Muslim consumer markets on the rise in Britain

Muslim consumers are a growing, influential and extremely loyal group, making them a desirable market for mainstream brands. But reaching them requires more than launching Sharia-compliant products. Making inroads to this sector takes deep understanding of the values of this community and building the brand from there.

Mohamed El-Fatatry, founder of integrated marketing agency Muxlim, says the Muslim consumer is predicted to account for 30% of the world’s population by 2025. As such, ensuring these consumers are spending could help nations repair some of the damage of the recent recession. Khalid Sharif, founder of halal food company Ummah Foods and The Muslim Paper, believes that British marketers should pay special heed, because if you target the community correctly in Britain, it could propel your brand to a global status. “The UK community is so well connected to the rest of the Muslim world,” he notes.

Mainstream products being inclusive of Muslim consumers in their marketing is another good way to gain support from Islamic consumers without having to change very much about a brand, says Muxlim’s El Fatatry. Rather than launching an Islamic iPhone, for example, Apple could just highlight an iPhone featuring an Islamic application in its campaigns.

The largest survey of Muslim women in the UK: A poll of 1,000 British Muslim women finds they are both religiously observant and keen shoppers at Primark

A unique and groundbreaking 1000 Sisters’ voices survey carried out by Ummah Foods, a new generation British Muslim food company, and by SISTERS, the inspirational new magazine for Muslim women, has found that, while an overwhelming majority view Islam as their guide to life, read the Qur’an and observe hijab, they also shop at high street stores, go out to eat and travel regularly. The picture that emerges is one of a population balancing the demands of their faith with the opportunities afforded by life in the UK. Khalid Sharif, founder of Ummah Foods, and Na’ima B. Robert, editor of SISTERS Magazine, began asking some interesting questions about the lives of Muslim women in the UK so they could improve their products for them. The result has been a groundbreaking look at the thoughts, opinions and ideas of Muslim women in the UK. The survey, which is the largest ever, gathered respondents from all walks of life, from around the UK, all eager to give their views on issues as diverse as their relationship with Islam, their opinions of hijab, halal shopping, Internet use, entrepreneurship and of course Muslim men and marriage. One of the most surprising findings was that British Muslim women, married and unmarried, are still romantics at heart.