Introduction
Shoppers Adapt to Higher Prices and Changing Shopping Habits
Peninsular Malaysia’s in-home FMCG (Fast-Moving Consumer Goods) market has recorded a 5% growth in the latest year, largely driven by a 4% increase in purchasing volume. This contrasts with the previous year, when the 3% value growth was mainly due to inflation, while volume remained stagnant. Over the past year, prices have stabilised at a higher level, and shoppers have adjusted to these new price points, continuing to purchase more in volume.
A significant shift in shopping behaviour is also apparent. Shoppers are making fewer grocery trips than before. Two years ago, they averaged 98 trips per year, which dropped to 96 trips last year, and has now declined further to 89 trips. However, unlike last year, shoppers are purchasing more per trip. The average spend per trip has increased from RM 36.85 to RM 40.58, and volume per trip has grown from 10.3 to 11.3 units.
If this trend of declining trip frequency continues, it may become increasingly difficult for shoppers to compensate by further upsizing their baskets. The reduction in trips also means fewer touchpoints with products, making it crucial for brands to secure a place in the shopping basket whenever the opportunity arises.
As the FMCG landscape in Peninsular Malaysia continues to evolve, brands and businesses must stay ahead of shifting consumer behaviours, competitive dynamics, and emerging trends. The 2025 Peninsular Malaysia FMCG Outlook report provides an in-depth analysis of these developments, offering valuable insights into category performance, shopper behaviour, pricing strategies, and the factors shaping future growth. Whether you are a brand, retailer, or industry stakeholder, this report will equip you with the knowledge needed to navigate the market effectively and make informed decisions in the year ahead.
