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Here’s what happened when companies catered to Muslim consumers

The Economist conducted a study in 2012 showing that over 50% of businesses who catered to the Muslim consumer enjoyed an “annual growth in revenue of at least 5%, while 34% are registering higher than 15% growth. The same participants are sanguine about the future: over 60% of respondents foresee at least 5% growth in three years, while 43% envisage growth in revenue higher than 15%.”[1]

From Best Buy running a simple Eid holiday greeting campaign which translated into a 13% increase in annual sales, to Walmart opening a store that caters to the Muslim community in Michigan, to Whole Foods’ introducing Saffron Road halal food products into their stores nationwide, it’s clear that there is real growing market potential that these corporations are tapping into. [1] [2] Published research and studies are continuing to show that American Muslim consumers have over $170 billion in buying power, yet the market has yet to fully cater to this buying power by providing targeted products and services. [3]gieWith the current global Muslim population ballooning to 1.8 billion and growing rapidly, very few businesses can afford to ignore this demographic.[4] More than 50% of the Muslim population is under the age of 25, accounting for 10% of the world’s population, and businesses are beginning to understand the vital need to engage this audience while the opportunity is at its peak.

The US Census Bureau reported that there were an estimated 6 million American Jews in 2008, while Zogby International estimated the number of Muslims to range up to 7 million in that same year, and yet a Muslim lifestyle network stated that for every halal product in the US there are 800 kosher products. [4] Therefore it’s easy to understand why a poll found 76% of American Muslims wishing American companies “would provide a wider range of products with specific appeal to the Muslim consumer.” 98% of companies don’t reach out to Muslim consumers, while over 80% of this population claims to be loyal to a product that supports Islamic identity. [5] [6]


[1] http://www.economistinsights.com/sites/default/files/legacy/ mgthink/downloads/The%20Sharia-ConsCious%20Consumer%20-%20WEB.pdf

[2] http://americanmuslimconsumer.com/2013/wp-content/uploads/2013/09/Ogilvy-Noor_A-Little-Empathy-Goes-A-Long-Way.pdf

[3] Ibid. 1.

[4] Ibid. 2.

[5] Ibid. 2.

[6] http://www.ogilvynoor.com/wp-content/uploads/2011/06/Lets-Do-It-Our-Way-Muslim-Youth-Redefining-Leadership.pdf

Moving Forward: American Muslim Consumer Consortium

American Muslim Consumer Conference (AMCC) is no longer a one day conference event, it is transforming into a consortium of American Muslim Consumers, businesses and entrepreneurs.

The objective of American Muslim Consumer Consortium is to develop the American Muslim Consumer Market by addressing the needs of American Muslim Consumers and promote businesses who are developing products for this market.

Key initiatives to be launched by the Consortium:

  • Fund research, white paper, case studies, surveys related to the American Muslim Consumer market
  • Reach out to mainstream companies and share studies and research which highlights the opportunities which exist in this market
  • Establish network of entrepreneurs and investors who are willing to share their success and experience
  • Ensure that Muslim owned businesses are committed to social responsibility and contributing their share of resources and funding towards community development projects
  • Develop a playbook to counter incidents like the advertising pull of Lowes from an American Muslim sitcom. As opposed to the reactive responses that don’t fully address the issue, what are some proactive measures that serve to engage in a meaningful and innovative manner?
  • Share, collaborate with likeminded organizations whose objectives are to promote entrepreneurship by launching entrepreneurship development program
  • Replicate the success of entrepreneurship showcase in many cities of America, help connect entrepreneurs with investors
  • Leverage existing social media channels to aggregate and distribute Muslim consumer related news, white paper, research and case studies.

Join the American Muslim Consumer Consortium — as a consumer you will help shape this market; as a business you will have access to all the market data, white paper, case studies which can help you market your products; as a would-be entrepreneur you can connect with successful entrepreneurs and investors.

For more information, please email us at info@americanmuslimconsumer.com.

