MarketTrend: Kosher- and Halal-Certified Foods in the U.S.

Published: May 1, 2009 - 104 Pages

Table of Contents

  • Executive Summary
    • The Basics
      • Scope of This Report
      • Methodology
      • Kosher Basics
      • Halal Basics
      • In both cases, ritual slaughter honors the animal
      • Certification
      • Why certify?
        • Table Importance of Kosher Certification Symbol, by Type of Kosher Consumer (on a 1-10 scale), 2007
    • Market Size and Growth
      • Kosher foods at $211 billion in 2008
        • Table 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
        • Table Religious Affiliations, the United States and the World (percent)
      • Product Trends
    • 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 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)
      • Asian Americans
      • Ethical Consumerism
  • The Basics
    • Scope of This Report
      • Methodology
      • Kosher Basics
        • Table Selected Terminology Describing Kosher Dietary Laws
      • Halal Basics
        • Table Glossary of Selected Halal Terms
        • Table Similarities and Distinctions Between Kosher and Halal
      • Certification
        • Table Importance of Kosher Certification Symbol, by Type of Kosher Consumer (on a 1-10 scale), 2007
  • Market Size and Growth
    • Kosher Foods
      • Table Total Food vs. Kosher Food Sales in U.S. Grocery Stores, 2003 and 2008 (in millions of dollars)
      • Table Forecast: Total Food, Kosher Food, and "Ethnic" Kosher Food Sales in U.S. Grocery Stores, 2009-2013 (in billions of dollars)
      • Halal Foods
    • Market Factors and Trends
      • Muslim population in the U.S. is tiny; globally, it's huge
        • Table 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 U.S. Retail Chicken Prices, boneless and skinless breasts, 2008 (price per pound)
        • Table U.S. Retail Chicken Prices, whole, 2008 (price per pound)
        • Table Average Base Price per Volume for Selected Foods, 52 weeks ending Oct. 5, 2008 (volume equivalency: pounds)
      • Industries are largely self-regulated
    • Product Trends
      • Scope and Methodology
      • Product Introductions
      • Product Trends
  • 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
      • Demographics, Attitudes, and Preferences of U.S. Consumers of Selected Kosher Foods
        • Table Purchase of Hebrew National/Best's Kosher Hot Dogs, by Household Income, 2008 (index of U.S. adults)
        • Table Purchase of Hebrew National/Best's Kosher Hot Dogs, by Education, 2008 (index of U.S. adults)
  • Opportunities in Kosher and Halal Foods
    • Concerns About Food Safety and Integrity
      • Safety and Labeling Controversies
      • Strict kosher/halal standards offer reassurance
      • Gluten-free
      • Meatless
      • Kosher Consumers as Foodies
        • Table 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)
      • Asian Americans
      • Ethical Consumerism
  • Snapshots of Selected Industry Participants
    • Food Companies
      • Retailers
      • Certifying Agencies

Abstract

MarketTrend: Kosher- and Halal Certified Foods in the U.S.

MarketTrend: Kosher- and Halal-Certified Foods in the U.S. delivers an in-depth analysis of the market for kosher and halal foods in the United States, with an emphasis on opportunities in the mainstream market.

The report discusses the many similarities between kosher and halal foods:

  • Both involve dietary laws derived from ancient sacred texts
  • Ritual slaughter emphasizes respect for the animal
  • Forbidden ingredients include those derived from human hair, bird feathers, and other unsavory sources that are acceptable to U.S. government agencies
  • Standards for food production are far more rigorous than those required by the U.S.

Important differences are also addressed:

  • The Jewish population in the United States is small - less than 2% - and is expected to decline, both in the U.S. and worldwide.
  • A significant percentage of kosher consumers in America are not Jewish. They buy kosher because they believe it is safer, better, healthier.
  • Muslims represent less than 1% of the U.S. population. Globally, on the other hand, one in five individuals practice the faith.
  • "Halal" applies to all facets of Islamic life, from banking to toothpaste.
  • Americans are largely unaware of the halal concept and its attractive attributes pertaining to food.

In MarketTrend: Kosher- and Halal-Certified Foods in the U.S., Packaged Facts maintains that the number of mainstream products that have obtained kosher certification has reached critical mass, and so has the share of consumers who deliberately seek out kosher foods. As for halal, few Americans have even heard of it. In order to grow these markets, companies must educate consumers about the benefits that define these foods and third-party certification thereof. Among the most promising prospects:

  • The large number of consumers who are concerned about food safety and are skeptical about food labeling
  • Those on gluten-free or meatless diets
  • "Foodies"
  • Asian Americans, who eat less dairy and drink less alcohol compared to the overall U.S. population
  • Those who practice ethical consumerism

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The kosher foods market has is many-faceted and no definitive parameters, so accurate sales data are difficult to come by. Packaged Facts unravels the complexities of the kosher foods market by synthesizing information from government agencies, syndicated research services, and interviews with industry executives and consumers. Packaged Facts provides you with sales data of the certified kosher foods market's diverse segments.

Packaged Facts estimates that sales of certified kosher foods swelled from nearly $150 billion in 2003 to more than $200 billion in 2008, demonstrating a compound annual growth rate twice that of the overall u.s. food market. The increase is largely attributable to the rising number of certified products, as well as a growing number of consumers who deliberately seek out kosher foods. Packaged Facts does not see traditional or "ethnic" kosher foods contributing to market growth.

Packaged Facts forecasts the total market for certified kosher food will approach $260 billion, while sales of products that are purchased because they are kosher will fall between $14 billion (low estimate) and $17 billion (high estimate).

The concept of a certified halal foods market is a fairly new phenomenon. Additionally, Muslims compose a very small share of the U.S. population, and many of the countries that are home to large Muslim populations have just begun to monitor and quantify sales, meaning hard data are virtually nonexistent. In MarketTrend: Kosher- and Halal-Certified Foods in the U.S., Packaged Facts examines all of the available data to draw a portrait of Muslims in the U.S as followers of Islam, as Americans, and as consumers.

No other market research report provides the comprehensive analysis, extensive data, and unique insights on the similarities and differences in these two traditions of faith-based consumption. In particular, Packaged Facts analyzes opportunities for U.S. kosher and halal food producers to target mainstream Americans as well as promising niches like Asian Americans, ethical consumers, and "foodies."

Read an excerpt from this report below.

About the Author

As a research analyst and business-to-business consultant since 1987, Lisa Schinhofen has written several dozen syndicated studies for Packaged Facts and for FIND/SVP (now Guideline), as well as monthly newsletters on several different topics, including credit cards, prepaid cards, and alternative payments.


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