Ogilvy Noor (“Noor” means “light” in Arabic) has just published a study titled “Brands, Islam and the New Muslim Consumer” that found that Lipton, Nestle, and Kraft are among the brands with most appeal to Muslims.

The study defines the “‘new’ Muslim consumer” as educated, savvy, younger Muslims “who are quantifiably different in their world views, attitudes and expectations from the generations before them.” Forty-five percent of this group believe that “‘religion should be adapted to suit individual lifestyles.” Twenty-seven percent also said “protecting Islamic values from Western lifestyle and media influence” is important.

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