Noodles Market Analysis in Malaysia

  • February 2014
  • -
  • Euromonitor International
  • -
  • 55 pages

With the extensive range of instant noodles and plain noodles available in Malaysia, in addition to convenience of short preparation time and the various methods of cooking, noodles is one of the preferred choices for a home-cooked meal among consumers in Malaysia.

Euromonitor International's report offers a comprehensive guide to the size and shape of the industry at a national level. It provides the latest retail sales data from 2005 to 2009 , allowing you to identify the segments driving growth. It identifies the leading firms , the leading brands and offers strategic analysis of key factors influencing the industry - be they new product developments, distribution or pricing issues. Projections to 2014 illustrate how the industry is set to change.

Product coverage: Chilled Noodles, Frozen Noodles, Instant Noodles, Plain Noodles, Snack Noodles.

Data coverage: indsutry size (historic and projections ), market shares , brand shares and distribution channel figures .

Reasons to Buy This Report
* Gain in-depth understanding of the Noodles industry ;
* Identify areas of growth and understand key dynamics ;
* Get a full overview of the competitive landscape , the industry ’s major players and leading brands;
* Anticipate market change with 5 year forecasts .


Table Of Contents

Noodles in Malaysia

September 2010
List of Contents and Tables
PACKAGED FOOD IN MALAYSIA
EXECUTIVE SUMMARY
Recovering Economic Conditions Lead To Steady Improvement
As the economy improved and raw material prices stabilised in 2010, the packaged food industry improved its performance. While many packaged food products, such as rice, noodles, bakery products and baby food, are seen as necessities, an improving economy restores consumer confidence and contributes to rising value sales. Consumers have more spending power to go back to branded staple goods, and demand for value-added products increases. As a result, packaged food managed to achieve faster current value growth in 2010 than in 2009.
Health, Convenience and Indulgence Trends Continue To Drive Innovation
Urbanisation has led to consumers leading more hectic and stressful lifestyles, which has been a factor in greater demand for convenience and easy to prepare meals at home among Malaysians. Manufacturers have responded to this trend by introducing products in convenient packaging, as well as products that are quick and easy to prepare. Rising environmental consciousness and health awareness among consumers also saw manufacturers undertake innovative new product launches, such as Mister Potato Rice Crisps, which contain no added monosodium glutamate (MSG), no artificial colourings, 20% less fat and are cholesterol- and trans fat-free; Sri Kulai bio-degradable microwaveable containers for frozen ready meals; and Magnolia Good Night Low Fat Milk, which contains Lactium, camomile and honey to aid relaxation for deeper and more refreshing sleep.
Nestle (m) Bhd Retains the Leading Position in Packaged Food
In 2009, Nestle (M) Bhd continued to lead packaged food sales in Malaysia, largely due to its long established presence in Malaysia, with strong brand names and active support for its products. New product development is also frequent, such as the launch of Kit Kat Bites Dark Chocolate, Maggi 2-Minute Noodles Mini Fun Size and Nestle Mat Kool Magic ice cream in butterscotch flavour during 2009. Nestle (M) Bhd organises various promotions and contests, such as the Nestle Drumstick BRRR..AVE! on-line contest in June 2009, and promotions like free SpongeBob Figurines with every purchase of Nestle breakfast cereals.
Supermarkets/hypermarkets Remain Popular Backed by Promotional Efforts
Supermarkets/hypermarkets continue to be the leading distribution channel for packaged food in Malaysia, and have become increasingly important. Supermarkets/hypermarkets are active users of various sales promotion methods across a wide range of important product groups, like packaged food, fresh food and beauty and personal care. Rapid expansion strategies undertaken by leading supermarkets/hypermarkets, such as Carrefour, Jusco and Tesco, have also seen the number of supermarkets/hypermarkets increase significantly in Malaysia. For instance, Carrefour opened outlets in Shah Alam and Kota Damansara in February 2010, and Jusco opened one new outlet in Melaka in the same month.
Packaged Food Projected To Show Positive Growth
Packaged food looks set to maintain its positive development over the projection period. Consumers will become more optimistic and gradually regain their confidence due to the improving economy, and thus they will be more willing to spend. Hence, manufacturers will seek to focus on added-value new product development and launch products that offer convenience and health attributes, as demand for innovative and healthier products is expected to grow steadily over the projection period.
