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2026 Developments
Snacks in Malaysia is anticipated to deliver value growth of 5% in 2026, outperforming several mature Asia Pacific peers despite flat volumes, as manufacturers leverage affordable innovation and multi-pack strategies to retain price-sensitive consumers facing stagnant incomes and higher living costs. Strong government cash aid for packaged food and rising household food expenditure are underscoring the attractiveness of snacks as essential and accessible staples, especially among larger households and low- to middle-income groups. The market remains highly fragmented, with no single company holding more than a 12% share, and brands are compelled to innovate rapidly, expanding snacking occasions beyond the home and securing shelf presence through retailer partnerships and trade promotions as modern grocery retailers tighten listing requirements and shelf space. Success in this environment requires a sharp focus on affordable, value-led product design, pack-size innovation and agile adaptation to shifting consumption patterns, including the growing importance of family sharing and workplace snacking. With steady value growth projected at a 5% CAGR through 2031 and continued dominance of physical retail, Malaysia’s snacks landscape remains attractive for players able to combine affordability, convenience and locally resonant innovation.
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Overview:
Understand the latest market trends and future growth opportunities for the Snacks industry in Malaysia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Snacks industry in Malaysia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Snacks in Malaysia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Snacks in Malaysia?
- Which are the leading brands in Snacks in Malaysia?
- How are products distributed in Snacks in Malaysia?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Snacks?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Malaysia?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Snacks in Malaysia
2026 Developments
Key Data Insights
Chart 1 Key Industry Trends for Snacks
Urc Snack Foods Drives Affordable Innovation as Shoppers Trade Down
Chart 2 Manufacturers Are Offering New Products at Affordable Prices to Capture the Mass Market
Maestro Swiss and Nestlé Expand Snacking Occasions with Innovation
Chart 3 Local Players Are Venturing into New Categories to Expand Snacking Occasions
Khee San and Urc Win Mass Appeal with Functional, Value-Led Launches
Chart 4 Value Sales 2021-2031
Chart 5 Value Sales by Category 2026
Government Support for Packaged Food Sustains Affordability and Drives Volume
Modern Retail Shifts and Pack-Size Strategies Reshape Consumer Access
Chart 6 Forecast Value Sales 2021-2031
Chart 7 Forecast Value Sales by Category 2026-2031
Chart 8 Analyst Insight for Snacks
Nestlé and Mondelez Secure Shelf Dominance as New Launches Intensify Rivalry
Chart 9 Company Shares 2026
Chart 10 Brand Shares 2026
Small Local Grocers Extend Reach as Brands Leverage Rural Access
E-Commerce Growth Plateaus as Shoppers Stick with Nearby Stores
Chart 11 Retail Channels 2021-2026
Urc Snack Foods and Khee San Drive Affordability with Multi-Pack Launches
Maestro Swiss and Nestlé Expand Snacking Moments with Cross-Category Launches
Chart 12 Economic Context for Snacks
Chart 13 Real GDP Growth 2021-2031
Chart 14 Inflation 2021-2031
Chart 15 Consumer Context for Snacks
Chart 16 Population 2021-2031
Chart 17 Population by Generation 2026
Chocolate Confectionery in Malaysia
Key Data Insights
Chocolate Confectionery Summary
Chart 18 Key Industry Trends for Chocolate Confectionery
