Product Code: HWFBMY
TABLE OF CONTENTS
List Of Contents And Tables
EXECUTIVE SUMMARY
Health and wellness in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for health and wellness?
MARKET DATA
Table 1 Sales of Health and Wellness by Type: Value 2016-2021
Table 2 Sales of Health and Wellness by Type: % Value Growth 2016-2021
Table 3 Sales of Health and Wellness by Category: Value 2016-2021
Table 4 Sales of Health and Wellness by Category: % Value Growth 2016-2021
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2016-2021
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2016-2021
Table 7 NBO Company Shares of Health and Wellness: % Value 2017-2021
Table 8 LBN Brand Shares of Health and Wellness: % Value 2018-2021
Table 9 Distribution of Health and Wellness by Format: % Value 2016-2021
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2021
Table 11 Forecast Sales of Health and Wellness by Type: Value 2021-2026
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2021-2026
Table 13 Forecast Sales of Health and Wellness by Category: Value 2021-2026
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2021-2026
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2021-2026
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
BETTER FOR YOU BEVERAGES IN MALAYSIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Impulse sales hit by COVID-19 measures
Nestle launches new Lively brand of reduced sugar RTD tea
Players look to keep prices down as sales are hit by economic pressures
PROSPECTS AND OPPORTUNITIES
BFY beverages anticipated to recover as players seek to benefit from the developing health and wellness trend
E-commerce for bigger role in BFY beverages
Increased health consciousness expected to drive demand for functional benefits
CATEGORY DATA
Table 17 Sales of BFY Beverages by Category: Value 2016-2021
Table 18 Sales of BFY Beverages by Category: % Value Growth 2016-2021
Table 19 NBO Company Shares of BFY Beverages: % Value 2017-2021
Table 20 LBN Brand Shares of BFY Beverages: % Value 2018-2021
Table 21 Distribution of BFY Beverages by Format: % Value 2016-2021
Table 22 Forecast Sales of BFY Beverages by Category: Value 2021-2026
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2021-2026
FORTIFIED/FUNCTIONAL BEVERAGES IN MALAYSIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Sales of FF sports drinks suffer due to the closure of gyms and sports clubs, while FF plant-based hot drinks continue to show promise
Increase in availability of FF beverages through e-commerce and direct selling
Health and cost considerations influence sales
PROSPECTS AND OPPORTUNITIES
Recovery of FF sports drinks key to growth
Innovation across FF other hot drinks expected to be seen
E-commerce set to support growth in FF beverages
CATEGORY DATA
Table 24 Sales of Fortified/Functional Beverages by Category: Value 2016-2021
Table 25 Sales of Fortified/Functional Beverages by Category: % Value Growth 2016-2021
Table 26 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2016-2021
Table 27 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2016-2021
Table 28 Key Functional Ingredients in Fortified/Functional RTD Tea: % Value 2016-2021
Table 29 NBO Company Shares of Fortified/Functional Beverages: % Value 2017-2021
Table 30 LBN Brand Shares of Fortified/Functional Beverages: % Value 2018-2021
Table 31 Distribution of Fortified/Functional Beverages by Format: % Value 2016-2021
Table 32 Forecast Sales of Fortified/Functional Beverages by Category: Value 2021-2026
Table 33 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2021-2026
NATURALLY HEALTHY BEVERAGES IN MALAYSIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Premium pricing of NH superfruit 100% juice limits demand in 2021
Naturally healthy beverages recorded strong growth in retail volume terms over the review period in Malaysia and this continued into 2020 as consumers continued to seek natural and healthy products during the pandemic. More consumers have become conscious of their food and drink intake and are opting for healthier products with a natural positioning. Although growth slowed in 2021 this was largely due to economic pressures with many households being forced to cut back on non-essential spending, or to switch to more affordable products
Differing fortunes for NH green tea and NH RTD green tea as consumers remain home
Small Instagram shops helping smaller players gain a foothold in the market
PROSPECTS AND OPPORTUNITIES
Economic recovery set to boost growth with bottled water leading the way
Increasing demand for NH beverages set to encourage new investment
E-commerce set for further gains but hypermarkets will remain key
CATEGORY DATA
Table 34 Sales of NH Beverages by Category: Value 2016-2021
Table 35 Sales of NH Beverages by Category: % Value Growth 2016-2021
Table 36 NBO Company Shares of NH Beverages: % Value 2017-2021
Table 37 LBN Brand Shares of NH Beverages: % Value 2018-2021
Table 38 Distribution of NH Beverages by Format: % Value 2016-2021
Table 39 Forecast Sales of NH Beverages by Category: Value 2021-2026
Table 40 Forecast Sales of NH Beverages by Category: % Value Growth 2021-2026
ORGANIC BEVERAGES IN MALAYSIA
2021 DEVELOPMENTS
BETTER FOR YOU PACKAGED FOOD IN MALAYSIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Reduced salt butter and spreads experience the fastest growth in 2021
Reduced sugar spreads excl honey records flat growth in 2021 due to limited distribution
Limited distribution and high prices undermine growth
PROSPECTS AND OPPORTUNITIES
BFY packaged food is predicted to see slow growth over the forecast period due to high prices and limited distribution
