We hear these words daily: “premium quality,” “premium design,” and “premium lifestyle.” The word premium is thrown around so casually nowadays that the majority of consumers hardly take a moment to consider what exactly it means. In a world where branding is oftentimes more vibrant than content, especially in the growing Muslim market, it’s time to pose the question: Is this product truly premium or just priced that way?
Across industries, from personal care to F&B to fashion, businesses are repositioning their products as premium in a bid to be heard and drive margins. In theory, a premium product means something superior, crafted with greater care, and designed to meet more sophisticated needs. But in practice, too many brands assume it’s enough to make something look good in gold trim and charge twice the price to call it premium.
To Muslim consumers, premium is no longer about price or appearance. It’s about principle. It’s about whether the product aligns with a worldview built on values of cleanliness, fairness, transparency, and halal integrity. And beyond that, it’s an issue of trust. The trust that what is on the label is in the package and that what is promised is delivered.
What Makes a Premium Product?
Calling something premium just because it has a higher price than normal can be misleading. A premium product can be more costly, but that doesn’t always mean it’s high quality, easy to access, or made in a responsible way. For Muslim consumers, a premium product needs to mean more. It should combine high quality with clear values to answer this question: “What makes it so valuable that I should buy it at this price?”
Product excellence comes first. Quality is high when materials or ingredients are chosen with care. It must not be merely for luxury status but for functionality, safety, and goodness to the user. That is to be tayyib: clean, safe, and good in the Islamic sense. A beauty product, for instance, isn’t high-end just because it smells wonderful and looks posh. It’s high-end if it also avoids poisonous chemicals, uses ethically sourced ingredients, and carries proper halal certification.
Brand integrity comes next. Muslim consumers are not just buying the product; they are investing in what the brand represents. Is the company honest in advertising? Are the claims backed by certifications? Does it practice transparency in the supply chain? For example, any food packaged as “halal” will need to be certified by a recognized authority. It must not be vaguely stated or hidden away in fine print. If something cuts corners, it forfeits the credibility demanded by top-shelf status.
Then, there is the overall experience. A premium product must not just work well. It must intend well. From meticulous packaging to seamless customer service, premium brands invest in the journey, not just the destination. For Muslims, that means honoring cultural and religious sensitivities, communicating transparently, and making the customer feel heard, not sold.
Lastly, a premium product should connect with a bigger purpose. Today’s Muslim consumers, and particularly the younger generation, no longer care about luxury for luxury’s sake. They want to be presented with products that are congruent with their selves. These include good business, fair labor, eco-friendly options, and even the brand speaking up on social and environmental causes. Premium is not just about being different; it’s about being something.
In the Muslim Market, Premium Is a Responsibility
For the most part, brands still play catch-up in the Muslim market, such as thinking changing packages, slapping on halal logos, and crossing their fingers it’s enough. But a premium brand gets it: that this market is not just growing. It expects better. It expects trust. And it’s not shy about leaving behind brands that offer form over content.
This is where amanah, responsibility and trust are practiced. A business that declares it’s premium but uses fancy advertising will fail to secure long-term loyalty. A brand that genuinely treats customers in a truthful manner, offers value with sincerity, and keeps its ethical values intact will, by default, be judged premium by its customers, even if the word “premium” isn’t spoken.
It’s time to rethink what premium really means in the Muslim marketplace. It’s not luxury by itself. It’s leadership. A premium brand is a leadership position based on integrity, quality, and purpose. It offers not just a product, but trust.
