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Malaysia Baby Food Market
Product Code: BF0124MR
Published Date: May 2015
Report Price: US$ 3,275 (Single Copy)
Synopsis “Baby Food in Malaysia” report is a qualitative report providing extensive and highly detailed consumption
data on the Baby Food industry in Malaysia.
This report is the result of ERC’s extensive market research covering Baby Food in Malaysia. The
report provides consumption data based upon a unique combination of industry research, fieldwork,
market sizing work and our in-house expertise in the Baby Food industry in order to offer extensive
data about the trends and dynamics affecting the Baby Food industry in Malaysia.
This report is aimed at companies operating in the Baby Food industry and for new companies
considering entry into Malaysia Baby Food industry.
This report provides detailed data for the various companies operating in the Baby Food industry in
Malaysia along with their key focus product sectors.
Market profile of the various product sectors of the Baby Food industry has also been provided in this
report with the key features & developments, segmentation, per capita trends and the various
manufacturers & brands.
This report also provides an overview of Food Retailing in Malaysia, with a mention of the major Food
retailers in the country, along with the Food distribution in Malaysia.
This report also provides future projections of the Baby Food industry in Malaysia considering various
trends which are likely to affect the industry.
Summary “Baby Food in Malaysia” is a new report by ERC that analyzes the Baby Food industry demand prospects in
Malaysia, key segments, features & developments, future projections based on various trends. This report
also examines trends which are currently affecting the industry. Furthermore, it profiles various companies in
the Baby Food industry in Malaysia along with the foreign trade involving the Baby Food industry.
Scope
This report provides a comprehensive analysis of Baby Food industry in Malaysia
It provides current and constant values for Baby Food for 2014 and forecast figures for 2020
It provides value and volume break-up of the Baby Food market at category level.
Reasons to Buy Baby Food companies require a detailed understanding of Baby Food consumption by individual product
categories in order to align their sales and marketing efforts with the latest trends in the market. This report
clarifies in detail, by product category, where the growth opportunities are in Baby Food industry to enable
effective marketing plan
As consumers’ product demands evolve, the dynamics between different Baby Food types also change –
favoring some product categories and leaving others increasingly out of line with demand patterns. As a
result, understanding the shifting market dynamics is key to ensuring maximum sales in the future
The differing growth rates in overall product category sales drive fundamental shifts in the market. This report
provides detailed, authoritative data on these changes for marketers
The report provides the latest data on market dynamics in the Baby Food industry in Malaysia market,
providing marketers with essential data in order to understand their own position in the market and to identify
where to compete in the future.
1 Overview
Since 2008, the Malaysian baby food market has been on a generally upward trend, although volume sales have stagnated since 2011, with development largely dependent on the birth rate. The number of births was on an upward trend between 2008 and 2011 but is thought to have declined over the past three years. In per capita terms, the market has grown by 59.9% in value but by just 3% in volume. Per capita expenditure on baby food stood at RM XXXX (US$ XXX), while consumption reached XX kg per baby born in 2014. Per capita consumption rose in every sector, although growth in the milks sector reached only 1.7%.
Baby Food: Market Value, Current Prices, 2008-2014
RM Million
2008 2009 2010 2011 2012 2013 2014
Milks
Cereals
Meals & Others
- Meals
- Others
TOTAL
%
Milks
Cereals
Meals & Others
- Meals
- Others
TOTAL
Index, 2008 = 100.0
Milks
Cereals
Meals & Others
- Meals
- Others
TOTAL
% Annual Change
Milks
Cereals
Meals & Others
- Meals
- Others
TOTAL
Baby Food: Market Value, Constant Prices, 2008-2014
RM Million
2008 2009 2010 2011 2012 2013 2014
Milks
Cereals
Meals & Others
- Meals
- Others
TOTAL
Index, 2008 = 100.0
Milks
Cereals
Meals & Others
- Meals
- Others
TOTAL
% Annual Change
Milks
Cereals
Meals & Others
- Meals
- Others
TOTAL
Baby Food: Market Value, US Dollars, 2008-2014
US$ Million
2008 2009 2010 2011 2012 2013 2014
Milks
Cereals
Meals & Others
- Meals
- Others
TOTAL
Index, 2008 = 100.0
Milks
Cereals
Meals & Others
- Meals
- Others
TOTAL
% Annual Change
Milks
Cereals
Meals & Others
- Meals
- Others
TOTAL
Baby Food: Market Volume, 2008-2014
Tonnes
2008 2009 2010 2011 2012 2013 2014
Milks
Cereals
Meals & Others
- Meals
- Others
TOTAL
%
Milks
Cereals
Meals & Others
- Meals
- Others
TOTAL
Index, 2008 = 100.0
Milks
Cereals
Meals & Others
- Meals
- Others
TOTAL
% Annual Change
Milks
Cereals
Meals & Others
- Meals
- Others
TOTAL
2 Baby Milk
Baby milks account for a very high share of the overall baby food market, amounting to 90.1% in value terms in 2014. At an estimated XXXX tonnes in 2014, consumption was 2.4% up on 2008 levels. The market has declined slightly since a high level of over XXXX tonnes in 2011, due to the fall in the number of births.
