Transparency Versus Information Overload for Halal Consumers
Consumers today are flooded with information - both at the supermarket and online. They sort through tens of thousands of products, making hundreds of micro-decisions based on experience, price, package information, and more. This is especially true for shoppers with religious or other dietary needs, who often pore carefully over labels and ingredient lists to ensure that the product is acceptable. For Halal consumers, a trusted Halal certification logo can be a shortcut to finding the items they need, but too much information can overwhelm and confuse shoppers - leading them to seek other products or simply give up on finding what they need. Thus, food manufacturers face a challenge when deciding how to label their products: include the maximum amount of information to ensure transparency and risk information overload, or simplify labeling and risk consumer doubt?
Choose a Well-Known Halal Certifier
One of the easiest ways to deal with this issue is choosing a well-known, globally reputed and accredited Halal certifier with an easily recognizable Halal logo, such as ISA. With a single glance, consumers know that the product is Halal certified and they do not need to worry about checking the ingredients list for unacceptable components. Using a less known certifier does not offer the same benefit. While consumers may initially be drawn to a logo or label, they will likely need to verify that product’s Halal status by looking up the certifier and manufacturer, as well as reading the ingredients. This can actually contribute to information overload rather than simplifying it.
With a well-known Halal certifier’s logo, consumers do not have to do extra mental work while shopping, but they can always look for more information if desired.
Focus on What is Most Important About Your Product
Consider what’s most important about your product. Is it the Halal status? Health attributes? Flavor characteristics? Make the central claim clear. For Muslim consumers, Halal status is the most important factor. That does not mean that flavor, price, nutrition, and other factors are not important, but products containing unacceptable ingredients are immediately out of consideration. If you are targeting Halal consumers, ensure that the Halal information is not overshadowed by health claims or other labels that might make it harder for shoppers to notice or understand the product.
Display the Halal Logo Clearly
Make the shopping experience easier by communicating clearly that your product is Halal by displaying the logo prominently on the package. That way, consumers can skip reading the ingredient lists and save time.
Common places for the logo are on the front of the package in the lower right corner, or on the back of the package under the ingredients list or manufacturer information. If you have other certifications, such as Organic or Gluten-free, you may wish to group the logos together, helping consumers gather all the key information in a quick glance. Wherever you place the logo, make sure it is clearly printed, stands out well against the background, and easy to find.
Do you have questions about how to clearly and succinctly communicate your product’s Halal status to consumers? Reach out to ISA!