The influence of halal certified products in Italian food market

Purchasing decisions are influenced by several factors. Among the most relevant there are religious belief and identity, two aspects highly considered by Muslims people Even if in the recent past Muslims purchased goods (mainly food) avoiding products not allowed by Islamic principles, today they actively ask for complying ones. Muslims use two opposite terms to describe products and services in or out of their religious code: halal and haram. Halal indicates what is permitted and haram what is forbidden. Muslims firmly request certified products matching halal process standards. It is estimated that the global halal market is growing mainly in the halal food sector, whose up to date value is approximately equal to 16% of the whole global food industry and in the near future, to 20% of total food world trade. A World Halal Secretariat research highlights that the global halal products market is estimated in US$ 2,300 billion (not including finance and insurance sectors) of which food and beverages represent the 67%, pharmaceuticals 22% and cosmetics and personal care amounting to 230 US$ billion. One of the key factors contributing to this market growth is the increase in the Muslim population equal to approximately 1.6 billion representing the 25% of the total. The European Union is an important halal market considering that the 7% (51 millions) of Muslims lives there especially in France, in Germany and the United Kingdom. There are also substantial Muslim communities in Eastern Europe, specifically Albania (70% Muslim). Halal certification is a valuable opportunity for Muslims toward a wider integration and for markets toward new targets. However so far there is not yet a unique standard procedure to guarantee halal products. The objective of this paper is mainly to analyses different worldwide halal certifications and then to evaluate their impact on Italian food market.