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									         ASIF INTERNATIONAL SDN BHD, Malaysia

                   IN THE

            Abdul Kabur Ibrahim

             11 – 12 March 2009, Karachi
                                    GLOBAL HALAL MARKET

   HALAL means what is permissible in Islam. Halal Food is tayyib –
 slaughtered according to the specific parameters of Islamic law, good,
    wholesome, healthy, untainted during the stages of processing,
             packaging, storage, transportation, & cooking

 The HALAL Market is fast becoming recognized as a vitally important
  emerging market sector. It is a new market force that should not be

  With a global consumer base of about 1.7 billion, the Halal market is
 estimated to be worth trillions of US Dollars and ripe for the picking, and
thus it is time that companies with halal products and services should act
                       fast to reap the potential returns
                                    GLOBAL HALAL MARKET

    The reason for this vast thriving market goes hand in hand with halal
products being widely recognized for its safety and quality assurance. This
 worldwide demand is not restricted as consumers also consist of people
  from diverse races and religious beliefs, thus providing a huge boost to
                               the halal industry

  Players from every sector of the industry, from the huge multinationals
    down to small enterprises are looking to capture their share of this
    growing market. Nestle, TESCO, Colgate etc are some examples

Currently, the Halal sector is low on available data and research, and the
   companies that can best understand this emerging market with its
 complex customer base, plus all the issues relating to certification and
              standards are likely to be the most successful..
                                          HALAL PRODUCTS


HALAL Products includes both Food & Non Food Items.

HALAL Food is not only Meat and Poultry but also other Food Items
such as:

- Confectionery
- Canned & Frozen Food
- Dairy Produce
- Bakery Products
- Organic Food
- Herbal Products
- Beverages etc
                                        HALAL PRODUCTS


HALAL Products also includes Non-Food products such as:

- Cosmetics
- Toiletries
- Beauty products
- Pharmaceuticals
- Leather products
- Perfumes etc
                                          HALAL SERVICES


Besides merchandise, HALAL Services are also important components
of the HALAL market:

- Islamic Banking
- Securities & Bonds
- Travel & Tourism
- Supply Chain & Logistics
- Education & Training
- Food Services

HALAL Logistics is important to ensure that a HALAL product remains
HALAL from its origin to the consumer – Farm to Fork


The Global Food Market alone is estimated at USD 600 billion. This
amount is calculated based on the world Muslim population of about
1.6 billion.

Although our market analysis is based on Muslim consumers, we cannot
overlook the non-Muslim (Cross over markets) consumers/markets. The
demand potentials in the non-Muslim countries are even larger.

Again our statistics are based on Food only. If we include other Halal
products and services and also the potential non-Muslim consumers,
the market could be worth trillions of Dollars.
                                       MARKET OVERVIEW

World Muslim Population

Continent            Pop 2008       Muslim 2008   % of Muslims
                     (Million)      (Million)

Africa                   967        462           47.8
West Asia                225        199           88.3
South Central Asia       1,683      639           37.9
South East Asia          586        226           38.6
East Asia                1,557      40            2.5
Europe                   735        51            7
N. America               332        6.8           2.2
S. America               577        3.1           0.42
Oceania                  33         0.6           1.5
Total                    6,695      1,628         24.3
Islamic Source                      1,791         26.7
                                        MARKET OVERVIEW

Estimated Global HALAL FOOD Market Value

Region          Muslim Pop         Per capita food      HALAL Food
                2008, Mils         expenditure Value    Market
                                   p/a USD              Mils USD
Africa                   462             250            115,500
West Asia                199             570            113,430
South Central Asia       639             300            191,700
South East Asia          226             350            79,100
E. Asia                  40              175            7,000
Europe (inc Russia)      51              1,250          63,750
N. America               6.8             1,750          11,900
S. America               3.1             500            1,550
Oceania                  0.6             1,500          900
Total                    1628                       USD 586,830
Source: & Euromonitor
                                              MARKET OVERVIEW

From a market perspective, the traditional major target markets remain in
Asia and the Middle East (West Asia). However, there are influential
developing Halal markets in the UK, Europe and the USA with significant
market size.

The developing Halal markets of Europe and the US play an interesting
role, because they are markets that also play defining roles in other
markets around the world

As the dynamics within the Muslim world change, and globalisation trends
continue to shape people’s tastes, habit and spending patterns across the
world, we are likely to see moves in the developing Halal markets having
increasingly influential roles in the established markets of the Middle East
and Asia.

