Consumer and Market Insights: Fish & Seafood in Malaysia

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The Fish & Seafood market in Malaysia is forecast to register high growth during 2015-2020 driven by stable economic growth and low inflation rate in the country. Malaysian consumers prefer Fresh Fish & Seafood products that is reflected in Fresh Fish & Seafood (Counter) being the largest category in volume terms. Fish & Seafood traditionally constitute an important part of the Malaysian diet. However, with growing interest in healthier food habits, manufacturers and suppliers are focusing more on the health aspects of Fish & Seafood in the country such as rich in protein, low in fat, and a natural source of Omega-3. Fish & Seafood products with a halal certification stamp on their labels are seen as more trustworthy or viewed as a genuine product in Malaysia and offers fresh growth opportunities in an otherwise less differentiated Fish & Seafood market.


• Among the six categories analyzed, Frozen Fish & Seafood will be the fastest growing value category, registering a CAGR of 8.5% during 2015-2020.

• Buying behaviour of consumers is inclined toward value for money products in the Malaysian Fish & Seafood market.

• Fish & Seafood market accounted for more than two-fifth share in the overall Food retail sales in Malaysia.

• Hypermarkets & Supermarkets is the leading distribution channel with around four-fifth share in the overall Fish & Seafood distribution in Malaysia.

• Experience seeking consumers in Malaysia will drive demand for innovative products in the Fish & Seafood market.

• Wellbeing and Premiumization & Indulgence are the major trends that are driving the Malaysian Fish & Seafood market.

Reasons to Buy

Identify high potential categories and explore further market opportunities based on detailed value and volume analysis

Existing and new players can analyze key distribution channels to identify and evaluate trends and opportunities

Gain an understanding of the total competitive landscape based on detailed brand share analysis to plan effective market positioning

Access the key and most influential consumer trends driving Fish & Seafood products consumption, and how they influence consumer behavior in the market which will help determine the best audiences to target

Access to analysis on products launched in the market

Our team of analysts have placed a significant emphasis on changes expected in the market that will provide a clear picture of the opportunities that can be tapped over the next five years, resulting in revenue expansion

Denis Group
Tropical canning (Thailand) PLC
Figo Foods Sdn Bhd
Hsh Frozen Foods Sdn Bhd
Mac Food Services Malaysia
Pacific West Foods
Ql Foods Sdn Bhd
Ramly Food Processing Sdn. Bhd.
Thong Siek Food Industry Pte Ltd
Giant Hypermarket GCH R

Table of Contents


• Report Scope

Country Context

• Macroeconomic indicators –Population and age structure, GDP and Consumer Price Index

Market Overview

• Value and volume analysis for the Malaysian Fish & Seafood market

• Historic and forecast consumption in the Malaysian Fish & Seafood market

• Degree of trade up/down in the Malaysian Fish & Seafood market

• Volume analysis by category

• Historic and forecast value analysis by category

• Winners and losers by category with change in market share

• Average category level pricing

Retail Landscape and Key Distribution Channels

• Leading retailers in the Malaysian Food market

• Leading distribution channels (value terms) in the Malaysian Fish & Seafood market

• Leading distribution channels (value terms) by category


• Fish & Seafood market by type of packaging material/container (in volume terms)

• Fish & Seafood market by type of packaging closure/outer (in volume terms)

• Fish & Seafood market by type of packaging, forecast (in volume terms)

Brand Share

• Market share of leading brands (in value terms) by category

Consumer trend analysis

• Canadean’s consumer trend framework and explanation of the Mega-trends

• For key trends in the Malaysian Fish & Seafood market

• How the trend is influencing consumption in the Malaysian Fish & Seafood market

• How to target the trend in the Malaysian Fish & Seafood market

• How the trend will evolve in the Malaysian Fish & Seafood market

• Key target demographic and the rate and which the trend will evolve

• Key drivers in the market that will increasingly influence consumption

Product examples

• New products launched in Malaysia’s Fish & Seafood market


• Country context

• Category value and volume data

• Sector Overview

• Packaging data

• Category definitions

• Segment definitions

• Channel definitions

• Explanation of sub-trends

• Methodology

• About Canadean

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