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Marketing of halal meat in the United Kingdom: Supermarkets versus local shops

Allam Ahmed (SPRU – Science and Technology Policy Research, University of Sussex, Brighton, UK)

British Food Journal

ISSN: 0007-070X

Article publication date: 4 July 2008




The purpose of this paper is to explore a number of marketing issues, such as consumer buyer behaviour and distribution channels, in relation to buying halal meat (HM) from local shops versus supermarkets in the UK.


A consumer survey (300 participants) and observation of three local halal shops and a Morrisons supermarket were successfully undertaken in London, Brighton and Edinburgh.


The majority of UK Muslims do not trust big supermarkets when buying HM. They will only trust a Muslim selling halal products in their local shops. Most respondents did not know that supermarkets in their local area sold HM.

Research limitations/implications

In order to increase the sales of HM ranges, supermarkets need to improve their marketing efforts, for example by advertising in Islamic newspapers, mosques and other relevant sources. Supermarkets need to stock other complementary halal products to get a mass response from this market segment, as well as enhancing/improving their services, for example, there should be sales people who are able to advise customers on particular halal products.


The study reveals that the majority of UK Muslims are at odds with most UK shoppers and increasingly prefer to shop at small shops, rather than big supermarkets. The paper helps to emphasise the major issues that frame the current state of marketing HM in the UK; contributes to a better understanding of such an important customer sector; and raises the necessary commitment to restructuring HM business activities in the UK and Europe.



Ahmed, A. (2008), "Marketing of halal meat in the United Kingdom: Supermarkets versus local shops", British Food Journal, Vol. 110 No. 7, pp. 655-670.



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Copyright © 2008, Emerald Group Publishing Limited

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