Market Research Logo

Country Profile: Spirits Sector in Malaysia

Country Profile: Spirits Sector in Malaysia

Summary

Spirits sector accounted for a volume share of 0.045% of the global market and 0.072% of the regional (Asia-Pacific) market, in 2016. The sector was valued at RM3,462.2 million (US$835.6 million) in 2016 and is expected to grow at a CAGR of 5.6% during 2016-2021.Strong economic growth, rapid urbanization, a large young population, and consequent increase in the legal drinking age consumers and growing urban middle-class segment are expected to drive the Malaysian Spirits sector. Per capita consumption stood at 0.5literscompared to the global and Asia-Pacific levels of6.4liters and 6.2liters, respectively, in 2016.

Whiskey was the largest with value sales of RM1,594.3 million (US$384.8 million) in 2016. Gin & Genever is expected to grow the fastest at a CAGR of 7.6% compared to Brandy (5%), Liqueurs (5.1%), Rum (5.4%), Specialty Spirits (6.6%), Tequila &Mezcal (6.5%), Vodka (6.9%), and Whiskey (5.4%).

Hypermarkets & Supermarkets accounted for the largest volume share of 36.4% in the distribution of Spirits. It was followed by On-trade transactions and Food & Drinks Specialists with shares of 30.1% and26.5%, respectively, in the same year.

Glass is the only package material used in the Malaysian Spirits sector, with Bottle as the only pack type used in 2016. Screw Top was the leading closure type used in the sector with a share of 93.384% in the same year. Consumption of Spirits was higher among the male population in 2016 compared to females. Consumption of Spirits was also high among Malaysian consumers who received Tertiary education. In terms of consumption by age group, Older Young Adults and Pre-Mid-Lifers together accounted for 51.5% share, in the same year.

The top five brands in the Malaysian Spirits sector accounted for 19.5%volume share in 2016. Glenfiddich, Dewar’s and Johnnie Walker are the leading brands in the Spirits sector.

The report Country Profile:

Spirits Sector in Malaysia, provides insights on high growth markets to target, trends in the usage of packaging materials, category level distribution channel data and market share of brands.

In particular, this report provides the following analysis -

  • Market data: Overall market value and volume data with growth analysis for 2011-2021. The overall market value and volume included in the report is split on the basis of On-trade and Off-trade
  • Category coverage: Value and growth analysis for Brandy, Gin & Genever, Liqueurs, Rum, Specialty Spirits, Tequila & Mezcal, Vodka, and Whiskey with inputs on individual category share within each market and the change in their market share forecast for 2016-2021
  • Leading players: Market share of brands and private labels, including private label growth analysis from 2011-2016
  • Distribution data: Percentage of sales within each market through distribution channels such as On-trade, Hypermarkets & Supermarkets, Convenience Stores, Food & Drinks Specialists, eRetailers and others
  • Packaging data: consumption breakdown for package materials and pack types in each market, in terms of percentage share of number of units sold. Package material data for Glass, Flexible Packaging, Rigid Metal and others; pack type data for: Bottle and Stand Up Pouch.
Companies mentioned in this report:

William Grant & Sons Ltd., Bacardi Limited, Diageo PLC, UK, The Edrington Group, Pernod Ricard SA, Bozeman Spirits, LLC, Amigo Pop, Benison & Co., Ltd., Remy Coitreau Group, Duncan, Gilbey (Malaysia) Sdn Bhd

Scope
  • The Malaysian Spirits sector is forecast to register an overall value growth of 57.7% during 2016-2021.
  • Whiskey is the largest market in value terms in the Malaysian Spirits sector.
  • Per capita consumption in Specialty Spirits market is higher compared to other markets in the Malaysian Spirits sector.
  • Hypermarkets & Supermarkets account for the leading share in the distribution of Spirits in Malaysia.
  • Glenfiddich, Dewar's and Johnnie Walker are leading brands in the Malaysian Spirits sector.
Reasons to buy
  • Identify high potential categories and explore further market opportunities based on detailed value and volume analysis
  • Existing and new players can analyze key distribution channels to identify and evaluate trends and opportunities
  • Gain an understanding of the total competitive landscape based on detailed brand share analysis to plan effective market positioning
  • Access the key and most influential consumer trends driving Spirits consumption, and how they influence consumer behavior in the market which will help determine the best audiences to target
  • Our team of analysts have placed a significant emphasis on changes expected in the market that will provide a clear picture of the opportunities that can be tapped over the next five years, resulting in revenue expansion
  • The packaging analysis report helps manufacturers, in identifying the most commonly used packaging materials in the sector
  • Analysis on key macro-economic indicators such as GDP per capita, population (overall and breakdown by age), and consumer price index. It also covers a comparative analysis of political, economic, socio-demographic, and technological indicators (PEST) across 50 countries.