KEY TRENDS AND DEVELOPMENTS
Products and Packaging Formats Heighten Consumer Convenience
As a result of the urbanisation trend and increasing westernisation, Malaysian consumer lifestyles have changed, leading to increasing demand for convenience packaged food products. More people, especially women, have entered the workforce, and consequently have less time for traditional activities such as cooking. As a result, packaged food products that offer convenience in terms of packaging and preparation have become more attractive to these urban consumers.
Current Impact
Manufacturers have responded to this trend for convenience by introducing new products in convenient packaging, as well as products that are quick and easy to prepare. For example, Heinz (M) Sdn Bhd introduced Watties SteamFresh Sensations in frozen processed vegetables in 2009. The product comes in flexible packaging with individually portioned vegetables and special seasoning. It is cooked in a few minutes by putting the bagged vegetables in a microwave oven.
In instant noodles, Nestle (M) Bhd launched Maggi 2-Minute Noodles Mini Fun Size, in a packaging size of 30g. Nestle (M) Bhd also introduced Maggi Kreatif Sauce in January 2010, which is an all-in-one wet cooking sauce that combines fresh ingredients in a packet. The sauce is versatile, and can be used with meat, poultry, seafood, vegetables, noodles and rice, for stir-frying, sauteing, braising and grilling.
Outlook
Consumer demand for convenient products in packaged food is expected to continue to increase over the projection period, as consumers, especially those in urban locations, are expected to spend more time at work, thus lead to increasingly hectic lifestyles. Moreover, younger generations will also appreciate convenient packaging and easy-to-prepare formats, due to lack of cooking knowledge, with a greater number of consumers demanding quick, simple and healthy meals at home. Moreover, the trend towards smaller family sizes will also see increase demand for convenient products and packaging in smaller sizes.
Future Impact
Over the projection period, it is expected that manufacturers will launch convenient, practical and easy-to-use packaging formats, such as microwaveable packaging, microwaveable steaming bags, easy-to-hold bottles, easy-to-carry, easy-to-store and easy-open canned/preserved food.
In order to promote green consciousness among consumers, and in line with the government objective for Malaysia to become a fully developed country, the government will participate in educating Malaysians to be more concerned about the environment. Hence, manufacturers are expected to use more eco-friendly materials in packaging, such as recyclable and biodegradable packaging formats, for example AYS Sdn Bhd's Sri Kulai frozen ready meals in bio-degradable containers.
Private Label Products Have Become Increasingly in Demand
Global recession since 2008 has benefited the performance of private label products. Private label products are, on average, about 30% cheaper than national brand products, making them appealing in the context of a weakening economy, which has led to weaker consumer purchasing power and thus reduced spending. An increasing number of consumers are thus willing to try and to spend on private label products.
Modernisation and urbanisation has impacted the retail landscape in Malaysia, with the small and traditional mode of retailing giving way to a trend for shopping complexes and hypermarkets in highly urbanised areas. Rapid expansion in outlet numbers of hypermarkets during 2009 and 2010 also benefited the performance of private label products. For instance, Carrefour Magnificent Diagraph Sdn Bhd opened three new stores in February 2010, while Tesco Stores (M) Sdn Bhd plans to open five new Tesco hypermarkets in 2010, bringing the total number to 38 stores nationwide by the end of the year.
Current Impact
According to a 2008 survey by the Federation of Malaysian Consumers Associations, Malaysians' consumption of private label products is one of the lowest in the world; however, it has increased at a rapid pace in 2009 and 2010. Retailers such as Carrefour, Tesco, Giant, Cold Storage and Jusco have grow ed their private label products, which has created more opportunities for Malaysians to buy private label products. Hence, private label has become increasingly successful in gaining Malaysians' interest. For instance, Tesco launched a new range of Tesco Choice Tidbits sweet and savoury snacks in 2010, such as Tesco Choice Tidbits Preserved Mango and Tesco Choice Tidbits Pistachio. GCH Retail (M) Sdn Bhd grow ed its First Choice frozen processed food range with the launch of Western Beef Balls and Shrimps in Rings, and in November 2009 introduced a frozen pizza range, including First Choice Beef Pepperoni Pizza, Hawaii Chicken Pizza and Chicken Mushroom Pizza.
