COMPETITIVE LANDSCAPE
Gardenia Bakery leads
Gardenia Bakery KL Sdn Bhd is set to be the leading player in baked goods in 2025, with a long-established daily delivery and replenishment model that underpins consistent freshness and shelf presence - capabilities that have historically secured leadership in packaged bread and pastries. The brand’s routine stock rotation and frequent deliveries (removing near-expiry loaves and replenishing daily) continue to anchor high on-shelf availability across general trade (small local grocers) and modern trade (supermarkets/hypermarkets), sustaining a strong reputation and repeat purchases.
Kart Food Industries moves to fill space left by rival
Kart Food Industries (M) Sdn Bhd is expected to be the most dynamic company overall in 2025. Kart operates across halal frozen Asian bakery (including pau, paratha/roti canai, pizza, doughnuts, and pies), with ISO/HACCP and JAKIM halal credentials, and has been scaling frozen formats that resonate with the convenience and ready-to-cook trend.
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Overview:
Understand the latest market trends and future growth opportunities for the Baked Goods 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 Baked Goods 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 Baked Goods 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 Baked Goods in Malaysia?
- Which are the leading brands in Baked Goods in Malaysia?
- How are products distributed in Baked Goods 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 Baked Goods?
- 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?
Baked Goods in Malaysia - Category analysis
KEY DATA FINDINGS
Demand supported by key role in local diet
Value sales continue to rise despite static volumes
Pastries seeing strong rise in value
Growth supported by consumer search for affordable breakfast options
Expanding range of health focused products
Players face challenge of rising operational costs in the context of limits on price increases
Gardenia Bakery leads
Kart Food Industries moves to fill space left by rival
Food/drink/tobacco specialists and small local grocers represent the key channels
Hypermarkets seeing significant growth
Staple Foods in Malaysia - Industry Overview
Affordability remains key
KEY DATA FINDINGS
Government aid proves important in maintain sales
Consumers remain price sensitive
Subsidies to remain important
New product development to attract consumers
Strong focus on value for money
Serba Wangi out in front
Emborg benefiting from focus on quality and distribution through modern grocery retailers
Changes in competitive landscape as brands withdraw from market
Small local grocers remains key distribution channel
Supermarkets seeing strong growth
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Baked Goods
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- Packaged Flat Bread
- Unpackaged Flat Bread
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- Packaged Leavened Bread
- Unpackaged Leavened Bread
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- Packaged Cakes
- Unpackaged Cakes
- Dessert Mixes
- Frozen Baked Goods
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- Packaged Pastries
- Unpackaged Pastries
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- Sweet Pies and Tarts
- Frozen Cakes, Sweet Pies and Tarts
Baked Goods
This is the aggregation of bread, pastries, dessert mixes, frozen baked goods and cakes. Note: in most cases, baked goods from in-store bakeries are classified under unpackaged/artisanal. While many such offerings may be finished on-site, they are often prepared, then frozen or par-baked, at other locations. Such production models are very important for supermarket in-store bakeries, which are often used to drive traffic and fill stores with appetising aromas, but for which the labour resources required to run a full-service scratch bakery are not always available. Baked goods baked from central bakeries sold unpackaged in other outlets are classified as unpackaged/artisanal. In the specific case of in-store bakery counters (for example, in supermarkets), if baked goods are finished on-site but then packaged (for example, in a box or bag) with a barcode and price, set out in the store for sale in this packaging and sold like any other packaged food product (i.e. a customer takes the packaged item from a shelf) then this is classified as packaged. If however the baked good is finished on-site, displayed unpackaged but then placed in packaging as part of the transaction (i.e. a supermarket worker at an in-store bakery counter/a customer places it in a box/bag after it has been chosen, to allow it to be carried safely) this is still classified as unpackaged.
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 Baked Goods research and analysis database.
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