Nourish Food Marketing Releases New Halal Consumer-Insights Study

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TORONTO — Nourish Food Marketing has just completed its fifth-annual Halal-shopper study. The study, which surveyed more than 1,000 principal grocery shoppers, has significant implications for food manufacturers, retailers and restaurants as the Halal market continues to be an underserved, yet fast-growing population.

Recent Statistics Canada data estimates Canada’s Muslim population to be 1.4 million and projects the Muslim population will exceed the size of the Chinese ethnic market by 2021 (as projected by Statistics Canada via alternative religious mobility).

But, despite being a diverse, thriving and growing community, the study found the majority of Halal consumers continue to feel underserved: 57 per cent of respondents do not believe grocery-food chains are doing a good job meeting their needs; 62 per cent feel the same way about major food companies. These ratings have remained at about the same level for the past five years.

“While we know that both retailers and food companies are doing a better job meeting the Halal shoppers’ needs, we’re also seeing the Halal consumers’ expectations rise,” says Salima Jivraj, head of Nourish Multicultural and founder of Halal Foodie and the Halal Food Festival.

The study also provides insight to guide marketing strategies, highlight gaps in the marketplace, assess the strength of Halal-certification bodies and brands and shows how best to connect with the Halal market segment.

Due to Canada’s immigration policy, this is a very well-educated consumer group with strong earning and spending potential. “Where other market categories see a growth of one to two per cent, the Halal market is growing between 10 and 15 per cent annually,” says Jo-Ann McArthur, president of Nourish Food Marketing. “Companies can no longer afford to miss this consumer.”

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