The global confectionery market is undergoing a transformation, driven by the rising demand for halal-certified sweets. With nearly a quarter of the world’s population identifying as Muslim, the demand for products adhering to Islamic dietary guidelines is surging. This trend is particularly evident in the UK, where consumer spending on halal food is substantial and growing.
Innovative product developments have helped fuel this shift, replacing non-halal ingredients like pork gelatine with plant-based alternatives. The industry’s growth is further amplified by targeted marketing strategies and the pervasive influence of social media, where halal sweets are celebrated, reviewed, and normalised. This article will delve into the multifaceted world of halal sweets, examining consumer behaviour, product innovation, and the cultural dimensions shaping the market.
Consumer perceptions and purchasing behaviour
The global Muslim population represents about a quarter of the world. As this population grows, so has the demand for halal products. In the UK alone, consumer spending on halal food reached an estimated £4.64 billion in 2016, accounting for ~8% of the total UK food/drink market.
With 3.9 million Muslims living in the UK population and the expectation that this figure will reach 5.5 million by 2030, halal sweets are increasingly in demand from consumers who want confectionery that do not contravene their faith. Muslim consumers are actively checking ingredients and looking for halal certification on food product labels and ingredient lists and sweets are no exception.
Our research suggests that more than 90% of Muslim consumers feel more comfortable buying products explicitly labelled halal to avoid obscure haram ingredients (like rennet casein or certain E numbers). Our research also suggests that British Muslims want retailers to pay more attention to their needs and that they feel underserved by mainstream outlets. Many Muslim shoppers show extremely high brand loyalty to trusted “halal-only” brands or retailers. Customers are even willing to travel further to stores that offer better halal ranges. This indicates a significant market opportunity for retailers and manufacturers who can effectively cater to halal requirements while maintaining product quality and taste appeal.
Non-Muslim consumers are also beginning to show interest, viewing halal products as having higher purity and safety standards than non-halal products. This crossover appeal means halal sweets are not limited to one demographic and could gain mainstream acceptance in the years to come.
Innovation in product development
While Halal sweets have existed for generations, there is rising enthusiasm among younger Muslims for more diverse flavours. This younger cohort, who account for half of the UK’s Islamic population, is tech-savvy and trend-conscious and has created a market for innovative halal sweets that mirror the same range of flavours of their non-halal counterparts, from sour gummies and candy floss to marshmallows and fizzy cola bottles.
Driving this change is innovation. Halal sweets manufacturers have worked extensively to replace non-halal ingredients with permissible alternatives. A prime focus has been gelatine alternatives. Several companies have adopted halal-certified bovine gelatine or plant-based alternatives such as agar-agar or pectin. These alternatives achieve similar chewy textures while keeping products 100% halal. Manufacturers have also removed other haram additives, such as the red food colouring carmine (E120), which is derived from insects. This can be replaced by plant-based or synthetic colours. Likewise, any flavourings prepared with alcohol solvents have been reformulated to be alcohol-free.
The halal confectionery sector is also expanding beyond traditional sweets to offer innovative and premium products that align with broader consumer trends in the confectionery market. Halal confectionery manufacturers are increasingly introducing health-orientated, sugar-free, and high-protein alternatives, as they recognise that halal consumers, like the broader market, are looking for sweets that provide functional benefits. In particular, halal sugar-free gummies have found a niche catering to calorie-conscious consumers. Consequently, many halal brands are exploring natural sugar halal-certified substitutes (like stevia and monk fruit) to maintain sweetness.
However, ensuring halal status goes beyond ingredients and extends to processes too. Manufacturers must implement rigorous production standards. This often involves establishing dedicated halal production lines or facilities to prevent any cross-contamination with non-halal products. To simplify and streamline this process, some companies, such as Sweetzone in the UK, have opted to make their entire product range halal-compliant.
Others have invested in rapid sanitisation and segregation procedures so they can switch a line between halal and non-halal runs. This requires strict protocols and rigorous oversight by halal certification bodies. These bodies conduct detailed inspections of the entire production environment, ensuring adherence to halal guidelines at every stage, checking not only that equipment is clean but also that auxiliary materials, such as lubricants and cleaning agents, meet halal requirements.
Cultural and social dimensions
Sweets hold a special place in many Muslim cultures especially during religious festivities. For instance, sweets are traditionally consumed on Eid al-Fitr and Eid al-Adha, where families exchange sweets and children receive them as gifts. In the UK, numerous Muslim entrepreneurs have set up businesses selling halal sweets specifically tailored to these events.
Halal sweets have also become synonymous with cultural integration in the UK. Schools and other organisations increasingly choose halal-certified options to ensure everyone can participate equally in celebrations and social activities. Many non-Muslim Britons have become familiar with halal sweets from these activities, and the growing presence of halal confectionery in mainstream UK supermarkets has also helped normalise halal sweets.
The integration of halal sweets into everyday settings not only enriches the diversity of the local culinary scene but also strengthens social cohesion by building bonds and shared experiences among people from different backgrounds. This is particularly important for diaspora communities, as it serves as a way for them to preserve their heritage while integrating more fully into broader society.
Future outlook
The journey of halal sweets from a niche market to a mainstream confectionery choice exemplifies how cultural and religious needs can drive innovation and social change. As the Muslim population continues to grow and non-Muslim consumers embrace halal products, the market is likely to expand further. This growth presents significant opportunities for retailers and manufacturers in the UK who can balance halal requirements with contemporary consumer demands for quality, innovation, and health-conscious options.
At Farrelly Mitchell, we offer expert food processing and quality management solutions. From ingredient sourcing and production process optimisation to market entry and product development support. We work with numerous halal food producers to develop effective market entry plans, ensure regulatory compliance, and refine their products and value propositions to meet the tastes and expectations of local consumers. Contact our bakery and confectionery consultants today to find out how our comprehensive expertise and deep industry knowledge can help you successfully navigate the growing halal confectionery market.
