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Rice, Pasta and Noodles in Malaysia

Publisher Euromonitor International
Published Nov 14, 2025
Length 27 Pages
SKU # EP20589612

Description

Rice, pasta and noodles is seeing sales supported by the eligibility of such products for government aid in purchasing essential food items. This has proven particularly important in driving sales through supermarkets and hypermarkets. Meanwhile, product innovation is also playing a significant role in driving growth, particularly in instant noodle pouches, the most dynamic category.

Euromonitor International's Rice, Pasta and Noodles 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: Noodles, Pasta, Rice.

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

Why buy this report?
* Get a detailed picture of the Rice, Pasta and Noodles 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

27 Pages
Rice, Pasta and Noodles in Malaysia
Euromonitor International
November 2025
List Of Contents And Tables
RICE, PASTA AND NOODLES IN MALAYSIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
Government support helps to maintain category strength
INDUSTRY PERFORMANCE
Price sensitivity and government aid support growth in noodles and rice
Instant noodle pouches benefits from new product launches
WHAT’S NEXT?
Affordability remains crucial in the category with the government expected to continue ensuring price stabilisation
Innovation expected in the market
Government aid is expected to further push players to focus on offline retail
COMPETITIVE LANDSCAPE
Leading player’s flagship brand seen as offering quality and affordability
Innovation and value for money behind performances of most dynamic players
CHANNELS
Proximity and affordable offer make small local grocers the leading channel
Hypermarkets and supermarkets expanding with aggressive marketing campaigns
CATEGORY DATA
Table 1 Sales of Rice, Pasta and Noodles by Category: Volume 2020-2025
Table 2 Sales of Rice, Pasta and Noodles by Category: Value 2020-2025
Table 3 Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2020-2025
Table 4 Sales of Rice, Pasta and Noodles by Category: % Value Growth 2020-2025
Table 5 Sales of Instant Noodles by Leading Flavours: Rankings 2020-2025
Table 6 NBO Company Shares of Rice, Pasta and Noodles: % Value 2021-2025
Table 7 LBN Brand Shares of Rice, Pasta and Noodles: % Value 2022-2025
Table 8 NBO Company Shares of Rice: % Value 2021-2025
Table 9 LBN Brand Shares of Rice: % Value 2022-2025
Table 10 NBO Company Shares of Pasta: % Value 2021-2025
Table 11 LBN Brand Shares of Pasta: % Value 2022-2025
Table 12 NBO Company Shares of Noodles: % Value 2021-2025
Table 13 LBN Brand Shares of Noodles: % Value 2022-2025
Table 14 Distribution of Rice, Pasta and Noodles by Format: % Value 2020-2025
Table 15 Distribution of Rice by Format: % Value 2020-2025
Table 16 Distribution of Pasta by Format: % Value 2020-2025
Table 17 Distribution of Noodles by Format: % Value 2020-2025
Table 18 Forecast Sales of Rice, Pasta and Noodles by Category: Volume 2025-2030
Table 19 Forecast Sales of Rice, Pasta and Noodles by Category: Value 2025-2030
Table 20 Forecast Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2025-2030
Table 21 Forecast Sales of Rice, Pasta and Noodles 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 22 Sales of Staple Foods by Category: Volume 2020-2025
Table 23 Sales of Staple Foods by Category: Value 2020-2025
Table 24 Sales of Staple Foods by Category: % Volume Growth 2020-2025
Table 25 Sales of Staple Foods by Category: % Value Growth 2020-2025
Table 26 NBO Company Shares of Staple Foods: % Value 2021-2025
Table 27 LBN Brand Shares of Staple Foods: % Value 2022-2025
Table 28 Penetration of Private Label by Category: % Value 2020-2025
Table 29 Distribution of Staple Foods by Format: % Value 2020-2025
Table 30 Forecast Sales of Staple Foods by Category: Volume 2025-2030
Table 31 Forecast Sales of Staple Foods by Category: Value 2025-2030
Table 32 Forecast Sales of Staple Foods by Category: % Volume Growth 2025-2030
Table 33 Forecast Sales of Staple Foods by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
SOURCES
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