0:00:02 > 0:00:05There's something new happening on the high street.
0:00:05 > 0:00:07It's 2016 now and it's about time there is
0:00:07 > 0:00:10modest fashion that's available to us.
0:00:10 > 0:00:14You know, it's a really up-and-coming, growing trend.
0:00:14 > 0:00:17From fashion to fast food,
0:00:17 > 0:00:21more and more stores seem to be spotting a gap in the market.
0:00:21 > 0:00:23When you have something like Dolce & Gabbana or DKNY
0:00:23 > 0:00:26running a Ramadan campaign, people sit up and say,
0:00:26 > 0:00:29"Oh, hold on, there's a really big market here".
0:00:29 > 0:00:32Traditional British favourites are getting a new twist.
0:00:32 > 0:00:37How easy is it to convince Muslim consumers to go for a sausage roll?
0:00:37 > 0:00:38Yeah, it is a little hard.
0:00:39 > 0:00:41I'm Myriam Francois,
0:00:41 > 0:00:44a journalist and a British Muslim.
0:00:44 > 0:00:46I want to find out why our high street stores
0:00:46 > 0:00:49are so interested in Muslim consumers...
0:00:49 > 0:00:51Retailers, quite cynically, have been looking for
0:00:51 > 0:00:55the next opportunity, the next area of growth.
0:00:55 > 0:00:58..and whether that attention is actually a good thing.
0:00:58 > 0:01:02I just don't understand why a mainstream high street retailer
0:01:02 > 0:01:06would pander to conservative voices within Muslim communities.
0:01:07 > 0:01:09I was wondering if I could speak to you about
0:01:09 > 0:01:11some of your halal products?
0:01:11 > 0:01:15Why do so many high street brands seem reluctant to talk about it?
0:01:15 > 0:01:17Now that the big operators are serving halal,
0:01:17 > 0:01:20I feel they might well put off customers.
0:01:20 > 0:01:23And how likely is it that the stores will stick with it?
0:01:23 > 0:01:26The global Muslim spend on all apparel and footwear
0:01:26 > 0:01:30will be 484 billion by 2019.
0:01:30 > 0:01:33Of course brands want a piece of that market.
0:01:33 > 0:01:35HE CHANTS
0:01:35 > 0:01:37As the Muslim month of Ramadan comes to an end,
0:01:37 > 0:01:41I ask, is the Muslim pound here to stay,
0:01:41 > 0:01:43and are we all ready for "Brand Islam"?
0:01:54 > 0:01:56Saturday morning and a queue's forming
0:01:56 > 0:01:59for London's Muslim Lifestyle Show.
0:02:02 > 0:02:05Olympia actually stated that they haven't had
0:02:05 > 0:02:06this many phone calls on this
0:02:06 > 0:02:08since the Ideal Home Exhibition.
0:02:09 > 0:02:12The show has attracted some well-known faces,
0:02:12 > 0:02:14including Citizen Khan's Amjad...
0:02:14 > 0:02:18We could make a lemon drizzle cake, that's my mummy's favourite.
0:02:18 > 0:02:19What are the ingredients?
0:02:19 > 0:02:22- Lemons... - LAUGHTER
0:02:22 > 0:02:23..and drizzle?
0:02:23 > 0:02:25- LAUGHTER - 'This is the first time I've come'
0:02:25 > 0:02:27to somewhere like this and it's blown my mind.
0:02:27 > 0:02:29Honestly, the amount of variety here,
0:02:29 > 0:02:31all selling or promoting different things,
0:02:31 > 0:02:34and it's really exciting just to walk around and see.
0:02:34 > 0:02:37..and also MasterChef winner Shelina Permalloo.
0:02:37 > 0:02:39Our MasterChef champion is...
0:02:39 > 0:02:40Shelina.
0:02:40 > 0:02:42'I think it's really interesting.
0:02:42 > 0:02:44'It's such a massive market in the UK'
0:02:44 > 0:02:45and it's relatively unknown,
0:02:45 > 0:02:49so I think, in terms of a business opportunity, it's clearly working.
0:02:49 > 0:02:51It is absolutely rammed in here today.
0:02:53 > 0:02:57Muslim shoppers are starting to feel like they matter.
0:02:57 > 0:02:59Maybe ten years ago, the high streets weren't
0:02:59 > 0:03:02catering to that as much. Now there seems to be...
0:03:02 > 0:03:04Almost everything you can think of,
0:03:04 > 0:03:07they've found a way to put a Muslim spin on it.
0:03:07 > 0:03:11There's been a massive change in the perception towards Muslims
0:03:11 > 0:03:14as a source of revenue for many companies.
0:03:14 > 0:03:17Small sweets, like Haribos, are catching on to it
0:03:17 > 0:03:19and it's becoming popular in the Muslim community.
