Executive Summary

Oct 2019
PROSPECTS
The trend for artisanal and unpackaged continues to whet consumers’ appetites

Whilst still showing the strongest value growth of the two, packaged bread, cakes and pastries continue to face competition with unpackaged baked goods from artisanal bakery shops. These shops are small and conveniently located near housing estates, as compared to larger and more central supermarkets and hypermarkets.

Dessert mixes and frozen baked goods see almost sub-zero volume growth

The demand for dessert mixes and frozen baked goods is seeing slowing growth, as consumers are increasingly eating out and cooking less at home. This is a trend which is affecting many food categories in Malaysia.

Slow growth ahead reflects maturity and declining population growth

Baked goods are expected to grow slowly in line with declining growth in population over the forecast period, as baked goods are considered to be basic commodities. Baked goods, particularly packaged bread and pastries, are treated as essential for breakfast in Malaysia, as they are close substitutes to breakfast cereals in terms of affordability.

COMPETITIVE LANDSCAPE
Italian Baker puts Gardenia Bakery through its paces in packaged pastries

Italian Baker Sdn Bhd launched Massimo Bunbino Tomyam Chicken Bun (packaged pastries) in April 2019 and Massimo Kurma and Milk Loaf (packaged leavened bread) in May 2019. The new product launches helped to sustain strong value growth within bread and pastries.

Kawan Food keeps its loyal consumers happy with new frozen treats

Domestic player Kawan Food Mfg Sdn Bhd performed well from 2018 to 2019, seeing the strongest current value growth. The company is engaging strongly with retailers to boost its distribution channels and introducing new products within frozen baked goods.

Ben Fortune slows down promotional activity in frozen baked goods

Domestic player Ben Fortune Pastry Mfg (M) Sdn Bhd experienced a drop in its share from 2018 to 2019. This is mainly due to its limited product range and intense competition from Kawan Food Mfg Sdn Bhd in the distribution channels.

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Baked Goods in Malaysia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Baked goods industry in Malaysia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Baked goods industry in Malaysia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Baked goods in Malaysia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Baked goods in Malaysia?
  • What are the major brands in Malaysia?
  • How will increasingly volatile wheat commodity prices impact retail prices and sales performance?
  • What are the market opportunities for high fibre products?
  • Are consumers in developing markets moving from unpackaged/artisanal to packaged/industrial offerings?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

Baked Goods in Malaysia - Category analysis

HEADLINES

PROSPECTS

The trend for artisanal and unpackaged continues to whet consumers’ appetites
Dessert mixes and frozen baked goods see almost sub-zero volume growth
Slow growth ahead reflects maturity and declining population growth

COMPETITIVE LANDSCAPE

Italian Baker puts Gardenia Bakery through its paces in packaged pastries
Kawan Food keeps its loyal consumers happy with new frozen treats
Ben Fortune slows down promotional activity in frozen baked goods

CATEGORY DATA

Table 1 Sales of Baked Goods by Category: Volume 2014-2019
Table 2 Sales of Baked Goods by Category: Value 2014-2019
Table 3 Sales of Baked Goods by Category: % Volume Growth 2014-2019
Table 4 Sales of Baked Goods by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Baked Goods: % Value 2015-2019
Table 6 LBN Brand Shares of Baked Goods: % Value 2016-2019
Table 7 Distribution of Baked Goods by Format: % Value 2014-2019
Table 8 Forecast Sales of Baked Goods by Category: Volume 2019-2024
Table 9 Forecast Sales of Baked Goods by Category: Value 2019-2024
Table 10 Forecast Sales of Baked Goods by Category: % Volume Growth 2019-2024
Table 11 Forecast Sales of Baked Goods by Category: % Value Growth 2019-2024

Packaged Food in Malaysia - Industry Overview

EXECUTIVE SUMMARY

Slowing population growth, taxes, and food scares take their toll on packaged food
Flavour innovations meet young consumers’ demand for new exotic tastes
Players choose small as perfect for both product sizes and independent outlets
Keeping it local and independent to meet consumers’ call for convenience
Slow growth has players looking to food service for fast distribution

FOODSERVICE

Sales to Foodservice
Packaged food suppliers cater to demand for easy preparation due to shortage of foreign workers
Bulk deals direct to foodservice operators gives a win-win result
Holstein Milk and Kawan Food get tasty with foodservice offerings
Consumer Foodservice
Location is key to attract consumers to dine out
Cashless is king for Touch ‘n Go eWallet, as the app leads the mobile trend
Food delivery services take advantage of technology and drop off by drone
Category Data
Table 12 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 13 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 14 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 15 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 16 Sales of Packaged Food by Category: Volume 2014-2019
Table 17 Sales of Packaged Food by Category: Value 2014-2019
Table 18 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 19 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 20 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 21 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 22 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 23 Penetration of Private Label by Category: % Value 2014-2019
Table 24 Distribution of Packaged Food by Format: % Value 2014-2019
Table 25 Distribution of Packaged Food by Format and Category: % Value 2019
Table 26 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 27 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 28 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 29 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources