Top Growth Opportunities: Bakery & Cereals in Malaysia

  • ID: 4396650
  • Report
  • Region: Malaysia
  • 114 pages
  • GlobalData
1 of 4


  • FFM Berhad
  • Munchy's Group
  • OAF Ltd.
  • PepsiCo
  • The Kellogg Company
  • MORE
Top Growth Opportunities: Bakery & Cereals in Malaysia


Malaysia is one of the fastest growing economies in the Asia-Pacific region, with the potential to become the world's 21st largest economy by 2050, according to HSBC. However, the recent political scandal against its current prime minister has caused the sharp depreciation of the Malaysian Ringgit since 2015.

Malaysia is a relatively small Bakery & Cereals market, but it will see very strong growth over the next five years, with a CAGR of 7.8% by 2021. Rising disposable incomes and a growing middle class will drive further bakery and cereal consumption in Malaysia, as part of a healthy diet, as bakery and cereals contain high levels of fiber and are a source of calories. Younger generations’ growing preference for Westernized products, and further urbanization, will also be among the drivers behind growing bakery and cereal consumption.

In Malaysia, rising demand for convenient food options and consumers’ willingness to seek culinary products with new tastes and flavours is driving the growth of the sector. Furthermore, Malaysia is a country with large base of young population, who has been exposed to western cultures. These consumers have the willingness to spend more on bread products as staple food. Consequently, the Malaysian Bakery & Cereals market offers good opportunities in terms of per capita expenditure in US$ terms.

Malaysian Bakery & Cereals market declined at a CAGR of 2.0% during 2011-2016. However, the market is forecast to register faster growth and is expected to be worth US$1,347.8 Million by 2021. A large young population and rising demand for convenient on-the-go food options are driving the demand for bakery and cereals in the country.

The report "Top Growth Opportunities: Bakery & Cereals in Malaysia", identifies the key demographic groups driving consumption, and what motivates their consumption. When combined with an in-depth study of market and category dynamics, readers are able to identify key opportunities, and what they need to do in order to target them. The report uses a unique method of quantifying consumer trends to highlight the degree of influence they have on consumption within the category.

In particular, this report provides the following:
  • Key consumer demographic groups driving consumption within the Malaysian market. The figures showcase the number of times consumers of specific ages and gender consume Bakery & Cereals, as well as identifying whether these demographic groups "over" consume in the category (i.e. they account for a higher proportion of occasions than the proportion of society they represent overall).
  • A study of market value and volumes over 2011-2016 for Malaysia, supplemented with category, brand and packaging analysis that shows the current state of the market, and how it will evolve over the 2016-2021 period.
  • The degree of influence that the 20 key consumer trends identified by the author have on Bakery & Cereals consumption volumes, with granular analysis on the extent that degree of influences varies between gender and age group.
  • Insight into the implications behind the data, and analysis of how the consumer needs will evolve in the short-to-medium term future.
Companies mentioned in this report: OAF Ltd., Cereal Partners Worldwide S.A., Mondelez International, Inc., The Kellogg Company, PepsiCo, FFM Berhad, Hup Serg Perusahaan Makanan (M) Sdn. Bhd., Torto Food Industries (M) Sdn Bhd., Perfect Food Manufacturing (M) Sdn. Bhd., Munchy's Group.

  • Malaysia was one of the smallest Bakery & Cereals markets in value terms, but further urbanization, rise of middle class, and young generations increasing Westernization are driving growth in Bakery & Cereals consumption.
  • Among the top ten countries, the per capita expenditure of Malaysia in the Bakery & Cereals market is low in US$ terms.
  • There were opportunities for premiumization in some categories such as Breakfast Cereals and Cakes, Pastries & Sweet Pies, where value sales in local currency grew higher than volume consumption, in the 2011-2016 period.
  • Top international Bakery & Cereals brands outperform top domestic ones in Malaysia.
Reasons to buy
  • This report brings together consumer analysis and market data to provide actionable insight into the behavior of Malaysia's Bakery & Cereals consumers.
  • This is based on the author's unique consumer data, developed from extensive consumption surveys and consumer group tracking, which quantifies the influence of 20 consumption motivations in the Bakery & Cereals sector.
  • Category, brand, and packaging dynamics are also examined. This allows product and marketing strategies to be better aligned with the leading trends in the market.
Note: Product cover images may vary from those shown
2 of 4


  • FFM Berhad
  • Munchy's Group
  • OAF Ltd.
  • PepsiCo
  • The Kellogg Company
  • MORE
1. Introducing a top growth market for Bakery & Cereals
Top 10 global growth opportunities scores
Top global issues
Assessment against global strategic issues
Strategic issues map
Predicted future issues for the global sector
Reward and risk assessment
Opportunity score - overview
Consumer spending trends - peer group comparisons
Political, Economic, Social, and Technological: Analysis
Enablers and inhibitors of growth
Rewards and opportunities for growth
Summary of the market

2. Market insight - identifying the opportunities to move into
Market growth by category
Value growth of the market
Volume growth of the market
Level of premiumization by category
Category analysis - key drivers of change

3. Retail and distribution insight - key channels and retailers driving growth
Bakery & Cereals retail channel share
Key Retail Channel trends
Routes to market
Drivers of change in the sector

4. Company and brand insight - the competitive landscape defined
Category fragmentation
Company and brand strength
Private label penetration
Brand share by leading supplier
International and domestic brand analysis
Company and brand strength summary

5. Consumer insight - who, what, when, where, and why
Strategic issues map
Key consumer driver implications
Key consumers trends
Consumer groups
Key Health & Wellness trends
Penetration of Health & Wellness claims by category
Consumer trends summary

6. Product and packaging insights
Key Product Insights
Trends and strategic issues - other notable product trends
Key product innovation case studies
Key Packaging Insights
Trends and strategic issues
Product launch key takeouts

7. White spaces and innovation opportunities - space to move into
Growth segments to target
Consumer spaces to target
Segment opportunities
Product launch key takeouts
Key recommendations

8. Appendix and Definitions

List of Tables
Visualization of 10 countries growth opportunities
Visualization of 10 countries growth opportunities (continued)
Reward and risk assessment
Market value and split, 2011-2021
Winners and losers by category, value, 2016-2021
Volume growth by category, 2011-2021
Winners and losers by category, volume, 2016-2021
Key consumption volume shares by consumer group, 2016
Top categories by volume and CAGR, 2011-2016

List of Figures
Map of top opportunity markets
Map of top global issues
Global issue web
Strategic issues map
Average consumer spend, peer group comparisons, 2011-2021
Market value and split, 2011-2021
Value growth by category, 2011-2016 and 2016-2021
Value market growth by category, 2011-2021
Winners and losers by category, volume, 2016-2021
Value and volume growth by category, 2011-2021
Fragmentation by category, 2011-2016
Private label penetration and CAGR, 2011-2016
Cumulative value share by brand, 2016
Penetration of Health & Wellness claims by category, 2016
Packaging materials volume share, 2016 & 2021
Packaging closure materials volume share, 2016 & 2021
Projected CAGR for top five categories by value, 2016-
Note: Product cover images may vary from those shown
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4 of 4
  • OAF Ltd.
  • Cereal Partners Worldwide S.A.
  • Mondelez International Inc.
  • The Kellogg Company
  • PepsiCo
  • FFM Berhad
  • Hup Serg Perusahaan Makanan (M) Sdn. Bhd.
  • Torto Food Industries (M) Sdn Bhd.
  • Perfect Food Manufacturing (M) Sdn. Bhd.
  • Munchy's Group
Note: Product cover images may vary from those shown
5 of 4
Note: Product cover images may vary from those shown