MarketTrend: Kosher- and Halal-Certified Foods in the U.S.
May 1, 2009
104 Pages - Pub ID: LA1282406
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Chapter 1: Executive Summary
The Basics
Scope of This Report
Methodology
Kosher Basics
Halal Basics
In both cases, ritual slaughter honors the animal
Certification
Figure 1-1: Sample Page of Application for Kosher Certification Vaad Hoeir of St. Louis
Figure 1-2: Selected Symbols Representing Kosher Certification, Halal Certification
Why certify?
A marketing claim with teeth
Table 1-1: Importance of Kosher Certification Symbol, by Type of Kosher Consumer (on a 1-10 scale), 2007
Certifiers provide publicity for their clients
Certification enhances export opportunities
Market Size and Growth
Kosher foods at $211 billion in 2008
Table 1-2: Total Food vs. Kosher Food Sales in U.S. Grocery Stores, 2003 and 2008 (in millions of dollars)
"Ethnic" brands don't seem to be driving growth
Sales of certified kosher foods forecast to surpass $260 billion by 2013
As a market, halal is in its infancy; growth is nurtured by nations with much to gain
Malaysian Ministry puts U.S. market at almost $12 billion
Canadian government urges businesses to enter halal food market
Market Factors and Trends
Muslim population in the U.S. is tiny; globally, it's huge
Table 1-3: Religious Affiliations, the United States and the World (percent)
Figure 1-3: Religious Affiliations, the United States and the World (percent)
"Kosher" connotes superior quality to consumers
Kosher and halal foods are more expensive
Product Trends
New kosher introductions jump by half in four years
Figure 1-4: Number of U.S. Food & Beverage Product Introductions: Kosher, 2004-2008
Halal is rarely used as a descriptor; new products difficult to quantify
The Consumer
Jewish consumers are educated and wealthy, but their numbers may be dwindling
Muslims in the U.S. are younger, households are larger
Demographics, Attitudes, and Preferences of U.S. Consumers of Selected Kosher Foods
Opportunities in Kosher and Halal Foods
Concerns About Food Safety and Integrity
Clearly labeled foods should appeal to gluten-free dieters
Meatless eating easier with kosher labeling
Kosher Consumers as Foodies
Table 1-4: Selected Psychographics: Kosher Consumers vs. Foodies, 2008 (index for U.S. adults who buy Hebrew National/Best's Kosher franks and index for foodie adults)
Figure 1-5: Agreement With Foodie Psychographic Statements, Kosher Consumers, 2008 (index for U.S. adults who buy Hebrew National/Best's Kosher franks and agree with selected psychographic statements Packaged Facts associates with foodies)
Asian Americans
Ethical Consumerism


Chapter 2: The Basics
Scope of This Report
Methodology
Kosher Basics
Meat must come from ruminants with cloven hooves
Figure 2-1: Kosher and Non-Kosher Cuts of Beef
Chicken is kosher, swans are not
Kosher fish have fins and scales
Ritual slaughter (shechita) honors the animal
Dietary practices isolate food groups
Kosherizing processed foods may be simple or arduous
Table 2-1: Selected Terminology Describing Kosher Dietary Laws
Halal Basics
Ritual slaughter (dhabihah) honors the animal
Table 2-2: Glossary of Selected Halal Terms
Table 2-3: Similarities and Distinctions Between Kosher and Halal
Certification
Kosher certification involves significant interaction between applicant and certifier
Figure 2-2: Sample Page of Application for Kosher Certification Vaad Hoeir of St. Louis
Halal certification resembles kosher in procedure and rigor
Figure 2-3: Selected Symbols Representing Kosher Certification, Halal Certification
Certification costs vary, but proponents say it pays for itself in increased sales
Why certify? A marketing claim with teeth
Table 2-4: Importance of Kosher Certification Symbol, by Type of Kosher Consumer (on a 1-10 scale), 2007
Certifiers provide publicity for their clients
Certification honors all consumers' dietary needs
Certification enhances export opportunities
Choosing a certifier is like choosing a lawyer: research, references, reputation


