Americans are increasingly turning to dates as a snack option, helping drive a surge in sales for one of the world’s oldest cultivated fruits as consumers seek alternatives to ultra-processed foods.
Sales of dates in the United States rose 33% in 2025, according to Joolies California Superfruit, a California-based organic date company. Industry forecasts suggest demand could continue to climb, with Fortune Business Insights projecting the U.S. data market will reach $1.6 billion by 2034.
The trend extends beyond the United States. In the United Kingdom, online grocery retailer Ocado reported a 100% increase in Medjool date sales compared with the previous year. Searches for products such as date butter and chocolate-covered dates have also risen sharply.
Globally, the date market is expected to grow from $34.5 billion in 2026 to $55.58 billion by 2034, representing a compound annual growth rate of 6.1%, according to Fortune Business Insights.
Nutrition experts say dates appeal to consumers seeking less-processed foods that still satisfy sweet cravings.
“While dates might be a newer trend for consumers, they’ve been the go-to ingredient among dietitians to sweeten smoothies and lower-sugar dessert foods for years,” said registered dietitian Lisa Moskovitz, founder of the NY Nutrition Group and author of “The Core 3 Healthy Eating Plan, per Fox News Digital.
“Not only are they super tasty and versatile, but they provide fiber, antioxidants and other essential nutrients like magnesium and potassium,” she said.
Social media has played a major role in the fruit’s growing popularity. Videos featuring first-time taste tests and recipes using dates as a substitute for refined sugar have attracted millions of views. Popular creations include desserts, protein bars, smoothie ingredients, and snacks paired with peanut butter, chocolate, and other toppings.
Nichola Ludlam-Raine, author of “How Not to Eat Ultra-Processed” and a spokesperson for the British Dietetic Association, said the trend reflects growing interest in what she described as “whole food indulgence,” as consumers seek snacks perceived as more natural and nutrient-dense.
Health organizations, including the Cleveland Clinic, cite several potential benefits of dates, including support for gut, brain, and skin health. Dates are also a source of fiber, antioxidants, and various vitamins and minerals.
The fruit comes in three primary categories: soft, semi-dry, and dry. Softer varieties, particularly Medjool dates, are commonly eaten as snacks, while drier types are frequently used in cooking and baking.
Dates have a long history in the Middle East, where historians believe they were cultivated in ancient Mesopotamia between 6,000 and 8,000 years ago. The fruit remains culturally significant in the region and is traditionally used by Muslims to break their fast during Ramadan.
Despite their nutritional benefits, experts caution that moderation remains important.
“The average date contains about 15 grams of natural sugar — so if you need to be careful of sugar intake, pair this delicious dried fruit with some nuts or seeds to balance blood glucose levels,” Moskovitz said, per Fox News.
The Middle East and Africa continue to account for the vast majority of global demand, representing more than 85% of the market share in 2025. But growing consumer interest in whole foods and natural ingredients is helping fuel expanding demand in Western markets as well.
