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.