Retailers are continuously evaluating their private label products, extending their ranges and improving quality, so as to compete with well-established and more familiar brands. For instance, Carrefour Magnificent Diagraph Sdn Bhd reported that the industry player will increase its house brands and fresh food items such as vegetables and fish, and the industry player is also planning to organise weekly meetings so as to get customer feedback regarding Carrefour's private label lines. Tesco Stores (M) Sdn Bhd operates a product testing kitchen to allow consumers to sample Tesco private label products and, at the same time, gather consumer feedback.
Outlook
As a result of the growing trend towards shopping for packaged food at supermarkets and hypermarkets, more of these modern retail stores are expected to open in the near future in Malaysia. There is expected to be greater participation from foreign retailers in promoting locally manufactured brand names and products in hypermarkets, while, at the same time, industry players in Malaysia may be able to reach out to foreign customers through their relationships with retailers which have hypermarket locations all over the world. As a result of these apparently beneficial developments, the government may possibly loosen the guidelines on Foreign Participation in the Distributive Trade Services, so as to attract more foreign retailers and to create more job opportunities for its citizens.
With the expected rise in the number of supermarkets/hypermarkets in Malaysia over the projection period, private label's growth will continue. Retailers will make their private label brands more appealing to consumers in terms of packaging, labelling, quality and variety. Malaysians are typically price-conscious when it comes to fmcg products. Therefore, if they have tried private label products and are satisfied, they will continue to favour private label ranges. Hence, private label is expected to post a challenge to small brands, in particular, with retailers allocating fewer SKUs and smaller shelf space to such brands. Nonetheless, multinationals and major domestic brands are likely to compete strongly with private labels, because these branded products have a strong and loyal consumer base.
Future Impact
Over the projection period, private label product ranges are expected to grow , not only in commodified and basic products, but also in highly differentiated products, such as imported goods from Tesco, from the UK, and Carrefour, from France, that boast premium quality but at affordable prices. Retailers are also likely to grow their product ranges and flavour extensions to cater to the diverse preferences of consumers.
Major manufacturers, such as QSR Brands Bhd and Tricious Foods Sdn Bhd, will continue to manufacture private label products for retailers such as Tesco and Jusco. However, many of these manufacturers, as well as others, will need to compete with private labels, and may opt to develop more extensive product ranges, as private labels generally concentrate on more popular products. Manufacturers may also focus on the production of more sophisticated, premium variants of their products, so as to distinguish their brands from more basic private labels.
Although the economy is expected to improve in the projection period, consumers are likely to continue to buy and use private label products. Many consumers tried private label products during the economic downturn, and found them to be satisfactory, thus they may well not return to purchasing branded products. Retailers will aim to grow their private label product ranges over the projection period, which will further help them to satisfy the different needs of their customers.
Manufacturers Respond To Consumers' Growing Health Concerns
Many Malaysians are attempting to shift towards a healthier diet, although they are frequently are unwilling to sacrifice food flavour in order to do so. At the same time, the majority of consumers are not particularly concerned with health when it comes to food and drinks. As a result, products high in salt and sugar have remained popular among Malaysian consumers. According to Ministry of Health findings, Malaysians' salt intake is 25% higher than the standard set by the World Health Organization, and Malaysian adults consume the equivalent of 10 teaspoons of added and hidden sugar more than the amount recommended by the World Health Organization.
Current Impact
The Ministry of Health Malaysia launched the Reduce your Sugar Intake 2010 campaign, as it is trying to reduce sugar intake among Malaysians and to promote healthy eating, with the aims of reducing the incidence of diabetes, high blood pressures and obesity.
In response to consumers' growing health concerns, manufacturers are offering health benefits as unique selling points for their products. For example, Mamee-Double Decker (M) Bhd highlighted on the product packaging of its Mister Potato Crisps that they contain no trans fats and contain "100% natural potato goodness", while its Mamee Monster product is free from cholesterol, contains no trans fats, is high in protein, and contains natural carotene and natural vitamin E. the instant noodles brand Ruski also highlighted on its product packaging that it contains vitamin A, zinc and iodine.
Manufacturers also launched healthier variants of existing products. For example, Mister Potato Rice Crisps, introduced in the first quarter of 2010, are claimed to be healthier as they contain no added MSG, no artificial colourings, 20% less fat as well as being cholesterol- and trans fat-free.
Outlook
The Ministry of Health Malaysia will continue to run healthy eating campaigns over the projection period. This will help create awareness of the importance of a healthy diet among consumers. Coupled with industry ing campaigns offered by manufacturers, consumers will become better educated regarding the impact of diet on areas such as bone and heart health.
