Frozen products are becoming increasingly influential in the growing Halal consumer foods market. In 2010, Symphony IRI published the findings of its first study on the impact and the development of Halal products in French hypermarkets and supermarkets, which showed an increase in sales of 25% in this sector. A year later, their latest study shows that although the pace of development has slowed, the category still has a very significant growth rate (+10.5%).
Overall, annual turnover for Halal products sold in multiple retail increased by 9% in 2011 to reach an estimated €157 million while the range of available products grew by 22%. The 10% growth rate in the overall Halal market is clearly driven by the frozen products category. Savoury products alone total approx. €31 million (up 12%). Frozen meats are one of the biggest contributors in terms of sales. However, this is at the expense of volumes in the fresh meat category.
Sales of Halal starters and frozen pizzas grew by 19%, just behind the ready meals category which increased by 20%. In terms of distribution channels, Halal products have been more successful in hypermarkets, where nearly 80% of sales are recorded (against 62% of consumer foods on average). Nevertheless, supermarkets have also realised the potential of this category and as a result, significantly expanded their product range in 2011 bringing them on a par with the Hard Discount sector.
With an estimated six million Muslim consumers in France, the increasing success of frozen products in the Halal sector is an interesting prospect for Irish exporters, which is advantageous in terms of distribution, as extended shelf life of frozen products can offer easier and less expensive logistics.
Source: Bord Bia – Irish Food Board