Consumer Values and Behaviour in Malaysia

June 2025

This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits.

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This report comes in PPT.

Overview:

Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries. 

The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.

The Consumer Lifestyle in Malaysia report includes:

Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented

The Consumer Lifestyle in Malaysia report answers:

  • How is the consumer mindset in Malaysia changing? In Malaysia, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in Malaysia purchase decisions?
  • Where and how do consumers shop in Malaysia?
  • What health-related activities do consumers in Malaysia participate in?
  • What megatrends should I focus on in Malaysia (and why)?
  • How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
  • My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
Scope
Consumer values and behaviour in Malaysia
Malaysians are concerned that the cost of everyday goods are increasing
Older generations emphasize the significance of their spiritual beliefs
Consumers in Malaysia actively research their preferred brands and services
Younger generations demand unique and tailored products and services
Consumers in Malaysia foresee that their current level of happiness will improve
Younger generations expect to work more than they do now
At home, consumers connect with friends or family virtually
Safe location remains the most desired home feature
Consumers prefer to prepare dishes for themselves
Malaysians say they do not have time to cook
Gen Z say they would rather spend time doing things other than cooking
Malaysians look for healthy ingredients in food and beverages
Gen X expect to have a job within a short distance from their residence
Malaysians primarily desire to earn a high salary
Malaysians say they maintain a clear separation between their professional and personal life
Consumers engage in online social activities
Gen Z frequently take a class or attend a lecture in-person
Malaysians prioritise getting the most value for money when travelling
Older generations expect safe destination options when on vacation
Malaysians engage in walking or hiking
Baby Boomers most active in participating in walking or hiking as weekly exercise
Consumers are interested in massages to improve wellbeing
Malaysians are feeling uneasy about the effects of climate change
Consumers actively engaged in adopting more sustainable behaviors
Malaysians demand packaging that is sustainable and environmentally conscious
Malaysians use social and political media to share their views
Malaysians like to find bargains
Older generations supports locally-sourced goods and services
Consumers try to lead a minimalist lifestyle and do not buy new items unless necessary
Millennials search for products that feature labels that are straightforward
Malaysians subscribe to streaming platforms on the internet
Consumers set to increase spending on health and wellness
Gen Z set to increase spending on health and wellness the most
Consumers in Malaysia show apprehension regarding their current financial condition
Baby Boomers are in a comfortable position with regards to their financial standing
Saving remains top priority amongst Malaysian consumers
Consumers are proactive in managing data sharing and privacy settings
Younger generations prefer to communicate via the internet
Consumers in Malaysia employ messaging or communication applications
Older generations regularly employ messaging or communication applications
Gen Z actively write reviews for the goods and services they use
Malaysians show support for companies by following their social media updates
Younger generations share or retweet products
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