06 @ HalalXtra September-October . 2023
06 @ HalalXtra September-October . 2023
COVER STORY
MATRADE Trade Digital Platform .
Navigating
the shifting landscape
Malaysian halal players must adapt to evolving regulatory frameworks and changing consumer preferences
BY FATIHAH MANAF
THE GLOBAL halal industry continues to thrive , and Malaysia stands at the forefront as a leader in the field . With a robust value proposition and a well-regulated framework , Malaysia has established itself as a trusted destination for halal . As the demand for halal products and services rises worldwide , Malaysian businesses strategically position themselves to seize market opportunities .
In an interview with @ Halal , Director of Halal , F & B and Agro-based section , Malaysia External Trade Development Corporation ( MATRADE ), Remee Yaakub , sheds light on the current trends , challenges , and opportunities shaping the Malaysian halal industry .
From regulatory advancements to consumer preferences and the role of technology , he shares how Malaysia ’ s halal industry is evolving and what lies ahead for businesses aiming to expand their presence in this lucrative market .
Remee Yaakub
ENSURING GLOBAL MARKET ACCESS
“ Nowadays , we can see that many countries worldwide are starting to realise the huge potential and profitability of the halal industry . Numerous countries are strengthening their halal regulatory frameworks and introducing their national halal certification systems . It means another barrier to market access will be created ,” Remee shared .
“ From the perspective of Malaysian companies , if they want to enter these markets , they must equip themselves to comply with these requirements . Previously , they only had to comply with or equip themselves with the Department of Islamic Development Malaysia ’ s ( JAKIM ) halal certification system to export or expand their market abroad .
“ However , with the introduction of a new system , they will also need to comply with the requirements of the respective countries ’ halal certification systems , rather than just JAKIM ’ s requirements .”
Being the pioneer of the halal certification system , Remee said Malaysia ’ s halal certification system was widely recognised as the best in the global halal industry .
“ When Malaysian companies engage with foreign buyers through our overseas programmes , by simply mentioning or confirming the status of Malaysia ' s halal certification brings complete confidence . Foreign buyers accept it without questioning the authenticity or reliability of Malaysia ’ s halal certification system . This trust will continue to prevail in the future .
“ However , promoting harmonisation between certifications within countries is crucial to enhance market access further and facilitate continued product penetration . It will enable seamless access for Malaysian products and boost recognition and acceptance in the halal market .”
CHANGES IN CONSUMER PREFERENCES
Remee highlighted that the halal sector was not an isolated segment compared to other industries . It is essential to recognise that halal is a niche value proposition adopted into specific sectors such as F & B , cosmetics , healthcare , pharmaceuticals , and more .
“ Currently , we can observe the market returning to normalcy after the pandemic , entering the postpandemic period . People are now more health-conscious , particularly in the F & B industry , where consumers seek functional food , healthy options , and plant-based products . People have become more cautious about what they consume to maintain good health as they have realised the importance of their well-being during the pandemic .