Animetrics Research on Türkiye: What Muslim Consumers Know (and Don’t Know) About Animal Welfare in Halal Food Production

Halal food systems are central to Muslim life in Türkiye, shaping consumer trust, identity, and everyday choices. Certification is widely recognized, yet many consumers misunderstand how halal relates to the treatment of farmed animals. Animetrics’ 2026 study, “I Thought That Wasn’t Halal!”, explores these perceptions in depth. The research uncovers widespread misconceptions, limited awareness of industrial farming practices, and opportunities to align halal with compassion and humane treatment.

Consumer Perspectives

The study found that most Muslim consumers in Türkiye equate halal with ritual slaughter, hygiene, and purity. Few associated halal with the conditions animals face during their lives. Many assumed that halal automatically guarantees better welfare, believing animals are raised more naturally or compassionately.

When asked about specific practices such as confinement, overcrowding, or caging, respondents often insisted these “couldn’t be halal.” In reality, such methods are common in halal‑certified production. This contradiction highlights a significant knowledge gap between consumer expectations and industrial realities.

The research also revealed generational differences. Younger consumers expressed openness to narratives that connect halal with sustainability and mercy, seeing animal welfare as consistent with Islamic values. Older participants tended to emphasize ritual compliance, but even among them, there was discomfort when confronted with the realities of industrial farming. Another insight was the role of trust in certification. Many participants placed complete confidence in halal labels, assuming they covered welfare standards. This misplaced trust suggests that certification bodies and industry stakeholders have a responsibility to clarify what halal does and does not guarantee.

Recommendations

The report offers guidance for different audiences. For advocates, it calls for educational campaigns that explain what halal certification currently covers and expose industrial realities. It emphasizes framing animal welfare as a religious value, showing that compassion strengthens Islamic principles and encourages collaboration with religious leaders and community influencers to legitimize the message.

For funders, the study highlights the importance of supporting long-term outreach projects that connect halal with animal welfare. It suggests investing in youth‑focused initiatives, providing resources for cross‑regional campaigns, and encouraging capacity‑building programs for local NGOs to integrate halal and welfare narratives into their advocacy.

For researchers, the report recommends deeper studies on consumer misconceptions, mapping differences across demographics and regions, and exploring the intersection of halal, ethics, and sustainability. It calls for an investigation into communication strategies that resonate most effectively with Muslim audiences and urges researchers to share findings in accessible formats to inform advocates, policymakers, and the public.

For halal industry stakeholders, the study stresses the need for transparency in certification processes, clarifying what halal does and does not guarantee. It encourages integrating animal welfare standards into halal certification, engaging in dialogue with religious authorities, NGOs, and consumers to rebuild trust, and innovating by developing “halal plus welfare” labels that position products as both religiously compliant and ethically responsible. The report notes that consumer trust is shifting, with younger generations expecting halal to mean more than ritual compliance.

Conclusion

Animetrics’ halal study in Türkiye demonstrates that while misconceptions are widespread, opportunities for transformation are clear. Consumers want halal to reflect not only ritual compliance but also mercy, sustainability, and humane treatment. By reframing halal to include animal welfare, advocates, funders, researchers, and industry stakeholders can strengthen trust, align food systems with Islamic values, and inspire a more compassionate future. Addressing knowledge gaps and fostering dialogue will help reshape halal consumption in Türkiye, making it more consistent with both faith and humanity.