Food and drink purchasing and consumption, as well as eating out, is a massive part of anyone’s daily life. And when it comes to British Muslims who choose to only eat halal meat and not drink alcohol, their consumption choices are much more considered and socially significant than the average Brit.
Culture and lifestyles of second and third generation Muslims are rapidly shifting, but brands continue to take an outdated marketing and branding approach towards them and fail to cater to their needs.
We conducted a study with over 1,000 British Muslims aged 18–45 across the UK to discover their motivations, behaviours and attitudes towards dining, grocery shopping, alcohol-free drinking and more. We’ve uncovered insights into aspects of their lifestyle never previously explored, and identified ways brands can play a role.
In this summary report, we introduce our study on British Muslim consumers and provide recommendations for brands.