Faisal Masood
Founder, American Muslim Consumer Consortium (AMCC)

Shaping the American Muslim Marketplace

Halal Chicken from Crescent Foods is now available at over 70 Walmart stores, Frozen Halal meals from Saffron Road are available at Whole Foods stores across America, Supermarket chains Pathmark and retail giants Best Buy wish us “Eid Mubarak” and “Ramadan Mubarak” in their marketing brochures. One of the world’s biggest advertising agencies, Ogilvy & Mather launched Ogilvy Noor offering Islamic Branding services. All these developments have happened over the last 4 years.

When we started to float the concept of the American Muslim Consumer Conference (AMCC) back in 2008 amongst Muslim communities, we would get a blank stare. It was a challenge for us to explain that American Muslims had a buying power which had grown to almost $170B and that it was now time for us to establish a platform which can create more awareness in the media and mainstream companies. We also felt that we could help to support smaller businesses trying to engage with the needs of the Muslims.

We started to craft a vision for AMCC and, after few round of discussions and consultations, the AMCC vision was established: Understand and address the needs of American Muslim Consumers and promote businesses and entrepreneurs who are developing products and services for this market.
Since its launch in October 2008, there is so much we have learned about this market and now have so much to share. As a common American Muslim Consumer, we would have missed out and never have had the opportunity to establish that connection.

This connection is between many entrepreneurs and many organizations that have been working to address the unique needs of American Muslims. Organizations like the Muslim Consumer Group that does extensive research to provide information whether ingredients used in food products available in supermarkets are Halal or not. Organizations like Halal Advocates of America, Islamic Services of America, Islamic Food and Nutrition Council of America, Pure Halal Center who all provide Halal certification services.

Companies like Crescent Foods, Midamar, Saffron Road, and Al Safa are pioneers in manufacturing Halal Food and are working with both neighborhood stores and supermarkets to make their products available nationwide. Although their products are not yet available in all supermarkets, in the last three to four much progress has been made. Walking through the aisles of many supermarket chains, the word Halal is no longer a strange sight.

Young entrepreneurial companies have also emerged like Noor Kids who are developing products for children which make Islamic education fun and exciting, Noor Vitamins with Halal vitamins, JaanJ which designs non-silk Halal vegan ties, Amara Cosmetics who have developed an entire range of Halal cosmetic products, and LittleBigKids which offers a wide range of culturally and religiously inspired products for kids. Each year, the list of products and companies just keeps growing.

Islamic Finance companies like Amana Mutual Funds, University Islamic Financial, Iman Fund, Guidance Residential and Ijara Loans are offering many Sharia-compliant financial products. And while Muslims in America have not yet embarked completely on the concept of Islamic Finance, as they do not see much difference between conventional banking and Islamic Finance companies, significant progress is being made year by year.

Today there is a fast growing and diverse set of media and forums that enable access to the American Muslim market. From fast growing online networks such as Zabihah.com, Illumemag.com, Islamicity.com andElanthemag.com to publications such as Azizah magazine(for American Muslim women) and various regional newspapers. A variety of media are fast maturing with captive audiences that reflect the full fabric of American Muslim society and are becoming popular in bringing issues of American Muslims in the forefront.

Journalists like Carla Power from Time Magazine and Paul Barrett from BusinessWeek have written extensively about the upcoming American Muslim Market; big advertising giant, Ogilvy & Mather has an entire division advocating the Muslim Market and they have all been active participants in the past AMCC conferences.

All these developments are good for the growing Muslim Community. This platform still needs to be developed further to enable more interaction and exchange between entrepreneurs and businesses developing products and services for this market catering to American Muslims.

Over the years, AMCC has created a valuable arena for the relaxed exchange of ideas and activities between the Muslim and non-Muslim business communities with diverse cultural backgrounds. Common ground and shared interests have emerged in an atmosphere of understanding and tolerance, and this all helps to confirm the value – economic, social and spiritual – of the Muslim community in the USA.

