AFGC MARKET INSIGHTS: MALAYSIA

www.afgc.org.au Australian Food and Grocery Council Australian Food and Grocery Council (AFGC)

Address Level 2, Salvation Army Building 2-4 Brisbane Ave Barton ACT Australia 2600

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© Copyright Australian Food and Grocery Council 2014 Summary 3. 2. 1. Executive Summary Defined Terms inthisMarketInsightsreport Sources ofFurtherInformation Structure oftheReport Product andGeographicCoverage Introduction from Austrade Message from AFGC Message Pictures VI Fi T CONTENTS PART 1 PART ables V gures VI 3.3 Overviewoffoodregulationandimport standards 3.2 Tariff andNon-Tariff Barriers 3.1 Trade policyposition andapproachtotrade agreements 2.3 Outlineofthefoodandbeveragesupplychain 2.2 Attitude toimportedfoodandbeverage 2.1 Broadtrendsinfoodandbeverage consumption 1.3 Foodtradewith Australia 1.2 EconomicOverview 1.1 Demographics Regulatory andTrading Environments Food andBeverageTrends The BigPicture

VIII VIII VII VII 12 16 1 XI IX 13 13 12 X X 4 2 6 6 4 3 2 2

I AFGC MARKET INSIGHTS: MALAYSIA II AFGC MARKET INSIGHTS: MALAYSIA 6. 5. 4. Annex VIII—SourcesofFurther Information Annex VII—UsefulLinks Annex VI—MajorFoodandBeverageTrade ShowsinMalaysia Annex V—KeyGovernmentBodies Annex IV—KeyPlayersinMalaysianPremiumHoReCaMarket Annex III—KeyDistributorsintheThaiPremiumRetailMarket Annex II—KeyRetailersintheMalaysiansPremiumRetailMarket Annex I—StoreChecksMalaysia 7. ANNEXES 2 PART 5.3 PremiumColdBeverages(non-alcoholic) 5.2 Tea 5.1 FruitJuice 4.3 Cereal-basedBars 4.2 SugarConfectionery 4.1 Chocolates 7.2 Jams 7.1 Premium Table Sauces 6.2 BakingMixes 6.1 Biscuits Baked Goods Beverages Snackfoods Condiments

17 53 39 28 18 46 96 95 95 94 93 91 89 54 36 32 29 25 22 18 50 46 43 39 Table 17:Overviewofpackagingandpricepointranges—Jams Table 16:Overviewofpackagingandpricepointranges—Premium Table Sauce Table 15:Characteristicsofsurveyedcondimentssub-categories Table 14:Overviewofpackagingandpricepointranges—bakingmixes Table 13:Overviewofpackagingandpricepointranges–biscuits Table 12:Characteristicsofsurveyedbakedgoodscategories Table 11: Overviewofpackagingand pricepointranges–premiumcoldbeverages Table 10:Overviewofpackagingandpricepointranges-tea Table 9:Overviewofpackagingandpricepointranges—fruitjuice Table 8:Characteristicsofsurveyedbeveragecategories Table 7:Overviewofpackagingandpricepointranges—cereal-basedbars Table 6:Overviewofpackagingandpricepointranges—sugar confectionery Table 5:Overviewofpackagingandpricepointranges-chocolate Table 4:Characteristicsofsurveyedsnackfoodsub-categories Table 3:Malaysia'sFree Trade Agreements Table 2:Marketsizesandanticipated3yearCAGRforSelectedProduct Categories Table 1:MalaysiaGDP andGDP percapita TABLES 50 46 46 43 39 39 36 32 29 28 25 22 19 18 12 4 2 III AFGC MARKET INSIGHTS: MALAYSIA IV AFGC MARKET INSIGHTS: MALAYSIA Figure 7:MajorfruitjuicebrandsintheMalaysianSelectedPremiumRetail Market Figure 6:Majorcereal-basedbarsbrandsintheMalaysianSelectedPremiumRetailMarket Figure 5:MajorsugarconfectionerybrandsintheMalaysianSelectedPremiumRetailMarket Figure 4:MajorchocolatebrandsintheMalaysianSelectedPremiumRetail Market Figure 3:Routestothemarket—HoReCa Figure 2:Routestothemarket—Retailers Figure 1:MarketShareofMalaysia's Total FoodImports FIGURES Picture 13:Jamsshelfdisplay at Tesco Malaysia Picture 12: Tabasco saucedisplayat Tesco Malaysia Picture 11: Cakebakingmix displayat AEON Big Picture 10:Biscuitpromotionat Tesco Malaysia Picture 9:Coffee-based premium coldbeverageat Tesco Malaysia Picture 8: Tea shelfdisplayat Tesco Malaysia Picture 7:FruitjuicedisplayatJusco Picture 6:Marigoldjuicepackaging Picture 5:Cereal-basedbarsat The Store Picture 4:MarkenburgMarshmallowspackagingwithHalalcertification Picture 3:Shelfwithsugarconfectioneryat Tesco Malaysia Picture 2:Chocolatepromotionat AEON supermarket Picture 1:GiantStoreinKualaLumpur PICTURES Figure 13:MajorjambrandsintheMalaysianSelectedPremiumRetailMarket Figure 12:MajorPremium Table SaucebrandsintheMalaysian SelectedPremiumRetailMarket Figure 11: MajorbakingmixbrandsintheMalaysianSelectedPremiumRetail Market Figure 10:MajorbiscuitsbrandsintheMalaysianSelectedPremiumRetail Market Figure 9:MajorpremiumcoldbeveragesbrandsintheMalaysianSelectedPremiumRetailMarket Figure 8:MajorteabrandsintheMalaysianSelectedPremiumRetailMarket 32 29 25 22 19 10 52 49 45 42 38 35 30 27 24 23 21 50 47 43 40 36 33 9 3 7

