The scrapping of the Goods and Services Tax (GST) and a rise in consumer confidence in 2018 helped drive sales of FF hot drinks, in turn supporting the recovery of FF beverages as a whole. This was due to consumers increasingly choosing FF hot drinks for breakfast and when snacking due to their nutritional and energy boosting attributes.
In view of the slower growth of FF beverages in 2018 when compared to the review period average, manufacturers actively expanded their product ranges in an effort to attract consumer attention and stimulate sales. Some manufacturers introduced products offering not just fortified/functional attributes but also other benefits such as a reduced sugar content.
Although continuing to lose value share in 2018, Fraser & Neave Holdings remained the leading player in FF beverages, largely thanks to a loyal consumer base. The company benefits from a good reputation, its local origins and offer of a wide range of products in different flavours.
Consumers in Malaysia are increasingly resorting to shopping online for groceries as a result of rising mobile penetration and a thriving internet retailing landscape. In order to stay ahead of the curve, several FF beverage companies are tapping into the channel to increase the visibility of their brands, offering consumers price discounts and promotional deals.
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Overview: Discover the latest market trends and uncover sources of future market growth for the Fortified/Functional Beverages industry in Malaysia with research from Euromonitor's team of in-country analysts.
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The Fortified/Functional Beverages in Malaysia market research report includes:
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