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Industry NewsRapid growth of online, DTC grocery among halal consumers: report

Rapid growth of online, DTC grocery among halal consumers: report


Halal consumers do a significant amount of shopping online compared to the general population according to a new Halal Shopper Study by Nourish Food Marketing.

The 2022 edition included a focus on tracking shifts in consumer behaviour due to COVID within the Canadian Muslim community. 

“The immediate flag for us when reviewing results from this year’s Halal Shopper Study was the opportunity highlighted for online grocery shopping,” says Salima Jivraj, head of Nourish Multicultural and account director at Nourish Food Marketing. “With such growth in the platforms and interest from this shopper group, it’s important that halal brands are represented on retailers’ e-commerce platforms.”

With limited retail shelf space, Jivrai says grocery stores and manufacturers can reap the benefits of direct-to-consumer and online shopping channels to get their halal products to these eager consumers faster. 

Fifty per cent of respondents rated companies as “good” or “very good” when asked if major food companies meet their needs for halal products. That figure is up from 32 per cent in 2019 and is the highest reported since 2014. Although this is a major step in the right direction, the implication is there is still room for improvement, and not all shoppers feel their needs are being met.

“Due to the rise of COVID-19 in the past two years, it is clear that social channels have become a primary source for consumers to find out about new halal products,” says Jo-Ann McArthur, president of Nourish Food Marketing.

With more than 1,000 participants across Canada, Nourish conducts the study to better understand the Canadian halal Grocery Shopper – Muslim individuals and families that regularly purchase halal food.

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