Europe’s halal meat market is "on a strong growth path" due to rising Muslim populations and increased availability in supermarkets and restaurants across the continent.

That's according to the Agricultural and Horticultural Development Board (AHDB), which in a new report investigated "key markets with significant opportunities" for halal meat exporters, including France, Germany and the Netherlands.

AHDB set out to identify what is driving demand, who the customers are, and how halal meat reaches shoppers through retail and foodservice channels in these three countries.

Populations

A significant Muslim population was identified as one of the main factors driving demand for halal meat across the continent.

According to AHDB, France and Germany have two of the largest Muslim populations in Europe, with roughly 6 million Muslims in each of the countries.

Netherlands' halal market is also on the rise as the Dutch country is currently home to 1.2 million Muslims, which is roughly 6-7% of the overall population.

AHDB noted that demand for halal meat in these three countries remains "strong and consistent" year-round, with sales typically peaking during Ramadan and other major religious celebrations.

Traceability

The report also highlighted "trust" as "a big factor" in the halal market as most consumers "tend to favour products with clear, credible certification and transparent labelling".

Many customers are also willing to pay a premium for reassurance that products fully comply with halal requirements, which presents "real opportunity to position certified halal products at a higher value" for suppliers, according to AHDB.

In France and the Netherlands, the majority of halal meat is purchased from independent halal butchers instead of supermarkets.

Supermarkets

However, AHDB recognised that supermarkets are starting to play a "much bigger role" in the halal market than they used to.

Large retail chains have expanded their halal ranges, especially in cities with more diverse populations.

In addition to this, frozen, processed and ready-to-eat halal products are reportedly becoming more common in supermarkets across Europe.

However, AHDB acknowledged that many retailers "keep halal branding fairly low-key due to political sensitivities, despite strong demand."

Foodservices

Foodservice was also identified as another channel which consumers are purchasing halal meat from.

Restaurants, takeaways and street-food vendors currently play a key role in daily halal consumption, especially in diverse, urban areas.

Online ordering is also on the rise, allowing consumers to get halal meat delivered straight to their door.

AHDB outlined that growth for halal meat in the food service sector ultimately depends on clear halal certification and enough demand in a given area to make it worthwhile for businesses to offer halal options.