Industry Update: Chocolate Confectionery In Malaysia [May 2025]

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: Packaging Format

   5. Segmentation: Store Brand

   6. Price Positioning

   7. 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: Packaging Format

   6. Brand Market Share By Segment: Store Brand

   7. Brand Market Share by Segment: Price Positioning

   8. Brand Market Share By Segment: Channel

   9. Competitor Profiles

Summary

Industry Landscape

1. There are roughly 71 chocolate confectionery brands in Malaysia.

2. Milk chocolate confectionery is the biggest segment followed by dark.

3. The better-for-you segment accounts for a single digit percentage of the market.

4. Bags are the most popular packaging format.

5. Store brand share is in the low single digits.

6. Brands in the second quartile of the price spectrum account for the majority of market share.

7. Almond is the most popular flavor.

Recent Developments

1. Product launches to date have leaned towards flavor innovations and seasonal, limited edition releases.

Competitive Landscape

1. Brands from Malaysia account for the highest share of the market.

2. Cadbury is the market leader overall.

3. Cadbury leads the milk chocolate confectionery segment, Beryl’s leads dark, and Hershey’s leads white.

4. Benns dominates the vegan/plant-based segment, and Royal de Dolton dominates the sugar-free segment. The organic segment is virtually nil in Malaysia.

5. Cadbury leads the bar format, Beryl’s leads the box format, and Cadbury leads the bag format. Beryl’s leads the jar format.

6. TOPVALU is the top store brand in Malaysia.

7. On the price spectrum, Jack 'n Jill leads the bottom quartile in terms of market share, Cadbury leads the second quartile, Beryl’s leads the third quartile, and Kinder leads the top quartile.

8. Cadbury is the leading brand in the grocery channel, and Beryl’s leads the DTC channel.

Competitor Profiles

1. Beryl’s

2. Cadbury

3. Chocolate Concierge

4. Godiva

5. Royal de Dolton

6. ROYCE’