Soft Drinks in Malaysia

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Soft drinks in 2024: The big picture
• 2024 key trends
• Competitive landscape
• Retailing developments
• Foodservice vs retail split
• What next for soft drinks?

MARKET DATA

• Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2019-2024
• Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2019-2024
• Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2019-2024
• Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2019-2024
• Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2024
• Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2024
• Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2024
• Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2024
• Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2019-2024
• Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2019-2024
• Table 11 Off-trade Sales of Soft Drinks by Category: Value 2019-2024
• Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2019-2024
• Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2019-2024
• Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2019-2024
• Table 15 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2020-2024
• Table 16 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2021-2024
• Table 17 NBO Company Shares of On-trade Soft Drinks (RTD): % Volume 2020-2024
• Table 18 LBN Brand Shares of On-trade Soft Drinks (RTD): % Volume 2021-2024
• Table 19 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2020-2024
• Table 20 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2021-2024
• Table 21 NBO Company Shares of Off-trade Soft Drinks: % Value 2020-2024
• Table 22 LBN Brand Shares of Off-trade Soft Drinks: % Value 2021-2024
• Table 23 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2019-2024
• Table 24 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2019-2024
• Table 25 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2019-2024
• Table 26 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2024
• Table 27 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2024-2029
• Table 28 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2024-2029
• Table 29 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2024-2029
• Table 30 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2024-2029
• Table 31 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2024-2029
• Table 32 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2024-2029
• Table 33 Forecast Off-trade Sales of Soft Drinks by Category: Value 2024-2029
• Table 34 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2024-2029
• Table 35 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2024-2029
• Table 36 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2024-2029

APPENDIX

• Fountain sales in Malaysia

DISCLAIMER

SOURCES

• Summary 1 Research Sources

CARBONATES IN MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• On-trade and fountain sales see strong volume growth, while off-trade volume sales drop
• Constant new product development is key to success as a shift towards functional offerings is observed
• Sustainability gains traction in carbonates

PROSPECTS AND OPPORTUNITIES

• Hike in excise duty for sugary drinks may hinder carbonates, especially in the off-trade channel
• Tourism and Karaoke bode well for carbonates consumption
• Growing appreciation for health-orientated carbonates in Malaysia

CATEGORY DATA

• Table 37 Off-trade vs On-trade Sales of Carbonates: Volume 2019-2024
• Table 38 Off-trade vs On-trade Sales of Carbonates: Value 2019-2024
• Table 39 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2019-2024
• Table 40 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2019-2024
• Table 41 Off-trade Sales of Carbonates by Category: Volume 2019-2024
• Table 42 Off-trade Sales of Carbonates by Category: Value 2019-2024
• Table 43 Off-trade Sales of Carbonates by Category: % Volume Growth 2019-2024
• Table 44 Off-trade Sales of Carbonates by Category: % Value Growth 2019-2024
• Table 45 Total Sales of Carbonates by Fountain On-trade: Volume 2019-2024
• Table 46 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2019-2024
• Table 47 NBO Company Shares of Off-trade Carbonates: % Volume 2020-2024
• Table 48 LBN Brand Shares of Off-trade Carbonates: % Volume 2021-2024
• Table 49 NBO Company Shares of Off-trade Carbonates: % Value 2020-2024
• Table 50 LBN Brand Shares of Off-trade Carbonates: % Value 2021-2024
• Table 51 Forecast Off-trade Sales of Carbonates by Category: Volume 2024-2029
• Table 52 Forecast Off-trade Sales of Carbonates by Category: Value 2024-2029
• Table 53 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2024-2029
• Table 54 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2024-2029
• Table 55 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2024-2029
• Table 56 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2024-2029

JUICE IN MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Marginal volume growth in the off-trade channel amid consumer price-sensitivity and substitution threats
• Prize contests gain momentum in juice
• Key players engage in distribution strategies to expand their reach and engender brand loyalty

PROSPECTS AND OPPORTUNITIES

• The increase in excise duty on sugary drinks is poised to hike prices of juice
• Reconstituted 100% juice is set to continue to struggle in off-trade volume terms
• The outlook for coconut and other plant waters is optimistic

