MALAYSIA March 2020
Brief Overview of Malaysia Soft Drink Segment
The latest Euromonitor report saw growth in both off-trade and on-trade sales for soft drink segment in Malaysia in 2019.
Despite the introduction of sugar tax in July 2019 whereby manufacturers need to pay RM0.40 (US$0.10) per litre for drinks that contain sugar or other sweeteners that exceed the regulated level, the soft drink industry saw sales performance that surpassed the past 2 years.
Sugar tax will be imposed for drinks that exceed 5g per 100ml for carbonated, flavored and non-alcoholic beverages, 12g per 100ml for fruit juices and 7g per 100ml for milk-based beverages. Manufacturers like F&N, Etika Sdn Bhd (Pepsi/7Up/Gatorade etc) and Yeo's have successfully reacted by reformulating their existing beverages and introduce low-sugar variants. Apparently, Malaysians who at one time known for their love for high sugar drink products, are now willing to compromise on beverages with lower sugar contents. Not only that, with greater consumer awareness and education, more are trending in favour of healthier beverages.
In 2019, Malaysia recorded sales of 2,173 million litres of soft drinks, with 82 percent being off-trade and the remainder on-trade sales. In terms of value, it was approximately RM7 billion (US$1.62 billion) with 68% off-trade and 32% on-trade. The higher percentage for on-trade in value terms compared to its volume terms, showed that beverages sold at food service stores command a higher price than in retail stores (off-trade) like supermarkets and convenience stores.
For this report, we will specifically look at the off-trade market shares. In terms of sub-segment categories, bottled water is leading the soft drink segment followed by carbonated drinks and soft drinks in volume terms. However, in value terms, carbonated drinks lead the segment followed by bottled water. (see Chart 1.0)
In terms of market share by companies in volume terms, Fraser & Neave (F&N) is leading with 26.6% followed by Spritzer Bhd and Coca-Cola Bottlers with 14.3% and 13% shares respectively. In terms of product brands, F&N's 100Plus has 11.9% share followed by F&N brand with 8.4% and Spritzer (7.9%). The following Table 2.0 and Table 3.0 (left) show detailed breakdown of market shares by companies and by brands in volume terms in Malaysia in 2019.



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