Organic packaged food is highly niche in Malaysia, consisting almost entirely of organic baby food. Due to the high average unit process of these products, sales are limited to higher earners who wish to provide their babies with high-quality and clean label nourishment.
Some baby milk formula players launched organic growing-up milk formula and penetrated the e-commerce channel at the end of the review period. This means that baby milk formula is no longer entirely the preserve of fortified/functional packaged food as players began to introduce organic growing-up milk formula.
Some international brands have attempted to expand the choice of organic packaged foods in Malaysia, but so far with limited success. One of the main players in cheese, Arla Foods Amba, for example, crossed categories to introduce Arla organic fresh milk in January 2020.
Organic packaged food is expected to witness steeper and declining single-digit constant 2020 retail value performances over the forecast period. Organic dried baby food, the largest category, is likely to be the main driver of the weak performance.
Given the niche and declining nature of organic packaged food, some players may switch their focus to other health and wellness packaged food going forward. Organic baby food players such as Nestlé (M) and Heinz (M) are expected to focus on distribution and stock availability for essential packaged food in 2021.
Products which were launched in 2019 and 2020 are predicted to enjoy moderate growth in 2021. The recently launched growing-up milk formula, S-26 Organic Progress, is expected to perform reasonably well in 2021 despite it being actively discounted through e-commerce.
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This report originates from Passport, our Organic Packaged Food research and analysis database.
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