Malaysia

Deodorant sprays posted the most dynamic growth within deodorants in Malaysia in 2023, rising fastest in both volume and current value terms as the format gained greater appeal among local consumers. Many brands of deodorant sprays have been…

Fountain sales and on-trade volume growth are supported in RTD tea, in part due to the expansion of hotels in Malaysia, such as the Hyatt Place Kuala Lumpur, INNSiDE by Meliá Kuala Lumpur, and Courtyard by Marriott Melaka. It has become the norm for…

On-trade volume and fountain sales in carbonates are being supported by developments in foodservice and hospitality channels. For example, as seen with the growth of hotels in the country, such as the Hyatt Place Kuala Lumpur, INNSiDE by Meliá Kuala…

In 2022, sustainable packaging was gaining traction across industries in Malaysia. As an illustration, 10 fmcg companies united under the Malaysian Recycling Alliance (MAREA), committing themselves to recycling 5,000 tonnes of plastic waste by the…

On-trade volume sales for tea recorded double-digit growth in Malaysia for the second consecutive year in 2023, with a full recovery to pre-pandemic levels predicted for 2024. At the beginning of 2023 local consumers more fully returned to offices…

Following reopened borders and lifted restrictions in 2022, Malaysia's retail sector witnessed a surge in consumer revenge spending throughout the year. However, starting from the second quarter of 2023, the trend showed signs of decline as consumer…

As of August 2023, dengue cases were up 117% year-on-year, bringing the total cases to 73,680 from January to August 2023, compared with 39,769 cases in the same period in 2022. By September 2023, cases had risen to 88,672, with a massive surge in…

Homewares in Malaysia saw steady growth in current value terms in 2023. Sales were boosted by the increasing emphasis on aesthetic appeal as consumers looked for stylish and modern cookware, ovenware, and other homewares to enhance the visual appeal…

Gardening in Malaysia saw steady growth in current value terms in 2023, primarily driven by urbanisation, the developing DIY culture, and evolving consumer preferences. For instance, rapid urbanisation led to a rise in apartment living with limited…

Fragrances in Malaysia saw rapid and robust volume and current value growth in 2023. During the pandemic years many players within premium fragrances focused on their existing product lines, with the lack of demand discouraging investment in new…

Depilatories remained a highly consolidated category in Malaysia in 2023. Reckitt Benckiser continued to dominate hair removers/bleaches with its brand Veet, with the brand still gaining value share, while Procter & Gamble maintained its dominant…

In 2024, dog food in Malaysia is set to maintain the same trend seen in 2022 and 2023, with slow retail volume growth, and stronger current value growth. One of the factors driving growth in the last few years has been consistent low growth in the…

Standard towels maintained their popularity in menstrual care in Malaysia in 2023, thanks to their affordable prices and good protection. Despite the rise in demand for added-value options in tissue and hygiene (eg eco-friendly products, etc.),…

Direct selling in Malaysia showed resilience during the pandemic, particularly in the case of companies specialising in health and wellness products. Seeking ways to stay healthy, local consumers increasingly turned to health supplements and…

In 2023, the Malaysian consumer foodservice market saw the continued strengthening of the country’s coffee drinking culture, which provided a notable boost to the performance of the specialist coffee and tea shops channel during the year. The end of…

Sales of soft drinks in Malaysia are generally benefitting from the rebound of tourism and foodservice in the post-pandemic landscape. For example, fountain sales are accelerating for carbonates and RTD tea, supported by the growth of hotels in the…

Sales in energy drinks are only seeing modest off-trade growth, as the category has a fairly limited consumer audience and faces competition from other soft drinks. On the positive side, the revival of domestic and international travel helps to…

Off-trade volume sales in concentrates are relatively stable, thanks to the baseline demand for liquid concentrates in households in Malaysia. Indeed, liquid concentrates are especially in demand with large families, as they are perceived to offer…

Colourings, markers and highlighters were the most dynamic categories in writing instruments in 2023 with sales of these products thriving. This was partly due to a flurry of new product launches as players looked to benefit from the returning demand…

Both costume jewellery and fine jewellery registered weaker growth in 2023 both in retail volume and current value terms. Demand was impacted by the rising inflationary pressures being faced by Malaysians with most households seeing a significant…

Demand for dishwashers in Malaysia has been heavily influenced by the reduced presence of expatriates, who traditionally constituted a significant customer segment for this appliance. The adoption of remote working policies by businesses, both local…

Pet care saw solid retail current value growth in Malaysia in 2023, with this trend set to continue in 2024. Improved GDP growth, a subsiding inflation rate, and stable disposable incomes have helped to sustain growth for pet food and pet products in…

We note a trend towards premiumisation in retail tissue in 2023 in Malaysia. This is evidenced by Vinda Deluxe (Vinda Malaysia Sdn Bhd) continuing to grow its share. This player uses strong marketing and promotional campaigns across online platforms,…

Social distancing measures remained in effect in Malaysia in 2021, with consumers forced to avoid spending time outside of the home wherever possible, and huge numbers of white-collar professionals, office workers and service industry personnel were…

