COMPETITIVE LANDSCAPE
Ajinomoto (M) Sdn Bhd secures lead through brand loyalty and innovation
Ajinomoto (M) Sdn Bhd leads the sauces, dips and condiments sector in 2025, primarily due to its long-standing dominance in the monosodium glutamate (MSG) category. The company has cultivated a loyal customer base over the years, with its strong brand recognition ensuring consistent demand for its products.
Smaller brands are gaining traction posing threat to leading players
Ajinomoto and other players face mounting competition from smaller, value-oriented brands such as Lotus’s and Faiza. These competitors have gained traction by offering similar products at lower unit selling prices, a factor that has become increasingly important as consumers grow more price-conscious amidst economic pressures.
San Remo Macaroni Co and Zara Foodstuff Industries display strong performances
San Remo Macaroni Co Pty Ltd emerged as the most dynamic company in the sauces, dips and condiments sector during 2025, driven primarily by notable pricing strategies and promotional activities. The company faced a significant average price hike of 13% for its pasta sauce products compared with 2024.
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Overview:
Understand the latest market trends and future growth opportunities for the Sauces, Dips and Condiments 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 Sauces, Dips and Condiments 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 Sauces, Dips and Condiments 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 Sauces, Dips and Condiments in Malaysia?
- Which are the leading brands in Sauces, Dips and Condiments in Malaysia?
- How are products distributed in Sauces, Dips and Condiments 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 Sauces, Dips and Condiments?
- 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?
Sauces, Dips and Condiments in Malaysia - Category analysis
KEY DATA FINDINGS
Innovations entice consumers seeking health and convenience benefits
Rising prices drive value growth as consumers seek health and convenience in sauces, dips, and condiments
Government aid initiatives contribute to dynamism of soy sauces
Consumption set to rise amid price sensitivity and government aid
Value, versatility and wellness features will spur growth amid price sensitivity
Innovative liquid sauces catering to air fryer trends and local tastes will boost category growth
Ajinomoto (M) Sdn Bhd secures lead through brand loyalty and innovation
Smaller brands are gaining traction posing threat to leading players
San Remo Macaroni Co and Zara Foodstuff Industries display strong performances
Hypermarkets excel with unbeatable variety and value
Supermarkets enjoy strong position through agility, affordability, and shopper engagement
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:
Sauces, Dips and Condiments
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- Liquid Stocks and Fonds
- Stock Cubes and Powders
- Gravy Cubes, Powders and Pots
- Monosodium Glutamate
- Herbs and Spices
- 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
- Fish Sauces
- Ketchup
- Mayonnaise
- Mustard
- Oyster Sauces
- Salad Dressings
- Soy Sauces
- Chili Sauces
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- Dips
- Yeast-based Spreads
- Pickled Products
- Other Sauces and Condiments
Sauces, Dips and Condiments
This is the aggregation of cooking ingredients and condiments, dips, pickled products, sauces, yeast-based spreads, and other sauces, dips and condiments. Excludes: Unpackaged/bulk sauces, dressings and condiments, such as unpackaged herbs and spice or instances where consumers bring an empty contained to be (re)filled. Excludes: Table salt, vinegar, baking ingredients, desiccated coconut, and cooking cream/milk/powder for cooking and baking.
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 Sauces, Dips and Condiments research and analysis database.
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