The growth of the Halal food market has outpaced the growth of the Muslim population, reflecting a broader consumer interest in food that aligns with the values of quality, ethical sourcing, safety and transparency.
The Asia-Pacific Halal food and beverage market is expected to reach trillions of US dollars by 2032. This growth is driven by the increasing Muslim population in the region, including converts to Islam and immigrants from Muslim countries. Southeast Asia is a key player, with Malaysia and Indonesia leading in Halal food exports and striving to further develop the Halal food industry. Malaysia's Halal industry is expected to become a significant contributor to its economy, reaching nearly US$150 billion by the end of 2025.
Overall, the Halal food industry is expected to nearly double in size by 2028, with Southeast Asia in the lead. The region has the world's largest Muslim population and a strong appreciation of Halal principles. In fact, Southeast Asia consumes more than 90% of the world's Halal food.
While demand can be attributed to rising incomes and the rapidly growing middle class in the region, it is not only Muslim consumers driving this growth. More and more people, regardless of religious belief, are attracted to Halal food as it is synonymous with safe, hygienic and ethically sourced. In addition, the Halal food industry now offers a wide variety of products, not just meat.
Traditionally, Halal certification ensures that food complies with Islamic dietary law, including the type of meat consumed (excluding pork and its derivatives) and the methods of slaughter, processing and storage. However, the appeal of Halal food now extends beyond religious ritual. Amid growing consumer concern about food sources and production practices, Halal certification's emphasis on ethical sourcing and humane treatment of animals resonates deeply with the growing demand for transparency and ethical practices.
Innovation is driving a vibrant tapestry of Halal food flavors and choices
The Halal food market is no longer defined by limited choices. At THAIFEX - Anuga Asia 2024 (28 May to 1 June, Bangkok), more than 800 Halal exhibitors will showcase their products, indicating that more and more manufacturers are labeling their food as Halal-certified.
Clearly, more and more manufacturers are also offering a wider range of Halal-certified products. For example, THAIFEX - Anuga Asia exhibitor Marujyu Soysauce & Seasoning Corp. offers a range of Halal-certified seasonings, including soy sauce, dashi soy sauce, noodle soup, yuzu, orange and teriyaki sauce.
Halal certification increasingly intersects with other common food trends. At this year's THAIFEX - Anuga Asia, more than 20% of Halal-certified food was also labeled as organic, plant-based, or sustainably produced and packaged.
Health-conscious consumers are driving a shift toward Halal-certified plant-based products, with the focus moving from simply imitating meat to emphasizing the nutritional value of these choices. This means more delicious and nutritious plant-based burgers, sausages and even nuggets.
At THAIFEX - Anuga Asia, exhibitor Cremer Sustainable Foods Pte Ltd launched plant-based braised spicy duck strips with a meat-like taste. It is an HME (high-moisture extrusion) soy/flaxseed plant-based meat alternative, stewed with Chinese spices, pepper and dried chili. It also contains flaxseed (omega-3 fats and fiber), soy (high in protein), and is free of animal fat.
The plant-based Halal food trend is not limited to meat alternatives but also includes dairy-free nut milks and cheeses to meet the needs of lactose-intolerant consumers and those seeking plant-based alternatives for ethical or dietary reasons. Gold Kili Trading Enterprise (S) Pte. Ltd. will showcase its 'Oat-k' dairy-free oat beverage range, which is Halal-certified and uses plant-based oat flour instead of milk.
Halal consumers are also increasingly interested in functional foods that promote health. Halal-certified food is now enriched with probiotics and antioxidants, essential vitamins and minerals. This convergence of trends allows health-conscious consumers to embrace the benefits of functional foods while maintaining their dietary restrictions. One of the products at THAIFEX - Anuga Asia is from Anhui Clever Mama Food Technology Co., Ltd. Their Clever Mama range of classic milk puddings is sold in various flavors, appealing to Asian children. It is a yogurt-based lactic acid bacteria pudding made from milk powder, konjac powder and seaweed gel.
Halal consumers are also beginning to embrace organic food. Desly Group Co., Ltd. will showcase its organic Halal-certified products at THAIFEX - Anuga Asia, including peanut butter, sesame paste, rice wine vinegar and soy sauce.
Sustainability and ethical sourcing are also becoming increasingly important aspects of Halal food. Consumers demand ingredients that are not only delicious but also environmentally friendly and ethical. This aligns perfectly with the core values of Halal certification.
Innovation is not limited to flavors and ingredients. Alternative proteins such as insects, algae and even lab-grown meat are being explored to meet dietary needs while adhering to Halal standards.
Trust and transparency
Building trust in a globalized food system can be challenging, and the Halal market is adopting technology to bridge this gap. Blockchain technology and the development of the Internet of Things are used to maintain quality standards and detect the presence of pork materials or alcohol in Halal laboratories.
One exciting product showcased at THAIFEX - Anuga Asia includes Genelix's real-time PCR test kit, which accurately detects the presence of animal species in food by analyzing the genes of food ingredients and finished products. According to Genelix, the kit is the only vegetarian certification label used by the Korean vegetarian certification body in Korea; because it can check various animal species, it can also be used for HALAL certification.
Transparency is another key trend shaping the Halal market. People are increasingly looking for minimally processed food with clear labels. The desire for authenticity and knowing exactly what ingredients are in food is driving the demand for clean labels and transparency throughout the Halal food supply chain.
The power of inclusiveness
In short, the strength of the Halal market lies in its inclusiveness. While meeting the primary needs of the vast Muslim population (estimated at 1.8 billion worldwide), it also extends a welcoming hand to those seeking high-quality, ethical food. This opens the door for food producers to reach diverse audiences. Halal certification fosters a sense of unity by allowing families with Muslim members to share meals everyone can enjoy. In addition, a growing number of health-conscious vegetarians and vegans find value in the ethical sourcing and clean-label principles that are hallmarks of Halal certification. This inclusiveness makes the Halal market a major player in the global food landscape.