2020年马来西亚餐饮报告

1、TABLE OF CONTENTTOC o 1-2 h z u HYPERLINK l _bookmark0 Malaysia Economic Outlook 3 HYPERLINK l _bookmark1 Malaysia As A Gateway to ASEAN and Asia 4 HYPERLINK l _bookmark2 Executive Summary 7 HYPERLINK l _bookmark3 Market Features: Food & Beverages Industry 9 HYPERLINK l _bookmark4 Market Overview 9

2、HYPERLINK l _bookmark5 Agriculture & Processed Food Ecosystem 10 HYPERLINK l _bookmark6 Key F&B Sectors 11 HYPERLINK l _bookmark7 Foreign Players in the F&B sector 12 HYPERLINK l _bookmark8 Key Players in the F&B Industry 12 HYPERLINK l _bookmark9 Market Potential: Food & Beverages Industry 13 HYPER

3、LINK l _bookmark10 Current Challenges and Needs 13 HYPERLINK l _bookmark11 Potential Opportunities for Flemish Companies 14 HYPERLINK l _bookmark12 Global Halal F&B Market Opportunities 18 HYPERLINK l _bookmark13 Market Access 20 HYPERLINK l _bookmark14 Channel of Distribution 20 HYPERLINK l _bookma

4、rk15 Market Entry Mode 21 HYPERLINK l _bookmark16 Regulatory Framework 22 HYPERLINK l _bookmark17 List of Trade Events 24 HYPERLINK l _bookmark18 Malaysia International Halal Showcase (MIHAS) 24 HYPERLINK l _bookmark19 Selangor International Expo 24 HYPERLINK l _bookmark20 Malaysian International Fo

5、od & Beverage Trade Fair (MIFB) 24 HYPERLINK l _bookmark21 Malaysia International Packaging & Food Processing Exhibition (MSIA-PACK & FOODPRO) 25 HYPERLINK l _bookmark22 Malaysia International Retail and Franchise Exhibition (MIRF) 25 HYPERLINK l _bookmark23 Food and Hotel Malaysia (FHM) 25 HYPERLIN

6、K l _bookmark24 Flanders Investment & Trade Malaysia: Contact 26MALAYSIA ECONOMIC OUTLOOKAnnual Data2019Population:32.68 millionGross Domestic Products (GDP):312.12 billionEducation First (EF) English Proficiency Index Ranking in Asia:3National Language:Malay Major Export Products in 2019 (in billio

7、n)Total Exports: Major Import Products in 2019 (in billion)Total Imports:MALAYSIA AS A GATEWAY TO ASEAN AND ASIAMalaysia Population: Market Population:ASEAN: 650 millionCHINA: 1,435 millionIndia: 1,366 millionTotal Market Reach from Malaysia in 6h:Below 2 Hours fromSingapore, Thailand, Cambodia,Mala

8、ysiaMyanmar, Indonesia, VietnamWithin 2 Hours from MalaysiaWithin 4 Hours from MalaysiaWithin 6 Hours from Malaysia6 Hours from MalaysiaJapan, Afghanistan, Mongolia, Papua New GuineaChina, Pakistan, Nepal, India, KoreaPhilippines, Sri Lanka, Taiwan, Myanmar, Bangladesh, Hong KongBrunei, Laos Why Inv

9、estors Choose Malaysia?Heart of ASEANStrategically situated at the heart of ASEAN; with good interconnectivity, strong relations and trade links regionally, providing easy access to the whole of Asia for business.Educated WorkforceA young, well-trained and well- educated workforce. All ASEAN languag

10、es are spoken in Malaysia, with business regularly conducted in English.Developed InfrastructureOne of Asias best in infrastructure, with future planned technology, logistics and transport and finance major infrastructure projects to support business.Investor FriendlyFriendly policies for investors

11、to support growth including attractive tax and capex incentives as well as 100% ownership of land and business equity for foreign investors.Advanced TechnologyRated as 5th in Asia for Digital Readiness (UNCTAD), Malaysia is highly focusing on technological advancement with many I4.0 initiatives.Stro

12、ng Legal FrameworkWell established and trusted judicial system providing robust support and protection for business development. 2nd in ASEAN for IP Protection (US Chamber International IP Index.)Sources: IMF, Arcadis Infrastructure Index, MIDA, WB - Doing Business, PwC, US Chamber International IP

13、Index, UN Conference on Trade and Development (UNCTAD)International Business and Trade Infrastructure through MalaysiaChina-Malaysia Qinzhou Industrial Park (CMQIP)QinzhouMalaysia is the only country in the ASEAN region to have a Free Trade Zone with China. It is located in Kuantan Port at the Malay

