{"id":42325,"date":"2023-04-12T15:56:56","date_gmt":"2023-04-12T19:56:56","guid":{"rendered":"https:\/\/www.sisinternational.com\/?page_id=42325"},"modified":"2026-05-06T23:19:38","modified_gmt":"2026-05-07T03:19:38","slug":"etude-de-marche-halal","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/fr\/solutions\/etude-de-marche-sur-lindustrie-des-boissons-alimentaires\/etude-de-marche-halal\/","title":{"rendered":"Halal Market Research: Global Strategy Guide"},"content":{"rendered":"
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Halal<\/a> \u00c9tude de march\u00e9<\/h1>\n
\"\u00c9tudes<\/figure>\n<\/p>\n

L'Islam est la deuxi\u00e8me religion du monde, apr\u00e8s le christianisme.<\/h2>\n

Il y a environ 1,9 milliard de followers r\u00e9partis \u00e0 travers le monde. Par cons\u00e9quent, avec autant de personnes, il est pr\u00e9vu d\u2019influencer la demande de produits consommables et non consommables.<\/p>\n

Semblables au casher, les musulmans suivent des lois islamiques strictes en mati\u00e8re de r\u00e9gime alimentaire. Les aliments et boissons halal sont pr\u00e9f\u00e9r\u00e9s, et il est interdit aux fid\u00e8les de consommer du Haram ou interdit. Halal est un terme commun\u00e9ment associ\u00e9 aux aliments et aux boissons autoris\u00e9s par la loi islamique. Cependant, le concept halal s\u2019\u00e9tend au-del\u00e0 de la simple alimentation pour inclure des produits et services qui adh\u00e8rent aux principes islamiques, tels que les v\u00eatements, les cosm\u00e9tiques, les produits pharmaceutiques et les services financiers.<\/p>\n

Le march\u00e9 mondial du halal a connu une croissance rapide ces derni\u00e8res ann\u00e9es, stimul\u00e9 par la demande croissante de la population musulmane et par la sensibilisation croissante des non-musulmans aux avantages sanitaires et \u00e9thiques des produits halal.<\/p>\n

Le march\u00e9 est devenu de plus en plus comp\u00e9titif, avec de nombreuses grandes marques et entreprises rivalisant pour exploiter le march\u00e9 lucratif du halal. C'est ici qu'une \u00e9tude de march\u00e9 explorera les tendances, les opportunit\u00e9s et les d\u00e9fis du march\u00e9 halal et fournira un aper\u00e7u du comportement des consommateurs et des pr\u00e9f\u00e9rences des populations musulmanes et non musulmanes envers les produits et services halal.<\/p>\n<\/div>\n

Halal Market Research: How Leading Food Brands Capture the Global Muslim Consumer Opportunity<\/h1>\n

Halal market research is reshaping how multinational food and beverage companies approach a consumer base of nearly two billion people. The opportunity extends far beyond meat certification. It spans confectionery, dairy, infant nutrition, personal care, pharmaceuticals, and quick-service restaurant formats across Southeast Asia, the Gulf, North Africa, Sub-Saharan markets, and growing Muslim populations in Europe and North America.<\/p>\n

The brands winning shelf space in Riyadh, Jakarta, Istanbul, and Kuala Lumpur share a common discipline. They treat halal as a category strategy, not a compliance line item. They invest in primary research that distinguishes religious observance from cultural preference, and they segment Muslim consumers with the same rigor applied to any premium category.<\/p>\n

The Halal Consumer Is Not a Monolith: Segmentation Drives Halal Market Research Value<\/h2>\n

The category management optimization mistake most often made by global brands is treating “halal” as a single shopper profile. Observance intensity, income tier, generational cohort, and national food culture create dramatically different baskets. A young professional in Dubai sourcing premium organic halal poultry shares almost nothing with a multigenerational household in Hyderabad cooking from scratch six days a week.<\/p>\n

SIS International’s central location tests and in-home ethnographic studies across Saudi Arabia, Turkey, the UAE, Egypt, and India have consistently shown that meal occasion structure, not religious certification alone, drives processed food adoption. In KSA households, dinner anchors daily preparation while breakfast and lunch resist out-of-home purchase. In urban India, dinner is the meal most often sourced outside the home. In Turkey, foreign cuisine penetration remains low despite high category awareness.<\/span> These patterns determine where private label competitive threats emerge and where premium positioning holds.<\/p>\n

