Why is the global Halal market seen as the next major consumer opportunity?

The number of Muslim consumers worldwide is about 1.7 billion, twice the number of African consumers and accounting for nearly 30% of emerging markets. In the current situation, a multinational company can hardly be considered truly international without a strategy for the Halal market.

Why is developing the Halal market more complex than developing markets like China and India?

Because these billion-plus consumers are spread across more than 50 countries, each with its own local preferences, and many are in low-income countries. Therefore, addressing the Halal market is a more complex business opportunity than simply selling to China, India or multiple African countries, and the key lies in marketing strategy rather than just the product itself.

What extra value does Halal certification have in non-Muslim markets (such as China)?

In markets with food safety concerns, Halal certification can add a layer of credibility to products. For example, HALAL-certified KitKat chocolate and Oreo cookies can be seen in Shanghai supermarkets; the Halal mark brings benefits for selling products in China's huge market.

The Next 1.7 Billion Consumers: Selling to the HALAL Market

You have a strategy for China, India, even Africa. But what's next? What's the next big consumer play?

1.7 billion - the number of Muslim consumers in the world. They are twice the number of African consumers and account for nearly 30% of emerging markets. With current political issues, it is hard for any multinational company to claim they are truly international if they have not developed a strategy for selling to the HALAL market.

So how? The problem is that these billion-plus consumers are spread across more than 50 countries, each with its own local preferences; many are also found in low-income countries. In short, this is a more complex business opportunity than selling to China, India, or even multiple African countries.

It's about marketing strategy, not just HALAL

'We don't do HALAL' is a common response when companies are asked whether they might target Muslim consumers. But this misses the point. One must recognize that Muslim consumers shop at different times for different reasons, even if they ultimately buy the same products and services.

The Muslim travel market is both a number and a marketing matter

The Muslim travel market is not a new story. The surge of tourists to Malaysia and Turkey, for example, has been a major opportunity for as long as a decade. But the integration with digital technology will transform the holidays of millions of increasingly affluent Muslim families.

To this end, Halaltrip.com is worth a look. It has similarities to Tripadvisor.com but is specifically aimed at Muslims. Hotels are rated for quality and service, but they also receive ratings for other features, such as whether there is a HALAL mosque or HALAL restaurant nearby.

The HALAL challenge in non-Muslim regions

I heard many people at the World HALAL Summit in Kuala Lumpur express concern about the challenge of the 'HALAL' brand in the Muslim world. Having become an emotional topic, many brand owners would be keen to promote their products another way, such as emphasizing a higher level of inspection of ingredients.

So why not look at China? I recently discovered, on a quick scan of supermarket shelves in Shanghai, KitKat chocolate bars and Oreo cookies that are HALAL-certified products. In this country with food safety concerns, HALAL adds a layer of credibility and the benefit of selling to China's huge market.

FAQ

Why is the global Halal market seen as the next major consumer opportunity?: The number of Muslim consumers worldwide is about 1.7 billion, twice the number of African consumers and accounting for nearly 30% of emerging markets. In the current situation, a multinational company can hardly be considered truly international without a strategy for the Halal market.
Why is developing the Halal market more complex than developing markets like China and India?: Because these billion-plus consumers are spread across more than 50 countries, each with its own local preferences, and many are in low-income countries. Therefore, addressing the Halal market is a more complex business opportunity than simply selling to China, India or multiple African countries, and the key lies in marketing strategy rather than just the product itself.
What extra value does Halal certification have in non-Muslim markets (such as China)?: In markets with food safety concerns, Halal certification can add a layer of credibility to products. For example, HALAL-certified KitKat chocolate and Oreo cookies can be seen in Shanghai supermarkets; the Halal mark brings benefits for selling products in China's huge market.

FAQ

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