Executive Summary

Apr 2019
PROSPECTS
Increasingly health-conscious consumers are key category drivers

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.

Premiumisation a natural progression in fortified/functional packaged food

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 baby food witnesses continuous innovations to include the latest nutrients

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.

COMPETITIVE LANDSCAPE
Anlene and Goodday reformulate their product lines with better nutrients

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.

Fortified/functional yoghurt players widen their target audience

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.

Niche brands serve the health and wellness trend with high protein drinks

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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Fortified/Functional Packaged Food in Malaysia

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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:

  • 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
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
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Fortified/Functional Packaged Food in Malaysia - Category analysis

HEADLINES

PROSPECTS

Increasingly health-conscious consumers are key category drivers
Premiumisation a natural progression in fortified/functional packaged food
FF baby food witnesses continuous innovations to include the latest nutrients

COMPETITIVE LANDSCAPE

Anlene and Goodday reformulate their product lines with better nutrients
Fortified/functional yoghurt players widen their target audience
Niche brands serve the health and wellness trend with high protein drinks

CATEGORY DATA

Table 1 Sales of Fortified/Functional Packaged Food by Category: Value 2013-2018
Table 2 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2013-2018
Table 3 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2013-2018
Table 4 Key Functional Ingredients in Fortified/Functional Bread: % Value 2013-2018
Table 5 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2013-2018
Table 6 Key Functional Ingredients in Fortified/Functional Milk: % Value 2013-2018
Table 7 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2013-2018
Table 8 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2013-2018
Table 9 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2014-2018
Table 10 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2015-2018
Table 11 LBN Brand Shares of Fortified/Functional Bread: % Value 2015-2018
Table 12 Distribution of Fortified/Functional Packaged Food by Format: % Value 2013-2018
Table 13 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2018-2023
Table 14 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2018-2023

Health and Wellness in Malaysia - Industry Overview

EXECUTIVE SUMMARY

Health and wellness records positive growth in 2018
Government initiatives helping to increase health-consciousness
Local players remain strong in health and wellness
Health and wellness players seek to improve their online presence
Health and wellness set to register positive growth over the forecast period thanks to rising health-consciousness

MARKET DATA

Table 15 Sales of Health and Wellness by Type: Value 2013-2018
Table 16 Sales of Health and Wellness by Type: % Value Growth 2013-2018
Table 17 Sales of Health and Wellness by Category: Value 2013-2018
Table 18 Sales of Health and Wellness by Category: % Value Growth 2013-2018
Table 19 Sales of Health and Wellness by Prime Positioning: Value 2013-2018
Table 20 Sales of Health and Wellness by Prime Positioning: % Value Growth 2013-2018
Table 21 NBO Company Shares of Health and Wellness: % Value 2014-2018
Table 22 LBN Brand Shares of Health and Wellness: % Value 2015-2018
Table 23 Distribution of Health and Wellness by Format: % Value 2013-2018
Table 24 Distribution of Health and Wellness by Format and Category: % Value 2018
Table 25 Forecast Sales of Health and Wellness by Type: Value 2018-2023
Table 26 Forecast Sales of Health and Wellness by Type: % Value Growth 2018-2023
Table 27 Forecast Sales of Health and Wellness by Category: Value 2018-2023
Table 28 Forecast Sales of Health and Wellness by Category: % Value Growth 2018-2023
Table 29 Forecast Sales of Health and Wellness by Prime Positioning: Value 2018-2023
Table 30 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources