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.
Buy online to access strategic market analysis and an interactive statistical database of foodservice value market size, company and brand shares and number of outlets and transactions.
Tables: 174 | Publication date: Oct 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Consumer foodservice by chained/independent; Consumer foodservice by location; Consumer foodservice by type; Consumer foodservice by type and chained/independent
Executive summary
Consumer foodservice growth showed a faster pace in 2007
The consumer foodservice industry in Malaysia achieved a better performance in value growth terms in 2007. This was largely due to the aggressive launch of the Visit Malaysia Year 2007 campaign by the government as well the expansion of shopping malls and supermarkets/hypermarkets towards the end of the review period. In addition, with stronger purchasing power and a higher standard of living, eating away from home has contributed to the growth of the consumer foodservice market. This has created a greater competitive edge to the consumer foodservice market in Malaysia as operators look to provide the best service for consumers.
Franchising strategy boosting the growth in foodservice
In Malaysia, franchising is becoming a very well-known concept. It is seen as a great business to operate in and Malaysian consumer foodservice operators are looking towards such services and franchising as a way to diversify their operations. Initially, franchising in Malaysia was associated with foreign-owned brands like McDonald’s and Pizza Hut. Starting from the middle of review period, the growth of the local franchise industry was becoming very marked in the market. Foodservice operators such as White Café or Secret Recipe Cakes & Café are using this as a strategy to expand their brand in the market. As a result, franchising is seen as an area with strong growth potential.
Local brands expand rapidly to intensify competition
Local brands such as Secret Recipe Cakes & Café and Old Town White Coffee are increasingly popular in the Malaysian market. This development has intensified the competition between local and multinational brands in the market. While widely recognised brands such as KFC, McDonald’s and Starbucks continue to see positive results due to their well-established presence and active promotional campaigns, several Malaysian local brands have proved to be worthy competitors as well. The net impact was a more vibrant foodservice industry in Malaysia in 2007.
Retail location increasingly popular with the developments in retailing
With the expansion of shopping malls as well as supermarkets/hypermarkets in Malaysia over the review period, consumers have been spending more time in retail outlets. The expansion of shopping malls and supermarkets/hypermarkets has provided more room to sustain the expansion of consumer foodservice outlets. Retail locations such as shopping malls have proved to be the most efficient in providing diverse products and services to consumers within the same building. As a result, retail locations were increasingly popular at the end of the review period.
Stronger performance expected in Malaysian consumer foodservice
Consumer foodservice in Malaysia is expected to perform even more strongly over the forecast period in value terms. However, both outlet growth and transaction volume growth are expected to slow down as outlet penetration is already quite high, limiting further growth prospects. However, value growth is likely to be boosted by more diverse, higher-priced menu offerings. In addition, it is expected that trading up to more sophisticated dishes and more gourmet eating experiences will be the key to a faster performance over the forecast period.
