Halal meat refers to meat that is slaughtered and processed according to Islamic law, which ensures humane treatment of animals and specific hygiene standards. The global halal food market is estimated to be worth over $2 trillion, with halal meat constituting a substantial portion. Major importers of halal meat include countries in the Middle East, Southeast Asia and Europe along regions with significant Muslim populations and a rising preference for halal-certified products.
The global halal meat market is a rapidly growing sector, driven by the increasing demand for halal products among Muslim consumers and a broader acceptance of halal meat for its perceived quality and ethical standards. Pakistan, with its significant Muslim population, established livestock sector, and strategic geographic location, is uniquely positioned to become a leading player in the global halal meat market. This article explores the potential of exploiting halal meat exportable markets for Pakistan, analysing the current state, opportunities, challenges, and strategic recommendations for maximising this potential.
Pakistan’s livestock sector contributes around 14.4 per cent to the country’s GDP and employs nearly 35 per cent of the labour force. With over 200 million livestock, Pakistan ranks among the top livestock-producing nations globally. The country’s meat industry, especially beef, mutton, and poultry holds considerable promise for export growth due to several inherent advantages which include:
- With a predominantly Muslim population, Pakistan’s meat industry naturally adheres to halal practices, ensuring authenticity and compliance with halal standards.
- Pakistani meat is renowned for its flavour and quality, owing to traditional farming practices and diverse animal breeds.
- The relatively low cost of production in Pakistan makes its meat products competitively priced in the global market.
Despite these advantages, Pakistan’s halal meat exports remain under-exploited. The country’s meat export volume is significantly lower compared to other major exporters like Brazil, Australia and India. As of recent data, Pakistan’s annual meat exports stand at approximately 100,000 metric tonnes, generating around $300 million. Key export markets include the Gulf Cooperation Council (GCC) countries, Vietnam and Malaysia.
Several factors present opportunities for Pakistan to expand its presence in the global halal meat market, which include:
- The global Muslim population is projected to grow to 2.2 billion by 2030, driving up the demand for halal meat products. Additionally, the ethical and health attributes associated with halal meat are attracting non-Muslim consumers as well.
- Pakistan’s strategic trade agreements with countries in the Middle East and Southeast Asia, coupled with preferential trade terms under various free trade agreements, offer favourable conditions for export growth.
- Emerging markets in Africa and Central Asia present untapped opportunities for Pakistan to diversify its export destinations. Countries like Nigeria, Kenya, and Kazakhstan have shown increasing demand for halal meat imports.
- There is a growing market for value-added halal meat products such as processed meats, ready-to-eat meals, and halal-certified packaged foods. Investing in processing facilities can help Pakistan tap into this high-margin segment.
Despite the opportunities, several challenges need to be addressed to fully exploit the halal meat export market:
- Pakistan’s meat industry faces infrastructural challenges, including inadequate cold chain facilities, transportation inefficiencies, and limited access to modern slaughterhouses. These issues affect the quality and shelf life of exported meat products.
- Meeting the stringent halal certification and food safety standards of importing countries is crucial. Inconsistent enforcement of standards within Pakistan and a lack of internationally recognised certification bodies can hinder market access.
- Ensuring consistent quality of meat products is essential for building trust and reputation in the global market. Issues like disease control, feed quality, and animal welfare practices need to be rigorously managed.
- Tariff and non-tariff barriers in key markets, along with geopolitical factors, can impact market access. Navigating these barriers requires robust trade diplomacy and market intelligence.
To capitalise on the global halal meat market, Pakistan needs to adopt a comprehensive strategy encompassing policy support, industry collaboration, and investment in critical areas:
- Invest in modern cold chain infrastructure, including refrigerated transport and storage facilities, to ensure the freshness and quality of meat products during export.
- Modernise slaughterhouses to meet international standards, incorporating advanced technologies for humane slaughter, hygiene, and processing efficiency.
- Establish partnerships with internationally recognised halal certification bodies to ensure compliance with global standards and facilitate market access.
- Strengthen the domestic regulatory framework for halal certification and food safety, ensuring consistent enforcement and adherence to international norms.
- Implement robust animal health programmes to control and prevent diseases, ensuring the health and quality of livestock.
- Promote the use of high-quality, halal-compliant feed to enhance meat quality and yield.
- Conduct market research to identify and penetrate emerging markets with high demand for halal meat products, focusing on Africa, Central Asia, and non-traditional markets.
- Invest in processing facilities to produce value-added halal meat products, catering to diverse consumer preferences and increasing export revenues.
- Strengthen trade diplomacy to negotiate favourable trade terms, reduce tariffs, and address non-tariff barriers in key markets.
- Participate in international trade missions, expos, and halal food fairs to showcase Pakistani halal meat products and establish business connections.
- Provide training and capacity-building programmes for farmers, processors, and exporters on best practices in animal husbandry, halal compliance, and export procedures.
- Invest in research and development to innovate and improve meat production processes, ensuring sustainability and competitiveness.
- Develop a strong brand identity for Pakistani halal meat, emphasising quality, authenticity, and ethical standards.
- Launch targeted marketing campaigns in key export markets, highlighting the unique attributes of Pakistani halal meat and its adherence to stringent halal standards.
Exploring case studies of successful halal meat exporters can provide valuable insights for Pakistan. Countries like Brazil and Australia have effectively leveraged their strengths to dominate the halal meat market. Key takeaways from their experiences include: 1) Brazil’s meat industry benefits from large-scale, vertically integrated operations that ensure efficiency and quality control from farm to fork. Its halal meat products are certified by globally recognised bodies, ensuring compliance with the highest standards.
Australia’s rigorous quality assurance programmes and animal welfare standards have earned it a reputation for high-quality halal meat. It has established strong trade partnerships with key halal meat importers, facilitating market access and growth.
Pakistan stands at the threshold of a significant opportunity to become a major player in the global halal meat market. By addressing infrastructural challenges, enhancing regulatory compliance, and adopting strategic measures to improve quality and expand market access, Pakistan can significantly boost its halal meat exports. Collaboration between the government, industry stakeholders, and international partners will be crucial in realising this potential. With the right investments and strategic focus, Pakistan can not only enhance its economic prospects but also establish itself as a trusted supplier of high-quality halal meat to the world.
The Author is Associate Professor, Institute of Agricultural and Resource Economics, University of Agriculture, Faisalabad
Co-Chair, Policy, Advocacy and Outreach, Pak-Korea Nutrition Centre (PKNC) Project, University of Agriculture, Faisalabad