Sweet Biscuits, Snack Bars and Fruit Snacks in Malaysia

PROSPECTS

New product launches support growth, with focus on young adults seeking convenience

Leading brands have strengthened their foothold through new product launches, especially in cereal bars, filled biscuits and cookies. Cereal bars are gaining traction, as young adults treat them as indulgence products for tea breaks or as part of breakfast.

Consumers seek alternatives in response to rising health awareness

Rising health consciousness among consumers means more are becoming better educated and highly aware of the sugar content in sweet biscuits, snack bars and fruit snacks. Cookies, filled biscuits and wafers in particular all generally have a high sugar content, which is encouraging consumers to opt for sweet biscuits that have a high fibre content and less sugar.

Seasonal price promotions and free gifts optimise peak sales times

Sweet biscuits, snack bars and fruit snacks players organise seasonal price promotions and free gifts to enhance their value proposition to consumers and drive volume sales. For instance, Munchy’s Muzic wafer (Munchy Food Industries) introduced a Chinese New Year Prosperity Box and a free limited edition stainless steel cutlery set in January 2018, which generated volume growth, as consumers often purchase gift boxes of wafers as gifts for families and friends.

COMPETITIVE LANDSCAPE

International leaders drive sales via innovation

Both local and multinational players have a presence in this category. During 2019, Munchy Food Industries led followed by Mondelez (M) Sales, with these two players alone accounting for almost half of total value sales.

Domestic players compete via price and distribution reach

Domestic players struggle to maintain a foothold in sweet biscuits, snack bars and fruit snacks as international players continue to broaden their product range and increase shelf space in modern grocery retailers. Domestic players, such as Munchy Food Industries and Perfect Food Mfg maintain existing product ranges as they do not have the financial clout to invest in new product launches.

New flavours and limited editions attract consumer interest

Many industry players focus on introducing limited editions to stimulate consumer interest, with the regular introduction of new flavours particularly effective in attracting young consumers seeking a sweet snack. Limited edition flavours tend to have a premium and/or seasonal positioning.

Files are delivered directly into your account within a few minutes of purchase.