MarketTrend: Kosher- and Halal-Certified Foods in the U.S.

Abstract

MarketTrend: Kosher- and Halal-Certified Foods in the U.S. delivers an in-depth analysis of the market for kosher and halal foods in the United States, with an emphasis on opportunities in the mainstream market.

The report discusses the many similarities between kosher and halal foods:

• Both involve dietary laws derived from ancient sacred texts
• Ritual slaughter emphasizes respect for the animal
• Forbidden ingredients include those derived from human hair, bird feathers, and other unsavory sources that are acceptable to U.S. government agencies
• Standards for food production are far more rigorous than those required by the U.S.

Important differences are also addressed:

• The Jewish population in the United States is small - less than 2% - and is expected to decline, both in the U.S. and worldwide.
• A significant percentage of kosher consumers in America are not Jewish. They buy kosher because they believe it is safer, better, healthier.
• Muslims represent less than 1% of the U.S. population. Globally, on the other hand, one in five individuals practice the faith.
• "Halal" applies to all facets of Islamic life, from banking to toothpaste.
• Americans are largely unaware of the halal concept and its attractive attributes pertaining to food.

In MarketTrend: Kosher- and Halal-Certified Foods in the U.S., Packaged Facts maintains that the number of mainstream products that have obtained kosher certification has reached critical mass, and so has the share of consumers who deliberately seek out kosher foods. As for halal, few Americans have even heard of it. In order to grow these markets, companies must educate consumers about the benefits that define these foods and third-party certification thereof. Among the most promising prospects:

• The large number of consumers who are concerned about food safety and are skeptical about food labeling
• Those on gluten-free or meatless diets
• "Foodies"
• Asian Americans, who eat less dairy and drink less alcohol compared to the overall U.S. population
• Those who practice ethical consumerism

The kosher foods market has many facets and no definitive parameters, so accurate sales data are difficult to come by. Packaged Facts employs innovative methodologies to unravel the complexities of the market. By synthesizing information from government agencies, syndicated research services, and interviews with industry executives and consumers, Packaged Facts is able to provide sales data for the diverse segments of the market for certified kosher foods.

Specifically, Packaged Facts estimates that sales of certified kosher foods swelled from nearly $150 billion in 2003 to more than $200 billion in 2008, demonstrating a compound annual growth rate twice that of the overall food market. The increase is largely attributable to the rising number of certified products, as well as a growing number of consumers who deliberately seek out kosher foods. Packaged Facts does not see traditional or "ethnic" kosher foods contributing to market growth.

Packaged Facts forecasts the total market for certified kosher food will approach $260 billion, while sales of products that are purchased because they are kosher will fall between $14 billion (low estimate) and $17 billion (high estimate).

Because the concept of a market for certified halal foods is a fairly new phenomenon, Muslims compose a very small share of the U.S. population, and many of the countries that are home to large Muslim populations have just begun to monitor and quantify sales, hard data are virtually nonexistent. In MarketTrend: Kosher- and Halal-Certified Foods in the U.S., Packaged Facts examines all of the available data to draw a portrait of Muslims in the U.S, as followers of Islam, as Americans, and as consumers.

No other market research report provides the comprehensive analysis, extensive data, and unique insights on the similarities and differences in these two traditions of faith-based consumption. In particular, Packaged Facts analyzes opportunities for U.S. kosher and halal food producers to target mainstream Americans as well as promising niches like Asian Americans, ethical consumers, and "foodies."