MAINSTREAM MOVE: More Muslims are shopping with major brands like Sainsbury’s at Ramadan; and (inset) Noor Jahan Ali

by ANDY MARINO RAMADAN NOW BIG BUSINESS IN UK BRITAIN’S Muslim population is just under three million, accord­ing to the latest census (2011), and accounts for about five per cent of the total population. It is estimated that a third of the Mus­lim population lives in London. This is a nationwide community with an enormously varied but dis­tinct identity, and as Ramadan ap­proaches retailers can expect cer­tain patterns of shopping to emerge. Fasting during daylight hours will impact retail grocery, but not in a simple way. A drop in normal lev­els of consumption will be accom­panied by other, sometimes high­er-value…