Baby Milks: Sector Trends, Total Sales 2008-2014
Current Prices (RM Million)
% Value Share
Constant Prices (RM Million)
Tonnes(1) % Volume Share
2008
2009
2010
2011
2012
2013
2014
Index, 2008 = 100.0
2008
2009
2010
2011
2012
2013
2014
2.1 Per Capita Trends
Per capita consumption of baby milks stood at XX kg per baby born in 2014, a rise of 1.7% over 2008. Estimated per capita expenditure on baby milks per baby born in 2014 stood at RM XXXX (US$ XXX) in current terms, a rise of 59.9% on 2008; in real terms, this equated to a rise of 41.5%.
Baby Milks: Per Capita Expenditure & Consumption, 2008-2014
2008 2009 2010 2011 2012 2013 2014
Current Prices (RM)
Index, 2008 = 100.0
% Annual Change
Constant Prices (RM)
Index, 2008 = 100.0
% Annual Change
Consumption (grams)*
Index, 2008 = 100.0
% Annual Change
2.2 Sector Segmentation
Infant formulae are breast milk substitutes; prior to 1996, they constituted the largest segment of the milk market, but they have been particularly susceptible to the trend towards breastfeeding and have continued to decline as a proportion of the market. By 2014, they accounted for only 20.4% of the market in value and appreciably less (17.7%) in volume. Follow-on milks have also seen their share decline. In 2014, follow-on milks accounted for 20.6% of value sales and 18.2% of volume sales. Absolute value sales in both categories have risen strongly, due to the trend towards premium or "gold" products, as well as to unit price rises.
Baby Milks: Segmentation Volume, 2008-2014
Tonnes
2008 2009 2010 2011 2012 2013 2014
Starter
Follow-On
Special
Growing-Up
TOTAL XXXX XXXX XXXX XXXX XXXX XXXX XXXX
%
Starter
Follow-On
Special
Growing-Up
TOTAL 100.0 100.0 100.0 100.0 100.0 100.0 100.0
Methodology
ERC’s research methodology includes the following steps in order to ensure a robust research programme to
deliver the highest quality market insights:
Information Scanning
Thorough investigation of all published sources worldwide to highlight gaps and decide means of obtaining
information requirements.
Economic Intelligence
Gathering all relevant:
• Statistical data
• Financial information
• Industrial data
• Economic information
Collection of Published Research
A thorough search to identify and obtain relevant published material using:
• Media sources
• Corporate literature
• Trade journals
• On-line services
• ERC databank
• National press
• Research institutes.
In-Country Research
Field research conducted in each country designed to:
• collect informed and up-to-date information from interviews to gauge attitudes, expectations and current
market developments.
• monitor product and brand availability, prices and facings allocation through specially commissioned retail
store-checks.
In-House Research & Analysis
Based on a solid knowledge of the current market scenario and years of experience in the area of global baby
nutrition market research, further telephone interviews are carried out with leading manufacturers and
industrial competitors. The result is first-hand knowledge of new product developments, user ship patterns,
new investments and inherent market trends.
