Islam is the fastest growing religion in the world, which also means that the number of Muslim consumers has also drastically increased. The Halal food industry is growing exponentially, which is great news for enthusiastic halal foodies who seek out opportunities to indulge in the freshest and tastiest halal food on the market.
Want to learn more about Halal trends in 2015? Read this.
A younger and more culturally diverse Muslim population has given birth to halal foodies, whom represent a new and lucrative market that has created ample opportunities for brands to increase earning potential while giving a new wave of consumers, Muslim and non, what they love: halal food.
Instead of relying on solely traditional marketing techniques, brands must use creative measures to find their place in the halal foodie world. The Millennials who dominate the halal foodie scene are looking for variety, adventure and above all, a delicious meal. They have been known to pay for quality, even on a budget, and are influenced by the media and their peers.
So as a business, how can you reach the Halal foodie?
Go where the Halal Foodie Goes
Brands seeking to attract the halal foodie would do well to be present at live events that are centered around halal food. Halal food festivals are becoming a popular trend that has made reaching the Muslim consumer more feasible. Although relatively new, Halal Food Festivals are increasing in popularity around the globe and, collectively, reach hundreds of thousands of Muslims and halal foodies annually.
Businesses can apply for vendor or exhibitionist status at one or more of the many annual Halal food expos or events so that they can directly interact with consumers and highlight the best of what their brand offers. If being a vendor is not feasible, businesses have the option to invest in sponsorship of shows, giving them access to a variety of advertising and promotion avenues that will allow the brand to be seen and make an impact.
The Halal Food Festival of Toronto hosts more than 100 exhibitors and attracted more than 27,000 attendees in 2014. America’s largest Halal Food and Eid Festival drew in more than 18,000 guests in both 2013 and 2014, with big brand sponsors that included Saffron Road Food, Qatar Airways, Illume Magazine and Yelp.
Be What the Halal Foodie Sees
Halal foodies spend a lot of time online, so naturally having a dominant media presence and focused strategy is key. Businesses should do research to identify where their target market spends most of their time. Facebook and Twitter are natural choices, while Instagram and Pinterest can be strategic ones. In an image-dominated world, pictures can be worth much more than just a thousand words to businesses.
Bloggers are a big thing in 2015 and companies pay top dollar to get their products into the hands of popular influencers who can flex their social-reach muscles. There are many opportunities for brands to collaborate with influencers who host food, family, lifestyle, and travel blogs that attract the halal foodie. Opportunities could include, and are not limited to, sponsored posts, giveaways, social media promotion, and ad display.
One of the most notable halal food blogs, My Halal Kitchen, is a cooking blog that features culinary tips, wholesome halal recipes, and halal resources and information to its readers. With over one million Facebook fans, more than 10 thousand Twitter followers, and upwards of 3,000 followers on both Instagram and Pinterest, it is no wonder that you will find advertisements of some of the top halal brands in the industry displayed on the blogs pages.
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Another opportunity for businesses to reach the halal foodie is through magazines advertisements in digital and print. Azizah Magazine, Sisters Magazine, and Emel are a few publications that serve a vast Muslim audience, have segments dedicated to halal food and offer advertising opportunities for businesses.
Learn what the Halal Foodie Loves
Taking the halal approach can be an unfamiliar and challenging journey that can be made easier with the help of halal industry experts in research, Islamic Branding and advertising.
Islamic Branding firm Ogilvy Noor offers full Islamic branding services, innovative research in the Muslim market, and guidance for Islamic and non brands to help them expand their consumer base. Halal & Co is another full-service marketing and management agency that helps brands “gain an in-depth understanding of the halal consumer” and positions campaigns strategically for success.
At Muslim Ad Network, we specialize in marketing to Muslims online and drive successful campaigns that bring businesses closer to the Muslim consumer. We offer exclusive services that allow businesses to maintain control of their media dollars while taking full advantage of our industry expertise with geo-targeting, email advertising, and rich media, video and banner ads on top publisher sites.
In a $600 billion dollar and growing market, it is more important now than ever before for businesses to understand the principles of Halal food so that they can establish strong connections in the halal market in order to catch the attention of the halal foodie. Good, and halal, business practices are a sure way to get a brand noticed while quality and creativity is the ultimate way to get a brand loved.