0:03:19 > 0:03:22If you run a business, it's about making money, right?
0:03:22 > 0:03:24And if you're not making money out of that community, then...
0:03:24 > 0:03:28I think you're missing a trick, really.
0:03:28 > 0:03:29The Muslim community represents
0:03:29 > 0:03:33in the order of 5% of the UK population.
0:03:33 > 0:03:35And their total spending power
0:03:35 > 0:03:38is over £20 billion a year.
0:03:38 > 0:03:41By investing in advertising and product ranges
0:03:41 > 0:03:43that do appeal to that community,
0:03:43 > 0:03:46they will boost their sales and, of course,
0:03:46 > 0:03:48that adds to their bottom-line profitability.
0:03:50 > 0:03:53Some high street big names certainly seem to be thinking more
0:03:53 > 0:03:57about their Muslim consumers.
0:03:57 > 0:03:58So this is the early stage of the market
0:03:58 > 0:04:00and we start to see brands that are actually
0:04:00 > 0:04:02pioneering this market and that makes it
0:04:02 > 0:04:04really exciting. So, we have big brands that are
0:04:04 > 0:04:06starting to feature Muslim women,
0:04:06 > 0:04:09for example like Apple and Android,
0:04:09 > 0:04:11Jeep, Coca-Cola.
0:04:13 > 0:04:16In fashion, H&M led the way with a distinctive campaign.
0:04:21 > 0:04:23'Dress like a teen.
0:04:23 > 0:04:26'Stand out. Blend in.
0:04:26 > 0:04:28'Mix prints. Mix pink and red...'
0:04:30 > 0:04:34Its recycling campaign featured models of all shapes and sizes,
0:04:34 > 0:04:36different ages and genders.
0:04:36 > 0:04:40But it was one woman in particular who got everyone talking.
0:04:41 > 0:04:43It was this image
0:04:43 > 0:04:45which really caught everyone's attention -
0:04:45 > 0:04:48although, to be fair, if you blinked, you'd probably miss it.
0:04:48 > 0:04:50It was the first time that the company used
0:04:50 > 0:04:54a Muslim woman in a headscarf in a campaign.
0:05:02 > 0:05:07The woman featured in the campaign was overwhelmed by the response.
0:05:07 > 0:05:09It was massive. It was huge.
0:05:09 > 0:05:12Everyone saw it as a breakthrough.
0:05:12 > 0:05:14There was an article that compared me
0:05:14 > 0:05:16to the first black model in history.
0:05:16 > 0:05:19But now I've seen it, I've realised how...
0:05:19 > 0:05:22almost primitive we were, like, in 2015,
0:05:22 > 0:05:25the first time we're seeing a girl in a headscarf being used for
0:05:25 > 0:05:26a major retailer.
0:05:26 > 0:05:28And I thought, "Wow, as much as it's incredible,
0:05:28 > 0:05:33"we're still so far away from obviously achieving this diversity."
0:05:33 > 0:05:34APPLAUSE
0:05:34 > 0:05:35Since the campaign,
0:05:35 > 0:05:39Mariah has been in demand to talk about her experience.
0:05:39 > 0:05:43- Hello and Assalaamu Alaikum. - SCATTERED CHEERING
0:05:43 > 0:05:45I want you to realise that just the fact
0:05:45 > 0:05:48that we are seeing the hijab and abaya
0:05:48 > 0:05:50in mainstream fashion, in the media,
0:05:50 > 0:05:53it makes people understand that there is another side to Islam.
0:05:53 > 0:05:57If we can't change the negative, why not add a positive to it?
0:05:57 > 0:05:59'For me, personally, hijab,'
0:05:59 > 0:06:03again, it's a way of life and it makes me represent Islam.
0:06:03 > 0:06:05That's the reason that I started to wear it,
0:06:05 > 0:06:08to basically distinguish ourselves as believing women.
0:06:08 > 0:06:12So it's not just a piece of material on my head, it is more than that.
0:06:14 > 0:06:17But is the high street ready to give space on the shop floor
0:06:17 > 0:06:20to clothes that women like Mariah want to buy?
0:06:22 > 0:06:24We know that there's a wider consumer trend about women
0:06:24 > 0:06:28who are also looking for clothes that suit their demeanour,
0:06:28 > 0:06:31their aspiration to be more modest.
0:06:31 > 0:06:33You know, for me, personally,
0:06:33 > 0:06:36I want to wear stuff that isn't too clingy,
0:06:36 > 0:06:40isn't too transparent, like, the necklines aren't too plunging.
0:06:40 > 0:06:43But shopping for clothes that are in keeping with the spirit
0:06:43 > 0:06:45of that ideal has traditionally been quite challenging
0:06:45 > 0:06:46on the high street.
