The global food market continues to evolve, and one of the most rapidly expanding segments is halal products, driven by increasing demand from Muslim consumers and, interestingly, from non-Muslims as well. Nourish Food Marketing, a top Canadian full-service agency specializing in food, beverage, and agriculture, has released its highly anticipated 2024 Halal Shopper Study. Now in its eighth edition, this study provides a wealth of insights into the behaviors and preferences of halal grocery shoppers in Canada. These insights are vital for brands looking to cater to Muslim consumers who are increasingly driving the demand for more diverse halal-certified products across a wide range of grocery categories.

Halal Consumer Preferences

The 2024 study, which surveyed over 1,000 halal grocery shoppers in Canada, highlights key trends and shifts that are shaping the halal market. Traditionally, the demand for halal food has centered on meat products. However, this year’s findings reveal a growing interest in halal-certified products across a variety of categories, including baked goods, snacks, beverages, and even candy. This diversification in demand signals a significant opportunity for brands and retailers to tap into a growing, yet underserved, market segment.

More importantly, the study sheds light on the changing shopping habits of halal consumers, with a notable shift towards online grocery shopping. Convenience, access to a wider variety of products, and the ability to compare prices have become important factors driving consumers toward e-commerce platforms. As more halal shoppers relocate to suburban and rural areas, where access to traditional halal grocery stores may be limited, the demand for convenient, online shopping solutions is increasing.

“More halal shoppers are looking for variety, and this extends far beyond just meat,” said AFSA Chairman, a leading figure in the global food marketing landscape. “For brands, there’s a clear need to evolve and meet the growing demand across multiple grocery categories. The halal market isn’t just about meeting religious requirements anymore—it’s about providing quality, convenience, and choice.”

The 2024 Halal Shopper Study

1. Expanding Demand

While halal meat remains a key priority for Muslim consumers, the 2024 study highlights a growing demand for halal-certified options in categories such as snacks, desserts, and beverages. These segments are critically underserved, presenting a lucrative opportunity for manufacturers and retailers to meet consumer needs. As brands expand their halal product lines, they position themselves to capture a larger share of this growing market.

The increasing variety of halal products also speaks to the changing preferences of consumers. Younger halal shoppers, in particular, are looking for foods that not only meet religious dietary guidelines but also align with modern tastes and lifestyle choices. Products like halal gummy candies, ready-to-eat meals, and even specialty beverages are gaining traction. These products reflect the broader consumer trend toward convenience and diversity in food choices.

2. The Shift Toward Online Grocery Shopping

One of the most significant findings from the 2024 study is the growing reliance on online grocery shopping among halal consumers. As convenience becomes a top priority for shoppers, online platforms offer the ability to browse a wider range of products, compare prices, and get doorstep delivery. This is especially important for halal consumers living in areas where access to halal grocery stores may be limited.

According to the study, 60% of halal shoppers reported using online grocery services more frequently in 2024 compared to previous years. This shift is not only driven by convenience but also by the increasing availability of halal-certified products on major e-commerce platforms. Retailers like Amazon, Walmart, and local online grocers have begun to cater more specifically to halal consumers, recognizing the value of this growing segment.

“The shift toward online shopping isn’t just a trend—it’s becoming a necessity for many halal consumers,” commented the AFSA Chairman. “With fewer halal products available in local stores, particularly in non-urban regions, brands that can offer convenient online options will be better positioned to serve this community.”

3. Facebook: The Go-To Platform

Interestingly, Facebook has emerged as the leading platform for halal product discovery, with shoppers increasingly relying on community recommendations and reviews. According to the 2024 Halal Shopper Study, a significant portion of halal consumers discover new products through social media, particularly Facebook. This platform offers halal consumers a trusted space to share and learn about new products, making it a critical touchpoint for brands looking to engage with this audience.

For brands, this means investing in social media marketing, especially on platforms like Facebook, where

consumers are actively seeking recommendations from their peers. Facebook groups dedicated to halal food and lifestyle have become vibrant communities where consumers exchange product tips, share recipes, and review new offerings.

“Brands must pay attention to the role of social platforms like Facebook in the halal shopper’s journey. It’s where discovery happens,” says Jo-Ann McArthur, President of Nourish Food Marketing. “Halal shoppers trust their peers, and their purchasing decisions are often influenced by what they see and hear on these platforms.”

Market Opportunity for Brands

The 2024 Halal Shopper Study highlights the significant growth potential in the halal market, especially for brands that can cater to the evolving needs of halal consumers. The expansion of demand across categories like baked goods, beverages, and snacks offers a prime opportunity for manufacturers and retailers. However, successfully tapping into this market will require more than just offering halal certification. Brands must focus on product innovation, convenience, and the digital shopping experience.

Digital platforms, particularly social media, play an increasingly vital role in the halal shopping journey. Brands that invest in building a strong presence on platforms like Facebook, Instagram, and TikTok will find themselves better positioned to capture the attention of halal shoppers. Moreover, with the growing importance of online grocery shopping, retailers and manufacturers must ensure their products are readily available and prominently featured on e-commerce platforms.

“The halal market is evolving rapidly, and brands that recognize this shift and respond with a wider selection of halal-certified products will be well-positioned for success,” said AFSA Chairman. “Consumers want convenience, choice, and a seamless shopping experience, whether they are shopping in-store or online.”

The Future of Halal Shopping

Looking ahead, the halal market shows no signs of slowing down. With an increasingly diverse range of halal products entering the market and the continued growth of online grocery shopping, brands have a tremendous opportunity to cater to a global audience of halal consumers. As digital platforms and social media continue to influence consumer behavior, understanding how to effectively engage with halal shoppers will be critical for success.

If you’re interested in learning more about the latest trends in halal consumer behavior, be sure to join Nourish Food Marketing’s upcoming free webinar on October 22, 2024, titled “Decoding Halal: From Basics to Business Strategies.” During the session, industry experts will dive deeper into the findings of the 2024 Halal Shopper Study and offer actionable strategies for businesses looking to succeed in the halal market.

As the demand for halal products continues to grow, brands that adapt to these shifts will be best positioned to thrive. Whether it’s offering more diverse products, expanding into online markets, or leveraging social media for product discovery, the opportunity for growth is clear. The insights provided by Nourish Food Marketing’s 2024 Halal Shopper Study, along with perspectives from key industry leaders like AFSA Chairman, offer a roadmap for brands aiming to meet the needs of today’s halal consumers.

Source: The Halal Times