Many factors influence our product selection decisions. From cultural and social conditions to marketing and our own preferences. The product we choose depends on where we live, how we live, what values we follow in life. So when selling a product in Poland, the best thing we could do is to ask our friends, colleagues or conduct a public survey to find out what the key features are when making purchasing decisions. We would probably most often hear about price, product features or appearance. The same story with minor or major differences may be true across Europe. On this basis, we can distribute our product worldwide. However, there are customers in the world, and even in Poland, for whom the price or quality of the product is not as important as its compliance with the rules by which they live. You will say - 'surely these are some extreme cases'. My answer to this is that there are almost 2 billion Muslims in the world today.

What is Halal?

The concept of Halal is an order that defines what is permissible, permitted, legal for followers of Islam. In its holistic sense, the concept of Halal refers to any act, object or behaviour permitted by the Shariah, which is a free choice of man, which consequently need not be punished or rewarded at all. Speaking of Halal, one cannot fail to mention its opposite i.e. Haram. This word is derived from verbs such as: to forbid, to prohibit, to take out of law, to deprive of law, to declare unlawful, to be taboo, and at the same time: to declare sacred, inviolable and untouchable. The two terms Halal and Haram form a peculiar set of actions and values that, on the one hand, define for us what is appropriate, advisable (fasting, extra prayer) and, on the other hand, clearly show the forbidden areas (such as murder, theft). When considering Islam in the context of society, one must be aware that its principles are not only cultural, but also, or perhaps above all, socio-economic factors.

Halal and the cosmetics industry.

Both Halal and Haram directly affect many areas of the economy, including the cosmetics industry. What is extremely important and noteworthy is that the principles followed by the followers of Islam are much stricter and reach much further than the current vegan or eco trends. In order to describe a product as vegan, it is often sufficient to show that it does not contain animal ingredients and that no animals were directly involved in its production. In Islamic doctrine, the subject is much more complex and detailed. Halal/Haram is often interpreted to mean that a product must not contain, or even, be in the same place and come into contact with animal products. In addition, using cosmetics as an example, even a trace amount of alcohol must also not appear in their composition. Another area that the manufacturer must keep in mind is the product packaging. It must be biodegradable and environmentally friendly.

Halal market size

If the followers of Islam are such a demanding customer, is it worth their time and resources? In my opinion, undoubtedly - yes. Today, Islam is the second most populous religion in the world after Christianity. Its followers now make up almost 25% of the world's population, including about 40 million people in Europe, which is about 6% of the continent's population. The market for halal products in Europe is estimated to be around €67bn per year. France in 2009 received about €5.5bn from the sale of these products, with an annual growth of 14%, slightly less Germany with about €4.5bn. These are huge markets even on a European scale, not to mention exports to countries where the Muscovite population makes up the majority of those living in the area.

Source: Pew Research Center report of 5 facts about the Muslim population in Europe, 2017

What can we do to make our product Halal/Haram?

The most important thing is awareness and knowledge of the strictures under which people of the Islamic faith live. In MPR Labs, we organise tests that can determine the content of animal DNA with an accuracy of 0.001% and the possible level of ethyl alcohol in both the product and packaging with an accuracy of 0.01%. A report of this data can be extremely helpful when presenting your product to new customers. In addition, there is the Polish Halal Institute, which certifies many product groups in this area and analyses both the production process and the products themselves.

Summary

Customer awareness is growing, so the awareness of producers and distributors must also grow. If we want to develop a brand globally, we need to be aware of other cultures and the requirements of consumers from all over the world. The market for Halal/Haram products is constantly growing. According to some data, the number of Muslims may outnumber Christians in the next few years. In addition, in Europe alone, there is a very high percentage of people practising and living according to this religion and its principles. Each one of us needs cosmetics, so let us try together to make them compatible with my principles, yours or those of others.

Bibliography:

1. Adamek "Certification of products and services as a determinant of the development of the Halal economy - selected issues" - University of Ekonim in Wrocław 2017
2. Nowakowska "The Muscovite consumer in multicultural Europe" University of Technology and Life Sciences in Bydgoszcz 2014
3. Mroczek "Ritual slaughter in Poland - selected aspects" Zeszyty Naukowe Szkoły Głównej Gospodarstwa Wiejskiego w Warszawie 2017
4. Pew Research Center report of 5 facts about the Muslim population in Europe, 2017