1. Report Scope 1
2. Executive summary 2
3. Malaysia in the global and regional context 3
3.1. Malaysia’s share in the Global and Asia-Pacific Spirits sector 3
3.2. Malaysia compared to other leading countries in Asia-Pacific 4
4. Market size analysis - Spirits sector 5
4.1. Value and volume analysis - Spirits sector in Malaysia 5
4.2. Per capita consumption - Malaysia compared to Asia-Pacific and globally 6
4.3. Extent to which consumers are trading up/down 7
4.4. Value and volume analysis of markets in the Spirits sector 8
4.5. Growth analysis by markets 9
5. Market and category analysis 10
5.1. Per capita consumption analysis by markets 10
5.2. Market analysis: Brandy 11
5.3. Market analysis: Gin & Genever 13
5.4. Market analysis: Liqueurs 14
5.5. Market analysis: Rum 16
5.6. Market analysis: Specialty Spirits 18
5.7. Market analysis: Tequila & Mezcal 20
5.8. Market analysis: Vodka 21
5.9. Market analysis: Whiskey 23
6. Distribution analysis 25
6.1. Distribution channel share analysis: Spirits 25
6.2. Distribution channel share analysis: Brandy 26
6.3. Distribution channel share analysis: Gin & Genever 27
6.4. Distribution channel share analysis: Liqueurs 28
6.5. Distribution channel share analysis: Rum 29
6.6. Distribution channel share analysis: Specialty Spirits 30
6.7. Distribution channel share analysis: Tequila & Mezcal 31
6.8. Distribution channel share analysis: Vodka 32
6.9. Distribution channel share analysis: Whiskey 33
7. Competitive landscape 34
7.1. Brand share analysis by sector 34
7.2. Brand share analysis by markets 36
7.3. Brand share analysis by category 43
7.3.1. Brandy 43
7.3.2. Liqueurs 44
7.3.3. Rum 45
7.3.4. Vodka 46
7.3.5. Whiskey 47
8. Packaging analysis 48
8.1. Packaging share and growth analysis by package material 48
8.2. Packaging share analysis by package material 49
8.3. Packaging share and growth analysis by pack type 50
8.4. Packaging share analysis by pack type 51
8.5. Packaging share and growth analysis by closure type 52
8.6. Packaging share analysis by closure type 53
8.7. Packaging share and growth analysis by primary outer type 54
8.8. Packaging share analysis by primary outer type 55
9. Macroeconomic analysis 56
9.1. GDP per Capita 59
9.2. Population and population growth 60
9.3. Consumer Price Index 61
9.4. Population breakdown by age 62
10. Consumergraphics 63
10.1. Consumption by Gender 63
10.2. Consumption by Age 64
10.3. Consumption by Education 65
10.4. Consumption by Degree of Urbanization 66
11. Methodology 67
12. Definitions 68
13. Appendix 71
14. About GlobalData 85
15. Disclaimer 86
16. Contact Us 87
List of Tables
Table 1: Volume share of Malaysia in the global and Asia-Pacific Spirits sector, 2011-2021 3
Table 2: Growth analysis by markets, 2016-2021 9
Table 3: Per capita consumption* (by markets) in Malaysia , Asia-Pacific and Global average, 2016 10
Table 4: Value analysis of Brandy market by categories, 2011-2021 12
Table 5: Volume analysis of Brandy market by categories, 2011-2021 12
Table 6: Value analysis of Liqueurs market by categories, 2011-2021 15
Table 7: Volume analysis of Liqueurs market by categories, 2011-2021 15
Table 8: Value analysis of Rum market by categories, 2011-2021 17
Table 9: Volume analysis of Rum market by categories, 2011-2021 17
Table 10: Value analysis of Speciality Spirits market by categories, 2011-2021 19
Table 11: Volume analysis of Speciality Spirits market by categories, 2011-2021 19
Table 12: Value analysis of Vodka market by categories, 2011-2021 22
Table 13: Volume analysis of Vodka market by categories, 2011-2021 22