Table of contents
CONSUMER FOODSERVICE IN MALAYSIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Consumer foodservice growth showed a faster pace in 2007
Franchising strategy boosting the growth in foodservice
Local brands expand rapidly to intensify competition
Retail location increasingly popular with the developments in retailing
Stronger performance expected in Malaysian consumer foodservice
KEY TRENDS AND DEVELOPMENTS
Local franchising as a growth strategy and a way to expand a business
Firmer steps by the government to encourage healthier eating out habits
Better service provided to increase transaction growth
More gourmet eating experience heightening consumer interest
Chains from neighbouring countries and local operators increase competition
MARKET DATA
Table 1 Units, Transactions and Value Sales in Consumer Foodservice: 2002-2007
Table 2 Units, Transactions and Value Sales in Consumer Foodservice: % Growth 2002-2007
Table 3 Consumer Foodservice by Independent Vs Chained Outlets: Units/Outlets 2007
Table 4 Consumer Foodservice by Eat in Vs Takeaway 2007
Table 5 Consumer Foodservice by Food Vs Drinks Split 2007
Table 6 Sales in Consumer Foodservice by Location 2002-2007
Table 7 Leading Chained Consumer Foodservice Brands by Number of Units 2007
Table 8 Chained Consumer Foodservice Company Shares 2003-2007
Table 9 Chained Consumer Foodservice Brand Shares 2004-2007
Table 10 Forecast Units, Transactions and Value Sales in Consumer Foodservice: 2007-2012
Table 11 Forecast Units, Transactions and Value Sales in Consumer Foodservice: % Growth 2007-2012
APPENDIX
Published Data Comparisons
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - MALAYSIA
MARRYBROWN FRIED CHICKEN SDN BHD - CONSUMER FOODSERVICE - MALAYSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Marrybrown Fried Chicken Sdn Bhd: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 3 Marrybrown Fried Chicken Sdn Bhd: Competitive Position 2007
PASTAMATRIX - CONSUMER FOODSERVICE - MALAYSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 4 PastaMatrix (M) Sdn Bhd: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
SECRET RECIPE CAKES & CAFé SDN BHD - CONSUMER FOODSERVICE - MALAYSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Secret Recipe Cakes & Café Sdn Bhd: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 6 Secret Recipe Cakes & Café Sdn Bhd: Competitive Position 2007
TCRS RESTAURANTS SDN BHD - CONSUMER FOODSERVICE - MALAYSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 7 TCRS Restaurants Sdn Bhd: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 8 TCRS Restaurants Sdn Bhd: Competitive Position 2007
WHITE CAFé SDN BHD - CONSUMER FOODSERVICE - MALAYSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 9 White Café Sdn Bhd: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 10 White Café Sdn Bhd: Competitive Position 2007
CONSUMER FOODSERVICE BY LOCATION IN MALAYSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 12 Consumer Foodservice Sales by Location: Units/Outlets 2002-2007
Table 13 Consumer Foodservice Sales by Location: Transactions 2002-2007
Table 14 Consumer Foodservice Sales by Location: Foodservice Value 2002-2007
Table 15 Consumer Foodservice Sales by Location: % Volume Growth 2002-2007
Table 16 Consumer Foodservice Sales by Location: % Transaction Growth 2002-2007
Table 17 Consumer Foodservice Sales by Location: % Foodservice Value Growth 2002-2007
Table 18 Consumer Foodservice Sales through Standalone: Units/Outlets 2002-2007
Table 19 Consumer Foodservice Sales through Standalone: Transactions 2002-2007
Table 20 Consumer Foodservice Sales through Standalone: Foodservice Value 2002-2007
Table 21 Consumer Foodservice Sales through Standalone: % Volume Growth 2002-2007
Table 22 Consumer Foodservice Sales through Standalone: % Transaction Growth 2002-2007
