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In 2017, players continued to conduct price promotions and launch value pack sizes, catering to price-conscious consumers. For instance, the Milo 3-in-1 18-stick pack size offered an additional three sticks, whereas Vico 3-in-1 15-stick packs were offered at a promotional price in modern grocery channels.
One area of growth that other hot drinks players will be able to target is the search among modern consumers for healthier products. Players have already been tapping into the growing health and wellness trend, developing new products with a strong health positioning, such as reduced sugar, appealing to both adults and children.
Over the forecast period, rather than relying on tactics like price promotions and offering additional units in packs – which is unlikely to be sustainable for players looking to maintain their competitiveness, given the saturation in the category – it will be critical for other hot drinks players to invest in packaging innovation, such as new pack types and designs, coupled with marketing activities to boost their performance in the longer-term.
Despite weak consumer sentiment brought about by the soft economic conditions, Nestlé maintained its lead in other hot drinks in 2017, mainly thanks to its popular Milo brand, which appeals to consumers of all ages. Meanwhile, the company also conducted aggressive marketing campaigns, such as giving away free Milo on 31 August 2017 – the National Day of Malaysia – through Milo vans and Petronas Mart outlets, as well as introducing the limited edition Milo Kaw brand in conjunction with the 29th Southeast Asian Games.
Other hot drinks was dominated by international players in 2017, as Nestlé and GlaxoSmithKline Consumer Healthcare accounted for a dominant share of retail value sales. International players saw growth in their overall sales in 2017, particularly because of their strong financial positions, which allowed them to invest in product and packaging innovation.
Over the forecast period it is expected that Nestlé will maintain its lead in other hot drinks, thanks to its popular brand Milo. However, the company is set to continue facing strong competition from other players, as they launch new products with a strong health positioning, such as Maestro Swiss Chocolate’s Vico 3-in-1 Less Sweet, which is available in both traditional and modern grocery retailers.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Other Hot Drinks 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.
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This industry report originates from Passport, our Hot Drinks market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.