The North American Muslim population is 8 million strong, growing at over 500,000 per year and will double by 2020.
Within this surging American Muslim demographic, there is also a meaningful percentage who are affluent, well educated consumers looking for and willing to pay up for 100% natural, anti-biotic free, 100% veggie-fed, and organic Halal foods. These are Whole Foods shoppers!
In EEC, Halal protein sales in 10 years have gone from less than $1 billion to $20 billion. Why? Primarily due to supermarkets – Tesco, Sainsbury, Metro, Carrefour, etc. – finally deciding in Europe to carry Halal products. France, with a smaller total Muslim population than the USA, generates over $2 billion in annual Halal protein sales due to French supermarkets. US retailers have woken up – now Walmart, Costco, Shoprite, SuperValue, Giant, and of course Whole Foods Markets started carrying Halal foods. The tide has started – now comes the tsunami!
In terms of ready-to-eat entrees, the way we looked at it is that the ethnic food sector in the US is around $70 billion. Frozen entrees represent over $15 billion. Indian has the largest growth in the category. There were no Halal Indian entrees in the supermarkets – let alone natural or organic.