Future Impact
During the projection period, manufacturers are expected to develop and launch healthier products, with attributes such as reduced fat, reduced salt and containing no artificial colourings or flavourings. It is also expected that manufacturers will enhance their product attributes and make the best use of packaging labels to highlight the quality and benefits of the products, to attract consumer attention.
Retailers are expected to launch healthier private label ranges of products in the projection period. As private label is becoming increasingly popular and the products are manufactured by leading local firms , it is easy for retailers to follow suit with their own store brand lines.
Consumers are expected to respond well to healthier products ranges, especially those from their preferred and well-established brand names. As long as healthier ranges do not compromise on taste and retail at affordable prices, consumers are likely to choose more products offering health benefits.
Manufacturers Employ Innovative Approaches To Promote Brand Awareness
Concerted industry ing campaigns have increased their impact on the lives and choices of consumers, with businesses being particularly concerned to promote consumer loyalty. Hence, manufacturers have continued to come up with various industry ing campaigns to encourage consumers to become more attached to industry players and their brands.
Current Impact
As the Malaysian economy returns to growth over the projection period, and with Malaysians becoming more health conscious, manufacturers have responded by introducing innovative industry ing campaigns to attract consumers. For instance, Fonterra Brands (M) Sdn Bhd launched Fernleaf Nutri Check, offering a free health scan and nutrition check for families, as well as free height, weight and body composition assessment for children, in December 2009. Fonterra Brands (M) Sdn Bhd also introduced the Anlene Bone Health Check programme, which is supported by the Ministry of Health, and aims to educate and assist all Malaysians in improving their bone health and reducing the risk of bone disease.
Similarly, Dutch Lady Milk Market Bhd, in collaboration with the Nutrition Society of Malaysia, introduced the Nutribus campaign in May 2009, which continued in the first half of 2010, in conjunction with World Milk Day. The Nutribus travelled around Peninsular Malaysia to educate more people on the importance of dairy consumption.
A different approach was taken by Nestle (M) Bhd, which ran the Maggi Mee My May contest in late 2009. Contestants were encouraged to be creative in including fresh ingredients in cooking with Maggi instant noodles.
Outlook
Innovative industry ing campaigns will continue to be a good way to attract new customers, as well as to maintain the loyalty of existing ones, as these approaches help to deepen brand and product awareness. Hence, manufacturers will always be looking for fun and exciting ways to connect with and engage their customers, so as to capture their interest as well as to create a lasting impression for their brands.
Future Impact
Besides awareness campaigns that help to boost consumers' understanding of their products, manufacturers are expected to continue to collaborate with retailers as well as foodservice operators in launching industry ing campaigns. Manufacturers are also likely to become more creative and adventurous in launching their industry ing campaigns. For example, instead of using normal billboards, they may opt to have mobile trucks that travel around Malaysia to promote their brands and the latest events.
Marketing approaches such as complimentary health checks and campaigns on the importance of dairy consumption are expected to boost consumer demand for packaged food products such as dairy, snack bars and bakery, in particular demand for healthier products.
Indulgence Products Ride on the Wave of Economic Recovery
Malaysia's economy is set for a strong rebound from recession in 2010, with near-term prospects for the economy "favourable", according to projections by the IMF in August 2010. The IMF also projected growth of the Malaysian economy to be close to 7% in 2010. In 2011, Gross Domestic Product growth is predicted to moderate to 5.3%. The recovery has been led by a strong revival in the manufacturing segment , especially export-oriented markets . Consumer confidence and business confidence in Malaysia also continued to improve in 2010, in line with the improving economic conditions. Against this backdrop, indulgence products enjoyed a recovery in 2010. Current value growth of impulse and indulgence products increased in 2010, due in particular to faster current value growth for snack bars and gum.
Current Impact
In 2010, indulgence products, such as artisanal pastries, snack bars, chocolate and ice cream, posted higher current value growth than that seen in 2009. Consumers are returning to these products having reduced their spending in 2009. In response, manufacturers launched rebranding campaigns or new products to cater to the renewed interest of consumers. For example, in November 2009, Häagen-Dazs embarked on a new branding and industry ing campaign to emphasise its position as the leading super-premium ice cream brand in Singapore and Malaysia.
Manufacturers also responded to the improved economic outlook by grow ing their operations. For example, Nestle (M) Bhd has announced plans to invest RM20 million in 2010 and 2011 to increase the production capacity at its Kit Kat plant in Chembong, Negri Sembilan.
