Packaging in 2024: The big picture
Malaysia’s packaging industry was shaped by a mix of economic pressures, sustainability imperatives and evolving consumer lifestyles in 2024. Rising input costs and inflation drove brands to prioritise affordability through smaller pack sizes and multipacks, while growing environmental awareness and microplastic concerns accelerated the shift towards recyclable and eco-friendly materials. Flexible plastics remained dominant for cost efficiency, but paper-based formats, mono-material solutions and refill systems gained traction as companies balanced sustainability with convenience. Regulatory developments, including the Plastic Packaging Tax and progress towards Extended Producer Responsibility (EPR), reinforced industry efforts to adopt recycled content and lightweight designs, positioning packaging as a strategic lever for both cost control and environmental compliance.
2024 key trends
Across food, beverages, beauty, home care and pet care, packaging trends in 2024 reflected a dual focus on convenience and sustainability. Downsized packs and portion-controlled formats performed strongly in food and drinks, catering to health-conscious and budget-sensitive consumers, while multipacks offered value for larger households. Beverage brands accelerated adoption of recycled PET and lightweight PET bottles, complemented by QR-enabled packaging for interactive engagement. Alcoholic drinks saw cans dominate growth due to portability and cost efficiency, while beauty and home care embraced refill pouches, durable outer cases and concentrated formulas to reduce plastic use. Folding cartons were growing in pet food and home care for their recyclability and strong shelf appeal, while resealable bags and single-serve pouches supported convenience and portion control.
Convenience-driven lifestyles accelerate demand for compact and portable food packs
In 2024, one of the most prominent trends across Malaysia’s food packaging landscape was a clear shift towards smaller, more affordable pack sizes as companies responded to rising operational costs, supply chain pressures and increasingly budget-conscious consumers. Consumers across categories are gravitating towards plastic pouches, 200-300ml formats and other downsized packs that offer lower entry prices, support portion control and reduce waste for smaller households. This behaviour is also influenced by growing health and weight-management motivations, which make portion-controlled formats more appealing, while on-the-go lifestyles continue to push demand for compact and convenient single-serve options. At the same time, multipacks are becoming more common for value-driven shoppers who want cost savings without compromising on volume, creating a dual trend of both shrink sizes and bundled formats depending on household needs.
Non-alcoholic drinks packaging shifts towards recycled PET as sustainability preferences strengthen
Malaysia’s beverage packaging landscape in 2024 was shaped by a combination of environmental expectations, evolving consumer behaviour, economic conditions and growing pressure to improve recyclability and reduce plastic waste. In soft drinks, packaging demand continued to rise as post-pandemic mobility, tourism recovery and the popularity of on-the-go formats increased the use of PET bottles and aluminium cans. Sustainability momentum strengthened the shift towards rPET (recycled PET), supported by the gradual increase in Malaysia’s PET recycling rate and by frameworks under the Malaysia Plastics Sustainability Roadmap 2021-2030. While mandatory recycled-content rules are not yet in place, voluntary commitments have driven progress, highlighted by Coca-Cola Malaysia’s launch of 500ml bottles made entirely from recycled plastic (excluding caps and labels). This encouraged broader movement towards lightweight PET, recyclable closures and simplified labels.
Cans gain share as Malaysia’s breweries expand canning capacity
In 2024, Malaysia’s alcoholic drinks market saw cans record strong growth and gain further share as producers expanded capacity and broadened their canned portfolios. Carlsberg Malaysia’s new canning line and Heineken Malaysia’s increased canning output enabled a wider stream of canned launches, including festive and limited edition designs such as Carlsberg’s Chinese New Year series and decorative runs of Tiger Crystal. These eye-catching, seasonal packs encouraged higher unit sales and suited younger consumers who value portability and collectible designs. Smaller multipack formats also performed well, especially in convenience and other retail channels, reinforcing the shift towards canned packaging.
Recycled materials gaining traction in beauty and personal care packaging
A major beauty and personal care packaging trend in Malaysia in 2024 was the strong shift towards refill pouches and reduced-plastic formats, largely driven by retailer initiatives and rising consumer preference for low-waste solutions. Refill pods paired with durable outer cases, lightweight containers designed for repeated use and minimal-material packs gained momentum as shoppers looked for both value and sustainability. Watsons Malaysia played a central role in accelerating this behaviour by expanding its refill station offerings and promoting eco-aligned packaging across its in-house lines, which helped normalise refill habits in categories such as skin care, body care and hair care.
