Understanding a diverse consumer audience

Muslim consumers are often addressed as a single group, even though their values and priorities vary across generations and countries. Our research across 24 countries explores this diversity and what it means for organisations seeking to connect with Muslim audiences. One in four people in the world is Muslim, it is the world's fastest-growing consumer group and estimated to be worth $2 trillion. But how much does the world really know about them?

"Many marketers are still in the dark about the potential of the Muslim market. Muslims will play an increasingly important role in the global marketplace especially due to the young age demographic and consumer spending as a result of their rising purchasing power," according to Martijn Lampert, research director of Glocalities. 

The report "Tapping into the Muslim consumer potential" provides profound insights into one of the fastest growing sectors across the globe.

Shared values and individual outlooks

This is the first time such thorough insights are published. The research examined the typical values Muslims adhere to while also comparing Muslims in the West with Muslims from three major Muslim countries - Indonesia, Turkey and India. The survey revealed that Muslim consumers are eager to know the story behind products and brands before making their purchasing decisions. We look at the values and everyday priorities that shape Muslim consumers’ lives, as well as the similarities they share with non-Muslim consumers. This offers a more layered view of an audience that is often simplified in marketing.

How values shape consumer choices

 Innovative products and technologically advanced products are top of the agenda while saving instead of spending is the preferred outlook.  The research explores how Muslim consumers approach brands, products and spending. It considers the role of brand stories, innovation and enduring value, and how understanding audience values can help shape relevant communications.

Muslim Millennials

We take a closer look at Muslim Millennials and how their outlook compares with older generations. Their perspectives add another dimension to understanding Muslim audiences across age groups.