Staple foods in 2024: The big picture
New government policy reforms, such as allowing local consumers to withdraw their retirement savings from May 2024, helped sustain demand for staple foods in Malaysia in 2024. Moreover, the government's removal of the diesel subsidy and more cash aid helped offset the impact of inflation on overall consumption.
Key trends in 2024
Health and wellness remained a key trend in staple foods, as a growing number of local consumers, especially the middle class, chose to make more conscious food choices. The pandemic was a key motivator behind this shift, owing to the strong link between obesity and poor COVID-19 outcomes.
Competitive Landscape
Local breakfast cereals players Healthy Grazing Sdn Bhd and Pristine Gourmet Industries Sdn Bhd strengthened their share in 2024 through extensive bundle sales and active participation in food exhibitions. Other companies like Mamee-Double Decker (M) Sdn Bhd, Sam Yang Foods Co Ltd and Ibufood Corp Sdn Bhd are gaining share at the expense of Nestlé (M) Bhd in instant noodles.
Channel developments
Although brick-and-mortar outlets continued to dominate retail value sales of staple foods in 2024, it is worth noting that e-commerce increased its share over the review period, as online platforms, such as Dropee and Potboy, proved to be attractive to price-conscious local consumers. The channel’s share of retail value sales remained the same as the previous year, however, due to the increased mobility of local consumers in the aftermath of the pandemic.
What next for staple foods?
Over the forecast period, local consumers are likely to value convenience, especially for breakfast and dinner meals, and products such as packaged pastries, hot cereals and frozen processed seafood will remain popular. The Malaysian government is expected to adjust the ceiling price for locally produced white rice, while the cost of imported white rice is predicted to increase.
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Overview:
Understand the latest market trends and future growth opportunities for the Staple Foods 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 Staple Foods 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 Staple Foods 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 Staple Foods in Malaysia?
- Which are the leading brands in Staple Foods in Malaysia?
- How are products distributed in Staple Foods 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 Staple Foods?
- 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?
Staple Foods in Malaysia
Staple foods in 2024: The big picture
Key trends in 2024
Competitive Landscape
Channel developments
What next for staple foods?
DISCLAIMER
Baked Goods in Malaysia
KEY DATA FINDINGS
Unpackaged leavened bread, cakes and pastries compete intensively with packaged variants in 2024
Packaged leavened bread and packaged pastries are supported by many new product launches
Dessert mixes and dessert pies and tarts suffer from seasonal consumption and limited innovation
Busier urban lifestyles and the trend for home dining could benefit packaged leavened bread over the forecast period
Ongoing new product development will boost growth in bread and pastries
Frozen baked goods likely to prosper over the forecast period
Breakfast Cereals in Malaysia
KEY DATA FINDINGS
Continued growth for breakfast cereals in 2024, despite higher retail prices
Foodservice operators incorporate breakfast cereals into their menus
International players continue to represent the largest percentage of sales of breakfast cereals in Malaysia
Convenience trend and increase in disposable incomes may benefit retail sales over the forecast period
Innovation will continue apace, with muesli and granola poised to benefit from health and wellness trend
Breakfast cereal players have the potential to expand into other categories
Processed Fruit and Vegetables in Malaysia
KEY DATA FINDINGS
Foodservice volumes enjoy robust growth in 2024
Frozen processed potatoes benefits from convenience, long shelf life and affordability
Premium and private label products lose ground in 2024
Continued growth likely for frozen processed potatoes
New healthier options likely to emerge over the forecast period
Players set to invest in seasonal promotions to boost consumption
Processed Meat, Seafood and Alternatives To Meat in Malaysia
KEY DATA FINDINGS
Modest growth for processed meat, seafood and alternatives to meat in 2024
Domestic players face numerous challenges in 2024
Frozen meat and seafood substitutes flourish in 2024 thanks to new product development
Category expected to see growth as incomes rise
Local manufacturers will continue to face production challenges
Meat and seafood alternatives welcome shelf stable options
Rice, Pasta and Noodles in Malaysia
KEY DATA FINDINGS
Malaysian government intervenes to help to stabilise rice prices and prevent stockpiling in 2024
Instant noodles faces challenges as costs rise and supply chains are disrupted
New product launches stimulate demand for noodles in 2024
Dried pasta will see continued growth, while government initiatives could boost domestic rice supply
Instant noodle players likely to pass on increased costs to local consumers
New product development will generate interest in the years ahead
The following categories and subcategories are included:
Staple Foods
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- Packaged Flat Bread
- Unpackaged Flat Bread
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- Packaged Leavened Bread
- Unpackaged Leavened Bread
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- Packaged Cakes
- Unpackaged Cakes
- Dessert Mixes
- Frozen Baked Goods
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- Packaged Pastries
- Unpackaged Pastries
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- Sweet Pies and Tarts
- Frozen Cakes, Sweet Pies and Tarts
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- Hot Cereals
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- Children's Breakfast Cereals
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- Flakes
- Muesli and Granola
- Other RTE Cereals
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- Shelf Stable Beans
- Shelf Stable Fruit
- Shelf Stable Tomatoes
- Shelf Stable Vegetables
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- Frozen Fruit
- Frozen Processed Potatoes
- Frozen Processed Vegetables
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- Shelf Stable Processed Red Meat
- Shelf Stable Processed Poultry
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- Chilled Processed Red Meat
- Chilled Processed Poultry
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- Frozen Processed Red Meat
- Frozen Processed Poultry
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- Shelf Stable Seafood
- Chilled Processed Seafood
- Frozen Processed Seafood
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- Chilled Meat and Seafood Substitutes
- Frozen Meat and Seafood Substitutes
- Shelf Stable Meat and Seafood Substitutes
- Tofu and Derivatives
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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
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Staple Foods
NOTE: Couscous, polenta and quinoa are excluded from staple foods.
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This report originates from Passport, our Staple Foods research and analysis database.
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