MENA HALAL FOOD MARKET ANALYSIS

Halal, in the Arabic language, stands for lawful or permissible. Due to unclean food processing & packaging methods, food might get contaminated with bacteria or pathogens. Halal foods are manufactured with stringent halal regulations, which do not allow any haram ingredients to be mixed with the main product. Therefore, halal food products are gaining popularity among consumers, as they offer advantages over most conventional food products.

MENA halal food market was valued at US$ 192.6 Billion in 2022 in terms of revenue, exhibiting a CAGR of 9.15% during the forecast period (2023 to 2030).

Drivers

• changing consumer perceptions of animal slaughter and suffering

The rising interest among consumers in the consumption of vegan food & beverage along with product introduction by halal manufacturers for these conscious consumers’ is expected to boost the MENA halal food market growth over the forecast period. Key players in the market are launching vegan products due to changing consumer perceptions of animal slaughter and suffering. For instance, in January 2021, AI Islami Foods, United Arab Emirates (UAE)-based halal food giant, launched plant-based burger. The product is made from a combination of sunflower protein sourced from an organic non-genetically modified organisms arm, fava beans, and peas. The initiative was taken in response to the growing demand for vegan food, which will further fuel the MENA halal food market.

• reduced demand for meat products due to safety and hygiene concerns during the pandemic

The disruption of the food supply chain, owing to the rapid spread of COVID-19 affected the food and beverage market including the halal food industry. Leading manufacturers worldwide experienced a reduction in labor and disruption in the import and export of halal food, which significantly affected the consumption and sales capability. Moreover, reduced demand for meat products due to safety and hygiene concerns during the pandemic negatively affected the industry. For instance, in July 2021, in the U.S., sales of meat at grocery stores were down by over 12% compared to the year before the pandemic.

Figure 1. MENA Halal Food Market Value Share (%), By Product Type, 2021

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Market Restraints

• Stringent halal regulations

Stringent halal regulations such as UAE.S OIC/SMIIC 3 are major challenges for small and medium-scale manufacturers to compete in the halal food market. Moreover, halal food is relatively more expensive than its substitutes due to the additional procedures it has to undergo with respect to Islamic laws. Such factors may hinder growth of the market in the near future.

Market Trends

Halal cuisine is witnessing growing popularity among Muslim and non-Muslim consumers in recent years, as it has evolved from a religious identity mark to a guarantee of meal safety, hygiene, and reliability. For instance, in November 2019, Marks & Spencer, a major British multinational retailer launched its own-brand halal-ready meals products including chicken arrabbiata, chicken and mushroom tagliatelle, chicken and leek bake, chicken hotpot, chicken jalfrezi, and chicken tikka masala. These meals are available in U.K., Dubai, and Singapore outlets, operated by Al-Futtaim, a large conglomerate based in Dubai, United Arab Emirates.

Figure 2. MENA Halal Food Market Value Share (%), By Distribution Channel, 2021

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Recent Developments

• In January 2021, Government of Nigeria leveraged on public-private partnership with OneAgrix, the world's agricultural and Halal digital trade ecosystem, for better Agriculture and Halal market access under AfCFTA. This will enable the country to gain better market access by using OneAgrix’s trading platform both regionally and globally.
• In February 2022, Chicken Cottage, a U.K.-based fast food chain started working in the East African market through a franchising partnership agreement with Express Kitchen, a subsidiary of AAH Limited to expand their business line

Competitive Section

Major players operating in the MENA halal food market include Cargill Inc., Al Islami Foods, BRF, Agthia, Fine Foods, Rhodes Food Group Holdings Ltd, Global Food Industries, LLC, and Alpha Fine Foods