Halal producers target non-Muslim and ethical lifestyle consumers

By Natasha Spencer

- Last updated on GMT

Halal producers target non-Muslim and ethical lifestyle consumers
Market research company, Mintel, finds that while the Muslim population continues to grow in APAC, halal cosmetics players are seeking certification to enter the non-Muslim cosmetics sector.

New markets

As the younger generation has become increasingly interested in beauty and grooming routines, the halal segment has appealed to the growing Muslim population throughout the APAC region.

Despite the halal beauty industry growing alongside the Muslim population, it has remained a niche market for many years. Now, however, it is entering the mainstream cosmetics area, marketing its benefits to the non-Muslim target audience and the natural and organic healthy living sector.

Mintel emphasises that when it comes to product selection, the term ‘holistic’ is frequently on the minds of consumers, who seek ‘all natural’ items that support their beauty regimes without causing chemical-induced side effects or skin damage.

As the term halal gathers momentum in the beauty world, consumer awareness is on the up and so product packaging that contains the halal certification is expected to appeal to the global cosmetics market.

Strongest region

APAC remains the leading region when it comes to halal product launches and sales. The Mintel Global New Product Database (GNPD) found that 73% of new halal beauty products released between 2014 to 2016 were from APAC.

Additionally, we can expect to see brands continuing to grow their market share within the Muslim market as beauty and personal care brands include imagery of women wearing hijabs in advertising campaigns and on product packaging to directly appeal to Muslim shoppers.

Certification challenges

Unlike other beauty sectors, brands looking to release and promote halal products are pushing for certification to create trust, confidence and loyalty with their desired consumers.

For many global brands looking to enter the market, gaining certification can prove a lengthy, expensive and resource-heavy process. In Asia alone, it can often take a minimum of five months to successfully achieve halal certification and is an expensive process to complete.

While many brands are still choosing to start the halal certification process, there are ongoing concerns that the term ‘halal’ could become ‘over-commercialised’ by big global names and therefore reduce or remove the basis of halal and its religious meaning.

Therefore, Mintel’s report suggests that brands looking to obtain halal certification should first focus their efforts on connecting religious practices with beauty and personal care to maintain the halal concept.

Leading the way

India and Indonesia are seen as two attractive key growth markets for brands entering the halal sector.

Mintel reports that India is expected to see the fastest growth of its Muslim population. Indonesia is also tipped for success as it has the largest Muslim population.

Indian brands, in particular, are looking to focus on halal beauty and appeal to Asian markets through encouraging natural and ethical lifestyles.

Innovation is likely to progress and brands strive to maximise the promotion of halal products and benefits associated with them.

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