14、sia-China Kuantan Industrial Park (MCKIP) and serves as a sister port to the China Malaysia Qinzhou Industrial Park (CMQIP). It is a part of the China Belt and Road Initiative.Advantages:KuantanMalaysia-China Kuantan Industrial Park (MCKIP)Enhancing Gateway capabilities to Asia and trade connectivit

15、y with adjacent ASEAN countries.Tax-Free Business with China Kuantan Free Trade Zone allows foreigncompanies to export to China tax-free.Circumventing the US-China Trade WarOther Trade Infrastructure in Malaysia*761718500+Sub-regional Infrastructure Support for MalaysiaIndonesia-Malaysia-Thailand Gr

16、owth Triangle (IMT-GT)ThailandNakohnSiThammarat; Narathiwat; Pattani; Phathalung; Satun; Songkhla; Trang; Yala; Chumphon; Krabi; Phang Nga; Phuket; Ranong; Surat ThaniMalaysiaMelaka; Kedah; Kelantan; Negeri Sembilan; Penang; Perak; Perlis; SelangorIndonesiaAceh; Bangka Belitung; Bengkulu; Jambi; Lam

17、pung; North Sumatra; Riau; Riau Islands; South Sumatra; West SumatraSources: MIDA, MCKIP, IJM Corporation, Asian Development Bank (ADB), IMT-GT, MITIEstablished in 1993, the IMT-GT is a cooperation between Indonesia, Malaysia and Thailand in 32 member provinces to provide a regional framework for ac

18、celerating economic transformation in the region.Initiatives and Development ProjectsBoosting Infrastructure and ConnectivityFacilitating Easier Trade and InvestmentHuman Resources, Education and CultureBoosting Infrastructure in less-developed areas.Multiple major transport and digital infrastructu

19、re projects.Liberalised Transports Agreements.Singapore-KL High Speed Rail project approved by IMT-GT.Sub-regional Economic Corridors.Multiple policy development projects to support trade and investment.Utilising countrys complementariness and comparative advantages to mutually grow.Improving qualit

20、y of life through economic development.Encouraging culture and social exchange.Enhancement of Human Resource Development through IMT-GT University Network (UNINET).List of Free Trade Agreements7 Bilateral Free Trade AgreementsMalaysia-Chile Free Trade Agreement (MCFTA)Malaysia-Australia Free Trade A

21、greement (MAFTA)Malaysia-Turkey Free Trade Agreement (MTFTA)Malaysia-India Comprehensive Economic Cooperation Agreement (MICECA)Malaysia-Japan Economic Partnership Agreement (MJEPA)Malaysia-New Zealand Free Trade Agreement (MNZFTA)Malaysia-Pakistan Closer Economic Partnership Agreement (MPCEPA)6 Reg

22、ional Free Trade AgreementsASEAN-China Free Trade Agreement (ACFT)ASEAN-Hong Kong, China Free Trade Agreement (AHKFTA)ASEAN-Korea Free Trade Agreement (AKFTA)ASEAN-Australia-New Zealand Free Trade Area (AANZFTA)ASEAN-India Free Trade Agreement (AINDFTA)ASEAN-Japan Comprehensive Economic Partnership

23、(AJCEP)List of Free Commercial and Industrial Zones17 Free Commercial Zones18 Free Industrial ZonesNorth, South and West Port of Port KlangPort Klang Free ZonePulau Indah MILS Logistic HubButterworthBayan LeasKLIARantau PanjangPengkalan KuborStulang LautJohor PortPort of Tanjung PelepasPasir GudangT

24、anjung PelepasBatu Berendam IBatu Berendam IITanjung KlingTelok Panglima GarangPulau Indah (PKFZ)Sungai Way ISungai Way IIUlu KelangJelapang IIKintaBayan Lepas I,II, III, IVSeberang PeraiSama JayaHalal Parks in MalaysiaEXECUTIVE SUMMARYThe Malaysia Food and Beverages Industry (F&B) is identified as

25、a fast-growing market and one of the main contributors to the national account. In 2018, the Malaysia F&B Industry was valued at aroundExport ValueKEY F&B SECTORSImport ValueProductsSpicesVegetablesProductsFruit andPalm Oil-basedHerbs andCocoa and CocoaCereal/ Flour- based ProductsDairy ProductLives

26、tock & Livestock Products25127431 246232896 1,1387597791,0051,3851,4562,1103,017KEY F&B SECTORSESTIMATED IMPORT AND EXPORT VALUE IN 20183,5003,0002,5002,0001,5001,0005000ESTIMATED VALUE (EUR IN MLLION)22.12 billion, growing annually at a rate of 7.6%. The F&B industry in Malaysia is very diverse wit

