Malaysia

Malaysia’s growth, evolving tastes and increasing purchasing power are driving up F&B exports.

Malaysia’s 2023 growth, exceeding 4%, is driven by diversified exports and robust internal demand, with expectations of acceleration. EU exports like spirits, wines, and dairy-based proteins (e.g., whey powder), along with edible oils and pastries, are flourishing. Despite this, EU agrifood associations have yet to fully tap this market, mainly supplied by China, Indonesia, Thailand, Argentina, and Australia.

Growth drivers in Malaysia’s imported food and beverage market include convenience, high-quality private labels from supermarkets, evolving lifestyles with increased disposable income for dining out. The modern Malaysian consumer also values organic and environmentally sustainable options, with a growing demand for halal products due to a substantial Muslim population and Indonesia’s proximity.

To engage this sophisticated modern consumer effectively, tailored promotional campaigns are essential, particularly for capturing the interest of younger generations exposed to foreigners, owing to Malaysia’s role as a travel hub.

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