Commonwealth doesnotaccept anyresponsibilityforinformationoradvicecontained herein. The viewsexpressedhereinarenotnecessarilythe oftheCommonwealth Australia, andthe www.austrade.gov.au Austrade aspartofthe Asian CenturyBusinessEngagementPlan. government offshore andprovidingqualityadviceservices. This activityhasreceivedfundingfrom policy, makingconnectionsthroughanextensiveglobalnetworkofcontacts,leveragingthebadge We achievethisbygeneratingmarketinformationandinsight,promoting Australian capabilities,developing ƒ ƒ ƒ Australian businesses,educationinstitutions,tourismoperators,governmentsandcitizensasthey: The Australian Trade Commission— Austrade —contributesto Australia’s economicprosperitybyhelping MESSAGE FROMAUSTRADE www.afgc.org.au all foodindustrycompanies. We hopethatthisinformation,alongwiththeinformationonmarketsinChinaand Thailand, willassist The MalaysiaMarketInsightformspartofthe AFGC’s renewedengagementoninternationaltradeissues. value oftheprocessedfood,beverageandgroceryproductssectors. 178 companies,subsidiariesandassociateswhichconstitutesintheorderof80percentgrossdollar Australia’s food,drinkandgrocerymanufacturingindustry. The membershipof AFGC comprisesmorethan The Australian FoodandGroceryCouncil(AFGC)istheleadingnationalorganisationrepresenting MESSAGE FROMAFGC ƒ ƒ ƒ promote internationaleducation win productiveforeigndirectinvestment develop internationalmarkets ƒ ƒ ƒ ƒ seek consularandpassportservices. strengthen Australia’s tourismindustry V AFGC MARKET INSIGHTS: MALAYSIA VI AFGC MARKET INSIGHTS: MALAYSIA development of,betterknowledgeofexportopportunitiesmanufacturedfoodinto Asia. manufactured foodproductsinparticularmarketsasameansofcontributingto,andsupportingthe The aimofthisprojectistoprovideinsightsintosometheopportunitiesthatexistforspecific products suchassnacks,non-alcoholicbeverages,andconfectionary. meat andwineacross Asian markets,therehasbeenlittlefocusontheopportunitiesformanufacturedfood While Australian andinternationalresearchhasfocussedonexportopportunitiesforproductssuchasdairy, commissioned aseriesofreportstodeepen Australian industryunderstandingofparticularmarkets. Australian basedfoodandbeveragemanufacturers,the Australian FoodandGroceryCouncil(AFGC) With risingincomesandincreasingconsumerdemandacross Asia presentingexportopportunitiesfor INTRODUCTION ƒ ƒ sector, forthefollowingspecific products: This MarketInsightsseriesofreportsfocusonthepremiumretailandHotels/Restaurants/Cafes(HoReCa) due to thelongtermfoodconsumptionforecasts. Thailand andMalaysiabecauseofimprovedaccessundertherespectivetradeagreeemnts;China While thereareexportopportunitiesacross Asia, the AFGC MarketInsightsfocusonthreekeymakets: COVERAGE PRODUCT ANDGEOGRAPHIC ƒ ƒ – – Beverages – – – Snackfoods – – – – – Tea Fruit Juice Cereal-based Bars Sugar Confectionery Chocolate ƒ ƒ ƒ ƒ – – Condiments – – Baked Goods – – – – – – Jams Premium TableSauces Baking Mixes Biscuits Premium ColdBeverages 1 across Malaysia. For thoseseekingevenmoredetail,thereportcontainsdetailedresultsofpremiumretailstoresurveys promotional trends,anytradebarrierdetails—andcontactsforkeyretailersdistributorsinthemarket. covered productcategory—suchas‘shareofshelf’ forkeybrands,packagingsize,pricepoints,tastesand to theirspecificproductlines,whichfallsinPartIIofthisGuide. Those withsomebackgroundandexperienceinMalaysiamaywishtoskipdirectlythecontentrelevant the underlyingmarketdynamics. standards. This informationwillbeusefulfornewexportersandestablishedlookingtorevisit key tradeshowsandroutestomarket,aswellregulatorytradingconsiderationssuchlabelling Part Iofthisreportcontainsimportantinformationaboutmarketsizeandgrowth,food&beveragetrends, be fromcovertocover. We recommendthatyoufindyourownpaththroughthisMarketInsightsreport,whichmaynotnecessarily STRUCTURE OFTHEREPORT these categories —shouldfindthedetailedinsightsbothpracticalandcompelling. covered (snacks,beverages, bakedgoods,condiments)—orthosewithcapabilitytoextendinto far beyond informationwhichisinthepublicdomain.Manufacturersproductcategories The MarketInsightsreportoffers detailedpracticalinsightsintospecificproductcategories, exports from Australia intoMalaysia. Australian food&beveragesector. Together, theseproductsrepresentopportunitiesforfood&beverage 2010–2012 focus fortworeasons:(i)eachhaswitnessedsignificantimportgrowth(between$6m–$219mfrom considerations for Australian food&beveragemanufacturers. These productshavebeenselectedforinitial By concentratingonspecificproducts,theMarketInsightsreportisabletobringdeeperinsightsintokey Analysis ofdatafromUNStatistical Database‘Comtrade’ 2014 1 ) intothetargetmarkets,and(ii)theyareexportitemssupportedbycapabilitiesof There youwillfinddetails—foreach