Table 14: Value analysis of Whiskey market by categories, 2011-2021 24
Table 15: Volume analysis of Whiskey market by categories, 2011-2021 24
Table 16: Brand Volume - Spirits sector, 2016 35
Table 17: Brand Volume - Brandy market, 2016 36
Table 18: Brand Volume - Gin & Genever market, 2016 37
Table 19: Brand Volume - Liqueurs market, 2016 38
Table 20: Brand Volume - Rum market, 2016 39
Table 21: Brand Volume - Tequila & Mezcal market, 2016 40
Table 22: Brand Volume - Vodka market, 2016 41
Table 23: Brand Volume - Whiskey market, 2016 42
Table 24: Brand Volume - Cognac category 43
Table 25: Brand Volume - Other Grape Brandy category, 2016 43
Table 26: Brand Volume - Fruit Liqueurs category, 2016 44
Table 27: Brand Volume - Dark Rum category, 2016 45
Table 28: Brand Volume - Flavoured Vodka category, 2016 46
Table 29: Brand Volume - Unflavoured Vodka category, 2016 46
Table 30: Brand Volume - American Whiskey category, 2016 47
Table 31: Brand Volume - Scotch Whisky category, 2016 47
Table 32: Brand Volume - Other Whiskey category, 2016 47
Table 33: Consumption of Spirits by gender and markets (Thousand Liters, 2016) 63
Table 34: Consumption of Spirits by age and markets (Thousand Liters, 2016) 64
Table 35: Consumption of Spirits by education and markets (Thousand Liters, 2016) 65
Table 36: Consumption of Spirits by degree of urbanization and markets (Thousand Liters, 2016) 66
Table 37: Market Definitions 68
Table 38: Category Definitions 69
Table 39: Channel Definitions 70
Table 40: Market Value for Brandy - by category (RM Million) 2011-2021 71
Table 41: Market Value for Brandy - by category (US$ Million) 2011-2021 71
Table 42: Market Volume for Brandy - by category (Thousand Liters) 2011-2021 72
Table 43: Market Value for Liqueurs - by category (RM Million) 2011-2021 72
Table 44: Market Value for Liqueurs - by category (US$ Million) 2011-2021 73
Table 45: Market Volume for Liqueurs - by category (Thousand Liters) 2011-2021 73
Table 46: Market Value for Rum - by category (RM Million) 2011-2021 74
Table 47: Market Value for Rum - by category (US$ Million) 2011-2021 74
Table 48: Market Volume for Rum - by category (Thousand Liters) 2011-2021 74
Table 49: Market Value for Specialty Spirits - by category (RM Million) 2011-2021 75
Table 50: Market Value for Specialty Spirits - by category (US$ Million) 2011-2021 75
Table 51: Market Volume for Specialty Spirits - by category (Thousand Liters) 2011-2021 76
Table 52: Market Value for Vodka - by category (RM Million) 2011-2021 76
Table 53: Market Value for Vodka - by category (US$ Million) 2011-2021 77
Table 54: Market Volume for Vodka - by category (Thousand Liters) 2011-2021 77
Table 55: Market Value for Whiskey - by category (RM Million) 2011-2021 78
Table 56: Market Value for Whiskey - by category (US$ Million) 2011-2021 78
Table 57: Market Volume for Whiskey - by category (Thousand Liters) 2011-2021 79
Table 58: Components of change - by Market 79
Table 59: Spirits Sales Distribution in Malaysia - by Markets (Thousand Liters), 2016 80
Table 60: Package Material (in Million pack units) 81
Table 61: Pack Type (in Million pack units) 81
Table 62: Closure Type (in Million pack units) 81
Table 63: Primary Outer Type (in Million pack units) 82
Table 64: Exchange Rates: (US$-RM), 2011-2021 83
Table 65: GDP Per Capita (RM), 2011-2016 83
Table 66: Population, 2011-2016 83
Table 67: Consumer Price Index, 2011-2016 83
Table 68: Age Profile (in Millions), 2016 84
List of Figures
