COMPETITIVE LANDSCAPE
Leading player benefits from strong brand portfolio and Gulong’s value-positioning
Xiamen Jiahua Import & Export Trading Co Ltd was the leading player in meals and soups category over 2025. The company’s dominance stems from its strong portfolio of popular shelf-stable ready meals, such as Gulong and Narcissus.
Domestic players improve their position
Domestic companies experienced stronger growth in 2025, driven by their proactive engagement with modern grocery retailers and their ability to meet the evolving needs of Malaysian consumers. For example, Kawan Food Mfg Sdn Bhd and Tricious Foods Sdn Bhd has forged strong partnerships with convenience stores, supermarkets, and hypermarkets, ensuring that their products are consistently available and competitively priced.
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Overview:
Understand the latest market trends and future growth opportunities for the Meals and Soups 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 Meals and Soups 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 Meals and Soups 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 Meals and Soups in Malaysia?
- Which are the leading brands in Meals and Soups in Malaysia?
- How are products distributed in Meals and Soups 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 Meals and Soups?
- 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?
Meals and Soups in Malaysia - Category analysis
KEY DATA FINDINGS
Strategies evolve to balance affordability with convenience
Premiumisation and innovation underpins value growth
Dynamism in frozen ready meals reflects premiumisation
Consumers will seek value-driven promotions and convenient meal solutions
“Better for you” and high protein meals to gain traction and embrace the overriding focus on health
Government aid programmes to drive demand for affordable and convenient shelf stable meals and soups
Leading player benefits from strong brand portfolio and Gulong’s value-positioning
Domestic players improve their position
Convenience, scale and product variety give hypermarkets a strong lead in meals and soups distribution
Expansion of convenience stores drives sales growth as the channel supports busy lifestyles
Cooking Ingredients and Meals in Malaysia - Industry Overview
Solid performance for cooking ingredients and meals
KEY DATA FINDINGS
Price sensitive shoppers seek value as health and convenience remain of key importance
Government aid boosts sales of cooking ingredients and meals
Strong home cooking trend encourages a steady stream of new products delivering convenience and value for money
Government aid will support demand for cooking ingredients and meals
Adoption of air fryers will inspire sauce and marinade developments
Lam Soon (M) Bhd leads with its core presence in edible oils
Tricious Foods Sdn Bhd is stand out player with success in frozen ready meals
Competitive landscape heats up between domestic and international players
Small local grocers benefit from offering affordable brands
Supermarkets and hypermarkets push sales via price promotions
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Meals and Soups
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- Dried Ready Meals
- Shelf Stable Ready Meals
- Chilled Ready Meals
- Frozen Ready Meals
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- Dry Soup
- Shelf Stable Soup
- Chilled Soup
- Frozen Soup
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- Chilled Pizza
- Frozen Pizza
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- Meal Kits
- Quick Recipe Kits
- Chilled Lunch Kits
- Prepared Salads
Meals and Soups
This is the aggregation of ready meals, pizza, food kits, prepared salads, and soup. Includes: These are products that have had recipe 'skills' added to them by the manufacturer, resulting in a high degree of readiness, completion and convenience. Food kits is an exception where typically the extent of preparation is much shorter than other meal products; includes meal kits where consumers are to put together pre-portioned ingredients and cook with the guidance of recipe cards. Ready meals are generally accepted to be complete meals that require few or no extra ingredients. However, in the case of shelf stable ready meals, the term also encompasses meal 'centres’; for food kits, they do require a degree of cooking and preparation. As such, some meals may require cooking (ready-to-cook); others may simply need reheating, prior to serving (ready-to-eat). Excludes: Any products sold unpackaged and/or by weight, including food sold from a retail deli counter.
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 Meals and Soups research and analysis database.
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