The Growing Demand for Halal Foods: A Trend Beyond Religious Boundaries

How Halal Certification is Redefining Trust in the Food Industry. The demand for halal foods is rising, and it’s not just coming from Muslim consumers.

The demand for halal foods is on the rise, and it’s not just Muslim consumers who are driving this trend. People are increasingly seeking healthy, ethical, and clean meat products they can trust. Halal certification, a symbol of trust that ensures products are produced, harvested, and slaughtered following Islamic guidelines, is gaining popularity among a broader audience. In an era where trust in institutions and brands is waning, and product labels are becoming more confusing, halal certification is emerging as a new authority that helps people make informed nutrition and food choices.

The Rise of Halal: Beyond Religious Boundaries

According to a 2019 insight report by pakt agency and Brand Genetics, consumers increasingly seek transparency and authenticity. Middle Eastern cuisine, emphasising simplicity and natural ingredients, has benefited from this trend. Halal, a central part of Middle Eastern culture, is becoming a significant aspect of this movement. The ethical code of conduct inherent in halal appeals to Muslim communities and those seeking more natural and sustainable products and services. You can read more about the report in Pakt’s Medium article at this link.

“Consumers are becoming better educated, dispelling misjudgments of the past, and this ethical code of conduct is not only growing amongst Muslim communities but is expanding outside of the faith to cater to people looking for more natural and sustainable products and services.”

Middle East Meets West, 2019 Insight Report by Pakt & Brand Genetics

Cultural Insight: Clean Food

With its wholesome diet of plants, legumes, seeds, and vegetables, Middle Eastern cuisine has a natural and healthy perception that instils consumer trust. Brands leverage this by using labels like 'Halal', 'Kosher', and 'Non-GMO' to demonstrate superior standards to modern consumers. This trend reflects a broader cultural shift towards clean, ethical eating, reassuring consumers about the health benefits of their food choices.

Non-GMO aligns with Halal principles because Islam prohibits genetic modification and encourages Muslims to produce without altering Allah's creation. Various Halal certification bodies worldwide have debated integrating GMOs into Halal principles. Although I don't have current information on this topic, it might be worth exploring in the future.

Technically, if a food is Halal, it is automatically non-GMO, too.

Example: Saffron Road in the USA is a halal business with an organic, non-GMO product line. Adnan Durrani, CEO and Founder, stated, “Big food didn’t have a great history in this, but they have a wonderful future. (…) We’re seeing a lot of big food companies paying attention to the fact that this is not just a fad. This is a big shift in consumer behaviour.”

Ethical Standards and Consumer Trust

In a world where consumers are increasingly sceptical about their food's safety and ethical standards, halal certification offers a reliable standard. The demand for transparency and ethical practices is evident, with 67% of respondents in a Center for Food Integrity survey in 2018 indicating they are not confident in the safety of their food.

Example: The Halal Guys, starting as a street food vendor in NYC, now has restaurants across the USA, Canada, Indonesia, Korea, and the United Kingdom, proving that halal is no longer a niche claim but a mainstream preference.

Challenges and Opportunities in the Halal Market

Despite the growing demand, the halal food industry faces challenges. Brexit has compounded issues in the UK’s halal meat market, with increased bureaucracy and regulatory divergence impacting the supply chain. However, the market remains lucrative, valued at around £1.7 billion at slaughter and projected to grow to almost £2 billion by 2028.

According to a recent article on Salaam Gateway, “The UK halal market will continue a positive trajectory due to population growth and high disposable income of the younger Muslim consumer.”

Moving Forward: Building Trust and Transparency

As the demand for halal foods rises, brands must build greater transparency and trust by adopting ethical practices. This involves adhering to halal guidelines and promoting these standards to a broader audience.

Example: Sabra, a US-based company producing Middle Eastern-inspired dips, highlights its use of non-GMO chickpeas sourced from family farmers through its 'Sabra Chickpea Story' campaign, ensuring that its products meet high ethical standards.

Conclusion

The growing demand for halal foods reflects a broader desire for healthy, ethical, and trustworthy products. As consumers become more educated and discerning, the principles of halal certification provide a robust framework for meeting these expectations. By embracing these standards, brands can build trust and loyalty among a diverse consumer base, contributing to a more sustainable and ethical food industry.

How has your experience with halal foods shaped your trust in the food industry? Please share your thoughts and stories with us. Let’s discuss how halal certification can continue to redefine trust and transparency in our food choices.