LONDON – Catering to a large minority group ignored usually by the big brands, young British Muslims are tapping into large Muslim market, the sector forecast to be worth more than £2 trillion by the end of this decade.

“A lot of Muslims won’t go to a bar or a club, but going out for mocktails and dessert is a good alternative,” Ali Imdad, a Great British Bake Off contestant in 2013, told The Guardian on Sunday, October 16.

Imdad opened the Artisan dessert restaurant in Ladypool Road, Birmingham, with his business partner Vakas Mohammed.

Artisan, which serves green and pink velvet banquettes, mint mojitos or raspberry spice mocktails, has become a sought-out destination for couples and friends to meet after dinner.

The growth of dessert parlors was a reflection of the rising disposable income of young Muslims, he said.

“People want to spend money on high-quality products and experiences.”

Imdad is one of several Muslims who will participate later this month in the Muslim Lifestyle Expo, which will showcase businesses aimed at this burgeoning consumer market.

More than 100 businesses from 15 countries will set up their stalls at Manchester’s Event City on 29 and 30 October.

Exhibitors will include producers and suppliers of halal food brands, toiletries and cosmetics; modest fashion; travel; Islamic finance; entertainment; and greeting cards and toys.

“It’s a huge untapped market. We’re just skimming the surface,” said Tahir Mirza, the expo’s founder.

Growing Market

Young Muslims are the fastest growing demographic group in the UK.

“Through their sheer numbers, their growing middle-class stature, the shift of economic and political power towards the Middle East and Asia, home to most of the world’s Muslims, and through the Muslim minorities that act as influential and well-connected leaders by the inspirational force of their faith and their refusal to accept the status quo, Generation M are determined to make change. And what a change it’s going to be,” said Shelina Janmohamed, author of Generation M: Young Muslims Changing the World and the vice-president of branding consultancy Ogilvy Noor.

In 2010, the global Muslim population was 1.6 billion people. By 2050 it is expected to reach 2.8 billion, a quarter of the world’s population. One third of Muslims are under 15; two-thirds are under 30.

Worldwide, the halal sector is forecast to be worth more than £2 trillion by the end of this decade, according to the State of the Global Islamic Economy report, and is growing at nearly double the rate of the global economy generally.

To get their share of the growing sector, big brands were cautiously introducing new items to target the Muslim market.

“Those that have offered modest fashion items, such as H&M, Marks & Spencer and Uniqlo, have faced a backlash in the media,” Mirza, the founder of Muslim Lifestyle Expo, said.

M&S attracted criticism for its burkini range earlier this year, even before the wave of bans on modest swimwear imposed by the mayors of French seaside towns.

Major multinational suppliers, such as Kellogg’s, Unilever and Nestlé, have established halal lines to serve this emerging market.

“I understand how difficult it is for big brands. But they are taking tentative baby steps into the market,” said Mirza.

Imdad welcomed the growing awareness of big brands of the potential of the Muslim market.

“They’re jumping on the bandwagon, realizing Muslims have money and want to spend it,” he said.

“It’s great. But there’s still room for small businesses, too. We’re doing really well.”

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