Consumers are increasingly selective in their food choices, preferring those with health and wellness ingredients such as calcium and multivitamins. Consumers are also reading food labels more closely to scrutinise the ingredients, as well as educating themselves about the health benefits of specific foods on social media.
Fortified/functional packaged food is gradually being premiumised by food manufacturers, a trend seen across both imported and domestic brands, but especially in fortified/functional milk and yoghurt. For instance, Goodday Life (Susu Lembu Asli Marketing) was launched in May 2018 in a premium assortment in fresh milk with 30% higher calcium content compared to regular Goodday.
FF milk formula continued to be popular in Malaysia and enjoyed strong growth in 2018. Despite a declining birth rate, parents remain concerned about the nutrition benefits of baby food products with milk formula still seen as a suitable substitute.
Packaged food players are reformulating products with better health and wellness ingredients to enlarge their foothold in the market. For instance, Susu Lembu Asli Marketing introduced Goodday Charge in March 2018.
Leading fortified/functional yoghurt players, such as Malaysia Milk and Yakult are actively expanding their target audience to include adults and not just children. These companies are actively participating in events, such as World Digestive Health Day to promote and educate consumers on the benefits of probiotic yoghurt for digestive health.
Hectic lifestyles have stimulated many consumers into seeking products that are convenient but which provide them with essential nutrients to keep them healthy. Such trends have led to high growth in FF milk, in which Dutch Lady Milk Industries is the outright leader with its Dutch Lady brand.
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Overview: Discover the latest market trends and uncover sources of future market growth for the Fortified/Functional Packaged Food 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.
The Fortified/Functional Packaged Food in Malaysia market research report includes:
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