27、h a wide range of processed food for Asian taste and dietary preference as well as many western recipes. This industry is predominantly dominated by small and medium-sized companies (SMEs). Besides SMEs, many foreign and MNCs companies are manufacturing processed food products in the country too. Th

28、e F&B sector is very diverse including cocoa and chocolate products, fishery products, cereals and cereal products, processed fruits and vegetables, confectionery, food ingredients, herbs and spices, beverages, animal feed, and others. Malaysia is heavily dependent on the importation of many staples

29、 such as rice, meat and seafood products for domestic consumption. Many raw materials, such as dairy milk and wheat are imported for further production and export. Identified key F&B sectors are as follows:The F&B services that are certified Halal by the Department of Islamic Development (JAKIM) are

30、 known to have higher market opportunities owing to the vast majority (60%) of the Muslim population. The F&B distribution market is highly fragmented due to a large number of similar products and players in the market. The channel of distribution includes small-scale retailers (e.g. hawker, conveni

31、ence store, peddler and market stall), large-scale retailers (e.g. department store, supermarket, hypermarket and shopping centre), and e-commerce platform, i.e. online shopping platforms that are growing in popularity tremendously especially during the COVID-19 times.In 2020, the COVID-19 pandemic

32、has triggered the Malaysian Government to take more drastic action in addressing the food security issue and food supply chain disruptions problems accounting to heavy reliance on imports. The pandemic has also accelerated the growth of E-commerce industry as the number of online shoppers that opt t

33、o switch from physical shopping to online purchasing is increasing. This trend has also triggered the Malaysian retailers business to transform and embrace digital marketplaces. It is difficult for many SMEs to capitalize on this new trend as many of them struggle to implement efficient production p

34、erformance which is considered as the primary contributor to inefficient local production and indirectly affect the cost of goods and services.While the companies are experiencing advancements, the industry itself is going through considerable consumer, food safety, and regulatory challenges. Techni

35、cal improvements in food science and technology, both in the sector and beyond, are presenting lucrative opportunities. However, a slight change in innovation and ideas is needed for companies to prosper. To foster joint research and development and knowledge transfers, the Malaysian Government enco

36、urages foreign direct investment by introducing many investment-friendly policies, such as import duty or tax exemption and pioneer status.List of Opportunities available for Flemish Companies in Malaysia:No.SectorsKey Market Opportunities1.Health and functional productsNutrition bars, functional ce

37、real, functional drink, protein products and vitamins & supplements2.Convenience food productsFrozen food and ready-to-eat meal3.Raw materials for the food processing sectorDairy milk, wheat, corn, potatoes, sugar beets, fresh/frozen/chilled pork, assorted fruits and vegetables4.Coffee and complemen

38、t productsBiscuit and cookies5.Restaurant/F&B retail chain establishment opportunitiesVegan and plant-based options, open kitchen, Juice pairings/non-alcoholic beverages, use of local ingredientsand pick-and-go establishments.6.Infant formula sectorDemands in raw materials such as wheat and dairying

39、redients7.Global Halal opportunitiesFlemish companies are encouraged to get their product certified “Halal” for larger market exposure i.e. Muslim andnon-Muslim consumersMARKET FEATURES: FOOD & BEVERAGES INDUSTRYMARKET OVERVIEWThe Malaysian Food and Beverages (F&B) Industry is a fast-growing market

40、which is known as one of the main contributors to the national account with revenues of around 22.12 billion in 2018, growing annually at a rate of 7.6%. In 2019, the estimated Gross National Income (GNI) had increased from 286 billion (2018) with 9,255.95 estimated GNI per capita at the current pri

41、ce to 302 billion (2019) with8,836.54 GNI per capita at the current price. This has indicated a rise in the purchasing power of Malaysians to afford higher quality imported products which are relatively more expensive.In recent years, the changes in Malaysians lifestyle led to an increased demand fo

42、r organic and healthy food. The F&B industry is characterised by a large export market, mainly palm oil-based products, as Malaysia is recognised as one of the two largest exporters of palm oil in the world. Malaysia is also heavily dependent on the importation of many staples such as rice, meat, se

43、afood and dairy products for domestic consumption.Malaysia F&B Industry is dominated by small and medium enterprises (SMEs). Besides, the local and foreign multinational corporations (MNCs) with manufacturing activities in Malaysia are notable as well. In terms of domestic consumption, there is a hi

44、gh demand for imported F&B products positioning Malaysia as a net food importer. With the Malaysian Governments continuous effort to provide incentives and liberalise trade, Malaysians now have the accessibility towards a wide range of local- produced and imported F&B products.Food Processing Sector

