Attitudes to New Zealand sheep meat and beef consumption amongst Muslim consumers in New Zealand : implications for Halal exports to South-East Asia

Abstract

AIMS OF PROJECT: a) to describe the primary demand characteristics of the market for sheep meat products in Muslim South-East Asia.

b) to assess the current and potential capability of New Zealand sheep meat exporters to meet the demands of those markets.

The New Zealand Halal sheep meat and beef export market industry has faced several challenges in recent decades. This thesis examines and discusses the issues in this demanding field with respect to Indonesia and Malaysia as target markets. No previous research in this specific area has been performed.

The methodology used to conduct this research is qualitative. Locally resident Indonesian and Muslim consumers of Halal food were invited to focus group meetings. Separate interviews were conducted with exporters, Government agencies and a Halal certification body in New Zealand.

The study discovered that the South East Asian Muslim consumers are seeking animal based protein in their food rather than plant based protein. Food sourcing from Halal animals and methods are a given criteria in Indonesia and Malaysia. New Zealand has been showing good trading relationships with these markets and has gone extra miles to prove the integrity of Halal processes in the industry.

The study’s results brief that there is a great demand for Halal sheep meat and beef products in Indonesia and Malaysia. New Zealand is capable of meeting this demand. However, there are areas that need to be addressed to improve the profitability to New Zealand exporters, food producers and food manufacturers. This improvement could lead to national economic growth, with SMEs (Small and Medium Sized Enterprises) sharing the benefits of this rapidly growing market.

Suggestions are made for further research in the last chapter of this research project.