Copyright HDC 2010
THE GLOBAL HALAL MARKET
An Insight into the Halal Opportunities
and Halal Malaysia Certification
22nd March 2011
Diverse Sectors In The Halal
Industry
Halal Product and Services
Food
Ingredient & Additives
Cosmetics
Animal Feed
Drugs and vaccines
Islamic finance
Pharmaceuticals
Logistics
Halal is a
VALUE
PROPOSITION
that exist within
key elements of
the supply chain
of the intersecting
industry sectors
Why go Halal?
Germany has about 3.5 million of Western Europe's 20 million Muslims
According to the European halal control and certification authority in
Ruesselsheim , about 400 companies in Germany offer halal products
There are 1.4 billion muslims worldwide.
Muslims are expected to account for 30% of the world’s population by 2025
Global halal trade is estimated to be $80 Billion or some 12% of total trade in agri-
food products.
Halal certified products are viewed by Muslims as a mark of quality and an added
religious safeguard.
Halal products can be consumed by muslims and non-muslims
Halal as a Value Proposition
Primary Industries Halal Products and
Services
Halal
Compliance
Focus should not be on developing ‘Halal’ industry, but on developing consumer
goods industry with Halal as one of the Value Proposition
Food
Healthcare Logistic Services
Cosmetics Food
Healthcare Logistic Services
Cosmetics
Global Consumer Concerns
CHANGED CONSUMER MINDSET
Better educated and informed
Concerns moving from physical product
attributes to spiritual, social, environmental
and sustainability issues
Media & NGO’s more vocal and active
Reputational risk a huge concern for brand
integrity
Traceability becoming critical
Where are you in the supply chain and
would your customers be happy with your
performance
Source : Courtesy of INTERTEK
Agri-food supply chain – Integrated
Grower/Farmer
Primary production
Processor/Manufacturer/
Packer
Distributor/Retailers/
Consumer
To Fo
rk
From
Farm
GlobalGAP,
Organic, Halal, Non-GMO
BRC-Packaging
Halal, GMP/ HACCP
BRC-Standards
GMP, HACCP HalalTGI, WCA, GSV
“one brand”Certification
(Halal)
“one brand”certificationSupply chain inspections
QMS: ISO 9001, 14001, 22000, OHAS 18001, SA 8000, HACCP,TGI, WCA, GSV
Standards: Organic, Global Gap, non-GMO, etc.
Laboratory Analysis and Traceability
Training, Technical advisory and Capacity Building to International Standards
To Fo
rk
From
Farm
Source : Courtesy of INTERTEK
Halal alone is not enough?
Pollution
Waste
Hazardous Material & Waste
Management
Using the wrong Energy & Global
warming
Source : Courtesy of INTERTEK
Knowing your supply chain?
Don’t associate your products with this?
8Source : Courtesy of INTERTEK
TIDY UP YOUR SUPPLY CHAIN
Associate your products with being Halal and more……..
Source : Courtesy of INTERTEK
Malaysia has the Components of a
Complete Halal Ecosystem
Source : MDS Logistics
DISTRIBUTIONPROCESSING PLANTSSUPPLIERS CUSTOMERS
SECURITY SERVICES
PACKAGING MATERIALS
EXPORTERS
TRADING
IMPORTERS HALAL ANIMAL FEEDCOLD ROOM
MAINTENANCE
ISLAMIC BANKING, FINANCE & INSURANCE
GOVERNMENT MINISTRY AND AGENCIES
CONTAINER CLEANING
ENTREPRENEUR DEVELOPMENT
OIC
R&D FIRMS•FOOD & NUTRITION•PHARMACEUTICALS•COSMETICS
HALAL KNOWLEDGE CENTRECOMPETENCY BASED TRAININGINNOVATIVE & COMMERSIALISATIONPHARMACEUTICALS & COSMETICSAGRICULTURE & ANIMAL HUSBANYISLAMIC FINANCEFOOD & NUTRITION
CERTIFICATION & QUALITY ASSURANCE•JAKIM• MINISTRY OF HEALTH• MARDI•DSM•MOA
Global Market for Halal Products
22%
6%
10%
62%
Sales
Food &
Beverages**
Nutraceutical
Pharmaceutical
FMCG sector
Global market for Halal-potential products, 2005**
• The Halal market has
been quantified as the
target market that can
potentially be captured
• Approximately 67% of
these Halal-potential
products are
categorized as fast
moving consumer
goods (FMCG)
• FMCGs in the
primary meat and
food sectors account
for 62% of the market
Does not include Islamic Financial Services. Services involved in final product e.g. certification, logistics, R&D are
included in sectoral values
** Based on sales revenue
*** Halal processed food is taken as 66% of the total based on world Halal meat consumption
**** Only non-alcoholic beverages
Source: Euromonitor reports; FAOSTAT
100% = USD 2.1 Trillion
Cosmetic &
Personal Care
Global Halal Market Value
ASEAN: Future World Halal Base
• Many ASEAN countries have low “per capita trade-able food consumption”. Indication: High potential in future demand.
