With an expenditure of about USD 155 billion in 2016, the Muslim Travel Market is one significant contributor to the overall Muslim consumer market - which is estimated to be worth USD 2 to 3 trillion across various Halal industries of food, lifestyle and services. By the very integrated nature of the travel industry itself, advances in the other sectors of the Muslim consumer market will also indirectly contribute to the overall growth of the Muslim Travel Market.
This report takes a closer look at 3 key sectors which are driving the mega trends in the Muslim consumer market.
The Halal food industry continues to be one of the key drivers in the Muslim consumer market. As a product class, food is relatively easily adopted and requires little education for the consumer. This makes it an ideal bridge to foster and promote understanding between different cultures and people. This increase in awareness of different Halal cuisines and local favourite dishes also reflects the diversity of the Muslim consumer market.
The growth of the Halal food industry has resulted in a healthy dynamic environment which can only be good for the consumer, with more local brands championing their own Halal versions of local favourites. In Singapore for example, as Subway is not yet Halal-certified, consumers can opt for the many alternative brand eateries such as Toasties. Beyond local brands, global Western brands such as Nestle continue to invest heavily in this industry.
On a practical note, with an increase in the accessibility and the variety of Halal food available throughout the world, this makes it easier for Muslims to be able to travel and dine in comfort.
With an empowered Muslim female consumer market, the demand for modest fashion has also naturally increased, with many international brands now entering this market space to penetrate the Muslim consumer market. In 2015 Japanese casual wear brand Uniqlo launched their Hana Tajima Lifewear Collection which included Hijab and even Kebaya, the traditional blousedress popular in Southeast Asia. Beyond just daily wear, Nike also entered the scene and released its “Pro Hijab” modest sportswear just two days before International Women’s Day in 2017.
More options to express their identity as well as to experience new identities through clothing enables Muslims to travel with more confidence. This is because they are now able to adapt to their destination’s cultures and personas without having to short-change the faith-based needs of their clothing.
The demand for Halal pharmaceuticals and cosmetics continues to grow, with more products being created to serve the unique needs of Muslims. Examples include makeup and removal which are wudhu-friendly, and even sprays designed to keep the hair and scalp cool when donning the hijab. In addition, services such as Muslim-friendly spas which take into account gender and family preference contribute to the quality and growth of the Halal wellness sector. This is a favourite component of travel amongst many leisure travelers.
The full GMTI 2017 report is available here: https://www.crescentrating.com/reports/mastercard-crescentrating-global-muslim-travel-index-gmti-2017.html
