Report: 2025 East Malaysia FMCG Outlook

Decoding the Drivers Behind Sustained 5% Growth

While most strategies remain focused on Peninsular Malaysia, East Malaysia quietly continues its trajectory of long-term, consistent growth. Contributing 14% of Malaysia’s total FMCG value, the region presents both challenges and untapped opportunities for brands willing to take a more localised, data-led approach.

In our report, 2025 East Malaysia FMCG Outlook, we explore how a 5% value growth—matching that of Peninsular Malaysia—is unfolding through a very different set of shopper behaviours. With more frequent trips, broader category engagement, and state-level variations between Sabah and Sarawak, the East Malaysia market is ripe for more targeted expansion.

Key Highlights:

• Why East Malaysia Matters More Than Ever
• Inside the East Malaysian Shopping Basket
• Strategic Considerations for Brands

Consumer habits in East Malaysia are not simply a reflection of what works in the west. With different demographics, retail structures, and channel dynamics, brands that assume a one-size-fits-all approach risk missing out on this region’s true potential.

Whether you’re already operating in East Malaysia or just starting to consider expansion, this report offers a clear lens into what’s working, where growth is happening, and how your brand can position itself for long-term success.

Read the report to access category-level insights, state-level breakdowns, and actionable recommendations to navigate this high-potential market.