BFY packaged food set to remain a niche category with growing competition from both regular and other HW packaged food
Players are likely to penetrate foodservice and other categories over the forecast period
CATEGORY DATA
Table 41 Sales of BFY Packaged Food by Category: Value 2016-2021
Table 42 Sales of BFY Packaged Food by Category: % Value Growth 2016-2021
Table 43 NBO Company Shares of BFY Packaged Food: % Value 2017-2021
Table 44 LBN Brand Shares of BFY Packaged Food: % Value 2018-2021
Table 45 Distribution of BFY Packaged Food by Format: % Value 2016-2021
Table 46 Forecast Sales of BFY Packaged Food by Category: Value 2021-2026
Table 47 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2021-2026
FREE FROM IN MALAYSIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Free from meat tofu and derivatives the most dynamic category in 2021
Free from dairy other milk alternatives gains traction in 2021 but high prices put the brakes on volume growth
Free from lactose baby food negatively impacted by COVID-19 measures and a declining birth rate in 2021
PROSPECTS AND OPPORTUNITIES
Free from meat set to grow in popularity but free from lactose baby food faces an uncertain future due to falling birth rates
Free from meat set to benefit from investment in new product development from major packaged food players
Free from dairy is set for widespread new product development
CATEGORY DATA
Table 48 Sales of Free From by Category: Value 2016-2021
Table 49 Sales of Free From by Category: % Value Growth 2016-2021
Table 50 NBO Company Shares of Free From: % Value 2017-2021
Table 51 LBN Brand Shares of Free From: % Value 2018-2021
Table 52 Distribution of Free From by Format: % Value 2016-2021
Table 53 Forecast Sales of Free From by Category: Value 2021-2026
Table 54 Forecast Sales of Free From by Category: % Value Growth 2021-2026
FORTIFIED/FUNCTIONAL PACKAGED FOOD IN MALAYSIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Consumers turn to FF packaged food to boost their immunity in 2021
FF packaged food continues to benefit from its healthy image and affordable products with FF bread sales on the rise
FF packaged food continues to see new product development with focus on health and safety
PROSPECTS AND OPPORTUNITIES
FF bread and cereal bars expected to prosper over the forecast period
FF sweet biscuits and FF breakfast cereals expected to see stable demand over the forecast period
Players are likely to organise aggressive marketing campaign over the forecast period
CATEGORY DATA
Table 55 Sales of Fortified/Functional Packaged Food by Category: Value 2016-2021
Table 56 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2016-2021
Table 57 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2016-2021
Table 58 Key Functional Ingredients in Fortified/Functional Bread: % Value 2016-2021
Table 59 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2016-2021
Table 60 Key Functional Ingredients in Fortified/Functional Milk: % Value 2016-2021
Table 61 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2016-2021
Table 62 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2016-2021
Table 63 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2017-2021
Table 64 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2018-2021
Table 65 LBN Brand Shares of Fortified/Functional Bread: % Value 2018-2021
Table 66 Distribution of Fortified/Functional Packaged Food by Format: % Value 2016-2021
Table 67 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2021-2026
Table 68 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2021-2026
NATURALLY HEALTHY PACKAGED FOOD IN MALAYSIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
NH olive oil and high fibre bread enjoy strong growth in 2021 thanks to healthy image
Players expand foothold through new product launches in 2021
Domestic players turn to marketing and e-commerce to drive sales in 2021
PROSPECTS AND OPPORTUNITIES
NH olive oil and high fibre bread are anticipated to grow strongly over the forecast period
Company strategies expected to focus on new flavours, new packaging and new consumption occasions
Subscription services set to evolve within NH packaged food
CATEGORY DATA
Table 69 Sales of NH Packaged Food by Category: Value 2016-2021
Table 70 Sales of NH Packaged Food by Category: % Value Growth 2016-2021
Table 71 NBO Company Shares of NH Packaged Food: % Value 2017-2021
Table 72 LBN Brand Shares of NH Packaged Food: % Value 2018-2021
Table 73 Distribution of NH Packaged Food by Format: % Value 2016-2021
Table 74 Forecast Sales of NH Packaged Food by Category: Value 2021-2026
Table 75 Forecast Sales of NH Packaged Food by Category: % Value Growth 2021-2026
ORGANIC PACKAGED FOOD IN MALAYSIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Organic baby food struggles for growth in 2021
Home-cooked food trumps organic baby food thanks to healthier image
New products launched in organic pasta in 2021
PROSPECTS AND OPPORTUNITIES
Organic baby food is anticipated to further decline over the forecast period
Nestle's new plant-based food manufacturing plant a threat to growth
Organic baby food players are predicted to shift penetration to other categories
CATEGORY DATA
Table 76 Sales of Organic Packaged Food by Category: Value 2016-2021
Table 77 Sales of Organic Packaged Food by Category: % Value Growth 2016-2021
Table 78 NBO Company Shares of Organic Packaged Food: % Value 2017-2021
Table 79 LBN Brand Shares of Organic Packaged Food: % Value 2018-2021
Table 80 Distribution of Organic Packaged Food by Format: % Value 2016-2021
Table 81 Forecast Sales of Organic Packaged Food by Category: Value 2021-2026
Table 82 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2021-2026
