As consumers demand more transparency in terms of food labeling, halal certification is an area which is receiving increased attention. Growth in trade with the Islamic Middle East and South East Asian markets represent new opportunities for food manufacturers to enter these emerging markets, with halal certification being key for successful entry.
Analysis of global product launches with a halal-certified claim increased by 24 % in 2014 compared to 2010, according to Innova Market Insights data. Traditionally, while most halal-certified claims are found on product launches tracked in the Middle East and Asia regions, there is evidence of growth (+ 43 %, 2014 vs. 2010) for halal-certified product launches found outside of these regions. Halal certification is widespread for many product types, with leading sub-categories for global product launch activity tracked in 2014 being sweet biscuits/cookies and savory/salty snacks. Further demand for halal certified products should increase worldwide.