0:06:46 > 0:06:48MUSIC: Come & Get It by Selena Gomez
0:06:48 > 0:06:52# When you're ready, come and get it Na-na-na-na, na-na-na-na... #
0:06:52 > 0:06:55We're all familiar with the idea that sex sells...
0:06:55 > 0:06:56# Na-na-na-na, na-na-na-na
0:06:56 > 0:06:59# Oh, come and get it Yeah, yeah! #
0:07:01 > 0:07:03..but are things changing?
0:07:04 > 0:07:06What's quite interesting about this dress
0:07:06 > 0:07:09is that it's not being marketed as Muslim, as such,
0:07:09 > 0:07:12but, actually, it would probably appeal to quite a lot
0:07:12 > 0:07:14of more conservative Muslim women.
0:07:18 > 0:07:23In 2014, DKNY launched a special Ramadan collection
0:07:23 > 0:07:26for its markets in the Middle East.
0:07:26 > 0:07:29A year later, Mango, Monsoon and Tommy Hilfiger
0:07:29 > 0:07:33all offered Ramadan collections.
0:07:33 > 0:07:35At the start of this year, Uniqlo
0:07:35 > 0:07:38worked with British Muslim and designer Hana Tajima...
0:07:42 > 0:07:45..and Italian fashion house Dolce & Gabbana
0:07:45 > 0:07:48launched its first range of traditional dresses, called abayas.
0:07:52 > 0:07:55To understand what's driving the interest,
0:07:55 > 0:07:57you need to look on the internet.
0:08:00 > 0:08:03From cool American mipsters - that's Muslim hipsters...
0:08:03 > 0:08:06Click on that if you'd like to go and watch that video.
0:08:06 > 0:08:09..to UK-based fashion and beauty bloggers,
0:08:09 > 0:08:11young Muslim women are going online.
0:08:12 > 0:08:15So what you want to do is you want to grab your scarf
0:08:15 > 0:08:17and I've already folded mine in a few inches
0:08:17 > 0:08:19and just pin it under...
0:08:19 > 0:08:21like that.
0:08:21 > 0:08:23And then just bring it around,
0:08:23 > 0:08:25like so.
0:08:25 > 0:08:29NabiilaBee has been posting videos on YouTube
0:08:29 > 0:08:30since she was 16 years old.
0:08:32 > 0:08:35I hope you guys enjoyed that and, if you want to see more videos from me,
0:08:35 > 0:08:37then just click the subscribe button down below
0:08:37 > 0:08:40and I'll see you guys in my next video. Bye!
0:08:40 > 0:08:41Well done. MYRIAM CLAPS
0:08:41 > 0:08:44- Thanks. - So how often do you do these then?
0:08:44 > 0:08:47So, I film YouTube videos every three days.
0:08:47 > 0:08:49Wow. How did you get into that?
0:08:49 > 0:08:51I was in school, I was around about 15,
0:08:51 > 0:08:53and I was going through a hard time
0:08:53 > 0:08:54of wearing my hijab
0:08:54 > 0:08:57and I was kind of struggling. I was kind of getting bullied
0:08:57 > 0:08:59that I wasn't pretty enough when I wore the scarf.
0:08:59 > 0:09:01I started doing my own styles
0:09:01 > 0:09:03and people in the street used to be like,
0:09:03 > 0:09:05"Oh, so how did you do that style?"
0:09:05 > 0:09:08I was like, you know what, I think I need to make YouTube videos as well
0:09:08 > 0:09:10and show people how to do it.
0:09:10 > 0:09:12One of the things that's very important about these bloggers is
0:09:12 > 0:09:15that I think they need to be taken seriously as influences.
0:09:15 > 0:09:18For example, lots of young women who start wearing hijab
0:09:18 > 0:09:22and some of the wraps are very elaborate and difficult to achieve,
0:09:22 > 0:09:25they are learning this from watching YouTube,
0:09:25 > 0:09:26from watching video bloggers.
0:09:26 > 0:09:28They're not learning it from their mums.
0:09:28 > 0:09:31How influential do you think bloggers like yourself are
0:09:31 > 0:09:35on the trends that we're now seeing within the high street?
0:09:35 > 0:09:39I think really influential, because we've got so many followers,
0:09:39 > 0:09:42brands have realised that and have seen that.
0:09:42 > 0:09:44I think it's really amazing what they're doing
0:09:44 > 0:09:46and that they're finally seeing us.
0:09:46 > 0:09:50Are they seeing Muslims or are they just seeing pound signs?
0:09:51 > 0:09:53To be honest, I think it's a win-win situation.
0:09:53 > 0:09:55Like, they're a business, so obviously they're going to be
0:09:55 > 0:09:58thinking about money and how they can make more, but at the same time,
0:09:58 > 0:10:02I think it really benefits us because we need modest clothing.
