Future Opportunities
Adapting to Fewer but Heavier Shopping Trips
Analysing how much shoppers buy and how much they spend per trip provides valuable insights into why they shop. Different purchasing patterns can reveal not only the most common types of shopping trips but also the ones that contribute the most to overall sales.
The Four Shopping Purposes:
Economical Gathering – Fewer than 5 items bought, less than RM 40.58 spent
Basket Maximising – At least 5 items bought, less than RM 40.58 spent
Focused Spending – Fewer than 5 items bought, at least RM 40.58 spent
Large Purchasing – At least 5 items bought, at least RM 40.58 spent
In Peninsular Malaysia, over half of all shopping trips fall under the category of Economical Gathering, where shoppers purchase fewer than five items and spend less than RM 40.58. Despite this, the Large Purchasing segment—where shoppers buy five or more items and spend over RM 40.58—remains the most significant contributor to total FMCG sales.
An interesting observation is that Focused Spending trips, although less frequent, are high in value. These trips involve fewer items but higher spending per trip, making their contribution to sales nearly as substantial as Economical Gathering. If the current trend of lower shopping frequency continues, these heavier, more focused shopping trips could become an even more valuable target for brands.
This report serves as an introduction to the key trends shaping Peninsular Malaysia’s in-home FMCG landscape. The full analysis will explore deeper insights into category relevance, SKU trends, shopper demographics, outlet preferences, promotional reliance, and emerging opportunities in the coming year. Understanding these dynamics will be crucial for your brand aiming to optimise strategies and maintain a competitive edge in the evolving market.