Refill formats gaining momentum in home care as households prioritise affordability
In 2024, Malaysia’s home care packaging landscape was shaped by strong momentum towards eco-friendly, convenient formats, with brands increasingly adopting larger refill pouches, lightweight materials and concentrated formulas. Kao’s Magiclean Floor Cleaner launch stands out as a key innovation, with this 2,800ml flexible pouch using 67% less plastic than the traditional 2,000ml HDPE bottle as well as featuring a convenient spout for easy pouring or direct application. This highlights the growing shift towards sustainable packaging solutions that minimise plastic use while maintaining practicality for busy households. At the same time, folding cartons continued gaining market share, especially in powder detergents. Brands such as Daia, Bio Zip and Dynamo benefit from this format’s durability, strong shelf appeal and ample branding space, and the use of lighter, recycled carton board aligns them with rising sustainability expectations in an increasingly competitive category.
Folding cartons seeing growth in Malaysia’s dog and cat food packaging
A major packaging trend in Malaysia’s dog and cat food market in 2024 was the growing use of folding cartons for dry dog food. These cartons are becoming increasingly popular in this category as they are versatile, cost-effective and sustainable. Made from lightweight yet durable paper-based materials, folding cartons offer the right balance between protection and affordability, which appeals to middle-income urban households that tend to buy smaller, manageable pack sizes. This format also supports convenience through easy storage and transportation, an important factor for busy pet owners living in compact urban homes. At the same time, growing awareness of plastic waste is pushing consumers towards recyclable and biodegradable options, making folding cartons a suitable alternative that allows brands to demonstrate their sustainability commitments.
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Overview:
Understand the latest market trends and future growth opportunities for the Packaging 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 packaging types.
If you're in the Packaging 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 Packaging 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 Packaging in Malaysia?
- Which are the major pack types and how are they performing in Malaysia?
- Have there been any packaging legislative changes in the past 12 months?
- How are consumption trends impacting the packaging landscape?
- What are the key trends and latest product developments in packaging?
- How important are sustainability and recycling to consumers in Malaysia?
- Where is future growth expected to be most significant?
Packaging Industry in Malaysia
Packaging in 2024: The big picture
2024 key trends
Convenience-driven lifestyles accelerate demand for compact and portable food packs
Non-alcoholic drinks packaging shifts towards recycled PET as sustainability preferences strengthen
Cans gain share as Malaysia’s breweries expand canning capacity
Recycled materials gaining traction in beauty and personal care packaging
Refill formats gaining momentum in home care as households prioritise affordability
Folding cartons seeing growth in Malaysia’s dog and cat food packaging
Malaysia updates food packaging rules for clearer labelling.
Malaysia moves towards mandatory EPR for packaging
Plastic packaging tax encourages wider use of recycled materials in Malaysia
Major fmcg players lead voluntary initiatives to support Malaysia’s circular economy goals
DISCLAIMER
The following categories and subcategories are included:
Packaging
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- Baby and Child-specific Products Packaging
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- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
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- Intimate Washes
- Intimate Wipes
- Liquid Soap
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- Eye Liner/Pencil
- Eye Shadow
- Mascara
- Other Lash and Brow Make-Up
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- BB/CC Creams
- Blusher/Bronzer/Highlighter
- Foundation/Concealer
- Powder
- Other Facial Make-Up
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- Lip Gloss
- Lip Liner/Pencil
- Lipstick
- Other Lip Products
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- Nail Polish
- Nail Treatments/Strengthener
- Polish Remover
- Other Nail Products
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- Deodorant Creams
- Deodorant Pumps
- Deodorant Roll-Ons
- Deodorant Sprays
- Deodorant Sticks
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- Hair Removers/Bleaches
- Women's Pre-Shave
- Women's Razors and Blades
- Fragrances Packaging
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- 2-in-1 Products
- Colourants
- Conditioners and Treatments
- Perms and Relaxants
- Salon Professional Hair Care
- Standard Shampoos
- Styling Agents
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- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
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- Men's Bath and Shower
- Men's Deodorants
- Men's Hair Care
- Men's Skin Care
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- Dental Floss
- Denture Care
- Mouth Fresheners
- Mouthwashes/Dental Rinses
- Tooth Whiteners
- Toothbrushes
- Toothpaste
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- Body Care
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- Face Masks
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- Liquid/Cream/Gel/Bar Cleansers
- Facial Cleansing Wipes
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- Basic Moisturisers
- Anti-Agers
- Lip Care
- Toners
- Hand Care
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- Adult Sun Care
- Baby and Child-specific Sun Care
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- Dark Beer
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- Flavoured/Mixed Lager
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- Domestic Lager
- Imported Lager
- Non/Low Alcohol Beer
- Stout
- Cider/Perry
- RTDs