• Currently, chicken meat intake per-capita in Indonesia is 4 kg/year. Forecast in 7-8 years, increase in intake per-capita to 8 kg/year, demand increases for chicken meat to 1.3 million MT.
• With the increase in economy, rise in ‘disposable income’ and increasing awareness on Halal; Halal products to be traded particularly meat and meat-products will increase ‘exponentially’.
13
ASEAN POTENTAIL
SPECIALTY
PROCESSED
FOOD
Examples of Opportunities in
Processed Food
Products Consumption of Halal Processed Food in Key Import Locations
(US$ Mil)
SINGAPORE SAUDI ARABIA FRANCE NETHERLAND
S
Confectionary 137 658 4,590 1,434
Ready Meals 198 8 3,201 603
Canned Preserved Food 63 311 2,500 396
Chilled Processed Food 48 - 1,122 1,337
Sauces Dressing and
Condiments 54 347 473 559
Total 500 1,324 11,886 4,329
Source: Euromonitor , USDA reports, 2007
10 % of these market space would constitute US$ 1.8 billion in potential revenue for the Halal
Industry player who chooses to capitalise on it
Potential Of Halal
– Processed Food Products
Based on 6 countries from EU, Asean and GCC
Canned/ preserved food 13%
Chilled processed food22%
Confectionary30%
Frozen processed food9%
Ready meals14%
Sauces, condiments, dressing
12%
Potential of Sales of Processed Food (2010)
Source: Eurostat, Euromonitor, Data Monitor, Industry sources & GFRA Analysis (2008)
HALAL
INGREDIENTS
Global Market for Ingredients by
Country, 2005
Total Market Value US$ 30.4 billion
Source : Euro Monitor and RTS Resources, 2005
Top 10 growth segments for food ingredients, 2005 to 2010
Rest of the World 43%
France 4%
USA 29%
China 10%
Germany 7% Japan
7%
100%= USD 30.4 bil
Halal Ingredients
A significant portion of the value-add (up to 75%) of FMCG is in ingredients.
Potentially halal products become non-halal through the use of non-halal
ingredients
Global market for ingredients was USD30.3b in 2005, and is expected to rise
to USD34.2b in 2010.
Specialty ingredient industry dominated by MNCs for example Danisco, Kerry
Ingredients, and Barry Callebaut.
Consumer goods ingredients – 4 categories
Core Commodities Functional ingredients, e.g. Food additives Active ingredients, e.g.