0:10:04 > 0:10:07But recognising this interest in modest clothing
0:10:07 > 0:10:10is only part of the issue for high street stores.
0:10:11 > 0:10:14Last year, Marks & Spencer introduced a swimming costume
0:10:14 > 0:10:18that it had already sold overseas.
0:10:18 > 0:10:20This was the item in question.
0:10:20 > 0:10:23A swimsuit which covers the head, arms and legs,
0:10:23 > 0:10:24marketed as the burkini.
0:10:25 > 0:10:29'It covers the whole body except the face, hands and feet,
0:10:29 > 0:10:30'so, what's all the fuss?'
0:10:37 > 0:10:41There were criticisms from fashion moguls,
0:10:41 > 0:10:44from the French Minister for Equalities and Women,
0:10:44 > 0:10:48saying that this is just further oppression of women
0:10:48 > 0:10:50and of women's rights.
0:10:50 > 0:10:53If M&S had collaborated with Nadiya Hussain
0:10:53 > 0:10:57from the Great British Bake Off and done a halal cupcake range,
0:10:57 > 0:10:59I don't think anyone would have been bothered by it.
0:10:59 > 0:11:00People would probably have said,
0:11:00 > 0:11:02"Oh, it tastes delicious, I must get some".
0:11:02 > 0:11:05So I think it's brought up a lot of anxieties
0:11:05 > 0:11:08about what does it mean to be British?
0:11:09 > 0:11:13Some of the criticism came from Muslims themselves.
0:11:13 > 0:11:17I just don't understand why a mainstream high street retailer
0:11:17 > 0:11:22would only want to pander to conservative voices
0:11:22 > 0:11:25within Muslim communities.
0:11:25 > 0:11:27Especially for Muslims, like myself,
0:11:27 > 0:11:30who have made the decision not to cover our hair
0:11:30 > 0:11:33and this is actually quite a difficult decision to make
0:11:33 > 0:11:36in Muslim communities, when you consider that a lot of women
0:11:36 > 0:11:40are actually ostracised for taking off their headscarves.
0:11:40 > 0:11:42Women who might be perfectly happy with wearing
0:11:42 > 0:11:45a regular one-piece swimsuit,
0:11:45 > 0:11:47but might be shamed in years to come
0:11:47 > 0:11:51if the burkini becomes normalised in Muslim communities.
0:11:51 > 0:11:54Many young women who wear the headscarf will say
0:11:54 > 0:11:57it's about choice and that they feel it's a good thing
0:11:57 > 0:12:00that the high street is finally recognising them.
0:12:00 > 0:12:03I can totally understand the excitement.
0:12:03 > 0:12:06Of course, they want to see their particular way of dressing
0:12:06 > 0:12:09acknowledged and recognised by these big high street retailers,
0:12:09 > 0:12:13who wouldn't? But, at the same time, we have to be wary
0:12:13 > 0:12:18that this doesn't become an excuse for pushing modesty doctrines.
0:12:21 > 0:12:23When we asked Marks & Spencer if I could come and talk to them
0:12:23 > 0:12:27about the burkini, they responded instead by saying they provide...
0:12:31 > 0:12:33They've sold the burkini for a number of years...
0:12:37 > 0:12:40The fact is, M&S is a huge retailer,
0:12:40 > 0:12:42in the UK and internationally.
0:12:42 > 0:12:46They spend a lot of money knowing and understanding their customer
0:12:46 > 0:12:49and, if they felt there was a need to develop that product,
0:12:49 > 0:12:52then they knew there was a demand.
0:12:52 > 0:12:54They made the decision to stock a product,
0:12:54 > 0:12:57because there are customers that will buy it.
0:12:57 > 0:13:01I also wanted to talk to H&M about their inclusion of Mariah
0:13:01 > 0:13:04in her headscarf in their campaign,
0:13:04 > 0:13:08but they didn't provide anyone to be interviewed either.
0:13:08 > 0:13:09They said...
0:13:11 > 0:13:12And they...
0:13:16 > 0:13:17Their advertising campaigns...
0:13:21 > 0:13:22And they...
0:13:28 > 0:13:32I am certain that there will be an enormous amount of analysis going on
0:13:32 > 0:13:36to ensure that those stores are treading that very fine line
0:13:36 > 0:13:39between not alienating the core traditional shopper,
0:13:39 > 0:13:45whilst ensuring they do take some of that £20 billion per annum spending
0:13:45 > 0:13:49that comes out of the Muslim community.
0:13:55 > 0:13:57It's not only in the world of fashion
0:13:57 > 0:14:00that the Muslim pound is attracting the attention
0:14:00 > 0:14:01of big-name brands.
0:14:02 > 0:14:05Ramadan is, of course, a month of fasting.
0:14:05 > 0:14:07But, at the end of each day, there's Iftar, the evening meal,
0:14:07 > 0:14:09when we break our fast.
