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Industry Talk
@ Halal | July-August . 2021
BY AZMI ABD AZIZ Technical Assoc Director , Global Haltech
Halal food : non-Muslim consumers concerned about it ?
THE HALAL food industry is one of the largest industries in our country . It is heavily influenced by the economic status of Malaysia . Halal food is defined as food handled according to Islamic Sharia Law and food products approved by certification systems . It guarantees consumers that nothing in the food has any forbidden components .
Halal food is suitable for both Muslims and non-Muslims .
According to Ambali and Bakar ( 2014 ), the Third Industrial Master Plan ( IMP3 ) announced by the Malaysian government ensures the country has taken many efforts to help elevate Malaysia ’ s status as a halal hub among Muslim countries .
The government has started such efforts since 2006 by increasing awareness of the advantages of halal products being introduced into consumers ’ daily diets . This does include the non-Muslims residing in Malaysia , as the multiracial country has roughly 39.7 per cent non-Muslims . The growth of the halal food industry has led to rising interest among non-Muslims in halal food products .
As numerous races live harmoniously in Malaysia , acculturation occurs . The minority races adopt some aspects of the majority , i . e . Malay Muslims . The non-Muslim consumers negotiate their ideals when making food choices depending on what is available to them .
Thus , it is likely that they utilise their ideals in weighing the halal food concept
offerings of halalan-toyyiban . These are wholesome foods that are safe to consume and approved by certified hygienic and safety manufacturing processes such as the HACCP and JAKIM halal certification .
Both certifications guarantee the quality of the food products and provide extra marketing tools that manufacturers can use . The result of this excellent negotiation is the establishment of rules which would lead to a change in their food choices .
Moreover , with the growing concern of food quality and health issues , halal food products are credible . Consumers can rely on such credibility .
To increase awareness among non-Muslims about halal food , they must understand halal food products . And how such information can influence their buying decision .
Halal food issues have recently been booming among consumers in Malaysia , especially in its acceptance amongst non- Muslims . Non-Muslim consumers seek clean food that helps maintain good health and follows both handling and environmental hygienic practices .
Halal food meets this demand . Such factors are the main reason why halal food products are becoming more acceptable among all consumers . It has led to an increase in market acceptance .
Reason for Acceptance
Important reasons associated with the market acceptance are :
• Food Safety The rising health concerns among consum-