The Malaysian Muslim consumer is youthful, curious and tech-savvy There are an estimated 1.9 billion Muslims in the world today, making up roughly 26% of the global population. One in four people adheres to a Muslim lifestyle and its religious practices, including adherence to Halal standards. Based on a State of the Global Islamic Economy Report 2021, spending by Muslim consumers is expected to reach US$2.4 trillion by 2024. Food spending alone is likely to account for over US$1 trillion of the total figure. The Muslim population in Asia is under 30 years old on average. The high internet coverage in Malaysia means many consumers are strongly influenced by social media and use it as their primary source of information. Social media channels have a proven impact on sales of global brands, particularly by tapping into aspirational lifestyle marketing through Halal events and campaigns.