Why The Muslim Market is a Food Marketers Dream

Posted by:admin | Posted on: May 7th, 2012 | 0 Comments

In a recently published Inc. magazine article titled, “Bringing a Muslim Culinary Tradition Mainstream”, Adnan Durrani, Chief Executive Officer of Saffron Road called the U.S. Muslim market a “Food Marketers Dream”. 

To capture why the U.S. Muslim market really is a dream or significant opportunity for brands, we’ve highlighted some key takeaways below from the article and from our friends over at the American Islamic Congress who hosted an event recently titled “Faith, Money, Power. Leveraging the Buying Power of American Muslims”. 

Why The Muslim Market is a Food Marketers Dream:

1. 52 percent of U.S. Muslim households have income of more than $50,000
2.  The U.S. Muslim population is young – 67% are under the age of 40
3. Highly educated: Forty-two percent of Muslim American women, for example, hold a college or postgraduate degree, compared with 29 percent of American women overall-a rate second only to that of American Jewish women.
4. American Halal had retail sales of more than $4 million in 2011, driven largely by Whole Foods.
5. Latest estimates of Muslim market potential: disposable income of between $107 billion and $124 billion – (DinarStandard)
6.  Muslims more than any other religious group feel that faith plays an important role in their lives, this importance of faith has a correspondingly strong impact on consumer behavior a vast majority of the time.
7. The 3 emerging markets which are beginning to see the value of the Muslim consumer include:  Food, Pharmaceuticals, Hospitality.

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US Muslim Consumer Market Growing, Businesses Starting to Notice

Posted by:admin | Posted on: April 11th, 2012 | 0 Comments

New article on about the Muslim Market on Huffington Post, featuring quotes from our friends at DinarStandard.

“The emerging American Muslim market is perhaps the new area that a lot of businesses … are starting to look into,” said Rafi-uddin Shikoh, managing director and founder of DinarStandard

Some key points from the article:

• Muslim consumers are growing in the U.S. and they have money to spend.
• Businesses are starting to take notice of the Muslim market and consumer.
• Latest estimates of Muslim market potential: disposable income of between $107 billion and $124 billion (this is revised from earlier estimates of $170 Billion)
• Pew Research found that U.S. Muslims (14 percent) roughly mirror the general population (16 percent) on the percentage of households with annual incomes of $100,000 or more

Are you interested in reaching the Muslim market? Contact Muslim Ad Network today.  Join dozens of other businesses who have relied on Muslim Ad Network to have their message seen in front of millions of Muslims.

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How America is Reacting To Lowe’s Pulling Ads From All-American Muslim

Posted by:saadny | Posted on: December 19th, 2011 | 0 Comments

Earlier last week, Lowe’s pulled ads from the eight part TLC “All American Muslim” series after pressure from a right wing group Christian group known as Florida Family Association.

In the aftermath of this incident, consumers are sending social media shock waves through the Market and to the broader nation. Twitter, Facebook and prominent blogs have all erupted with messages constructively criticizing Lowe’s for their recent ads pullout. In a nation where pluralism and religious freedom are considered hallmarks, it is saddening to see corporations give into the bigotry which solely serves to eliminate the democratic ideals of what America was founded upon.

What prominent political leaders and entertainers are saying:

1. Rep. Chris Murphy of Connecticut criticized Lowe’s for “rubber-stamping basic foundational bigotry against a major American religious group” in a House floor speech.
2. “Lowe’s religious discrimination is the equivalent of a company asserting that it is pulling advertising from the Christian Broadcast Network’s 700 Club because the program somehow ‘riskily hides’ the agenda of Christian radicalized groups such as Aryan Nation,” Sen. Ted Lieu of California wrote. “That assertion would, of course, be utter nonsense and religious bigotry.”
3. “U endorse hate. U may be held accountable, we will promote a boycott if they don’t reinstate campaign and apologise,” Russell Simmons tweeted. Mr Simmons actually stepped up even more and decided to buy all the remaining ad spots available on All-American Muslim himself!

In the past few years, major retailers including Whole Foods, Best Buy and WalMart have acknowledged the Muslim market and its potential. This comes to no surprise, as the American Muslim market is confirmed to be highly affluent, educated and serving as productive members of society.

We’ve highlighted some key reasons why the American Muslim market presents a significant opportunity to brands.