Outlook
The economic outlook for Malaysia is positive over the projection period. With improving consumer sentiment, demand for indulgence products is expected to continue to grow. Moreover, as consumers' tastes become more sophisticated, they will welcome new products, especially those that differentiate themselves with health benefits or unique packaging. Premium products, including imported brands, will also gain greater acceptance in Malaysia.
Future Impact
Over the projection period, manufacturers are expected to grow the range of indulgence products in their product portfolios. They are likely to launch new varieties of indulgence products, especially mid-priced products, to attract the growing middle-class. For example, ice cream manufacturers are expected to launch new flavours of multipack ice cream, while artisanal bakeries will continue to introduce new varieties of cakes and pastries. With rising business confidence, manufacturers are also likely to invest more in advertising and promotions. In addition, responding to growing consumer sophistication and demand for high quality products, manufacturers are expected to adopt trendy or innovative packaging so as to create product differentiation.
Retailers are expected to allocate more shelf space to indulgence products, given the rising demand for such products. Supermarkets and hypermarkets are especially well positioned to benefit from the economic recovery to boost their sales of impulse and indulgence products, with the continuing trend of urbanisation and their rapid expansion across Malaysia. They will also organise in-store promotions and sampling to encourage purchase.
As consumers become more sophisticated, they will be more discerning in their purchases. For example, they may read labels more carefully or will prefer healthier or functional products, such as reduced fat ice cream and teeth whitening gum. On the whole, with improving consumer sentiment and rising spending power, consumers are likely to purchase more indulgence products, and will be keen to try out new products. In addition, more people are expected to patronise trendy ice cream parlours or dessert outlets, as they see this not just as a means to consume indulgence products (eg ice cream and artisanal cakes), but also as a part of a modern lifestyle to be enjoyed. This will boost the sales of artisanal players.
MARKET DATA
Data table 1 Sales of Packaged Food by Segment : Volume from 2005 to 2010
2005 2006 2007 2008 2009 2010
Baby Food (Not - - - - - -
calculable)
Bakery ('000 tonnes) 238.5 244.5 251.0 254.9 259.8 263.4
Canned/Preserved Food 76.4 78.8 81.5 84.3 86.6 88.7
('000 tonnes)
Chilled Processed Food 4.7 4.8 4.9 5.1 5.3 5.4
('000 tonnes)
Confectionery ('000 27.2 27.9 28.5 29.0 29.3 29.8
tonnes)
Dairy (Not calculable) - - - - - -
Dried Processed Food 708.6 729.9 753.7 780.6 818.9 848.8
('000 tonnes)
Frozen Processed Food 33.1 34.2 35.4 36.7 37.6 38.7
('000 tonnes)
Ice Cream (Million 39.5 40.7 41.7 42.9 44.1 45.2
litres)
Meal Replacement ('000 0.3 0.5 0.6 0.7 0.8 0.8
tonnes)
