Serving a changing shopper base 

Migration is expected to be the main driver of UK population growth over the coming years, creating demand for products, flavours and shopping experiences that reflect a more diverse population. Bradford offers a clear example of this shift, with 30.5% of the population identifying as Muslim in the 2021 Census, up from 24.7% in 2011. This has helped drive demand for specialist halal retailers while creating opportunities for grocery businesses that can serve increasingly diverse communities. 

Both Abu Bakr and Al Halal are rooted in serving Muslim communities, but their appeal extends much further. Shoppers visit for value, longer opening hours and specialist products not commonly found in mainstream supermarkets. Growing interest in global cuisines, combined with exposure to food content on social media, has encouraged more shoppers to experiment with different flavours at home. As a result, these retailers are attracting a broader customer base than their traditional core audience. 

Creating destinations beyond grocery 

One of the standout features at Abu Bakr's Batley flagship is its food to go offer. Alongside fresh groceries and a halal butchery, the store includes a dedicated counter serving curries, street food, savoury snacks and ready meals. A seating area encourages shoppers to extend their visit and positions the supermarket as more than a place to buy groceries. 

Abu Bakr also has built a particularly strong social media presence, with around 40k followers on both Instagram and TikTok and a growing WhatsApp community. Promotions, meal ideas, and new product launches help create regular touchpoints with shoppers. This approach feels particularly relevant for younger shoppers who increasingly discover products and food trends through social media. 

Fresh food as a point of difference 

Produce is one of the strongest reasons to visit both stores. Shoppers can find a wide selection of specialist fruit and vegetables that are difficult to source elsewhere, alongside fresh herbs and seasonal products reflecting the needs of local communities. At Al Halal, shoppers can also create their own mix from large self serve nut and dried fruit fixtures, adding a market style experience that is uncommon in larger grocery chains. 

The butchery departments are another major differentiator. Both stores feature substantial halal meat counters that act as focal points within the store. Large displays of fresh meat sit alongside extensive ranges of marinated and ready to cook options, helping shoppers save time while bringing restaurant inspired flavours into home cooking. The scale of these departments reinforces the importance of fresh food within the overall proposition. 

Global ranges meet value 

Frozen food plays an important role in both stores. Large pack formats and sharp pricing appeal to families and larger households, while Al Halal strengthens its offer through a dedicated Iceland range. Bulk packs of frozen foods, meat and grocery staples support value focused shopping missions and encourage shoppers to stock up. 

Ambient grocery provides an even clearer example of how these retailers are broadening their appeal. Traditional staples such as rice, lentils, spices, cooking oils and flour remain important, with many of these categories having brand activations.  

Both stores also stock viral East Asian products generating interest online. Melona ice bars, Buldak noodles, mochi, fruit teas, purple sweet potato snacks, coffee flavoured sweets and fruit shaped ice creams sit alongside South Asian grocery staples. This combination creates a destination for discovery and helps attract shoppers well beyond the stores' core customer base. 

Beyond food 

Both retailers dedicate significant space to non food products, with large household departments that sit separately from the main grocery areas. The dedicated household section includes homeware, cookware, serving dishes, kitchen essentials and catering products designed for larger households and family occasions. The scale of these departments helps position both stores as destinations for a broader shopping mission, allowing shoppers to pick up everything from groceries and fresh meat to cookware and cleaning products in a single trip. 

Lessons for mainstream retailers 

Abu Bakr and Al Halal show that halal supermarkets are no longer serving a single shopper group. Their success comes from combining cultural relevance with value, convenience and product discovery. They provide specialist products for core shoppers while also attracting customers looking for new flavours, inspiration and affordable grocery solutions. 

As the UK's population continues to diversify, mainstream retailers can learn from this approach. Understanding local communities, offering authentic global products and creating reasons to visit beyond the weekly shop will become increasingly important. These retailers demonstrate how specialist formats can broaden their customer base while remaining highly relevant to the communities that helped build their success.