US date fruit sales surge as Americans ditch ultra-processed snacks for healthier options

The US is set to witness massive surge in date fruit sales growth as Americans are swapping ultra-processed foods with the dates.

According to organic California-grown date company Joolies California Superfruit’s estimation, the sales of dates in the US were up 33 percent in 2025 and those numbers are expected to grow significantly as reported by Fortune Business Insights.

On the broader level, the global date market is estimated to grow from $34.5 billion in 2026 to $55.58 billion by 2034 at an annual growth rate of 6.1 percent.

Talking about the US market only, the projected number is to reach $1.6 billion by 2034. In the UK, the sales of Medjool dates have seen sharp spikes, such as a 100 percent increase at the retailer Ocado.

The consumption of dates is driven by various factors. The most significant one is the shift in the consumers’ preferences for less-processed, whole foods. Social media has also played an important role in driving its popularity up through viral reels.

Dates have gone viral on social media platforms through "first-time try" videos and "healthy dessert" recipes that utilize dates as a natural sugar alternative.

Americans are also consuming dates due to its nutritional value. According to the Cleveland Clinic, dates are good for improved gut health benefits, better skin health, enhanced brain function and reduced risk of various diseases as they are rich in fibre, antioxidants, magnesium, and potassium.

According to Lisa Moskovitz, a registered dietitian, founder of the NY Nutrition Group, "While dates might be a newer trend for consumers, they have been the go-to ingredient among dietitians to sweeten smoothies and lower-sugar dessert foods for years.”