0:14:09 > 0:14:12And, at the end of Ramadan, there is a major celebration - Eid.
0:14:12 > 0:14:15For supermarkets, that all means big sales.
0:14:18 > 0:14:20TILLS BEEP
0:14:30 > 0:14:33Ramadan is said to have boosted sales to 100 million
0:14:33 > 0:14:35for these grocery stores,
0:14:35 > 0:14:38so they're really reaching out to the market
0:14:38 > 0:14:42and the market is very, very grateful for these options.
0:14:42 > 0:14:46They've invested more and more in engaging with the Muslim community,
0:14:46 > 0:14:49to prove that they are able to support their needs and wants,
0:14:49 > 0:14:53both for their key festivities, but also for the rest of the year.
0:14:55 > 0:14:56With the sales potential of Ramadan
0:14:56 > 0:14:58well-established in the supermarkets,
0:14:58 > 0:15:00it was really only a matter of time
0:15:00 > 0:15:04before somebody spotted a gap in the market in the rest of the year.
0:15:06 > 0:15:10For Muslims, the weekly shop involves looking for halal products.
0:15:12 > 0:15:15Halal in Arabic simply means "permissible".
0:15:15 > 0:15:19It rules out things like pork or anything containing alcohol.
0:15:19 > 0:15:22They are "haram", or "forbidden".
0:15:28 > 0:15:29Looking for halal alternatives
0:15:29 > 0:15:32becomes a way of life, when you're a Muslim.
0:15:32 > 0:15:34We all make conscious little adaptations,
0:15:34 > 0:15:36like picking the fish or veggie option,
0:15:36 > 0:15:38when you're out for dinner with friends.
0:15:38 > 0:15:40But I'm off to meet a woman who got so fed up
0:15:40 > 0:15:42with not being able to eat what she wanted
0:15:42 > 0:15:45that she decided to do something about it.
0:15:50 > 0:15:51Thank you.
0:15:51 > 0:15:53So, this is the factory here.
0:15:54 > 0:15:56Staple products that everyone...
0:15:56 > 0:15:58'Shazia Saleem is a halal entrepreneur,
0:15:58 > 0:16:01'with a company that produces halal everyday favourites.
0:16:01 > 0:16:04'Sausage rolls, pasties and pies.
0:16:06 > 0:16:08The sausage roll does really well
0:16:08 > 0:16:10and the creamy chicken pie as well,
0:16:10 > 0:16:13that's probably our second bestseller.
0:16:13 > 0:16:14'One of my biggest frustrations'
0:16:14 > 0:16:16was not being able to partake in
0:16:16 > 0:16:18Britain's love affair with food.
0:16:18 > 0:16:20You know, you're kind of limited to
0:16:20 > 0:16:23food from where your parents are from, erm...
0:16:23 > 0:16:25or fried chicken.
0:16:25 > 0:16:27I think, when I was at university, actually,
0:16:27 > 0:16:30is when I first had the idea...
0:16:30 > 0:16:32"Hang on, this can't be quite right.
0:16:32 > 0:16:35"Why am I spending all of my money buying tuna mayonnaise sandwiches
0:16:35 > 0:16:37"and cheese and onion pasties?
0:16:37 > 0:16:39"Surely, why can't I buy lasagne?
0:16:39 > 0:16:41"Why can't I have a shepherd's pie?"
0:16:41 > 0:16:43That's kind of where the frustration came about.
0:16:43 > 0:16:46All of these products are kind of done as you would do at home,
0:16:46 > 0:16:48but it's just on a bigger scale.
0:16:49 > 0:16:53How easy is it to convince Muslim consumers to go for a sausage roll?
0:16:53 > 0:16:56Yeah, it is a little hard, because,
0:16:56 > 0:16:59you know, to most Muslims the word "sausage" means "pork".
0:16:59 > 0:17:00It means "haram" and, therefore,
0:17:00 > 0:17:02people might be a bit nervous about it.
0:17:02 > 0:17:04We have put the word "beef" in front of it
0:17:04 > 0:17:07to get people to recognise that it's made of beef.
0:17:07 > 0:17:10And then there is a very prominent halal logo.
0:17:12 > 0:17:14Whilst halal meat has to be slaughtered
0:17:14 > 0:17:15according to Islamic tradition,
0:17:15 > 0:17:18there are different opinions on what that means.
0:17:20 > 0:17:24In British law, animals have to be stunned before slaughter
0:17:24 > 0:17:27and over three quarters of halal meat is stunned.
0:17:29 > 0:17:33But, for some, it is only halal if it hasn't been stunned,
0:17:33 > 0:17:35so there are exemptions on religious grounds.
0:17:36 > 0:17:39The halal industry faces a lot of criticism
0:17:39 > 0:17:41over the use of unstunned meat.
