Consumer Foodservice in Malaysia
Euromonitor International's Consumer Foodservice in Malaysia report examine stand-alone restaurants and eating establishments in which the consumer can freely choose to eat. The report looks at market trends by sector (cafes/bars, full-service restaurants, fast food, home delivery and street stalls). It profiles the leading companies in the market and analyses factors influencing eating out patterns. Forecasts illustrate how the market is set to change
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Tables: 108 | Publication date: Sep 2007
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- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
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Product coverage
Consumer foodservice by chained/independent; Consumer foodservice by type; Consumer foodservice by type and chained/independent
Executive summary
Changing lifestyles led by urbanisation and a busier population drive growth
In 2006, consumer foodservice witnessed another year of faster value growth largely due to changing lifestyles that encourage more eating out. The change in lifestyle was driven by rising urbanisation coupled with the busier and faster-paced lives led by Malaysians. Eating out became a more convenient option for the populace which increasingly enjoyed a more sophisticated and affluent lifestyle. The continued improvement in the standard of living of Malaysians further boosted the performance of the industry.
Within consumer foodservice itself, street stalls/kiosks clocked the strongest value growth at a double-digit rate in 2006, quite significantly ahead of other outlet formats. Street stalls/kiosks has been dynamic in terms of the more diverse product offering served towards 2006. While the outlet growth itself was not robust, the improvement in transaction volume and the higher pricing brought about by the more diverse food offering both helped to boost the value growth in 2006. With more Malaysians having busier lifestyle, street stalls/kiosks has offered them convenient, quick food which is also affordable.
Meal promotions and new menu launches heighten consumer interest
Major promotions, typically of set menus, as well as regular launches of new menus continued to whet consumers’ appetites in 2006. Although outlets growth in the industry remained modest, transaction volume growth continued to outpace outlets growth as more consumers are lured to the various outlets thanks to the active efforts made by foodservice operators. As consumers become more sophisticated and affluent, they are also increasingly open to more exotic dishes from around the world, thus providing the opportunity for different cuisines to be served in various foodservice outlets. Slight price increases to the food items as well as a degree of trading up from basic dishes to explore more expensive dishes not only ensured faster value growth in 2006, but also allowed value growth to stay ahead of outlets and transaction growth.
QSR Brands leads otherwise fragmented industry with a plethora of players
In Malaysia, consumer foodservice is highly fragmented, with numerous brands and companies and tens of thousands of outlets up to 2006 – most of which are independent operators. In this highly competitive macro industry, QSR Brands Sdn Bhd managed to remain the top player with its 549 outlets, thanks to its KFC, Pizza Hut and Rasa Ayamas brands. In fact, KFC was the top brand in the market up to 2006 in terms of outlets, transaction volume and value sales. KFC’s top position is due to its well-established brand name, extensive distribution network and its continuous marketing strategies such as audiovisual and print advertisements as well as new product developments up to 2006. Another significant factor is Malaysians’ affinity to chicken, with the majority of the population being Muslims who do not eat pork. Although several chicken fast food operators are present in Malaysia, KFC still came out on top in 2006.
Encouraging growth over the forecast period
Consumer foodservice is expected to perform slightly faster in the forecast period, driven by various reasons. Outlet growth and transaction volume growth are both expected to slow down, with the country already being quite well penetrated in terms of outlet presence. Instead, trading up to more sophisticated dishes will be the key to faster performance over the forecast period. The improved economy, growing tourist arrivals and greater acceptance of non-traditional dishes will all work in favour of industry growth. Visit Malaysia Year 2007 and the expansion of shopping malls will offer further opportunities for the consumer foodservice market in Malaysia.
