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Kosher and Halal Certification in Packaged Food and Drinks

August 2019

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.

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Key Findings

Credibility of certification is imperative given that the purpose of religious labelling is to assure and validate

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.

Followers of halal and kosher diets have other motivations besides religious adherence, overlapping other ethical values

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.

Savoury snacks, baked goods and confectionery are underserved halal or kosher-certified categories

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.

Acceptance of foreign culture and local laws that affect religious rites further complicate the success of religious labels

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.

The future of food and drinks’ religious certification is set to be shaped by evolving consumer ethics, technology to help improve transparency, and tourism and travel trends

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.

Introduction

Key findings
Scope
Objectives

Certification in Context

Kosher certification is further split into specific sub-types
Certification is crucial, but regulation is often overlooked
Certifying bodies that lack credibility can shake consumer trust
Halal and kosher certification assure consumers of religious adherence
Beyond religion: halal and kosher for health and ethical values
Carbonates in Israel: religious certification is not a cure-all solution
Certification validates and serves custom needs

Global Landscape

Asia leads sales of halal food and drinks, kosher thrives in North America
Kosher: baked goods an underserved category
Halal: savoury snacks and confectionery have potential
Receptiveness towards religious certification is a major factor
Religious rites may conflict with broader consumer interests
Potential shift in demand for religious labels due to demographic changes

Case Studies: Kosher in the US

Case studies: kosher in the US
Jewish population has a limited impact on demand for kosher
Snacks make up a third of kosher-certified packaged F&B in the US
Majority of leading players’ portfolios are not kosher certified
PepsiCo’s leadership in kosher due to trusted, long-standing brands
Key takeaways: kosher in the US

Case Studies: Halal in the UAE

Case studies: halal in the UAE
Since the inception of the DIEDC, the UAE has increased its efforts
Halal certification for food and drinks is climbing in the UAE…
…following the gradual improvement of its halal regulatory system
Halal-certified brands should prioritise an efficient route to market
Key takeaways: halal in the UAE

Outlook

Three key themes set to shape the future of halal and kosher
A new wave towards a principled and moral consumer ethic
Religious labelling as part of the brand story, hand-in-hand with health
E-commerce: challenges in religious compliance despite growth potential
Blockchain on the cards to improve transparency
Leveraging the “food and travel” holiday package
Growth of middle-income group drives premiumisation
Communication is essential to complete the process of certification
A 3-pronged approach for religious labelled food and drinks

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