Stop to shop: Halal product offerings across UK retail shelves

The halal food market in the United Kingdom has grown tremendously over the past several years, reflecting an increase in the country's Muslim consumer base and a rising interest in ethical and healthy eating options.  

The sector in the UK is now worth billions, with projections of continued growth. Major supermarkets and grocery chains, such as Tesco, Sainsbury's, Morrisons and Asda, offer halal-certified products all year round, with expanded offerings around the holy month of Ramadan and the Eid festival.

This seasonal time is currently one of the biggest commercial events in the calendar, reinforcing a commitment to inclusivity and highlighting the economic draw of this space. From a trade standpoint, halal is also showcased at many exhibitions and trade shows in the UK and abroad. 

However, this wasn’t always the case. Halal foods' commercial journey in the UK is one for the books, starting more than two decades ago, from a modest family shop and progressing to find shelf space at a retailer in 2007, as part of the world foods category. The products on offer at the time included halal meat counters, prepacked halal meat, halal chilled products, halal sweets & confectionery. 

It didn’t stop there. Having worked in the space for years, I know that the initial opportunity could create a domino effect across the UK retail landscape and there was much to be done. Being a Muslim, the halal agenda is lived daily, and I, for one, was passionate about driving this market.

This commitment helped me launched the first ever Ramadan and Eid event at a UK retailer in 2008 - lasting 12 weeks. The event provided an opportunity to display halal offerings throughout highly-frequented stores, supported with marketing campaigns. Other retailers followed suit, one of which I supported to launch a similar campaign. The launch of Haribo Halal Sweets and halal Ramadan countdown calendars in the UK were also a few of my endeavours. 

Fast forward to today, the halal food landscape has transformed. The dining out market is booming, with all manner of fare including Mexican, Far Eastern and Malaysian cuisines. Fast-food chains are massively growing, catering to a broader customer base, including non-Muslims. Brands like KFC and Nandos are betting big on halal outlets. Online shopping for halal products is also on the rise, with e-commerce platforms and specialized online retailers offering a gamut of halal products, especially at key times like Ramadan and Eid.

Challenges stymying sector growth
Whilst there are many opportunities for growth and expansion, key challenges such as misconceptions about halal practices and the need for consistent quality checks and certifications remain.

Retailers must navigate these challenges effectively to capitalise on the market's potential, recognising the cultural significance of halal practices and the dietary restrictions of Muslim consumers. This understanding can influence product selection and marketing strategies. 

Supply chain complexities and lack of education are some of the obstacles that hinder the progress of a thriving halal foods ecosystem. 

Supply chain – The halal supply chain is complex, and finding reliable suppliers offering halal-certified products consistently can be difficult. Retailers must ensure that suppliers meet quality standards and offer certifications, which would require ongoing monitoring and auditing. 

Any supermarket or independent shop offering halal products need to establish partnerships with reliable suppliers and manufacturers. This means having the resources but also the knowledge and awareness of different halal certification standards and processes.  

Education - It would be ideal for businesses offering halal products to conduct regular employee training and skilling/reskilling activities, apprising workers of cultural and religious sensitivities around halal practices. Offering customers timely information can help create a conducive shopping experience.

Building trust with the wider Muslim community is also essential. This could include outreach activities such as collaborations with local mosques and community organizations, and conducting community events and workshops to promote halal offerings and facilitate discussions around halal practices.

Understanding the customer - Probing deeper into the customer’s shopping habits would be another route to gaining valuable insights. Conducting regular market research to understand the varying facets of an average consumer’s shopping experience, such as his/her product preferences, purchasing habits, price and religious sensitivities, could help address preferences and concerns.

Facilitating online and in-store feedback to gather customer opinions and suggestions would also allow for adjustments based on consumer needs.

Addressing these challenges is critical for retailers aiming to successfully incorporate halal offerings and cater to a growing and diverse customer base. 

Noor Ali BEM is a UK-based world foods and halal category expert