Biscuits & Crackers In Malaysia [March 2026]

Table Of Contents

1. Summary

2. Definitions And Methodology

3. Disclaimer

4. Industry Landscape

   1. Market Structure

   2. Segmentation: Variant

   3. Segmentation: Better-For-You

   4. Segmentation: Store Brand

   5. Price Positioning

   6. Flavor Preferences

5. Recent Developments

   1. Product Launches (Year To Date)

6. Competitive Landscape

   1. Brand Market Share By Origin Country/Region

   2. Brand Market Share

   3. Brand Market Share By Segment: Variant

   4. Brand Market Share By Segment: Better-For-You

   5. Brand Market Share By Segment: Store Brand

   6. Brand Market Share by Segment: Price Positioning

   7. Competitor Profiles

Summary

Industry Landscape

1. There are around 100 biscuit and cracker brands in Malaysia.

2. Major variants include regular biscuits; crackers; wafers; and sandwich biscuits & crackers, of which regular biscuits account for the biggest share.

3. The better-for-you (BFY) segment is negligible.

4. Store brand presence is niche accounting for a mid-single digit share of the market.

5. Brands positioned in the firt quartile (Q1) of the price spectrum lead in terms of market share.

6. Chocolate is the top flavor profile.

Recent Developments

1. Savory and affordable luxury flavors stand out among product launches to date.

Competitive Landscape

1. Brands from Malaysia are most popular.

2. Munchy’s is the overall market leader.

3. Munchy’s leads the regular biscuits segment as well as the sandwich biscuits segment, Jacob’s leads the crackers segment, while Loacker leads the wafers segment.

4. Gullón is the top brand in gluten-free, Renewallife is the top brand in organic.

5. Lotus’s is the top store brand.

6. Across the pricing spectrum, Munchy’s leads in the first quartile, Julie’s in the second, Loacker in the third, and Pocky in the fourth quartile.

Competitor Profiles

1. Jacob’s

2. Lotus’s

3. Munchy’s