Malaysia: leading beverage brands by consumer reach points 2023

In 2023, Milo was the most chosen beverage brand among consumers in Malaysia, with 25.2 million consumer reach points (CRP), ahead of other beverage brands. Milo is a brand of nutritious chocolate powder owned by Nestlé.

Since it was introduced to Malaysian consumers in the 1950, Milo has become a staple in Malaysian households. The unique chocolate flavor is widely popular among children, making it a preferred choice for breakfast, post-sports refreshment, or during late-night study sessions.

Nestlé’s global influence

Beyond its local success, Nestlé, Milo's parent company, wields a global influence with an extensive portfolio of over 2,000 brands. Its global sales around 93 billion Swiss Francs in 2023. Another Nestlé‘s leading brand, Maggi, secured its place as the most preferred food brands among consumers in Malaysia in the same year. Meanwhile, the company’s Malaysian subsidiary, Nestlé Malaysia Berhad, managed to achieve substantial revenue increase from 2021 to 2023, consolidating its position as one of Malaysia’s largest consumers goods companies.

FMCG's role in Malaysia

Fast-moving consumer goods (FMCG) plays an indispensable role in the daily needs of Malaysians. A 2022 survey indicated that a considerable percentage of respondents visit supermarkets weekly for food supplies. Moreover, supermarkets currently dominate the FMCG retail channel, holding a significant market share as of the third quarter of 2023. Nevertheless, with the current digital trend in Malaysia’s consumer landscape, there is an anticipated shift toward online sales channel in the near future.

Leading brands in the beverage market Malaysia in 2023, by consumer reach points

Characteristic	Consumer reach points in million
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Release date

July 2024

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Region

Malaysia

Survey time period

2023

Supplementary notes

From the source: "The metric used for Brand Footprint is called Consumer Reach Points (CRP) and is calculated by looking at penetration and frequency in combination with the number of households in the country. Consumer Reach Points is the most comprehensive measure available of how many times a brand is chosen from retailers’ shelves."

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