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World Halal Research Summit Kuala Lumpur 2010
World Halal Research Summit Kuala Lumpur 2010
World Halal Research Summit Kuala Lumpur 2010
World Halal Research Summit Kuala Lumpur 2010
World Halal Research Summit Kuala Lumpur 2010
World Halal Research Summit Kuala Lumpur 2010
World Halal Research Summit Kuala Lumpur 2010
World Halal Research Summit Kuala Lumpur 2010
World Halal Research Summit Kuala Lumpur 2010
World Halal Research Summit Kuala Lumpur 2010
World Halal Research Summit Kuala Lumpur 2010
World Halal Research Summit Kuala Lumpur 2010
World Halal Research Summit Kuala Lumpur 2010
World Halal Research Summit Kuala Lumpur 2010
World Halal Research Summit Kuala Lumpur 2010
World Halal Research Summit Kuala Lumpur 2010
World Halal Research Summit Kuala Lumpur 2010
World Halal Research Summit Kuala Lumpur 2010
World Halal Research Summit Kuala Lumpur 2010
World Halal Research Summit Kuala Lumpur 2010
World Halal Research Summit Kuala Lumpur 2010
World Halal Research Summit Kuala Lumpur 2010
World Halal Research Summit Kuala Lumpur 2010
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World Halal Research Summit Kuala Lumpur 2010

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It is only recently that some of the world’s largest food companies have started to appreciate that there is a market for Halal food. However innovation in Halal food is not yet a priority for most …

It is only recently that some of the world’s largest food companies have started to appreciate that there is a market for Halal food. However innovation in Halal food is not yet a priority for most large food and beverage companies. Critically the marketing departments of most large food companies have very little, if any, understanding of the Muslim consumer.

Successfully innovating in Halal food, whether in terms of product design and formulation, branding or consumer communication must begin by understanding more about the Muslim consumer, the role of food in their lives, how it relates to their lifestyle as well as their religious beliefs.

In this presentation, Exigo Marketing shares some preliminary consumer research it has undertaken amongst Muslims exploring these issues to identify where there are opportunities for future Halal innovation.

