Executive Summary

Mar 2019
PROSPECTS
Innovative marketing initiatives boost RTD coffee volume growth

Following slower growth in 2017. owing to soft consumer sentiment, RTD coffee saw a strong push by the category leaders to excite the market and encourage consumption.

Growing availability of premium and sophisticated RTD coffee for on-the-go consumption

Influenced by the flourishing coffee culture in Malaysia’s on-trade scene, consumers are increasingly demanding high quality and premium coffee in RTD format for daily indulgence and convenience. Hence, in 2018, the category continued to see frequent product launches that offered premium ingredients and conveyed an upscale product image.

Strong growth expected over the forecast period

Over the forecast period, RTD coffee is expected to maintain strong growth in the off-trade channel, driven by increasing demand for on-the-go coffee drinks and local consumers’ growing health consciousness, with a shift from energy drinks to RTD coffee. It is expected that more players will respond to the growing health trend and offer new product variants with a health orientation in the near future, with reduced sugar and decaffeinated products, as well as RTD coffees using natural ingredients, to meet the rising demand.

COMPETITIVE LANDSCAPE
Nestlé (M) Bhd dominates RTD coffee with a wide product portfolio

In 2018, Nestlé (M) Bhd continued to dominate RTD coffee, which is attributable to its wide product portfolio and strong brand equity in coffee in general. Malaysian consumers are loyal to the brand, owing to its long-standing reputation and its extensive presence across all traditional and modern grocery retailers, on top of a wide product mix in various pack types, including metal beverage cans, PET bottles and thin wall plastic cup formats.

Increasing competition for Nestlé (M) Bhd

Nestlé (M) Bhd is expected to face strong competition in the forecast period, with aggressive marketing and product innovations by rivals such as Etika Beverages Sdn Bhd and Pokka Ace (M) Sdn Bhd. In order to maintain its position, Nestlé might well need to expand its product range further with health positioned offerings, tapping into the growing demand for reduced sugar and “clean” ingredient labels, to appeal to a wider consumer base.

Etika Beverages Sdn Bhd increases share with aggressive marketing activities

In 2018, Etika Beverages Sdn Bhd saw the fastest growth in terms of value share in RTD coffee, beating the competition with its aggressive marketing activities and a vibrant brand image. In order to promote awareness for its Wonda brand, the player has undertaken an expansive promotional drive across the country, with innovative campaigns.

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RTD Coffee in Malaysia

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Overview

Discover the latest market trends and uncover sources of future market growth for the RTD Coffee 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.

If you're in the RTD Coffee industry in Malaysia, our research will save you time and money while empowering you to make informed, profitable decisions.

The RTD Coffee 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
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of RTD Coffee in Malaysia?
  • What are the major brands in Malaysia?
  • What are the key new launches of RTD Coffee and bottled coffee products?
  • Who are the consumers of RTD coffee in Malaysia?
  • Where is ready to drink coffee most commonly consumed?

Why buy this report?

  • 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

This industry report originates from Passport, our Soft Drinks market research database.

RTD Coffee in Malaysia - Category analysis

HEADLINES

PROSPECTS

Innovative marketing initiatives boost RTD coffee volume growth
Growing availability of premium and sophisticated RTD coffee for on-the-go consumption
Strong growth expected over the forecast period

COMPETITIVE LANDSCAPE

Nestlé (M) Bhd dominates RTD coffee with a wide product portfolio
Increasing competition for Nestlé (M) Bhd
Etika Beverages Sdn Bhd increases share with aggressive marketing activities

CATEGORY DATA

Table 1 Off-trade Sales of RTD Coffee: Volume 2013-2018
Table 2 Off-trade Sales of RTD Coffee: Value 2013-2018
Table 3 Off-trade Sales of RTD Coffee: % Volume Growth 2013-2018
Table 4 Off-trade Sales of RTD Coffee: % Value Growth 2013-2018
Table 5 NBO Company Shares of Off-trade RTD Coffee: % Volume 2014-2018
Table 6 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2015-2018
Table 7 NBO Company Shares of Off-trade RTD Coffee: % Value 2014-2018
Table 8 LBN Brand Shares of Off-trade RTD Coffee: % Value 2015-2018
Table 9 Forecast Off-trade Sales of RTD Coffee: Volume 2018-2023
Table 10 Forecast Off-trade Sales of RTD Coffee: Value 2018-2023
Table 11 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2018-2023
Table 12 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2018-2023

Soft Drinks in Malaysia - Industry Overview

EXECUTIVE SUMMARY

Improved consumer sentiment sees soft drinks recovering
Premium indulgence increasingly appeals to Malaysian consumers
Domestic players dominate soft drinks category
Health and natural propositions remain significant in new product development
Soft drinks expected to see a shift towards a healthier positioning

MARKET DATA

Table 13 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 14 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 15 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 16 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 17 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 18 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 19 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 20 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 21 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 22 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 23 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 24 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 25 Total Sales of Soft Drinks by Fountain On-trade: Volume 2013-2018
Table 26 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2013-2018
Table 27 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2014-2018
Table 28 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2015-2018
Table 29 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 30 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 31 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 32 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 33 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 34 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 35 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 36 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 37 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 38 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 39 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 40 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 41 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 42 Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2018-2023
Table 43 Forecast Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2018-2023

APPENDIX

Fountain sales in Malaysia
Trends

SOURCES

Summary 1 Research Sources

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