The Oxford Global Islamic Branding and Marketing Forum is a two-day forum that brings together over 250 business leaders, branding and marketing experts and thought leaders to discuss and understand the key issues that face the growth of the Muslim market. According to the Pew Research Center a comprehensive demographic study (Mapping the Global Muslim Population) of more than 200 countries finds that there are 1.57 billion Muslims of all ages living in the world today, representing 23% of an estimated 2009 world population of 6.8 billion. Not only is the Muslim population a significant percentage of the global population but AT Kearney also point out that the market for sharia compliant products or services – that is products and services that confirm to Islamic Law – totals US$2trillion annually and is growing rapidly. As Muslim countries develop, there is an expressed need to develop and market their own brands to the rest of the world. Additionally, there is massive interest amongst non-Muslim companies in how to enter and penetrate this global market, which spans many industries, including finance, food and beverage, cosmetics, healthcare, pharmaceuticals, logistics, tourism, fashion, and others.