Urc Snack Foods Drives Affordable Multi-Packs to Boost Household Sharing
Chart 19 Cloud 9 Crispykrunch Launched in 2025 to Capture Price-Conscious Shoppers
Nestlé Expands Snacking Occasions to Capture Workplace Consumption
Chart 20 Nestlé Taps into New Snacking Moments with the Launch of Milo Bites Double Choc
Countlines Maintain Lead, as Volume Sales Stabilise
Chart 21 Value Sales 2021-2031
Chart 22 Volume Sales 2021-2031
Chart 23 Value Sales by Category 2026
Convenience Retailers Narrow Product Displays as Trade Discounts Drive Listings
Countlines Set to Maintain Their Lead, as Boxed Assortments to Accelerate Growth
Chart 24 Forecast Value Sales 2021-2031
Chart 25 Forecast Value Sales by Category 2026-2031
Chart 26 Analyst Insight for Chocolate Confectionery
Nestlé Leverages Retail Partnerships and Promotions to Sustain Lead
Chart 27 Company Shares 2026
Chart 28 Brand Shares 2026
Small Brands Drive Supermarket Growth by Bypassing High Fees
E-Commerce Lags as Perishability Limits Online Sales
Chart 29 Retail Channels 2021-2026
Urc Snack Foods and Nestlé Respond to Price Pressures with New Pack Strategies
Retailers Intensify Shelf Space Competition as Brands Adjust Formats
Affordable Innovation and New Occasions Reshape Competitive Dynamics
Chart 30 Economic Context for Chocolate Confectionery
Chart 31 Real GDP Growth 2021-2031
Chart 32 Inflation 2021-2031
Chart 33 Consumer Context for Chocolate Confectionery
Chart 34 Population 2021-2031
Chart 35 Population by Generation 2026
Gum in Malaysia
Key Data Insights
Gum Summary
Chart 36 Key Industry Trends for Gum
Gum Sees Steep Contraction Amid Weakening Demand
Consumers Reduce Gum Purchases as Non-Essential Spending Contracts
Chart 37 New Packaging and Flavours Help to Stimulate Gum Demand in Malaysia
Chart 38 Value Sales 2021-2031
Chart 39 Volume Sales 2021-2031
Chart 40 Value Sales by Category 2026
Parents Restrict Bubble Gum Purchases, Leading to Reduced Shelf Presence
Retailers Favour Convenience and Forecourt Channels as Demand Weakens
Chart 41 Forecast Value Sales 2021-2031
Chart 42 Forecast Value Sales by Category 2026-2031
Chart 43 Analyst Insight for Gum
Wrigley Co Launches New Formats to Defend Shelf Dominance
Chart 44 Company Shares 2026
Chart 45 Brand Shares 2026
Small Local Grocers Drive Impulse Gum Purchases through Accessibility
E-Commerce Fails to Gain Traction as Physical Stores Meet Demand
Chart 46 Retail Channels 2021-2026
Chart 47 Economic Context for Gum
Chart 48 Real GDP Growth 2021-2031
Chart 49 Inflation 2021-2031
Chart 50 Consumer Context for Gum
Chart 51 Population 2021-2031
Chart 52 Population by Generation 2026
Sugar Confectionery in Malaysia
Key Data Insights
Sugar Confectionery Summary
Chart 53 Key Industry Trends for Sugar Confectionery
Retail Value Sales Improve, Despite Stagnant Volume Sales
Gummies and Jellies Retain Volume Lead Ahead of Boiled Sweets
Khee San Food Industries Leverages Value Positioning to Outmanoeuvre Competitors
Chart 54 Value Sales 2021-2031
Chart 55 Volume Sales 2021-2031
Chart 56 Value Sales by Category 2026
Brands Respond to Price Concerns with Affordable, Innovative Launches
Packaging and Digital Engagement Drive Impulse Purchases and Brand Differentiation
Health and Affordability Reshape Product Development and Purchasing Decisions
Chart 57 Forecast Value Sales 2021-2031
Chart 58 Forecast Value Sales by Category 2026-2031
Chart 59 Analyst Insight for Sugar Confectionery
Perfetti Van Melle Group Leverages Innovation and Display to Retain Lead
Chart 60 Company Shares 2026
Chart 61 Brand Shares 2026
Small Local Grocers Boost Impulse Sales through Proximity and Pack Variety
Chart 62 Retail Channels 2021-2026
