The Muslim population is rising, and Halal products and services are increasingly in demand. The global Halal Food Market is projected to grow from USD 2,548,468.5 million in 2024 to USD 4,934,726.8 million by 2031, with a compound annual growth rate (CAGR) of 9.90%, with Asia Pacific growing at a rapid rate of 11.9%, according to Cognitive Market Research.
Due to this demand, many businesses are taking steps to apply halal certifications to widen their market reach and cater to this increasing demographic. Attracting Muslim customers requires businesses to understand and be sensitive to their preferences. Therefore, this includes being aware of the non-tolerable things that could discourage Muslim consumers.
1) Displaying the Halal Logo Without Applying for Halal Certification
Using a halal logo without applying for halal certification is a serious violation in many countries. It will not only lead to legal consequences but will also erode trust among customers, which will break a business’s reputation and eventually cause a financial loss. In Malaysia, JAKIM (the Department of Islamic Development Malaysia) has warned that businesses caught engaging in this practice can face fines of up to RM5 million, while individuals can be fined up to RM1 million and face imprisonment for up to three years.
2) Offering Non-Halal Food and Halal Food in the Same Premise
Offering non-halal and halal food on the same premises can be problematic, especially if there is a risk of cross-contamination. In restaurants, it is prohibited to use the same frying oil, grill, utensils, tools, plates, storage areas, or preparation surfaces for both halal and non-halal food. This includes all aspects of the premises, as cross-contamination can occur at any point during the food handling process. Proper segregation is essential to maintain the integrity of halal food and prevent any contamination that could render the food non-halal.
If a company operates branches in different locations and one of those branches offers non-halal food, it is essential to maintain transparency. Customers are likely to question the practices at the headquarters (HQ) or manufacturing facility, especially if there is a perception of inconsistency in how halal standards are maintained across locations. To avoid misunderstandings, halal certification for each branch helps to avoid further confusion.
3) Using Inappropriate Labelling and Advertising For Products and Services
Islamic symbols and culture have profound religious and historical meanings. Using religious names or symbols, like the names of Allah and the ayah of the Quran, in movies, music, or fashion where they may be made light of or misunderstood, is considered disrespectful. It must be used properly in suitable settings, like in religious venues.
While it’s okay to use them respectfully in religious settings, using verses from the Qur’an (ayah) in art or decor is not allowed because the Qur’an is sacred and should be treated with great respect. Additionally, promoting clothing or products that do not adhere to Islamic guidelines is also disrespectful. For example, marketing hijabs with models wearing revealing or immodest clothing or labeling immodest clothing as “modest” is inappropriate and disrespectful.
4) Produce Foods or Products That Resemble Forbidden Substances (najs mughallazah)
When foods or products resemble forbidden substances, it can lead to confusion and misrepresentation to customers. For instance, food shaped like pork meat can cause hesitation. If one eats food that is shaped like animals, such as dogs or pigs, even though it uses halal ingredients, it may give a negative impression, which is something that Muslims should avoid. Not only that, but it could also negatively impact its eligibility for Malaysian Halal Certification.
5) Unsuitable Location for Halal Food Processing and Food Premises
Food premises located near non-halal businesses that sell pork, alcohol, or other non-halal items risk contamination and confusion. To comply with halal standards, it is essential to avoid sharing spaces with or being situated close to it. Halal premises must also prioritize cleanliness and maintain a hygienic environment, as emphasized in Islamic rulings.
6) Not Fulfilling Gender Segregation Preferences
Muslim consumers often require private spaces that are separated from the opposite gender to maintain modesty and privacy. These spaces include prayer areas, spas, hair salons, hostels, swimming pools, and changing rooms. For some, gyms with women-only sections are also preferred to ensure they can exercise away from the male gaze. When businesses do not put importance on this, Muslim consumers might prefer other places that offer this type of accommodation.
Conclusions
As more people seek Halal products and services, non-Muslim businesses need to be careful and respectful if they want to attract Muslim customers. Avoiding the six non-acceptable actions mentioned is essential. These include using fake Halal logos, mixing Halal and non-Halal food in the same space, and misusing religious symbols.
Such mistakes can hurt a business’s reputation and lose the trust of customers. By following the right practices and getting proper Halal certification, businesses can meet the needs of Muslim consumers and also benefit from the growing Halal market.