Chapter 3: Market Size and Growth
Kosher Foods
Sales figures are difficult to pin down
Sales of certified kosher products grow at twice the rate of the overall food industry
Table 3-1: Total Food vs. Kosher Food Sales in U.S. Grocery Stores, 2003 and 2008 (in millions of dollars)
"Ethnic" brands don't seem to be driving growth
Figure 3-1: "Ethnic" Kosher Brands as a Share of Total Food Sales through Food Stores, Selected Categories, 2007 (percent)
Sales of certified kosher foods forecast to surpass $258 billion by 2013
Table 3-2: Forecast: Total Food, Kosher Food, and "Ethnic" Kosher Food Sales in U.S. Grocery Stores, 2009-2013 (in billions of dollars)
Halal Foods
As a market, halal is in its infancy; growth is nurtured by nations with much to gain
Malaysian Ministry puts U.S. market at $548 billion
Canadian government urges businesses to enter halal food market
Sales of certified halal foods forecast to grow 4-6% CAGR in U.S.
Market Factors and Trends
Muslim population in the U.S. is tiny; globally, it's huge
Table 3-3: Religious Affiliations, the United States and the World (percent)
Figure 3-2: Religious Affiliations, the United States and the World (percent)
"Kosher" connotes superior quality to consumers
Halal meat is considered fresher, better
Kosher and halal foods are more expensive
Table 3-4: U.S. Retail Chicken Prices, boneless and skinless breasts, 2008 (price per pound)
Table 3-5: U.S. Retail Chicken Prices, whole, 2008 (price per pound)
Table 3-6: Average Base Price per Volume for Selected Foods, 52 weeks ending Oct. 5, 2008 (volume equivalency: pounds)
Industries are largely self-regulated
Certifiers and consumers serve as watchdogs
Product Trends
Scope and Methodology
Product Introductions
New kosher introductions jump by half in four years
Figure 3-3: Number of U.S. Food & Beverage Product Introductions: Kosher, 2004-2008
Figure 3-4: Share of U.S. Kosher Product Introductions: Total U.S. Food and Global Kosher, 2004-2008 (percent)
Halal is rarely used as a descriptor; new products difficult to quantify
Product Trends
Kosher foods lighten up on the schmaltz
Gourmet, upscale increasingly describe kosher foods
Product focus: kosher wine is subjected to a total makeover


Chapter 4: The Consumer
Scope and Methodology
Jewish consumers are educated and wealthy, but their numbers may be dwindling
Muslims in the U.S. are younger, households are larger
American Muslims are assimilated but devout
Demographics, Attitudes, and Preferences of U.S. Consumers of Selected Kosher Foods
56% of Jewish consumers buy kosher hot dogs, but just 5% of people who buy kosher hot dogs are Jewish
Age, region, income, and education are predictors of use
Table 4-1: Purchase of Hebrew National/Best's Kosher Hot Dogs, by Household Income, 2008 (index of U.S. adults)
Table 4-2: Purchase of Hebrew National/Best's Kosher Hot Dogs, by Education, 2008 (index of U.S. adults)


Chapter 5: Opportunities in Kosher and Halal Foods
Concerns About Food Safety and Integrity
U.S. consumers have lost confidence in the food supply…
...and stop buying products whose safety seems compromised
Consumers want more info about their foods
Safety and Labeling Controversies
GMOs could compromise integrity of kosher/halal foods
Is irradiation safe, or a cop-out?
Beefed-up cows
"Natural" is meaningless
"Organic" is less meaningful than you think
FDA okays meat and milk from cloned animals - no labeling required
Strict kosher/halal standards offer reassurance
Gluten-free
Meatless
Kosher Consumers as Foodies
Table 5-1: Selected Psychographics: Kosher Consumers vs. Foodies, 2008 (index for U.S. adults who buy Hebrew National/Best's Kosher franks and index for foodie adults)
Figure 5-1: Agreement With Foodie Psychographic Statements, Kosher Consumers, 2008 (index for U.S. adults who buy Hebrew National/Best's Kosher franks and agree with selected psychographic statements Packaged Facts associates with foodies)
Asian Americans
Ethical Consumerism
Ethical Eating


Chapter 6: Snapshots of Selected Industry Participants
Food Companies
Cabot Creamery Cooperative
Cargill Texturizing Solutions
Crescent Premium Foods
G. Willi-Food International
Hebrew National (ConAgra)
J&M Food Products Company
Kedem Food Products International
King Kold
Manischewitz Company
Midamar Corporation
Nestlé Quality Technical Coordination
Nutrilite
Osem USA
Sabinsa Corporation
Retailers
H-E-B
Kosher Vending Industries LLC
Pomegranate
ShopRite
Winn-Dixie
Certifying Agencies
Halal Monitoring Authority
Islamic Food and Nutrition Council of America
Islamic Society of North America
Kof-K
Muslim Consumer Group
OK Kosher
Orthodox Union
Star-K Kosher
Triangle K
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