CATEGORY DATA

• Table 57 Off-trade Sales of Juice by Category: Volume 2019-2024
• Table 58 Off-trade Sales of Juice by Category: Value 2019-2024
• Table 59 Off-trade Sales of Juice by Category: % Volume Growth 2019-2024
• Table 60 Off-trade Sales of Juice by Category: % Value Growth 2019-2024
• Table 61 NBO Company Shares of Off-trade Juice: % Volume 2020-2024
• Table 62 LBN Brand Shares of Off-trade Juice: % Volume 2021-2024
• Table 63 NBO Company Shares of Off-trade Juice: % Value 2020-2024
• Table 64 LBN Brand Shares of Off-trade Juice: % Value 2021-2024
• Table 65 Forecast Off-trade Sales of Juice by Category: Volume 2024-2029
• Table 66 Forecast Off-trade Sales of Juice by Category: Value 2024-2029
• Table 67 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2024-2029
• Table 68 Forecast Off-trade Sales of Juice by Category: % Value Growth 2024-2029

BOTTLED WATER IN MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Flavoured bottled water gains popularity amid the health and wellness trend as new players enter the fray
• New products and distribution developments support the high per capita consumption of bottled water in Malaysia
• Strong tourism rebound promises growth opportunities for bottled water

PROSPECTS AND OPPORTUNITIES

• Water supply disruption ramps-up the demand for bottled water and pressure for eco-friendly packaging solutions to mitigate sustainability issues
• Population growth, a rising number of households, improving consumer purchasing power and tourists to push the consumption of bottled water
• Foodservice operators to reduce the offer of complimentary drinking water to stimulate bottled water consumption and profit margins

CATEGORY DATA

• Table 69 Off-trade Sales of Bottled Water by Category: Volume 2019-2024
• Table 70 Off-trade Sales of Bottled Water by Category: Value 2019-2024
• Table 71 Off-trade Sales of Bottled Water by Category: % Volume Growth 2019-2024
• Table 72 Off-trade Sales of Bottled Water by Category: % Value Growth 2019-2024
• Table 73 NBO Company Shares of Off-trade Bottled Water: % Volume 2020-2024
• Table 74 LBN Brand Shares of Off-trade Bottled Water: % Volume 2021-2024
• Table 75 NBO Company Shares of Off-trade Bottled Water: % Value 2020-2024
• Table 76 LBN Brand Shares of Off-trade Bottled Water: % Value 2021-2024
• Table 77 Forecast Off-trade Sales of Bottled Water by Category: Volume 2024-2029
• Table 78 Forecast Off-trade Sales of Bottled Water by Category: Value 2024-2029
• Table 79 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2024-2029
• Table 80 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2024-2029

SPORTS DRINKS IN MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• The expanding number of cafes and restaurants attached to fitness centres spur on-trade volume sales
• Repositioning aims to broaden the use and appeal of 100 Plus
• "Spend-and-Win" contests and sponsorships remain key strategies

PROSPECTS AND OPPORTUNITIES

• Malaysia's route to becoming a "Sporting Nation" by 2025 offers growth opportunities for sports drinks
• Collaboration with brand ambassadors increases brand visibility, credibility and engagement
• Players look to strengthen footholds through distribution strategies

CATEGORY DATA

• Table 81 Off-trade Sales of Sports Drinks: Volume 2019-2024
• Table 82 Off-trade Sales of Sports Drinks: Value 2019-2024
• Table 83 Off-trade Sales of Sports Drinks: % Volume Growth 2019-2024
• Table 84 Off-trade Sales of Sports Drinks: % Value Growth 2019-2024
• Table 85 NBO Company Shares of Off-trade Sports Drinks: % Volume 2020-2024
• Table 86 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2021-2024
• Table 87 NBO Company Shares of Off-trade Sports Drinks: % Value 2020-2024
• Table 88 LBN Brand Shares of Off-trade Sports Drinks: % Value 2021-2024
• Table 89 Forecast Off-trade Sales of Sports Drinks: Volume 2024-2029
• Table 90 Forecast Off-trade Sales of Sports Drinks: Value 2024-2029
• Table 91 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2024-2029
• Table 92 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2024-2029

