With around three million UK Muslims breaking their fast in evenings during Ramadan, Britain's biggest supermarkets have benefitted 100 million pounds sales uplift.
Sainsbury's world foods expert Hennah Baseer said that Ramadan was an important time in the calendar for many customers and colleagues and the stores hold special promotional events for Ramadan in specific areas which attract Muslim crowd, the Daily Mail has reported.
Retail consultants have tagged the religious festival as third most important after Christmas and Easter, as Morrisons have been expecting to sell over two million tons of rice, Sainsbury's rice sales to be up by 100 per cent and Tesco hoping for 30 million pound sales jump during the holy month.
During the one month period, a person has to refrain from eating and drinking between sunrise to sunset.
This Ramadan is expected to bring the most challenging fast in decades since it's coinciding with the Summer Solstice in the northern hemisphere for the first time in over 30 years.