How Food Brands Can Market to Muslims

Consumers are more conscious than ever about where their food comes from—and Muslim consumers are no exception. In her latest column, Ogilvy Noor’s Shelina Janmohamed explains why brands cannot afford to overlook this growing audience.

If you want to engage Muslim consumers, the first step is understanding what “halal” truly means.

In everyday usage, halal is often associated with meat from animals slaughtered according to Islamic law—guidelines that resemble, but do not exactly mirror, kosher practices. Yet halal encompasses far more than that: products must exclude forbidden ingredients such as alcohol and pork derivatives. Halal means “permitted”; its opposite, haraam, means “forbidden.”

In the Quran, halal carries a broader connotation: goodness, wholesomeness, and ethical integrity. From origin to consumption, a halal product should reflect purity, environmental care, animal welfare, and ethical practices at every stage of production.

In recent decades, the food industry has shifted toward mass production, often at the expense of traditional farming and local sourcing. Muslim consumers, like many others, increasingly seek ethical, organic, and sustainable products—values that fall squarely under the wider definition of halal.

Focusing on the broader food marketplace is beyond the scope of this column, so let’s stick to the essentials. Food and beverage brands are especially scrutinized: our research on Muslim perceptions of brand compliance with sharia shows that food and drink top the list. For Muslims, what enters the body affects the soul. Ensuring food is halal is not just a dietary choice—it is a spiritual commitment. With the global halal market estimated at $500 billion annually and growing, brands should take notice.

Related:  What Non‑Halal Brands Need to Know About Entering the Halal Market

Certified halal

There is no universal halal standard; certification bodies differ by country. Brands seeking halal certification must identify the authorities most trusted by their target Muslim consumers.

Vegetarian products without alcohol should clearly indicate this on packaging. The Chicago Tribune has reported that some Muslims now seek foods that are not only halal but also organic, free-range, and tayiib—Arabic for wholesome. “They care as much about how the animal was raised as how it was slaughtered,” the article notes.

This concern reflects a broader consumer trend toward ethical and organic food. Dutch research firm Innova’s 2012 key food trends—purity, authenticity, sustainability, and corporate social responsibility—mirror halal values of wholesomeness, goodness, and purity.

Pure, good, and marketable

For marketers in developed markets, the convergence of organic/ethical and halal products presents a unique opportunity. In the U.S., Whole Earth Meats offers halal and organic burgers, marketing them on tradition, wholesomeness, and ethical integrity. Even non-Muslim consumers often prefer halal or kosher foods due to the care and cleanliness involved in preparation.

In China’s Ningxia region, where the Muslim population is significant, Malaysian firm Fahim is rolling out a Halal Integrity Management solution—an end-to-end system ensuring halal compliance from farm to fork. As the chairman of Fahim’s parent company notes, “Our target is not only Muslims but also non-Muslims. Some Chinese consumers prefer halal products because it literally means pure and good.”

The takeaway is clear: halal products resonate far beyond the Muslim community. For brands, the first—and most profitable—step is ensuring halal compliance and communicating it effectively to Muslim consumers. It is a simple, ethical, and lucrative approach that no food brand can afford to ignore.