Nearly one in two Russians now eat halal meat
Nearly one in two Russians now buys halal-certified meat products, according to a survey of more than 2,000 consumers by the Cherkizovo agri-food group.
The study reveals that 46% of those surveyed buy meat bearing the halal label, including 20% regularly. One in five consumers even say they buy them at least once a week. Significant fact: religious motivation only comes second. Only 27% of respondents say they choose these products for reasons related to their faith. The majority instead associate them with better quality, stricter production controls and health benefits. Thus, 43% believe that halal meat is healthier and of better quality than traditional products, while 36% highlight its taste.
For Anastasia Mikhailova, representative of the Cherkizovo group, these results show that halal is no longer perceived as a market reserved for Muslims. “Many consumers now consider the halal label as an additional guarantee of quality and compliance with production standards”she explains. Faced with this growing demand, the company plans to expand its range of halal products in Russia.
This development illustrates a trend observed in several countries: halal tends to go beyond its religious framework to become a marker of quality in the eyes of some consumers. In Russia, where more than 20 million Muslims live, the halal market certainly benefits from a significant customer base, but its growth among the general public also demonstrates growing confidence in the traceability, hygiene and control standards associated with this certification. A phenomenon which could encourage manufacturers to invest more in this booming segment.