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  • 1. Emerging Pattern of Innovation in the Halal Food Industry World Halal Research Summit June 2010, Kuala Lumpur www.exigomarketing.com
  • 2. What Iʼm going to cover.. • Exigo Marketing credentials • Why consumer insight is critical to developing new Halal food innovations • The main types of FMCG research • Who is the Muslim consumer? • Singapore & UK Muslim consumer insights • How to use consumer insight in a Halal innovation programme www.exigomarketing.com
  • 3. Exigo Marketing is an International Management Consultancy specializing in FMCG priority matrix Consumer and Shopper NPD process insight Market & Competitor p r o d u c t Intelligence c u t t i n g a n a l y s i s Brand Segmentation & Positioning Tools and b u s i n e s s templates m a t c h i n g Commercial Planning & Structure Technology & Innovation Pricing & Profitability I&R process F G I s Optimization Route to Market and Channel Management s e g m e n t a t i o n www.exigomarketing.com Global Business Matching Representation Together with clients, we develop and implement winning strategy
  • 4. “Better understanding of the consumer through every type of market research is one of the keys to the new ways of doing business for brands. Growth can only be sustained in the long-term by knowing and respecting the consumer better.” The Walpole Group www.exigomarketing.com
  • 5. “Targeting the right customer is fundamental to value creation. Recent market research has shown that when the full costs of supporting customers is taken into account, the majority of customers (usually around 70%) are not profitable at all. The mistake is not being selective enough in seeking growth. It is invariably better to invest in developing long-term loyalty from a smaller number of high-value accounts than seeking to net everybody and anybody.” Peter Doyle, Value-based marketing, 2000 www.exigomarketing.com
  • 6. The Two Main Types of FMCG Research Problem Identification Problem Solving •Market potential and size •Product and Packaging •Market dynamics & Trends research •U&A •Pricing •Consumer/shopper profile •Segmentation & •Image positioning •Forecasting •Promotion effectiveness •Business Trends... •Advertising test... www.exigomarketing.com
  • 7. Why Consumer Insight is Critical to Developing New Halal Food Innovations • Generally speaking the number of new FMCG products launched every year is increasing • Whilst there are “pillar” brands in most categories that have stood the test of time, product life cycles on average are falling • Worldwide the food industry is about “repeat” sales, without which brands and businesses die... • Therefore, understanding the consumer: who they are, who should be targeted, what their lifestyles are, their values, and so on are so on is critical to building long term loyalty www.exigomarketing.com
  • 8. Arguably, the Majority of Consumer Goods Companies have Little Understanding of the Muslim Consumer • Many of the products sold by MNCs in the Islamic world are simply Halal versions of what is available elsewhere • Halal Marketing strategies have tended to focus on certification & traceability • In the UK for example there are many consultancies offering Halal certification advice, by contrast there are very few dispensing advice on how to target or understand the Muslim consumer • In Exigoʼs view for most FMCGs targeting the Muslim consumer has not been a priority www.exigomarketing.com
  • 9. Therefore, for this seminar we will showcase some insights from a Muslim consumer lifestyle survey conducted by Exigo Marketing... ...we wondered what we would uncover www.exigomarketing.com
  • 10. Muslim Consumer Insight • Exigo conducted a survey amongst Muslim consumers in Singapore, the UK and on- line for this seminar • to provide a different perspective for discussion we deliberately tried to select consumers who are not resident in Malaysia • The purpose of the survey is to share some initial insights into the Muslim consumer, their attitudes to food as well as their lifestyle and religious beliefs • The total sample size was 61 people • Respondents had to rate 48 statements covering attitudes to food, lifestyle and religious beliefs • The questionnaire was designed by Exigo Marketing with all analysis done internally. All questions and answers were in English • The results presented do not necessarily follow the flow of the questionnaire • The results shown should be viewed as directional and designed to promote discussion • Exigo Marketing will not take any responsibility for any decisions taken based on these insights www.exigomarketing.com
  • 11. The Key Questions Centered around 4 Themes Attitudes to Food Importance of Labelling “I tend to stick to my favourite food and beverage brands” “I donʼt buy packaged foods unless they have a Halal logo on the packaging” “I tend to watch a lot of cooking shows on TV” “Taste is the most important factor in choosing which foods I eat” “I always read the labels and ingredients lists of packaged foods very closely” “I tend to buy food at large modern retail outlets” “I often snack and eat between meals.” “In my country I trust the process for deciding whether or not a product is Halal” “Foods from overseas are very tempting” “I understand and can explain easily what Halal “I prefer organic and natural food.” means” “The nutritional values of food are more important than taste” Health Religious Views “Generally speaking I am happy with my body weight.” “I wear clothes that clearly show what my religious beliefs are” “It doesnʼt matter whether or not the doctor I see is a Muslim” “It is better to have a Sharia complaint bank account” “I wish there were more Halal pharmaceutical products” “There is a strong link between the food I eat and my religious beliefs” “I trust the opinion and advice given by doctors” “I would describe myself as a religious person.” www.exigomarketing.com
  • 12. 70% of the sample are 18-24 age group Glasgow Singapore 18-24 25-34 35-44 Kuala Lumpur 45-54 55-64 over 65 3% 30% 2% 2% 10% 12% 3% 70% 69% www.exigomarketing.com
