Horizons Study Shoppers 2010
Technical Description Brands, Distribution, Halal Certification:
Attitude and purchasing Behaviours of Customers from North Africa

Contact : Abbas Bendali 00 331 55 37 96 00 00 336 22 07 77 05 a.bendali@solisfrance.com http://www.solisfrance.com

February 2010

la diversité en genre et en nombre

Agenda

Introduction………………………………………………………… p 3 Objectives ……………………………………………………….. p7

Methodology……………………………………………………….. p 10 Some results………………………………………..…………….. p 16 Contact…………………………………………………………………p 24

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Introduction

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Introduction
The last few months have seen the most significant development ever, in the evolution of the Halal market in France. Yet these products have been present in supermarkets for over ten years. The sudden speeding up of the new “marketing history” in this market, in the context of Ramadan 2009, is remarkable in more ways than one :
Product launches have been numerous, not only with the presence of more well-known food industry brands, but also retail brands; For the first time, the mass media (outdoor advertising in large French cities and communication through national TV channels) has been used to leverage marketing; Product distribution has been expanded to a larger part of the hyper and supermarket circuit extending product range, clearly helped by the period of Ramadan.

It is certain that the final sales figures for the year 2009 will be carefully scrutinised and will be rich in analysis and feedback for the key players in this market. The purpose is to provide ideas concerning the strategies to choose in the future, to continue the expansion of this market segment.
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Intoduction
The Halal Market represents a minimal potentiel, estimated to be:
5 million consumers; An estimated turnover of €4.5 billion in 2010 (Solis) in hyper/supermarkets and traditional stores and €1 billion of consumption out of the home, with a focus on fast food. A two-digit growth market.