Report on consumer trends in Muslim countries

The report by Wunderman Thompson and VMLY&R highlights the changing consumer trends in Southeast Asia, specifically in Indonesia, Malaysia, Singapore, and Brunei, where the Muslim population accounts for around 40% of the population. These countries are witnessing a surge in demand for halal products, including fashion, beauty, travel, finance, technology, and food, as a result of the resurgence of faith and the spread of Western-style consumerism. According to research firm DinarStandard, the global Muslim population spent $2 trillion in 2021, with expenditure set to reach $2.8 trillion by 2025. Southeast Asia is not only a large market but also a test bed for new trends, with big brands and startups entering the field to cater to the needs of this rapidly-evolving market. Some local brands are also targeting Muslim minorities in North America, Europe, and elsewhere, leaving global brands playing catch-up. Malaysia ranks first and Indonesia fourth in DinarStandard's Global Islamic Economy Indicator, which measures the robustness of sectors such as Islamic finance, halal food, halal travel, and modest fashion. This report, titled "The New Muslim Consumer: How Rising Observance is Reshaping the Consumer Landscape in Southeast Asia and Beyond," includes original consumer data, new trends, interviews, and case studies.