Shahed amanullah, tipping point for halal ihmc 2010, day 1 session 2


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Shahed amanullah, tipping point for halal ihmc 2010, day 1 session 2

  1. 1. The Halal tipping point and beyond Examining emerging market and social opportunities Shahed Amanullah, creator of and founder of Halalfire Media LLC
  2. 2. About Founded in 1999 in Silicon Valley, helps over five million people a year search from over 10,000 restaurants and markets and read from over 35,000 WINNER user reviews 2008 Travel & Hospitality Award World Halal Forum, Kuala Lumpur, Malaysia
  3. 3. PART 1: The current state of the Halal marketplace
  4. 4. Which Halal economy? • There aremarkets in the Muslim and non- the Halal qualitative differences between Muslim worlds • Each market has its own opportunities • Both are reaching their own tipping points • The the greatest prospectsWest, however, has Halal economy in the for economic and social benefit
  5. 5. PART 2: State of the Halal market in the West
  6. 6. Get ready for a wild ride
  7. 7. Growth of Muslim-run establishments is strong 9,000 Number of outlets in US/CA/UK offering halal food or products 6,750 4,500 2,250 0 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 Source:
  8. 8. Driving the Halal market Halal Halal Halal Halal Markets & Halal Producers Authorities Distributors Restaurants Consumers With over 5 million queries a year, is the only significant connection that the Halal industry has with consumers seeking Halal food
  9. 9. Ease of use drives demand Location of searches for Halal services from the iPhone (15% of all traffic) in an average day
  10. 10. Mainstream businesses are seeing the opportunity 1,500 Number of mainstream outlets in US/CA/UK offering halal SKUs 1,125 750 375 0 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 Source:
  11. 11. Why is this happening?
  12. 12. Revenue tipping point New business from Muslim customers seeking Halal goods & services Lost business from customers turned off from serving Muslim customers
  13. 13. The good news: The bad news: • Mainstream entrants buy into the market • Mainstream entry into the Halal market opportunity is still very tentative • Halal suppliers are meeting mainstream • Still spooked by resistance from specs & quantity hostile customers • Most non-Muslim customers are • The Halal “brand” can still be tainted by indifferent geopolitics
  14. 14. Why is this important?
  15. 15. The market opportunity Up to 6 million Muslim consumers in North America
  16. 16. The market opportunity Up to 6 million Up to 350 million Muslim consumers overall consumers in North America in North America
  17. 17. PART 3: Beyond the tipping point
  18. 18. We are halfway there Modernization Modernization of production & supply chains has helped to increase the supply of quality Halal goods and services Marketing Marketing will help to increase the demand for quality Halal goods and services among Muslims and non-Muslims alike
  19. 19. Marketing Halal: A fork in the road Do we continue Or should we to market Halal incorporate solely through universal values values embraced that others can only by Muslims? appreciate?
  20. 20. PART 4: Bringing the benefits of Halal principles to all
  21. 21. Incorporate universal values Organic One of the best ways to ensure a halal production chain (for meat in particular) is to go organic Humane Halal requires humane treatment of animals (i.e. comforting before slaughter) Financial Islamic economic principles stress social justice and absence of harm to the less fortunate
  22. 22. Reinforce the Halal brand • Incorporate universal themes in your Halal marketing materials • Support mainstream companies when they take a risk on the Halal market • Halal certifiersto non-Muslims,case certify Halal matters must make the and that for universal Islamic principles • Move towards standardizationcertifications and socially responsible Halal of organic
  23. 23. We are doing our part
  24. 24. More than just money • If we market itas a significant contributor to non-Muslims right, Halal can be seen by global society • Non-Muslims can see Muslims promoting Halal values (social responsibility, stewardship of the earth, economic justice) • This will counter the prevailing media narrative of Muslims only contributing violence and hatred to the world
  25. 25. Thank you