45、The Food Processing sector accounted for about 10% of Malaysias manufacturing output, growing at a rate of 3% annually. The sector recorded an export value of 3.98 billion to over 200 countries and an import value of around 4.10 billion in 2018. The main imports of processed foods were edible produc

46、ts and preparations, sugar and sugar confectionery, dairy products (for processing), prepared/preserved vegetables and fruits, cocoa and cocoa preparations.There are over 8,000 establishments in Malaysia, mostly Small and Medium Enterprises. Majority of the processed food of exports is edible produc

47、ts and preparations, cocoa and cocoa preparations, prepared cereals & flour preparations, margarine and shortening and dairy products (final products). Singapore, USA, Thailand and the Republic of China are recognised as the key trading partner of Malaysia in terms of import and export value.Food Di

48、stribution SectorMalaysias Food Distribution sector refers to the supply and distributes of local-produced and imported products to the end-user through Retail and Services sectors. In 2017, Malaysias F&B Distribution market value was estimated at 20.48 billion and is expected to achieve 30.34 billi

49、on by 2022. The Food Retail sector is a fast-growing market, comprising small-scale retailers (i.e. local sundry shop) and large-scale retailers (i.e. supermarket and department stores). Most high-end food retailers are saturated in the metropolitan areas, delivering imported premium F&B products to

50、 middle-to-high income populations. The online grocery market concept is relatively new in Malaysia and is mainly used by the urban population. However, there are a few large-scale retailers that are offering in-house grocery delivery services, such as Tesco, Jaya Grocer and Aeon Big. Besides, there

51、 are several third-party grocery deliveryAgricultur e SectorFood Retail SectorConsumerMachinery / ITPackagingFinancial ProviderLogistic & ServicesUniversities/ College/ InstitutionsTraining InstitutionsHuman CapitalProduction & Servicesservices such as Happy Fresh, GrabMart and Honestbee. These serv

52、ices possess a massive boost during the year 2020 due to the movement restrictions imposed by the Government in overcoming the Coronavirus Pandemic.Food Service SectorWith Malaysias diverse and multicultural population, Malaysias Food Service sector includes a wide range of local and international c

53、uisines. In recent years, there is a rapid growth in fine dining restaurants, international chains, and cafes. It is estimated that over 31% of Malaysians are spending their disposable income dining out. Over 60% of the Malaysian population are Muslims; this provides a more significant opportunity t

54、o F&B services that are certified Halal by the Department of Islamic Development (JAKIM).Imported ProductsF&B Processing SectorF&B Distrbutio n MarketDressed/ Frozen/ Chilled/ GrindProcessed Value FoodProductsFood Ingredients/ Flavours/ AdditivesIndustrial parks / Free Industrial ZonesHalal ParksInf

55、rastructureUniversities/ Research InstitutionsHalal R&D LaboratoriesResearch & DevelopmentFood Services SectorStandards & CertificationsHalal ConsultancyServicesAGRICULTURE & PROCESSED FOOD ECOSYSTEMMinistries, Agencies & Associations SupportKEY F&B SECTORSLivestock & Livestock Products SectorThe po

56、ultry segment is the main contributor to the Livestock sector. 60% of the meat processing industry is accounted for poultry processing. Malaysia is self-sufficient in Poultry meat and Pork, with recorded Self Sufficiency Ratio (SSR) of 98.1% and 91.9% respectively in 2018. Malaysia is highly depende

57、nce in imports of beef and mutton, with recorded SSR of 29.9% for beef and 11.2% for mutton in 2018. Malaysia mainly imports beef and mutton from Australia, New Zealand and India. In Malaysia, all imports of meat products are strictly regulated by the Department of Islamic Development (JAKIM).Curren

58、tly, the Malaysian government targets to increase the production of beef and mutton to reduce the dependence on imports.Dairy Products SectorMalaysia import dairy raw materials from countries such as New Zealand, Australia, the USA, and Thailand for further processing. Processed dairy products for e

59、xports includes milk powder, sweetened condensed milk, pasteurised or sterilised liquid milk, ice cream, yoghurt, and other fermented milk.Cereal Products/Flour-based Products SectorCereal Products/Flour-based Products sector is well developed in Malaysia, comprising the production of biscuits, bake

60、ry items, and noodles. Raw materials are imported to Malaysia for further processing, such as wheat and wheat flour (2018est: 301 million) from Australia, Canada, Russia and the USA. Products for exports include premixes, bread, pastries, frozen cakes, snack foods, bread, instant noodles and vegetar