Understanding the Muslim Investor
Quantifying the market
Numerous studies and reports have been issued, including those mentioned below, each offering different indications of magnitude. Generally speaking, incomes in Muslim households tend to skew higher than the national average, though many homes consist of single incomes.
According to recent studies analyzing the American Muslim market:
- Thirty-five percent of American Muslims are converts or children of converts and 40% are aged 30 and younger. (Dinar Standard)
- Two-thirds of Muslim families make more than $50,000 a year. (Dinar Standard)
- A quarter of Muslim families make more than $100,000 a year. (Dinar Standard)
- The marketing firm JWT reported in 2007 that Muslim American consumers represented “a neglected market with huge potential for brands that are willing to connect with them.”
- A 2010 study by the advertising firm Ogilvy & Mather found that 86% of American Muslim consumers believe that American companies “need to make more of an effort to understand Muslim values,” and 98% of Muslim consumers feel American brands “don’t actively reach out to Muslim consumers.”
- Of those surveyed, 80% said they would “prefer to buy brands that support Muslim identity through promotion and celebration of religious festivals, for example.”
Additional research indicates that the American Muslim demographic will grow from 2.6 million in 2010 to 6.2 million by 2030. Currently, American Muslim households have $170 to $200 billion in spending power. This information, coupled with the data noted above, paints the picture of an untapped, undervalued and potentially powerful values-conscious consumer base.