Now let us look at the specific markets:
                                SPECIFIC MARKETS


Northern Africa (Muslim
Population)                Senegal – 11 m
                           Ivory Coast – 12 m
Egypt – 71 m               Ghana – 7 m
Algeria – 33 m             Guinea – 8 m
Morocco – 31 m             Others – Mauritania & Togo
Sudan – 30 m
Others – Tunisia & Libya   Central Africa (Muslim
                           Population) – 17 m
Western Africa (Muslim     Cameroon, Chad & DRC
Nigeria – 65 m             Southern Africa (Muslim
Niger – 14 m               Population)
Mali – 13 m                South Africa – 1 m
                                           SPECIFIC MARKETS


Northern Africa

• Northern African countries have more than 90 % Muslims and are
  ready markets for HALAL products

• Need to create more awareness on HALAL standards and certification.
  Currently no HALAL standards or certification exist in these countries

• Good prospects to export Halal products and services to Sudan, Egypt
  and Libya
                                          SPECIFIC MARKETS


Southern Africa

•   Although South Africa is a small market but is an important market
    for HALAL products. It has four HALAL Certification bodies with
    various standards

•   Muslims in South Africa are very particular on HALAL products
    and thus there is a ready market for Pakistani products

•   South Africa could also be a gateway to the other Southern,
    Eastern and Central African countries. As such Pakistani
    companies targeting the Sub-Sahara African countries should
    utilize the South African networking.
                                             SPECIFIC MARKETS


Rest of Africa

• Although there is a huge Muslim population in Western and Eastern
  Africa, the HALAL market is still not developed.

• HALAL Standards and Certification are not available in this part of
  the world

• Countries with good prospects for Pakistani exporters are Senegal,
  Ghana, Guinea, Nigeria, Ethiopia, Kenya, Tanzania and Mocambique
                                            SPECIFIC MARKETS


(Muslim Population)
Saudi Arabia – 24 m
Turkey – 73 m
Yemen – 21 m
Iraq – 28 m
Syria – 17 m
Others – UAE and Other GCC countries, Jordan, Lebanon

Market Review

West Asia is a ready market for HALAL products and services. Although
  there are no specific HALAL Standards in these countries, all products
  imported or manufactured locally have to be HALAL (whether certified
  or not).
                                             SPECIFIC MARKETS


   Market Review –CONTD

• Most of the countries are open for imported products and as such there
  is intense competition.

• In these countries the emphasis on HALAL is on Meat products. If the
  mindset can be changed to include other food and non-food items,
  then the market could be really huge.

• In the case of Turkey, it is already promoting itself as the Halal gateway
  to Europe and are coming with its own standards and certification.
                                      SPECIFIC MARKETS

ASIAN MARKET – South Central Asia

(Muslim Population)
India – 154 m (220 m)
Bangladesh – 127 m
Pakistan – 158 m
Iran – 69 m
Uzbekistan – 23 m
Afghanistan – 30 m
Others – Kazakhstan, Kyrgyzstan,
Sri Lanka, Tajikistan, Turkmenistan
                                           SPECIFIC MARKETS

ASIAN MARKET – South Central Asia – CONTD

Market Review

•   South Central Asia is a massive untapped market.

•   Most are Muslim countries but without any HALAL standards or

•   Pakistani exporters should target this region especially Iran and
    all the Central Asian countries
                                           SPECIFIC MARKETS


China – 39 m (130 m) (Muslim Population)
ASEAN – 226 m (Indonesia - 195 m, Malaysia - 15 m)

 Market Review
•    ASEAN countries are one of the world’s leading suppliers and
     also importers of HALAL certified products in the world. Although
     these countries compete in the international front, there has been
     substantial trading in HALAL products among them. For example
     Indonesia is the biggest buyer of Malaysian HALAL food.

•    China is a huge and an untapped market.
                                              SPECIFIC MARKETS


A market of 6.8 million Muslims who are looking for HALAL products.
However HALAL products are not readily available in this market. The
following illustrates the potential for HALAL products in the US market:

• The US Kosher market, with a Jewish population of 5 to 6 million,
  has been valued in excess of 100 billion USD annually. There is a
  range of 86,000 certified kosher products on the supermarket
• However, in Mintel’s recent survey in the US shows that only 15% of
  the kosher product customers are Jewish. 55% buy kosher because it
  is perceived to be healthier. 38% are vegetarian, 24% want dairy-free.
  And 16% are Muslim!

This shows that Muslims consume more Kosher products than the Jews
                                      SPECIFIC MARKETS


   Because there are only 1,000 Halal certified products
    available, and most are not available through the
                mainstream retail outlets.

   So for every Halal product on sale, there are 86 kosher
products to choose from! There are simply not enough Halal
                 products on the shelves!

