Exporter Guide

FOOD AND BEVERAGE

IN MALAYSIA
Market Profile
January 2012

Exporter Guide | Malaysia | Food and Beverage | January 2012
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This document is one of a series of free information tools for exporters produced by New Zealand Trade and Enterprise.
New Zealand Trade and Enterprise provides a wide range of standard services and sophisticated solutions that assist
businesses through every stage of the export process. For information or advice, phone New Zealand Trade and
Enterprise on 0800 555 888, visit www.nzte.govt.nz, or contact your New Zealand Trade and Enterprise client manager.

CONTENTS

1 MARKET STRUCTURE 3
1.1 Market Overview 3
1.2 Market Drivers 4
1.3 Market Potential 5
1.4 Import Trends 6
1.5 Key Players in the Market 8
1.6 Regulatory 9
1.7 Sustainability 10
2 MARKET ENTRY AND DEVELOPMENT 11
2.1 Market Entry Strategies 11
2.2 Points of Differentiation 12
2.3 Long Term Strategic Issues 12
2.4 Distribution Channels 12
3 MARKET RESOURCES AND CONTACTS 14


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1 MARKET STRUCTURE
1.1 Market Overview
Malaysia is regarded as an upper middle income group country. Gross Domestic Product
(GDP) growth is forecast at 4 percent for 2012, with this expected to expand to 5.6
percent in 2013-2016.
i
Sales within the Malaysian food and beverage retail industry were
forecast to reach of US$15.69 billion in 2011 and are predicted to grow to US$21.17bn by
2015.
ii

Processed foods
According to Euromonitor, the overall packaged food industry reached US$5.5 billion in
2011 and is forecast to grow to US$5.9 billion by 2016. The highest value segments of
packaged foods in 2011 were estimated to be dried processed foods at US$955.9
million, followed by dairy at US$948 million, and bakery at US$765.9 million.
iii

Wine
Malaysias population of 27.7 million is approximately 65 percent Malays, 27 percent
Chinese and 8 percent Indians. The Malays are predominantly Muslims who, for religious
reasons, are not permitted to consume any alcoholic drinks.
Although this limits the size of the market for wine to just over one third of the total
population, the Chinese segment does form the wealthiest group of consumers in
Malaysia. This segment numbers around seven million people and forms a solid target
base for imported wines.
Wine is usually not consumed at home. It is a social drink usually consumed on special
occasions. The consumption of red wine has increased in recent years mainly due to
perceived health benefits of drinking red wine.
The overall wine industry reached US$102.2 million in 2011 and is forecast to grow to
US$108.5 by 2016. In 2011, the highest value segment was still light grape wine at
US$98 million. Within this category, the market for red wine is approximately double that
of the market for white.
Fish and seafood
Malaysia has the largest daily intake of fish and seafood consumption per capita within the
ASEAN group of countries. Domestic fish supply was estimated to reach 1.6 million
tonnes in 2011, with around one third of this being imported product.
Meat
There is strong consumer demand for imported beef, mutton and halal products as 60
percent of the population are Muslim. Euromonitor reports that the total Malaysian meat
market reached 1.4 million tonnes in 2011. Chicken is the meat of choice in Malaysia,

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accounting for approximately two thirds of meat sales. Pork follows at around 20 percent
of sales, trailed by beef at 5 percent and sheep meat at less than 1 percent.
1.2 Market Drivers
Rising demand for private label
iv

The global financial crisis has slowed income growth, leading consumers to shift towards
cheaper private label products.The selection of private label products in Malaysias major
supermarket chains is growing. Compared to other countries only a small proportion of
processed food consumption in Malaysia is private label products, suggesting significant
scope for growth. The increasing market share of supermarkets and a growing private
label range within those supermarkets suggests private label sales will increase rapidly.
Convenience
v

Urbanisation, rising incomes and longer working hours are driving greater demand for
convenience and ready-made packaged foods. There is a growing prevalence of
conveniently packaged food products designed for consumption both at and away from
home. Demand for convenient and healthy food products including those safe for people
with diabetes is expected to continue to grow.
Health awareness
vi

