Dairy in Malaysia

October 2020

Demand for butter and spreads was boosted during the lockdown period as consumers stayed at home and baked more as a result of COVID-19 lockdown restrictions. The rise in sales cannot be attributed to stockpiling as butter and spreads were widely available in retail channels throughout the crisis, with no shortages occurring. Also, the Hari Raya celebration occurred during the lockdown period, which usually sees consumers baking and making treats at home such as cookies and cakes. Although consu

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Overview:

Understand the latest market trends and future growth opportunities for the Dairy industry in Malaysia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

If you're in the Dairy industry in Malaysia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Dairy in Malaysia report includes:

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

This report answers:

  • What is the market size of Dairy in Malaysia?
  • Which are the leading brands in Dairy in Malaysia?
  • How are products distributed in Dairy in Malaysia?
  • How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
  • What are the key health and wellness concerns driving, or challenging, sales in Dairy?
  • How significant are vegan and vegetarian dietary requirements in determining sales growth in Malaysia?
  • How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
  • Where is future growth expected to be most dynamic?
  • How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?

Dairy in Malaysia - Category analysis

Butter and Spreads

KEY DATA FINDINGS

2020 IMPACT

Demand boosted by growing interest in more elaborate home cooked meals
Consumer misconceptions hamper growth of butter and spreads and cooking fats
Leading players focus on low prices and accessibility

RECOVERY AND OPPORTUNITIES

Limited investment in marketing and innovation could restrict growth
Sales boosted by seasonal and bundling promotional activities
Growing focus on fortification in response to health and wellness trend

CATEGORY DATA

Table 1 Sales of Butter and Spreads by Category: Volume 2015-2020 Table 2 Sales of Butter and Spreads by Category: Value 2015-2020 Table 3 Sales of Butter and Spreads by Category: % Volume Growth 2015-2020 Table 4 Sales of Butter and Spreads by Category: % Value Growth 2015-2020 Table 5 NBO Company Shares of Butter and Spreads: % Value 2016-2020 Table 6 LBN Brand Shares of Butter and Spreads: % Value 2017-2020 Table 7 Distribution of Butter and Spreads by Format: % Value 2015-2020 Table 8 Forecast Sales of Butter and Spreads by Category: Volume 2020-2025 Table 9 Forecast Sales of Butter and Spreads by Category: Value 2020-2025 Table 10 Forecast Sales of Butter and Spreads by Category: % Volume Growth 2020-2025 Table 11 Forecast Sales of Butter and Spreads by Category: % Value Growth 2020-2025

Cheese

KEY DATA FINDINGS

2020 IMPACT

Demand for cheese supported by rise in popularity of home cooking during lockdown
Shift towards Western lifestyle trends supports demand for cheese
Mondelez leverages strong reputation of Kraft range to remain in pole position

RECOVERY AND OPPORTUNITIES

Growing competition from cheese offered by domestic drinking milk players
Leading brands look to promote consumption occasions with innovative offers
Awareness boosted by growing use of cheese by foodservice operators

CATEGORY DATA

Table 12 Sales of Cheese by Category: Volume 2015-2020 Table 13 Sales of Cheese by Category: Value 2015-2020 Table 14 Sales of Cheese by Category: % Volume Growth 2015-2020 Table 15 Sales of Cheese by Category: % Value Growth 2015-2020 Table 16 Sales of Spreadable Processed Cheese by Type: % Value 2015-2020 Table 17 Sales of Unprocessed Cheese by Type: % Value 2015-2020 Table 18 NBO Company Shares of Cheese: % Value 2016-2020 Table 19 LBN Brand Shares of Cheese: % Value 2017-2020 Table 20 Distribution of Cheese by Format: % Value 2015-2020 Table 21 Forecast Sales of Cheese by Category: Volume 2020-2025 Table 22 Forecast Sales of Cheese by Category: Value 2020-2025 Table 23 Forecast Sales of Cheese by Category: % Volume Growth 2020-2025 Table 24 Forecast Sales of Cheese by Category: % Value Growth 2020-2025

Drinking Milk Products

KEY DATA FINDINGS

2020 IMPACT

Rising health awareness drives demand, despite uncertainty over COVID-19
Focus on attracting expanding middle class with new innovative brands
Entry of new brands continues to fuel expansion of other milk alternatives

RECOVERY AND OPPORTUNITIES

Players seek to boost brand awareness and invest in infrastructure
Launch of fortified products targeting health conscious consumers
Leading brands look to expand outreach by embracing e-commerce

CATEGORY DATA

Table 25 Sales of Drinking Milk Products by Category: Volume 2015-2020 Table 26 Sales of Drinking Milk Products by Category: Value 2015-2020 Table 27 Sales of Drinking Milk Products by Category: % Volume Growth 2015-2020 Table 28 Sales of Drinking Milk Products by Category: % Value Growth 2015-2020 Table 29 NBO Company Shares of Drinking Milk Products: % Value 2016-2020 Table 30 LBN Brand Shares of Drinking Milk Products: % Value 2017-2020 Table 31 Distribution of Drinking Milk Products by Format: % Value 2015-2020 Table 32 Forecast Sales of Drinking Milk Products Products by Category: Volume 2020-2025 Table 33 Forecast Sales of Drinking Milk Products Products by Category: Value 2020-2025 Table 34 Forecast Sales of Drinking Milk Products Products by Category: % Volume Growth 2020-2025 Table 35 Forecast Sales of Drinking Milk Products Products by Category: % Value Growth 2020-2025

