Competitive Landscape
Aeon Accelerates Store Innovation to Widen Sales Lead
Supermarkets in Malaysia remain highly concentrated in 2025, with AEON Co (M) Bhd holding a commanding position and strengthening its lead. AEON saw its value share rise sharply to 28% in 2025, up from 23% in 2024, aided by store revamps, such as the major redesign of Aeon Shah Alam, and new technology like smart trolleys, expanded self-check-out counters, and grab-and-go counters.
Grab Holdings Leverages Acquisitions to Drive Digital Transformation
In 2025, Grab Holdings Ltd agreed to acquire Everrise Supermarkets, which operates 19 stores in eastern Sarawak, marking its second major acquisition following the earlier purchase of Jaya Grocer. This strategic move underlines its expand geographic reach and scale up digital capabilities.
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Overview:
Understand the latest market trends and future growth opportunities for the Supermarkets 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.
If you're in the Supermarkets 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 Supermarkets 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 Supermarkets in Malaysia?
- Which are the leading retailers in Supermarkets in Malaysia?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- How has the impact of COVID-19 and national lockdown impacted consumer demand?
- Which formats have benefited the most from stockpiling and enforced home seclusion?
- How will the wider economic impact of COVID-19 shape the retail landscape in the future?
- Where is future growth expected to be most dynamic?
Supermarkets in Malaysia - Category analysis
Key Data Insights
Strong Value Growth Driven by Premium Supermarket Retailers
Strong Value Growth Driven by Premium Supermarket Retailers
Focus on Retail E-Commerce Brings Innovations to a Growing Base of Online Shoppers
Jaya Grocer Partners with Global Retailers to Bring Exclusive Private Label Lines
Moderate Growth Prospects in the Supermarket Channel Are Supported by a Surge in Private Label
Aeon and Jaya Grocer Leverage Technology to Boost Shopper Engagement
Aeon Accelerates Store Innovation to Widen Sales Lead
Grab Holdings Leverages Acquisitions to Drive Digital Transformation
Retail in Malaysia - Industry Overview
Retail Growth Slows as Consumers Seek Greater Value-For-Money
Key Data Insights
Retail Growth Slows as Consumers Seek Greater Value-For-Money
Appliances and Electronics Specialists Retain Lead Despite Softening Demand
Ikea Reinvents Store Experience to Drive Physical Footfall and Brand Connection
Strong Focus on Value Amid Cost Pressures Fuels Retail Growth
Shopee, Lazada and Tiktok Shop Expand Social Commerce Reach
Shopee and 99 Speedmart Sustain Leadership as Retail Remains Fragmented
Wow Beauty and Jaya Grocer Signature Set New Experiential Benchmarks
Informal Retail
Opening Hours for Physical Retail
Seasonality
Chinese New Year
Hari Raya Aidilfitri
Deepavali
Christmas
Country Reports Disclaimer
Supermarkets
Supermarkets are chained or independent retail outlets with a selling space of between 400 and 2,500 square metres and with a primary focus on selling food/beverages/tobacco and other groceries. Supermarkets may also sell a selection of non-groceries, but the product mix is skewed towards grocery items. Example brands include Casino, Kroger, and Tesco. Exception: In some markets, primarily the US, Australia and Hong Kong, there are grocery retailer brands that operate outlets with a selling space of over 2,500 square metres, but offer only a very limited range of non-grocery merchandise or none at all. These brands are included in Supermarkets.
See all of our definitionsWhy 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 report originates from Passport, our Supermarkets research and analysis database.
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