The health properties of food are an increasingly important factor among a rising
population of health conscious Malaysian consumers. More food products are being
developed and marketed to target health conscious consumers. Some brands are offering
free health services to promote the health benefits of their products. For example,
Fonterra Brands has offered a free health scan and nutrition check for families. There will
be a greater selection of healthy food such as products with low salt, fat and artificial
additives. Marketing and labelling will emphasise these factors as a selling point.
Indulgence products
vii

Malaysias economic performance is beginning to improve, leading to increased demand
for indulgence products such as chocolate, ice cream and snack bars. Food
manufacturers are rebranding products, developing marketing campaigns and expanding
production to meet the anticipated increase in demand for indulgence products.
Supermarkets are expected to increase their indulgence product ranges and shelf-space.
Growing sales of red wine
viii

Red wine accounts for around 74 percent of total wine volume sales in Malaysia. A major
factor influencing red wine consumption is its perceived health benefits. Red wine will
continue to have the largest share of the market with forecast sales of around two to three
times white wine sales through until 2015.
Demand for higher priced wines is expected to increase among middle and high income
Malaysians as consumers knowledge and appreciation of premium wines rises. As this

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happens, the selection of wines suited to different occasions or meals will grow and
growth will occur in the higher end of the market.
Fish and seafood
Seafood consumption in Malaysia is experiencing high growth, which is expected to
continue. Restaurants sell considerable amounts of seafood and supermarkets are also
expanding their seafood sales. Euromonitor forecast the total Malaysian fish and seafood
market to reach 1,606 thousand tonnes in 2011.
Chicken meat protein of choice
Malaysia has one of the highest per capita consumption rates in the world for chicken, at
34.8kg. Chicken meat is still considered to be the cheapest source of meat protein and the
most popular among Malaysian consumers. This industry has been self-sufficient since
1984.
1.3 Market Potential
The Malaysian food and beverage retail market is expected to grow by around 10 percent
per annum. Malaysian households spend around 24 percent of their household income on
the purchase of food and beverage on average.
Processed foods
ix

As a result of the growing trend towards shopping for packaged food at supermarkets and
hypermarkets, more of these modern retail stores are expected to open in the near future
in Malaysia. With the rise in the number of supermarkets / hypermarkets, the rise in
private labels growth is expected to continue. Greater participation from foreign retailers
in promoting locally manufactured brand names and products in hypermarkets is also
anticipated.
Retailers will make their private label brands more appealing to consumers in terms of
packaging, labelling, quality and variety. Malaysians are typically price-conscious when it
comes to fast moving consumer good (FMCG) products. Therefore, if they have tried
private label products and are satisfied, they will continue to favour private label ranges.
Nonetheless, multinationals and major domestic brands are likely to compete strongly with
private labels as branded products still have a strong and loyal consumer base.
Wine
x

Over the coming years, appreciation of wine is expected to increase amongst middle to
high income consumers. As a result, a growing number of consumers are likely to
base wine purchasing decisions on factors other than price.
In addition, it should be noted that a growing number of brandy drinkers are switching to
wine. Even at dinners and weddings, many Chinese people can now be seen toasting with
wines instead of brandy. For example, the hotel Westin Kuala Lumpur has reported that
brandy is increasingly being replaced with wine during main meals, although brandy
remains popular after meals. Seasoned brandy drinkers are now turning to wine because

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they find it healthy and more civilised and this trend is expected to continue over the
coming years.
In the short term, wine priced at RM30-RM50 (Approx NZ$15 - $25) a bottle will continue
to lead sales. However, as a result of producer and retailer promotion, education, and
tasting campaigns, demand for a growing range of different wines suitable for different
occasions is expected to increase over the coming years.
Fish and seafood
Consumption of fish and seafood is expected to grow in line with growth in overall
disposable household income. Aquaculture is becoming economically more important as a
way of increasing local fish production for food security. However, production is still very
small when compared to capture fisheries: it contributes less than 0.2 percent to GDP.
Meat
The Malaysian Government plans to develop its food processing industry with a particular
emphasis on halal food products, which have the potential to expand into international
markets. This also provides an opportunity for New Zealand exporters to cooperate with
the Malaysian food processing industry and participate in its plan for global expansion.
1.4 Import Trends
The bulk of Malaysias imports are food ingredients, rather than retail packed products
because Malaysia has a large and strong processed food and drinks industry that supplies
both the local market and export markets in Asia and the Middle East. The main imports
are unprocessed cereals, edible oils, cocoa and its products, sugar and its products and
fish and seafood.
xi

