Americans are ditching ultra-processed snacks for an ancient fruit that's exploding in popularity

Dates are gaining popularity in the U.S. and U.K. as a healthier alternative to ultra-processed snacks, with U.S. sales rising 33% in 2025 and projected to reach $1.6 billion by 2034. Social media trends and health benefits, such as improved gut health and natural sweetness, drive demand, while the Middle East and Africa remain the largest market for dates.