COMPETITIVE LANDSCAPE
Catering to everyday hydration allows Fraser & Neave to maintain its dominance
Fraser & Neave Holdings Bhd maintained its leading position in sports drinks in Malaysia in off-trade volume terms in 2025 with its 100 Plus brand. The company has positioned 100 Plus as catering to everyday hydration needs, instead of being merely a sports or active lifestyle drink.
Etika Beverages sees a better volume performance
Fraser & Neave Holdings Bhd was also the most dynamic company in sports drinks in Malaysia in off-trade value terms in 2025, driven by price increases. The company implemented various marketing campaigns, including local sports sponsorships and promotional initiatives such as "For All You Thirst For" and "100 Fold of Health, Luck & Prosperity".
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Overview:
Understand the latest market trends and future growth opportunities for the Sports Drinks 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 Sports Drinks 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 Sports Drinks 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 Sports Drinks in Malaysia?
- To what extent are health considerations impacting consumption of Sports Drinks in Malaysia?
- How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Sports Drinks in Malaysia?
- Which are the leading brands in Sports Drinks in Malaysia?
- What potential exists for multinational or domestic soft drinks companies to expand in Malaysia?
- How are products distributed in Sports Drinks in Malaysia?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How have home seclusion and social distancing measures following COVID-19 impacted sales of Sports Drinks?
- How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
- Where is future growth expected to be most dynamic?
Sports Drinks in Malaysia - Category analysis
KEY DATA FINDINGS
Rising prices lead to greater consumer caution and volume decline
Rising prices and the resultant switch to other soft drinks prevents volume growth
The growth of reduced sugar sports drinks cannot prevent overall decline
Rising health awareness and price stabilisation expected to drive a return to growth
Companies will respond to increasing consumer demand for sustainable options
Potential competition for Fraser & Neave in reduced sugar sports drinks
Catering to everyday hydration allows Fraser & Neave to maintain its dominance
Etika Beverages sees a better volume performance
Small local grocers and hypermarkets remain stable in the leading positions
Slower off-trade volume declines for convenience retailers and vending
Soft Drinks in Malaysia - Industry Overview
Navigating rising costs and the health trend in soft drinks
KEY DATA FINDINGS
Inflation and sugar tax limit the growth of soft drinks in 2025
On-trade growth as consumers indulge and tourist arrivals rise
Soft drinks sees innovation drive youth engagement amidst off-trade slowdown
Government aid and health trend expected to drive stable growth in soft drinks
Sugar tax pressures to reshape soft drinks, with focus on reformulation
Tourists will prioritise safety, driving demand for bottled water and coconut water
F&N maintains its lead in soft drinks, leveraging diverse portfolio against rising costs
Local sourcing, broad distribution, and engaging campaigns propel dynamism for Kara Marketing
Small local grocers maintains its lead amidst intensifying channel competition
Convenience stores, forecourt retailers, and supermarkets see distribution growth
On-trade surges with convenience and tourism, outpacing minimal off-trade growth
Fountain sales in Malaysia
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Sports Drinks
- Regular Sports Drinks
- Reduced Sugar Sports Drinks
Sports Drinks
The choice of sports drink usually depends on the provision of fluids, carbohydrates or both. Included into this subsector are isotonic, hypotonic and hypertonic sports drinks. Isotonic are products that replace lost body fluids, electrolytes (sodium, potassium and chlorides) and glucose in similar concentrations to existing body fluid without causing either swelling or shrinkage of cells. These products usually contain about 5-8% carbohydrate and are intended to be consumed during exercise and/or heat exposure. Hypotonic this product is a weaker solution than your body fluid. These drinks contain less carbohydrate and therefore have lower osmolality (fewer dissolved particles than blood). These drinks help the body to speed up water absorption and are best used when you need urgent fluid replacement, as in after exercise. These drinks are not the best for energy replacement. Hypertonic - this drink is a stronger solution than your body fluid. These drinks are designed to replace and maintain energy levels during exercise of at least one hour. They are absorbed slowly and therefore are not appropriate for fluid replacement. Leading brands in off-trade volume include Gatorade, Powerade and Aquarius. This is the aggregated total of regular and reduced sugar Sports Drinks
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 Sports Drinks research and analysis database.
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