3 Reasons Why Lowe’s (and others) Should Market to Muslims:

1. “Two-thirds of Muslim households make more than $50,000 a year and a quarter earn over $100,000. The national average is $42,000.” – The Economist.  With an estimated 7 million US Muslim consumers, an annual spending power of over $170 Billion in the US alone, and a growing population, companies should be vying for their attention, much less alienate and marginalize them.
2. American Muslims are the most racially diverse group surveyed in the United States. Forty percent of Muslims have a college degree, making them the second most highly educated religious group surveyed after Jews (61 percent), compared with 29 percent of Americans overall.” (source)
3. Vast majority of Muslim consumers would be loyal to a brand if it supports Muslim identity through promotions around religious celebrations.  Furthermore, “when faced with a brand that has offended Muslims, almost 99% of consumers said that they would stop using it, 65% doing so even if the available alternatives were not as good.” – (source: Ogilvy Noor)

It is still not too late for Lowe’s to try to win the hearts back of the American Muslim consumer. At the very least, they can issue a sincere apology, which they have yet to do. In the meanwhile, Muslim Ad Network will be deploying a campaign that taps into Muslim Ad Network’s extensive reach to encourage American Muslims to take constructive action to help Lowe’s remedy this PR fallout. Stay tuned for more details about our upcoming campaign.

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Testing a New Market: the Muslim-American Consumer

Posted by:Tabish | Posted on: January 6th, 2011 | 0 Comments

Our friends over at Illume Magazine have produced this great video segment on the Muslim-American Consumer and they highlight how Best Buy wished Happy Eid Al-Adha again last year.

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BestBuy wishes a Happy Eid to American Muslims

Posted by:Azeem | Posted on: November 15th, 2010 | 8 Comments

Click to Enlarge – BestBuy wishes American Muslims a happy Eid-al-Adha.

BestBuy is one of the pioneering corporations that is recognizing the potential of the Muslim Market. Despite drawing Negative attention in previous years BestBuy has remained committed to embracing diversity and including all segments of the greater community including American Muslims.

We are proud of their decision to include Muslims while making it clear that their goal was not to alienate anyone. That’s why this year’s circular also says Merry Christmas, Happy Hanukah, Happy Kwanza and Feliz Navidad.

Recently, at the 2010 American Muslim Consumer Conference, Ogilvy Noor, a branch of Ogilvy & Mather, one of the largest advertising agencies, stated that most American Muslims are simply looking for brands to recognize them.

What do you think of BestBuy’s decision to run the Happy Eid al-Adha ad? Do you think this is a good way to reach American Muslim consumers? Feel free to leave your comments and thoughts below…

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Advertisers Seek to Speak to Muslim Consumers (New York Times)

Posted by:Serign | Posted on: August 11th, 2010 | 0 Comments

August 11, 2010 (Source)
Advertisers Seek to Speak to Muslim Consumers
By LIZ GOOCH

KUALA LUMPUR — Thick waves of hair cascade over a woman’s shoulder. She gives a flirtatious flick of her locks and tells viewers that they too can get such a luxurious mane — if they buy the shampoo she is holding up to the camera. That is the script for your standard shampoo commercial.

Cut to the television spot for Sunsilk’s Lively Clean & Fresh shampoo. Another young, smiling woman is the star, but there is not a strand of hair in sight. Her tresses are completely covered by a tudung, the head scarf worn by many Muslim women in Malaysia.

The pitch? Lively Clean & Fresh helps remove excess oil from the scalp and hair — a common problem among wearers of tudungs, according to Unilever, the manufacturer. The company says the product is the first shampoo to speak directly to the “lifestyle of a tudung wearer.”

For decades, many Western company failed to appreciate the unique needs of Muslim consumers, marketing experts say. Worse, some companies offended potential customers by not understanding religious sensitivities. But as the Islamic population has grown in size and affluence — there are now 1.57 billion Muslims worldwide — more multinationals are seeking to tap into the market.

Instead of simply importing products and advertising from the West, companies are increasingly developing marketing campaigns — and formulating products themselves — with Muslims firmly in sight.

“Islamic marketing,” some experts say, is the next wave in branding, and now, as the holy month of Ramadan begins, activity is surging.

“For the last few years, it’s been China and India,” said Paul Temporal, an associate fellow at the Said Business School at the University of Oxford. “The next big market is the Muslim market. There’s this huge group of people who have been relatively untapped in terms of what they want and need, and they represent a tremendous opportunity.”

John Goodman, Ogilvy & Mather’s regional director for South and Southeast Asia, is more blunt: “It’s like being in 1990 and telling people that China doesn’t matter. Twenty years ago you might have said that, but now you’re being foolish.”