Table 23 Consumer Foodservice Sales through Standalone: % Foodservice Value Growth 2002-2007
Table 24 Consumer Foodservice Sales through Leisure: Units/Outlets 2002-2007
Table 25 Consumer Foodservice Sales through Leisure: Transactions 2002-2007
Table 26 Consumer Foodservice Sales through Leisure: Foodservice Value 2002-2007
Table 27 Consumer Foodservice Sales through Leisure: % Volume Growth 2002-2007
Table 28 Consumer Foodservice Sales through Leisure: % Transaction Growth 2002-2007
Table 29 Consumer Foodservice Sales through Leisure: % Foodservice Value Growth 2002-2007
Table 30 Consumer Foodservice Sales through Retail: Units/Outlets 2002-2007
Table 31 Consumer Foodservice Sales through Retail: Transactions 2002-2007
Table 32 Consumer Foodservice Sales through Retail: Foodservice Value 2002-2007
Table 33 Consumer Foodservice Sales through Retail: % Volume Growth 2002-2007
Table 34 Consumer Foodservice Sales through Retail: % Transaction Growth 2002-2007
Table 35 Consumer Foodservice Sales through Retail: % Foodservice Value Growth 2002-2007
Table 36 Consumer Foodservice Sales through Lodging: Units/Outlets 2002-2007
Table 37 Consumer Foodservice Sales through Lodging: Transactions 2002-2007
Table 38 Consumer Foodservice Sales through Lodging: Foodservice Value 2002-2007
Table 39 Consumer Foodservice Sales through Lodging: % Volume Growth 2002-2007
Table 40 Consumer Foodservice Sales through Lodging: % Transaction Growth 2002-2007
Table 41 Consumer Foodservice Sales through Lodging: % Foodservice Value Growth 2002-2007
Table 42 Consumer Foodservice Sales through Travel: Units/Outlets 2002-2007
Table 43 Consumer Foodservice Sales through Travel: Transactions 2002-2007
Table 44 Consumer Foodservice Sales through Travel: Foodservice Value 2002-2007
Table 45 Consumer Foodservice Sales through Travel: % Volume Growth 2002-2007
Table 46 Consumer Foodservice Sales through Travel: % Transaction Growth 2002-2007
Table 47 Consumer Foodservice Sales through Travel: % Foodservice Value Growth 2002-2007
Table 48 Forecast Consumer Foodservice Sales by Location: Units/Outlets 2007-2012
Table 49 Forecast Consumer Foodservice Sales by Location: Transactions 2007-2012
Table 50 Forecast Consumer Foodservice Sales by Location: Foodservice Value 2007-2012
Table 51 Forecast Consumer Foodservice Sales by Location: % Volume Growth 2007-2012
Table 52 Forecast Consumer Foodservice Sales by Location: % Transaction Growth 2007-2012
Table 53 Forecast Consumer Foodservice Sales by Location: % Foodservice Value Growth 2007-2012
Table 54 Forecast Consumer Foodservice Sales through Standalone: Units/Outlets 2007-2012
Table 55 Forecast Consumer Foodservice Sales through Standalone: Transactions 2007-2012
Table 56 Forecast Consumer Foodservice Sales through Standalone: Foodservice Value 2007-2012
Table 57 Forecast Consumer Foodservice Sales through Standalone: % Volume Growth 2007-2012
Table 58 Forecast Consumer Foodservice Sales through Standalone: % Transaction Growth 2007-2012
Table 59 Forecast Consumer Foodservice Sales through Standalone: % Foodservice Value Growth 2007-2012
Table 60 Forecast Consumer Foodservice Sales through Leisure: Units/Outlets 2007-2012
Table 61 Forecast Consumer Foodservice Sales through Leisure: Transactions 2007-2012
Table 62 Forecast Consumer Foodservice Sales through Leisure: Foodservice Value 2007-2012
Table 63 Forecast Consumer Foodservice Sales through Leisure: % Volume Growth 2007-2012
Table 64 Forecast Consumer Foodservice Sales through Leisure: % Transaction Growth 2007-2012
Table 65 Forecast Consumer Foodservice Sales through Leisure: % Foodservice Value Growth 2007-2012
Table 66 Forecast Consumer Foodservice Sales through Retail: Units/Outlets 2007-2012
Table 67 Forecast Consumer Foodservice Sales through Retail: Transactions 2007-2012