VII AFGC MARKET INSIGHTS: MALAYSIA VIII AFGC MARKET INSIGHTS: MALAYSIA organisations, agenciesandcompaniesthatmayassistinprovidingfurtherinformation. details providedinthisMarketInsightsreportarelikelytochangeovertime. The Annexes containalistof Commercial realities,marketaveragesandproducttrendschangefrequently. The insightsandcontact INFORMATION SOURCES OFFURTHER Exchange Rates Premium RetailMarket Selected ProductCategories Selected PremiumRetailMarket Selected Premium HoReCa Market Premium HoReCaMarket Australian Suppliers understanding theresultsandimplications. These include: There areseveraldefinedtermsusedthroughoutthisMarketInsightsreport,whichcriticalto MARKET INSIGHTSREPORT DEFINED TERMSINTHIS AUD1 =0.95UnitedStates Dollars AUD1 =3MalaysianRinggit income customers. Premium retailstoressupplyinggoodstomiddleandupper-middle goods, condiments). this MarketInsightsreport(snacks,beverages,baked Those productcategoriesincludedinthesurveyunderlying underlying thisMarketInsightsreport,assetoutin Annex II. Those PremiumRetailMarketstoresincludedinthesurvey Annex IV. in thesurveyunderlyingthisMarketInsightsreport,assetout Those PremiumHoReCaMarketgroupsandfranchisesincluded targeting middleandupper-middleincomecustomers. Premium hotel,restaurantandcafégroupsfranchises export from Australia intoMalaysia. Australian foodandbeveragemanufacturerswhomayseekto ƒ ƒ The reportalsohighlightsanumberofopportunitiesfor each categoryincluding: ƒ ƒ ƒ important trendsthathavepracticalimplicationsforyourmarketentrystrategy: In additiontothedetailedpricing,packagingandothercommercialinsights,reportidentifiessome “high income”nationclubby2020. very closely. Malaysiaisamarketgrowingto35millionpeople,withtheachievableambitionofjoining Australian foodandbeveragesuppliersseekingtoexportshouldwatchopportunitiesinMalaysia market wellworthconsidering. tastes. This, combinedwiththefact Australia hasafreetradeagreementinplacewithMalaysia,makesit natural similaritiesto Australia, anditseconomicdevelopmentisapparentinpublicservicesconsumer easy placefor Australians todobusiness.Englishiswidelyspoken,theCommonwealthheritagehas characteristics to Australia, particularlywhenitcomestothemiddleclassconsumer. Malaysiaisarelatively This reportisfocussedonMalaysia—amarketinourpartoftheworldwithremarkablysimilar food products–snacks,beverages,bakedgoodsandcondiments—inMalaysia, Thailand andChina. understanding oftheopportunitiesthatexist. These reportsexamineopportunitiesforspecificmanufactured with fundingassistancefrom Austrade, commissionedaseriesofreportstodeepen Australian industry Australian basedfoodandbeveragemanufacturers,the Australian FoodandGroceryCouncil(AFGC) With risingincomesandincreasingconsumerdemandacross Asia presentingexportopportunitiesfor EXECUTIVE SUMMARY ƒ ƒ ƒ ƒ ƒ Confectionery: are awareofqualityandwillingtopayforimportedproduct. Chocolates: that mayleadyoutoconsideringalternativessuchasartificial sweeteners. Government isseekingtointroducenewlawsonsugar content —suchastrafficlightsandwarnings their productscanbesweetenedtosuitMalaysiantastes. Indoingthis,considerthattheMalaysian consumers —isreflectedinthedetailedsurveysthisreport. consumers ofsugarintheworld. This fact—whichsetsMalaysiansapartfromChineseand Thai Sweet-tooth: Malaysianauthoritieshavedeclaredthattheircitizensarethe8thhighestdailyaverage Premium importeditemswillfindabetterfitwiththelargersupermarketandhypermarketchains. convenience retailformat.InMalaysia,supermarketsandlocal‘minimarkets’ stilldominate. Retail channeldifferences: Malaysiaisdifferentiated intheregionfromits sloweradoptionofthe Some Australian SMEshavehad greatsuccessinthis‘nichewithinaniche’. halal certificationwithotherhallmarksofdistinction—organichalal,glutenfreeetc. a leaderintheglobalraceforhalalstandardsupremacy. Australian supplierscanleverage thisbymixing This givesyoueasiermarketaccess,andtheabilitytocommandahigherprice.Malaysiaisseenas Halal certification:Certification,whetherbyan AustralianorMalaysianbody, isavirtualnecessity. candy. Popular flavoursincludefruitmixes,coffee andmint. Singleserveportionsarepopularamonghealthconscious consumers.Wealthy consumers There isgrowingdemand forlowersugarcandy, andageneralpreferenceforhard Australian suppliersmayconsiderhow

IX AFGC MARKET INSIGHTS: MALAYSIA X AFGC MARKET INSIGHTS: MALAYSIA ƒ ƒ ƒ ƒ ƒ ƒ Malaysian consumersorrequiremodificationforthismarket. and exportopportunitiesoftheMalaysianmarkettoassesswhethertheirproductssuitneeds The AFGC hopesthisMarketInsightsreportassists Australian supplierstounderstandthecharacteristics ƒ ƒ ƒ ƒ ƒ ƒ ƒ ƒ ƒ ƒ Baking mixes: and savourybiscuits. Biscuits: beverage market. Premium ColdBeverages: traditional teasbeingwidelyavailable. Tea: increasing focusonhealthclaimsandbenefits. Fruit Juice: foreigners, studentsandtheelderly. Cereal Bars: blackcurrant andmixedfruits. expatriates andyoungpeopleinMalaysia.Popularflavoursincludestrawberry Jams: bring newflavourstomarketwithconsiderationofMalaysiantastesandpreferences. Premium Table Sauces: and hascreatedopportunityforbothcakebreadmixes. Recently, fruitflavouredteashavebeensuccessfulintheMalaysianmarketwitharangeofmore WhilejamisnotafeatureofthetraditionalMalaysiandiet,theredemandamongtourists, BiscuitsareapopularsnackfoodinMalaysia. There isarangeofopportunitiesinbothsweet Orange, apple,pineapple,pinkguava,andmixedfruitarepopularjuicesinMalaysiawithan Increasinghealthconsciousnessisdrivingsalesofcerealbarswithstrongdemandfrom Home bakingisincreasinglypopularduetotheinfluenceofcookingshowsontelevision Traditional Asian stylesaucesarepopularinMalaysia. There isopportunityto Isotonic, milk,andteabasedbeveragesarepopularintheMalaysian , pineapple,grape, PART 1 2 AFGC MARKET INSIGHTS: MALAYSIA 1 15–64 year agebracket. young population—themedianageis30with28percentaged15andbelow67in 35 million by2030.Whilethe65+populationisgrowingfasterthanotheragegroups,Malaysiastillhasavery Malaysia’s current populationis29million,thoughagrowthrateof1.7percentannumwillseeitreach 1.1 DEMOGRAPHICS 11,053 in2013,whichplacesMalaysiathirdonlytoSingaporeandBruneiamong ASEAN economies. Asia, behindIndonesiaand Thailand. Malaysia’s GDP was AUD 328.9billionandGDP percapitareached AUD the oneofworld'slargestelectronicsmanufacturer, andiscurrentlythethirdlargesteconomyinSoutheast Malaysia hasdevelopedfromastronglycommodity-basedeconomy(rubber, oil&gas,palmoil)tobecome development program,knownastheEconomic Transformation Program(ETP). “high incomenation”statusby2020. These ambitionsarethefocusofhighprofilenationaleconomic Malaysia isasuccessful“highmiddle-income”economybuiltonexporttrade,withambitionstoachieve 1.2 ECONOMICOVERVIEW population (61percent)identifiesasMuslim. including English.Malaysia’s ConstitutiondefinestheIslamasnationalreligion,thoughjustover halfof Asians), butalsolargeChineseandIndianminorities,allofwhomspeakatleasttwolanguagesfluently, Malaysia’s populationcomprisesmultipleethnicgroups,largelyBumiputras(MalaysandindigenousSoutheast enjoying middletohighincomeswithgrowingpurchasingpower. ‘full employment’, with97percentoftheworking-agepopulationemployedand60households population liveinpeninsularMalaysiaand73percenturbanareas.enjoyseffective Malaysia’s population distributionisstronglyurbanised—morethanthreequarters(20million)ofMalaysia’s GDP, whiledomesticconsumptionequals49percentof GDP. reliant onexportsandleastdomesticconsumption. Goodsandservicesexportsequal87percentof Malaysia’s economyisheavilytradeexposed. Among key ASEAN economies,Malaysiaisby farthemost 2 TABLE 1: MALAYSIA GDP AND GDP PER CAPITA Real GDP Growth GDP (AUDbillion) GDP percapita(AUD) WorldBank (2013),Euromonitor(2013)

