ProChile has recently published a study on the opportunities that Malaysia presents as an export destination for fresh Chilean fruit. Chile currently exports kiwis, apples, and table grapes to this market. In 2019, its kiwis achieved a 6.3% market share in Malaysia, positioning Chile as their third supplier after New Zealand and Italy. That same year, apples achieved a 0.1% market share, and table grapes an 8.6% market share.
Malaysia has a tropical climate and depends on imports to supply its consumption needs. The country has 32.6 million inhabitants and fruit consumption is approximately 63 kg per person per year.
The population is mainly made up of three well-defined groups. Since more than 62% of the population is Malays (bumiputras), who are Muslim and can be found in all of the socioeconomic strata, Halal food is very relevant in the country. On the other hand, 20.6% of the population in Malaysia is Chinese and they dominate the country’s economy; they represent most of the middle and upper classes with higher purchasing power. Finally, the Indians account for nearly 7% of the population and generally have middle and lower-middle-income.
General characteristics of the Malaysian consumer
Malaysia is a modern market with good purchasing power and a strong focus on quality and health. Consumers spend approximately 20% of their salary purchasing food products.
Their main characteristics are:
A preference for imported high-quality products.
They adapt to new food trends and e-commerce as a means of purchase.
The quality/price ratio is an important factor in decision making.
You can read ProChile’s full report at the following link.