Noodles ('000 tonnes) 91.1 93.7 97.0 100.6 104.7 109.3
Oils and Fats ('000 647.7 660.7 672.6 689.4 699.8 713.8
tonnes)
Pasta ('000 tonnes) 0.9 1.0 1.2 1.3 1.5 1.6
Ready Meals ('000 tonnes) 5.5 5.7 6.0 6.2 6.4 6.6
Sauces, Dressings and 67.0 69.5 72.4 75.2 77.5 79.7
Condiments ('000 tonnes)
Snack Bars ('000 tonnes) 0.2 0.2 0.2 0.2 0.2 0.2
Soup ('000 tonnes) 2.1 2.3 2.4 2.5 2.6 2.7
Spreads ('000 tonnes) 8.8 9.2 9.6 9.9 10.3 10.6
Sweet and Savoury 26.8 27.9 29.2 30.5 31.1 31.9
Snacks ('000 tonnes)
Impulse and Indulgence - - - - - -
Products (Not calculable)
Nutrition/Staples (Not - - - - - -
calculable)
Meal Solutions ('000 183.3 189.7 196.8 203.9 209.6 215.3
tonnes)
Packaged Food (Not - - - - - -
calculable)
Source: from official statistics, trade associations, trade press, industry player research, store checks, trade interviews, trade sources
Notes: Sum of segments does not equal total packaged food because of double counting (eg canned soup is included in soups and canned foods)
Volume sales cannot be consolidated due to different unit measurements (eg confectionery in tonnes and ice cream in litres)
Data table 2 Sales of Packaged Food by Segment : Value from 2005 to 2010
RM million
2005 2006 2007 2008 2009 2010
Baby Food 856.3 895.5 961.5 1,126.8 1,218.3 1,316.9
Bakery 2,142.0 2,203.1 2,272.7 2,349.9 2,406.5 2,463.3
Canned/Preserved Food 784.2 810.4 842.3 879.7 902.5 931.2
Chilled Processed Food 218.8 226.4 233.7 243.0 250.3 259.1
Confectionery 789.2 816.8 847.8 879.3 894.3 917.5
Dairy 2,420.1 2,470.9 2,560.6 2,767.8 2,891.4 3,006.2
Dried Processed Food 1,962.9 2,028.0 2,157.5 2,614.9 2,794.1 2,991.7
Frozen Processed Food 412.8 427.7 442.9 463.4 474.1 491.5
Ice Cream 455.3 475.5 498.1 523.3 534.8 548.6
Meal Replacement 34.6 78.2 85.5 112.8 130.9 142.0
Noodles 669.6 686.7 762.4 868.1 939.9 1,044.0
Oils and Fats 1,908.1 1,957.2 2,013.6 2,193.9 2,223.5 2,281.6
Pasta 7.0 7.8 8.8 9.9 11.2 12.6
Ready Meals 87.1 90.2 93.9 98.4 101.0 105.0
Sauces, Dressings and 1,014.7 1,050.7 1,092.7 1,134.6 1,158.4 1,192.9
Condiments
Snack Bars 6.7 7.3 7.1 6.9 7.2 7.7
Soup 37.8 41.3 44.6 47.5 49.2 51.8
Spreads 109.8 114.8 120.2 124.7 129.7 134.7
Sweet and Savoury Snacks 520.8 542.9 567.6 595.2 603.7 623.2
Impulse and Indulgence 3,166.4 3,274.2 3,395.6 3,520.7 3,592.3 3,688.6
Products
Nutrition/Staples 8,057.5 8,332.6 8,711.8 9,789.2 10,256.0 10,759.3
Meal Solutions 2,471.3 2,559.6 2,659.3 2,770.3 2,836.5 2,928.6
Packaged Food 13,680.9 14,150.5 14,749.3 16,062.0 16,666.3 17,357.2
Source: from official statistics, trade associations, trade press, industry player research, store checks, trade interviews, trade sources
Notes: Sum of segments does not equal total packaged food because of double counting (eg canned soup is included in soups and canned foods)
Data table 3 Sales of Packaged Food by Segment : % Volume Growth from 2005 to 2010
2009/10 2005-10 CAGR 2005/10 TOTAL
Baby Food (Not calculable) - - -
Bakery (% volume growth) 1.4 2.0 10.4
Canned/Preserved Food (% volume growth) 2.4 3.0 16.2
Chilled Processed Food (% volume growth) 3.0 3.0 15.7
Confectionery (% volume growth) 1.6 1.8 9.5
