Snacks in 2025: The big picture
In 2025, Malaysia’s snacks market is being reshaped by economic pressures and shifting consumer sentiment. A key driver is the country’s persistently low wage levels and underemployment, which have left many Malaysians with limited disposable income and savings. This economic strain has led to more cautious spending behaviour, especially on non-essential items like snacks. At the same time, since 2024 some consumers have been avoiding buying Western brands sparked by political and ethical concerns which has significantly impacted multinational companies such as Nestlé, Unilever, and Mondelez. These players have struggled to regain consumer trust, resulting in a notable decline in demand.
Key trends in 2025
In 2025, Malaysian consumers are increasingly split between two ends of the snacking spectrum: premium indulgence and budget-conscious practicality. On one side, affluent consumers are gravitating towards high-end products, such as Häagen-Dazs ice cream, which offer rich flavours and sophisticated textures. These products are seen as occasional luxuries, often purchased for self-reward or gifting. On the other hand, a large section of the population, constrained by stagnant wages and rising living costs, are turning to low-cost alternatives. Dollar stores and small local grocers have become essential shopping destinations, offering affordable snacks that meet basic cravings without straining household budgets. This polarisation reflects a broader economic divide and signals the need for brands to tailor offerings to both ends of the income spectrum either by increasing value through improved quality and experience or by innovating in cost-effective formats.
Competitive Landscape
Despite maintaining their positions at the top, the leading multinational companies in Malaysia’s snacks market Mondelez, Nestlé, and Unilever—experienced notable declines in 2024 and have struggled to recover in 2025. Mondelez, which ranks first, has seen its strong lead in sweet biscuits eroded as consumers shift toward local alternatives. Products like Oreo and Chips Ahoy! Chipsmore now face stiff competition from homegrown brands that offer similar taste profiles at lower prices. Nestlé, in second place, and Unilever, in third, have also struggled to maintain momentum, particularly in categories like savoury snacks and ice cream. While these players and their brands still benefit from strong distribution and brand recognition, their growth has slowed due to the impact of some local consumers shunning Western brands. Mondelez, in particular, must act swiftly to secure its leadership by localising offerings and reinforcing its relevance in a market that is increasingly favouring regional authenticity and affordability.
Channel developments
In 2025, small local grocers continue to play a vital role in Malaysia’s snacks distribution landscape. These outlets remain especially dominant in categories like savoury snacks and impulse ice cream. Their strength lies in their accessibility and cultural familiarity—Malaysians often visit these shops as part of their daily routine, making them ideal for spontaneous snack purchases. For savoury snacks, which are often shared among family and friends, small local grocers offer a convenient and trusted source. These stores also cater to price-sensitive consumers, offering affordable options in smaller pack sizes. Despite the rise of modern retail formats, the emotional and habitual connection Malaysians have with their neighbourhood stores ensures that these traditional channels remain relevant and resilient.
What next for snacks?
Looking ahead, local brands are expected to maintain strong momentum, particularly in categories like savoury snacks and sweet biscuits. These categories have proven to be highly responsive to local preferences, offering flavours and formats that resonate with Malaysian consumers. Brands such as Julie’s, Hup Seng, and Munchy’s have built trust through their affordability, familiarity, and consistent quality. Meanwhile, Western brands will continue to dominate more consolidated categories like ice cream, where brand equity and product innovation remain key. However, even in these categories, local players are beginning to challenge the status quo. For example, F&N’s King’s Potong ice cream, with its culturally relevant flavours like durian and red bean, is gaining traction. The future will likely see a more balanced market, where local and international brands coexist, each carving out their niche.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Snacks 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 Snacks 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 Snacks 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 Snacks in Malaysia?
- Which are the leading brands in Snacks in Malaysia?
- How are products distributed in Snacks 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 Snacks?
- 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?
Snacks in Malaysia
Snacks in 2025: The big picture
Key trends in 2025
Competitive Landscape
Channel developments
What next for snacks?