0:17:41 > 0:17:44Where do you stand on stunned or unstunnned?
0:17:44 > 0:17:47Er, no, we use unstunned meat.
0:17:47 > 0:17:50For me, it's important that I avoid doubt.
0:17:50 > 0:17:52The majority of meat in the UK is stunned
0:17:52 > 0:17:55and that's because the best practice guidelines advise
0:17:55 > 0:17:57stunning as a more humane way.
0:17:57 > 0:18:00Do you see a conflict there with halal?
0:18:00 > 0:18:05The controversy, I think, that plagues halal slaughter,
0:18:05 > 0:18:08and unstunned halal slaughter in particular,
0:18:08 > 0:18:14is the misunderstanding that it's some sort of barbaric procedure.
0:18:14 > 0:18:17What happens is there tends to be some bad practice of it,
0:18:17 > 0:18:20but, to be honest, that bad practice happens
0:18:20 > 0:18:24in both stunned, unstunned, halal, non-halal industries.
0:18:24 > 0:18:26That's... That is a bad abattoir.
0:18:26 > 0:18:30That is not necessarily specific to the halal procedure itself.
0:18:32 > 0:18:34And, out on the high street,
0:18:34 > 0:18:37there's certainly a growing demand for halal options.
0:18:41 > 0:18:47In 2014, Tayub Mushtaq went on TV investment show Dragons' Den
0:18:47 > 0:18:48to try and secure funding
0:18:48 > 0:18:51for a chain of fast food stores selling wraps.
0:18:52 > 0:18:53Good afternoon, Dragons.
0:18:53 > 0:18:57I'm here today seeking an investment of £500,000
0:18:57 > 0:19:01for an exchange of 11% equity in our business.
0:19:01 > 0:19:03- NARRATOR:- 'Despite a promising initial pitch,
0:19:03 > 0:19:06'Tayub and Afnan are leaving empty-handed.'
0:19:07 > 0:19:08So, I am really sorry,
0:19:08 > 0:19:09but I'm out.
0:19:12 > 0:19:16Tayub has gone on to open 14 stores, so far, selling halal wraps.
0:19:18 > 0:19:19How much would you say your business success
0:19:19 > 0:19:22is down to spotting a gap in the market?
0:19:22 > 0:19:25Though our predominant customer base
0:19:25 > 0:19:26is 80% non-halal,
0:19:26 > 0:19:29if you look at 20% of our customer base, which is Muslim,
0:19:29 > 0:19:32that equates to around the profitability of our business
0:19:32 > 0:19:34so, had we not had the Muslim customers,
0:19:34 > 0:19:36maybe we would just be breaking even.
0:19:36 > 0:19:39Number 91.
0:19:41 > 0:19:44In light of that, how much opportunity do you think there is
0:19:44 > 0:19:48for other entrepreneurs for tapping into the halal market?
0:19:48 > 0:19:51There's Muslim populations across the UK
0:19:51 > 0:19:53and they're all in need for halal food.
0:19:53 > 0:19:56And if you can fill that space,
0:19:56 > 0:19:58there's no reason why any new business or new operator
0:19:58 > 0:19:59can't be successful.
0:20:03 > 0:20:08Many of the big-name fast food chains are recognising the demand.
0:20:08 > 0:20:12Finding somewhere to eat halal is increasingly easy,
0:20:12 > 0:20:16as NabiilaBee discovered in a blog checking out the dining options
0:20:16 > 0:20:18at the intu Trafford Centre in Manchester.
0:20:21 > 0:20:24So, yeah, the Nando's is halal, the chicken's halal,
0:20:24 > 0:20:25so I can eat there.
0:20:25 > 0:20:29Excuse me, hi. Is the meat halal here, the chicken?
0:20:29 > 0:20:33- The chicken and steak.- The chicken and steak? OK, thank you.
0:20:33 > 0:20:35So, there's McDonald's and Burger King here.
0:20:35 > 0:20:36They are not halal.
0:20:36 > 0:20:39However, obviously, you can get the veggie option, if you want.
0:20:39 > 0:20:42And they are halal as well.
0:20:42 > 0:20:45Surprisingly there are a lot of halal places.
0:20:45 > 0:20:47I thought there'd only be, like, two or three.
0:20:47 > 0:20:50But as more and more fast food restaurants
0:20:50 > 0:20:52choose to cater for the halal diner,
0:20:52 > 0:20:55some are finding it attracts unwanted attention.
0:21:05 > 0:21:06There has been a bit
0:21:06 > 0:21:07of a media backlash against
0:21:07 > 0:21:08some of the retailers,
0:21:08 > 0:21:10particularly the food retailers,
0:21:10 > 0:21:12for moving towards halal.
0:21:12 > 0:21:16And suggestions that, as it's only 5% of the market,
0:21:16 > 0:21:17why are they doing that?
