Similar to coffee and tea, other hot drinks has a lot of consumers in Malaysia. Consumption per capita has been increasing in 2020, on account of Malays being home-confined in response to the arrival of COVID-19, with people working from home and therefore having more opportunities to consume other hot drinks.
Nestlé (M) Bhd continues to dominate sales in other hot drinks in 2020. Its biggest brand in this category, Milo, remains highly popular as a malt-based hot beverage.
Apart from other hot drinks being a good source of energy, consumers are also seeking to use the beverages as a nutritional boost to complement their everyday diets, and close the nutritional gap. To meet such demand, Quaker has launched an improved formula for its entire range of Oat Cereal drinks, fortifying these products with seven vitamins.
Foodservice consumption of other hot drinks, which mainly comprises malt-based hot drinks, is expected to recover gradually as operating restrictions and social distancing measures are slowly eased, with 2023 looking like the year in which sales in the channel will return to 2019 (pre-pandemic) levels.
Although other hot drinks is not affected by the newly implemented sugar tax, new product developments in 2019 evolved around the theme of sugar reduction, as Malays place growing emphasis on controlling their daily sugar intake. Examples include Nestum Brown Rice, which has 26% less sugar than the regular range.
Over the review period, off-trade sales consistently outperformed on-trade sales in volume growth terms within other hot drinks. This is because consumers were attracted by the convenience and ease of preparation of such products as simple breakfast meals, or for snacking purposes at home.
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Understand the latest market trends and future growth opportunities for the Other Hot Drinks industry in Malaysia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Other Hot Drinks research and analysis database.
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