Table 68 Forecast Consumer Foodservice Sales through Retail: Foodservice Value 2007-2012
Table 69 Forecast Consumer Foodservice Sales through Retail: % Volume Growth 2007-2012
Table 70 Forecast Consumer Foodservice Sales through Retail: % Transaction Growth 2007-2012
Table 71 Forecast Consumer Foodservice Sales through Retail: % Foodservice Value Growth 2007-2012
Table 72 Forecast Consumer Foodservice Sales through Lodging: Units/Outlets 2007-2012
Table 73 Forecast Consumer Foodservice Sales through Lodging: Transactions 2007-2012
Table 74 Forecast Consumer Foodservice Sales through Lodging: Foodservice Value 2007-2012
Table 75 Forecast Consumer Foodservice Sales through Lodging: % Volume Growth 2007-2012
Table 76 Forecast Consumer Foodservice Sales through Lodging: % Transaction Growth 2007-2012
Table 77 Forecast Consumer Foodservice Sales through Lodging: % Foodservice Value Growth 2007-2012
Table 78 Forecast Consumer Foodservice Sales through Travel: Units/Outlets 2007-2012
Table 79 Forecast Consumer Foodservice Sales through Travel: Transactions 2007-2012
Table 80 Forecast Consumer Foodservice Sales through Travel: Foodservice Value 2007-2012
Table 81 Forecast Consumer Foodservice Sales through Travel: % Volume Growth 2007-2012
Table 82 Forecast Consumer Foodservice Sales through Travel: % Transaction Growth 2007-2012
Table 83 Forecast Consumer Foodservice Sales through Travel: % Foodservice Value Growth 2007-2012
CAFéS/BARS IN MALAYSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 84 Cafés/Bars by Subsector: Units/Outlets 2002-2007
Table 85 Cafés/Bars by Subsector: Transactions 2002-2007
Table 86 Cafés/Bars by Subsector: Foodservice Value 2002-2007
Table 87 Cafés/Bars by Subsector: % Volume Growth 2002-2007
Table 88 Cafés/Bars by Subsector: % Transaction Growth 2002-2007
Table 89 Cafés/Bars by Subsector: % Foodservice Value Growth 2002-2007
Table 90 Global Brand Owner Shares of Chained Cafés/Bars 2003-2007
Table 91 Brand Shares of Chained Cafés/Bars 2004-2007
Table 92 Forecast Sales in Cafés/Bars by Subsector: Units/Outlets 2007-2012
Table 93 Forecast Sales in Cafés/Bars by Subsector: Transactions 2007-2012
Table 94 Forecast Sales in Cafés/Bars by Subsector: Foodservice Value 2007-2012
Table 95 Forecast Sales in Cafés/Bars by Subsector: % Volume Growth 2007-2012
Table 96 Forecast Sales in Cafés/Bars by Subsector: % Transaction Growth 2007-2012
Table 97 Forecast Sales in Cafés/Bars by Subsector: % Foodservice Value Growth 2007-2012
FULL-SERVICE RESTAURANTS IN MALAYSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 98 FSR by Subsector: Units/Outlets 2002-2007
Table 99 FSR by Subsector: Transactions 2002-2007
Table 100 FSR by Subsector: Foodservice Value 2002-2007
Table 101 FSR by Subsector: % Volume Growth 2002-2007
Table 102 FSR by Subsector: % Transaction Growth 2002-2007
Table 103 FSR by Subsector: % Foodservice Value Growth 2002-2007
Table 104 Global Brand Owner Shares of Chained FSR 2003-2007
Table 105 Brand Shares of Chained FSR 2004-2007
Table 106 Forecast Sales in FSR by Subsector: Units/Outlets 2007-2012
Table 107 Forecast Sales in FSR by Subsector: Transactions 2007-2012
Table 108 Forecast Sales in FSR by Subsector: Foodservice Value 2007-2012
Table 109 Forecast Sales in FSR by Subsector: % Volume Growth 2007-2012
Table 110 Forecast Sales in FSR by Subsector: % Transaction Growth 2007-2012
Table 111 Forecast Sales in FSR by Subsector: % Foodservice Value Growth 2007-2012
FAST FOOD IN MALAYSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 112 Fast Food by Subsector: Units/Outlets 2002-2007
Table 113 Fast Food by Subsector: Transactions 2002-2007
Table 114 Fast Food by Subsector: Foodservice Value 2002-2007
Table 115 Fast Food by Subsector: % Volume Growth 2002-2007
Table 116 Fast Food by Subsector: % Transaction Growth 2002-2007