With Muslim-majority countries spread from Southeast Asia to Africa, and Muslims speaking numerous languages and adhering to varying standards of dress and other customs, approaching the group as consumers can be complex. But as with all marketing exercises, experts say, rule No.1 is to avoid causing offense.

Nike committed a legendary error when it released a pair of athletic shoes in 1996 with a logo on the sole that some Muslims believed resembled the Arabic lettering for Allah. Given that Muslims consider the feet unclean, “producing shoes with the name of God on the soles of the feet is not a good idea,” said Mr. Goodman, who converted to Islam in 1999. “They recalled 800,000 pairs of shoes globally.”

Describing the Nike episode as a “wake-up call” for companies, Mr. Goodman said it had also been a turning point for Muslim advocates, who realized that “if they make a noise, companies would listen and change, that they had economic and social influence.”

Unilever says the Sunsilk Lively Clean & Fresh shampoo, which is sold in Malaysia and Singapore, was created for people who suffer from oily scalps after wearing any head covering, be it a baseball hat or head scarf. After company research showed that many women who wear the tudung complained of oily scalps, it introduced the television commercial aimed at them.

The ad begins with a young woman saying that now she can do what she wants because she no longer has to worry about itchiness, before she goes on to kick a goal in a coed soccer game.

Other companies are taking steps to reassure consumers that all of their products — not just food — are halal, or permissible under Islam, by having them officially certified.

Colgate-Palmolive, for instance, claims to be the first international company to have obtained halal certification in Malaysia for toothpaste and mouthwash products. Some mouthwashes may contain alcohol, which would be forbidden under halal guidelines.

Colgate’s products now bear the halal logo, which also is featured in the company’s television commercials.

The mobile phone industry has also started focusing on Muslim consumers, with the introduction of a number of applications, including religious calendars and Koran downloads.

Nokia made a concerted effort to appeal to Muslims starting in 2007, when it introduced a phone for the Middle East and North Africa markets that came loaded with a number of applications, including an Islamic Organizer with alarms for the five daily prayers, two Islamic e-books and an e-card application that lets people send SMS greeting cards for Ramadan. Starting this year, the company has been giving customers the choice of which applications they want, rather than loading them all on the phone.

Mr. Goodman, whose company recently completed a study of Muslim consumers in Malaysia, Egypt, Pakistan and Saudi Arabia and released an index benchmarking the appeal of certain brands to Muslims, said Nokia was rated favorably by Muslims. One Egyptian respondent said Nokia had “Islamic values” and offered products to suit the Egyptian consumer.

“Nokia is seen as being a very good corporate citizen and very sensitive to the local market,” Mr. Goodman said.

Muslim consumers are increasingly becoming a focus of research for the marketing industry and academics.

An international conference at Oxford in July on Islamic branding and marketing, which organizers said had been the first of its kind, attracted 200 people from Western and Muslim countries, as well as academics.

Mr. Temporal is leading a major research project on the topic at the business school, which has started offering courses for companies wanting to expand in the market.

Ogilvy & Mather recently established a new arm, Ogilvy Noor, which the company describes as “the world’s first bespoke Islamic branding practice.” Ogilvy Noor is led by employees in Muslim markets in Asia, the Middle East, Europe and North Africa. (Noor means “light” in Arabic.)

The company has also introduced the Noor index, which rates the appeal of brands to Muslim consumers. The index was formulated on the basis of how consumers ranked more than 30 well-known brands for compliance with Shariah, or Islamic law.

Lipton tea, owned by Unilever, topped the list, followed by Nestlé.

Nestlé was one of the first multinationals to pursue the global halal market, worth an estimated $2.1 trillion annually. Eighty-five of the company’s 456 factories worldwide have been certified halal, said Peter Vogt, Nestlé’s managing director for Malaysia.

Surprisingly, respondents to the Ogilvy poll ranked Emirates — the upscale airline based in Dubai and considered one of the most successful brands to have come out of the Middle East — near the bottom of the list, 27th among 35.

Mr. Goodman attributed Emirates’ low standing in the ranking to the fact that the company had tried to position itself as a global, secular brand, through characteristics like a multiethnic work force.

“It also serves alcohol, which almost all airlines do, but this is not seen as being Shariah-compliant,” he said. “It’s a fantastic brand in many ways, but for Muslim consumers, it’s not seen as a particularly Muslim brand.”

