Demand for halal
One priority among Muslim travellers is halal food, where animals are prepared according to established rules, and no pork, lard or alcohol is involved in the cooking. As halal is also associated with strict standards in food care, many non-Muslims look to it as a stamp of quality, and Asia-Pacific Food Industry magazine calls halal “the new mainstream”.
While hardly a ‘trend’, halal food is growing fast, and the Economist Intelligence Unit forecasts that by 2030, the global halal market will reach US$10 trillion from US$1 trillion in 2014. Malaysian billionaire Halim Saad has called halal “the biggest and the oldest brand in the world”.
“Halal certification gives companies a competitive edge, so they can sell to a larger pool of consumers and can also export to more countries in the region,” says Leong Lai Peng, Senior Lecturer In Food Science and Technology in Singapore.
As Muslim travellers are forecast to make up fully one quarter of global travel expenditure, doubtless more will follow.