Energy drinks in Malaysia is projected to continue to see positive, if quite moderate, off- and on-trade volume growth during the forecast period. The category is expected to derive benefits from ongoing urbanisation in Malaysia, with consumers moving to cities for the purposes of education, employment or career advancement.
Immersive brand experiences like interactive advertising road shows are increasingly popular in Malaysia. This marketing strategy is seen as an effective gauge of engagement, allowing consumers to interact directly with the brand.
High listing fees in supermarkets like Jaya Grocer and Mercato and hypermarkets like Lotus’s and Giant are expected to see some players, such as Power Root (M) (Power Root) and Taisho Pharmaceutical (M) (Livita), switch distribution to vending, forecourt retailers and convenience stores. High product placement costs make it harder to compete against the dominant brand Red Bull.
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Understand the latest market trends and future growth opportunities for the Energy Drinks industry in Malaysia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Energy Drinks industry in Malaysia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Energy Drinks
These are the aggregated total of regular and reduced sugar functional drinks designed to boost energy levels. Often lightly carbonated, these contain high levels of caffeine and a number of added water-soluble vitamins, most often a selection of B vitamins including niacin, pantothenic acid, vitamin B6, and vitamin B12. Ingredients can also include amino acids such as taurine and glucuronolactone, as well as herbal products such as guarana and ginseng. Can be carbonated or still. Leading brands in off-trade volume include Red Bull, Monster and RockStar. Glucose-based energy beverages such as Lucozade Energy are included here.
See all of our definitionsThis report originates from Passport, our Energy Drinks research and analysis database.
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