  • 13. Lifestyle “I like eating out as much as “I surf the internet a lot” possible” 80% of Singaporean Muslims agreed versus 33% Only 20% of British Muslims of British Muslims agreed, compared to over 35% Singaporean Muslims 0 6 12 18 24 30 0 6 12 18 24 30 donʼt agree at all donʼt agree neither agree or disagree agree to some extent totally agree “I prefer watching soap “I watch a lot of TV” operas rather than the news” Only 40% of people who said they prefer organic and natural food agreed with this statement 0 6 12 18 24 30 0 6 12 18 24 30 www.exigomarketing.com
  • 14. Food Habits “I tend to stick to my favourite food “I tend to buy food at large and beverage brands” modern retail outlets” Surprisingly 60% of people who said they prefer organic & natural food agreed 0 8 16 24 32 40 0 8 16 24 32 40 donʼt agree at all donʼt agree neither agree or disagree agree to some extent “I tend to watch a lot of totally agree “Foods from overseas are cooking shows on TV” very tempting” 40% of Singaporean Muslims strongly agreed with Singaporean Muslims much versus only 20% of British more likely to agree than Muslims British Muslims 0 8 16 24 32 40 0 8 16 24 32 40 www.exigomarketing.com
  • 15. Attitudes to Food... “The nutritional values of food “Taste is the most important factor are more important than taste” in choosing which foods I eat” 62% of people who preferred organic and natural food agreed 0 8 16 24 32 40 0 8 16 24 32 40 donʼt agree at all donʼt agree neither agree or disagree agree to some extent totally agree “I often snack and eat “I prefer organic and natural between meals.” food.” 61% of British Muslims agreed compared to 30% of Singaporeans 65% of people who said they wear clothes which clearly show their religious beliefs agreed 0 8 16 24 32 40 0 8 16 24 32 40 www.exigomarketing.com
  • 16. Labelling and Halal “I donʼt buy packaged foods “I always read the labels and unless they have a Halal logo ingredients lists of packaged foods on the packaging” very closely” 45% of those preferring organic and natural food strongly agreed 0 8 16 24 32 40 0 8 16 24 32 40 donʼt agree at all donʼt agree neither agree or disagree agree to some extent totally agree “In my country I trust the “I understand and can explain process for deciding whether easily what Halal means” or not a product is Halal” 82% of Singaporeans agreed versus 46% of British Muslims 0 8 16 24 32 40 0 10 20 30 40 50 www.exigomarketing.com
  • 17. Attitudes to Health and Doctors “I trust the opinion and advice “Generally speaking I am happy given by doctors” with my body weight.” There was some indication from the data that people who preferred organic and natural food were more likely to be ambivalent 0 8 16 24 32 40 donʼt agree at all 0 8 16 24 32 40 donʼt agree neither agree or disagree agree to some extent “It doesnʼt matter whether or not totally agree “I wish there were more Halal the doctor I see is a Muslim” pharmaceutical products” 75% of people who said that the clothes they wear clearly show their religious beliefs strongly agreed! 0 8 16 24 32 40 0 8 16 24 32 40 www.exigomarketing.com
  • 18. Religious Values “I would describe myself as a “There is a strong link between the religious person.” food I eat and my religious beliefs” 47% of British Muslims strongly agreed versus 5% of Singaporean Muslims 0 8 16 24 32 40 0 8 16 24 32 40 donʼt agree at all donʼt agree “It is better to have a Sharia neither agree or disagree “I wear clothes that clearly show complaint bank account” agree to some extent what my religious beliefs are” totally agree 75% of people who said that the clothes they wear clearly 53% of 18-24 year olds were show their religious beliefs undecided strongly agreed! 0 8 16 24 32 40 0 8 16 24 32 40 www.exigomarketing.com
  • 19. Looking to the Future... “I prefer to buy and cook “I am eager to try new food fresh foods rather than and beverage products” 67% of British Muslims strongly agreed compared to packaged groceries.” 28% of Singaporeans. Those liking organic and natural food generally agreed with this statement 0 8 16 24 32 40 0 8 16 24 32 40 donʼt agree at all donʼt agree “Large food companies neither agree or disagree “Halal only retail shops is a agree to some extent understand well what Muslim good idea” totally agree consumers want” 65% of of people who said that the clothes they wear No British Muslims strongly clearly show their religious agreed with this statement! beliefs strongly agreed! 0 8 16 24 32 40 0 8 16 24 32 40 www.exigomarketing.com
  • 20. Opportunities to Develop more Nutritious and Convenient Halal food? “I would like to see more “I would like to see more convenient, nutritious Halal food on sale” easy to prepare Halal foods” 75% of of people who said that the clothes they wear 85% of 18-24 year olds clearly show their religious agreed beliefs strongly agreed! 0 8 16 24 32 40 0 8 16 24 32 40 donʼt agree at all donʼt agree neither agree or disagree agree to some extent totally agree www.exigomarketing.com
  • 21. What can we Conclude from this Initial Survey? • Not all Muslims are the same! • for example British Muslims less likely to be interested in overseas foods • Reading of ingredients lists and looking for the Halal logo is not universal • Is Halal certification and labelling as clear and meaningful to British Muslims as it is to Singaporeans? • Whilst taste is clearly one of the most important factors in choosing food and beverage brands, there appears to be a desire for healthier, more nutritious and convenient Halal foods • further work, for example in-depth interviews, needed to understand what “nutrition” and “convenience” mean to the Muslim consumer • The food industry has more work to do to understand better the needs, motivations and values of the Muslim consumer. www.exigomarketing.com
  • 22. How to use Consumer Insight in a Halal Innovation Programme... 1. Decide which consumers you are going to target • By country? Demographic? Lifestyle & values? Heavy users? 2. Understand deeply their functional (e.g. taste, flavour...) as well as emotional needs (reassurance, religious values..?) • in depth research...FGIs, in home immersion • quantitative product attribute benchmarking 3. Look at other markets, categories and beyond Halal for inspiration 4. Create prototypes and mock-ups and again ask for consumer input 5. After launch constantly seek feedback and insight www.exigomarketing.com
  • 23. Emerging Pattern of Innovation in the Halal Food Industry Thank you! World Halal Research Summit June 2010, Kuala Lumpur www.exigomarketing.com

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