KUALA LUMPUR, Nov 18 (Bernama) — Halal branding is fast
gaining recognition and making inroads into the European market with
more Halal-labelled products being displayed and sold on shelves in
Europe’s supermarkets and hypermarkets.
The situation has changed drastically over the last two years with
increased advertising and promotion activities on Halal products in the
mainstream media which includes television and outdoor advertising.
This observation was made by participants and speakers during the
first day session of World Halal Forum (WHF) Europe 2009, which
commenced yesterday at The Hague, Netherlands.
Over the last two years, more and more products with Halal labels
are taking their places on shelves in supermarkets and hypermarkets in
Europe, unlike previous scenarios where Halal products were displayed
on shelves but without Halal labels.
Executive Vice President Nestle, Datuk Frits Van Djik, when
presenting his paper entitled “The Growing Significance of Halal in
Global Market Expansion” spoke of Nestle’s long term commitment in the
Halal market, saying that the business of selling Halal food was set to
grow rapidly in Europe in coming years as more supermarket chains
target the sector.
Themed “Halal Potential — A Regional Focus”, WHF Europe is aimed
at creating a path for better understanding on the beneficial values of
Halal in the global arena. Some 188 participants from 33 different
countries are taking part in the two-day forum.
It was organised by KasehDia Sdn Bhd for the first time outside Malaysia.
Other participants include the industry’s retailers, producers and
distributors, certification bodies, Islamic associations, academicians
and students, KasehDia said in a statement released here Wednesday.
Advertising campaigns on Halal products, certification and labels
are also on the rise in Europe, particularly in France, which has an
estimated five million Muslims.
Europe has the third largest concentration of Muslims after Asia and Africa. It has a Muslim population of about 51.2 million.
European Muslims play a major role in the global Halal market as
they have higher purchasing power, which leads to huge market
potential. France now leads the market size in Europe.
Grand Mufti of Bosnia Herzegovina, Dr Mustafa Ceric also expressed
his delight that WHF 2009 has now made its way in Europe, stressing on
the needs to build on the strength and values of Halal for the benefit
of Muslim, non-Muslim and all communities.
World Halal Forum’s founder Jumaatun Azmi, who is also managing
director of KasehDia Sdn Bhd, said the halal food market in Europe has
been projected to increase to US$6.7 billion this year.