According to Statista 2024 data, Malaysia’s confectionery market reached a total revenue of USD 6.3 billion and is expected to continue growing at an annual rate of 7.82 percent over the next five years. As a multicultural nation, Malaysia offers a wide and diverse range of confectionery products to cater to the tastes and preferences of different ethnic groups and age segments. From traditional palm sugar and herbal candies to modern fruit gummies, Malaysia’s confectionery selection reflects the fusion of Malay, Chinese and Indian food cultures.
Driven by festive traditions across communities, consumer demand for confectionery surges significantly during festive seasons. Beyond active performance in offline retail, major e-commerce platforms also roll out promotional campaigns, further boosting overall sales. i-Buzz Asia takes you through the past year’s key discussions and highlights in Malaysia’s confectionery market, uncovering the critical moments that shaped consumer trends.
Market Trends: E-commerce Mega Sales Ignite Annual Peaks
Every November marks the most important shopping season for Asia’s leading e-commerce platforms and is considered one of the most crucial battlegrounds for brands and retailers each year. In Malaysia, platforms such as Shopee, Lazada, Zalora and Lelong launch various promotional activities for confectionery categories, including free shipping, discounts and gift-with-purchase offers. Exclusive discount codes and limited-time deals further enhance the shopping experience while driving more traffic to their platforms.
This wave of enthusiasm also attracts participation from cross-border brands from China, Singapore and Japan, who use social media and live-streaming to strengthen engagement and capture the attention of a wide pool of consumers.
Festive Culture Shapes Marketing Rhythms: Chinese New Year Sparks Early-year Sales
Another surge in market activity occurs in February and is closely tied to the Chinese community’s Lunar New Year traditions in Malaysia. During this festive season, households purchase large quantities of confectionery and snacks to entertain guests and to give as gifts. This is not only a custom but also an expression of cultural heritage and emotional connection.
Retailers and brands seize the opportunity by launching New Year themed packaging and festive gift sets, amplifying the celebratory atmosphere and stimulating purchasing desire. Confectionery consumption during this period carries strong symbolic and ritual significance, making it an unmissable sales window each year. During the New Year season, e-commerce platforms also collaborate with KOLs (Key Opinion Leaders) to host live-streaming events and generate another wave of promotional campaigns.
Conclusion
Overall, Malaysia’s confectionery consumption trends are clearly shaped by the combined influence of e-commerce promotions and festive traditions. Whether it is the sales surge from e-commerce shopping festivals or the cultural demand tied to Lunar New Year, both represent golden opportunities for brands to drive growth.
For businesses planning to enter the market, it is essential to plan ahead, align with the right marketing rhythms and leverage digital tools and social media KOL engagement to enhance brand visibility and customer loyalty. As consumers increasingly embrace online shopping and festive-driven consumption, the confectionery market is no longer just about traditional retail. It has become a vital space for innovative marketing and cultural connection.
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Source：i-Buzz Asia
This article is authorized by i-Buzz
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