0:21:17 > 0:21:20Why not just increase consumer choice for everyone,
0:21:20 > 0:21:23rather than reducing the choice
0:21:23 > 0:21:25for those who are not Muslim
0:21:25 > 0:21:28and who may not even identify as religious?
0:21:28 > 0:21:31But what about businesses in Muslim majority areas,
0:21:31 > 0:21:34- where it does make business sense to cater?- I would say...
0:21:34 > 0:21:39the country, as a whole, is still a non-Muslim majority country.
0:21:39 > 0:21:43Therefore, why should the dietary needs of a small minority
0:21:43 > 0:21:46have to dominate those of everybody else?
0:21:50 > 0:21:52Hi, I was wondering if I could speak to you
0:21:52 > 0:21:55about some of your halal products?
0:21:55 > 0:21:57'We asked some of these restaurants for an interview
0:21:57 > 0:22:01'about the issues around halal.'
0:22:02 > 0:22:05So, Nando's said they didn't have anyone to speak to us
0:22:05 > 0:22:07on their behalf.
0:22:07 > 0:22:10They referred us to their website, which says
0:22:10 > 0:22:13about a fifth of their restaurants serve only halal chicken,
0:22:13 > 0:22:15which is signposted.
0:22:24 > 0:22:28The quality, health and welfare of their chicken is a priority
0:22:28 > 0:22:32and they are pre-stunned before slaughter.
0:22:32 > 0:22:33Subway said...
0:22:37 > 0:22:39KFC said that they were very busy
0:22:39 > 0:22:43and didn't have the capacity to dedicate to our request.
0:22:43 > 0:22:46Pizza Express referred us to a statement.
0:22:47 > 0:22:48It said...
0:22:48 > 0:22:52the chicken they currently use is halal-certified.
0:22:52 > 0:22:55But none of their meals or restaurants are halal,
0:22:55 > 0:22:59because of other non-halal ingredients in their kitchens.
0:22:59 > 0:23:03Their chicken supplier meets the highest welfare standards,
0:23:03 > 0:23:07and all the birds are stunned pre-slaughter.
0:23:07 > 0:23:09Frankly, I find it all a bit disappointing.
0:23:09 > 0:23:12If these stores are happy enough to take my money,
0:23:12 > 0:23:15I'd hoped they'd be prepared to talk about it.
0:23:15 > 0:23:16When we talk about it,
0:23:16 > 0:23:19basically, we're creating a polarisation in the market.
0:23:19 > 0:23:23We're drawing too much attention to the commerciality
0:23:23 > 0:23:25of what's actually happening in the retail environment.
0:23:25 > 0:23:29So, I would say it's probably more a case of keeping their heads down,
0:23:29 > 0:23:33doing what they do and not drawing too much attention to themselves.
0:23:36 > 0:23:40But some retailers have no hesitation in upfront marketing
0:23:40 > 0:23:41to halal shoppers.
0:23:44 > 0:23:46When it comes to my make-up and creams,
0:23:46 > 0:23:49I don't tend to look at the ingredients that closely.
0:23:49 > 0:23:52Some of the products probably do contain alcohol,
0:23:52 > 0:23:54but I figure as long as I'm not consuming it,
0:23:54 > 0:23:55that's not really an issue.
0:23:55 > 0:23:59Having said that, I can understand why some people might prefer, say,
0:23:59 > 0:24:01a collagen cream that wasn't pig-derived.
0:24:03 > 0:24:07There's already a booming trade in health and beauty products.
0:24:07 > 0:24:10They avoid chemicals and often alcohol, too.
0:24:10 > 0:24:14Many are cruelty-free, so they don't use animal products.
0:24:15 > 0:24:18It's not difficult to see why, for some,
0:24:18 > 0:24:21Muslim consumers would be a target market.
0:24:23 > 0:24:25There's all sorts of certification on this packaging.
0:24:25 > 0:24:28You've got, "Against animal testing, 100% vegan",
0:24:28 > 0:24:30and, the new kid on the block,
0:24:30 > 0:24:32"100% halal".
0:24:37 > 0:24:42Rose Brown was just 22 when she became the UK's youngest franchiser,
0:24:42 > 0:24:45selling a range of vegan, cruelty-free
0:24:45 > 0:24:47and halal-certified beauty products.
0:24:48 > 0:24:52I use cosmetics that contain alcohol, cos I sort of think,
0:24:52 > 0:24:55"Well, as long as I'm not consuming alcohol, then, you know,
0:24:55 > 0:24:57"it doesn't really matter if it's in my products".
0:24:57 > 0:25:02So, I mean, why is there a need for halal certification?
0:25:02 > 0:25:03If you are using a lipstick
0:25:03 > 0:25:05which contains animal-derived
0:25:05 > 0:25:07ingredients, specifically, you know,
0:25:07 > 0:25:09animal fats derived from pigs,
0:25:09 > 0:25:12then, a lot of the time, that is being ingested into the body.
