This report aims to unearth emerging opportunities from obtaining kosher or halal certification, in the context of the broader scope of other ethical values. It explores the infrastructure and ecosystem of halal and kosher, analysing the impact of religious certification alongside other trends within overall packaged food and drinks.
In the absence of a global standard for halal and kosher certification, it is imperative that brands identify a credible regulatory authority and label type. This is necessary to assure both consumers and business partners that the brand validates their religious commitments.
Understanding the local market’s attitudes and motivations for their demand for halal or kosher-certified products is equally essential. This will allow a brand to map out its marketing, consumer education, packaging, brand image and positioning, and competitor strategies.
The proportion of religious labelled food and drinks globally within categories can also help brands size potential future demand. In categories where halal/kosher penetration is currently low, such as snacks and baked goods, there is significant opportunity for expansion.
Secular infrastructure and legislation are also crucial to support the development, regulation and enforcement of religious labels. This is especially important for halal and kosher which are more directly affected by anti-religious sentiment.
Attitudes towards halal and kosher-certified food and drinks are set to change, as consumer choices are increasingly shaped by principles and moral discretion. Hence, transparency is moving to the forefront, and technology such as blockchain is increasingly adopted to strengthen key distribution channels such as internet retailing. Tourism will also boost novel brands, that may benefit from obtaining halal/kosher certification.
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