Title: A conceptual analysis of halal beef value chain and market potential in Nigeria

Authors: Musa Gambo Kasuwar Kuka; Balarabe A. Jakada

Addresses: Department of Business Administration and Entrepreneurship, Bayero University, Kano, Nigeria ' Department of Business Administration and Entrepreneurship, Bayero University, Kano, Nigeria

Abstract: It has been observed that many literatures on halal products and Muslim population in Africa tend to concentrate on North African countries such as Algeria, Egypt, Libya, Morocco, Tunisia or that of South Africa which has less than 2 million Muslims. But Nigeria with more than 50 million Muslim population is ignored surprisingly. This paper attempts to address this seeming anomaly by providing factual insights into the market potential of halal beef in Nigeria. It reviews relevant literatures on halal products, Muslim population and demand through in-depth conceptual analysis on the materials obtained. The analysis shows that Nigeria promises to be a lucrative halal market in Africa due to its population. Its market potential is by far more than South Africa and Saudi Arabia put together. In fact, with a population of over 9 million, Kano State of Nigeria has a halal market potential higher than that of South Africa, Germany, UK, Italy, Brazil and Canada put together. As such Nigeria can be regarded as halal market goldmine that is lying untapped. What is needed is for halal beef processing companies to come and explore the halal market goldmine.

Keywords: halal meat; halal beef value chain; market potential; Muslim population; Islamic marketing; Nigeria; Islam.

DOI: 10.1504/IJIMB.2015.068154

International Journal of Islamic Marketing and Branding, 2015 Vol.1 No.1, pp.113 - 122

Received: 23 May 2014
Accepted: 23 Sep 2014
Published online: 20 Mar 2015 *

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