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

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

Wine in Malaysia witnessed static volume growth in 2024 as the category faces strong competition from other options and changing lifestyles. The expanding variety of alcoholic drinks, such as RTDs, craft beers, and ciders, has diluted the interest in wine, especially among younger adults who seek novelty and convenience. Wine consumption is negatively impacted by the increasingly busy and on-the-go consumer lifestyles in Malaysia, since wine is often associated with slower, more relaxed drinking

Beer in Malaysia experienced steady volume growth in 2024, with premium lager registering the highest volume growth. The growth in beer is supported by its widespread accessibility, the ease of drinking and its general affordability. Rising disposable income and the rebound in tourism supported demand for beer in 2024. Malaysians saw an increase in disposable income due to several financial support measures, including the flexibility for family members to withdraw the Employees Provident Fund (A

Volume sales of cider/perry in Malaysia decreased for the second consecutive year in 2024, primarily due to its diminishing appeal among younger adults. Millennials and Gen Z prefer trendy beverages such as craft beers, flavoured spirits, or cocktails, aligning with the evolving preference towards experimentation. The increasing focus on health and wellness is also deterring some consumers from choosing cider, as it shares similarities with sugary soft drinks, containing high levels of sugar and

The spirits category in Malaysia experienced further decline in volume sales over 2024, reflecting the broader shift in consumer behaviour towards lower-alcohol alternatives and more mindful drinking habits. Consumers are increasingly moving away from high-ABV (alcohol by volume) beverages due to health concerns, a desire to avoid hangovers, and rising living costs. These factors have made lower-alcohol options like beer and cider more appealing than spirits, especially among younger and price-s

In 2025, Malaysia’s eyewear market is expected to see growth across spectacles, sunglasses, and contact lenses, driven by shifting consumer lifestyles, rising health consciousness, and aggressive promotional strategies. Spectacles remains the largest category in terms of value sales, with demand supported by value package offerings and growing demand for functional lenses such as anti-blue light and anti-fatigue variants, especially amongst digitally active and ageing consumers. Sunglasses is se

Spectacles is set to see current value growth in Malaysia in 2025, driven primarily by the widespread appeal of value package offerings. These bundled deals, which combine spectacle frames and lenses at competitive prices, resonate strongly with cost-conscious consumers. The country’s ageing population has also contributed to rising demand, particularly for reading and multi-focal lenses, as presbyopia became more prevalent. At the same time, functional lenses such as anti-blue light, UV-filteri

Contact lenses and solutions is set to see continued current value growth in Malaysia in 2025, though at a slower rate than in the previous year. Growth is primarily being driven by the daily disposable (DD) lens segment, which is outperforming frequent replacement lenses (FRP) due to rising consumer awareness of hygiene and the potential complications associated with improperly maintained lenses. Within the FRP category, monthly lenses remain more popular than weekly lenses, as they are seen as

Sunglasses is expected to see current value growth in Malaysia in 2025, driven by a combination of aggressive promotional campaigns and a resurgence in international tourism. Retailers and global fashion brands such as Gucci, Saint Laurent, and Boss have capitalised on festive shopping seasons, particularly during Hari Raya, by offering discounts of up to 50%, which have significantly boosted consumer demand. The influx of international tourists has further contributed to growth, as many view su

RTDs is a relatively small category within alcoholic drinks in Malaysia with sales largely focused on spirit-based RTDs. The category witnessed moderate decline in volume sales over 2024, reflecting the waning interest in these beverages and intense competition from substitutes in alcoholic drinks. RTDs are generally more expensive than beer and cider, making them less attractive to price-sensitive consumers. With inflation and rising living costs continuing to impact household spending, consume

Malaysia’s gardening market continued to grow in current value terms in 2024, although at a more moderate pace than in previous years. This was partly due to ongoing urbanisation, with more Malaysians residing in high-rise buildings and condominiums where outdoor space is limited. As a result, demand shifted towards compact and space-efficient solutions such as vertical planters, self-watering pots, and multifunctional gardening tools designed for balconies and small patios.