PICTURE THE BIG 2 -1.5% 212.9 7,661 2009

260.5 9,215 7.4% 2010 10,587 304.5 5.1% 2011 10,981 321.1 5.6% 2012 11,053

328.9 4.7% 2013 focus forretailactivity. — luxurygoodsretailing.Inaddition,JohorBahruandPenangarealsocommonlycitedasgrowthcentres The region isthecentreoffocusforforeigninvestorsacrossenergy, resources,tourismand—inrecentyears Much oftheeconomicpowerMalaysiaiscentredinKlangValley, whichincludesKualaLumpur. service sector. underpins itseconomicgrowth. The touristtradealsoprovidesconsistentlystrongdemandinthepremiumfood Malaysia enjoysthe10thhighestnumberoftouristarrivalsinworld(26million2013),whichalso 4 3 is asignatory. Trade Agreement (2013)andthe ASEAN-Australia-NZ Free Trade Agreement (2010),towhichMalaysia Malaysia and Australia haveeliminatedorreducedtariffs totradethroughtheMalaysia-AustraliaFree and vegetables. Majorgrowthcategoriesaregums,fatsoils,fruitsnuts,beverages major foodandbeverageexportsintoMalaysiaaresugarconfectionery, cereals,meat,bakedgoods, more distantsuppliers(suchasBrazil)havecontinuouslygrowntheirmarketshare(see Figure1). Australia’s imports hasdroppedsincetheearly2000’s. At thesametime,other ASEAN countries(such asIndonesia)and produce. However—similarlyto Thailand andChina— Australia’s marketshareofMalaysia’s totalfood Malaysia iscurrently Australia’s 7thlargestexportmarketforfoodandthe9thfresh beverage importsmakeuparound5percentofallgoodsimportedintoMalaysiaeachyear. Malaysia isanetimporteroffood,withannualimportsvaluedatmorethan AUD 12billionin2012. 1.3 FOODTRADEWITHAUSTRALIA NATIONS STATISTICAL DIVISION) FIGURE 1: MARKET SHARE OF MALAYSIA'S TOTAL FOOD IMPORTS (SOURCE: UNITED Analysis ofdatafromUNStatistical Database‘Comtrade’ 2014 Malaysian InvestmentDevelopment Authority (2013) 4 . 3 and Food and

3 AFGC MARKET INSIGHTS: MALAYSIA 4 AFGC MARKET INSIGHTS: MALAYSIA 2 5 2.1 BROADTRENDSINFOODAND growth ofthehalalfoodsector, andtheevolutionoffunctional,healthyconvenientfoodproducts. food imports.Currenttrendsintheandbeveragesectorcanbeseenparticularlyemergence Malaysia’s cuisine isheavilybasedoninternationalinfluences,whichmakesthecountryhighlydependent in Figure 1below. market withgrowthintherangeof2percentto20expectedovernextthreeyears,assetout In Malaysia,thetotalPremiumRetailMarketforSelectedProductCategoriesconstitutesaconsiderable BEVERAGE CONSUMPTION CATEGORIES TABLE 2: MARKET SIZES AND ANTICIPATED 3 YEAR CAGR FOR SELECTED PRODUCT Jams Premium TableSauces Condiments Baking Mixes Biscuits Baked Goods Premium ColdBeverages Tea Fruit Juice Beverages Cereal-based Bars Sugar Confectionery Chocolate Snackfood Product Category http://www.austrade.gov.au/Export/Export-Markets/Countries/Malaysia/Industries/Food-and-beverage#.U4_xBuK2wos Further informationavailableat Austrade’s onlineMalaysiabrief:

BEVERAGE TRENDS F OOD AND Market Sizein AUD million 5

1,158 1,379 1,211 421 474 947 842 316 316 632 263 211 211 53 next 3years Expected CAGRforthe 4%–5% totalgrowthforthe next 3years 15%–20% 10%–12% 12%–15% 5%–6% 3%–4% 4%–7% 2%–3% 4%–5% 4%–5% N/A N/A N/A N/A ƒ ƒ ƒ ƒ Functional, ConvenientandHealthyFoods ƒ ƒ ƒ Halal foods ƒ ƒ ƒ ƒ ƒ ƒ ƒ (e.g. diabetes, lactosefreefoods,andglutenfoods)isexpectedtocontinuegrow. Demand forfoodandbeverageappropriatepeoplewithallergiesotherspecialneeds Major growthcategoriesincludemealreplacement,spreads,dairyproducts,pastaandsnackbars. ready-made packagedfoods.By2017,foodretailsalesareforecasttoreach AUD 7.26billion. Urbanisation, risingincomesandlongerworkinghoursaredrivinggreaterdemandforconvenience eliminates orminimisesexposuretoantibioticsandpesticides. still largelymetthroughimports.OrganicfoodenjoysahighleveloftrustinMalaysia—particularasit Despite anincreaseinthenumberofcertifiedorganicsuppliersMalaysia,demandforfoodis to be ontheshelves. A Consumer demandforfunctional,minimallyprocessedfresh,organicandnaturalfoodsisgrowing. tranship throughMalaysiatoglobalIslamicmarkets,suchasthoseintheMiddleEast. leading theway. This allows Australian suppliersachievinghalalcertificationinMalaysiatoexportor The racefortheregionalandglobalchampionofhalalstandardsison–Malaysiaarguably as asignalofquality, safety andhygiene. The Malaysianhalalstandardhasextendedtonon-meatproductcategoriesandisincreasinglymarketed market. Importantly, halalcertificationalsoattractsapremiumprice. for Halalstandardsandquality, suppliersshouldconsiderhalalcertificationforproductsdestinedthis With 61percentofthepopulationidentifyingasMuslim,andMalaysiaemergingaglobaltrustedhub greater choiceofhealthyfoodsuchasproductswithlowsalt,fatandartificialadditivesisexpected profile on Austrade’s website.Referto Annex VIIforrelevantlinks. category sections. › › For more information on Malaysian food and beverage trends, visit the Malaysia country For moreinformationonMalaysianfoodandbeveragetrends,visittheMalaysiacountry Specific producttrendsandinsightsareincludedintherelevant

