Sample Case Study Of Halal Food

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The growing affluence of the halal market is something that cannot be ignored by supermarket retailers like Cold Storage. According to Power & Abdullah (2009), the market represents 16% of the global food industry. This is expected to increase due to the growing Muslim population with rising incomes (Endang, 2011). However, this demand is characterised by increasing food expectations as Muslims are becoming better educated and therefore demanding food that are not only halal but also healthy and of high quality (Power & Abdullah, 2009). Despite the challenges, the halal food market is worth exploring due to the overlapping consumer demands. For instance, apart from Muslims, halal food also appeal to consumers looking for safe and ethical food. Furthermore, Muslims are also looking halal versions of mainstream food (Power & Abdullah, 2009). With the availability of halal-certified corners in our supermarkets, Cold Storage is well-positioned to profit from the trend. However, we should examine how we can cater to the rising consumer expectations so as to strengthen the position of Cold …show more content…

For example, Brudgar (2011) suggests that two-thirds of U.S. Muslims are young university graduates. Power & Abdullah (2009) also notes that Muslims are getting younger, and part of the population are well-educated. This has resulted in the rising food expectations, as consumers become more educated about what is in their food. For instance, American Muslims are demanding for natural and organic products (Gazdziak, 2011). Findings by Power & Abdullah (2009) also note that “people will not buy halal simply because it’s halal. They’re going to buy quality food”. This poses a challenge to the industry as access to halal food products is still limited (Endang, 2011). However, it will be worthwhile for Cold Storage to understand the changing consumer preferences to better meet the demands of our

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