The home furnishings market in Malaysia saw modest growth in current value terms in 2024, driven by a combination of evolving lifestyles, rapid urban development, and targeted strategies by major retailers. The continued adoption of remote and hybrid work models increased demand for functional and comfortable home office set-ups, while the launch of new residential projects spurred investments in bedroom furniture and storage solutions.

Sales of home and garden products in Malaysia continued to rise in current value terms in 2024, supported by a moderate rebound in the property market - particularly across urban areas - which helped to boost interest in home renovations. This upward trend was further strengthened by government measures under Budget 2024, which allocated funding for home maintenance and repair programmes targeting lower-income households.

Malaysia’s homewares market continued to expand in current value terms in 2024, driven in part by improving economic conditions, which encouraged individuals to spend more on non-essential items. Social media platforms such as Instagram, TikTok, and Pinterest played a central role in inspiring consumers to personalise their homes, leading to greater demand for decorative and functional items. The resurgence of home cooking also contributed significantly, with more households investing in kitchen

Malaysia’s home improvement market experienced notable growth in current value terms in 2024. One key contributor has been the rise of DIY culture, which has evolved from a cost-saving necessity during the COVID-19 pandemic into a form of creative self-expression. Today’s homeowners are motivated by a desire for personalisation, fuelled by exposure to interior design trends and social media platforms that promote creative home transformations.

Consumer Lifestyles provides valuable insights into the key attitudes and current perspectives of consumers, and how these influence their purchasing and consumption behaviours. It quantifies consumer behaviours, preferences and motivations, aligning them with broader trends.

In 2024, deodorants in Malaysia posted its strongest retail volume and current value growth rates of the review period. The growth in retail current value sales remained faster than the increases in retail volume sales at the end of the review period. This was partly due to inflationary pressure on prices, although the rise in the offer of and demand for deodorants with natural/organic ingredients also boosted retail value sales. Increasingly, consumers prefer more natural ingredients as they ar

Fragrances in Malaysia enjoyed further double-digit retail volume and current value increases in 2024, with value slightly outpacing volume growth. While inflationary pressure on prices played a role in this performance, strong growth in premium men’s fragrances and premium women’s fragrances boosted retail value sales increments. Nonetheless, mass men’s fragrances and mass women’s fragrances also witnessed fast growth at the end of the review period to ensure a strong performance in retail volu

Oral care in Malaysia continued to record strong retail volume and current value growth in 2024, albeit slower than in 2022 and 2023. Growth continued to be seen in categories like toothpaste and mouthwashes and power toothbrushes. Younger generations, with improved education levels and higher product awareness, are switching from manual toothbrushes to power toothbrushes, especially as there are more affordable options than before. This development is supported by the launch of many branded pow

Beauty and personal care in Malaysia continued to see strong growth in retail volume and current value sales in 2024. While the rate of inflation remained significant for the market in 2024, and continued to influence demand and retail value sales development, it was slower than in 2022 and 2023. This helped retail volume sales to grow at a slightly higher rate in 2024, compared with 2023. While the growth in retail current sales remained significantly higher than that of retail volume sales, it

Sun care in Malaysia registered double-digit retail volume and current value sales increases in 2024 to post the category’s highest growth rates of the review period. Consumers are increasingly aware of the importance of applying sun care products to product themselves and their offspring from harmful UV rays in light of higher temperatures in a traditionally hot climate. Thus, the dominant category sun protection, aftersun and baby and child-specific sun care registered double-digit retail volu

In 2024, depilatories in Malaysia saw its fastest increases in retail volume and current value sales of the review period. The largest category in retail volume and current value terms, hair removers/bleaches, continued to lose ground and shares to women’s razors and blades. This performance was partly due to women’s razors and blades seeing more new product launches, in comparison with hair removers/bleaches, towards the end of the review period.

In 2024, bath and shower in Malaysia recorded strong, and faster than in 2023, retail volume and current value growth. Retail current value sales grew at double the pace of retail volume sales in 2024, partly due to inflationary pressure on prices, but also a premiumisation trend in bath and shower. The entrance of many brands with premium positioning was supported by the opening of standalone outlets nationwide. Brands like Rituals and Molton Brown have gained a foothold in Malaysia with the op