There can be little doubt that over the coming years, American Muslims will make increasingly significant contributions through their entrepreneurial and commercial activities. A new generation with fresh ideas about business, media, trade and finance will bring a new vision, nurtured by their faith, and forged by the needs and realities of life in America. We plan to be a part of that.

The 4th annual American Muslim Consumer Conference will be held on Saturday, November 17th at DoubleTree Hotel by Hilton at Newark Airport, Newark, New Jersey, USA. This year’s conference theme is “The New Face of Muslim Consumers”, which will analyze and discuss the market as a group of socially conscious, innovative, and engaged consumers.

AMCC: A Look Back at Our Accomplishments

Over the last three years a small group of part time volunteers have worked tirelessly to conduct the American Muslim Consumer Conference. Since its launch in 2009, we have received many positive feedback and everyone who so far attended the conference gave us kudos for arranging a professional event which is much needed for the growing Muslim Community. We are the only platform which represent American Muslim Consumers and the only platform which helps promote American Muslim businesses and Entrepreneurs.

The objective of AMCC is to “Understand and Address the needs of American Muslim Consumers and promote companies/entrepreneurs who are developing products for this market.

Unlike many Muslim national organizations whose focus has been more social, religious or advocacy, we took this unique initiative to establish a platform which can address Muslim Consumer needs and promote Muslim businesses, products and entrepreneurs. In the last three years of our effort we have achieved the following:

1. Conducted 3 very successful conferences which grew from 200 delegates to 400 delegates

2. We brought more than 30 successful Muslim entrepreneurs who participated in our conferences either as speakers or panelists.

3. We have brought prominent companies who are in Halal food market, Islamic Finance market, Halal travel, Halal Cosmetics, Halal certification and online portals to our platform and have helped them promote their products.

  • Amana Mutual Fund
  • University Islamic Financials
  • Zayan Takaful Insurance
  • DinarStandard
  • Crescentrating
  • One Pure Cosmetics
  • Saffron Road Food
  • Crescent Food
  • Midamar Food
  • Zabihah.com
  • Islamic Food and Nutrition Council
  • Islamic Services of America
  • Halal advocates of America
  • Muxlim
  • Azizah Magazine
  • Muslim Consumer Group
  • Edible Arrangements International Inc.
  • American Halal Association

4. We have created an awareness of the American Muslim Consumer Market by establishing active partnership, alliances with many mainstream companies.

  • Miles Young, CEO of Ogilvy & Mather, one of the largest advertising and marketing agencies was a key note speaker at 2nd annual conference
  • Dr. Mehmood Khan, CEO of Nutritional Products, Pepsico was one of our speaker at 2nd annual conference
  • Marketing Directors of Best Buy, Walmart have also attended our conference as speakers

5. Two research reports were published and launched at our conferences.

  • Ogilvy released a research report “A little Empathy goes a long way, How brands can engage American Muslim Consumer” at 2nd annual conference in 2010.
  • DinarStandard’s in depth study titled, “American Muslim Market: Business Landscape & Consumer Needs” released at 3rd annual conference in 2011. DinarStandard is a prominent global Muslim market research and advisory firm specializing in the emerging Muslim markets.

6. We have established a presence in social media space and all the promotion of our conferences has been through social media with minimal budget. We have also used social media to aggregate and distribute Muslim consumer related news.

7. Coverage of AMCC in mainstream media and focused media. The second conference was covered by Associated Press which was distributed to 350 major media outlets.

8. In the last three years we have seen Halal meat available in Costco, select Shoprite stores in Pennsylvania, select Walmart stores in Illinois and Michigan, Halal frozen packaged food available in Whole Foods, and acknowledgement of Eid al-Adha festival by Best Buy in their marketing brochures

9. Launch of the Entrepreneurship Showcase. Since its launch in 2010, we have received applications from more than 50 small companies and so far 9 companies were selected to present their business plan to a panel of successful entrepreneurs. This has become the most popular session in our conference and has been compared to the popular show Shark Tank.

These achievements in such a short duration have been possible due to the dedication and creativity of many volunteers who are helping to advance the objective and vision of AMCC.