When it comes to media consumption, the survey finds the majority of halal shoppers seldom or never use ethnic media. That’s the case across any group, whether segmented by age or religious devotion, says Jivraj. “It’s all word of mouth, which includes social media. “That by far takes the reins when it comes to how people hear about new products.”
One insight manufacturers should keep in mind is that the average halal household size is four or more people, whereas the Canadian average is 2.9. “You’re looking at larger household sizes, so for a manufacturer, the natural thing you want to consider is should you increase your pack size,” says Jivraj.
The survey also finds 17% of halal households are multi-generational, with grandparents, parents and children, compared to 3% for Canadian households. “For retailers, they need to know that the person doing the shopping isn’t necessarily doing the cooking,” says Jivraj.
The halal consumer segment is a potentially lucrative one. Jivraj notes that the halal market is growing between 10% to 15% annually, where other market categories are growing 1% to 2%. “The potential is very large, the opportunity is very large and it’s an underserviced group,” she says. “It’s all about understanding the gaps and fulfilling those gaps.”
According to Statistics Canada, the country’s Muslim population is 1.4 million, and is projected to exceed the size of the Chinese ethnic market (1.6 million) by 2021.