DISCLAIMER
Chocolate Confectionery in Malaysia
KEY DATA FINDINGS
Shrinkflation and premiumisation influencing chocolate confectionery
Local players take a bite out of the market as Western brands come under scrutiny
Convenience stores playing a key role in the growth of chocolate confectionery
Growth opportunities expected to rest in adding value
Digital tools expected to shape the market
Demand likely to focus on healthy and sustainable options
Gum in Malaysia
KEY DATA FINDINGS
Chewing gum retains functional appeal but bubble gum sales decline
Leading players consolidate their lead with Wrigley dominating
Distribution remains focused on convenience and accessibility
Functional benefits could be key to keeping gum relevant
Digital tools could offer new benefits to gum
Healthier and more sustainable products likely to attract attention
Sugar Confectionery in Malaysia
KEY DATA FINDINGS
Innovation and social media breathing life into sugar confectionery
Little change in the competitive landscape
Small local grocers dominate sales but lose share to convenience retailers
Players could look to balance indulgence with functionality to push sales
Online sales and marketing set to play a more prominent role in the market
Health and sustainability concerns likely to inform new product development
Ice Cream in Malaysia
KEY DATA FINDINGS
Ice cream on the rise but with consumers seeking healthier options
Competition remains consolidated among a few key players
Small local grocers dominate sales but convenience stores and e-commerce making gains
Market polarisation should help boost sales
New technology can help support the growth and development of ice cream
Healthy indulgence set to be the key trend in ice cream
Savoury Snacks in Malaysia
KEY DATA FINDINGS
Savoury snacks retain their popularity but consumers are making healthier choices
Local and regional players capitalising on the troubles facing Western brands
Small local grocers dominate sales but modern channels making strides
Bright outlook for savoury snacks as the market evolves
New technology expected to reshape the market
Manufacturers will need to adapt to the growing focus on health and sustainability
Sweet Biscuits, Snack Bars and Fruit Snacks in Malaysia
KEY DATA FINDINGS
Sales see strong growth as consumption patterns evolve
Local players taking on a greater role in the market
Distribution landscape evolving in line with local consumption habits
Sales set for steady growth with local players looking to win share
The evolving digital landscape is likely to inform the category’s future development
Health-focused consumers likely to demand healthier snacks
The following categories and subcategories are included:
Snacks
-
-
- Chocolate Pouches and Bags
- Boxed Assortments
- Chocolate with Toys
- Countlines
- Seasonal Chocolate
- Tablets
- Other Chocolate Confectionery
-
- Bubble Gum
- Chewing Gum
-
- Boiled Sweets
- Chewy Candies
- Gummies and Jellies
- Liquorice
- Lollipops
- Medicated Confectionery
-
- Power Mints
- Standard Mints
- Toffees, Caramels and Nougat
- Other Sugar Confectionery
-
-
- Frozen Yoghurt
-
- Single Portion Dairy Ice Cream
- Single Portion Water Ice Cream
- Plant-based Ice Cream
- Unpackaged Ice Cream
-
-
- Bulk Dairy Ice Cream
- Ice Cream Desserts
- Multi-Pack Dairy Ice Cream
-
- Bulk Water Ice Cream
- Multi-Pack Water Ice Cream
-
-
- Nuts, Seeds and Trail Mixes
-
- Potato Chips
- Tortilla Chips
- Puffed Snacks
- Rice Snacks
- Vegetable, Pulse and Bread Chips
- Savoury Biscuits
- Popcorn
- Pretzels
- Meat Snacks
- Seafood Snacks
- Other Savoury Snacks
-
-
- Dried Fruit
- Processed Fruit Snacks
-
- Cereal Bars
- Protein/Energy Bars
- Fruit and Nut Bars
-
- Chocolate Coated Biscuits
- Cookies
- Filled Biscuits
- Plain Biscuits
- Wafers
-
Why 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 Snacks research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!