Other Dairy

KEY DATA FINDINGS

2020 IMPACT

Rise in home cooking boosts demand for higher quality other dairy products
Demand for coffee whiteners and cream limited by low consumer awareness
Strong and innovative marketing and distribution key to success

RECOVERY AND OPPORTUNITIES

Rising health consciousness represents threat to plain condensed milk
Producers focusing more on e-commerce in bid to extend outreach
Growing focus on new innovative marketing and promotion techniques

CATEGORY DATA

Table 36 Sales of Other Dairy by Category: Volume 2015-2020 Table 37 Sales of Other Dairy by Category: Value 2015-2020 Table 38 Sales of Other Dairy by Category: % Volume Growth 2015-2020 Table 39 Sales of Other Dairy by Category: % Value Growth 2015-2020 Table 40 Sales of Cream by Type: % Value 2015-2020 Table 41 NBO Company Shares of Other Dairy: % Value 2016-2020 Table 42 LBN Brand Shares of Other Dairy: % Value 2017-2020 Table 43 Distribution of Other Dairy by Format: % Value 2015-2020 Table 44 Forecast Sales of Other Dairy by Category: Volume 2020-2025 Table 45 Forecast Sales of Other Dairy by Category: Value 2020-2025 Table 46 Forecast Sales of Other Dairy by Category: % Volume Growth 2020-2025 Table 47 Forecast Sales of Other Dairy by Category: % Value Growth 2020-2025

Yoghurt and Sour Milk Products

KEY DATA FINDINGS

2020 IMPACT

COVID-19 fuels interest in healthier drinking and high protein yoghurt
Demand for pre and probiotic yoghurt boosted by rising consumer health awareness
Strong competition driving increasing fragmentation within yoghurt

RECOVERY AND OPPORTUNITIES

Rising demand for convenience to drive innovation over coming years
Shift to cow’s milk and sour milk products comes at expense of drinking yoghurt
Leading brands focus on natural ingredients in response to rising health awareness

CATEGORY DATA

Table 48 Sales of Yoghurt and Sour Milk Products by Category: Volume 2015-2020 Table 49 Sales of Yoghurt and Sour Milk Products by Category: Value 2015-2020 Table 50 Sales of Yoghurt and Sour Milk Products by Category: % Volume Growth 2015-2020 Table 51 Sales of Yoghurt and Sour Milk Products by Category: % Value Growth 2015-2020 Table 52 Sales of Flavoured Yoghurt by Flavour: Rankings 2015-2020 Table 53 NBO Company Shares of Yoghurt and Sour Milk Products: % Value 2016-2020 Table 54 LBN Brand Shares of Yoghurt and Sour Milk Products: % Value 2017-2020 Table 55 Distribution of Yoghurt and Sour Milk Products by Format: % Value 2015-2020 Table 56 Forecast Sales of Yoghurt and Sour Milk Products by Category: Volume 2020-2025 Table 57 Forecast Sales of Yoghurt and Sour Milk Products by Category: Value 2020-2025 Table 58 Forecast Sales of Yoghurt and Sour Milk Products by Category: % Volume Growth 2020-2025 Table 59 Forecast Sales of Yoghurt and Sour Milk Products by Category: % Value Growth 2020-2025

Packaged Food in Malaysia - Industry Overview

EXECUTIVE SUMMARY

COVID-19 impact on packaged food
COVID-19 country impact
Company response
Retailing shift
Foodservice vs retail split
What next for packaged food?

FOODSERVICE

Sales to Foodservice
Closures partner with consumers ongoing fear of socialising, impacting sales of packaged food to foodservice Packaged food players move stock from foodservice to retailers, as foodservice outlets place minimal orders   Players exit the landscape due to COVID-19, unable to remain profitable during 2020 
Consumer Foodservice
Lockdown restrictions impact consumer foodservice sales, with some outlets closing down Takeaway, delivery and drive-through services allow foodservice players to continue making sales Foodservice suffers from a lack of tourism, with international travellers avoiding trips
Category Data
Chart 1 Packaged Food Value Sales Growth Scenarios: 2018-2025 Chart 2 Packaged Food Impact of Drivers on Value Sales: 2017-2025 Table 60 Foodservice Sales of Packaged Food by Category: Volume 2015-2020 Table 61 Foodservice Sales of Packaged Food by Category: % Volume Growth 2015-2020 Table 62 Forecast Foodservice Sales of Packaged Food by Category: Volume 2020-2025 Table 63 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2020-2025

MARKET DATA

Table 64 Sales of Packaged Food by Category: Volume 2015-2020 Table 65 Sales of Packaged Food by Category: Value 2015-2020 Table 66 Sales of Packaged Food by Category: % Volume Growth 2015-2020 Table 67 Sales of Packaged Food by Category: % Value Growth 2015-2020 Table 68 GBO Company Shares of Packaged Food: % Value 2016-2020 Table 69 NBO Company Shares of Packaged Food: % Value 2016-2020 Table 70 LBN Brand Shares of Packaged Food: % Value 2017-2020 Table 71 Penetration of Private Label by Category: % Value 2015-2020 Table 72 Distribution of Packaged Food by Format: % Value 2015-2020 Table 73 Distribution of Packaged Food by Format and Category: % Value 2020 Table 74 Forecast Sales of Packaged Food by Category: Volume 2020-2025 Table 75 Forecast Sales of Packaged Food by Category: Value 2020-2025 Table 76 Forecast Sales of Packaged Food by Category: % Volume Growth 2020-2025 Table 77 Forecast Sales of Packaged Food by Category: % Value Growth 2020-2025

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DISCLAIMER

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This report originates from Passport, our Dairy research and analysis database.

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