Related Reports
Baby Food in Hong Kong
Baby Food in Philippines
Baby Food in Thailand
Baby Food in Taiwan
Baby Food in South Korea
Baby Food in China
Baby Food in Indonesia
Baby Food in India
Baby Food in Singapore
Baby Food in the Australia
Table of Contents
Executive Summary 1-4
Market Developments 1
Baby Food: Market Size, 2008-2014 1
Baby Food: % Growth, 2008-2014 1
Market Structure 2
Baby Food: Market Segmentation, 2014 2
Per Capita 2-3
Baby Food: Per Capita Consumption & Expenditure, 2013 & 2014 3
Distribution 3
The Suppliers 3-4
Manufacturer Shares, 2014 4
The Future 4
Projected Market Size, 2020 & Growth Rates, 2014-2020 4
Background to the Market 5-16
Births 5-7
Live Birth Rates 5
Birth & Population Trends, 2004-2014 5
Live Births by Region & by Ethnic Group 5-6
Live Births by State, 2011 & 2012 6
Live Births by Ethnic Group, 2011 & 2012 6
The Baby Population 7
The Baby Population, 2008-2014 7
The Consumer 7-9
Living Standards 7-8
Mean Monthly Household Income by Income Group & Ethnic Group,
2009 & 2012 8
Eating Habits 8-9
Socio-Demographic Trends 9-11
Family Structure 9-11
Trends in Marriages & Divorces, 2008-2012 10
Number of Women of Childbearing Age 10
Number of Women of Childbearing Age by Age Group, 2014 10
Births by Age of Mother 10-11
Live Births by Age Group of Mother, 2011 & 2012 11
Working Women 11-12
Female Employment 11-12
Female Employment Trends, 2008-2013 11
Female Employment by Age, 2013 12
Maternity Legislation 12
Breastfeeding Trends 13-14
Breastfeeding Promotion 13
Breastfeeding Prevalence 13-14
Breastfeeding Habits, 2006 14
Regulations 15
Marketing Legislation 15
Market Profile 17-60
Overview 17-28
Definitions 17
Key Features & Developments 17-26
Baby Food: Market Value, Current Prices, 2008-2014 19
Baby Food: Market Value, Constant Prices, 2008-2014 20
Baby Food: Market Value, US Dollars, 2008-2014 21
Baby Food: Market Volume, 2008-2014 22
Baby Food: Per Capita Expenditure, Current Prices, 2008-2014 23
Baby Food: Per Capita Expenditure, Constant Prices, 2008-2014 24
Baby Food: Per Capita Expenditure, US Dollars, 2008-2014 25
Baby Food: Per Capita Consumption, 2008-2014 26
Manufacturers 27-28
Baby Food: Trends in Manufacturer Shares, 2008-2014 27
Baby Food: Manufacturer Shares by Sector, Value, 2014 28
Baby Food: Manufacturer Shares by Sector, Volume, 2014 28
Baby Milks 29-42
Key Features & Developments 29-30
Baby Milks: Sector Trends, 2008-2014 29-30
Per Capita Trends 30
Baby Milks: Per Capita Expenditure & Consumption, 2008-2014 30
Market Segmentation 30-37
Product Stage 30-32
Baby Milks: Segmentation Value, 2008-2014 31
Baby Milks: Segmentation Volume, 2008-2014 32
Product Type 32-33
Pricing 33-36
Baby Milks: Brand Price Analysis, 2014 34-35
Baby Milks: Brand Price Positioning Analysis, 2014 35-36
Packaging 36-37
Baby Milks: Facings Allocation by Type of Packaging 37
Baby Milks; Facings Allocation by Pack Size 37
Manufacturers & Brands 38-41
Manufacturers 38-39
Baby Milks: Manufacturer Share Trends, Value, 2008-2014 39
Brands 39-41
Baby Milks: Brands by Segment, 2015 40-41
Baby Cereals 43-48
Key Features & Developments 43
Baby Cereals: Sector Trends, 2008-2014 43
Per Capita Trends 43-44
Baby Cereals: Per Capita Expenditure & Consumption, 2008-2014 44
Sector Segmentation 44-46
Product Type 44
Pricing 45
Baby Cereals: Price Positioning, 2014 45
Packaging 45-46
Baby Cereals: Facings Allocation by Type of Packaging 45
Baby Cereals: Facings Allocation by Pack Size 46
Manufacturers & Brands 46-47
Manufacturers 46-47
Baby Cereals: Manufacturer Shares, Value, 2008-2014 47
Brands 47
Baby Meals 49-54
Key Features & Developments 49
Baby Meals: Sector Trends, 2008-2014 49
Per Capita Trends 50
Baby Meals: Per Capita Expenditure & Consumption, 2008-2014 50
Sector Segmentation 50-52
Product Type 50-51
Baby Meals: Segmentation by Type, 2008-2014 50
Pricing 51
Baby Meals: Price Positioning, 2014 51
Packaging 51-52
Baby Meals: Facings Allocation by Type of Packaging 51
Baby Meals: Facings Allocation by Pack Size 52
Manufacturers & Brands 52-53
Manufacturers 52-53
Baby Meals: Manufacturer Shares, Volume, 2012 & 2014 53
Brands 53
Other Baby Food 55-60
Key Features & Developments 55