ENERGY DRINKS IN MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• New product development and innovation are key competitive tools for energy drinks
• Strong partnerships reinforce brand positioning and visibility
• Halal certification to ease doubts among the Muslim-majority population

PROSPECTS AND OPPORTUNITIES

• Urbanisation effects to foster a demand for energy-boosting products
• Interactive marketing campaigns to create customer engagement and propel demand
• Players to shift distribution to improve competitiveness

CATEGORY DATA

• Table 93 Off-trade Sales of Energy Drinks: Volume 2019-2024
• Table 94 Off-trade Sales of Energy Drinks: Value 2019-2024
• Table 95 Off-trade Sales of Energy Drinks: % Volume Growth 2019-2024
• Table 96 Off-trade Sales of Energy Drinks: % Value Growth 2019-2024
• Table 97 NBO Company Shares of Off-trade Energy Drinks: % Volume 2020-2024
• Table 98 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2021-2024
• Table 99 NBO Company Shares of Off-trade Energy Drinks: % Value 2020-2024
• Table 100 LBN Brand Shares of Off-trade Energy Drinks: % Value 2021-2024
• Table 101 Forecast Off-trade Sales of Energy Drinks: Volume 2024-2029
• Table 102 Forecast Off-trade Sales of Energy Drinks: Value 2024-2029
• Table 103 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2024-2029
• Table 104 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2024-2029

CONCENTRATES IN MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• The rise of alternatives undermines powder concentrates while liquid concentrates maintains momentum
• Low shelf visibility, low demand and weak new product development limit growth potential in 2024
• Brands with strong positioning consolidate their leadership

PROSPECTS AND OPPORTUNITIES

• Brand collaboration is an effective marketing strategy to broaden audience reach
• Slowing off-trade (RTD) volume growth is set to prompt a refocus of distribution strategies
• Reduced sugar or sugar-free options may see increased visibility and demand in light of the sugar tax

CATEGORY DATA

• Concentrates Conversions
• Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
• Table 105 Off-trade Sales of Concentrates (RTD) by Category: Volume 2019-2024
• Table 106 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2019-2024
• Table 107 Off-trade Sales of Concentrates by Category: Value 2019-2024
• Table 108 Off-trade Sales of Concentrates by Category: % Value Growth 2019-2024
• Table 109 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2021-2024
• Table 110 NBO Company Shares of Off-trade Concentrates: % Value 2020-2024
• Table 111 LBN Brand Shares of Off-trade Concentrates: % Value 2021-2024
• Table 112 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2020-2024
• Table 113 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2021-2024
• Table 114 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2020-2024
• Table 115 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2021-2024
• Table 116 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2024-2029
• Table 117 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2024-2029
• Table 118 Forecast Off-trade Sales of Concentrates by Category: Value 2024-2029
• Table 119 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2024-2029

RTD TEA IN MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• RTD tea enjoys strong volume growth in the on-trade channel amid foodservice and tourism flow recoveries
• Fresh, limited edition packages and rebranding offer brand refreshes and revitalise consumer interest
• Innovative collaborations to expand market reach

PROSPECTS AND OPPORTUNITIES

• Reduced sugar to outpace regular in off- and on-trade volume growth terms in still RTD tea
• Players to engage in collaborations to boost brand visibility and push purchases
• Digital marketing and new product development offer essential competitive tools