Meanwhile, brands that originate in Muslim countries are beginning to use sophisticated marketing to challenge Western multinationals. Some of these home-grown brands are savvy about using religious images in their advertising. Olpers, a Pakistani milk brand introduced in 2006, has been seeking to compete with Nestlé. Its television commercials for Ramadan in 2008 and 2009, developed with JWT, mention the beverage only briefly at the start and end.

Most of the commercials’ time is devoted to showing Muslims in prayer at mosques; Muslims at work in countries including Turkey, Pakistan and Morocco; and Muslims doing good deeds like helping the elderly.

Ogilvy says the commercial aimed to “situate the modern Muslim in the context of the Ummah, or the global Muslim community, reminding them of their larger interconnectedness and giving them an enormous sense of belonging.” The commercial also emphasizes the ideas that “all are equal in the eyes of God” and “brotherhood is a crucial component of success” by equating the work of, say, a craftsman in Brunei and a scientist in Egypt.

The 2009 spot navigates between tradition and modernity by featuring Atif Aslam, a Pakistani pop singer, and Dawud Wharnsby, a Canadian songsmith who converted to Islam. “We have a message of peace for the earth,” they sing.

Such choices reflect research by Ogilvy showing that young Muslim consumers are different from their Western “Generation Y” counterparts in that they believe that by staying true to the core values of their religion, they are more likely to achieve success in the modern world.

Experts say multinational companies will increasingly need such insights as they expand in Muslim countries. With the market growing rapidly and consumers becoming more astute, Mr. Temporal and others say time is of the essence.

“The first-mover advantage is always there,” he said.
(Link to NY Times)

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HHRD and Muslim Ad Network Launch Awareness Campaign for Haiti

Posted by:admin | Posted on: April 12th, 2010 | 0 Comments

HHRD and Muslim Ad Network Launch Awareness Campaign for Haiti

Helping Hand for Relief and Development (HHRD), a global relief organization responding to human sufferings in emergency and disastrous situations all over the world, has joined hands with Muslim Ad Network, the leading online advertising network focusing on Muslims, has launched a joint campaign to provide aid to the victims of the major earthquake that recently took place in Haiti.

HHRD is working with their team of medical professionals, local doctors and volunteers on the Medical Base Camps in Port-au-Prince. They have been treating patients everyday, travelling to remote areas where many have not had access to medical care since the earthquake. Being one of the first relief agencies to arrive in Port-au-Prince, they were able to assess what items would be essential for the Haitians and focused their efforts on gathering medical supplies, shelter arrangements, food and water. As a result, HHRD has launched their “Muslims for Haiti” website www.muslimsforhaiti.org with continuous updates from their representatives on the ground.

Muslim Ad Network, through its website publishers, can reach over 5 million Muslims in North America and their “Haiti Relief Campaign” for HHRD will help raise donations for this relief effort. The U.S. Muslim population is estimated to donate and raise over $20 million dollars through relief organizations such as HHRD, which plays a part in raising awareness, fund-raising, in addition to programs to help those in need. They were one of the first relief organizations on the ground after the disaster and immediately launched a $1.5 million appeal. HHRD has sponsored medical professionals from all around the world and setup a relief camp that is at the forefront of personal relief work in the area.
HHRD President noted that “Launching this humanitarian advertising campaign to preserve the dignity of vulnerable earthquake victims is in all circumstances a required duty for Muslims worldwide. The fact that Muslim Ad Network is supporting this fundamental Islamic tenant by providing discounted advertising for HHRD to raise awareness for Haitian donations is great. This type of support for charitable relief is unique and will help raise funds to heal the wounds of suffering people in Haiti regardless of religion, language or race. We are grateful for the support of American Muslims in one of the most impoverished and disaster ridden countries in the world.”
“Muslims in America feel for the helplessness and suffering of the Haitian earthquake victims and eager to fulfill their Islamic duty of social responsibility. We are pleased to be launching this outreach campaign. We believe it is our duty to provide support to the tragedy in Haiti,” said Ashar Shah, West Coast Regional Coordinator.