In the year ended J une 2011, Malaysia was New Zealands 8th most significant food and
beverage export market (NZ$640 million). In the last year New Zealands food and
beverage exports to Malaysia grew by 14.6 percent.
New Zealands top ten food and beverage exports to Malaysia (year/end June 2011)
Product June 2010
(NZ$m)
June
2011
(NZ$m)
%
Change
11/10
Competition
(% share of Malaysi as
imports y/e June 2011)
Milk and cream,
concentrated /
sweetened
276 318 15.29%
NZ (63%), United States (14%),
Australia (9%)
Meat of sheep /
goats, fresh / chilled
/ frozen
44 72 63.92%
Australia (56%), NZ (42%),
China (2%)
Butter / other fats &
oils derived from
36 55 52.27%
NZ (61%), Australia (32%),
Belgium (2%)

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Product June 2010
(NZ$m)
June
2011
(NZ$m)
%
Change
11/10
Competition
(% share of Malaysi as
imports y/e June 2011)
milk ;
Malt extract; food
prep of flour <40%
cocoa
57 39 -31.22% Thailand (20%), Singapore
(16%), Philippines (13%)NZ
(11%)
Cheese and curd 26 28 9.22%
NZ (40%), Australia (37%),
United States (11%)
Meat of bovine
animals, frozen
11 14 31.59% India (79%), Australia (12%),
NZ (3%)
Fruits nes, fresh 12 10 -12.18% Thailand (44%), South Korea
(22%), NZ (11%)
Vegetables nes,
prepr or presv o/w
than by vinegar
8 10 22.30%
United States (45%), NZ(16%),
Netherlands (15%)
Apples, pears and
quinces, fresh
6 9 52.76% China (54%), South Africa
(29%), United States (8%)
NZ (3%)
Food preparations,
nes
8 9 5.87% Singapore (25%), United
States(18%),
Netherlands(13%)NZ(2%)
Sources: Statistics NZ, via The World Trade Atlas; International Trade Centre (ITC), Trade Map
Processed foods
Malaysias regional neighbours are its major suppliers of packaged food and beverage
imports. In 2010, the most significant source country by value was Indonesia (28.0
percent), followed by Australia (11.1 percent), Thailand (10.9 percent), Singapore (9.2
percent) and China (9.2 percent). New Zealand held 13th place, supplying around US$67
million worth of packaged food and beverage items. This is approximately 1.8 percent of
the total packaged food and beverage imports into Malaysia.
Singapore was the main destination for Malaysian packaged food and beverage exports.
Regional partners again account for a significant share of Malaysias trade, along with the
United States.
Wine
Malaysia imported a total of US$51 million in wine in 2010. New Zealand was Malaysias
7th most significant wine supplier supplying 3.2 percent of all imported product.
Australia, however, held the lions share of the market with a 43.4 percent market share.
Other major suppliers include France and Chile. It is likely that there will be increasing