Flour Foaming agents Colouring Anti-bacteria agents
Cocoa Anti- caking agents Flavorings Anti- aging agents
Hydrogenated vegetable fats
Binding agents Fragrances Cholesterol reducing agents
Preservatives
1
2
3
4
5
Opportunities for Palm Oil
Potential
ingredients from
palm oil
Potential use Status of commercialization
Functional
Lycopene
Beta Carotene
Tocotrienols
Nutriceuticals, fortified
food and beverage,
cosmetics
Commercialised by local
companies but with limited
scale and export quality
Enzymes
Lipase
Coenzymes Q10
Cheeses
Cosmetics
• Not yet commercialised
• Not yet commercialised
Chemicals
Glycerin
Di & Mono
Glycerides
Sodium Laureth
Sulphate
Soap, lotions and cream
Emulsifier
Bath shower and shampoos
Mainly available in countries
with access to vegetable
oils. In markets such as
Australia, UK, chemicals
are generally of animal
origin
Texturizer
Animal fat
replacer
Sausages and burgers Commercialised by a local
company and used in all
their chicken based
products
There is potential to link to the palm oil plantations sector in Malaysia, and tap on R&D that has
already been performed by institutes such as MPOB. This will increase the capacity for local
companies (such as Flavour Inn Corporation and Green House Ingredients) to innovate and foster
collaborations with MNC consumer goods companies
ANIMAL
HUSBANDRY
Animal Husbandry
For beef, global exports are dominated by Brazil, Australia and
Argentina, accounting for 65% of the market in 2005
Global poultry export is dominated by Brazil, U.S.A. and the
Netherlands, accounting for 70% of the market in 2005
1
2
Potential Of Halal
– Meat Based Products
Based on 6 countries from EU, Asean and GCC
Canned/ preserved
meat & meat
products
4%
Chilled processed
meats
80%
Frozen processed
poultry
6%
Frozen processed
red meat
7%
Frozen pizza (meat
based)
3%
Potential of Sales of Meat-Based Products (2010
Source: Eurostat, Euromonitor, Data Monitor, Industry sources & GFRA Analysis (2008)
Global Halal Market Opportunities
New Clusters Potential Values for Halal Market
(Based on 5% of Global Trade)
Cosmetic/Personal Care USD$ 177 Billion
Agriculture USD$ 41.5 Billion
Pharmaceutical USD$ 30.3 Billion
Islamic Finance USD$ 25.0 Billion
Logistic USD$ 0.17 Billion
Travel Industry USD$ 0.13 Billion
Total Values for Halal New
Growth ClustersUSD$ 274 .1 Billion
Potential Growth Clusters
There is a Captive Muslim Market
in Germany
World Muslim Population (Millions) European Muslim Population (Millions)
Muslim constitute 20% of the world population
Source : Global Mapping International Source : www.islamicpopulation.com
Target Markets for Halal Producers
WHERE IS MUSLIM PURCHASING POWER? WHERE ARE MUSLIM CONSUMERS?
Source : Addressing the Muslim Market, A.T Kearney
Largest MuslimPopulation
Largest Muslim % of Total Population
Highest Purchasing Power Of Muslim Population
Indonesia Bahrain Saudi Arabia
Pakistan Kuwait Turkey
India Saudi Arabia Iran
Bangladesh Algeria Malaysia
Turkey Iran Qatar
Egypt Oman Russia
Iran Turkey France
Nigeria Yemen Libya
China Tunisia UAE
Ethiopia Iraq United States
Algeria Libya Algeria
Morocco Pakistan Singapore
Sudan UAE Indonesia
Afghanistan Qatar Egypt
Iraq Egypt The Netherlands
Average growth of Muslim Population:
1.8% p.a
Worldwide Muslim population : 1.56
billion
Asia (870 million)Middle East (190
million)
Africa (443 million)
Europe (51 million)
Northern Europe (2 million)
Western Europe (10 million)
Southern Europe (9 million)
Eastern Europe (29 million)
North America (7 million)
South America (3 million)
HALAL
CERTIFICATION
IN
MALAYSIA
Halal Certification in Malaysia
Application /
Document Approval
Premise Inspection /
Audit / Lab
Panel / Appeal
Committee
Issuance of Halal
Certificate
Monitoring &
Enforcement
What does this mean for Halal
Suppliers?
Need to demonstrate your business credentials
Move from thinking
To being Halal Certified
To act Green
To act Socially Responsible
To ensure facility Security is in place
To ensure Product Safety is in place
Supply chain traceability is required
Farm to Fork
Raw material to final product
Source : Courtesy of INTERTEK
Halal Industry Development Corporation (HDC)5.02, Level 5,KPMG Tower, First Avenue, Persiaran Bandar Utama,47800 Petaling Jaya, Selangor Darul Ehsan,Malaysia.
Tel : +603 - 7965 5555Fax : +603 - 7965 5500
Hotline : 1800 - 880 - 555 (within Malaysia)+603 7965 5400 (outside Malaysia)
www.hdcglobal.com