Executive Summary

Mar 2019
PROSPECTS
Concentrates remain a household staple despite declining consumption

Concentrates have long been a household staple for Malaysian families, especially those with children, though in 2018, the category continued to see a decline in volume sales, driven by consumers’ cautious spending on grocery items, as well as rising health consciousness. This has led to a shift to beverages with a natural proposition and less sugar content.

Powder concentrates gain traction, driven by convenience and health awareness

In 2018, powder concentrates in Malaysia saw a recovery encouraged by the convenience they can offer, and the increased popularity of tea drinking. Many consumers make afternoon refreshments from instant iced tea mix, which is convenient to prepare and serve as a cheaper alternative to chilled RTD tea.

Healthier products will drive sales over the forecast period

It is expected that concentrates will see faster growth over the forecast period, owing to the growing population in Malaysia, which will drive up category sales volume. Moreover, influenced by the rise in healthy lifestyles, the concentrates category is anticipated to see more healthy offerings, such as products featuring fortification or natural ingredients.

COMPETITIVE LANDSCAPE
Barkath Co-Ro Mfg Sdn Bhd continues to lead liquid concentrates

In 2018, Barkath Co-Ro Mfg Sdn Bhd remained the largest player in the liquid concentrates category, thanks to its widely recognised brand name and an extensive distribution network. Not only does Barkath Co-Ro Mfg have a wide product range to appeal to varying tastes, the player frequently conducts prize redemption programmes and roadshows to engage consumers’ interest.

Local players dominate power concentrate categories

Powder concentrates is consolidated among a few local players, led by Boh Plantations Sdn Bhd, which holds a significant market value share. The local player benefits from its long-standing brand reputation, coupled with its ability to appeal to local consumer tastes, enabling it to grow its brand to be the most popular instant iced tea mix in Malaysia.

Dominance of domestic companies will continue

Over the forecast period, local players are expected to continue to dominate in powder concentrates, which currently has very limited variety and product offerings. Furthermore, with the rising popularity of RTD beverages, which offer greater convenience for on-the-go consumption, powder concentrates is set to face fierce competition from RTD tea.

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Concentrates in Malaysia

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Overview

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

The Concentrates 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 Concentrates in Malaysia?
  • What are the major brands in Malaysia?
  • Who are the key consumers of concentrates 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.

Concentrates in Malaysia - Category analysis

HEADLINES

PROSPECTS

Concentrates remain a household staple despite declining consumption
Powder concentrates gain traction, driven by convenience and health awareness
Healthier products will drive sales over the forecast period

COMPETITIVE LANDSCAPE

Barkath Co-Ro Mfg Sdn Bhd continues to lead liquid concentrates
Local players dominate power concentrate categories
Dominance of domestic companies will continue

CATEGORY DATA

Concentrates Conversions
Summary 1 Concentrates Conversion Factors for ReadytoDrink (RTD) Format
Table 1 Off-trade Sales of Concentrates (RTD) by Category: Volume 2013-2018
Table 2 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2013-2018
Table 3 Off-trade Sales of Concentrates by Category: Value 2013-2018
Table 4 Off-trade Sales of Concentrates by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2014-2018
Table 6 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2015-2018
Table 7 NBO Company Shares of Off-trade Concentrates: % Value 2014-2018
Table 8 LBN Brand Shares of Off-trade Concentrates: % Value 2015-2018
Table 9 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2014-2018
Table 10 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2015-2018
Table 11 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2014-2018
Table 12 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2015-2018
Table 13 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2018-2023
Table 14 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2018-2023
Table 15 Forecast Off-trade Sales of Concentrates by Category: Value 2018-2023
Table 16 Forecast Off-trade Sales of Concentrates by Category: % Value 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 17 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 18 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 19 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 20 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 21 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 22 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 23 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 24 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 25 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 26 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 27 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 28 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 29 Total Sales of Soft Drinks by Fountain On-trade: Volume 2013-2018
Table 30 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2013-2018
Table 31 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2014-2018
Table 32 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2015-2018
Table 33 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 34 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 35 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 36 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 37 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 38 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 39 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 40 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 41 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 42 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 43 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 44 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 45 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 46 Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2018-2023
Table 47 Forecast Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2018-2023

APPENDIX

Fountain sales in Malaysia
Trends

SOURCES

Summary 2 Research Sources