5 AFGC MARKET INSIGHTS: MALAYSIA 6 AFGC MARKET INSIGHTS: MALAYSIA unique salesproposition.USandUKmanufacturedproductsaretypicallycheaper(duetoproduction Despite stronggrowthinimportedfoodandbeverage, Australian exportssuffer from aperceivedlackof extremely strict halalrequirements. imported products. The foodserviceindustryingeneralishighlybrandconscious,butdemands In thePremiumHoReCaMarket,foreignchefsinKualaLumpurparticularhaveapreferencefor product categoriesincluding fruit,vegetable,dairy, breakfastbarsandcereals,rice. acknowledges thatitmustrelyonimportstocomplementdomesticfoodproduction,withthelargestdeficit 5 percentself‑sufficientindairyand70self-sufficientfoodoverall. ‘self-sufficiency’ targets,whichareadoptedbymanycountriesin Asia.Malaysiaiscurrentlyonly in demandforforeignfoodandbeverage. This hasbeenrecognisedintheGovernment’s officialreactionto On thefasttracktowardsbecominga‘highincome’ country, Malaysia’s urbanpopulationisdrivinggrowth 2.2 ATTITUDETOIMPORTEDFOODANDBEVERAGE and bakeries. shopping experiencessuchasalcoholicbeveragecorners, healthfoodsections,in-storewetmarkets, Australia, NewZealand,theUS,Canada,France,Italyand theUK. The largerstoresalsooffer additional high incomelocalsandexpatriatesoffer moreimportedbrandedproductsfromWestern countriessuchas products tomeetdemandfromtheirmiddleandhigh-income customers.Retailoutletsthattargetmiddleto (Dairy Farms International),andJayaJusco(AEON). They typicallyhavestrongrepresentationofimported major urbancentres.Foreign-ownedretailersoperating inMalaysiainclude Tesco, Carrefour, Giant The numbersofsupermarketsandhypermarketsisgrowing,withmoststoresfavouringlocationsinthe Supermarkets, hypermarketsanddepartmentstoreswithsupermarkets food anddrinkpackagesready-to-eatmeals. market, butthissegmentisforecasttogrowwithchangingurbanlifestylesandhigherdemandforsmaller The numberofconveniencestoreshavebeensmallto-date,withonly1percentsharetheretailfood formats suchassupermarketsandhypermarketshavearound43percentshareoftheretailfoodsegment. operating insmallshopsandgrocerystores,whicharetypicallynotair-conditioned.Modernlarger-store Malaysia’s foodretailsector isfragmented,witharound56percentbeingmadeupofsmallretailers 2.3.1 Retailstoreformats 2.3 OUTLINEOFTHEFOODANDBEVERAGESUPPLYCHAIN to regional trends. Korean foodmanufacturershavebeenverycompetitiveastheyareabletoadaptproductsmorequickly to growasubstantialbeverageexportbusinessintoMalaysia.For Asian traditionalfoods,Japaneseand There areexceptionsthatmayholdlessonsfor Australian suppliers.Forexample,Chilehasmanaged economies ofscale)whileEuropeanproductsenjoyagreaterassociationwithpremiumorluxuryproducts. The Government

supermarket andhypermarketchains,whilemaintainingafriendlyneighbourhoodatmosphere. format —withwideraislesandbetterorganisedshelves. This formattriestocompeteagainstthemajor of popularimportedproduce.Inthelargercities,thesestoresareincreasinglyupgradingtoa‘mini-market’ looking forconvenience. These mainlyopen-frontedstoresusuallyoffer localproductsandsmallamounts The sectorisdominatedbysmallfamily-ownedbusinessesthattargetpricesensitivecustomersandthose Found inallcities,townsandvillages,traditionalgrocerystoresremainthelargeststoreformatMalaysia. Traditional and‘MiniMarket’ storeformats which maybeheatedatthestoreforimmediateconsumption.Mostproductsareinsingle-serve packaging. offered bysupermarketsandhypermarkets. They alsocarryready-to-eatmicrowaveablefoodproducts carry asmallerrangeofpopularprocessedandpackagedfoodbeverageproductscomparedtothose BHPetrol. and Petron, Caltex such asPetronas,Shell, companies stores convenience These air-conditioned station chains—therearenowmorethan3,000petrolconveniencestoresoperatedbypetroleum store chain,withabout1,600outlets. The convenienceretailformatisalsobuildingoutamongthepetrol Malaysia. Malaysia’s 7-Eleven(operatingunderlocalentity, BerjayaRetailBhd),isthelargestconvenience Convenience storesarelocatedinlargercitiesandalongtheNorth-SouthhighwayacrossPeninsular Convenience stores PICTURE 1: GIANT STORE IN KUALA LUMPUR › Refer to Annex IIforretailerinformationandcontactdetails.

7 AFGC MARKET INSIGHTS: MALAYSIA 8 AFGC MARKET INSIGHTS: MALAYSIA customers for Australian suppliers,withtheirhigherproportionofpremiumconsumers. Hotels andresortstheinstitutional(corporate)sub-sectors inMalaysiarepresentthebestpotential AUD 5.2billionto AUD 5.8billionwithannualgrowthforecast between7–10percentyearsince2012. incentives tocookathome.Itisestimatedthatthefood service markettodayisvaluedbetween pastime, underpinnedbycheapprices,anabundanceof choiceandlongopeninghours. This reduces Malaysia hasasizableandgrowingconsumerfoodservice market.DiningoutinMalaysiaisanational 2.3.2 PremiumHoReCaMarket ƒ ƒ The Store ƒ ƒ ƒ ƒ AEON Malaysia ƒ ƒ Tesco Malaysia ƒ ƒ ƒ The ColdStorageGroup Major supermarketoperators ƒ ƒ ƒ ƒ ƒ ƒ ƒ ƒ ƒ ƒ ƒ AEON Bigis AEON’s hypermarketchain,with27stores (mainly fromJapan) Carries mainlylocallysourcedproducts,butisincreasingtheproportionofimportedproducts supermarkets, targetingmiddletohigh-endincomecustomers Operates Juscostoresnationally, whichisthe largesthigh-enddepartmentstorechainwith Took overCarrefourMalaysiain2012 (mainly fromtheUK) Carries mainlylocallysourcedproducts,butisincreasingtheproportionofimportedproducts Operates Tesco and Tesco Extrastores inmajorcities,targetingthemassmarket imported products Cold Storagetargetshighincomeshoppers,offering awidevarietyoflocaland Giant brandtargetsmassmarketandisatrusted and Giantbrands Malaysia’s largestfoodretailer, operatinghypermarketsandsupermarketsunderColdStorage Home-grown storethatoffers price-competitiveproducts Department storeschainwithsupermarkets

the individualHoReCabranches. food segmentthattakeovertheimportprocessforthem. Through theirdealers,theymarkettheproductsto In theHoReCaindustry, foreignsuppliersaretypicallyrequiredtoworkwithfooddistributorsinthepremium who normallydistributedirecttoretailersandcateringend-users. also act as throughimporters/distributors distributors andmost are channelled imported foodandbeverages Different product categoriesrequiredifferent importlicencesanddistributionchannels.Mostfoodimporters In Malaysia,onlylicensedimporterscanmanageimportproceduresandhavetherighttoproducts. 2.3.3 Distributionchannels FIGURE 2: ROUTES TO THE MARKET — RETAILERS › Referto Annex IVforimportant Premium HoReCaMarketcontacts.