CATEGORY DATA

• Table 120 Off-trade Sales of RTD Tea by Category: Volume 2019-2024
• Table 121 Off-trade Sales of RTD Tea by Category: Value 2019-2024
• Table 122 Off-trade Sales of RTD Tea by Category: % Volume Growth 2019-2024
• Table 123 Off-trade Sales of RTD Tea by Category: % Value Growth 2019-2024
• Table 124 Leading Flavours for Off-trade RTD Tea: % Volume 2019-2024
• Table 125 NBO Company Shares of Off-trade RTD Tea: % Volume 2020-2024
• Table 126 LBN Brand Shares of Off-trade RTD Tea: % Volume 2021-2024
• Table 127 NBO Company Shares of Off-trade RTD Tea: % Value 2020-2024
• Table 128 LBN Brand Shares of Off-trade RTD Tea: % Value 2021-2024
• Table 129 Forecast Off-trade Sales of RTD Tea by Category: Volume 2024-2029
• Table 130 Forecast Off-trade Sales of RTD Tea by Category: Value 2024-2029
• Table 131 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2024-2029
• Table 132 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2024-2029

RTD COFFEE IN MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Greater appreciation of quality and taste in coffee limits RTD coffee's volume growth potential
• Packaging refreshes, product reformulation and unique marketing campaigns keep consumers engaged
• Digital marketing is key to consumer engagement and audience reach

PROSPECTS AND OPPORTUNITIES

• New entrants may add dynamism yet saturate the competitive landscape of RTD coffee
• New product developments to continue to spark excitement among consumers
• Etika Beverages at the forefront of a focus on convenience distribution and marketing

CATEGORY DATA

• Table 133 Off-trade Sales of RTD Coffee: Volume 2019-2024
• Table 134 Off-trade Sales of RTD Coffee: Value 2019-2024
• Table 135 Off-trade Sales of RTD Coffee: % Volume Growth 2019-2024
• Table 136 Off-trade Sales of RTD Coffee: % Value Growth 2019-2024
• Table 137 NBO Company Shares of Off-trade RTD Coffee: % Volume 2020-2024
• Table 138 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2021-2024
• Table 139 NBO Company Shares of Off-trade RTD Coffee: % Value 2020-2024
• Table 140 LBN Brand Shares of Off-trade RTD Coffee: % Value 2021-2024
• Table 141 Forecast Off-trade Sales of RTD Coffee: Volume 2024-2029
• Table 142 Forecast Off-trade Sales of RTD Coffee: Value 2024-2029
• Table 143 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2024-2029
• Table 144 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2024-2029

ASIAN SPECIALITY DRINKS IN MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Off-trade volume sales stagnate but greater penetration boosts on-trade volume sales
• Price promotions prove an effective strategy to stimulate interest and large purchases
• Marketing efforts and product innovation are key ways to gain a competitive edge

PROSPECTS AND OPPORTUNITIES

• Players may redirect their focus to other soft drinks or the on-trade channel
• Strong collaboration with retailers to secure strategic product placement and higher visibility
• Growing interest in healthier beverages presents growth opportunities for Asian speciality drinks

CATEGORY DATA

• Table 145 Off-trade Sales of Asian Speciality Drinks: Volume 2019-2024
• Table 146 Off-trade Sales of Asian Speciality Drinks: Value 2019-2024
• Table 147 Off-trade Sales of Asian Speciality Drinks: % Volume Growth 2019-2024
• Table 148 Off-trade Sales of Asian Speciality Drinks: % Value Growth 2019-2024
• Table 149 NBO Company Shares of Off-trade Asian Speciality Drinks: % Volume 2020-2024
• Table 150 LBN Brand Shares of Off-trade Asian Speciality Drinks: % Volume 2021-2024
• Table 151 NBO Company Shares of Off-trade Asian Speciality Drinks: % Value 2020-2024
• Table 152 LBN Brand Shares of Off-trade Asian Speciality Drinks: % Value 2021-2024
• Table 153 Forecast Off-trade Sales of Asian Speciality Drinks: Volume 2024-2029
• Table 154 Forecast Off-trade Sales of Asian Speciality Drinks: Value 2024-2029
• Table 155 Forecast Off-trade Sales of Asian Speciality Drinks: % Volume Growth 2024-2029
• Table 156 Forecast Off-trade Sales of Asian Speciality Drinks: % Value Growth 2024-2029