Table of contents
CONSUMER FOODSERVICE IN MALAYSIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Changing lifestyles led by urbanisation and a busier population drive growth
Meal promotions and new menu launches heighten consumer interest
QSR Brands leads otherwise fragmented industry with a plethora of players
Encouraging growth over the forecast period
KEY TRENDS AND DEVELOPMENTS
More new items revolve around the health theme
Younger patrons of consumer foodservice outlets with higher spending power
Busier lifestyle due to urbanisation boosts demand for quick meal options
Proliferation of modern malls encourages more chains to open
Upcoming Visit Malaysia Year 2007 brings positive sentiment to the industry
PUBLISHED DATA COMPARISONS
MARKET DATA
Table 1 Units, Transactions and Value Sales in Consumer Foodservice: 2001-2006
Table 2 Units, Transactions and Value Sales in Consumer Foodservice: % Growth 2001-2006
Table 3 Consumer Foodservice by Independent Vs Chained Outlets: Units/Outlets 2006
Table 4 Consumer Foodservice by Eat in Vs Takeaway 2006
Table 5 Consumer Foodservice by Food Vs Drinks Split 2006
Table 6 Sales in Consumer Foodservice by Location 2001-2006
Table 7 Leading Chained Consumer Foodservice Brands by Number of Units 2006
Table 8 Chained Consumer Foodservice Company Shares 2002-2006
Table 9 Chained Consumer Foodservice Brand Shares 2003-2006
Table 10 Forecast Units, Transactions and Value Sales in Consumer Foodservice: 2006-2011
Table 11 Forecast Units, Transactions and Value Sales in Consumer Foodservice: % Growth 2006-2011
DEFINITIONS
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - MALAYSIA
BAKERS COTTAGE SDN BHD - CONSUMER FOODSERVICE - MALAYSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Bakers Cottage Sdn Bhd: Key Facts
Summary 3 Bakers Cottage Sdn Bhd: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 4 Bakers Cottage Sdn Bhd: Competitive Position 2006
NINETEEN O ONE SDN BHD - CONSUMER FOODSERVICE - MALAYSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Nineteen O One Sdn Bhd: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 6 Nineteen O One Sdn Bhd: Competitive Position 2006
SECRET RECIPE CAKES & CAFé SDN BHD - CONSUMER FOODSERVICE - MALAYSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Secret Recipe Cakes & Café Sdn Bhd: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 8 Secret Recipe Cakes & Café Sdn Bhd: Competitive Position 2006
SUSHI KING SDN BHD - CONSUMER FOODSERVICE - MALAYSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Sushi King Sdn Bhd: Key Facts
Summary 10 Sushi King Sdn Bhd: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 11 Sushi King Sdn Bhd: Competitive Position 2006
TAI THONG GROUP OF RESTAURANTS - CONSUMER FOODSERVICE - MALAYSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Tai Thong Group of Restaurants: Key Facts
Summary 13 Tai Thong Group of Restaurants: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 14 Tai Thong Group of Restaurants: Competitive Position 2006
CAFéS/BARS IN MALAYSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 12 Cafés/Bars by Subsector: Units/Outlets 2001-2006
Table 13 Cafés/Bars by Subsector: Transactions 2001-2006
Table 14 Cafés/Bars by Subsector: Foodservice Value 2001-2006
Table 15 Cafés/Bars by Subsector: % Volume Growth 2001-2006
Table 16 Cafés/Bars by Subsector: % Transaction Growth 2001-2006
Table 17 Cafés/Bars by Subsector: % Foodservice Value Growth 2001-2006
Table 18 Global Brand Owner Shares of Chained Cafés/Bars 2002-2006
Table 19 Brand Shares of Chained Cafés/Bars 2003-2006
Table 20 Forecast Sales in Cafés/Bars by Subsector: Units/Outlets 2006-2011
Table 21 Forecast Sales in Cafés/Bars by Subsector: Transactions 2006-2011
Table 22 Forecast Sales in Cafés/Bars by Subsector: Foodservice Value 2006-2011
Table 23 Forecast Sales in Cafés/Bars by Subsector: % Volume Growth 2006-2011
Table 24 Forecast Sales in Cafés/Bars by Subsector: % Transaction Growth 2006-2011
Table 25 Forecast Sales in Cafés/Bars by Subsector: % Foodservice Value Growth 2006-2011
FULL-SERVICE RESTAURANTS IN MALAYSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 26 FSR by Subsector: Units/Outlets 2001-2006
Table 27 FSR by Subsector: Transactions 2001-2006
Table 28 FSR by Subsector: Foodservice Value 2001-2006
Table 29 FSR by Subsector: % Volume Growth 2001-2006
Table 30 FSR by Subsector: % Transaction Growth 2001-2006
Table 31 FSR by Subsector: % Foodservice Value Growth 2001-2006
Table 32 Global Brand Owner Shares of Chained FSR 2002-2006
Table 33 Brand Shares of Chained FSR 2003-2006
Table 34 Forecast Sales in FSR by Subsector: Units/Outlets 2006-2011
Table 35 Forecast Sales in FSR by Subsector: Transactions 2006-2011
Table 36 Forecast Sales in FSR by Subsector: Foodservice Value 2006-2011
Table 37 Forecast Sales in FSR by Subsector: % Volume Growth 2006-2011
