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Across many markets a shift towards halal products is remerging with a focus on the religious observance of ‘Tayyibun’ which translates as “good and good for me”
The Muslim population has grown 18% over the last 10 years compared to the global population growth of 11%, strengthening demand for Halal food, drinks, beauty and fashion products among others, according to Emil Fazira Kamari, Food and Nutrition Research Consultant with Euromonitor International.
“Young adults are the main users of social media and the internet. They become more interested in the latest trends [and] global events, and use multiple social media platforms. This makes new food and services experiences, fashion and cosmetic products more accessible to them” says Fazira.
Globally, the halal cosmetics category is expected to be worth $52.02 Billion by 2025, as Muslim consumers seek greater integrity in their beauty regimes. However, the traditional methods of marketing halal products are changing with youth messaging now focusing on the impact it carries rather than the ‘halalness’ of products as consumers now look for total transparency of ingredients.
Companies are waking up to the possibilities of catering for more niche Muslim audiences, such as Bahrain-based beauty company Green Bar, which sources natural ingredients directly from historical areas in which they grow, directly from the specialised natives who grow them. Among those to be the first to embrace the change are Productive Muslim who have recently partnered with HalalTrip to offer a Muslim-friendly wellness retreat. The retreat focuses on knowledge gained through personal development and from a holistic perspective; a major move away from traditional Muslim-friendly retreats which have previously focused upon gaining knowledge from Muslim scholars.
Prof. Gerard Bodeker at the University of Oxford has recently stated that Islam places a higher value on holistic, health-orientated consumption more than any other population. In a recent study he claimed: “the nutritional, healing and beauty traditions across Islamic cultures are the last, lost, great bodies of traditional health knowledge that must and will be discovered.” This new emphasis on gaining a greater understanding of how the human body responds to organic ingredients is just another indication of how quickly attitudes towards wellness are evolving.
Malaysia is at the forefront of promoting and profiting from the Islamic wellness industry by endeavouring to turn the wealth of biodiversity contained within their forests into traditional and natural medicines. These natural medicines could well reduce Malaysia’s dependency on imported medicines and make more cost-effective health treatments accessible to the market. Although still a developing country, it looks set to become a high-income nation. The wellness industry may be the way for Malaysia to create well-paid employment for local workers and provide another source of income through the export of halal wellness goods.
Halal products are seeing a renewed and emerging popularity amongst Muslims and non-Muslims alike. The trend looks likely to have a widespread impact and indicates a rising understanding of halal practices and an increased awareness of halal certification in the beauty industry, alongside having a more in-depth insight into social responsibility and economic justice. “Tayyibun” seems set to continue to drive the demand for halal products and services globally.