Health and wellness was already an important topic in Malaysia, as in most countries, prior to the COVID-19 crisis and it rose to prominence in 2020 and 2021 as the pandemic began to take its toll. Nonetheless, while consumers have increased their focus on health and wellness the pandemic has also had a huge impact on the local economy with many businesses struggling and jobs and wages coming under threat.
The Health and Wellness in Malaysia report tracks the developments of health-associated product types and the healthy-option positioning of competing brands across different food sectors. It provides the latest retail sales data 2017-2021, allowing you to compare health and wellness categories with each other or in the context of the total market for a sector. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, legislative context or lifestyle influences. Forecasts to 2026 illustrate how the market is set to change.
Product coverage: Focus Categories by Key Functional Ingredients, Health and Wellness by Category, Health and Wellness by Type, Health Wellness by Prime Positioning.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
The Health and Wellness in Malaysia report tracks the developments of health-associated product types and the healthy-option positioning of competing brands across different food sectors. It provides the latest retail sales data 2017-2021, allowing you to compare health and wellness categories with each other or in the context of the total market for a sector. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, legislative context or lifestyle influences. Forecasts to 2026 illustrate how the market is set to change.
Product coverage: Focus Categories by Key Functional Ingredients, Health and Wellness by Category, Health and Wellness by Type, Health Wellness by Prime Positioning.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
- Get a detailed picture of the Health and Wellness market;
- Pinpoint growth sectors and identify factors driving change;
- Understand the competitive environment, the market’s major players and leading brands;
- Use five-year forecasts to assess how the market is predicted to develop.
Table of Contents
EXECUTIVE SUMMARY- Health and wellness in 2021: The big picture
- 2021 key trends
- Competitive landscape
- Retailing developments
- What next for health and wellness?
- Table 1 Sales of Health and Wellness by Type: Value 2016-2021
- Table 2 Sales of Health and Wellness by Type: % Value Growth 2016-2021
- Table 3 Sales of Health and Wellness by Category: Value 2016-2021
- Table 4 Sales of Health and Wellness by Category: % Value Growth 2016-2021
- Table 5 Sales of Health and Wellness by Prime Positioning: Value 2016-2021
- Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2016-2021
- Table 7 NBO Company Shares of Health and Wellness: % Value 2017-2021
- Table 8 LBN Brand Shares of Health and Wellness: % Value 2018-2021
- Table 9 Distribution of Health and Wellness by Format: % Value 2016-2021
- Table 10 Distribution of Health and Wellness by Format and Category: % Value 2021
- Table 11 Forecast Sales of Health and Wellness by Type: Value 2021-2026
- Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2021-2026
- Table 13 Forecast Sales of Health and Wellness by Category: Value 2021-2026
- Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2021-2026
- Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2021-2026
- Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2021-2026
- Summary 1 Research Sources
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Impulse sales hit by COVID-19 measures
- Nestlé launches new Lively brand of reduced sugar RTD tea
- Players look to keep prices down as sales are hit by economic pressures
- BFY beverages anticipated to recover as players seek to benefit from the developing health and wellness trend
- E-commerce for bigger role in BFY beverages
- Increased health consciousness expected to drive demand for functional benefits
- Table 17 Sales of BFY Beverages by Category: Value 2016-2021
- Table 18 Sales of BFY Beverages by Category: % Value Growth 2016-2021
- Table 19 NBO Company Shares of BFY Beverages: % Value 2017-2021
- Table 20 LBN Brand Shares of BFY Beverages: % Value 2018-2021
- Table 21 Distribution of BFY Beverages by Format: % Value 2016-2021
- Table 22 Forecast Sales of BFY Beverages by Category: Value 2021-2026
- Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Sales of FF sports drinks suffer due to the closure of gyms and sports clubs, while FF plant-based hot drinks continue to show promise
- Increase in availability of FF beverages through e-commerce and direct selling
- Health and cost considerations influence sales
- Recovery of FF sports drinks key to growth
- Innovation across FF other hot drinks expected to be seen
- E-commerce set to support growth in FF beverages
- Table 24 Sales of Fortified/Functional Beverages by Category: Value 2016-2021
- Table 25 Sales of Fortified/Functional Beverages by Category: % Value Growth 2016-2021
- Table 26 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2016-2021
- Table 27 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2016-2021
- Table 28 Key Functional Ingredients in Fortified/Functional RTD Tea: % Value 2016-2021
- Table 29 NBO Company Shares of Fortified/Functional Beverages: % Value 2017-2021
- Table 30 LBN Brand Shares of Fortified/Functional Beverages: % Value 2018-2021
- Table 31 Distribution of Fortified/Functional Beverages by Format: % Value 2016-2021
- Table 32 Forecast Sales of Fortified/Functional Beverages by Category: Value 2021-2026
- Table 33 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Premium pricing of NH superfruit 100% juice limits demand in 2021
- Naturally healthy beverages recorded strong growth in retail volume terms over the review period in Malaysia and this continued into 2020 as consumers continued to seek natural and healthy products during the pandemic. More consumers have become conscious of their food and drink intake and are opting for healthier products with a natural positioning. Although growth slowed in 2021 this was largely due to economic pressures with many households being forced to cut back on non-essential spending, or to switch to more affordable products
- Differing fortunes for NH green tea and NH RTD green tea as consumers remain home
- Small Instagram shops helping smaller players gain a foothold in the market