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opportunity to introduce new varieties to Malaysian consumers in the near future (for
example Pinot Noir, Pinot Gris and Riesling).
Fish and seafood
Malaysia is a net exporter of fish and seafood products, with imports totalling US$693
million in 2010, in contrast to exports of US$699 million. In term of aquaculture imports
(mussels, oysters and salmon), New Zealand was the 5th most significant supplier to
Malaysia in 2010, exporting US$2.5 million in value.
Meat
In 2010, New Zealand was the 4th most significant supplier of meat to Malaysia
supplying 11 percent of all imported product. New Zealand falls behind India (45 percent),
Australia (23 percent), and China (12 percent) for overall meat imports into Malaysia.
In December 2011, the Malaysian and New Zealand Governments signed a bilateral
arrangement that sets out how New Zealand will meet Malaysias halal requirements for
meat and meat products. Subsequently a number of New Zealand abattoirs have been re-
certified by J AKIM (the Malaysian Governments halal certifying organisation), which are
expected to increase New Zealands beef exports to Malaysia in particular.
1.5 Key Players in the Market
Overall food retail
Hong Kongs Dairy Farm is the market leader taking more than 10 percent market share
with 12 hypermarkets and 42 supermarkets. Dairy Farm owns Cold Storage, Mercato and
Giant supermarkets. AEON J usco, Tesco and Carrefour are close competitors to Dairy
Farm. However, the two domestic players, The Store and Mydin, have increased their
number of outlets recently and are set to become significant players.
Processed foods
According to the Federation of Malaysian Consumers Association 2008 survey,
Malaysians consumption of private label food products is one of the lowest, but fastest
growing, in the world.
The leading branded player in packaged food is Nestl (M) Bhd, benefiting from its
established presence in Malaysia, strong brand names and active product support.
In 2010, store-based retail continued to be the leading food distribution format for
packaged foods, supermarkets and hypermarkets taking a 57 percent market share and
small grocery retailers taking 34 percent.
xii

Wine
With many different brands available, wine sales are highly fragmented in Malaysia.
Within still light grape wine, Caldbeck Macgregor and Pernod Ricard Malaysia led sales in
2010 due to the popularity of their respective Lindemans and J acobs Creek brands.

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However, it should be noted that the two companies both recorded total volume shares of
under 11 percent, with most sales being split between a large number of small players.
Economy wine brands attract consumers via competitive pricing and promotions such as
buy-one get-one free and the offering of free gifts whilst premium brands are packaged
and positioned as being high quality products and are promoted via special events such
as wine tastings in high class restaurants and hotels. However, demand for private label
brands remains very limited.
Fish and seafood
The leading supplier of fish and seafood products in 2010 was China (at 33 percent),
followed by Indonesia (18 percent) and Thailand (14 percent).
Meat
India is the leading supplier of red meat market with total imports of $216 million (86,000
metric tons) in 2009. Indian beef and buffalo meat caters to the mass market, followed by
the United States, Australia and Uruguay.
1.6 Regulatory
Information provided in this section is for reference only. When negotiating supply
contracts and before beginning actual export, companies are advised to consult closely
with their importer or distributor.
Industry standards
The Ministry of Health is responsible for the Production and Sale of Foodstuff Regulations.
The Food Act 1983 and Regulations 1985 prescribe standards, labelling, date marking,
and the use of additives and preservatives.
Documentation
The following documents are required for most shipments:
bill of lading or consignment note where appropriate
commercial invoices relating to the goods
import (C1) or export (C2) declaration
The following documents may be required:
Import or Export Licence, Permit, and/or Letter of Approval for regulated commodities
Foreign Exchange Control documents for export shipment shipments of 100,000 ringgit
or greater F.O.B. value
Certificate of origin of the goods (but not if claiming preferential customs duty treatment
under MNZFTA)
Letter of Credit (endorsed) when used as payment method for the shipment

