馬來西亞酒精飲料市場

2024年，馬來西亞酒精飲料市場銷量小幅成長，這得益於蓬勃發展的旅遊業以及各種節日和慶祝活動，這些活動是飲酒的熱門機會。儘管酒精在馬來西亞合法，但該國近三分之二的人口是穆斯林，這使得外國遊客成為酒精飲料的主要消費群體。此外，接近飲酒年齡的非穆斯林人口不斷成長，也為該國的酒精飲料創造了新的機會。

本報告提供了Euromonitor International)對馬來西亞酒精飲料市場的分析和預測。報告提供了最新的零售數據（2020-2024 年），並指出了將推動成長的產業。報告還指出了主要企業和主要品牌，並對影響市場的主要因素（例如立法、分銷、定價等）進行了策略性分析。對 2029 年的預測顯示了市場將如何變化。

目標產品：啤酒、蘋果酒/莓果、即飲、烈酒、葡萄酒

數據範圍：市場規模（實際和預測）、企業市場占有率、品牌佔有率、分銷數據

為什麼要購買這份報告？

• 詳細了解酒精飲料市場
• 確定成長領域並確定變革的動力
• 了解競爭格局、主要市場參與企業和領導品牌
• 使用五年預測評估未來市場前景

Euromonitor International在出版市場研究報告、商業參考書和線上資訊系統方面擁有超過50年的經驗。公司在倫敦、芝加哥、新加坡、上海、維爾紐斯、杜拜、開普敦、聖地牙哥、雪梨、東京、班加羅爾、聖保羅、首爾、香港、杜塞爾多夫和墨西哥城設有辦事處，並擁有遍布100個國家的分析師網路。憑藉其獨特的能力和對多元化市場的理解，公司有信心開發可靠的資訊資源，為制定明智的策略提供支援。

目錄

目錄和表格

執行摘要

市場背景

• 立法
• 法定購買和飲酒年齡
• 酒後駕車
• 廣告
• 禁止抽煙
• 營業時間
• On-Trade設施

稅費

操作環境

• 走私/平行輸入
• 免稅
• 跨境進口/個人進口

重大新產品發布

• 前景

市場指標

市場數據

免責聲明

資訊來源

馬來西亞啤酒

關鍵數據發現

2024年的發展

• 可支配收入的增加和旅遊業的復甦推動啤酒成長
• 行銷宣傳活動通常著重於將音樂愛好者與啤酒飲用者聯繫起來，並以免費樣品作為核心策略。
• 啤酒消費主要集中On-Trade店，但大賣場憑藉價格優勢在Off-Trade佔據主導地位

前景與機會

• 經濟型和價格分佈拉格啤酒銷量呈正成長，而高階拉格啤酒則失去成長動力
• 精釀啤酒加速優質化趨勢
• 低醇和無醇啤酒基數較低，但成長強勁

類別背景

分類資料

馬來西亞葡萄酒

關鍵數據發現

2024年的發展

• 由於替代品的威脅和生活方式的改變，銷售呈現靜態成長
• 由於強大的廣告、促銷和廣泛的可得性，澳洲葡萄酒越來越受歡迎
• 零售通路在葡萄酒產業占主導地位

前景與機會

• 雞尾酒文化推動了加烈葡萄酒和苦艾酒的成長
• 葡萄酒訂購和忠誠度計畫可望增加葡萄酒的重複銷售和消費者參與度
• 健康趨勢下，無酒精葡萄酒呈現成長跡象

分類資料

馬來西亞烈酒

關鍵數據發現

2024年的發展

• 更重視理性飲酒會導致情緒波動
• 國際公司在酒類領域保持強勢地位
• 人們更喜歡去當地的小型雜貨店進行快速購物，而大賣場則經常被用來購買酒精飲料作為禮物。

前景與機會

• 威士忌有望透過雞尾酒文化和優質化支撐烈酒市場
• 身臨其境型和體驗式行銷仍然是推動消費者參與和建立情感品牌聯繫的關鍵策略
• 馬來西亞的雞尾酒文化有望推動未來酒精飲料的成長

類別背景

分類資料

馬來西亞蘋果酒/梨酒

關鍵數據發現

2024年的發展

• 蘋果酒/梨酒在千禧世代和 Z 世代中逐漸失去人氣
• 主要企業利用品牌聲譽和持續的行銷努力來增加銷售佔有率
• Off-Trade管道仍然是蘋果酒/梨酒消費的熱門管道