- Economic recovery set to boost growth with bottled water leading the way
- Increasing demand for NH beverages set to encourage new investment
- E-commerce set for further gains but hypermarkets will remain key
- Table 34 Sales of NH Beverages by Category: Value 2016-2021
- Table 35 Sales of NH Beverages by Category: % Value Growth 2016-2021
- Table 36 NBO Company Shares of NH Beverages: % Value 2017-2021
- Table 37 LBN Brand Shares of NH Beverages: % Value 2018-2021
- Table 38 Distribution of NH Beverages by Format: % Value 2016-2021
- Table 39 Forecast Sales of NH Beverages by Category: Value 2021-2026
- Table 40 Forecast Sales of NH Beverages by Category: % Value Growth 2021-2026
2021 DEVELOPMENTS
BETTER FOR YOU PACKAGED FOOD IN MALAYSIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Reduced salt butter and spreads experience the fastest growth in 2021
- Reduced sugar spreads excl honey records flat growth in 2021 due to limited distribution
- Limited distribution and high prices undermine growth
- BFY packaged food is predicted to see slow growth over the forecast period due to high prices and limited distribution
- BFY packaged food set to remain a niche category with growing competition from both regular and other HW packaged food
- Players are likely to penetrate foodservice and other categories over the forecast period
- Table 41 Sales of BFY Packaged Food by Category: Value 2016-2021
- Table 42 Sales of BFY Packaged Food by Category: % Value Growth 2016-2021
- Table 43 NBO Company Shares of BFY Packaged Food: % Value 2017-2021
- Table 44 LBN Brand Shares of BFY Packaged Food: % Value 2018-2021
- Table 45 Distribution of BFY Packaged Food by Format: % Value 2016-2021
- Table 46 Forecast Sales of BFY Packaged Food by Category: Value 2021-2026
- Table 47 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Free from meat tofu and derivatives the most dynamic category in 2021
- Free from dairy other milk alternatives gains traction in 2021 but high prices put the brakes on volume growth
- Free from lactose baby food negatively impacted by COVID-19 measures and a declining birth rate in 2021
- Free from meat set to grow in popularity but free from lactose baby food faces an uncertain future due to falling birth rates
- Free from meat set to benefit from investment in new product development from major packaged food players
- Free from dairy is set for widespread new product development
- Table 48 Sales of Free From by Category: Value 2016-2021
- Table 49 Sales of Free From by Category: % Value Growth 2016-2021
- Table 50 NBO Company Shares of Free From: % Value 2017-2021
- Table 51 LBN Brand Shares of Free From: % Value 2018-2021
- Table 52 Distribution of Free From by Format: % Value 2016-2021
- Table 53 Forecast Sales of Free From by Category: Value 2021-2026
- Table 54 Forecast Sales of Free From by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Consumers turn to FF packaged food to boost their immunity in 2021
- FF packaged food continues to benefit from its healthy image and affordable products with FF bread sales on the rise
- FF packaged food continues to see new product development with focus on health and safety
- FF bread and cereal bars expected to prosper over the forecast period
- FF sweet biscuits and FF breakfast cereals expected to see stable demand over the forecast period
- Players are likely to organise aggressive marketing campaign over the forecast period
- Table 55 Sales of Fortified/Functional Packaged Food by Category: Value 2016-2021
- Table 56 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2016-2021
- Table 57 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2016-2021
- Table 58 Key Functional Ingredients in Fortified/Functional Bread: % Value 2016-2021
- Table 59 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2016-2021
- Table 60 Key Functional Ingredients in Fortified/Functional Milk: % Value 2016-2021
- Table 61 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2016-2021
- Table 62 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2016-2021
- Table 63 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2017-2021
- Table 64 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2018-2021
- Table 65 LBN Brand Shares of Fortified/Functional Bread: % Value 2018-2021
- Table 66 Distribution of Fortified/Functional Packaged Food by Format: % Value 2016-2021
- Table 67 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2021-2026
- Table 68 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- NH olive oil and high fibre bread enjoy strong growth in 2021 thanks to healthy image
- Players expand foothold through new product launches in 2021
- Domestic players turn to marketing and e-commerce to drive sales in 2021
- NH olive oil and high fibre bread are anticipated to grow strongly over the forecast period
- Company strategies expected to focus on new flavours, new packaging and new consumption occasions
- Subscription services set to evolve within NH packaged food
- Table 69 Sales of NH Packaged Food by Category: Value 2016-2021
- Table 70 Sales of NH Packaged Food by Category: % Value Growth 2016-2021
- Table 71 NBO Company Shares of NH Packaged Food: % Value 2017-2021
- Table 72 LBN Brand Shares of NH Packaged Food: % Value 2018-2021
- Table 73 Distribution of NH Packaged Food by Format: % Value 2016-2021
- Table 74 Forecast Sales of NH Packaged Food by Category: Value 2021-2026
- Table 75 Forecast Sales of NH Packaged Food by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Organic baby food struggles for growth in 2021
- Home-cooked food trumps organic baby food thanks to healthier image
- New products launched in organic pasta in 2021
- Organic baby food is anticipated to further decline over the forecast period
- Nestlé’s new plant-based food manufacturing plant a threat to growth
- Organic baby food players are predicted to shift penetration to other categories
- Table 76 Sales of Organic Packaged Food by Category: Value 2016-2021
- Table 77 Sales of Organic Packaged Food by Category: % Value Growth 2016-2021
- Table 78 NBO Company Shares of Organic Packaged Food: % Value 2017-2021
- Table 79 LBN Brand Shares of Organic Packaged Food: % Value 2018-2021
- Table 80 Distribution of Organic Packaged Food by Format: % Value 2016-2021
- Table 81 Forecast Sales of Organic Packaged Food by Category: Value 2021-2026
- Table 82 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2021-2026