9 AFGC MARKET INSIGHTS: MALAYSIA 10 AFGC MARKET INSIGHTS: MALAYSIA experienced andwell-connectedimporter/distributorsin Malaysia. to handledirectimportfromalargenumberofindividual suppliersoverseas.Itiscriticallyimportanttouse Most foodservicesectors,i.e.hotels,restaurantsandfast foodoperators,arenotequippedorresourced Accessing theMalaysianpremiumHoReCamarket convenience stores. The keytothisformatinMalaysiaisensuringavailabilityofproductsmallersizes. importers/distributors whowillhavethenecessaryrelationshipswith7-Elevenandpetrolstation entered thesupermarketandhypermarketsegment. This routetomarketwillnecessitatetheuseof Exporters shouldviewtheconveniencestoresectorasasecondarymarkettotarget,afterhavingfirst Accessing Malaysianconveniencestores This likelihoodtosourcedirectlywillincreaseassmallerscalechainsbecomemoresophisticated. agents duetotheirlackofadequatecentralwarehousing,processinganddeliveringfacilities. supermarkets andlocalconveniencestoresbuyalmostalloftheirimportedproductthroughimporters/ retailer requirements—andcuttingoutthedistributorcangeneratesignificantsavings.Second-tier Direct purchasing istypicallyforlargervolumeproducts,whereexperiencedforeignsupplierscanmeet Major supermarketchainsinMalaysiahaveamixofdirectanddistributor-sourcedimports. Accessing Malaysiansupermarketsandhypermarkets FIGURE 3: ROUTES TO THE MARKET — HORECA

ƒ ƒ Malaysia InternationalHalalShowcase ƒ ƒ Malaysia InternationalFoodProcessing&Packaging ƒ ƒ Malaysia InternationalFood&BeverageFair Malaysia arelistedbelow. with importersanddistributorswhohaveexperienceinthespecificcategory New brandsshouldconsiderexhibitingattradeshowstoreceivebuyerfeedbackandestablishcontact 2.3.4 Foodtradeshows including howproducts areusedorserved. are quitecostly, andcanunderestimatetheimportanceofeducatingbuyersaboutnewproducts, purchases. Australian exportersareoftennotprepared forthefactthatinternationalmarketingactivities Australian exporter BEMCOplaysanimportantroleasconsolidatorforsmallordersandtomedium Makro beingamajorplayerinthedistributionofbulkgoodstosupermarketandHORECA industry. A numberofretailershaveestablishedimporter/distributoroperationsassubsidiaries,withSiam Distributors ƒ ƒ ƒ ƒ ƒ ƒ Trading platformforsourcingandsellingofglobalhalalproducts Kuala Lumpur, yearly Packaging, labelling,foodprocessing&bakeryequipment Kuala Lumpur, yearly Covers allfoodproductsandtechnology Kuala Lumpur, yearly › ƒ ƒ ƒ ƒ Insights — Formoreinformationonthesemajortradeshows,referto Annex VI. ƒ ƒ ƒ ƒ the Malaysianconsumer. Start byassessingwhetheryourproductneedsanyadjustment iningredientsorpackagingtosuit Keep inmindthatMalaysiawantstoestablishitselfasthe Halalhub. change flavours if necessary (this has been the major challenge for Australian exporters in Consider adaptingyourproducttothelocalmarket,e.g.use morecolourfulpackagingandadd/ some generalassistanceon compliance. Distributors donotoffer muchhelpwithcertification/licensing issues,butwillbeabletoprovide Routes tothemarket . The majorfoodtradeshowsin the past). past). 11 AFGC MARKET INSIGHTS: MALAYSIA 12 AFGC MARKET INSIGHTS: MALAYSIA 3 as 95percent ofproductisimported. The Governmenthasanaggressiveapproachtotradeagreements, the relianceonimportedproduct,particularlyforstronggrowthcategories,suchasmeatanddairy, The MalaysianGovernmenthasarelativelyopenapproachtointernationaltrade.Officialsacknowledge TRADE AGREEMENTS 3.1 TRADEPOLICYPOSITIONANDAPPROACHTO with China,Korea,JapanandIndia,inadditiontotheregionalagreement Australia andNewZealand. A bilateralFTA withtheEuropeanUnionisnowunderway. As an ASEAN member, italsohasregionalFTAs was alsoasignatory. Inaddition,MalaysiahasFTAs withChile,India,Japan,NewZealand,andPakistan. January 2013. This goesfurtheranddeeperthanthe2010 ASEAN-Australia-NZ FTA, towhichMalaysia Malaysia and Australia recentlysignedaFree Trade Agreement (MAFTA) whichcameintoforceon1 and havebeenrelativelysuccessfulinattractingmultinationalfoodmanufacturers. establish localfacilities. They offer, forexample,taxfreeholidays(upto10yearsin“HalalBusinessParks”) At present, The MalaysianGovernmentiskeentoprovideincentivesforforeignfoodmanufacturers actively seekingnewpartnersanddrivingnegotiationswithmostofitssignificanttradingpartners. TABLE 3: MALAYSIA'S FREE TRADE AGREEMENTS Malaysia-EU Under negotiation AFTA ASEAN-China Malaysia-Japan Malaysia-Pakistan ASEAN-Japan ASEAN-Australia-New Zealand ASEAN-Korea ASEAN-India Malaysia-New Zealand Malaysia-India Malaysia-Chile Malaysia-Australia Trade Partner

