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Introduction
The word Halal is derived from Arabic (in Arabic: حلال; in Chinese: Qingzhen Cai 清真菜) and it refers to the Islamic belief. It is practiced by Muslims and it is defined as things or actions permitted by the Shariah (Islamic law). In other words, Halal is an object or an action which is permitted or lawful to be used or taken, according to the Islamic law (Mukhtar and Butt, 2012). The opposite of this word in Arabic is Haram which means prohibited or unlawful. Halal which is the dietary standard prescribed in the Quran is often used compliant with food consumption and drinks that are permitted to eat or drink under Shariah. The criterion specifies both what foods and drinks are allowed as well as how the foods and drinks must be prepared.
Growing Muslim population and Halal food industry potential
Islam is the fastest growing religion in the world, both by birth and by adoption. Muslims represent 23 per cent of an estimated world population of 6.8 billion in 2009 or there are 1.6 billion Muslim consumers living in the world today (Ireland and Rajabzadeh, 2011; Pew Research Center, 2009). If the current trend continues, the world’s total population between 2010 and 2050 is expected to rise to 9.3 billion, a 35 per cent increase. Over that same period, according to the Pew Research projections, Muslim population is estimated to increase by 73 per cent to reach 2.8 billion or 30 per cent of the world’s total projected population by 2050 (Pew Research Center, 2009).
Therefore, due to three important reasons, Muslim population is being considered an increasingly important future market. First, the word Halal is linked with religious fervour and beliefs of Muslims, and normally Muslims always eat Halal food; it does not matter wherever they live. Second, it simply comes down to the numbers. Third, Muslim population is expanding in terms of size and geography and gaining influence and economic clout with rising purchasing power. Its members are interested in modern consumption but remain sensitive to the values of their faith (Nasr, 2009).
After observing this trend, the world’s leading fast food restaurants like McDonald’s, KFC, Burger King and Taco Bell have introduced Halal food range in their food categories, importantly...