The major multiples are struggling to convince Muslims to buy halal meat from their stores on a regular basis but could tap into growing interest in halal convenience products from younger Muslim consumers, according to new research.
A wide-ranging research project into the halal meat market in England by beef and lamb producer organisation Eblex found that although all participants in its focus group were aware that major supermarkets sold halal meat and many were open to buying meat from there most preferred to buy from independent halal butchers and other specialists.
The key reason for this was trust, the report said, with many respondents particularly new arrivals to the UK saying they looked for the assurance of a Muslim that a product was truly halal. Forty per cent said buying meat from a non-Muslim would make it unacceptable.
Fresh meat accounted for the vast bulk of halal meat bought, with about 80% of respondents saying they bought fresh meat direct from the butcher's counter. There was little evidence of demand for pre-packaged chilled or frozen products, although many respondents said they froze meat at home, the report said.
Despite the focus on fresh, consumers said there were certain types of currently unavailable pre-prepared and processed halal product they would like to buy. These included halal ready meals such as shepherd's pie, ready-made chicken and meat sandwiches, and halal rotisserie. "Opportunities to develop the market further may lie in appealing to younger Muslims with a wider range of modern halal products," Eblex said.
The research also explored attitudes towards pre-slaughter stunning an issue that sparked controversy after an exposé by the Daily Mail on unlabelled halal meat. About 50% of respondents said meat would be non-halal if the animal were stunned, but there appeared to be uncertainty among some Muslims as to what exactly constituted halal slaughter.
A wide-ranging research project into the halal meat market in England by beef and lamb producer organisation Eblex found that although all participants in its focus group were aware that major supermarkets sold halal meat and many were open to buying meat from there most preferred to buy from independent halal butchers and other specialists.
The key reason for this was trust, the report said, with many respondents particularly new arrivals to the UK saying they looked for the assurance of a Muslim that a product was truly halal. Forty per cent said buying meat from a non-Muslim would make it unacceptable.
Fresh meat accounted for the vast bulk of halal meat bought, with about 80% of respondents saying they bought fresh meat direct from the butcher's counter. There was little evidence of demand for pre-packaged chilled or frozen products, although many respondents said they froze meat at home, the report said.
Despite the focus on fresh, consumers said there were certain types of currently unavailable pre-prepared and processed halal product they would like to buy. These included halal ready meals such as shepherd's pie, ready-made chicken and meat sandwiches, and halal rotisserie. "Opportunities to develop the market further may lie in appealing to younger Muslims with a wider range of modern halal products," Eblex said.
The research also explored attitudes towards pre-slaughter stunning an issue that sparked controversy after an exposé by the Daily Mail on unlabelled halal meat. About 50% of respondents said meat would be non-halal if the animal were stunned, but there appeared to be uncertainty among some Muslims as to what exactly constituted halal slaughter.
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