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Packing List (if the commercial invoice does not provide proper quantity information)
Duties and tariffs
Tariffs on 99.5 percent of New Zealand's current exports to Malaysia will be eliminated by
2016 under the free trade agreement involving ASEAN (Association of Southeast Nations,
which includes Malaysia, Australia, and New Zealand). To gain the preferential tariff rates
under the agreement, the regional value content must be at least 40 percent of total free-
on-board value. For more information, please visit the Ministry of Foreign Affairs and
Trade website www.mfat.govt.nz.
Labelling requirements
As more than half the Malaysian population is Muslim, labelling requirements for products
containing pork and alcohol are very strict. Labelling requirements specify that food items
may be labelled in either Malay or English and must contain the following information:
description of the product
list of ingredients, in descending order of proportion by weight
statement as to the presence of any animal products (e.g. meat, gelatins)
If the product contains any alcohol, a statement indicating this
minimum net weight of the product
name and address of the manufacturer
name and address of the importer (which can be added at the time of import)
statement of shelf life or expiry dates
In J anuary 2011, Malaysia began enforcing new grading, packaging and labeling
regulations relating to agricultural produce. Certain information will be required in the
Bahasa Malaysia. Stickers will be allowed but must be put on before entering Malaysia.
For further information, see the USDA Malaysia Food and Agricultural Import Regulations
and Standards (FAIRS) report: gain.fas.usda.gov.
1.7 Sustainability
Consumer demand for sustainability is not yet strong in Malaysia, although there is a
concern with food safety that is at times equated with organics. The general perception
among consumers is that organic means safer. With a growing interest in sustainability
in other sectors (for example green building, clean technology, and biofuels), Malaysian
consumers are likely to become more discerning when making food and beverage
purchases in the future.

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2 MARKET ENTRY AND DEVELOPMENT
2.1 Market Entry Strategies
Processed foods
Being an Islamic country, processed foods with meat content need halal certification from
J AKIM (the Malaysian Governments halal certifying organisation) or from halal certifying
bodies recognised by J AKIM. Both the Federation of the Islamic Associations of New
Zealand (FIANZ) and New Zealand Islamic Meat Management (NZIMM) are recognised
by J AKIM.
Having a J AKIM logo provides a marketing advantage. J AKIM will not issue the halal
certifications to overseas processing operations (though will certify overseas abattoirs),
therefore New Zealand businesses may need to consider joint ventures with local
Malaysian companies. Malaysia has a number of halal industrial parks, including
incentives to set up food processing facilities within them.
Products sold into Malaysias food retail channel need regular marketing campaigns to
build brand recognition. Food sampling sessions, in-store promotions, and give-aways
may help to increase product awareness and sales.
In general retailers choose to work with local distributors, rather than dealing direct.
Wine
Promotions, wine tasting sessions, seminars, media publicity and other in-market activities
have been effective in establishing market entry for a number of competing suppliers.
However, these can be costly and are best done jointly with an importer and a Hotel,
Restaurant and Institution (HRI) outlet. Exporters can also consider working through their
respective importers to promote their wines in significant events in Malaysia i.e. KL
Gourmet Festival and Food Hotel Malaysia.
The former event brings together prominent dining patrons in the society where most can
afford expensive and exclusive wines. Meanwhile the latter generally attracts trade visitors
especially from the HRI sector.
Fish and seafood
The most recognizable seafood from New Zealand are Greenshell
TM
mussels. However
knowledge on how to prepare and use Greenshell
TM
mussels is low compared to other
shell seafood (clams, oysters). Consistent marketing strategies would help to create
interest in New Zealand Greenshell
TM
mussels.
Meat
New Zealand lamb is well known (though not always easily available) but New Zealand
beef is less well known than Australian beef. Consistent marketing strategies are needed
to raise awareness of New Zealand beefs point of difference, eg grass-fed, sustainable,
and associated with quality.

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2.2 Points of Differentiation
The Malaysian market is relatively competitive and price sensitive. There is a strong
perception and acceptance of New Zealand food safety and quality, which does enable
many products to be sold in niche markets.
2.3 Long Term Strategic Issues
Malaysia aims to be the market leader and the main halal hub for the world and its halal
certification requirements are likely to become more stringent over time.
2.4 Distribution Channels
Processed foods
Supermarkets are the leading distribution channel for packaged food in Malaysia. The
major supermarket chains, such as Carrefour, J usco and Tesco, are continuing to expand
their operations in Malaysia.
A factor driving the growth of supermarkets is Malaysias increasingly urbanised
population and a higher proportion of women entering the workforce. This has led to
greater demand for convenient packaged food, primarily from supermarkets.
Only a handful of retailers and hotels in Malaysia import directly from overseas suppliers
and this tend to be limited to certain food and beverage products. Due to the small market
size for high end premium food and beverage products, these retailers and hotels
generally directly import the goods on a consolidation basis (i.e. by loose pallet or via a
New Zealand consolidator).
Wine
Where possible exporters should look at working with committed importers (probably
small-medium sized) who can market and position their wine at the appropriate level in the
market.
In order to select an appropriate importer / distributor, New Zealand exporters need to be
aware of the different distribution / marketing strategies used by Malaysian importers:
Volume sales: Importers with interest in large volumes for distribution through retail or
food service outlets. Some of these importers may also import boutique wines to
expand their range of wines.
Niche market sales: Importers concentrating on restaurants or hotels. These importers
are interested in small but sustainable volumes of boutique wines.
Currently, New Zealand wines are distributed mainly to four and five star hotels and
leading independent restaurants, with only small quantities going to high end
supermarkets and wine shops. Some hotels and family-owned restaurants import their
wines directly from overseas wineries on a consolidation basis. A number of importers
operate their own specialty wine shops.