Hedonic scaling and JAR (just-about-right) analysis applied to halal-certified product reformulations frequently reveal a sensory gap that certification alone cannot close. A halal-certified frozen entr\u00e9e that scores acceptably in Jakarta may underperform in Cairo on salt, spice intensity, and texture. Penalty analysis quantifies the trade-off, and descriptive analysis panel calibration localizes the flavor profile to the regional palate.<\/p>\n

Certification Is the Floor, Not the Ceiling, of Halal Market Research<\/h2>\n

Standards bodies including JAKIM in Malaysia, MUI in Indonesia, ESMA in the UAE, SFDA in Saudi Arabia, and GSO across the GCC operate with meaningful technical differences. A product certified for the Malaysian market does not automatically clear in Indonesia, and Gulf cross-recognition continues to evolve. Brands such as Nestl\u00e9, Unilever, Cargill, BRF, and Saffron Road have built dedicated halal supply chain segregation rather than treat certification as a paperwork exercise.<\/p>\n

The strategic question is not whether to certify. It is which SKUs in the portfolio justify dedicated halal production lines, which markets reward visible certification on pack, and which consumer segments treat halal as a baseline expectation versus a premium signal. Concept-product fit testing and clean label consumer perception studies separate these segments cleanly.<\/p>\n

What Halal Market Research Reveals About Premiumization and Clean Label<\/h2>\n

The fastest-growing halal subcategories sit at the intersection of religious observance and broader wellness trends. Plant-based protein, functional ingredients, organic certification, and transparent sourcing carry disproportionate weight with younger Muslim consumers in metropolitan markets. The halal consumer in Kuala Lumpur or Dubai expects the same ingredient transparency a Whole Foods shopper expects in Brooklyn.<\/p>\n

Based on SIS International’s proprietary recherche<\/a> across Gulf and Southeast Asian metro markets, the willingness to pay premium for halal products tied to verified provenance and clean label claims is substantially higher among urban dual-income households than legacy halal pricing benchmarks suggest.<\/span> This redraws the trade spend optimization calculation for brands accustomed to competing primarily on shelf price.<\/p>\n

Geographic Prioritization: Where Halal Market Research Pays Back Fastest<\/h2>\n
\"\u00c9tudes<\/figure>\n

Not every halal market rewards investment equally. The table below summarizes structural characteristics that shape entry sequencing.<\/p>\n

\n\n\n\n\n\n\n\n\n\n\n
March\u00e9<\/th>\nStructural Characteristic<\/th>\nStrategic Implication<\/th>\n<\/tr>\n<\/thead>\n
Indon\u00e9sie<\/td>\nMandatory halal certification under BPJPH expansion<\/td>\nCompliance cost is table stakes; differentiation moves to brand and sensory<\/td>\n<\/tr>\n
Arabie Saoudite<\/td>\nHigh home-cooking frequency, low foreign cuisine preference<\/td>\nLocalized flavor systems outperform direct portfolio transplants<\/td>\n<\/tr>\n
Malaisie<\/td>\nJAKIM as global certification reference<\/td>\nHub for export-oriented halal manufacturing<\/td>\n<\/tr>\n
Turquie<\/td>\nStrong domestic food culture, low imported cuisine adoption<\/td>\nLocal partnership and reformulation outperform pure import models<\/td>\n<\/tr>\n
UAE<\/td>\nPremium expatriate-influenced segments<\/td>\nPremium and clean label positioning command genuine price elasticity<\/td>\n<\/tr>\n
Inde<\/td>\nLarge Muslim population with regional culinary fragmentation<\/td>\nSub-national segmentation essential; out-of-home dinner occasion underserved<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>\n

Source: SIS International Research<\/em><\/p>\n

The SIS Halal Opportunity Framework<\/h2>\n
\"\u00c9tudes<\/figure>\n

Effective halal market research integrates four layers. Each is independently necessary and jointly sufficient for category decisions.<\/p>\n