COMPETITIVE LANDSCAPE
Existing company benefits from gap left in the category, but still face challenges from weak consumer perception
Nestlé (M) Bhd is set to be the leading player in breakfast cereals in 2025. The company is leveraging its strong portfolio of Koko Krunhc, Milo Cereals, Honey Stars, and Fitnesse to capture the gap left by Kellogg’s exit from children’s breakfast cereals and flakes in 2025.
Pristine benefits from extensive distribution and competitive pricing
Pristine Gourmet Industries Sdn Bhd is set to be the most dynamic company in 2025. The company engages strongly with grocery retailers and occupies extensive shelf space in supermarkets and hypermarkets, ensuring high visibility and availability across major retail chains with an extensive range of product variants.
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Overview:
Understand the latest market trends and future growth opportunities for the Breakfast Cereals 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 Breakfast Cereals 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 Breakfast Cereals 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 Breakfast Cereals in Malaysia?
- Which are the leading brands in Breakfast Cereals in Malaysia?
- How are products distributed in Breakfast Cereals 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 Breakfast Cereals?
- 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?
Breakfast Cereals in Malaysia - Category analysis
KEY DATA FINDINGS
Budget consciousness and competition from alternative products hit breakfast cereals
Affordability remains leading factor in purchasing decisions
Hot cereals seen as nutritious and affordable
Range of affordable alternatives hinders potential growth
Health, value, and taste drive choice.
Affordability and transparency amidst shrinkflation
Existing company benefits from gap left in the category, but still face challenges from weak consumer perception
Pristine benefits from extensive distribution and competitive pricing
Small local grocers is the leading channel
E-commerce proving relatively resilient
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:
Breakfast Cereals
- Hot Cereals
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- Children's Breakfast Cereals
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- Flakes
- Muesli and Granola
- Other RTE Cereals
Breakfast Cereals
This is the aggregation of ready-to-eat (RTE) and hot cereals.
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 Breakfast Cereals research and analysis database.
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