Halal Exigo Marketing WHRS 100623

Emerging Pattern of Innovation in
the Halal Food Industry
World Halal Research Summit
June 2010, Kuala Lumpur
www.exigomarketing.com
What Iʼm going to cover..
• Exigo Marketing credentials
• Why consumer insight is critical to developing new

Halal food innovations
• The main types of FMCG research
• Who is the Muslim consumer?
• Singapore & UK Muslim consumer insights
• How to use consumer insight in a Halal innovation

programme
Exigo Marketing is an International Management
Consultancy specializing in FMCG
priority matrix Consumer and Shopper

NPD process
insight
Market & Competitor

p r o d u c t Intelligence
c u t t i n g
a n a l y s i s Brand Segmentation &
Positioning
Tools and b u s i n e s s
templates m a t c h i n g Commercial Planning &
Structure
Technology & Innovation
Pricing & Profitability

I&R process
F G I s Optimization
Route to Market and

Channel Management
s e g m e n t a t i o n
www.exigomarketing.com Global Business Matching
Representation
Together with clients, we develop and implement

winning strategy
“Better understanding of the consumer through every type of
market research is one of the keys to the new ways of doing
business for brands. Growth can only be sustained in the
long-term by knowing and respecting the consumer better.”
The Walpole Group
“Targeting the right customer is fundamental to value creation.
Recent market research has shown that when the full costs of
supporting customers is taken into account, the majority of
customers (usually around 70%) are not profitable at all.
The mistake is not being selective enough in seeking growth. It

is invariably better to invest in developing long-term loyalty
from a smaller number of high-value accounts than seeking to
net everybody and anybody.”
Peter Doyle, Value-based marketing, 2000
The Two Main Types of FMCG Research
Problem Identification Problem Solving
•Market potential and size •Product and Packaging

•Market dynamics & Trends research
•U&A •Pricing
•Consumer/shopper profile •Segmentation &
•Image positioning
•Forecasting •Promotion effectiveness
•Business Trends... •Advertising test...
Why Consumer Insight is Critical to
Developing New Halal Food Innovations
• Generally speaking the number of new FMCG products launched every year is
increasing
• Whilst there are “pillar” brands in most categories that have stood the test of time,
product life cycles on average are falling
• Worldwide the food industry is about “repeat” sales, without which brands and
businesses die...
• Therefore, understanding the consumer: who they are, who should be targeted,
what their lifestyles are, their values, and so on are so on is critical to building long
term loyalty
Arguably, the Majority of Consumer
Goods Companies have Little
Understanding of the Muslim Consumer
• Many of the products sold by MNCs in the Islamic world are simply Halal versions
of what is available elsewhere
• Halal Marketing strategies have tended to focus on certification & traceability
• In the UK for example there are many consultancies offering Halal certification
advice, by contrast there are very few dispensing advice on how to target or
understand the Muslim consumer
• In Exigoʼs view for most FMCGs targeting the Muslim consumer has not been a
priority
Therefore, for this seminar we will
showcase some insights from a Muslim
consumer lifestyle survey conducted by
Exigo Marketing...
...we wondered what we would uncover
Muslim Consumer Insight
• Exigo conducted a survey amongst Muslim consumers in Singapore, the UK and on-
line for this seminar
• to provide a different perspective for discussion we deliberately tried to select

consumers who are not resident in Malaysia
• The purpose of the survey is to share some initial insights into the Muslim consumer,
their attitudes to food as well as their lifestyle and religious beliefs
• The total sample size was 61 people
• Respondents had to rate 48 statements covering attitudes to food, lifestyle and

religious beliefs
• The questionnaire was designed by Exigo Marketing with all analysis done internally.
All questions and answers were in English
• The results presented do not necessarily follow the flow of the questionnaire
• The results shown should be viewed as directional and designed to promote

discussion
• Exigo Marketing will not take any responsibility for any decisions taken based on
these insights
The Key Questions Centered around 4 Themes
Attitudes to Food Importance of Labelling

“I tend to stick to my favourite food and beverage brands” “I donʼt buy packaged foods unless they have a Halal
logo on the packaging”
“I tend to watch a lot of cooking shows on TV”
“Taste is the most important factor in choosing which foods I eat” “I always read the labels and ingredients lists of packaged
foods very closely”
“I tend to buy food at large modern retail outlets”
“I often snack and eat between meals.” “In my country I trust the process for deciding
whether or not a product is Halal”
“Foods from overseas are very tempting”
“I understand and can explain easily what Halal
“I prefer organic and natural food.” means”
“The nutritional values of food are more important than taste”
Health Religious Views