Dairy (Not calculable) - - -
Dried Processed Food (% volume growth) 3.6 3.7 19.8
Frozen Processed Food (% volume growth) 2.9 3.2 16.9
Ice Cream (% volume growth) 2.5 2.7 14.5
Meal Replacement (% volume growth) 6.3 19.3 141.7
Noodles (% volume growth) 4.4 3.7 20.0
Oils and Fats (% volume growth) 2.0 2.0 10.2
Pasta (% volume growth) 10.0 11.6 73.4
Ready Meals (% volume growth) 2.9 3.7 20.1
Sauces, Dressings and Condiments (% 2.9 3.5 19.0
volume growth)
Snack Bars (% volume growth) 5.2 0.9 4.7
Soup (% volume growth) 3.1 4.8 26.4
Spreads (% volume growth) 3.2 3.9 20.8
Sweet and Savoury Snacks (% volume 2.6 3.5 19.0
growth)
Impulse and Indulgence Products (Not - - -
calculable)
Nutrition/Staples (Not calculable) - - -
Meal Solutions (% volume growth) 2.7 3.3 17.4
Packaged Food (Not calculable) - - -
Source: from official statistics, trade associations, trade press, industry player research, store checks, trade interviews, trade sources
Notes: Sum of segments does not equal total packaged food because of double counting (eg canned soup is included in soups and canned foods)
Volume sales cannot be consolidated due to different unit measurements (eg confectionery in tonnes and ice cream in litres)
Data table 4 Sales of Packaged Food by Segment : % Value Growth from 2005 to 2010
% current value growth
2009/10 2005-10 CAGR 2005/10 TOTAL
Baby Food 8.1 9.0 53.8
Bakery 2.4 2.8 15.0
Canned/Preserved Food 3.2 3.5 18.7
Chilled Processed Food 3.5 3.4 18.4
Confectionery 2.6 3.1 16.3
Dairy 4.0 4.4 24.2
Dried Processed Food 7.1 8.8 52.4
Frozen Processed Food 3.7 3.6 19.1
Ice Cream 2.6 3.8 20.5
Meal Replacement 8.5 32.6 310.0
Noodles 11.1 9.3 55.9
Oils and Fats 2.6 3.6 19.6
Pasta 12.0 12.3 78.6
Ready Meals 4.0 3.8 20.5
Sauces, Dressings and Condiments 3.0 3.3 17.6
Snack Bars 6.9 2.7 14.4
Soup 5.3 6.5 37.0
Spreads 3.8 4.2 22.7
Sweet and Savoury Snacks 3.2 3.7 19.7
Impulse and Indulgence Products 2.7 3.1 16.5
Nutrition/Staples 4.9 6.0 33.5
Meal Solutions 3.2 3.5 18.5
Packaged Food 4.1 4.9 26.9
Source: from official statistics, trade associations, trade press, industry player research, store checks, trade interviews, trade sources
Notes: Sum of segments does not equal total packaged food because of double counting (eg canned soup is included in soups and canned foods)
Data table 5 GBO Shares of Packaged Food from 2005 to 2009
% retail value rsp
Company 2005 2006 2007 2008 2009
Nestle SA 12.1 11.3 11.5 11.4 11.5
Lam Soon Group 4.1 4.0 4.0 4.0 4.0
Fraser and Neave Ltd 3.1 3.6 3.5 3.4 3.2
Royal FrieslandCampina NV - - - 3.0 3.1
Padiberas Nasional Bhd 2.7 2.6 2.6 3.0 3.0
(BERNAS)
QAF Ltd 2.2 2.2 2.2 2.1 2.1
Danone, Groupe 1.1 1.1 1.8 1.9 2.1
Yeo Hiap Seng Ltd 2.0 1.9 2.0 2.0 2.0
FFM Bhd 2.3 2.3 2.1 2.1 1.9
Fonterra Co-operative 1.8 1.8 1.8 1.8 1.7
Group
Unilever Group 2.1 2.1 1.7 1.7 1.7
Malaysia Dairy 1.4 1.3 1.4 1.5 1.6
Market Pte Ltd
Mamee-Double Decker (M) 1.4 1.4 1.5 1.5 1.5
Bhd
Kraft Foods Inc 0.6 0.6 1.6 1.5 1.5
Silver Bird Group Bhd 1.5 1.4 1.4 1.4 1.4
Serba Wangi Sdn Bhd 1.0 1.1 1.1 1.3 1.3
Yee Lee Corp Bhd 1.6 1.5 1.4 1.4 1.3
Hock Ju Edar Sdn Bhd 1.0 1.1 1.1 1.3 1.2
