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The Halal tipping point and beyond Examining emerging market and social opportunities Shahed Amanullah, creator of zabihah.com and founder of Halalfire Media LLC

Shahed amanullah, tipping point for halal ihmc 2010, day 1 session 2

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Page 1: Shahed amanullah, tipping point for halal ihmc 2010, day 1 session 2

The Halal tipping point and beyond

Examining emerging market and social opportunities

Shahed Amanullah, creator of zabihah.comand founder of Halalfire Media LLC

Page 2: Shahed amanullah, tipping point for halal ihmc 2010, day 1 session 2

About zabihah.com

Founded in 1999 in Silicon Valley, zabihah.com helps over five million people a year search from over 10,000 restaurants and markets and read from over 35,000 user reviews

WINNER

2008 Travel & Hospitality Award

World Halal Forum,Kuala Lumpur,

Malaysia

Page 3: Shahed amanullah, tipping point for halal ihmc 2010, day 1 session 2

PART 1:

The current state of theHalal marketplace

Page 4: Shahed amanullah, tipping point for halal ihmc 2010, day 1 session 2

Which Halal economy?

• There are qualitative differences between the Halal markets in the Muslim and non-Muslim worlds

• Each market has its own opportunities

• Both are reaching their own tipping points

• The Halal economy in the West, however, has the greatest prospects for economic and social benefit

Page 5: Shahed amanullah, tipping point for halal ihmc 2010, day 1 session 2

PART 2:

State of the Halal market in the West

Page 6: Shahed amanullah, tipping point for halal ihmc 2010, day 1 session 2

Get ready for a wild ride

Page 7: Shahed amanullah, tipping point for halal ihmc 2010, day 1 session 2

Growth of Muslim-run establishments is strong

0

2,250

4,500

6,750

9,000

1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

Number of outlets in US/CA/UK offering halal food or products

Source: zabihah.com

Page 8: Shahed amanullah, tipping point for halal ihmc 2010, day 1 session 2

Driving the Halal market

Halal Markets &

RestaurantsHalal

ConsumersHalal

DistributorsHalal

AuthoritiesHalal

Producers

With over 5 million queries a year, zabihah.com is the only significant

connection that the Halal industry has with consumers seeking Halal food

Page 9: Shahed amanullah, tipping point for halal ihmc 2010, day 1 session 2

Ease of use drives demand

Location of searches for Halal services from the iPhone (15% of all zabihah.com traffic) in an average day

Page 10: Shahed amanullah, tipping point for halal ihmc 2010, day 1 session 2

Mainstream businesses are seeing the opportunity

0

375

750

1,125

1,500

1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

Number of mainstream outlets in US/CA/UK offering halal SKUs

Source: zabihah.com

Page 11: Shahed amanullah, tipping point for halal ihmc 2010, day 1 session 2

Why is this happening?

Page 12: Shahed amanullah, tipping point for halal ihmc 2010, day 1 session 2

Revenue tipping point

New business from Muslim customers seeking Halal goods & services

Lost business from customers turned off from serving Muslim customers

Page 13: Shahed amanullah, tipping point for halal ihmc 2010, day 1 session 2

The good news:

• Mainstream entrants buy into the market opportunity

• Halal suppliers are meeting mainstream specs & quantity

• Most non-Muslim customers are indifferent

• Mainstream entry into the Halal market is still very tentative

• Still spooked by resistance from hostile customers

• The Halal “brand” can still be tainted by geopolitics

The bad news:

Page 14: Shahed amanullah, tipping point for halal ihmc 2010, day 1 session 2

Why is this important?

Page 15: Shahed amanullah, tipping point for halal ihmc 2010, day 1 session 2

The market opportunity

Up to 6 million Muslim consumersin North America

Page 16: Shahed amanullah, tipping point for halal ihmc 2010, day 1 session 2

The market opportunity

Up to 6 million Muslim consumersin North America

Up to 350 million overall consumersin North America

Page 17: Shahed amanullah, tipping point for halal ihmc 2010, day 1 session 2

PART 3:

Beyond the tipping point

Page 18: Shahed amanullah, tipping point for halal ihmc 2010, day 1 session 2

Modernization Modernization of production & supply chains has helped to increase the supply of quality Halal goods and services

Marketing Marketing will help to increase the demand for quality Halal goods and services among Muslims and non-Muslims alike

We are halfway there

Page 19: Shahed amanullah, tipping point for halal ihmc 2010, day 1 session 2

Marketing Halal:A fork in the road

Do we continue to market Halal solely through

values embraced only by Muslims?

Or should we incorporate

universal values that others can

appreciate?

Page 20: Shahed amanullah, tipping point for halal ihmc 2010, day 1 session 2

PART 4:

Bringing the benefits ofHalal principles to all

Page 21: Shahed amanullah, tipping point for halal ihmc 2010, day 1 session 2

Incorporate universal values

Organic One of the best ways to ensure a halal production chain (for meat in particular) is to go organic

Humane Halal requires humane treatment of animals (i.e. comforting before slaughter)

Financial Islamic economic principles stress social justice and absence of harm to the less fortunate

Page 22: Shahed amanullah, tipping point for halal ihmc 2010, day 1 session 2

Reinforce the Halal brand

• Incorporate universal themes in your Halal marketing materials

• Support mainstream companies when they take a risk on the Halal market

• Halal certifiers must make the case that Halal matters to non-Muslims, and certify for universal Islamic principles

• Move towards standardization of organic and socially responsible Halal certifications

Page 23: Shahed amanullah, tipping point for halal ihmc 2010, day 1 session 2

We are doing our part

Page 24: Shahed amanullah, tipping point for halal ihmc 2010, day 1 session 2

More than just money

• If we market it right, Halal can be seen by non-Muslims as a significant contributor to global society

• Non-Muslims can see Muslims promoting Halal values (social responsibility, stewardship of the earth, economic justice)

• This will counter the prevailing media narrative of Muslims only contributing violence and hatred to the world

Page 25: Shahed amanullah, tipping point for halal ihmc 2010, day 1 session 2

Thank you