“Generally speaking I am happy with my body weight.” “I wear clothes that clearly show what my religious beliefs are”
“It doesnʼt matter whether or not the doctor I see is a Muslim” “It is better to have a Sharia complaint bank account”
“I wish there were more Halal pharmaceutical products” “There is a strong link between the food I eat and my
religious beliefs”
“I trust the opinion and advice given by doctors”
“I would describe myself as a religious person.”
70% of the sample are 18-24 age group
Glasgow Singapore
18-24 25-34 35-44
Kuala Lumpur
45-54 55-64 over 65
3%
30%
2% 2%
10%
12%
3% 70%
69%
Lifestyle
“I like eating out as much as
“I surf the internet a lot”
possible”
80% of Singaporean
Muslims agreed versus 33%
Only 20% of British Muslims of British Muslims
agreed, compared to over
35% Singaporean Muslims
0 6 12 18 24 30 0 6 12 18 24 30
donʼt agree at all
donʼt agree
neither agree or disagree
agree to some extent
totally agree
“I prefer watching soap
“I watch a lot of TV”
operas rather than the news”
Only 40% of people who said

they prefer organic and
natural food agreed with this
statement
0 6 12 18 24 30 0 6 12 18 24 30
Food Habits
“I tend to stick to my favourite food “I tend to buy food at large
and beverage brands” modern retail outlets”
Surprisingly 60% of people

who said they prefer organic
& natural food agreed
0 8 16 24 32 40
0 8 16 24 32 40
donʼt agree at all
donʼt agree
“I tend to watch a lot of totally agree “Foods from overseas are
cooking shows on TV” very tempting”
40% of Singaporean
Muslims strongly agreed with
Singaporean Muslims much versus only 20% of British
more likely to agree than Muslims
British Muslims
0 8 16 24 32 40
0 8 16 24 32 40
Attitudes to Food...
“The nutritional values of food
“Taste is the most important factor
are more important than taste”
in choosing which foods I eat”
62% of people who preferred
organic and natural food
agreed
0 8 16 24 32 40 0 8 16 24 32 40
donʼt agree at all
donʼt agree
totally agree
“I often snack and eat “I prefer organic and natural
between meals.” food.”
61% of British Muslims
agreed compared to 30% of
Singaporeans
65% of people who said they
wear clothes which clearly
show their religious beliefs
agreed
0 8 16 24 32 40
0 8 16 24 32 40
Labelling and Halal
“I donʼt buy packaged foods
“I always read the labels and
unless they have a Halal logo
ingredients lists of packaged foods
on the packaging”
very closely”
45% of those preferring

organic and natural food
strongly agreed
0 8 16 24 32 40 0 8 16 24 32 40
donʼt agree at all
donʼt agree
totally agree “In my country I trust the
“I understand and can explain
process for deciding whether
easily what Halal means”
or not a product is Halal”
82% of Singaporeans agreed

versus 46% of British
Muslims
0 8 16 24 32 40
0 10 20 30 40 50
Attitudes to Health and Doctors
“I trust the opinion and advice “Generally speaking I am happy
given by doctors” with my body weight.”
There was some indication

from the data that people
who preferred organic and
natural food were more likely
to be ambivalent
0 8 16 24 32 40
donʼt agree at all 0 8 16 24 32 40
donʼt agree
“It doesnʼt matter whether or not totally agree “I wish there were more Halal
the doctor I see is a Muslim” pharmaceutical products”
75% of people who said that

the clothes they wear clearly
show their religious beliefs
strongly agreed!
0 8 16 24 32 40 0 8 16 24 32 40
Religious Values
“I would describe myself as a “There is a strong link between the
religious person.” food I eat and my religious beliefs”
47% of British Muslims

strongly agreed versus 5% of
Singaporean Muslims
0 8 16 24 32 40 0 8 16 24 32 40
donʼt agree at all

donʼt agree
“It is better to have a Sharia neither agree or disagree
“I wear clothes that clearly show
complaint bank account” agree to some extent what my religious beliefs are”
totally agree
75% of people who said that

the clothes they wear clearly
53% of 18-24 year olds were show their religious beliefs
undecided strongly agreed!
0 8 16 24 32 40
0 8 16 24 32 40
Looking to the Future...
“I prefer to buy and cook
“I am eager to try new food
fresh foods rather than
and beverage products” 67% of British Muslims
strongly agreed compared to
packaged groceries.”
28% of Singaporeans. Those
liking organic and natural
food generally agreed with
this statement
0 8 16 24 32 40
0 8 16 24 32 40 donʼt agree at all
donʼt agree
“Large food companies
“Halal only retail shops is a agree to some extent
understand well what Muslim
good idea” totally agree consumers want”
65% of of people who said

