2024 Nourish Halal Shopper Study

With increasing immigration and Canada's Muslim population approaching nearly 2 million following the 2021 census, it's crucial to examine shifts in the shopping habits of Muslims in Canada.

The Muslim population in Canada has more than doubled in 20 years, according to Statistics Canada. With almost 5% of the Canadian population adhering to the Muslim faith, the Canadian halal food market is estimated to be worth over $1 billion, and it's growing 13% annually. And yet, it remains an underserved segment by both retailers and manufacturers. The Nourish Halal Shopper Study seeks to reveal this unique shopper's behaviour and attitudes, drawing insights to help you better understand this market and make better business decisions.

In 2024, Nourish will conduct its annual quantitative research study among an estimated 1,000 halal principal grocery shoppers in Canada for an eighth year. Surveys (English-language only) will be completed online, and respondents will be sourced via an email database of halal consumers across Canada.

This report will serve as a critical guide for devising marketing strategies, assessing business plans and product gaps, and exploring new opportunities within the halal market segment. The report will explore:

  • How is this shopper similar or different from other shoppers in Canada?

  • Language usage

  • Food culture and snacking behaviour

  • Category and brand perceptions

  • Growth of online shopping

  • Drivers of behaviour and brand choice

  • Food and emerging technology

  • Expectations of brands and loyalty levels

  • Media habits and how best to reach this consumer

Each subscriber has the opportunity to add a proprietary category-specific and a brand-specific question. All findings and information related to these questions are confidential and are only available to sponsoring subscribers.


The deadline for participation is March 6th, 2024. Deliverables will be available in June 2024.


$6,500 plus applicable taxes


All subscribers will receive:

  • A comprehensive report in presentation format detailing all findings

  • Specific results for your category and brands (proprietary content)

  • One formal presentation of findings by our principals via video conference

To subscribe or for more information, please contact:

Salima Jivraj - salima.jivraj@nourish.marketing or (437) 232-7772

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