Malaysia

With consumers having returned to normal, busy lifestyles and COVID-19 related restrictions having been lifted, dining out was once again a popular option for consumers in 2023. In the midst of hectic schedules, consumers only cooked at home…

With production of USD967 billion, Asia Pacific was the largest rubber and plastic producer globally in 2020. Regional production of rubber and plastic products remains highly concentrated in China, Japan and South Korea. Over 2021-2030, Asia Pacific…

Wine-based RTDs was the most dynamic category in total volume terms in 2022. This was a turnaround in fortunes for a category which was in decline even before the pandemic. The category benefited from the lifting of restrictions on bars/pubs and…

Fountain sales and on-trade volume growth are supported in RTD tea, in part due to the expansion of hotels in Malaysia, such as the Hyatt Place Kuala Lumpur, INNSiDE by Meliá Kuala Lumpur, and Courtyard by Marriott Melaka. It has become the norm for…

RTD coffee is seeing fairly stable, albeit low, volume sales in both on-trade and off-trade terms. This is supported by the popularity of coffee in the country overall, with reports in mid-to-late 2023 citing Malaysia as ranked third in Asia Pacific…

Retail sales of rice saw continued growth in volume terms in 2023. This was in spite of the rising price of imported rice, thanks to the depreciation of the local currency, the ringgit, and disruptions to the global supply chain. Malaysia imports a…

We note a trend towards premiumisation in retail tissue in 2023 in Malaysia. This is evidenced by Vinda Deluxe (Vinda Malaysia Sdn Bhd) continuing to grow its share. This player uses strong marketing and promotional campaigns across online platforms,…

Following reopened borders and lifted restrictions in 2022, Malaysia's retail sector witnessed a surge in consumer revenge spending throughout the year. However, starting from the second quarter of 2023, the trend showed signs of decline as consumer…

Celebrating its first year in the Malaysian market, TikTok Shop has become the fastest-growing emerging e-commerce player in Southeast Asia, operating as an online marketplace within the TikTok video-sharing platform. The player attributes its…

The ageing population in Malaysia acted as a key driver of growth in retail adult incontinence in 2023. We also note that Rx/reimbursement adult incontinence is not relevant in the country, which further supports growth in a retail sense.

Post-pandemic the demand for refrigeration appliances has dropped in Malaysia, largely thanks to the decrease in purchases of freestanding fridge freezers, a segment that had previously seen significant growth. The decrease was a result of a…

With a turnover of USD365.8 billion in 2021, Asia Pacific was the world’s second largest region for recreation, entertainment and arts. Over the next decade, the region’s entertainment industry is poised to grow at the fastest rate, nearly closing…

Growth in packaging demand accelerated sharply in ready meals during 2020. COVID-19 led to consumers spending more time at home, while foodservice outlets were forced to close for an extended period. In this context, demand for ready meals grew as an…

Retail volume sales of processed meat, seafood and alternatives saw modest growth in 2023, continuing the trend of the previous year. Products such as chilled processed meat have a low level of demand in Malaysia, due to an overwhelming consumer…

Chilled processed meat is only packaged in flexible plastic in Malaysia. This encompasses a variety of formats, including hermetically sealed packs, flow wraps, overwraps and other non-stand-up pouch materials. Flexible plastic offers a significant…

Metal food cans remain the dominant pack type for shelf stable fruit and vegetables in Malaysia. This dominance, extending to products like beans, fruits and tomatoes, has persisted for years, with no changes seen in 2023. The primary reason behind…

As processed fruit and vegetables are commonly used ingredients in foodservice, the continued recovery of foodservice industry in 2023 had a positive impact on demand. Indeed foodservice volumes grew much faster than their retail counterparts, thanks…

Premium beauty and personal care continued to flourish in Malaysia in 2023, with the fuller return to in-person and the increase in inbound tourism helping to fuel growth. Premium skin care was one of the top performers as sales rose rapidly, thanks…

Value sales of premium and luxury cars are set to rise by 5% in current terms to total MYR13.4 billion in 2023. Growth is being supported by elevated demand from more affluent consumers who are continuing to invest in new vehicles despite the…

Despite increased competition from other payment methods, pre-paid cards retains the potential for growth as Malaysia continues to shift towards a cashless society. With the use of cash in long-term decline, a trend accelerated by the Coronavirus…

Portable players is dominated by wireless speakers, with portable multimedia players accounting for most of the remainder. Compact, portable and affordable, as well as being compatible with “on-the-go” lifestyles, wireless speakers are rapidly…

Overall polishes maintained growth in retail volume and current value terms in 2023, with increases seen across all categories. However, lifestyle and fashion trends continued to militate against the development of polishes. For instance, younger…

Brick liquid cartons’ dominance can be attributed to both product functionality and consumer preferences. They offer excellent protection for plant-based milk. The multi-layered structure provides a barrier against light and air exposure, both of…

“Other” plant-based milk is projected to continue to see dynamic retail volume and current value and foodservice volume growth to continue to gain on soy drinks over 2023. “Other” plant-based milk is increasingly present on menus in foodservice…

In 2021, Asia Pacific ranked first globally in terms of production output of pharmaceuticals and medical equipment, with a turnover of USD857 billion. Over 2021-2030, the region is expected to record the fastest production growth globally,…