前景與機會

• 無酒精蘋果酒預計將強勁成長
• 身臨其境型快閃店和策略合作推動蘋果酒/梨酒類成長
• 網紅行銷提升消費者對蘋果酒類別的認知

分類資料

馬來西亞RTDS

關鍵數據發現

2024年的發展

• 消費者偏好變化和競爭壓力導致 RTD 面臨阻力
• 競爭激烈、消費者認知度低，即飲品牌難以擴大規模
• 由於產品可得性，大賣場仍是即食食品的主要銷售管道

前景與機會

• 受韓國文化和健康意識潮流的影響，以馬格利酒為基礎的即飲飲料越來越受歡迎。
• 隨著人們繼續轉向低酒精飲料，預計銷售量將下降
• 新產品創新刺激年輕人需求

分類資料

Alcoholic drinks in Malaysia recorded moderate volume growth in 2024, supported by a thriving tourism sector and regular festivities and celebrations which are popular drinking occasions. Although alcohol is legal in Malaysia almost two-thirds of the country's inhabitants are Muslim, and thus foreign visitors form a key consumer base for alcoholic drinks in the country. In addition, the growing population of non-Muslim consumers nearing the legal drinking age is presenting new opportunities for...

Euromonitor International's Alcoholic Drinks in Malaysia report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2020-2024), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Beer, Cider/Perry, RTDs, Spirits, Wine.

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

Why buy this report?

• Get a detailed picture of the Alcoholic Drinks 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.

Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Alcoholic drinks in 2024: The big picture
• 2024 key trends
• Competitive landscape
• Retail developments
• On-trade vs off-trade split
• What next for alcoholic drinks?

MARKET BACKGROUND

• Legislation
• Legal purchasing age and legal drinking age
• Drink driving
• Advertising
• Smoking ban
• Opening hours
• On-trade establishments

TAXATION AND DUTY LEVIES

OPERATING ENVIRONMENT

• Contraband/parallel trade
• Duty free
• Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

• Outlook

MARKET INDICATORS

• Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2019-2024

MARKET DATA

• Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2019-2024
• Table 3 Sales of Alcoholic Drinks by Category: Total Value 2019-2024
• Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2019-2024
• Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2019-2024
• Table 6 GBO Company Shares of Alcoholic Drinks: % Total Volume 2020-2024
• Table 7 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2019-2024
• Table 8 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2024
• Table 9 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2024-2029
• Table 10 Forecast Sales of Alcoholic Drinks by Category: Total Value 2024-2029
• Table 11 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2024-2029
• Table 12 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2024-2029

DISCLAIMER

SOURCES

• Summary 1 Research Sources

BEER IN MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Rising disposable incomes and tourist rebound drives growth in beer
• Marketing campaigns often focus on bringing together music lovers and beer drinkers, with free sampling as the core strategy
• On-trade settings are popular for beer consumption, while hypermarkets lead the off-trade channel due to their price advantage

PROSPECTS AND OPPORTUNITIES

• Economy and mid-priced lager to experience positive growth as premium lager loses traction
• Craft beer accelerates the premiumisation trend
• Low and non-alcoholic beer expected to see high growth from low base

CATEGORY BACKGROUND

• Lager price band methodology
• Summary 2 Lager by Price Band 2024

CATEGORY DATA

• Table 13 Sales of Beer by Category: Total Volume 2019-2024
• Table 14 Sales of Beer by Category: Total Value 2019-2024
• Table 15 Sales of Beer by Category: % Total Volume Growth 2019-2024
• Table 16 Sales of Beer by Category: % Total Value Growth 2019-2024
• Table 17 Sales of Beer by Off-trade vs On-trade: Volume 2019-2024
• Table 18 Sales of Beer by Off-trade vs On-trade: Value 2019-2024
• Table 19 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2019-2024
• Table 20 Sales of Beer by Off-trade vs On-trade: % Value Growth 2019-2024
• Table 21 Sales of Beer by Craft vs Standard 2019-2024
• Table 22 GBO Company Shares of Beer: % Total Volume 2020-2024
• Table 23 NBO Company Shares of Beer: % Total Volume 2020-2024
• Table 24 LBN Brand Shares of Beer: % Total Volume 2021-2024
• Table 25 Forecast Sales of Beer by Category: Total Volume 2024-2029
• Table 26 Forecast Sales of Beer by Category: Total Value 2024-2029
• Table 27 Forecast Sales of Beer by Category: % Total Volume Growth 2024-2029
• Table 28 Forecast Sales of Beer by Category: % Total Value Growth 2024-2029