ABOUT MUSLIM AD NETWORK:
Muslim Ad Network™, headquartered in Los Angeles, California, helps businesses connect to the Muslim market on the internet and beyond. Muslim Ad Network is the leading digital media company servicing the Muslim community and includes some of the most well respected digital brands for the Muslim consumer. Flagship sites within the Muslim Ad Network™ such as Zabihah.com target the diverse interests within the Muslim culture. The network of sites offers its consumers complete access to fully-integrated, multi-platformed online news and entertainment portals, while offering advertisers the opportunity to directly reach the Muslim consumer. As a market leader in Muslim market advertising solutions, the Muslim Ad Network™ is dedicated to successfully acquire new customers for its clients. Muslim Ad Network™ offers marketing consulting, campaign management and customer education services tailored to bringing the buying power of Muslim American to its clients.

For more info, visit us at www.MuslimAdNetwork.com

ABOUT HHRD:
Helping Hand for Relief And Development is a global humanitarian relief and development organization responding to human sufferings in emergency and disastrous situations anywhere all over the world regardless race, gender, ethnicity, class, location, religion, color, cultural diversity and social background; with special focus in countries where the massive population living below the poverty line like Pakistan, India, Bangladesh, Afghanistan, Kenya, Sudan and many others. We have also partners range from small community support groups to national alliances and international networks seeking education for all, justice and action against poverty, class and gender discrimination and natural calamity. Our work with the co-partners underlines the issues that emerge after any natural upheaval or affect poor and voiceless people.
In addition to our emergency relief efforts under natural or man made disasters areas, we also work on long term relief and development program like Livelihood, Economic Empowerment, Orphan and Widows Support Program and Skill Development Program.

We have a unique vision and direction. We don’t impose solutions, but work with communities over many years to strengthen their own efforts to throw off poverty. We constantly seek new solutions and ask ourselves how we can make the greatest impact with our resources. We make the most of our skills and abilities by working at many levels – local, national, regional and international. We believe in a helping hand, not a handout, to create a condition in which people actively participate in the development process.

To donate, visit www.MuslimsForHaiti.org

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Time Magazine: Halal: Buying Muslim

Posted by:admin | Posted on: May 15th, 2009 | 0 Comments

By CARLA POWER

Time was, buying Muslim meant avoiding pork and alcohol and getting your meat from a halal butcher, who slaughtered in accordance with Islamic principles. But the halal food market has exploded in the past decade and is now worth an estimated $632 billion annually, according to the Halal Journal, a Kuala Lumpur-based magazine. That’s about 16% of the entire global food industry. Throw in the fast-growing Islam-friendly finance sector and the myriad other products and services cosmetics, real estate, hotels, fashion, insurance that comply with Islamic law and the teachings of the Koran, and the sector is worth well over $1 trillion a year.

One reason for the rise of the halal economy is that the world’s 1.6 billion Muslims are younger and, in some places at least, richer than ever. Seeking to tap that huge market, non-Muslim multinationals like Tesco, McDonald’s and Nestlé have expanded their Muslim-friendly offerings and now control an estimated 90% of the global halal market.

The burgeoning Islamic finance industry is using the global economic crisis to win new non-Muslim customers. Investors are attracted by Islamic banking’s more conservative approach: Islamic law forbids banks from charging interest (though customers pay fees) and many scholars discourage investment in excessively leveraged companies. Though it currently accounts for just 1% of the global market, the Islamic finance industry’s value is growing at around 15% a year, and could reach $4 trillion in five years, up from $500 billion today, according to a 2008 report from Moody’s Investors Service.

Those who define the halal market in the traditional sense as a matter of meat, and no more see the industry stopping at Islamic food standards. But the movement’s more bullish advocates envisage Muslim cars and halal furniture built in accordance with Muslim finance, labor and ethical principles. Citing the kosher and organic industries as successful examples of doing well by doing good, some entrepreneurs even see halal products moving into the mainstream and appealing to consumers looking for high-quality, ethical products. A few firms that comply with the Shari’a code the religious laws that observant Muslims follow point out that already many of their customers are non-Muslim. At the Jawhara Hotels, an alcohol-free Arabian Gulf chain run by the Islam-compliant Al Lotah conglomerate, 60% of the clientele are non-Muslims, drawn by the hotels’ serenity and family-friendly atmosphere. Dutch-based company Marhaba, which sells cookies and chocolate, says a quarter of its customers are non-Muslims, mostly people concerned not about religious edicts but about food safety. “People are always looking for the next purity thing,” says Mah Hussain-Gambles, founder of Saaf Pure Skincare, which markets halal makeup.

