Move over, refined sugar: there’s a popular new sweet treat in town, and it’s way healthier.
MAHA devotees and average folks just seeking out healthier alternatives are chomping down on an ancient snack that’s been enjoyed for thousands of years. The company Joolies California Superfruit noted that sales of dates in the United States were up 33% in 2025, per <a href="https://food52.com/story/28834-why-everyone-is-eating-dates-now">Food52</a>.
Native to the Middle East, dates are known for their rich, caramel-like flavor and high nutritional value. Based on these trends, that love for their natural sweetness is destined to continue. 
“It’s one of the oldest cultivated fruits,” Amanda Sains, vice president of marketing and founding team member at Joolies said. “It’s mentioned in the Quran, the Bible. It has this incredible history.”
Fox News reported that the market size for dates in America is projected to reach $1.6 billion by 2034.
Why the new obsession? It’s because of a general uptick in the use of natural, healthy sugars as Americans become more health-conscious and seek alternatives to processed foods and additives.
“While dates might be a newer trend for consumers, they&#8217;ve been the go-to ingredient among dietitians to sweeten smoothies and lower-sugar dessert foods for years,&#8221; registered dietitian Lisa Moskovitz told Fox News Digital.
&#8220;Not only are they super tasty and versatile, but they provide fiber, antioxidants, and other essential nutrients like magnesium and potassium,” she added.
Food52 reported that a big problem with selling dates in the past was the packaging and overall appearance, which could be a deterrent for some would-be customers. Companies have worked to upgrade packaging to make the sweet, chewy stone fruits more appealing. Also, dates are now being used in other foods, such as energy bars. It’s all working.
Another major reason for the newfound popularity is, predictably, TikTok. There are several trends circulating about how to cook tasty, healthy desserts with dates as the star ingredient.
“They’ve always been kind of misunderstood,” Sains told Food52. “They’re sweet, delicious, and so good for you, but they’ve been stuck in ugly packaging.”
The vice president also mentioned that dates are a lot more popular in other parts of the world. Now, the trend has hit the United States.
“When you travel to Morocco, Greece, the U.K., even Australia, you realize how much more normalized date consumption is,” Sains told the outlet. “You’ll see them at the checkout counter or in bowls at people’s homes. In the U.S., that just hasn’t been the case.”

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America Has A New Favorite Snack, And It Goes Back Thousands Of Years