Shropshire Farming Talk: Unlocking opportunities in the halal meat market

While Muslims make up 6.5 per cent of England and Wales, they drive a remarkable 30 per cent of lamb sales by volume. 

This statistic alone highlights the significant purchasing power of this consumer group and their dietary requirements. 

The findings offer a treasure trove of insights for levy payers, enabling them to better understand and engage with this growing market.

The 2024 report delves into the shifting dynamics of the halal sector, shaped by challenges like the Covid pandemic and the cost-of-living crisis. 

It uncovers where halal consumers shop, what products they value most, and how festivals amplify demand. 

For farmers, processors, and retailers, these insights are an invaluable toolkit for aligning with the needs of halal consumers and unlocking the full potential of this vibrant market.

For years, lamb consumption has been in steady decline across the UK, largely due to its higher price compared to alternatives like chicken. Yet for halal consumers, lamb is non-negotiable. 

The research reveals that 80 per cent of halal shoppers enjoy lamb weekly, with 64 per cent also eating mutton — a stark contrast to just 6 per cent of the general population.

The economic clout of this market is equally striking. In 2023, UK Muslims spent a staggering £823 million on halal meat. 

This is part of a much larger trend: back in 2016, the Muslim community spent £4.64 billion on halal food and beverages. 

These figures underscore the critical role of halal meat in domestic demand and its potential as a cornerstone of growth for the UK meat industry.

For farmers and processors, the message is clear: diversifying production to meet halal requirements isn’t just smart — it’s essential.

 Catering to the growing appetite for halal beef and lamb opens the door to new revenue streams and a loyal customer base. Understanding what matters to halal consumers, from quality to affordability, is key to making meaningful connections with this market.

Retailers, too, can seize this opportunity by fine-tuning their offerings to reflect the preferences of halal shoppers. With the insights provided by AHDB, the entire supply chain is equipped to serve this important demographic, delivering tangible benefits for levy payers while fostering growth in the sector.

The halal market is more than an exciting opportunity—it’s a critical pathway to growth for the UK meat industry. As domestic demand continues to shift, adapting to this dynamic sector will be crucial. 

Farmers, processors, and retailers who embrace the potential of halal consumers can strengthen their businesses, secure new markets, and future-proof their operations.

The 2024 Halal Report offers deeper insights and actionable strategies for tapping into this vibrant market. 

 by  Awal Fuseini, Senior halal manager, international trade development