Americans are ditching ultra-processed snacks and reaching for one of history’s oldest foods instead, according to recent sales data.
Shoppers bought 33 percent more Medjool dates in the U.S. in 2025, California date company Joolies California Superfruit told Food52.
The number is expected to rise even more as the fruit explodes in popularity, whether due to trendy packaging or viral recipes. The market size for dates is projected to reach $1.6 billion in America by 2034, according to Fortune Business Insights.
Although dates are having their day in the sun now, the sweet fruit has been cultivated since ancient times in the Middle East, with Egyptians using it to make wine. Fossils show that date palm plants were flourishing 50 million years ago, according to the Smithsonian magazine.
Now, because of their caramel flavor, recipes have more recently used dates as an ingredient in protein bars, smoothie bases and desserts. As consumers continue to prioritize less-processed foods, dates have risen to internet fame as people use them as an alternative to sugar.
Viral videos of people trying dates in recipes like “Date Snickers” and “Date Bark” show surprised reactions at the sweetness of the wrinkly, sticky fruits.
Not are they a more organic snack option than other processed foods, but dates are known for their health benefits. The superfoods are full of fiber, antioxidants and Vitamin B, meaning they promote gut health and healthier skin.
Registered dietitian Lisa Moskovitz told Fox News Digital: “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. Not only are they super tasty and versatile, but they provide fiber, antioxidants and other essential nutrients like magnesium and potassium.”
Dates can also be useful for workout fuel, dietitians previously told The Independent while speaking about Trader Joe’s organic dried and pitted Deglet Noor dates. Because just five dates can provide 30 grams of carbohydrates, the snack is particularly useful for eating before workouts in the early morning.
News of the healthy snack’s rising popularity comes after an alarming new study from researchers at Harvard’s T.H. Chan School of Public Health revealed that eating ultra-processed foods like bacon, hot dogs and cookies lead to a 58 percent higher risk of developing dementia and a 46 percent heightened risk for cognitive impairment.
Ultra-processed foods are also tied to health complications including obesity, gut changes and cardiovascular health.
The easiest way to tell if your food is ultra-processed is by checking the ingredients on the package — with doctors saying that you are better off eating fruits and vegetables like dates at home than buying ready-made food.
