More than anything else, it’s a case of tailoring the meaning and message to suit and resonate with the target demographic. Even though Muslim consumers reside in different countries, speak diverse languages and have greatly different cultures, they embody a common lifestyle.
Halal is "permissible" in Arabic, and is a diet in accordance with religion honoured by Muslims. It forbids the consumption of alcohol (in cooking as well), pigs and any meat that has not been slaughtered observing the standards of Islamic law.
There is none other market segment like the 1.6 billion Muslims who are united by a common belief system that directs what they eat and drink, do business, and live their life.
The purchasing power of Muslims the world over has also caused brands like McDonald’s, Nestlé, LG, Nokia, and KFC to test products designed to fit their sensitive, religious needs.
When a Muslim family thinks of a holiday, their need to have trouble-free access to halal food, prayer rooms and accommodation without alcohol, must be handled differently. Destinations like Malaysia and Brunei that already have reasonable Muslim population have begun catering to these needs in an efficient manner.
Considering halal food, cosmetics, real estate, hotels, fashion and insurance, it all amounts to a sector valued at over $1 trillion annually.
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