0:25:12 > 0:25:15You can apply lipstick all day and a lot of that is actually ingested,
0:25:15 > 0:25:17or can be absorbed in through the skin.
0:25:17 > 0:25:21And, so, some consumers do feel that they would actually much rather use
0:25:21 > 0:25:24a product that is completely free from these ingredients.
0:25:24 > 0:25:27And what would you say to people who regard halal certification
0:25:27 > 0:25:29as a bit of a marketing ploy,
0:25:29 > 0:25:32just a way of accessing another niche market?
0:25:32 > 0:25:35People might think that it's just a ploy or a plot, but, actually,
0:25:35 > 0:25:38what it does do is give people real peace of mind.
0:25:38 > 0:25:41It lets them look at a product and say,
0:25:41 > 0:25:43"I know that someone here has put the care and hard work
0:25:43 > 0:25:46"into ensuring that this product is completely free from ingredients
0:25:46 > 0:25:48"that I wish to avoid".
0:25:48 > 0:25:51And I think, really, a lot of people appreciate that.
0:25:52 > 0:25:55Cosmetics, food, fashion.
0:25:55 > 0:25:58The halal market seems to be growing wider by the day.
0:25:58 > 0:26:01There's this notion called Blue Ocean Strategy,
0:26:01 > 0:26:03which literally creates
0:26:03 > 0:26:06this new market demand, where there is none.
0:26:06 > 0:26:09And I think that is what is happening with this "Brand Muslim".
0:26:09 > 0:26:11If we think about ten years ago,
0:26:11 > 0:26:14nobody needed a smartphone.
0:26:14 > 0:26:16Yet, I'm pretty sure, here and now,
0:26:16 > 0:26:19most people do own a smartphone.
0:26:19 > 0:26:21That is a need we didn't know we had
0:26:21 > 0:26:24that the retail and consumer markets created.
0:26:24 > 0:26:28We're really talking about the principles of good retailing.
0:26:31 > 0:26:34You can see this in action by checking the range of goods
0:26:34 > 0:26:36now offering halal certification.
0:26:36 > 0:26:39Here's Nabila's blog again.
0:26:39 > 0:26:40So, the first one...
0:26:40 > 0:26:42Obviously, you've got your Haribos.
0:26:42 > 0:26:44And they all have the halal stamp on them.
0:26:44 > 0:26:46And so are the chocolates.
0:26:46 > 0:26:48And the one that I find really weird
0:26:48 > 0:26:51was just basically liquid wash for your clothes.
0:26:51 > 0:26:52Instant noodles.
0:26:52 > 0:26:56And then I got these Kellogg's Rice Krispies.
0:26:56 > 0:26:58Yep, and the stamp here is at the back as well,
0:26:58 > 0:27:00right next to the vegetarian.
0:27:00 > 0:27:03And even on the bread, which is really surprising,
0:27:03 > 0:27:05it's got the halal stamp.
0:27:05 > 0:27:09I think it plays on Muslim identity politics,
0:27:09 > 0:27:12which I think is a really negative trend within Muslim communities.
0:27:12 > 0:27:14The Muslim lifestyle is seen as
0:27:14 > 0:27:18someone who uses halal beard oil,
0:27:18 > 0:27:21who paints their nails with halal nail varnish,
0:27:21 > 0:27:23who wears burkinis from M&S,
0:27:23 > 0:27:27who lives their life in what I would term quite a restrictive way,
0:27:27 > 0:27:32where their religious identity sort of trumps all other identities.
0:27:36 > 0:27:37We've seen an enormous change
0:27:37 > 0:27:39in the last two years.
0:27:39 > 0:27:41I wasn't sure it would ever happen.
0:27:41 > 0:27:42The high street catering to,
0:27:42 > 0:27:46and seeking out, soliciting, Muslim shoppers.
0:27:46 > 0:27:50Big brands are reaching out to Muslim audiences
0:27:50 > 0:27:52and that was something that should be celebrated,
0:27:52 > 0:27:55because we're not really recognised often
0:27:55 > 0:27:56and this is, like, taking off.
0:27:56 > 0:27:58I definitely see us growing,
0:27:58 > 0:28:00I don't think it's reached its peak, to be honest.
0:28:00 > 0:28:04I think there's so much more that can be done and that is being done.
0:28:05 > 0:28:08It does seem like there's going to be more choice on the high street,
0:28:08 > 0:28:13as stores increasingly recognise the value of the Muslim pound.
0:28:13 > 0:28:16And if that encourages us all to think a little harder
0:28:16 > 0:28:18about how and where we spend our cash,
0:28:18 > 0:28:21then, surely, that can only really be a good thing.