COMPETITIVE LANDSCAPE
Brands with longstanding history and affordable products are leading the industry
A Clouet & Co (KL) Sdn Bhd is expected to be the leading player in processed fruit and vegetables in 2025 with its Ayam brand leveraging its heritage brand strength, broad product portfolio, and deep distribution network across both modern trade and traditional grocery retailers. The Ayam brand has secured prime shelf space in hypermarkets, supermarkets, and neighbourhood grocers, ensuring high visibility and availability.
Emborg growing strongly
Emborg Foods Aalborg A/S is expected to be the most dynamic company overall in 2025, with growth driven by its aggressive activity in frozen processed potatoes - a category benefiting from modern cooking trends such as air fryer adoption amongst younger consumers. Emborg’s frozen potato products are positioned in terms of quality, promising a crispy crust and soft interior, which resonates with consumers seeking restaurant-style results at home.
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Overview:
Understand the latest market trends and future growth opportunities for the Processed Fruit and Vegetables 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 Processed Fruit and Vegetables 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 Processed Fruit and Vegetables 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 Processed Fruit and Vegetables in Malaysia?
- Which are the leading brands in Processed Fruit and Vegetables in Malaysia?
- How are products distributed in Processed Fruit and Vegetables 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 Processed Fruit and Vegetables?
- 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?
Processed Fruit and Vegetables in Malaysia - Category analysis
KEY DATA FINDINGS
Competition from fresh produce limits growth potential
Maturity of category hinders growth
Frozen processed potatoes sees value growth, but volumes stagnate
Health consciousness leads to concern over processed products and preference for fresh fruit and vegetables
Reformulation beats new product development
Players need to be creative in marketing activities to attract consumers
Brands with longstanding history and affordable products are leading the industry
Emborg growing strongly
Offline stores still the most important channels in processed fruit and vegetables as physical presence is important to attract consumer interest.
Hypermarkets and supermarkets avoid decline
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:
Processed Fruit and Vegetables
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- Shelf Stable Beans
- Shelf Stable Fruit
- Shelf Stable Tomatoes
- Shelf Stable Vegetables
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- Frozen Fruit
- Frozen Processed Potatoes
- Frozen Processed Vegetables
Processed Fruit and Vegetables
This is the aggregation of processed shelf stable fruit and vegetables and processed frozen fruit and vegetables.
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 Processed Fruit and Vegetables research and analysis database.
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