                US Muslims are spending
                   $16 billion a year
                  on Kosher products

               Wouldn’t they prefer to buy
                  HALAL products?
                                            SPECIFIC MARKETS


France – 6 m (Muslim Population)
UK – 1.5 m
Germany – 3.1 m
Russia – 27 m
Bosnia – 2.34 m
Others – Ukraine, Albania, Italy, Netherlands, Bulgaria

Market Review
•   Relatively a small market but a serious market with high
    purchasing power

•    Good prospects for Pakistani Exporters in UK, France and

•    Russia and Other markets – need to create awareness
                                             MARKET FEATURES

• Since everyone is noticing Halal now, the competition for the Halal
sector is getting intense.

• Halal is more and more a complete range of product offering in
supermarkets chains worldwide, as well as in 5-star hotels and
restaurants and fast food chains, airline meals, school dinners, military
and even prison rations.

• We see this phenomena applying not only on food items. Personal
hygiene and healthcare products, toiletries and cosmetics are all
appearing as Halal options. Once Halal is understood as a lifestyle
choice, the range of option increases exponentially.

• So the question naturally arises, where to find Halal certified products?
Because most of the Muslim majority countries do not consider Halal-
certification necessary – or have not done till now – they cannot provide
Halal certified products to the international markets.
                                             MARKET FEATURES

• Because with the movement of Halal products around the world,
the increase in awareness of Halal in general, and in turn added
value surrounding Halal, and of the holistic and interdependence of
the entire Halal value chain, we are seeing entirely new sectors
emerging, relating to Halal logistics, security, auditing and industrial

• With major investment in Halal production and manufacture at one
end of the chain, and major investment in the retail sector at the other
end, maintaining the integrity of the Halal chain at all points in
between is becoming increasingly important.

• The Halal integrity in the handling, storage, warehousing, and
transportation by road, sea and air of Halal certified products, and
also dedicated Halal-certified zones are fast becoming a reality.
                                               MARKET FEATURES

• The creation of controlled Halal – only industrial food parks, free zones,
DistriParks will be part of the future of this Halal industry. As the market
demand continues to increase, more links in the supply chain will be


• Currently there is no single standard that is recognised worldwide.

• There are also numerous Certification bodies worldwide, of which
  their recognitions vary from country to country. The World HALAL
  Council which monitors the various Certification bodies has not been
  able to come up with a single standard for its members.

• Lack of data on HALAL Trade - There is no proper classification of
  HALAL products under the Customs code and as such data on
  actual trade are difficult to obtain

• Most Muslim countries do not impose Halal Certificate as a
  compulsory requirement

• In Pakistan there is no recognised Halal Certification body and as
  such its products may not be accepted in some countries

There are ample opportunities for Pakistani Companies/organisations
to develop its Halal Industry and to tap the expanding Global Halal

1.   Pakistan should develop its own Halal Standard (probably with
     the assistance of ASEAN countries) and a Certification Body
     which should be recognised by the World Halal Council and its

2.   There is a big potential for Pakistani Companies to manufacture
     and export Halal Certified products to the world market.

- There are about 1.7 billion Muslim consumers of HALAL
products in the world. The number is increasing rapidly. With
increasing awareness, more and more countries are requesting
for HALAL certified products. The demand from non-Muslims are
also increasing.

- More and more Supermarkets and Hypermarkets are adding
HALAL Shelves to attract ethnic Muslim population in non-Muslim
countries egs. TESCO in UK and CARREFOUR & AUCHAN in

- Around 80 per cent of the Halal food industry is in the hands of
non-Muslims. The Brazilians have been big halal producers for
decades. Three-quarters of chickens exported by France are
halal. Being a Muslim country, Pakistan is in a more advantaged
position to tap this growing Halal market

2.   Pakistan could promote itself as the Halal Gateway to Central
     Asia and the Middle East. This would attract investments into
     Pakistan in Halal products manufacturing especially from non-
     Muslim countries which are eying on these markets.

3.   By developing its infrastructure and facilities such as Halal Parks
     and Logistics, Pakistan could be a Regional Halal Hub in the
     South and Central Asian region. This would further attract
     investments and increase in exports.

4.   There are also opportunities to develop Halal Tourism in Pakistan
     – Halal Tourism Activities, Halal Airlines, Halal Restaurants and
     Halal Compliant Hotels

5.   Pakistan is also encouraged to develop itself as a centre for Halal
     Research, Science and Technologies, which could give the
     country more credibility in the International market.

6.   Huge potential for Islamic Financial services, which is an ally of
     Halal. Pakistan is already becoming an important player in Islamic
                                       Thank You

                  HALAL is on the move.

It is being reborn into the age of globalisation, and indeed,
     globalisation suits the nature and quality of HALAL.

               HALAL is made to be global.

                  HALAL is for everyone.

                     THANK YOU

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