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                 ASIA HALAL DIRECTORY 2021/2022
consumers by 2024, as it is set to grow annually by 2.9 percent in a post-COVID recovery. With the size of the market already standing at US$4 billion in 2019 for Malaysia and Indonesia, it augurs well for Southeast Asia to capture a major slice of the global cosmetics pie.
Although sales of halal cosmetics and fragrances generally declined in 2020, the year saw a rise in the development of many innovative products. Sales of “above-the- mask” beauty products such as eyecare items and facial creams proliferated. A dedicated halal and vegan make-up line made from organic natural ingredients was launched by Japan’s Shojin Cosme, while Indonesian beauty brand Wardah launched facial creams to protect against the glare of computer screens for women who work on laptops at home.
Halal cosmetics brands have adapted to shifting consumer trends during the demand downturn of the COVID-19 pandemic. Strategies included marketing in local languages, especially in Southeast Asia, and releasing special Ramadan ranges.
Media & Recreation
In this sector, Singapore fared well, coming in third in the SGIE Report 2020/21.
The media and recreation sectors are gaining traction and adapting to the needs of Muslim millennials. The industry is grabbing the market share by releasing new films and documentaries with Islamic content (Muslim culture, history, and life), new Islamic channels going on air, and streaming of many Islamic programmes. The Muslim spend is projected to reach US$281 billion by 2022.
Muslim-friendly
Travel
The Muslim travel sector is one of the fastest growing sectors in the travel industry. Muslim spend on travel increased by 2.7 percent in 2019 to US$194 billion from US$189 billion in 2018. With the impact of the COVID-19 crisis, Muslim spend on travel is expected to fall to US$58 billion in 2020 and make a recovery to 2019 levels by 2023. Muslim consumer spending on travel is expected to grow at a five-year CAGR of 1.4 percent from 2019 to 2024.
Singapore is one of the most successful destinations which has been able to cater to the needs of both Muslim and non- Muslim travellers. Singapore has been ranked as the top Muslim- friendly destination among non- Organisation of Islamic Cooperation (OIC) countries for five consecutive years, according to the Mastercard- CrescentRating Global Muslim Travel Index.
Part of its success in the Muslim-friendly travel market is due to its proximity to Indonesia, Malaysia and Brunei as well as having a large local Muslim community. The local Muslim population constitutes around 15 percent of the total
population. This has also meant that a sizable population of Singaporeans do have a better understanding of some of the faith-based practice and needs of the Muslims.
Singapore
strongest for its safe travel environment, ease of access to prayer spaces and halal dining options and halal- friendly environment, which is sustainable in supporting Muslim travellers. Although the pandemic has brought the tourism industry, including Muslim-friendly travel, to a grinding halt, the prospect of some recovery is expected by end of 2021 when travel restrictions ease up.
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