Going Mainstream
Today, though, the big business is in working out how to serve the increasingly sophisticated Muslim consumer. “The question now for companies is: What products and services are you going to provide to help Muslims lead the lifestyle they want to lead?” asks the Halal Journal’s Abdullah. It’s a code worth cracking. A 2007 report from the global ad agency JWT describes the Muslim market thus: “It’s young, it’s big, and it’s getting bigger.” Parts of it are well-educated and wealthy. The buying power of American Muslims alone is estimated at a hefty $170 billion annually. But with few exceptions, American marketers ignore them, says Ann Mack, JWT’s director of trendspotting. “Muslims don’t feel that brands are speaking to them,” she says. “When we did the study, it was very difficult to find mainstream companies that were making significant programs geared toward the Muslim population.”

That’s less of a problem elsewhere. Indeed, the most innovative new halal products and services often come out of Europe and Southeast Asia, places where your average food supplier or bank may know little, if anything, about halal. In Europe the biggest growth region according to the Halal Journal young devout Muslims are hungry for Islamic versions of mainstream pleasures such as fast food. “The second- and third-generation Muslims are fed up with having rice and lentils every day,” observes Darhim Hashim, CEO of the Malaysia-based International Halal Integrity Alliance. “They’re saying, ‘We want pizzas, we want Big Macs.’ ” Domino’s now sources halal pepperoni from a Malaysian company for the pizzas it sells from Kuala Lumpur to Birmingham; KFC is testing halal-only stores in Muslim areas of the U.K., and the Subway sandwich chain has halal franchises across Britain and Ireland. (See pictures: “The Hajj Goes High-Tech”.)

Swiss food giant Nestlé is a pioneer in the field. It set up its halal committee way back in the 1980s, and has long had facilities to keep its halal and non-halal products separated. Turnover in halal products was $3.6 billion last year, and 75 of the company’s 456 factories are geared for halal production.

For non-food companies like South Korea’s LG and Finnish cell-phone giant Nokia, targeting Muslims is also big business. LG offers an application to help users find the direction of Mecca, while Nokia has free downloadable recitations from the Koran and maps showing the locations of major mosques in the Middle East. Such offerings increase brand loyalty, according to market research by the Finland-based Muslim lifestyle portal Muxlim.com. “There’s a lot of room out there for mainstream brands to appeal to Muslims without making changes to their products,” says Muxlim.com’s CEO Mohamed El-Fatatry. “It’s just about their marketing messages, about showing that this brand is interested in them as consumers.”

It’s Not Just Business
The growing Muslim market is a sign of a newly confident Islamic identity one based not on politics but on personal lifestyles. “Muslims will spend their money more readily on halal food and products than on political causes,” says Zahed Amanullah, European managing director of the California-based Zabihah.com, an online guide to the global halal marketplace.

Like many Muslim Americans, Amanullah grew up eating Jewish kosher food in order to conform to Muslim strictures on animal slaughter. But increasingly, there’s no need for Muslims to go kosher. Zabihah offers tens of thousands of reviews of halal restaurants, from fried chicken joints in Dallas to pan-Asian restaurants in Singapore. Says Amanullah: “We can’t keep up.”

Western Muslims, whose minority status sharpens their sense of identity, are also helping refine the notion of a Muslim lifestyle. In Britain, advertisers are increasingly embracing the power of the “green” pound (that’s Islamic green, not environmental green), says Sarah Joseph, editor of Emel, a glossy lifestyle monthly for British Muslims. When Emel launched in 2003, the notion of a Muslim lifestyle barely existed. “People were confused that we could present everything from food, fashion, travel and gardening, all from a Muslim perspective,” says Joseph. But Muslims are the fastest-growing segment of the middle class in Britain; they have big families an average of 3.4 children against the national average of 1.9 so they buy big cars; they spend money on home decoration and twice-yearly vacations “not just going back to Pakistan or Bangladesh, like their [immigrant] parents did,” says Joseph. Bucking the current publishing trend, Emel is hiring extra staff and planning new magazines to cater to Muslim readers. Advertisers include British Airways and banking giant HSBC.

To keep growing, halal firms know they can’t simply rely on religion. “Ideology does not fit within a consumer mindset,” observes Amanullah of Zabihah.com. “At the end of the day, people will not buy halal simply because it’s halal. They’re going to buy quality food. Ideology doesn’t make a better-tasting burger, a better car, or a better computer.” But it sure makes a powerful marketing pitch.

By the numbers …
16% Halal’s share of global food industry
$632 billion Annual halal food market
1.6 billion Worldwide Muslim population

Source:
http://www.time.com/time/magazine/article/0,9171,1898247,00.html
(more…)

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