Halal certification is no longer just a religious or regulatory requirement—it’s a strategic asset in today’s global marketplace. In Indonesia, the world’s largest Muslim-majority country, halal-certified products are gaining traction for their quality, cleanliness, and consumer trust. As demand for ethical and health-conscious goods rises, halal certification is emerging as a key driver of business growth and international competitiveness.
Key Facts & Background
- Ahmad Haikal Hasan, Head of the Halal Product Assurance Agency (BPJPH), emphasized that halal certification enhances product competitiveness, consumer trust, and sales performance.
- Certified halal products are perceived as higher quality, healthier, and cleaner, making them more attractive to both domestic and global consumers.
- Consumer behavior research shows that halal status ranks above taste and price when choosing products, positioning halal as a symbol of quality.
- BPJPH’s Public Communication Expert Staff, Fariza Y Irawadi, noted that halal certification accelerates the growth of MSMEs and the creative industry.
- BPJPH continues to strengthen halal certification services, including mentoring for small and medium enterprises (SMEs).
- The agency’s efforts align with Indonesia’s vision to become a global hub for the halal industry.
- Success stories from certified Indonesian products are being promoted to inspire more entrepreneurs to pursue halal certification.
- Halal certification is framed not only as regulatory compliance but also as a strategic economic tool for market expansion and brand differentiation.
Strategic Insights
Indonesia’s push to mainstream halal certification reflects a broader shift in global consumer values toward ethical, health-conscious, and transparent product sourcing. In this context, halal is no longer confined to religious observance—it has become a universal marker of quality assurance. For Indonesian businesses, especially MSMEs, halal certification offers a gateway to new markets, enhanced brand credibility, and increased consumer loyalty.
The strategic positioning of halal certification as a value-added proposition aligns with global trends in sustainable and inclusive commerce. As consumers increasingly seek products that reflect their values—be it health, hygiene, or ethical sourcing—halal-certified goods naturally rise in appeal. This opens up opportunities not only in Muslim-majority markets but also in regions where halal is synonymous with premium standards.
Indonesia’s ambition to become a global halal industry hub is both timely and feasible. With a large domestic base, supportive government infrastructure, and rising international demand, the country is well-positioned to lead in halal innovation, certification services, and export-ready products. BPJPH’s role in mentoring SMEs and promoting success stories is crucial in democratizing access to certification and ensuring that smaller players can compete on equal footing.
In the long term, halal certification could evolve into a cornerstone of Indonesia’s national branding strategy—one that blends cultural identity with economic resilience. By embedding halal standards into product development, marketing, and trade policy, Indonesia can carve out a distinctive niche in the global economy. This approach not only strengthens domestic industries but also fosters inclusive growth, empowering entrepreneurs across sectors to thrive in a values-driven marketplace.