Pet products is set to maintain solid current value growth in Malaysia in 2024, with growth across all categories. However, cat litter is expected to see by far the strongest increase. The cat population continued to rise in 2023, and this trend is…

Pet care saw solid retail current value growth in Malaysia in 2023, with this trend set to continue in 2024. Improved GDP growth, a subsiding inflation rate, and stable disposable incomes have helped to sustain growth for pet food and pet products in…

Further strides have been made in tackling corruption, but government integrity has dropped, leading to deteriorating economic freedom. Although economic growth slowed markedly, it remains solid and is leading to jobs creation, helping to control…

Personal luxury is set to see current value growth of 11% in 2023 to reach MYR8.4 billion, supported by strong performances from leading brand providers, such as Louis Vuitton Malaysia Sdn Bhd, Hermes Retail (M) Sdn Bhd and Richemont Luxury Malaysia…

Oral care appliances continued dominate retail volume sales of personal care appliances in Malaysia in 2023 and also posted the most dynamic growth. Heightened hygiene awareness, a by-product of the pandemic's influence, has seen many consumers…

Since pandemic restrictions were lifted there has been a general uptick in sales across all categories of personal accessories, with this pattern continuing into 2023. The reopening of Malaysia’s borders has seen the return of international tourism,…

Despite the fact that fears surrounding COVID-19 had largely subsided by 2023, many parents remained concerned about their children’s health, and as such, showed a willingness to invest in preventative health solutions. For example, paediatric…

In 2022, sustainable packaging was gaining traction across industries in Malaysia. As an illustration, 10 fmcg companies united under the Malaysian Recycling Alliance (MAREA), committing themselves to recycling 5,000 tonnes of plastic waste by the…

After several years of minor growth, overall other pet food is set to see static retail volume sales in Malaysia in 2024, along with insignificant current value growth. The category dragging down overall sales growth has been (and is expected to…

Overall other hot drinks saw off-trade unit prices rise rapidly for the second consecutive year in 2023. This was attributable to the price volatility of key raw materials that Malaysia is import-reliant on – that is, wheat, cocoa, sugar and dairy…

Condensed and evaporated milk is expected to maintain its dominance in retail volume and current value terms to shape the category in 2023. The average retail current unit price of condensed and evaporated milk is predicted to spike over 2023. The…

Oral care in Malaysia continued to see growth and development in 2023. Value growth was in part driven by the preventive health trend and in part by premiumisation. Malaysians continued to maintain basic personal hygiene routines, supporting further…

An increasing of smokers looked to quit the habit in 2023 and as such, retail volume sales of NRT smoking cessation aids continued to see strong growth as a result. The Malaysian government also continued to with its efforts to raise awareness of the…

Sales in nappies/diapers/pants in Malaysia were driven by the performance of disposable pants in 2023. Such products are seen as the most convenient option, as they are easy to change and suitable for active babies and small children. Notably, the…

As the market reopened after the COVID-19 pandemic, all mobility categories rebounded strongly in 2022. Continued growth is forecast over 2022-2027, as Malaysia’s economy grows. SUVs and crossovers have outperformed other light vehicle categories,…

Mobile phones continued to account for the highest proportion of retail value sales of consumer electronics in 2023. Smartphones are playing an increasingly important role in the daily lives of local consumers, thanks to the shift towards a cashless…

The Malaysian market for microwaves saw a decline in retail volume sales in 2023, continuing from 2022’s dip that followed a period of growth from 2019 to 2021. The decline is partly due to a reduced need for new or replacement microwaves after a…

Menswear saw another year of healthy growth in current value terms in 2023, with sales exceeding pre-pandemic levels. The return of Malaysians to their physical offices supported demand in a number of product areas, with items such as men’s suits,…

Standard towels maintained their popularity in menstrual care in Malaysia in 2023, thanks to their affordable prices and good protection. Despite the rise in demand for added-value options in tissue and hygiene (eg eco-friendly products, etc.),…

Men’s grooming in Malaysia registered strong growth in current value terms in 2023, with volume sales also on the up. This was driven in large part the greater attention men are paying to their appearance and overall wellbeing, particularly in the…

This Megatrends report highlights long-term trends resulting from shifts in consumer values and behaviour. It provides a summary of each of Euromonitor International’s 10 focus megatrends and insights as to how each trend has manifested in Malaysia.

While metal food cans remained the most significant pack type in unit volume terms in 2023, folding cartons, the second most widely used packaging format, continued to gain share in overall meals and soups in this year. Folding cartons are used for a…

Around the world, a rising number of consumers are looking to cut down on their consumption of meat due to concerns about health, the environment and animal welfare, and manufacturers are increasingly targeting this trend with new product…

Mass skin care in Malaysia posted strong growth in 2023, with current value sales rising at a robust rate. Development and innovation were often centred around breakthrough ingredients claimed to provide superior efficacy, such as glutathione,…

Population expansion, higher birth rates, large youth cohort, migration and urbanisation continue to shape Malaysia’s demographic landscape. Cultural inclination to save and budget influence consumer spending patterns, while expanding middle class…