For food and beverage companies exploring Malaysia, the first question is not only whether there is market potential. It is which channels, partners and positioning actually fit their products.
That was the focus of our work supporting PRODECA – Promotora dels aliments catalans during a business delegation to Kuala Lumpur.
The programme connected five Catalan companies, PONS, MASSET, SUMARROCA, MOLÍ COLOMA and COFAMA, with importers, distributors and industry professionals across foodservice and retail. The aim was to give participants a practical understanding of the market and where their products could realistically fit.
Malaysia is a diverse market. With nearly two-thirds of the population being Muslim, halal plays a central role in the food and beverage sector. The delegation visited MIHAS to better understand halal certification, import procedures and market trends.
At the same time, there is an established non-halal segment, supported by demand from Chinese, Indian and international communities. Products such as wine and pork are available through selected retail and foodservice channels.
One key takeaway was clear: there is no single route into Malaysia. Price matters, but selected premium food and beverage categories can also find opportunities with the right local partners and positioning.
If you are exploring Malaysia or other Southeast Asian markets, feel free to get in touch. We’d be happy to exchange views and share what we have learned on the ground.
@Victor Morales Mora