Other Baby Food: Sector Trends, 2008-2014 55
Per Capita Trends 55-56
Other Baby Food: Per Capita Expenditure & Consumption, 2008-2014 56
Sector Segmentation 56-58
Product Type 56
Pricing 56-57
Finger Foods: Price Positioning, 2014 57
Packaging 57-58
Baby Drinks: Facings Allocation by Pack Size & Pack Type 57
Finger Foods: Facings Allocation by Type of Packaging 58
Finger Foods: Facings Allocation by Pack Size 58
Manufacturers & Brands 58-60
Manufacturers 58-59
Other Baby Food, Manufacturer Shares, Value, 2008-2014 59
Other Baby Foods, Manufacturer Shares, Volume, 2008-2014 59
Brands 60
Distribution 61-64
Retailing 61-64
Retail Structure 61-63
Breakdown of the Food Retailing Sector by Outlet Type, 2008-2014 61
Number of Retail Outlets by Type, 2008-2013 61
Major Hyper/Supermarket Chains, 2007-2014 63
Pharmacies & Drugstores Retailing 63
Baby Food Retailing 64
Sales of Baby Food by Outlet Type, 2008-2014 64
The Suppliers 65-90
Company Profiles 65-84
Introduction 65-66
Baby Food: Manufacturer Representation, Value, 2014 65
Baby Food: Manufacturer Representation, Volume, 2014 66
Nestlé (Malaysia) Bhd 67-69
Nestlé: Market Shares, 2014 67
Leading Brands 67
Company History 67-68
Nestlé (Malaysia) Sdn Bhd: Financial Highlights, 2007-2013 68
Activity in the Baby Food Market 68-69
Danone Dumex (Malaysia) Sdn Bhd 70-73
Danone Dumex: Market Shares, 2014 70
Leading Brands 70
Company History 70-71
Activity in the Baby Food Market 71-73
Dutch Lady Milk Industries (FrieslandCampina) 74-76
FrieslandCampina: Market Shares, 2014 74
Leading Brands 74
Company History 74-75
Dutch Lady Milk Industries: Financial Highlights, 2008-2014 75
Activity in the Baby Food Market 75-76
Mead Johnson Nutrition (Malaysia) Sdn Bhd 77-78
Mead Johnson: Market Shares, 2014 77
Leading Brands 77
Company History 77
Activity in the Baby Food Market 77-78
Fonterra Brands Malaysia Sdn Bhd 79-80
Fonterra: Market Shares, 2014 79
Leading Brands 79
Company History 79
Activity in the Baby Food Market 79-80
Heinz Malaysia 81-82
Heinz: Market Shares, 2014 81
Leading Brands 81
Activity in the Baby Food Market 81-82
Other Manufacturers 83-84
Snow Brand Sdn Bhd 83
Abbott (M) Sdn Bhd 83
PT Kalbe Farma 84
Production & Foreign Trade 85-90
Production 85
Imports 85-87
Baby Food: Sources of Key Manufacturers, 2014 85
Imports of Milks & Cereals by Country of Origin, Value, 2009-2013 86
Imports of Milks & Cereals by Country of Origin, Volume, 2009-2013 86
Imports of Other Baby Food by Country of Origin, Value, 2009-2013 87
Imports of Other Baby Food by Country of Origin, Volume, 2009-2013 87
Exports 87-89
Exports of Milks & Cereals by Country of Destination, Value, 2009-2013 88
Exports of Milks & Cereals by Country of Destination, Volume, 2009-2013 88
Exports of Other Baby Food by Country of Destination, Value, 2009-2013 88
Exports of Other Baby Food by Country of Destination, Volume, 2009-2013 89
The Future 91-102
Future Determinants 91-93
Live Birth Trends 91-92
Birth & Population Projections, 2008-2020 91
Baby Population, 2014-2020 92
Number of Women of Childbearing Age by Age Group, 2014 & 2020 92
Consumer Attitudes 93
Breastfeeding 93
Future Trends 93-102
Baby Food: Market Value Forecasts, Current Prices, 2014-2020 95
Baby Food: Market Value Forecasts, Constant Prices, 2014-2020 96
Baby Food: Market Value Forecasts, US Dollars, 2014-2020 97
Baby Food: Market Volume Forecasts, 2014-2020 98
Baby Food: Per Capita Expenditure Forecasts, Current Prices, 2014-2020 99
Baby Food: Per Capita Expenditure Forecasts, Constant Prices, 2014-2020 100
Baby Food: Per Capita Expenditure Forecasts, US Dollars, 2014-2020 101
Baby Food: Per Capita Consumption Forecasts, 2014-2020 102
Economic Background 103-106
Political & Economic Summary 103-104
Economic Background 105-106
Economic Indicators, 2008-2015 105
Key Macro-Economic Forecasts, 2014-2020 105
Population by Religion & State, 2010 106
Population by Ethnic Group, Age Structure & State, 2012 106
Storechecks 107-108
Introduction 107
Results 107
Baby Food: Facings Allocation by Product Type 107
Appendix: Storecheck Results 109-129
Milks 109-119
Kid's Milk 120-121
Cereals/Dried Meals 122-124
Wet Savoury Meals 125
Wet Sweet Meals 126
Drinks 127
Finger Food 128-129