Table 117 Fast Food by Subsector: % Foodservice Value Growth 2002-2007
Table 118 Sales of Bakery Products Fast Food by Type 2006-2007
Table 119 Global Brand Owner Shares of Chained Fast Food 2003-2007
Table 120 Brand Shares of Chained Fast Food 2004-2007
Table 121 Forecast Sales in Fast Food by Subsector: Units/Outlets 2007-2012
Table 122 Forecast Sales in Fast Food by Subsector: Transactions 2007-2012
Table 123 Forecast Sales in Fast Food by Subsector: Foodservice Value 2007-2012
Table 124 Forecast Sales in Fast Food by Subsector: % Volume Growth 2007-2012
Table 125 Forecast Sales in Fast Food by Subsector: % Transaction Growth 2007-2012
Table 126 Forecast Sales in Fast Food by Subsector: % Foodservice Value Growth 2007-2012
100% HOME DELIVERY/TAKEAWAY IN MALAYSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 127 100% Home Delivery/Takeaway by Subsector: Units/Outlets 2002-2007
Table 128 100% Home Delivery/Takeaway by Subsector: Transactions 2002-2007
Table 129 100% Home Delivery/Takeaway by Subsector: Foodservice Value 2002-2007
Table 130 100% Home Delivery/Takeaway by Subsector: % Volume Growth 2002-2007
Table 131 100% Home Delivery/Takeaway by Subsector: % Transaction Growth 2002-2007
Table 132 100% Home Delivery/Takeaway by Subsector: % Foodservice Value Growth 2002-2007
Table 133 Global Brand Owner Shares of Chained 100% Home Delivery/Takeaway 2003-2007
Table 134 Brand Shares of Chained 100% Home Delivery/Takeaway 2004-2007
Table 135 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: Units/Outlets 2007-2012
Table 136 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: Transactions 2007-2012
Table 137 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: Foodservice Value 2007-2012
Table 138 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: % Volume Growth 2007-2012
Table 139 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: % Transaction Growth 2007-2012
Table 140 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: % Foodservice Value Growth 2007-2012
SELF-SERVICE CAFETERIAS IN MALAYSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 141 Self-service Cafeterias: Units/Outlets 2002-2007
Table 142 Self-service Cafeterias: Transactions 2002-2007
Table 143 Self-service Cafeterias: Foodservice Value 2002-2007
Table 144 Self-service Cafeterias: % Volume Growth 2002-2007
Table 145 Self-service Cafeterias: % Transaction Growth 2002-2007
Table 146 Self-service Cafeterias: % Foodservice Value Growth 2002-2007
Table 147 Forecast Sales in Self-service Cafeterias: Units/Outlets 2007-2012
Table 148 Forecast Sales in Self-service Cafeterias: Transactions 2007-2012
Table 149 Forecast Sales in Self-service Cafeterias: Foodservice Value 2007-2012
Table 150 Forecast Sales in Self-service Cafeterias: % Volume Growth 2007-2012
Table 151 Forecast Sales in Self-service Cafeterias: % Transaction Growth 2007-2012
Table 152 Forecast Sales in Self-service Cafeterias: % Foodservice Value Growth 2007-2012
STREET STALLS/KIOSKS IN MALAYSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 153 Street Stalls/Kiosks: Units/Outlets 2002-2007
Table 154 Street Stalls/Kiosks: Transactions 2002-2007
Table 155 Street Stalls/Kiosks: Foodservice Value 2002-2007
Table 156 Street Stalls/Kiosks: % Volume Growth 2002-2007
Table 157 Street Stalls/Kiosks: % Transaction Growth 2002-2007
Table 158 Street Stalls/Kiosks: % Foodservice Value Growth 2002-2007
Table 159 Forecast Sales in Street Stalls/Kiosks: Units/Outlets 2007-2012
Table 160 Forecast Sales in Street Stalls/Kiosks: Transactions 2007-2012
Table 161 Forecast Sales in Street Stalls/Kiosks: Foodservice Value 2007-2012
Table 162 Forecast Sales in Street Stalls/Kiosks: % Volume Growth 2007-2012
Table 163 Forecast Sales in Street Stalls/Kiosks: % Transaction Growth 2007-2012
Table 164 Forecast Sales in Street Stalls/Kiosks: % Foodservice Value Growth 2007-2012