Khee San Food Industries Launches Affordable Lollipops to Capture Cautious Spenders
Perfetti Van Melle and Amos Sweet Inc Sustain Brand Strength through Innovation and Display
Value-Driven Innovation and Targeted Retail Drive Resilience in Challenging Times
Chart 63 Economic Context for Sugar Confectionery
Chart 64 Real GDP Growth 2021-2031
Chart 65 Inflation 2021-2031
Chart 66 Consumer Context for Sugar Confectionery
Chart 67 Population 2021-2031
Chart 68 Population by Generation 2026
Ice Cream in Malaysia
Key Data Insights
Ice Cream Summary
Chart 69 Key Industry Trends for Ice Cream
Fraser and Neave Holdings Drives Value Growth through Affordable Innovation
Chart 70 Magnolia Launches a New Flavour, Magnolia Almond Crush
Magnum, Nestlé and F&N Launch Affordable Variants to Expand Shelf Presence
Chart 71 Magnum Launches New Cornetto Apple Crumble Flavour at 7-Eleven Malaysia
Farm Fresh Accelerates Innovation with Rapid New Launches
Chart 72 Value Sales 2021-2031
Chart 73 Volume Sales 2021-2031
Chart 74 Value Sales by Category 2026
Impulse Ice Cream Set to Maintain Its Lead as Competition for Shelf Space Intensifies
Plant-Based Options Gain Traction as Health and Affordability Trends Converge
Chart 75 Forecast Value Sales 2021-2031
Chart 76 Forecast Value Sales by Category 2026-2031
Chart 77 Analyst Insight for Ice Cream
Farm Fresh Accelerates Share Gains as Leaders Defend with Innovation
Chart 78 Company Shares 2026
Chart 79 Brand Shares 2026
Small Local Grocers Expand Reach by Leveraging Proximity and Broad Brand Choice
Retail E-Commerce Struggles to Gain Traction as Immediate Consumption Drives Store Visits
Foodservice Pricing Prompts Shift Towards Retail as Value-Conscious Shoppers Seek Savings
Chart 80 Retail Channels 2021-2026
Fraser and Neave Holdings Targets Value-Conscious Shoppers with Affordable Impulse Options
Magnum, Nestlé and Farm Fresh Expand Shelf Presence with Rapid New Launches
Chart 81 Economic Context for Ice Cream
Chart 82 Real GDP Growth 2021-2031
Chart 83 Inflation 2021-2031
Chart 84 Consumer Context for Ice Cream
Chart 85 Population 2021-2031
Chart 86 Population by Generation 2026
Savoury Snacks in Malaysia
Key Data Insights
Savoury Snacks Summary
Chart 87 Key Industry Trends for Savoury Snacks
Flavour Innovation and Supportive Economic Conditions Drive Continued Growth
Munchworld Marketing and Mayora Drive Healthier and Novel Snack Options
Chart 88 New Spicy Savoury Snacks Help to Boost Sales
Munchy's and Jacob's Extend Demand with Multigrain and Fibre Launches
Chart 89 Munchy’s Enters the Crisp Category in Malaysia
Chart 90 Value Sales 2021-2031
Chart 91 Volume Sales 2021-2031
Chart 92 Value Sales by Category 2026
Munchworld Marketing Shifts From Biscuits to Puffed Snacks to Drive Portfolio Expansion
Salty Snacks to Lead Volume Sales, While Potato Chips to Capture Fastest Value Growth
Chart 93 Forecast Value Sales 2021-2031
Chart 94 Forecast Value Sales by Category 2026-2031
Chart 95 Analyst Insight for Savoury Snacks
Mondelez Drives Share Gains with Flavour Launches and Distribution Strength
Chart 96 Company Shares 2026
Chart 97 Brand Shares 2026
Small Local Grocers Drive Volume as Convenience Stores Gain Share
Delivery Challenges Limit E-Commerce Growth for Savoury Snacks
Chart 98 Retail Channels 2021-2026
Mondelez and Mamee-Double Decker Boost Sales with Spicy Launches
Munchworld Marketing and Mayora Expand Portfolios with Novel Tastes and Healthier Options
Government Cash Aid and Product Innovation Underpin Strong Demand for Savoury Biscuits
Chart 99 Economic Context for Savoury Snacks
Chart 100 Real GDP Growth 2021-2031
Chart 101 Inflation 2021-2031
Chart 102 Consumer Context for Savoury Snacks
Chart 103 Population 2021-2031
Chart 104 Population by Generation 2026