Figure 1: Malaysia compared to other top four countries in Asia-Pacific - market size, growth, and competitive landscape 4
Figure 2: Market size analysis by value and volume, Spirits sector, 2011-2021 5
Figure 3: Per capita consumption* in Malaysia compared to global and Asia-Pacific average, 2011-2021 6
Figure 4: Degree of trading up/down in the Malaysian Spirits sector, 2015-2016 7
Figure 5: Value and volume growth analysis by markets, 2016-2021 8
Figure 6: Value and volume growth analysis, Brandy market, 2011-2021 11
Figure 7: Value and volume growth analysis, Gin & Genever market, 2011-2021 13
Figure 8: Value and volume growth analysis, Liqueurs market, 2011-2021 14
Figure 9: Value and volume growth analysis, Rum market, 2011-2021 16
Figure 10: Value and volume growth analysis, Specialty Spirits market, 2011-2021 18
Figure 11: Value and volume growth analysis, Tequila & Mezcal market, 2011-2021 20
Figure 12: Value and volume growth analysis, Vodka market, 2011-2021 21
Figure 13: Value and volume growth analysis, Whiskey market, 2011-2021 23
Figure 14: Distribution channel share (Volume), Spirits, 2011-2016 25
Figure 15: Distribution channel share (Volume), Brandy market, 2011-2016 26
Figure 16: Distribution channel share (Volume), Gin & Genever market, 2011-2016 27
Figure 17: Distribution channel share (Volume), Liqueurs market, 2011-2016 28
Figure 18: Distribution channel share (Volume), Rum market, 2011-2016 29
Figure 19: Distribution channel share (Volume), Specialty Spirits market, 2011-2016 30
Figure 20: Distribution channel share (Volume), Tequila & Mezcal market, 2011-2016 31
Figure 21: Distribution channel share (Volume), Vodka market, 2011-2016 32
Figure 22: Distribution channel share (Volume), Whiskey market, 2011-2016 33
Figure 23: Leading brands in the Malaysian Spirits sector, volume share, 2016 34
Figure 24: Leading brands in the Brandy market, volume share, 2016 36
Figure 25: Leading brands in the Gin & Genever market, volume share, 2016 37
Figure 26: Leading brands in the Liqueurs market, volume share, 2016 38
Figure 27: Leading brands in the Rum market, volume share, 2016 39
Figure 28: Leading brands in the Tequila & Mezcal market, volume share, 2016 40
Figure 29: Leading brands in the Vodka market, volume share, 2016 41
Figure 30: Leading brands in the Whiskey market, volume share, 2016 42
Figure 31: Packaging share and growth analysis by package material, 2011-2021 48
Figure 32: Use of package material by markets (in pack units), 2016 49
Figure 33: Packaging share and growth analysis by pack type, 2011-2021 50
Figure 34: Use of pack type by markets (in pack units), 2016 51
Figure 35: Packaging share and growth analysis by closure type, 2011-2021 52
Figure 36: Use of closure type by markets (in pack units), 2016 53
Figure 37: Packaging share and growth analysis by primary outer type, 2011-2021 54
Figure 38: Use of primary outer type by markets (in pack units), 2016 55
Figure 39: Relative comparison of countries based on PEST analysis 56
Figure 40: Malaysia’s GDP per capita, 2011-2016 59
Figure 41: Population growth in Malaysia, 2011-2016 60
Figure 42: Consumer Price Index, Malaysia, 2010-2016 61
Figure 43: Age Profile, Malaysia, 2016 62
Figure 44: Consumption of Spirits by gender, Malaysia, 2016 63
Figure 45: Consumption of Spirits by age, Malaysia, 2016 64
Figure 46: Consumption of Spirits by education, Malaysia, 2016 65
Figure 47: Consumption of Spirits by degree of urbanization, Malaysia, 2016 66
Figure 48: About GlobalData 85

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report