The Latest Trends and Challenges in Malaysia’s FMCG Industry in 2024

Malaysia’s FMCG (Fast Moving Consumer Goods) industry is a dynamic landscape, constantly evolving to meet the needs of its consumers. While the demand for everyday essentials remains strong, recent years have brought about significant changes in both consumer trends and the business environment. Let’s dive into the data and explore what’s shaping the future of Malaysian FMCG.

Riding the E-commerce Wave

The pandemic has undoubtedly accelerated the shift towards online shopping. While almost 38% of Malaysians still prefer physical stores for groceries (Vase Ai, 2022), e-commerce offers undeniable convenience. This is specifically noticeable in non-essential categories. For instance, the beauty and personal care segment expects to see continued growth despite rising inflation for its strong online presence through international brands like Colgate and local favorites like Safi.

Health is Wealth: A Growing Priority

Nearly 79% of Malaysian consumers are becoming increasingly health-conscious in the post-pandemic era (The Sun, 2023). There is a rising focus on overall well-being, encompassing both physical and mental health. This change translates to a demand for products perceived to have a healthier natural ingredients and functional benefits. The FMCG sector needs to adapt by offering a wider range of options that cater to this growing segment.

Inflationary Pressures and Value Seekers

Rising inflation poses a significant challenge for the FMCG industry, causing most Malaysian consumers to start planning to reduce their spending. This signifies an inevitable shift towards value-based shopping, particularly among younger demographics. Manufacturers will need to consider offering smaller pack sizes or introducing budget-friendly product lines to cater to this segment.

Beyond the Physical Shelf: The Rise of Digital Marketing

Gone are the days of relying solely on traditional advertising methods. The rise of social media and online influencers has created a new marketing landscape. With information spreading like wildfire on platforms like Facebook, Instagram, TikTok and YouTube, FMCG companies need to embrace digital marketing strategies to stay relevant and connect with consumers in a more targeted and interactive way.

The Road Ahead: Embracing Change

The Malaysian FMCG industry is at a crossroads. While challenges persist, there are also exciting opportunities. FMCG companies can navigate these currents and emerge stronger by staying informed about consumer trends, adapting to the e-commerce boom, and prioritizing health and wellness. Embracing digital marketing strategies and innovative solutions, such as utilizing marketplace platforms like TRADE42 Malaysia, will be the key to future success. TRADE42 can help businesses expand their reach and streamline operations, making it easier to tap into the growing online market.

About Trade42:

We’re a one-stop B2B e-marketplace committed to helping Malaysian SMEs connect with buyers throughout ASEAN. Our expertly designed platform empowers manufacturers and brand owners to generate leads, drive sales and expand their market reach across Southeast Asia. Get in touch with us at to discover how Trade42 can connect you with international buyers and drive your business towards success!

Table of Contents

Subscribe to our newsletter to get latest articles!

Be the first to recieve our content – from insights to tips and tutorial – for free!

Resource Center

Our Latest Articles

From insightful industry analyses to practical tips and tricks, our newest articles are your go-to resource to stay ahead!