TRADING ENVIRONMENTS REGULATORY AND 1 January1993 1 January2005 13 July2006 1 January2008 1 February2009 1 January2010 1 January2010 1 January2010 2010 1 August 1 July2011 25 February2012 1 January2013 Trade Agreement EffectiveDate those ofotherIslamiccountries. a JAKIMcertifiedcompany. TheMalaysianhalalstandardsaregenerallyperceivedasbeingstricterthan Muslim consumers,definesthatimportedfoodforthe Muslim consumerbasehastobecertifiedhalalby The amended Trade Description Act 2011 forhalalcertificationandmarkingproductsintended for Amended halalregulations provides HealthCertificates,HACCP certification,andFreeSaleCertificates. additives andimplementstrainingprograms,approvesfoodlabels,advisesindustryconsumers, responsible forlawenforcementandimplementation.FSQDmonitorsspecificfoodcontaminants accreditation oflaboratories. The MinistryofHealth’s (MOH)FoodSafetyandQualityDivision(FSQD)is 1985. These compriseoffoodstandards,hygiene,importandexport,advertisement Food safetyandqualitycontrolaregovernedbyMalaysia’s Food Act 1983andtheFoodRegulationsof IMPORT STANDARDS 3.3 OVERVIEWOFFOODREGULATIONAND Processed/packaged foodsenjoylowlevelsofnon-tariff tradebarriers(NTBs). 3.2.2 Non-Tariff Barriers(NTBs) 10 percentto25cent. expanded onayearlybasis.“Inquota”tariffs areat0percentand“outofquota”tariffs rangefrom Under MAFTA, Malaysiahastariff ratequotasinplaceforproductssuchasdairy, meatandeggsthatare Tariff ratequotas Processed foods aretypicallytariff-free. treatment onentryintoforceofthe Agreement (1January2013),whichwillriseto99percentin2017. the countries.97.6percentof Australian goodscurrentlyexportedtoMalaysiabecameeligiblefortariff‑free The Malaysia-AustraliaFree Trade Agreement (MAFTA) hassignificantlyreducedtariffs ontradebetween 3.2.1 Tariff Barriers 3.2 TARIFFANDNON-TARIFFBARRIERS Australian exports,underourbilateralFTA. PRACTICAL TIP —MakesureyourMalaysiancustomerknowsaboutdutyrelieffor

13 AFGC MARKET INSIGHTS: MALAYSIA 14 AFGC MARKET INSIGHTS: MALAYSIA of Origin(DOO). The Rules ofOrigin(ROO)requiresthatexportsfrom Australia aresupportedbyaDeclaration Australian suppliersdonotneedtosupplyacertificateoforigin,butrathersimplerdeclarationorigin. Certificate oforigin ƒ ƒ Halal requirements: 3.3.1 RegistrationandCertification ƒ ƒ ƒ ƒ e.g. segregatedtransportationforhalalandnon-halalproductsisarequirement. Malaysian halalstandardsarestricterthanthemultilaterally-agreedCodex Alimentarius halalstandard, certified as well. means that thewholesupplychainmighthavetobeassessed,sinceallsuppliersneedHalal ingredients needtobecheckedforanimalfatsorotheroriginatingfromanimals;this differ depending onthecertificationbodiesandinspectiontestingrequired.Processedfood (certified by JAKIM,theDepartmentofIslamicDevelopmentMalaysia)andcostsforfacilityinspections and productingredients(samplingtesting). There areeightcertificationbodiesin Australia Halal assessmentshavetobemaderegardingtheproductionprocess(inspectionoffacilitiesrequired) of products throughcustoms. However, Halal certificationiscrucialforexportsuccessandwilltypicallyresultinfasterclearance that requiresextensivedocumentationincludinginspectionsbytherelevantcertificationbodies. Halal certification,whichisnowalmostaprerequisiteformarketaccess,detailedprocess the DFAT website.Pleasereferto Annex VIIforrelevantlinks. › › FurtherinformationaboutCertificateofOrigin/DeclarationOrigincanbefoundon To seealistofHalalcertificationbodiesin Australia, referto Annex VII. (Export Markets —Malaysia). labelling) setsthelabellingstandards.Specificinformationcanbefoundon Malaysia’s Ministryof Agriculture’s Foodand Agriculture Marketing Authority 3P (gradingpackagingand 3.3.2 Labelling › › Berat: Weight Negara asal:CountryofOrigin Saiz: Size Gred Standard:Standardgrade Namabiasa: Commonname Alamat: Address oftheExporter NamaPengeksport: NameoftheExporter Alamat: Address oftheImporter Namapengimport: NameofImporter/Agent/Distributor Example ofLabellinginBahasaMalaysia A listingofrelevantMalaysianGovernmentagenciescanbefoundat Annex V. ForalinktotheMalaysiamarketprofileon Austrade website,referto Annex VII. Austrade website 15 AFGC MARKET INSIGHTS: MALAYSIA 16 AFGC MARKET INSIGHTS: MALAYSIA and consumertastes. heritage hasnaturalsimilaritiesto Australia, anditseconomicdevelopmentisapparentinpublicservices Malaysia isaniceplacefor Australians todobusiness.Englishiswidelyspoken, theCommonwealth ƒ Zealand FTA of2010towhichMalaysiawasalsoasignatory, shouldplace Australian suppliersinaprime Australia’s signingofaFree Trade Agreement withMalaysiain2013,tobuildonthe ASEAN-Australia-New ambition ofjoiningthe“highincome”nationclubby2020. and thehighlycompetitiveSingapore. This isamarketgrowingto35millionpeople,withtheachievable Malaysia could—andshouldbeconsideredasecondorthirdstepforexportersafterNewZealand watch exportopportunitiesinMalaysiaveryclosely. when itcomesthemiddleclassconsumer. Australian foodandbeveragesuppliersseekingtoexport should Malaysia isamarketinourpartoftheworldwithremarkablysimilarcharacteristicsto Australia, particularly SUMMARY ƒ ƒ we have identifiedsomeimportanttrendswhichpracticalimplicationsforyourmarketentrystrategy: products intoMalaysia.Inadditiontothedetailedpricing,packagingandothercommercialinsights, We hopethisMarketInsightsreportassists Australian suppliersinrecognisingtheopportunitiesfortheir in on keyareassuchasfruitjuice. imports areactuallydecreasing.Inrecenttimes,exportersfromasfarawayChilehavebeenmuscling position toenterthemarket.However, asfor Thailand, ouroverallmarketshareofMalaysia’s totalfood ƒ ƒ ƒ — thatmayleadyoutoconsideringalternativessuchas artificialsweeteners. Government isseekingtointroducenewlawsonsugar content —suchastrafficlightsandwarnings their productscanbesweetenedtosuitMalaysiantastes. Indoingthis,considerthattheMalaysian consumers —isreflectedinthedetailedsurveysthis report. consumers ofsugarintheworld. This fact—whichsetsMalaysiansapartfromChineseand Thai Sweet-tooth: traditional family‑owned stores. while highervolumebudget-priceditemscanbesuccessfullysoldthroughdistributorstothe Premium imported itemswillfindabetterfitwiththelargersupermarketandhypermarketchains, the convenienceretailformat.InMalaysia,supermarketsandlocal‘minimarkets’ stilldominate. Retail channeldifferences: Some by mixinghalalcertificationwithotherhallmarksofdistinction—organichalal,glutenfreeetc. as aleaderintheglobalraceforhalalstandardsupremacy. Australian supplierscan leveragethis This gives youeasiermarketaccess,andtheabilitytocommandahigherprice.Malaysiaisseen Halal certification: Australian SMEshavehadgreatsuccessinthis‘nichewithinaniche’. Malaysianauthoritieshavedeclaredthattheircitizensarethe8thhighestdailyaverage certification,whetherbyan AustralianorMalaysianbody, isavirtualnecessity. Malaysiaisdifferentiated intheregionfromitssloweradoptionof Australian suppliersmayconsiderhow

