​Long confined to neighborhood butcher shops, the halal market has undergone a spectacular metamorphosis in two decades. Today, this business is worth trillions of dollars and is no longer limited to the plate. From cosmetics to finance and tourism, an overview of a booming sector which is whetting the appetite of multinationals.
​The word “halal,†which means “lawful†or “permissible†in Arabic, is no longer just a matter of spirituality. It is a global economic engine. According to the latest reports from State of the Global Islamic Economythe global Muslim consumer market is now approaching dizzying heights, driven by dynamic demographics and the emergence of an ultra-connected and demanding Muslim middle class.
​From the plate to cosmetics, the extension of the domain of the licit
​If meat remains the historic pillar of the sector, halal has gone far beyond the borders of the agri-food industry. Today’s consumers seek ethical and religious consistency in all aspects of their daily lives.
- ​La « Modest Fashion » : Modest fashion has become a catwalk phenomenon, taken over by ready-to-wear and luxury giants.
- ​Halal cosmetics: Guaranteed without alcohol or pork fat, they appeal well beyond the Muslim community, riding the “clean and vegan” wave.
- ​Le tourisme « Muslim-friendly » : Alcohol-free hotels, single-sex beaches and certified food: the travel sector has had to adapt its infrastructure to capture this clientele with strong purchasing power.
​Multinationals attack green gold
​It’s no longer a secret: the biggest beneficiaries of the halal business are not necessarily those we think. Western agri-food giants like Nestlé (which was one of the pioneers in this area), Danone and Unilever have understood the potential of this market for years.
​For these multinationals, the challenge is twofold: to attract local populations in Europe and North America, but above all to open the doors to major export markets in Southeast Asia (Indonesia, Malaysia) and the Middle East.
​Did you know? Indonesia, the world’s largest Muslim country by population, has implemented strict regulations making halal certification mandatory for a vast majority of common consumer products, forcing global brands to adapt or risk being excluded from the market.
​The jungle from certification: the grand défi from traceability
​Behind this insolent growth lies a global puzzle: the absence of a single standard. Currently, hundreds of independent certification bodies (“certifiers”) share the global market, each applying their own criteria for interpreting religious texts.
​This fragmentation regularly creates controversies, accusations of “false halal” and latent distrust among consumers. To remedy this, countries like Malaysia and the United Arab Emirates are trying to impose their own international standards, transforming certification into a real tool of geopolitical influence.
​A new generation of consumers dictates its rules
​The future of halal is now being written under the leadership of “Millennials” and the Muslim “Generation Z”. More educated, more urban and connected, these consumers are no longer satisfied with the simple “halal” label. They demand that their products are also organic, fair trade, eco-responsible and respectful of animal welfare (It’s Thai).
​The halal business is therefore no longer a community niche, but a mature global market. For businesses around the world, the question is no longer whether to enter the halal market, but how to do so with authenticity and transparency.
