Halal consumers seek diversity, convenience

Nourish Food Marketing’s 2024 Halal Shopper Study provides insights into the habits and preferences of the Canadian halal grocery shoppers. This is the eighth edition of Nourish’s annual halal survey.

The study, which surveyed over 1,000 respondents across Canada, sheds light on key shifts in consumer preferences and behaviours, particularly a growing interest in halal products outside of the meat category and a demand for greater product variety across categories such as baked goods, beverages, and candy.

“This year’s Halal Shopper Study highlights an expanding opportunity for brands to offer a wider range of halal-certified products,” says Salima Jivraj, head of multicultural marketing and account director at Nourish Food Marketing. “With more halal shoppers seeking convenience through online platforms and a broader selection of products, it is essential for brands and retailers to evolve to meet these demands.”

Halal consumers are also increasingly turning to online grocery shopping, drawn by its convenience and wider product selection. As more halal shoppers move away from urban centres, accessing halal products in-store has become harder, creating a key opportunity for brands to expand online and reach underserved areas.

Another key insight is how halal shoppers discover new products, with Facebook emerging as the leading platform for sharing recommendations and reviews within the community.