Executive Summary

Mar 2019
PROSPECTS
Health consciousness shapes new product development

Faced with Malaysians’ declining consumption of carbonates, owing to health concerns, leading players are responding by reformulating and launching product variants that offer lower sugar content; for example, the launch of Pepsi Black, which has zero sugar and no calories, as well as Coca-Cola Stevia, which is sweetened using the natural sweetener stevia. These products also feature the Healthier Choice Logo on their packaging, to communicate their health proposition, which increases their appeal to health-conscious consumers who are mindful of their sugar and calorie intake.

Sales forecast to continue to decline

Despite manufacturers’ reformulation efforts, carbonates is expected to register declining volume sales over the forecast period, owing in part to attempts by the Ministry of Health to advocate healthy living. In order to mitigate the decline in sales, it is expected that more players will expand their reduced sugar offerings and aim obtain the Healthier Choice logo to remain competitive.

Players engage pricing strategies to mitigate declining sales in off-trade

As carbonates saw declining sales in 2018, players are employing channel-specific pricing promotions as a mean to generate consumer interest and boost sales volume. In hypermarkets and supermarkets, players such as F&N have offered discounts on multipacks and family pack sizes, which appeals to families and bulk shoppers, especially during periods leading up to festive seasons.

COMPETITIVE LANDSCAPE
Coca-Cola Bottlers (M) Sdn Bhd maintains leadership

In 2018, Coca-Cola Bottlers (M) Sdn Bhd continued to hold the leading position in carbonates, attributable to its long established brand presence and varied product offerings, coupled with a strong distribution network in off-trade channels. Coca-Cola has a strong presence in the on-trade channel, with broad availability in restaurants and fast food chains.

Coca-Cola Bottlers (M) Sdn Bhd responds to the health trend

Although faced with declining consumer demand for carbonates in the forecast period, Coca-Cola Bottlers (M) Sdn Bhd is anticipated to retain its leading position in the category, owing to its strong brand equity and a product portfolio that is constantly updated to remain relevant to the latest lifestyle trends. In light of the growing health advocacy in Malaysia, the company is expected to launch healthier drinks options with reduced sugar content and natural ingredients to increase brand appeal and encourage consumption.

Fraser & Neave Holdings Bhd leads in non-cola carbonates

Fraser & Neave Holdings Bhd was the leading player in non-cola carbonates in 2018, with its wide array of product and flavour variants that span ginger ale, tonic water, orange carbonates and other non-cola carbonates. Its brand name appeals to Malaysians as a household staple, owing to its long presence and resonance with local consumers.

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Carbonates in Malaysia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Carbonates 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 Carbonates industry in Malaysia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Carbonates 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 Carbonates in Malaysia?
  • What are the major brands in Malaysia?
  • Who are the key consumers of carbonates in Malaysia?
  • How do premium vs. standard vs. economy brands compete for sales and market share?
  • How does the sales performance of domestic manufacturers compare to international brands/manufacturers?

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 Soft Drinks market research database.

Carbonates in Malaysia - Category analysis

HEADLINES

PROSPECTS

Health consciousness shapes new product development
Sales forecast to continue to decline
Players engage pricing strategies to mitigate declining sales in off-trade

COMPETITIVE LANDSCAPE

Coca-Cola Bottlers (M) Sdn Bhd maintains leadership
Coca-Cola Bottlers (M) Sdn Bhd responds to the health trend
Fraser & Neave Holdings Bhd leads in non-cola carbonates

CATEGORY DATA

Table 1 Off-trade vs On-trade Sales of Carbonates: Volume 2013-2018
Table 2 Off-trade vs On-trade Sales of Carbonates: Value 2013-2018
Table 3 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2013-2018
Table 4 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2013-2018
Table 5 Off-trade Sales of Carbonates by Category: Volume 2013-2018
Table 6 Off-trade Sales of Carbonates by Category: Value 2013-2018
Table 7 Off-trade Sales of Carbonates by Category: % Volume Growth 2013-2018
Table 8 Off-trade Sales of Carbonates by Category: % Value Growth 2013-2018
Table 9 Total Sales of Carbonates by Fountain On-trade: Volume 2013-2018
Table 10 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2013-2018
Table 11 NBO Company Shares of Off-trade Carbonates: % Volume 2014-2018
Table 12 LBN Brand Shares of Off-trade Carbonates: % Volume 2015-2018
Table 13 NBO Company Shares of Off-trade Carbonates: % Value 2014-2018
Table 14 LBN Brand Shares of Off-trade Carbonates: % Value 2015-2018
Table 15 Forecast Off-trade Sales of Carbonates by Category: Volume 2018-2023
Table 16 Forecast Off-trade Sales of Carbonates by Category: Value 2018-2023
Table 17 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2018-2023
Table 18 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2018-2023
Table 19 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2018-2023
Table 20 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2018-2023

Soft Drinks in Malaysia - Industry Overview

EXECUTIVE SUMMARY

Improved consumer sentiment sees soft drinks recovering
Premium indulgence increasingly appeals to Malaysian consumers
Domestic players dominate soft drinks category
Health and natural propositions remain significant in new product development
Soft drinks expected to see a shift towards a healthier positioning

MARKET DATA

Table 21 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 22 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 23 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 24 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 25 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 26 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 27 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 28 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 29 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 30 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 31 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 32 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 33 Total Sales of Soft Drinks by Fountain On-trade: Volume 2013-2018
Table 34 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2013-2018
Table 35 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2014-2018
Table 36 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2015-2018
Table 37 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 38 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 39 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 40 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 41 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 42 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 43 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 44 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 45 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 46 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 47 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 48 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 49 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 50 Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2018-2023
Table 51 Forecast Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2018-2023

APPENDIX

Fountain sales in Malaysia
Trends

SOURCES

Summary 1 Research Sources