马来西亚酒精饮料市场

2024年，马来西亚酒精饮料市场销量小幅增长，这得益于蓬勃发展的旅游业以及各种节日和庆祝活动，这些活动是饮酒的热门机会。儘管酒精在马来西亚合法，但该国近三分之二的人口是穆斯林，这使得外国游客成为酒精饮料的主要消费群体。此外，接近饮酒年龄的非穆斯林人口不断增长，也为该国的酒精饮料创造了新的机会。

本报告提供了Euromonitor International)对马来西亚酒精饮料市场的分析和预测。报告提供了最新的零售数据（2020-2024 年），并指出了将推动成长的产业。报告还指出了主要企业和主要品牌，并对影响市场的主要因素（例如立法、分销、定价等）进行了策略性分析。对 2029 年的预测显示了市场将如何变化。

目标产品：啤酒、苹果酒/莓果、即饮、烈酒、葡萄酒

数据范围：市场规模（实际和预测）、企业市场占有率、品牌份额、分销数据

为什么要购买这份报告？

• 详细了解酒精饮料市场
• 确定成长领域并确定变革的动力
• 了解竞争格局、主要市场参与企业和领导品牌
• 使用五年预测评估未来市场前景

Euromonitor International在出版市场研究报告、商业参考书和线上资讯系统方面拥有超过50年的经验。公司在伦敦、芝加哥、新加坡、上海、维尔纽斯、杜拜、开普敦、圣地牙哥、雪梨、东京、班加罗尔、圣保罗、首尔、香港、杜塞尔多夫和墨西哥城设有办事处，并拥有遍布100个国家的分析师网络。凭藉其独特的能力和对多元化市场的理解，公司有信心开发可靠的资讯资源，为制定明智的策略提供支援。

目录

目录和表格

执行摘要

市场背景

• 立法
• 法定购买和饮酒年龄
• 酒后驾车
• 广告
• 禁止抽烟
• 营业时间
• On-Trade设施

税费

操作环境

• 走私/平行输入
• 免税
• 跨境进口/个人进口

重大新产品发布

• 前景

市场指标

市场数据

免责声明

资讯来源

马来西亚啤酒

关键数据发现

2024年的发展

• 可支配收入的增加和旅游业的復苏推动啤酒成长
• 行销宣传活动通常着重于将音乐爱好者与啤酒饮用者联繫起来，并以免费样品作为核心策略。
• 啤酒消费主要集中On-Trade店，但大卖场凭藉价格优势在Off-Trade占据主导地位

前景与机会

• 经济型和价格分布拉格啤酒销量呈正成长，而高端拉格啤酒则失去成长动力
• 精酿啤酒加速优质化趋势
• 低醇和无醇啤酒基数较低，但成长强劲

类别背景

分类资料

马来西亚葡萄酒

关键数据发现

2024年的发展

• 由于替代品的威胁和生活方式的改变，销售呈现静态成长
• 由于强大的广告、促销和广泛的可得性，澳洲葡萄酒越来越受欢迎
• 零售通路在葡萄酒产业占主导地位

前景与机会

• 鸡尾酒文化推动了加烈葡萄酒和苦艾酒的成长
• 葡萄酒订购和忠诚度计画可望增加葡萄酒的重复销售和消费者参与度
• 健康趋势下，无酒精葡萄酒呈现成长迹象

分类资料

马来西亚烈酒

关键数据发现

2024年的发展

• 更重视理性饮酒会导致情绪波动
• 国际公司在酒类领域保持强势地位
• 人们更喜欢去当地的小型杂货店进行快速购物，而大卖场则经常被用来购买酒精饮料作为礼物。

前景与机会

• 威士忌有望透过鸡尾酒文化和优质化支撑烈酒市场
• 身临其境型和体验式行销仍然是推动消费者参与和建立情感品牌联繫的关键策略
• 马来西亚的鸡尾酒文化有望推动未来酒精饮料的成长

类别背景

分类资料

马来西亚苹果酒/梨酒

关键数据发现

2024年的发展

• 苹果酒/梨酒在千禧世代和 Z 世代中逐渐失去人气
• 主要企业利用品牌声誉和持续的营销努力来增加销售份额
• Off-Trade管道仍然是苹果酒/梨酒消费的热门管道

前景与机会

• 无酒精苹果酒预计将强劲成长
• 身临其境型快闪店和策略合作推动苹果酒/梨酒类成长
• 网红行销提升消费者对苹果酒类别的认知

分类资料

马来西亚RTDS

关键数据发现

2024年的发展

• 消费者偏好变化和竞争压力导致 RTD 面临阻力
• 竞争激烈、消费者认知度低，即饮品牌难以扩大规模
• 由于产品可得性，大卖场仍是即食食品的主要销售管道

前景与机会

• 受韩国文化和健康意识潮流的影响，以马格利酒为基础的即饮饮料越来越受欢迎。
• 随着人们继续转向低酒精饮料，预计销售量将下降
• 新产品创新刺激年轻人需求

分类资料

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