Savoury Snacks in Malaysia

PROSPECTS

Manufacturers introduce novel products in response to the latest consumer trends

Manufacturers introduced various novel products in the latter part of the review period, particularly within nuts, seeds and trail mixes. These products incorporate unusual ingredients such as wasabi, cheese and honey.

Extensive marketing campaigns drive awareness and purchasing of savoury snacks

Savoury snack players organise various marketing campaigns to compete with each other, as well as with other snacks, like chocolate confectionery and ice cream. Mamee-Double Decker partnered with 7-Eleven between October 2017 and January 2018 to offer free gifts with every purchase of Mister Potato Crisps.

COMPETITIVE LANDSCAPE

Mamee-Double Decker introduces new seasonal products and redesigns packaging

Mamee-Double Decker introduced an extensive range of seasonal products in the latter part of the review period, such as a limited edition Mister Potato Crisps The Curry-Kick Red Curry Flavour in 2017, Paling Ha-Ppening in January 2018 and Purple Sweet Potato Crisps Corn Flavour in other savoury snacks in March 2018. Mamee-Double Decker introduces seasonal new potato chips so as to enable consumers to celebrate festive seasons with these new products.

Multinational companies reinforce product quality and capture large shelf space

Multinational companies, like Kellogg Asia Marketing, Mondelez (M) Sales, Tong Garden Snack Foods and URC Snack Foods, focus on high quality product introductions without frequent price promotions, since these companies have gained loyal consumers who prefer the taste of their savoury snacks. Retailers have also introduced high quality niche brands, such as Australian Company Snack (Snack Brands Australia), Bluebird (Bluebird Foods Ltd) and Lorenz (Lorenz Snack-World) which are attempting to capture share from major players like Kellogg Asia Marketing Inc and URC Snack Foods.

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