COMPETITIVE LANDSCAPE
Leading player’s flagship brand seen as offering quality and affordability
Serba Wangi Sdn Bhd is set to be the leading company in rice, pasta and noodles. In 2025 primarily through its flagship brand, Jati, which is widely recognised for offering good quality rice at affordable prices.
Innovation and value for money behind performances of most dynamic players
Indofood (M) Food Industries Sdn Bhd and Yeo Hiap Seng (M) Bhd are expected to be the most dynamic companies overall in 2025. Indofood (M) Food Industries’ performance is being driven by innovation in the instant noodles segments, while Yeo Hiap Seng has benefited from maintaining a value for money proposition.
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Overview:
Understand the latest market trends and future growth opportunities for the Rice, Pasta and Noodles 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 Rice, Pasta and Noodles 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 Rice, Pasta and Noodles 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 Rice, Pasta and Noodles in Malaysia?
- Which are the leading brands in Rice, Pasta and Noodles in Malaysia?
- How are products distributed in Rice, Pasta and Noodles 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 Rice, Pasta and Noodles?
- 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?
Rice, Pasta and Noodles in Malaysia - Category analysis
KEY DATA FINDINGS
Government support helps to maintain category strength
Price sensitivity and government aid support growth in noodles and rice
Instant noodle pouches benefits from new product launches
Affordability remains crucial in the category with the government expected to continue ensuring price stabilisation
Innovation expected in the market
Government aid is expected to further push players to focus on offline retail
Leading player’s flagship brand seen as offering quality and affordability
Innovation and value for money behind performances of most dynamic players
Proximity and affordable offer make small local grocers the leading channel
Hypermarkets and supermarkets expanding with aggressive marketing campaigns
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:
Rice, Pasta and Noodles
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- Chilled Noodles
- Frozen Noodles
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- Instant Noodle Cups
- Instant Noodle Pouches
- Plain Noodles
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- Chilled Pasta
- Dried Pasta
- Rice
Rice, Pasta and Noodles
This is the aggregation of rice, noodles and pasta. Includes: Pre-packaged noodles. Excludes: Any noodles, pasta or rice bought loose, bulk and/or unpackaged. Excludes: Any noodle-based ready meals, which would be tracked under ready meals.
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 Rice, Pasta and Noodles research and analysis database.
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