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Health and wellness packaged food and beverages generally performed well during the global Coronavirus (COVID-19) pandemic in 2020. Health and wellness was already an important topic in Malaysia, as in most countries, prior to the health crisis and more consumers became aware of the importance of their consumption patterns in 2020, given the devasting impact of the virus.
Euromonitor International's Health and Wellness in Malaysia report tracks the developments of health-associated product types and the healthy-option positioning of competing brands across different food sectors. It provides the latest retail sales data 2016-2020, allowing you to compare health and wellness categories with each other or in the context of the total market for a sector. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, legislative context or lifestyle influences. Forecasts to 2025 illustrate how the market is set to change.
Product coverage: Focus Categories by Key Functional Ingredients, Health and Wellness by Category, Health and Wellness by Prime Positioning, Health and Wellness by Type.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Get a detailed picture of the Health and Wellness market; Pinpoint growth sectors and identify factors driving change; Understand the competitive environment, the market's major players and leading brands; Use five-year forecasts to assess how the market is predicted to develop.TABLE OF CONTENTS
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
COVID-19 impact on health and wellness
COVID-19 country impact
Company response
Retailing shift
Foodservice vs retail split
What next for health and wellness?
MARKET DATA
Table 1 Sales of Health and Wellness by Type: Value 2015-2020 Table 2 Sales of Health and Wellness by Type: % Value Growth 2015-2020 Table 3 Sales of Health and Wellness by Category: Value 2015-2020 Table 4 Sales of Health and Wellness by Category: % Value Growth 2015-2020 Table 5 Sales of Health and Wellness by Prime Positioning: Value 2015-2020 Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2015-2020 Table 7 NBO Company Shares of Health and Wellness: % Value 2016-2020 Table 8 LBN Brand Shares of Health and Wellness: % Value 2017-2020 Table 9 Distribution of Health and Wellness by Format: % Value 2015-2020 Table 10 Distribution of Health and Wellness by Format and Category: % Value 2020 Table 11 Forecast Sales of Health and Wellness by Type: Value 2020-2025 Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2020-2025 Table 13 Forecast Sales of Health and Wellness by Category: Value 2020-2025 Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2020-2025 Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2020-2025 Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2020-2025GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesKEY DATA FINDINGS
2020 IMPACT
Minor declines in sales during the pandemic after two years of strong growth
Impulse purchases decline during the pandemic
Manufacturers avoid price increases during the pandemic
RECOVERY AND OPPORTUNITIES
Modest growth over the forecast period
Reduced sugar options likely to perform well
Potential for e-commerce
CATEGORY DATA
Table 17 Sales of BFY Beverages by Category: Value 2015-2020 Table 18 Sales of BFY Beverages by Category: % Value Growth 2015-2020 Table 19 NBO Company Shares of BFY Beverages: % Value 2016-2020 Table 20 LBN Brand Shares of BFY Beverages: % Value 2017-2020 Table 21 Distribution of BFY Beverages by Format: % Value 2015-2020 Table 22 Forecast Sales of BFY Beverages by Category: Value 2020-2025 Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Minor value growth during the pandemic although overall consumption declines
FF other hot drinks benefit from their healthy image
Steep decline for FF sports drinks
RECOVERY AND OPPORTUNITIES
A rapid return to moderate growth
Slow return to growth for FF hot drinks
Players to focus on FF other hot drinks
CATEGORY DATA
Table 24 Sales of Fortified/Functional Beverages by Category: Value 2015-2020 Table 25 Sales of Fortified/Functional Beverages by Category: % Value Growth 2015-2020 Table 26 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2015-2020 Table 27 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2015-2020 Table 28 NBO Company Shares of Fortified/Functional Beverages: % Value 2016-2020 Table 29 LBN Brand Shares of Fortified/Functional Beverages: % Value 2017-2020 Table 30 Distribution of Fortified/Functional Beverages by Format: % Value 2015-2020 Table 31 Forecast Sales of Fortified/Functional Beverages by Category: Value 2020-2025 Table 32 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Consumers continue to seek naturally healthy beverages during the pandemic
NH bottled water continues to grow
Players able to meet demand during the health crisis
RECOVERY AND OPPORTUNITIES
Strong consumption growth going forward
Growth potential for e-commerce
Steep price hikes in 2021
CATEGORY DATA
