ANALYSIS Niche markets
The major countries where the Muslim population is the minority are also potentially substantial markets for Halal certified products, representing large market segment potentials (Table 2). The US, Russia, China, France and Germany rank among the top Islamic economies according to aggregate Islamic GDP figures. Recent reports indicate that Halal sales in the US are increasing around 80% per year, where a number of new retail outlets specialising in Halal products are increasing. A&P, Loblaws, Food Basics and Wal-Mart are allocating space for Halal products in their stores.7
Many of the other countries
down the list represent very small markets. However, in Europe and the Middle East, per capita consumption of cosmetics is high.8
Possibilities exist
that in some countries there may be potentially lucrative niches. There is one important point that should be made here. Islam has no geographical boundaries, thus diversity rather than homogeneity is the key to this market where faith is the only common bonding factor. Even as Muslims lean towards Western style consumption and lifestyles, they are embracing their faith with much more reverence than perhaps previous generations that had to struggle to survive. Muslim obligation under the Tawhid (the relationship between man and God) is something that enters into everyday life and as a consequence, Muslim consumers are seeking products and services that are Syar’iah compliant (the path shown by God). However on the other hand, some research shows that approximately 20% of Muslim consumers do not look for Halal certifications when purchasing a product and that the majority of consumers will buy products that do not have the logo if there are no alternatives.9 in this area.
More research is required
Central to the Syar’iah are the concepts of Halal and Toyyibaan, which govern all the economic activities of man in production and consumption of wealth, where certain means of gaining a livelihood are declared unlawful.10
Halal
means lawful or permitted for Muslims,11 a concept that is much wider than food issues. It concerns whether operations and procedures are undertaken according to the Syar’iah.12
Toyyibaan is an even
wider concept than Halal, which means good, clean, wholesome, ethical in the Islamic concept. Under the concept of Toyyibaan, food and other products must be clean, safe, nutritious, healthy and balanced.13
Toyyibaan would also mean April 2012 PERSONAL CARE 25
Table 1: Markets where the Islamic population is the dominant group. Ranked by Muslim GDP at purchasing price parity Rank Country
Total 1 Turkey 71,892,808
2 Indonesia 237,512,352 3 Iran
65,875,224
4 Saudi Arabia 28,146,656 5 Pakistan 6 Egypt 7 Algeria 8 Malaysia
172,800,048 81,713,520 33,769,668 25,274,132
9 Bangladesh 153,546,896 10 UAE
4,621,399
11 Nigeria 12 Morocco 13 Kuwait 14 Albania 15 Iraq
146,255,312 34,343,220 2,596,799 3,619,778 28,221,180
16 Kazakhstan 15,340,533 17 Syria 18 Tunisia 19 Libya
20 Azerbaijan
19,747,586 10,383,577 6,173,579 8,177,717
Muslim
population population (%)
99 71,173,879 88 207,000,105 98 64,557,719 100 28,146,656 97 167,616,046 90 73,542,168 99 33,431,971 60.4 15,265,575 90 138,192,206 96 4,436,543 50 73,127,656 99 33,999,787 85 2,207,279 70 2,533,845 97 27,374,544 57 8,744,103 90 17,772,827 98 10,175,905 97 5,988,371 95 7,768,831
Table 2: Markets where the Islamic population is a minority group. Ranked by Muslim GDP at purchasing price parity Rank Country
Total
1 USA 2 India 3 Russia 4 China 5 France 6 Germany 7 Thailand 8 UK
9 Japan 10 Italy
303,824,640 1,147,995,904 140,702,096 1,330,044,544 64,057,792 82,369,552 58,851,357 60,943,912 125,449,703 57,460,274
11 Philippines 74,480,848 12 Netherlands 15,568,034 13 Singapore 14 Canada 15 Israel 16 Spain 17 Angola 18 Austria 19 Kenya 20 Belgium 21 Poland 22 Hungary 23 Australia
3,396,121 33,212,696 5,421,995 40,491,052 10,366,031 8,205,533 28,176,686 10,258,762 38,633,912 10,106,017 21,007,310
Muslim
population population (%)
3.5 10,633,862 13.4 153,831,451 10.5 14,633,017 3.0
Muslim Muslim GDP
GDP
population USD (PPP) per capita (billion) USD (PPP)
771.075
879.12 12,900 3,725
737.94 10,624 564.6 23,243 397.7 363.6 222.5
2,600 5,500 6,500
215.9 13,316 186
1,300
146.35 124
160.6 37,300 2,035 4,100
110.5 39,305 13,94 99.23
6,300 3,600
95.5 11,100 78.3 75.4
4,500 7,500
72.5 12,300 62.2
7,700
Muslim Muslim GDP
GDP
population USD (PPP) per capita (billion) USD (PPP)
415.3 39,901,336
7.5 4,804,334 3.7 3,047,673 14.0 8,239,190 2.7 1,645,485 1.0 1,254,497 2.4 1,379,047 14.0 10,427,319 5.4
17.0 1.9
14.0 1.5
4.5
487 45,800 2,700
215.1 14,700 211.5
159.5 33,200 104.2 34,200 65
5,300 7,900
57.75 35,100 42.1 33,600 41.92 30,400 35.4
840,674 577,477 631,041 759,079 607,365
25 2,591,508 369,248
29.5 8,312,122 3.6 2.0 6.0 1.5
369,315 772,678 606,361 315,109
3,400
32.4 38,500 28.7 49,700 24.2 38,400 19.58 25,800 18.3 30,100 14.5
5,600 14.13
14.2 38,400 1,700
13 35,300 12.6 16,300 11.5 19,000 11.4 36,300
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