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@ Halal | September-October. 2026
INDUSTRY POINT
Strategic power of halal
� Certification can strengthen consumer confidence, food safety, traceability and operational control while enhancing a company ' s reputation and competitiveness.
� Credible halal certification gives Malaysian companies greater access to Muslimmajority and international markets, while halal ' s associations with quality, hygiene and ethical standards increasingly appeal beyond Muslim consumers.
� Commercial success comes when halal certification is integrated with product quality, competitive pricing, innovation, marketing, distribution and sound management systems— rather than treated as a one-off exercise.
BY PROF DR AZMI ABD AZIZ
Asean University International( AUI)
“ Beyond religious compliance, credible halal certification can strengthen consumer trust, corporate reputation and access to Muslimmajority and international markets.”
THE global halal food industry has expanded beyond its traditional Muslim consumer base, with halal certification increasingly recognised as a strategic business tool for building consumer confidence, supporting quality and food safety, facilitating market access, and enhancing business competitiveness.
Malaysia is well positioned as a global halal industry leader, supported by government commitment, established standards, a structured certification system, technological development, and the internationally recognised JAKIM Halal Certification( Shahwahid et al., 2017; Zaid et al., 2024).
Government initiatives, including Halal Parks, research and development, quality standards, and collaboration between JAKIM, HDC, and industry stakeholders, have further strengthened Malaysia’ s halal ecosystem( Syed Agil & Nor, 2012; Zakaria et al., 2022).
Malaysia’ s halal exports reached approximately RM61.8 billion in 2023, highlighting the sector’ s growing contribution to international trade.
For food companies, halal certification extends beyond religious compliance. It promotes systematic control of ingredients, suppliers, processing, premises, equipment, storage, transportation, documentation, and traceability.
When integrated with GMP, HACCP, MeSTI, and quality management systems, these requirements can strengthen operational control, product assurance, and business performance.
Therefore, halal certification should be viewed not merely as a compliance requirement, but as a strategic platform to strengthen competitiveness, expand market access, and support sustainable business growth in Malaysia and international markets.
WHY HALAL CERTIFICATION IS IMPORTANT
Halal certification provides consumers with assurance, transparency, and confidence that food products comply with Islamic dietary requirements, while giving businesses a structured framework to maintain halal integrity across operations and the supply chain( MS 1500:2019; JAKIM, 2020).
Malaysia’ s halal food market is pro-
BEYOND THE PLATE: Halal certification supports trust, quality and market confidence.
jected to grow at a 5.9 per cent CAGR from 2025 to 2031( 6Wresearch), driven by Muslim population growth and increasing demand among non-Muslim consumers for products associated with quality, safety, hygiene and ethical standards.
Beyond religious compliance, credible halal certification can strengthen consumer trust, corporate reputation and access to Muslim-majority and international markets.
However, certification alone does not guarantee business growth. Its commercial value depends on how effectively companies integrate halal requirements with product quality, competitive pricing, innovation, marketing, distribution and market orientation.
HALAL BUSINESS GROWTH
Effective halal implementation requires management commitment, employee competency, supplier control, documentation, traceability and strong supply-chain management.
Consumer demand, market opportunities, competitive pressures, government policies and institutional support also influence how companies adopt and sustain halal practices.
Accordingly, companies should embed halal requirements in daily operations and integrate them with management systems such as GMP, HACCP, MeSTI, and quality management systems, rather than treating them as a one-time certification exercise.
Academic research supports this integrated approach. Aziz and Chok( 2013) highlighted the influence of halal awareness, certification and marketing on consumer purchase intention, while Ambali and Bakar( 2014) emphasised consumer awareness and credible halal assurance.
Tieman( 2011) demonstrated that halal integrity extends across transportation, storage, handling and logistics, while Bonne and Verbeke( 2008) identified halal as a credence attribute, whereby consumers cannot independently verify compliance and therefore rely on credible certification and assurance mechanisms.
PROSPECTS AND STRATEGIC VALUE
The halal food industry has strong growth prospects, supported by rising halal consumption, expanding international trade and growing interest in halal values beyond religious requirements.
Attributes such as hygiene, transparency, ethical production and quality assurance are increasingly relevant to wider consumer markets.
For Malaysian food companies, halal certification can therefore serve as a strategic platform for market access, internationalisation and sustainable business growth.
Its ultimate value, however, depends on the ability of companies to translate halal compliance into stronger operational control, quality, innovation, market responsiveness and competitive advantage.
Malaysia’ s established halal ecosystem provides a strong foundation, but sustained growth requires companies to integrate certification with broader business capabilities and market strategies.-