Table 33 Sales of NH Beverages by Category: Value 2015-2020 Table 34 Sales of NH Beverages by Category: % Value Growth 2015-2020 Table 35 NBO Company Shares of NH Beverages: % Value 2016-2020 Table 36 LBN Brand Shares of NH Beverages: % Value 2017-2020 Table 37 Distribution of NH Beverages by Format: % Value 2015-2020 Table 38 Forecast Sales of NH Beverages by Category: Value 2020-2025 Table 39 Forecast Sales of NH Beverages by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Consumers remain loyal during the pandemic
Slightly lower growth for imported products
Companies develop better for you variants to increase their share in packaged food
RECOVERY AND OPPORTUNITIES
Low steady growth expected
Players likely to invest in e-commerce
More mainstream players likely to enter better for you packaged food
CATEGORY DATA
Table 40 Sales of BFY Packaged Food by Category: Value 2015-2020 Table 41 Sales of BFY Packaged Food by Category: % Value Growth 2015-2020 Table 42 NBO Company Shares of BFY Packaged Food: % Value 2016-2020 Table 43 LBN Brand Shares of BFY Packaged Food: % Value 2017-2020 Table 44 Distribution of BFY Packaged Food by Format: % Value 2015-2020 Table 45 Forecast Sales of BFY Packaged Food by Category: Value 2020-2025 Table 46 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Growth driven by free from meat chilled meat substitutes
Flat growth for free from lactose baby food
Moderate increase in consumption for free from dairy milk
RECOVERY AND OPPORTUNITIES
Moderate growth expected
New product development in free from dairy milk
Free from meat chilled meat substitutes to target foodservice
CATEGORY DATA
Table 47 Sales of Free From by Category: Value 2015-2020 Table 48 Sales of Free From by Category: % Value Growth 2015-2020 Table 49 NBO Company Shares of Free From: % Value 2016-2020 Table 50 LBN Brand Shares of Free From: % Value 2017-2020 Table 51 Distribution of Free From by Format: % Value 2015-2020 Table 52 Forecast Sales of Free From by Category: Value 2020-2025 Table 53 Forecast Sales of Free From by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Demand surges during the pandemic
Sales of FF gum and probiotic yoghurt decline
Players continue to launch new products
RECOVERY AND OPPORTUNITIES
Moderate growth expected
Players to invest in e-commerce
Improved nutritional content likely
CATEGORY DATA
Table 54 Sales of Fortified/Functional Packaged Food by Category: Value 2015-2020 Table 55 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2015-2020 Table 56 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2015-2020 Table 57 Key Functional Ingredients in Fortified/Functional Bread: % Value 2015-2020 Table 58 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2015-2020 Table 59 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2015-2020 Table 60 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2015-2020 Table 61 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2016-2020 Table 62 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2017-2020 Table 63 LBN Brand Shares of Fortified/Functional Bread: % Value 2017-2020 Table 64 Distribution of Fortified/Functional Packaged Food by Format: % Value 2015-2020 Table 65 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2020-2025 Table 66 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Health concerns drive sales during the pandemic
Products known for their health properties surge during the pandemic
Private label loses share in 2020, while some branded players also suffer
RECOVERY AND OPPORTUNITIES
Moderate growth going forward
Lower growth for NH nuts, seeds and trail mixes and high fibre breakfast cereals
Players set to diversify into naturally healthy packaged food from other areas
CATEGORY DATA
Table 67 Sales of NH Packaged Food by Category: Value 2015-2020 Table 68 Sales of NH Packaged Food by Category: % Value Growth 2015-2020 Table 69 NBO Company Shares of NH Packaged Food: % Value 2016-2020 Table 70 LBN Brand Shares of NH Packaged Food: % Value 2017-2020 Table 71 Distribution of NH Packaged Food by Format: % Value 2015-2020 Table 72 Forecast Sales of NH Packaged Food by Category: Value 2020-2025 Table 73 Forecast Sales of NH Packaged Food by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Lower demand for organic packaged food in 2020
Baby milk formula players launch organic growing-up milk formula
Limited success in expanding organic packaged food options
RECOVERY AND OPPORTUNITIES
Steeper declines ahead
Some players may focus on other health and wellness packaged food
Moderate growth for recent product launches
CATEGORY DATA
Table 74 Sales of Organic Packaged Food by Category: Value 2015-2020 Table 75 Sales of Organic Packaged Food by Category: % Value Growth 2016-2020 Table 76 NBO Company Shares of Organic Packaged Food: % Value 2016-2020 Table 77 LBN Brand Shares of Organic Packaged Food: % Value 2017-2020 Table 78 Distribution of Organic Packaged Food by Format: % Value 2015-2020 Table 79 Forecast Sales of Organic Packaged Food by Category: Value 2020-2025 Table 80 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2020-2025