PROSPECTS AND OPPORTUNITIES
Makgeolli-based RTD is gaining popularity amid Korean cultural influences and health-conscious trends
Makgeolli-based RTDs, derived from traditional Korean rice wine are gradually gaining acceptance in Malaysia, driven by the rising popularity of Korean culture and a growing interest in lighter, health-oriented alcoholic options. These beverages are perceived as a healthier alternative to conventional alcoholic drinks due to their natural fermentation process, which retains probiotics, vitamins, and minerals from the rice.
Volume sales set to decline as shift to low-ABV beverages gains traction
The decline in RTD volume sales is expected to persist over the forecast period. This downward trend will be largely driven by persistent challenges such as low consumer interest, limited brand awareness, and a lack of sustained marketing efforts.
New product innovations to drive demand among younger adults
To capture the attention of younger, trend-driven adults, RTD brands in Malaysia are expected to lean heavily into product innovation, with a focus on limited-edition flavours, eye-catching packaging, and accessible pricing. Leading brands like Jinro Tok Tok are anticipated to continue launching seasonal or culturally relevant limited-edition flavours, such as those tied to local festivals or K-culture trends, paired with vibrant, collectible packaging.
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Overview:
Understand the latest market trends and future growth opportunities for the RTDs 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.
If you're in the RTDs 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 RTDs 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 RTDs in Malaysia?
- Where is consumer demand for RTDs focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Malaysia?
- How are products distributed in Malaysia?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Rtds in Malaysia - Category analysis
KEY DATA FINDINGS
RTDs faces headwinds amidst shifting consumer preferences and competitive pressures
RTD brands struggle to scale amid stiff competition and low consumer awareness
Hypermarkets remain the leading channel for RTDs due to wider product availability
Makgeolli-based RTD is gaining popularity amid Korean cultural influences and health-conscious trends
Volume sales set to decline as shift to low-ABV beverages gains traction
New product innovations to drive demand among younger adults
Alcoholic Drinks in Malaysia - Industry Overview
Alcoholic drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
On-trade vs off-trade split
What next for alcoholic drinks?
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
TAXATION AND DUTY LEVIES
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
DISCLAIMER
The following categories and subcategories are included:
RTDs
- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
RTDs
RTD stands for ‘ready-to-drink’. Other terms which may be used for these products are FABs, alcopops and premixes. The RTDs sector is the aggregation of malt-, wine-, spirit- and other types of premixed drinks. These drinks usually have an alcohol content of around 5% but this can reach as high as 10% ABV. Premixes containing a high percentage of alcohol of around 15%+ combined with juice or any other soft drink are included here. RTDs are usually marketed as products to be drunk neat, with ice, or as a cocktail ingredient. Fruit-flavoured, vodka-based spirits with an alcohol content of between 16-21% are classified here. Examples: Alizé, Ursus Roter, Berentzen Fruchtige, Kleiner Feigling.
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 RTDs research and analysis database.
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