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- Brandy and Cognac
- Liqueurs
- Rum
- Tequila (and Mezcal)
- Whiskies
- White Spirits
- Other Spirits
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- Fortified Wine and Vermouth
- Non-Grape Wine
- Sparkling Wine
- Still Light Grape Wine
- Non Alcoholic Wine
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- Fresh Coffee Beans
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- Fresh Ground Coffee Pods
- Standard Fresh Ground Coffee
- Instant Coffee
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- Black Tea
- Green Tea
- Fruit/Herbal Tea
- Instant Tea
- Other Tea
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- Flavoured Powder Drinks
- Other Plant-based Hot Drinks
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- Asian Speciality Drinks
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- Carbonated Bottled Water
- Flavoured Bottled Water
- Functional Bottled Water
- Still Bottled Water
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- Cola Carbonates
- Non-Cola Carbonates
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- Liquid Concentrates
- Powder Concentrates
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- 100% Juice
- Juice Drinks (up to 24% Juice)
- Nectars (25-99% Juice)
- Coconut and Other Plant Waters
- Energy Drinks
- Sports Drinks
- RTD Coffee
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- Carbonated RTD Tea and Kombucha
- Still RTD Tea
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- Cat Treats and Mixers
- Dry Cat Food
- Wet Cat Food
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- Dog Treats and Mixers
- Dry Dog Food
- Wet Dog Food
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- Dried Baby Food
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- Liquid Milk Formula
- Powder Milk Formula
- Prepared Baby Food
- Other Baby Food
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- Dessert Mixes
- Frozen Baked Goods
- Packaged Bread
- Packaged Cakes
- Packaged Pastries
- Dessert Pies and Tarts
- Breakfast Cereals Packaging
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- Chocolate Pouches and Bags
- Boxed Assortments
- Chocolate with Toys
- Countlines
- Seasonal Chocolate
- Tablets
- Other Chocolate Confectionery
- Gum
- Sugar Confectionery
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- Butter and Spreads
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- Processed Cheese
- Packaged Hard Cheese
- Soft Cheese
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- Flavoured Milk Drinks
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- Fresh Milk
- Shelf Stable Milk
- Goat Milk
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- Powder Milk
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- Sour Milk Products
- Yoghurt
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- Chilled and Shelf Stable Desserts
- Chilled Snacks
- Coffee Whiteners
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- Condensed Milk
- Cream
- Fromage Frais and Quark
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- Plant-based Milk
- Plant-based Yoghurt
- Plant-based Cheese
- Edible Oils Packaging
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- Frozen Yoghurt
- Impulse Ice Cream
- Plant-based Ice Cream
- Take-Home Ice Cream
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- Frozen Fruit
- Frozen Processed Potatoes
- Frozen Processed Vegetables
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- Shelf Stable Beans
- Shelf Stable Fruit
- Shelf Stable Tomatoes
- Shelf Stable Vegetables
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- Chilled Processed Meat
- Frozen Processed Meat
- Shelf Stable Meat
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- Chilled Processed Seafood
- Frozen Processed Seafood
- Shelf Stable Seafood
- Meat and seafood substitutes inc Tofu
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- Dried Ready Meals
- Shelf Stable Ready Meals
- Chilled Ready Meals
- Frozen Ready Meals
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- Chilled Pizza
- Frozen Pizza
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- Meal Kits
- Quick Recipe Kits
- Chilled Lunch Kits
- Prepared Salads
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- Dry Soup
- Shelf Stable Soup
- Chilled Soup
- Frozen Soup
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- Noodles
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- Chilled Pasta
- Dried Pasta
- Rice
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- Bouillon
- Gravy Cubes, Powders and Pots
- Herbs and Spices
- Monosodium Glutamate
- Tomato Pastes and Purées
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- Liquid Recipe Sauces (excl pasta sauces)
- Dry Recipe Sauces
- Pasta Sauces
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- Barbecue Sauces
- Chili Sauces
- Fish Sauces
- Ketchup
- Mayonnaise
- Mustard
- Oyster Sauces
- Salad Dressings
- Soy Sauces
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- Dips
- Pickled Products
- Other Sauces and Condiments
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- Nuts, Seeds and Trail Mixes
- Popcorn
- Pretzels
- Salty Snacks
- Savoury Biscuits
- Meat Snacks
- Seafood Snacks
- Other Savoury Snacks
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- Chocolate Spreads
- Honey
- Jams and Preserves
- Nut and Seed Based Spreads
- Yeast-based Spreads
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- Fruit Snacks
- Snack Bars
- Sweet Biscuits
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
- Other Air Care
- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
- Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
- Laundry Aids
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- Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
- Liquid Detergents
- Other Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Cleaning Solution
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
- Bathroom Cleaners
- Descalers
- Drain Openers
- Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
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This report originates from Passport, our Packaging research and analysis database.
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