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Fish and seafood
Food retail demands a wide range of different fish and seafood products.
Wet markets are still the main channel for the fish and seafood distribution. However, this
segment is highly localised. The wet markets get good support from housewives due to
price and value for money.
However, fish and seafood sales at modern retailers such as hypermarkets have
increased significantly over recent years, targeting middle income groups and younger
shoppers.
Around 90 percent of imported fish and seafood from New Zealand is used in food service
sector especially 4 to 5 star hotels. Malaysia is one of the leading tourist destinations in
ASEAN region with 22 million visitors per annum and there are 200 hotels rated as 4 to 5
star in Malaysia.
Meat
Modern retailers are still the preferred the location for consumers. Approximately 80
percent of meat imported to Malaysia is from Uruguay, Australia and India. Malaysia has
low self-sufficiency in this category.
Imports from New Zealand can be at a higher price premium than other countries which
means the majority is distributed within the 4 to 5 star hotels and fine dining western
cuisine restaurants.


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3 MARKET RESOURCES AND CONTACTS


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reports.

i
Economist Intelligence Unit. Malaysia Country Page. (viewswire.eiu.com).
ii
Business Monitor International, November 2011. Malaysia Retail Report.
iii
Euromonitor International: Country Market Insight (November 2010), Packaged Food - Malaysia
ORGANISATION / REPORT WEBLINK
USDA
Malaysia FAIRS report 2011
gain.fas.usda.gov
AgriTrade Canada
Report on Malaysia Market
www.ats-sea.agr.gc.ca
Food & Beverage New Zealand www.foodandbeverage.govt.nz
Department of Agriculture Malaysia www.doa.gov.my
Pricewaterhouse Coopers
Retail Market Report: From Beijing to Budapest Winning
Brands, Winning Formats
www.pwc.com
Halal Development Corporation Sdn Bhd www.hdcglobal.com
The German Chamber Network
Market Watch Malaysia 2010
www.malaysia.ahk.de
Malaysia Government Official Website www.malaysia.gov.my
Malaysia Ministry of international Trade and Industry (MITI)
Weekly report about Invesment / Business Development in
Malaysia
www.miti.gov.my
World Fishing and Aquaculture
Focus report on Malaysia
www.worldfishing.net

Exporter Guide | Malaysia | Food and Beverage | January 2012
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iv
Euromonitor International: Country Market Insight (November 2010), Packaged Food - Malaysia
v
Euromonitor International: Country Market Insight (November 2010), Packaged Food - Malaysia
vi
Euromonitor International: Country Market Insight (November 2010), Packaged Food - Malaysia
vii
Euromonitor International: Country Market Insight (November 2010), Packaged Food - Malaysia
viii
Euromonitor International: Country Sector Briefing (December 2010), Wine - Malaysia
ix
Euromonitor International: Country Market Insight (November 2010), Packaged Food - Malaysia
x
Euromonitor International: Country Sector Briefing (December 2010), Wine - Malaysia
xi
USDA Foreign Agricultural Service, 2010. Malaysia Retail Foods. (gain.fas.usda.gov).
xii
Euromonitor International: Country Market Insight (November 2010), Packaged Food - Malaysia