Felda Holdings Sdn Bhd 1.4 1.4 1.2 1.2 1.2
Denis Freres SA 0.9 0.9 1.0 0.9 1.0
Indofood Sukses Makmur 0.8 0.7 0.8 0.8 0.9
Tbk PT
Cadbury Plc - - - 0.9 0.8
Mead Johnson Nutrition Co - - - - 0.8
Mars Inc 0.5 0.5 0.5 0.8 0.8
Hup Seng Market Bhd 0.7 0.7 0.7 0.7 0.7
Abbott Laboratories Inc 0.3 0.4 0.4 0.6 0.6
GlaxoSmithKline Plc 0.7 0.7 0.7 0.6 0.6
Munchy Food Market 0.6 0.6 0.6 0.6 0.6
Sdn Bhd
Sing Long Foodstuff 0.7 0.7 0.7 0.6 0.6
Trading Co Pte Ltd
KFC Holdings Bhd 0.6 0.5 0.5 0.5 0.5
Artisanal 5.9 5.9 5.8 5.6 5.5
Private Label 2.2 2.3 2.3 2.6 2.8
Generics 1.0 1.0 1.0 0.9 0.9
Others 42.0 42.3 41.0 36.5 35.7
Total 100.0 100.0 100.0 100.0 100.0
Source: from official statistics, trade associations, trade press, industry player research, store checks, trade interviews, trade sources
Data table 6 NBO Shares of Packaged Food from 2005 to 2009
% retail value rsp
Company 2005 2006 2007 2008 2009
Nestle (M) Bhd 12.5 11.6 11.2 11.2 11.4
FandN Dairies (M) Sdn Bhd 2.9 3.4 3.9 3.8 3.5
Lam Soon (M) Bhd 3.5 3.5 3.5 3.5 3.4
Dutch Lady Milk 3.1 3.1 3.0 3.0 3.1
Market Bhd
Gardenia Bakery KL Sdn 2.2 2.2 2.2 2.1 2.1
Bhd
Danone Dumex (M) Sdn Bhd - - 1.8 1.9 2.1
Yeo Hiap Seng (M) Bhd 2.0 1.9 2.0 2.0 2.0
FFM Bhd 2.3 2.3 2.1 2.1 1.9
Fonterra Brands (M) Sdn - 1.8 1.8 1.8 1.7
Bhd
Unilever (M) Holdings 2.1 2.1 1.7 1.7 1.7
Sdn Bhd
Jasmine Food Corp Sdn Bhd 1.5 1.5 1.4 1.6 1.6
Malaysia Milk Sdn Bhd 1.4 1.3 1.4 1.5 1.6
Mamee-Double Decker (M) 1.4 1.4 1.5 1.5 1.5
Bhd
Kraft Foods (M) Sdn Bhd 0.6 0.6 1.6 1.5 1.5
YHL Holding Sdn Bhd 1.1 1.1 1.2 1.4 1.3
Serba Wangi Sdn Bhd 1.0 1.1 1.1 1.3 1.3
Yee Lee Edible Oils Sdn 1.6 1.5 1.4 1.4 1.3
Bhd
Hock Ju Edar Sdn Bhd 1.0 1.1 1.1 1.3 1.2
Delima Oil Products Sdn 1.4 1.4 1.2 1.2 1.2
Bhd
Tesco Stores (Malaysia) 0.9 1.0 1.0 1.1 1.1
Sdn Bhd
Stanson Bakeries Sdn Bhd 1.2 1.1 1.1 1.1 1.1
GCH Retail (M) Sdn Bhd 0.8 0.8 0.8 0.9 1.0
Clouet and Co (KL) Sdn 0.9 0.9 1.0 0.9 1.0
Bhd, A
Bristol-Myers Squibb 0.5 0.6 0.6 0.7 0.8
(M) Sdn Bhd
Mars Malaysia 0.3 0.3 0.5 0.8 0.8
Cadbury Confectionery 0.9 0.8 0.9 0.8 0.8
(M) Sdn Bhd
Hup Seng Perusahaan 0.7 0.7 0.7 0.7 0.7
Makanan (M) Sdn Bhd
Biz-Allianz 0.4 0.4 0.5 0.6 0.6
International (M) Sdn Bhd
Abbott Laboratories (M) 0.3 0.4 0.4 0.6 0.6
Sdn Bhd
Carrefour Magnificent 0.5 0.5 0.5 0.6 0.6
Diagraph Sdn Bhd
Dumex Malaysia Sdn Bhd 1.7 1.7 - - -
Danone (M) Sdn Bhd 1.1 1.1 - - -
New Zealand Milk 1.8 - - - -
Products (M) Sdn Bhd
Artisanal 5.9 5.9 5.8 5.6 5.5
Generics 1.0 1.0 1.0 0.9 0.9
Others 39.6 39.9 40.0 39.2 39.0
Total 100.0 100.0 100.0 100.0 100.0
Source: from official statistics, trade associations, trade press, industry player research, store checks, trade interviews, trade sources
Data table 7 NBO Brand Shares of Packaged Food from 2006 to 2009
% retail value rsp
Brand Firms 2006 2007 2008 2009
Milo Nestle (M) Bhd 3.4 3.4 3.3 3.4
Maggi Nestle (M) Bhd 2.7 2.8 2.9 3.0
Dutch Lady Dutch Lady Milk 2.7 2.8 2.9 2.8
Market Bhd
Yeo's Yeo Hiap Seng (M) Bhd 1.9 2.0 2.0 2.0
Gardenia Gardenia Bakery KL Sdn Bhd 2.1 2.1 2.0 2.0
Dumex Danone Dumex (M) Sdn

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