Toilet care maintained solid retail volume and current value growth in 2023, although from a relatively low base. Many consumers, especially those with young children, remain in the habit of periodically cleaning the toilet. Even post-pandemic,…

Home care disinfectants saw a retail volume decline in 2022, after the pandemic high. However, the habit of using such products remains, especially amongst many younger consumers, and those with children, and growth resumed in 2023. Consumers…

Off-trade volume sales are lower than those in on-trade channels in juice, albeit still remaining positive. Consumers with large families (at least four persons per household) tend to prefer liquid concentrates over juice, seeing such as offering…

Food price inflation remained elevated in 2023, as the country is a net food importer, and huge increases in the prices of imported white rice came into effect in September 2023. Although it is still unknown how overall consumer spending will be…

The lifting of restrictions in 2022 has reshaped the Malaysian consumer landscape, with local consumers no longer confined to their homes. The newfound freedom has boosted spending in sectors such as tourism and food service, detracting from consumer…

Anti-agers continued to thrive in Malaysia in 2023, driving overall growth and development for skin care and leading growth within the category in both volume and current value terms. Anti-agers benefits from regular and frequent new and innovative…

The Malaysian hair care market continued to benefit from the post-pandemic return to previous patterns and habits in 2023. The COVID-19 pandemic and the resulting lockdowns and home seclusion promoted a change in the hair care routines of many…

Pet products is set to maintain solid current value growth in Malaysia in 2024, with growth across all categories. However, cat litter is expected to see by far the strongest increase. The cat population continued to rise in 2023, and this trend is…

The leading chained players in discounters have been eyeing potential expansion opportunities in the wake of the COVID-19 pandemic, as the improved situation has made it easier for them to justify greater investment in outlet growth. Players have…

Overall polishes maintained growth in retail volume and current value terms in 2023, with increases seen across all categories. However, lifestyle and fashion trends continued to militate against the development of polishes. For instance, younger…

Laundry care maintained retail volume and current value growth in 2023. Although other types of laundry detergents saw stronger increases in this year, powder detergents continued to account for the highest sales. Powder is a popular format of…

Post-pandemic the demand for refrigeration appliances has dropped in Malaysia, largely thanks to the decrease in purchases of freestanding fridge freezers, a segment that had previously seen significant growth. The decrease was a result of a…

The Malaysian dairy industry is seeing a significant shift towards HDPE bottles for the packaging of fresh milk and flavoured milk drinks. While HDPE offers less transparency than PET, its superior tactile properties, particularly its…

Current value growth in spectacles in Malaysia is being driven by premiumisation trends in 2024. Malaysians are typically brand conscious and show a strong appetite for luxury and premium spectacle frames. The trend is supported by the growing number…

Overall, video games saw current value growth in Malaysia in 2023. Sony’s PS4 and PS5 contributed to significant volume sales in static consoles in 2023, with sales supported by PS5 stock availability and also the availability of the newer version,…

Sun care turned in a positive performance in Malaysia in 2023, with strong sales seen in volume and current value terms, driving mainly by growth in sun protection which was boosted by the boom in inbound tourism. Mass sun protection products from…

Hygiene awareness was supporting sales in wipes in Malaysia in 2023. Notably, we see a healthy performance in personal wipes and intimate wipes, with the latter being attributed to greater numbers of women in the workforce (including in senior…

Volume sales in sports drinks are being suppressed by unit price hikes for a second consecutive year. Whilst the post-pandemic landscape supports sales of sports drinks in theory, the inflationary environment is creating challenges. Within this…

RTD coffee is seeing fairly stable, albeit low, volume sales in both on-trade and off-trade terms. This is supported by the popularity of coffee in the country overall, with reports in mid-to-late 2023 citing Malaysia as ranked third in Asia Pacific…

The full lifting of COVID-19 restrictions was seen in 2022, which led to the reopening of the economy and international borders. Many consumers returned to socialising, the office and school, as they were no longer confined to the home. They were…

Whilst volume sales are lower in off-trade channels compared to on-trade, bottled water is achieving positive growth. However, potential sales are suppressed by unit prices hikes, which are affecting soft drinks as a whole. Ultimately, this led to a…

Global price hikes for raw materials like sugar and cocoa drove up unit selling prices in hot drinks in Malaysia in 2023, especially within coffee and other hot drinks. The hoarding and shortage of cocoa in west Africa force leading players like…

Coffee consumption has become the norm in Malaysia, with more consumers drinking coffee daily in line with rising urbanisation and busy lifestyles. Volume sales rose dynamically through the on-trade channel in 2023 and saw marginal decline in the…

Home furnishings registered steady growth in current value terms in 2023, with barbeques, home office furniture, and light-emitting diode lamps (LED) being among the most dynamic categories. Building on the work-from-home trend that developed during…

Flexible plastic is a dominant pack type in confectionery due to cost-effectiveness, product protection and consumer convenience. Flexible plastic offers a significant cost advantage for producers compared to alternative packaging materials. This…

Demand for sunglasses in Malaysian remains strong in 2024, with more consumers willing to invest in purchasing new products. This is partly thanks to the resurgence of international travel and increasingly active lifestyles. The revival of…