that the clothes they wear No British Muslims strongly
clearly show their religious agreed with this statement!
beliefs strongly agreed!
0 8 16 24 32 40
0 8 16 24 32 40
Opportunities to Develop more Nutritious
and Convenient Halal food?
“I would like to see more “I would like to see more convenient,

nutritious Halal food on sale” easy to prepare Halal foods”
75% of of people who said

that the clothes they wear 85% of 18-24 year olds
clearly show their religious agreed
beliefs strongly agreed!
0 8 16 24 32 40
0 8 16 24 32 40
donʼt agree at all
donʼt agree
totally agree
What can we Conclude from this Initial
Survey?
• Not all Muslims are the same!
• for example British Muslims less likely to be interested in overseas foods
• Reading of ingredients lists and looking for the Halal logo is not universal
• Is Halal certification and labelling as clear and meaningful to British Muslims as

it is to Singaporeans?
• Whilst taste is clearly one of the most important factors in choosing food and
beverage brands, there appears to be a desire for healthier, more nutritious and
convenient Halal foods
• further work, for example in-depth interviews, needed to understand what

“nutrition” and “convenience” mean to the Muslim consumer
• The food industry has more work to do to understand better the needs,
motivations and values of the Muslim consumer.
How to use Consumer Insight in a Halal Innovation
Programme...
1. Decide which consumers you are going to target
• By country? Demographic? Lifestyle & values? Heavy users?
2. Understand deeply their functional (e.g. taste, flavour...) as well as emotional

needs (reassurance, religious values..?)
• in depth research...FGIs, in home immersion
• quantitative product attribute benchmarking
3. Look at other markets, categories and beyond Halal for inspiration
4. Create prototypes and mock-ups and again ask for consumer input
5. After launch constantly seek feedback and insight
Emerging Pattern of Innovation in
the Halal Food Industry
Thank you!
World Halal Research Summit
June 2010, Kuala Lumpur

Halal Exigo Marketing WHRS 100623

Încărcat de

Informații document

Drepturi de autor

Formate disponibile

Partajați acest document

Partajați sau inserați document

Opțiuni de partajare

Vi se pare util acest document?

Este necorespunzător acest conținut?

Drepturi de autor:

Formate disponibile

Halal Exigo Marketing WHRS 100623

Încărcat de

Drepturi de autor:

Formate disponibile

Emerging Pattern of Innovation in

the Halal Food Industry

World Halal Research Summit

June 2010, Kuala Lumpur

• Exigo Marketing credentials

• Why consumer insight is critical to developing new

• The main types of FMCG research

• Who is the Muslim consumer?

• Singapore & UK Muslim consumer insights

• How to use consumer insight in a Halal innovation

priority matrix Consumer and Shopper

Market & Competitor

Technology & Innovation

Pricing & Profitability

Route to Market and

Together with clients, we develop and implement

The Walpole Group

The mistake is not being selective enough in seeking growth. It

Peter Doyle, Value-based marketing, 2000

Problem Identification Problem Solving

•Market potential and size •Product and Packaging

• Halal Marketing strategies have tended to focus on certification & traceability

...we wondered what we would uncover

• to provide a different perspective for discussion we deliberately tried to select

• The total sample size was 61 people

• Respondents had to rate 48 statements covering attitudes to food, lifestyle and

• The results shown should be viewed as directional and designed to promote

Attitudes to Food Importance of Labelling

Health Religious Views

Only 40% of people who said

Surprisingly 60% of people

45% of those preferring

82% of Singaporeans agreed

There was some indication

75% of people who said that

47% of British Muslims

donʼt agree at all

75% of people who said that

65% of of people who said

“I would like to see more “I would like to see more convenient,

75% of of people who said

• Not all Muslims are the same!

• for example British Muslims less likely to be interested in overseas foods

• Is Halal certification and labelling as clear and meaningful to British Muslims as

• further work, for example in-depth interviews, needed to understand what

1. Decide which consumers you are going to target

• By country? Demographic? Lifestyle & values? Heavy users?

2. Understand deeply their functional (e.g. taste, flavour...) as well as emotional

• in depth research...FGIs, in home immersion

• quantitative product attribute benchmarking

3. Look at other markets, categories and beyond Halal for inspiration

5. After launch constantly seek feedback and insight

World Halal Research Summit

June 2010, Kuala Lumpur

S-ar putea să vă placă și