WINE IN MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Static volume growth observed due to threat of substitues and lifestyle changes
• Australian wine is increasingly popular due to strong publicity, promotions and wide availability
• Retail channel exhibits dominance in the wine sector

PROSPECTS AND OPPORTUNITIES

• Cocktail culture to fuel growth of fortified wine and vermouth
• Wine subscription and loyalty programmes anticipated to boost recurring wine sales and consumer engagement
• Zero-alcohol wine poised for growth amid health and wellness trends

CATEGORY DATA

• Table 29 Sales of Wine by Category: Total Volume 2019-2024
• Table 30 Sales of Wine by Category: Total Value 2019-2024
• Table 31 Sales of Wine by Category: % Total Volume Growth 2019-2024
• Table 32 Sales of Wine by Category: % Total Value Growth 2019-2024
• Table 33 Sales of Wine by Off-trade vs On-trade: Volume 2019-2024
• Table 34 Sales of Wine by Off-trade vs On-trade: Value 2019-2024
• Table 35 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2019-2024
• Table 36 Sales of Wine by Off-trade vs On-trade: % Value Growth 2019-2024
• Table 37 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2019-2024
• Table 38 Sales of Still Rose Wine by Price Segment: % Off-trade Volume 2019-2024
• Table 39 Sales of Still White Wine by Price Segment: % Off-trade Volume 2019-2024
• Table 40 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2019-2024
• Table 41 GBO Company Shares of Still Light Grape Wine: % Total Volume 2020-2024
• Table 42 NBO Company Shares of Still Light Grape Wine: % Total Volume 2020-2024
• Table 43 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2021-2024
• Table 44 GBO Company Shares of Champagne: % Total Volume 2020-2024
• Table 45 NBO Company Shares of Champagne: % Total Volume 2020-2024
• Table 46 LBN Brand Shares of Champagne: % Total Volume 2021-2024
• Table 47 GBO Company Shares of Other Sparkling Wine: % Total Volume 2020-2024
• Table 48 NBO Company Shares of Other Sparkling Wine: % Total Volume 2020-2024
• Table 49 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2021-2024
• Table 50 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2020-2024
• Table 51 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2020-2024
• Table 52 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2021-2024
• Table 53 GBO Company Shares of Non-grape Wine: % Total Volume 2020-2024
• Table 54 NBO Company Shares of Non-grape Wine: % Total Volume 2020-2024
• Table 55 LBN Brand Shares of Non-grape Wine: % Total Volume 2021-2024
• Table 56 Forecast Sales of Wine by Category: Total Volume 2024-2029
• Table 57 Forecast Sales of Wine by Category: Total Value 2024-2029
• Table 58 Forecast Sales of Wine by Category: % Total Volume Growth 2024-2029
• Table 59 Forecast Sales of Wine by Category: % Total Value Growth 2024-2029

SPIRITS IN MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Heightened focus on responsible drinking dampens spirits
• International players hold strong position in spirits category
• Small local grocers are preferred for quick purchases, while hypermarkets are commonly visited for purchasing spirits intended as gifts

PROSPECTS AND OPPORTUNITIES

• Whiskies are poised to support spirits through cocktail culture and premiumisation
• Immersive and experiential marketing will remain key strategy to drive consumer engagement and build emotional brand connections
• Cocktail culture in Malaysia is expected to drive future growth of spirits

CATEGORY BACKGROUND

• Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
• Summary 3 Benchmark Brands 2024

