Halal Meat: A Growing Market for Muslims and Non-Muslims Alike

As Canadian restaurants increasingly incorporate halal-certified meat into their menus, the growing importance of halal food in the global market is becoming more apparent. This trend caters to observant Muslim communities and taps into a rapidly expanding market, estimated to be worth $3.3 trillion globally.

The demand for halal products, both within Muslim communities and beyond, is skyrocketing, driven by religious adherence and rising secular interest. This surge in demand highlights halal food as a significant player in the global economy, underscoring its vital role in the broader market landscape.

Growing Demand for Halal Products by Muslim Communities

For many Muslims, consuming halal food is a religious obligation. The term “halal” means “permitted” or “allowed” in Arabic and applies not only to food but also to products like cosmetics and financial services. To be certified halal, meat must be slaughtered in a manner that meets specific religious guidelines, which include pronouncing the name of Allah during the slaughter and ensuring the animal’s blood is fully drained.

A study from 2020 highlighted the rapid growth of the global halal food market, which is expanding at an annual rate of 20%. This growth is fueled by demand from Muslim communities and non-Muslims seeking out these products in retail and dining settings. In Canada, this trend is evident as more restaurants offer halal options to cater to a diverse customer base.

Additionally, the global halal market’s expansion is driven by increasing awareness of ethical consumption. Many consumers, regardless of their religious beliefs, are drawn to halal products due to the perceived higher standards of animal welfare and food safety associated with halal certification. This broadens the appeal of halal food beyond traditional religious boundaries.

Case Study: Cluck N Cleaver

Cluck N Cleaver, a Calgary-based fried chicken chain, exemplifies this trend. The chain switched to a halal-certified chicken provider in 2020, a decision driven by a commitment to quality and inclusivity rather than political or religious motivations. Co-founder Francine Gomes, with a background in chicken farming, emphasized that the halal certification process ensures higher quality and better handling practices.

“The prices are relatively the same as conventional chicken now, and it just allows us to reach a broader market and maintain our cultural diversity,” Gomes noted. This approach has enabled Cluck N Cleaver to attract a wider customer base, including Muslim communities while maintaining high food quality standards.

The decision to switch to halal-certified chicken was also influenced by consumer demand. As more people seek out halal options, businesses that fail to offer these choices risk losing a significant portion of potential customers. For Cluck N Cleaver, the move to halal not only improved food quality but also enhanced customer satisfaction and loyalty.

Halal Certification and Market Expansion

Major chains like KFC, Popeye’s, and Boston Pizza are also incorporating halal options. However, this shift has sometimes sparked backlash, as seen with KFC in Ontario, where some customers called for a boycott over the switch to halal chicken. Despite this, the demand for halal products continues to grow.

Salima Jivraj, a halal consumer and multicultural lead at Nourish Food Marketing, highlighted the increased availability of halal food compared to a decade ago. “It is genuinely no different. The meat is the same,” she said, underscoring that halal certification does not alter the product’s essence but ensures it meets specific religious standards.

The backlash faced by some chains underscores a broader issue of cultural sensitivity and the importance of inclusivity in business practices. As Canada becomes more diverse, businesses must navigate these complexities carefully to serve all their customers effectively. Offering halal options is one way to demonstrate a commitment to inclusivity and respect for different cultural and religious practices.

The Role of Major Producers

Producers like Maple Lodge Farms have been pivotal in meeting this growing demand. Based in Brampton, Ontario, Maple Lodge Farms has offered halal meats for over 30 years through its Zabiha Halal brand. The company has seen significant growth in both restaurant and retail sales, with double-digit increases over the past seven years.

“We watch the retail market closely. We know that it’s growing at double digits, year over year over the last seven years,” said Sarah Khetty, the marketing director at Maple Lodge Farms. This growth is not limited to the Muslim population, which has more than doubled in Canada from 2001 to 2021 but also includes non-Muslims seeking high-quality halal products.

Maple Lodge Farms’ success highlights the importance of understanding and responding to market trends. By recognizing the growing demand for halal products and investing in this area, the company has positioned itself as a leader in the halal food industry. This strategy not only meets consumer needs but also drives business growth and profitability.

Certification and Economic Impact

The Halal Monitoring Authority in Toronto plays a crucial role in certifying halal products in Canada. While the certification process can add costs, the benefits of accessing a vast market make it worthwhile. Omar Subedar of the Halal Monitoring Authority pointed out the economic potential, stating, “There’s a huge market to tap into. So by making these modifications, you’re going to now grab that market share.”

As more producers and restaurants adopt halal practices, the availability of halal options continues to rise. This not only benefits Muslim communities but also contributes to the broader economy by fostering inclusivity and meeting the diverse needs of consumers.

The economic impact of halal certification extends beyond individual businesses. By supporting the growth of halal industries, certification bodies like the Halal Monitoring Authority help create jobs, stimulate local economies, and promote ethical business practices. This broader economic contribution underscores the importance of halal certification in today’s global market.

The adoption of halal-certified meat in Canadian restaurants is more than a religious consideration; it’s a strategic business move tapping into a growing global market. By ensuring their products meet halal standards, companies can attract a broader customer base, enhance food quality, and support economic growth. As the demand for halal products continues to rise, businesses that embrace this trend are well-positioned to thrive in an increasingly diverse market.

As the global halal market continues to expand, the importance of halal certification and inclusive business practices will only grow. Businesses that stay attuned to consumer needs and market trends can capitalize on the vast opportunities presented by the halal market.

By embracing halal certification and catering to both Muslim and non-Muslim consumers, companies can drive growth, enhance their brand reputation, and foster a more inclusive and diverse economy. Recognizing the immense potential of the halal market, businesses that adapt to this trend are well-positioned for significant success in the future. As the demand for halal products continues to rise, companies that serve both Muslim communities and the broader secular market will be better equipped to capitalize on this expanding opportunity.