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Breakfast Cereals in Malaysia

Publisher Euromonitor International
Published Nov 14, 2025
Length 23 Pages
SKU # EP20589433

Description

Breakfast cereals is suffering from weakened consumer purchasing power and the ready availability of alternative options that are considered both more cost-effective and healthier. The discontinuation of a number of Kellogg’s lines has also adversely affected sales. However, hot cereals has managed to maintain a positive performance as it aligns with consumer demand for affordability and nutritional value.

Euromonitor International's Breakfast Cereals in Malaysia report offers in-depth knowledge of the market at a national level, providing local insight and understanding unavailable elsewhere. In addition to the latest retail sales data 2020-2024, it identifies the leading companies, brands and retail outlets, and assesses the key trends and demographic shifts behind consumer demand and sales growth. How key trends such as health and wellness, sustainability and recovery from the pandemic are currently shaping the market along with prospects for the next five years, clearly indicating how the market is expected to change.

Product coverage: Hot Cereals, RTE Cereals.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Breakfast Cereals market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

23 Pages
Breakfast Cereals in Malaysia
Euromonitor International
November 2025
List Of Contents And Tables
BREAKFAST CEREALS IN MALAYSIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
Budget consciousness and competition from alternative products hit breakfast cereals
INDUSTRY PERFORMANCE
Affordability remains leading factor in purchasing decisions
Hot cereals seen as nutritious and affordable
WHAT’S NEXT?
Range of affordable alternatives hinders potential growth
Health, value, and taste drive choice.
Affordability and transparency amidst shrinkflation
COMPETITIVE LANDSCAPE
Existing company benefits from gap left in the category, but still face challenges from weak consumer perception
Pristine benefits from extensive distribution and competitive pricing
CHANNELS
Small local grocers is the leading channel
E-commerce proving relatively resilient
CATEGORY DATA
Table 1 Sales of Breakfast Cereals by Category: Volume 2020-2025
Table 2 Sales of Breakfast Cereals by Category: Value 2020-2025
Table 3 Sales of Breakfast Cereals by Category: % Volume Growth 2020-2025
Table 4 Sales of Breakfast Cereals by Category: % Value Growth 2020-2025
Table 5 NBO Company Shares of Breakfast Cereals: % Value 2021-2025
Table 6 LBN Brand Shares of Breakfast Cereals: % Value 2022-2025
Table 7 Distribution of Breakfast Cereals by Format: % Value 2020-2025
Table 8 Forecast Sales of Breakfast Cereals by Category: Volume 2025-2030
Table 9 Forecast Sales of Breakfast Cereals by Category: Value 2025-2030
Table 10 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2025-2030
Table 11 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
STAPLE FOODS IN MALAYSIA
EXECUTIVE SUMMARY
Affordability remains key
KEY DATA FINDINGS
INDUSTRY PERFORMANCE
Government aid proves important in maintain sales
Consumers remain price sensitive
WHAT’S NEXT?
Subsidies to remain important
New product development to attract consumers
Strong focus on value for money
COMPETITIVE LANDSCAPE
Serba Wangi out in front
Emborg benefiting from focus on quality and distribution through modern grocery retailers
Changes in competitive landscape as brands withdraw from market
CHANNELS
Small local grocers remains key distribution channel
Supermarkets seeing strong growth
MARKET DATA
Table 12 Sales of Staple Foods by Category: Volume 2020-2025
Table 13 Sales of Staple Foods by Category: Value 2020-2025
Table 14 Sales of Staple Foods by Category: % Volume Growth 2020-2025
Table 15 Sales of Staple Foods by Category: % Value Growth 2020-2025
Table 16 NBO Company Shares of Staple Foods: % Value 2021-2025
Table 17 LBN Brand Shares of Staple Foods: % Value 2022-2025
Table 18 Penetration of Private Label by Category: % Value 2020-2025
Table 19 Distribution of Staple Foods by Format: % Value 2020-2025
Table 20 Forecast Sales of Staple Foods by Category: Volume 2025-2030
Table 21 Forecast Sales of Staple Foods by Category: Value 2025-2030
Table 22 Forecast Sales of Staple Foods by Category: % Volume Growth 2025-2030
Table 23 Forecast Sales of Staple Foods by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
SOURCES
Summary 1 Research Sources

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