20 August, 2025 – Many factors affect demand for food and beverage products in Malaysia. These factors impact up to 39 different food and beverage categories, including those covered in this report, namely, beverages, staple items, ingredients for meal preparation, snacks and treats, and items that are plant-based or positioned for special diets.
Global Factors Impact Malaysian Food Industry
Several major global forces affect food trends in Malaysia. The first is the environment and health of the planet. Climate change affects health, food availability, and global and local economies. The second is health and wellbeing. The global population is aging, obesity is on the rise, and mental health is at crisis levels. This puts pressure on healthcare systems. Another factor is the global economy and its modest growth. Consumers worry about financial and job security. These factors help explain why over one-third of global consumers name lack of food that is healthy and affordable and lack of good healthcare as major concerns. These challenges are creating volatility and uncertainty for consumers, who want honesty, transparency, and reassurance from brands. Technology can generate solutions that empower consumers.
Flavor, Health, Halal, and Value are Drivers
Four drivers of consumer food trends in Malaysia are taste and flavor, health and wellness, halal certification, and value. Consumers in Malaysia are highly influenced by taste and flavor, especially authentic flavors in traditional food products that are high quality and safe. Health and wellness are important, especially for food products that are high in protein and fiber and low in sugar in fat. Consumer trends research shows that nutrient-rich foods, natural ingredients, and probiotics resonate with Malaysian consumers. Since Malaysia is a Muslim-majority country, halal certification is highly important to its consumers for religious, cultural, and health reasons. Malaysian consumers may feel financial pressure and therefore look for products that are friendly to their budget. They want quality food and beverage products that are affordable and offer good value.
Malaysian Trends in Alcoholic and Non-Alcoholic Beverages
Although consumer trends research shows that Malaysian consumers purchase less alcohol compared to global averages because of personal restrictions on alcohol, demand is growing for premixed cocktails and flavored alcoholic beverages. Food trends reveal that taste, flavor, and cost matter most in alcohol-free alternatives. Soft drink consumers in Malaysia look for health, safety, flavor, and cost, with growing interest in reduced sugar and halal/kosher claims. Bottled water is extremely popular at levels exceeding global averages. In hot drinks, Malaysian consumers look for taste, freshness, and cost. Kosher/halal, sugar reduction, and clean label also are important in hot drinks.
Staples Include Bread, Cereal, Dairy, Meat, and Fish
Several factors affect Malaysian consumer choices for bread and breakfast cereals, including halal/kosher, natural, high in protein and fiber, and low in negative components such as sugar and artificial ingredients. Halal certification is especially desired in bread, while health and cost factor in cereal decisions. Taste drives dairy consumption in Malaysia, which is below the global average but also is rising. Food trends indicate that cost and freshness are influencing factors. In meat and fish, a number of factors drive Malaysian preferences, including flavor, health, freshness, and cost. Halal is essential and protein and omega 3- and 6-fatty acid claims are influential. Across all staples, brand and freshness matter to consumers.
Meal Prep Ingredients Should Taste Good and Be Affordable
Taste and affordability are the most influential factors in ingredients for meal preparation. Other decision factors for Malaysian consumers are brand, freshness and shelf life, and health. When Malaysian consumers shop for sweet and savory spreads, halal, real and natural, and nutrient reductions become important. Ready meals, sauces, and condiments should be halal/kosher with real and natural ingredients.
Halal and Safe Ingredients in Snacks and Treats
Purchasers of snacks and treats in Malaysia are most influenced by halal/kosher claims in products that are safe and carry ingredient claims. In cereal and energy bars, as well as other types of snacks and treats, functional ingredients and reductions in negative nutrients also are important.
Plant-Based and Special Diets Need to Taste Good and Boost Health
Food trends show that health claims, flavor, cost, and functionality are becoming more important in foods for plant-based and special diets. Freshness and shelf life also influence Malaysian purchasers of plant-based foods. Functional benefits and effectiveness matter in food and drink products for sports nutrition and functional nutrition.
What’s Next for Malaysian Food Trends?
Manufacturers need to deliver both taste and quality since both are valued in food and beverage products by Malaysian consumers. They want convenience but are not at the cost of authenticity. Malaysian consumers expect foods and beverages to meet high standards, with bold flavors, familiar tastes, safety, freshness, and nutrition. Malaysian consumers also want health and wellness benefits, and this is leading to changes in the food and beverage marketplace in Malaysia. Other expectations include transparency and clean ingredients. Malaysian consumers want halal products for religious, cultural, and quality reasons. Halal certification is highly trusted. It’s also important to provide the Malaysian consumer with budget-friendly options for affordable nutrition. Malaysian consumers are highly concerned about cost and value. Affordability is a priority but that doesn’t mean a compromise on other features such as taste and nutrition. Competitively priced products still can meet expectations of Malaysian consumers for safety, quality, and convenience.
This article is based on Innova’s Category Growth Drivers in Malaysia report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more