Table 38 Forecast Sales in FSR by Subsector: % Transaction Growth 2006-2011
Table 39 Forecast Sales in FSR by Subsector: % Foodservice Value Growth 2006-2011
FAST FOOD IN MALAYSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 40 Fast Food by Subsector: Units/Outlets 2001-2006
Table 41 Fast Food by Subsector: Transactions 2001-2006
Table 42 Fast Food by Subsector: Foodservice Value 2001-2006
Table 43 Fast Food by Subsector: % Volume Growth 2001-2006
Table 44 Fast Food by Subsector: % Transaction Growth 2001-2006
Table 45 Fast Food by Subsector: % Foodservice Value Growth 2001-2006
Table 46 Sales of Bakery Products Fast Food by Type 2006
Table 47 Global Brand Owner Shares of Chained Fast Food 2002-2006
Table 48 Brand Shares of Chained Fast Food 2003-2006
Table 49 Forecast Sales in Fast Food by Subsector: Units/Outlets 2006-2011
Table 50 Forecast Sales in Fast Food by Subsector: Transactions 2006-2011
Table 51 Forecast Sales in Fast Food by Subsector: Foodservice Value 2006-2011
Table 52 Forecast Sales in Fast Food by Subsector: % Volume Growth 2006-2011
Table 53 Forecast Sales in Fast Food by Subsector: % Transaction Growth 2006-2011
Table 54 Forecast Sales in Fast Food by Subsector: % Foodservice Value Growth 2006-2011
100% HOME DELIVERY/TAKEAWAY IN MALAYSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 55 100% Home Delivery/Takeaway by Subsector: Units/Outlets 2001-2006
Table 56 100% Home Delivery/Takeaway by Subsector: Transactions 2001-2006
Table 57 100% Home Delivery/Takeaway by Subsector: Foodservice Value 2001-2006
Table 58 100% Home Delivery/Takeaway by Subsector: % Volume Growth 2001-2006
Table 59 100% Home Delivery/Takeaway by Subsector: % Transaction Growth 2001-2006
Table 60 100% Home Delivery/Takeaway by Subsector: % Foodservice Value Growth 2001-2006
Table 61 Global Brand Owner Shares of Chained 100% Home Delivery/Takeaway 2002-2006
Table 62 Brand Shares of Chained 100% Home Delivery/Takeaway 2003-2006
Table 63 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: Units/Outlets 2006-2011
Table 64 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: Transactions 2006-2011
Table 65 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: Foodservice Value 2006-2011
Table 66 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: % Volume Growth 2006-2011
Table 67 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: % Transaction Growth 2006-2011
Table 68 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: % Foodservice Value Growth 2006-2011
SELF-SERVICE CAFETERIAS IN MALAYSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 69 Self-service Cafeterias by Subsector: Units/Outlets 2001-2006
Table 70 Self-service Cafeterias by Subsector: Transactions 2001-2006
Table 71 Self-service Cafeterias by Subsector: Foodservice Value 2001-2006
Table 72 Self-service Cafeterias by Subsector: % Volume Growth 2001-2006
Table 73 Self-service Cafeterias by Subsector: % Transaction Growth 2001-2006
Table 74 Self-service Cafeterias by Subsector: % Foodservice Value Growth 2001-2006
Table 75 Forecast Sales in Self-service Cafeterias by Subsector: Units/Outlets 2006-2011
Table 76 Forecast Sales in Self-service Cafeterias by Subsector: Transactions 2006-2011
Table 77 Forecast Sales in Self-service Cafeterias by Subsector: Foodservice Value 2006-2011
Table 78 Forecast Sales in Self-service Cafeterias by Subsector: % Volume Growth 2006-2011
Table 79 Forecast Sales in Self-service Cafeterias by Subsector: % Transaction Growth 2006-2011
Table 80 Forecast Sales in Self-service Cafeterias by Subsector: % Foodservice Value Growth 2006-2011
STREET STALLS/KIOSKS IN MALAYSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 81 Street Stalls/Kiosks by Subsector: Units/Outlets 2001-2006
Table 82 Street Stalls/Kiosks by Subsector: Transactions 2001-2006
Table 83 Street Stalls/Kiosks by Subsector: Foodservice Value 2001-2006
Table 84 Street Stalls/Kiosks by Subsector: % Volume Growth 2001-2006
Table 85 Street Stalls/Kiosks by Subsector: % Transaction Growth 2001-2006
Table 86 Street Stalls/Kiosks by Subsector: % Foodservice Value Growth 2001-2006
Table 87 Global Brand Owner Shares of Chained Street Stalls/Kiosks 2002-2006
Table 88 Brand Shares of Chained Street Stalls/Kiosks 2003-2006
Table 89 Forecast Sales in Street Stalls/Kiosks by Subsector: Units/Outlets 2006-2011
Table 90 Forecast Sales in Street Stalls/Kiosks by Subsector: Transactions 2006-2011
Table 91 Forecast Sales in Street Stalls/Kiosks by Subsector: Foodservice Value 2006-2011
Table 92 Forecast Sales in Street Stalls/Kiosks by Subsector: % Volume Growth 2006-2011
Table 93 Forecast Sales in Street Stalls/Kiosks by Subsector: % Transaction Growth 2006-2011
Table 94 Forecast Sales in Street Stalls/Kiosks by Subsector: % Foodservice Value Growth 2006-2011