COMPETITIVE LANDSCAPE
Ferrero SpA is stand out player employing innovative marketing strategies
Ferrero SpA leads sweet spreads in 2025, maintaining its position at the forefront of the category through a multifaceted approach that combines innovative marketing, product quality, and strategic retail partnerships. One of the company's standout initiatives was its marketing campaign centred on festive packaging for Hari Raya in March 2025.
Lotus Bakeries NV leverages strategic partnerships to bolster position
Lotus Bakeries NV emerged as the most dynamic company overall in 2025, distinguishing itself through a combination of strategic partnerships, product innovation, and a focus on premium quality. The company’s collaboration with DKSH Holdings (M) Bhd, a prominent sole distributor, played a pivotal role in expanding the reach of Lotus Biscoff chocolate spreads across modern grocery retailers and the foodservice segment.
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Overview:
Understand the latest market trends and future growth opportunities for the Sweet Spreads 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 Sweet Spreads 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 Sweet Spreads 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 Sweet Spreads in Malaysia?
- Which are the leading brands in Sweet Spreads in Malaysia?
- How are products distributed in Sweet Spreads 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 Sweet Spreads?
- 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?
Sweet Spreads in Malaysia - Category analysis
KEY DATA FINDINGS
Rising prices and innovations give welcome boost to sweet spreads
Value growth driven by rising prices and more discerning choices
Players drive sales growth with innovative nut and seed based spreads
Maturity of sweet spreads category will drive value-focused strategies as price sensitivity remains heightened
Health-led innovation supports growth of sweet spreads as brands focus on functional, natural and better-for-you offerings
Stricter labelling laws for imported sweet spreads could give local brands a competitive advantage
Ferrero SpA is stand out player employing innovative marketing strategies
Lotus Bakeries NV leverages strategic partnerships to bolster position
Hypermarkets support growth with extensive product variety, value promotions, and broad consumer appeal
Supermarkets achieve dynamism supported by the government’s SARA aid programme and convenient locations
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
Sweet Spreads
Excludes: Any products sold unpackaged or in bulk; margarine, butter substitutes, vegetable-oil based, yeast-based, and meat/seafood-based spreads.
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 Sweet Spreads research and analysis database.
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