Sweet Biscuits, Snack Bars and Fruit Snacks in Malaysia
Key Data Insights
Sweet Biscuits, Snack Bars and Fruit Snacks Summary
Chart 105 Key Industry Trends for Sweet Biscuits, Snack Bars and Fruit Snacks
Munchworld Marketing Drives New Product Launches to Win Shelf Space
Chart 106 URC Launches New Crunchy Cracker to Celebrate Chinese New Year
Maestro Swiss Chocolate Expands into Biscuits to Broaden Snacking Occasions
Chart 107 Vico Extends beyond a Malt Drink into Biscuit Sticks
Government Support and Evolving Tastes Underpin Demand for Affordable Snacks
Chart 108 Value Sales 2021-2031
Chart 109 Volume Sales 2021-2031
Chart 110 Value Sales by Category 2026
Government Cash Aid Boosts Sweet Biscuits' Consumption and Accessibility
New Flavour Launches and Health-Driven Reformulations Stimulate Demand
Chart 111 Forecast Value Sales 2021-2031
Chart 112 Forecast Value Sales by Category 2026-2031
Chart 113 Analyst Insight for Sweet Biscuits, Snack Bars and Fruit Snacks
Munchworld Marketing Secures Lead through Innovation and Retailer Partnerships
Chart 114 Company Shares 2026
Chart 115 Brand Shares 2026
Small Local Grocers Extend Their Reach through Lower Listing Fees
Retail E-Commerce Faces Hurdles as Physical Stores Prevail
Chart 116 Retail Channels 2021-2026
Maestro Swiss Chocolate Enters Biscuits to Capture New Snacking Moments
Munchworld Marketing Sustains Leadership with Continuous Flavour Launches
Chart 117 Economic Context for Sweet Biscuits, Snack Bars and Fruit Snacks
Chart 118 Real GDP Growth 2021-2031
Chart 119 Inflation 2021-2031
Chart 120 Consumer Context for Sweet Biscuits, Snack Bars and Fruit Snacks
Chart 121 Population 2021-2031
Chart 122 Population by Generation 2026
Country Reports Disclaimer
The following categories and subcategories are included:
Snacks
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- Chocolate Pouches and Bags
- Boxed Assortments
- Chocolate with Toys
- Countlines
- Seasonal Chocolate
- Tablets
- Other Chocolate Confectionery
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- Bubble Gum
- Chewing Gum
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- Boiled Sweets
- Chewy Candies
- Gummies and Jellies
- Liquorice
- Lollipops
- Medicated Confectionery
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- Power Mints
- Standard Mints
- Toffees, Caramels and Nougat
- Other Sugar Confectionery
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- Frozen Yoghurt
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- Single Portion Dairy Ice Cream
- Single Portion Water Ice Cream
- Plant-based Ice Cream
- Unpackaged Ice Cream
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- Bulk Dairy Ice Cream
- Ice Cream Desserts
- Multi-Pack Dairy Ice Cream
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- Bulk Water Ice Cream
- Multi-Pack Water Ice Cream
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- Nuts, Seeds and Trail Mixes
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- Potato Chips
- Tortilla Chips
- Puffed Snacks
- Rice Snacks
- Vegetable, Pulse and Bread Chips
- Savoury Biscuits
- Popcorn
- Pretzels
- Meat Snacks
- Seafood Snacks
- Other Savoury Snacks
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- Dried Fruit
- Processed Fruit Snacks
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- Cereal Bars
- Protein/Energy Bars
- Fruit and Nut Bars
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- Chocolate Coated Biscuits
- Cookies
- Filled Biscuits
- Plain Biscuits
- Wafers
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This report originates from Passport, our Snacks research and analysis database.
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