The rise of the halal category comes hand-in-hand with a rising segment of young, modern Muslim women, keen to combine religious observance with an emphasis on fashion and beauty.
Halal beauty and personal care is seeing its popularity rise right across the Asia Pacific region, and is gaining traction particularly in the South East area, including Indonesia, India and Pakistan, and in the Middle East.
According to Future Market Insights, a market research analysis firm, the halal sector will witness an annual growth rate (CAGR) of 9.9% through to 2020, and reach a valuation of US $2.47bn in Asia alone.
Connecting with your market
Simply marketing halal products isn't enough for distant multinationals looking to seduce the consumer-base inclined towards halal products, which tends to be made up of discerning shoppers seeking out culturally appropriate cosmetics goods.
Oru Mohiuddin, senior beauty analyst with market research firm Euromonitor International, says that consumers looking for halal offerings are likely to connect more closely with a local brand than a beauty giant headquartered in a non-Muslim country.
"To succeed, multinationals need to develop a distinct brand identity and clear marketing messages, in addition to just certifying products as halal. Furthermore, for a more targeted portfolio it is necessary to develop a good understanding of Islamic rituals,” she recently confirmed.
Up and coming conferences
In confirmation that the sector is beginning to firmly establish itself as a strong market force, the first international Conference on Halal Cosmetics and Toiletries was held in Kuala Lumpur, Malaysia in April of last year.
It hosted manufacturers, distributors, and certification agencies in the sector, looking to cement the sector's standing in the marketplace.
The event organisers Asif International considered the segment as emerging and having enormous potential, “given that Muslims are the world’s fastest growing consumer segment”, they stated.