CATEGORY DATA

• Table 60 Sales of Spirits by Category: Total Volume 2019-2024
• Table 61 Sales of Spirits by Category: Total Value 2019-2024
• Table 62 Sales of Spirits by Category: % Total Volume Growth 2019-2024
• Table 63 Sales of Spirits by Category: % Total Value Growth 2019-2024
• Table 64 Sales of Spirits by Off-trade vs On-trade: Volume 2019-2024
• Table 65 Sales of Spirits by Off-trade vs On-trade: Value 2019-2024
• Table 66 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2019-2024
• Table 67 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2019-2024
• Table 68 Sales of Dark Rum by Price Platform: % Total Volume 2019-2024
• Table 69 Sales of White Rum by Price Platform: % Total Volume 2019-2024
• Table 70 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2019-2024
• Table 71 Sales of English Gin by Price Platform: % Total Volume 2019-2024
• Table 72 Sales of Vodka by Price Platform: % Total Volume 2019-2024
• Table 73 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2019-2024
• Table 74 GBO Company Shares of Spirits: % Total Volume 2020-2024
• Table 75 NBO Company Shares of Spirits: % Total Volume 2020-2024
• Table 76 LBN Brand Shares of Spirits: % Total Volume 2021-2024
• Table 77 Forecast Sales of Spirits by Category: Total Volume 2024-2029
• Table 78 Forecast Sales of Spirits by Category: Total Value 2024-2029
• Table 79 Forecast Sales of Spirits by Category: % Total Volume Growth 2024-2029
• Table 80 Forecast Sales of Spirits by Category: % Total Value Growth 2024-2029

CIDER/PERRY IN MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Cider/perry loses appeal among Millenials and Gen Z
• Key players capitalise on brand reputations and ongoing marketing efforts to boost volume share
• Off-trade channel remains popular for cider/perry consumption

PROSPECTS AND OPPORTUNITIES

• Non-alcoholic cider is poised to experience strong growth
• Immersive pop-ups and strategic collaborations to fuel cider/perry category growth
• Influencer marketing drives greater consumer awareness in the cider category

CATEGORY DATA

• Table 81 Sales of Cider/Perry: Total Volume 2019-2024
• Table 82 Sales of Cider/Perry: Total Value 2019-2024
• Table 83 Sales of Cider/Perry: % Total Volume Growth 2019-2024
• Table 84 Sales of Cider/Perry: % Total Value Growth 2019-2024
• Table 85 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2019-2024
• Table 86 Sales of Cider/Perry by Off-trade vs On-trade: Value 2019-2024
• Table 87 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2019-2024
• Table 88 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2019-2024
• Table 89 GBO Company Shares of Cider/Perry: % Total Volume 2020-2024
• Table 90 NBO Company Shares of Cider/Perry: % Total Volume 2020-2024
• Table 91 LBN Brand Shares of Cider/Perry: % Total Volume 2021-2024
• Table 92 Forecast Sales of Cider/Perry: Total Volume 2024-2029
• Table 93 Forecast Sales of Cider/Perry: Total Value 2024-2029
• Table 94 Forecast Sales of Cider/Perry: % Total Volume Growth 2024-2029
• Table 95 Forecast Sales of Cider/Perry: % Total Value Growth 2024-2029

RTDS IN MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• RTDs faces headwinds amidst shifting consumer preferences and competitive pressures
• RTD brands struggle to scale amid stiff competition and low consumer awareness
• Hypermarkets remain the leading channel for RTDs due to wider product availability

PROSPECTS AND OPPORTUNITIES

• Makgeolli-based RTD is gaining popularity amid Korean cultural influences and health-conscious trends
• Volume sales set to decline as shift to low-ABV beverages gains traction
• New product innovations to drive demand among younger adults

CATEGORY DATA

• Table 96 Sales of RTDs by Category: Total Volume 2019-2024
• Table 97 Sales of RTDs by Category: Total Value 2019-2024
• Table 98 Sales of RTDs by Category: % Total Volume Growth 2019-2024
• Table 99 Sales of RTDs by Category: % Total Value Growth 2019-2024
• Table 100 Sales of RTDs by Off-trade vs On-trade: Volume 2019-2024
• Table 101 Sales of RTDs by Off-trade vs On-trade: Value 2019-2024
• Table 102 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2019-2024
• Table 103 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2019-2024
• Table 104 GBO Company Shares of RTDs: % Total Volume 2020-2024
• Table 105 NBO Company Shares of RTDs: % Total Volume 2020-2024
• Table 106 LBN Brand Shares of RTDs: % Total Volume 2021-2024
• Table 107 Forecast Sales of RTDs by Category: Total Volume 2024-2029
• Table 108 Forecast Sales of RTDs by Category: Total Value 2024-2029
• Table 109 Forecast Sales of RTDs by Category: % Total Volume Growth 2024-2029
• Table 110 Forecast Sales of RTDs by Category: % Total Value Growth 2024-2029