Brands reach Halal consumers by treating them as many markets, not one. The world’s 2 billion Muslims differ by country, income, age and how strictly they check products. The companies that do best start with a credible Halal certificate, segment buyers by market and product, speak to them in their own languages and channels, and plan around religious seasons such as Ramadan.
This article was first published in January 2022. It has been updated with 2024 spending data, Pew Research Center population figures, a segmentation table and guidance on certification marks and Ramadan. Unsourced survey figures in the original have been removed.
Reviewed by Hafiz Maqsood Ahmed.
The size of the opportunity is not in doubt. There were about 2.0 billion Muslims in 2020, or 25.6 percent of the world’s population, making Islam the fastest-growing major religion between 2010 and 2020, according to the Pew Research Center. The countries with the most Muslims were Indonesia (239 million), Pakistan (227 million), India (213 million) and Bangladesh (151 million).
Spending follows. Muslim consumers spent $2.60 trillion across food, cosmetics, pharmaceuticals, modest fashion, travel and media in 2024, a figure projected to reach $3.56 trillion by 2029, according to the State of the Global Islamic Economy Report 2025/26, produced by DinarStandard. Food and beverages accounted for $1.53 trillion of that.
The difficulty is that “the halal consumer” is a category, not a customer. Our explainer on what halal marketing involves covers the principles; this guide focuses on practical steps.
Start with who actually buys
Halal consumers fall into a few broad groups, and each responds to different messages.
| Segment | Typical setting | What they look for |
|---|---|---|
| Shoppers in Muslim-majority markets | Indonesia, Pakistan, Bangladesh, Turkey, the Gulf, Malaysia | Halal status is often assumed or mandated; competition is on price, quality and local taste |
| Muslim minorities in Western markets | U.S., Britain, France, Germany, Canada | Clear certification, ingredient transparency, convenience |
| Younger, digitally active Muslims | Urban areas worldwide | Brands that reflect their identity; social media and creators they trust |
| Non-Muslim buyers | Mainstream supermarkets | Perceived quality, cleanliness, animal welfare or familiarity with halal meat |
The second group is small in number but often the most demanding. Pew estimated that about 3.45 million Muslims lived in the United States in 2017, about 1.1 percent of the population, and projected the number would reach 8.1 million by 2050, according to a Pew estimate. In markets like this, where halal products sit beside conventional ones, shoppers check labels closely.
The last group is easy to overlook. Halal meat and certified products are bought by many non-Muslims, a pattern we examine in why non-Muslims buy halal.
Make certification the foundation
For Muslim buyers in non-Muslim-majority countries, a recognized halal mark is the main signal of trust. The certifier matters: buyers and importers know which marks they accept, and a certificate from an unrecognized body can hurt more than help. In the United States, for example, marks such as IFANCA’s Crescent M are widely recognized by shoppers and importers.
Brands should show the mark on packaging and online, name the certifier, and make clear which products are covered. Vague claims such as “halal-friendly” or “Muslim-friendly” without certification invite skepticism.
Segment by product, then by person
Customer profiles are useful only when built on real data. A company should start with its own sales and website analytics, then add market research or surveys to understand who buys, where and why. Halal meat buyers, halal cosmetics buyers and halal travel customers overlap but are not the same people, and their concerns differ: slaughter method for meat, alcohol and animal ingredients for cosmetics, prayer facilities and food for travel.
Use the channels they use
Halal consumers are reached through the same channels as everyone else, with a few differences in emphasis:
- Community and word of mouth. Mosques, community associations and local halal grocers remain trusted sources of information in many Western cities.
- Creators and influencers. Muslim creators with engaged audiences can introduce products credibly, provided the partnership is disclosed. Our report on halal brand ambassadors looks at how brands choose them.
- Language. Campaigns in Arabic, Malay, Indonesian, Urdu, Turkish or Bengali can reach audiences that English-only marketing misses.
- Events and trade shows. Halal expos, Ramadan markets and food festivals let consumers try products and meet the company.
Plan around Ramadan and Eid
Ramadan and the two Eids are the peak seasons for food, gifts, fashion and travel in most Muslim communities. Spending on food rises for the evening meal that breaks the fast and for family gatherings, and Eid drives purchases of clothing and gifts. Brands that plan stock, promotions and messages months ahead do better than those that react. In 2027, Ramadan is expected to begin around Feb. 8, depending on the sighting of the moon. Our checklist on whether a business is ready for Ramadan covers the preparation in detail.
Avoid the common mistakes
- Stereotypes. Muslim consumers are not a single culture. Images and messages built for one market can fall flat or offend in another.
- Overclaiming. Calling a product halal without valid certification can break the law in some countries and destroy trust everywhere.
- Inconsistency. A brand that sponsors a Ramadan campaign while selling uncertified versions of the same product, or that changes a recipe without updating its certification, will be noticed and called out.
- Religious missteps. Using Quranic text or sacred imagery casually in advertising draws criticism. When in doubt, brands should seek advice from people in the community they want to reach.
