Fast food value sales at constant 2017 prices are expected to grow well over the forecast period, slightly faster than during the review period. The category’s strong performance can be attributed to the positive growth posted by chained fast food, which is projected to account for almost all fast food value sales in 2022.
Over the forecast period, convenience stores fast food is expected to outperform other categories within fast food in value sales. The category’s growth can be attributed to the strong presence of popular convenience store fast food brands such as 7-Eleven, Family Mart and nyNEWS.
QSR Stores Sdn Bhd was the leading player in fast food value sales in 2017. The company’s lead in the category can be attributed to its dominant presence in chicken fast food, the largest category in fast food accounting for almost half of value sales.
Fried chicken is a popular food in Malaysia and other types of fast food were also introduced to attract consumers. Golden Arches for example relaunched its McDonald’s fried chicken, “Ayam Goreng McD” in 2017.
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This industry report originates from Passport, our Consumer Foodservice market research database.