PART 2 18 AFGC MARKET INSIGHTS: MALAYSIA 4 out in Table 5. Average pricerangeandpackagesizeforchocolateintheSelectedPremiumRetailMarket areset expected togrowataCAGRof4–5percentoverthenext 3years. The totalPremiumRetailMarketsizeforchocolateinMalaysia was AUD 263millionin2013. The marketis 4.1 CHOCOLATES 8 7 selected sub-categoriesaresetoutin Table 4. categories inMalaysiawas AUD 1.2billionin2013. cereal-based barsub-categories. The totalPremiumRetailMarketsizeofthesesnackfoodproduct For thepurposeofthisreport,category“Snackfoods”coverschocolate,sugarconfectionaryand TABLE 4: CHARACTERISTICS OF SURVEYED SNACKFOOD SUB-CATEGORIES bars Cereal-based Confectionary Sugar Chocolates Sub-Category Estimate: EuromonitoranddecisionAsia analysis Estimate: EuromonitoranddecisionAsia analysis

S 1904 1704 1806 HS Code NACKFOODS snack bars Roasted orunroastedcereal-based Nougat, butnotincludingchewinggum Jellies, Chews, Toffees, Caramels, Lollipops, Mints,Pastilles,Gums, such asboiledSweets,Liquorice, Particularly non-cocoaconfectionary, specialty chocolates(i.e.boxes) Filled/unfilled chocolateslabs,barsor growth products Description ofhighestcurrenttrade 7 Average pricerangeandpackagesizeforthe 8 per 100g 1.33–2.00 produced: Locally per 100g 2.00–5.33 Imported: in AUD Price Range per 100g 1.33–2.67 per 100g 0.67–1.33

bars: 35–60g Chocolate 175g or180g Large slabs: 80g or90g Small slabs: 90–180g Range Package Size 35–50g Individual bars: 180–300g 5–6 bars: Boxes of 150g most common: 100–150g;

market share,e.g.Ferrero,Van Houtenand Toblerone (Mondelez). brand isRoyalDeDolton,producedbySweetkissFood Industry. Importedbrandshavelowerlevelsof China, buttheyarecurrentlysettingupamanufacturing facilityinMalaysia(Johor). Another prominentlocal (Nestle), allproducedlocally. Hershey’s chocolateisanotherstrongbrandthatcurrentlyimportedfrom The PremiumRetailMarketisdominatedbyCadbury, Vochelle (MaestroSwissChocolate) andKitKat Retail Market,includingpremiumimportedaswelllocalbrands. Figure 4setsouttheindicative“ShareofShelf”forchocolatebrandsinMalaysianSelectedPremium 4.1.1 Keyplayersandbrands RETAIL FIGURE 4: MAJOR CHOCOLATE BRANDS IN THE MALAYSIAN SELECTED PREMIUM TABLE 5: OVERVIEW OF PACKAGING AND PRICE POINT RANGES - CHOCOLATE Chocolates Product Category

MARKET 100g Locally produced:1.33–2.00per Imported: 2.00–5.33per100g Price Rangein AUD Chocolate bars:35–60g Large slabs:175gor180g Small slabs:80gor90g 90–180g Package SizeRange 19 AFGC MARKET INSIGHTS: MALAYSIA 20 AFGC MARKET INSIGHTS: MALAYSIA MYR 4–6(AUD1.33– AUD 2.00)per100grams.ImportedchocolatepricesrangebetweenMYR 6–16 The averagepriceforlocallyproducedchocolateintheSelectedPremiumRetailMarketrangesbetween 4.1.3 Pricepoints size rangesbetween35gramsand60intheSelectedPremiumRetailMarket. slabs and175180gramsaremostcommonforlargerslabs.Forchocolatebars,theaveragepackage and 180gramsforslabsofchocolate.8090grampackagesarethemostcommonsizesmaller The averagepackagesizeforchocolatesintheSelectedPremiumRetailMarketrangesbetween90grams 4.1.2 Packaging chocolate arerequiredtopayVAT of10percent. MAFTA’sFollowing entry intoforce, tariff duties onchocolatewereeliminatedin2013. However, 4.1.6 Trade barriers (active during thesurveyperiod). trading terms.OursurveyoftheSelectedPremiumRetailSegmentshasidentified2promotions packs forcustomers. Trade promotionandin-storearetypicallyrequired andformpartofthe Common promotionsforchocolatesinthePremiumRetailMarketconsistofpriceandbonus 4.1.5 Marketingandpromotion in qualityofchocolatesandareoftenwillingtospendadditionalmoneyonimportedproducts. increasingly popularamonghealthconsciouscustomers.High-endconsumersarewellawareofdifferences chocolate bars,largebarsaswellpartypacksandgiftboxes.Single-serveportionsarebecoming Local manufacturersofchocolatesmainlytargetconsumerswithpreferencesforindividuallywrapped The majorflavoursusedinchocolatesandchocolatebarsaremilkchocolate,almond,fruitnut. 4.1.4 Producttrends margins intherangeof8percent–15cent. (AUD 2.00– AUD 5.33)per100grams.RetailersintheSelectedPremiumRetailSegmentenjoyretail › › › A fulllistofsurveyedretailpricesisavailableat Annex I. A fulllistofsurveyedpackagesizesisavailableat Annex I. Thedetailsofpromotionsidentifiedduringthesurvey periodareavailableat Annex I. importers of chocolate sub‑category. Our surveyhasfoundthatthePremiumHoReCachannelisnotsufficientlydevelopedfor ƒ ƒ Our surveyhasidentified: manufacturers. A “Routes toMarket”overviewforMalaysiaisprovidedatSection2.3.3. locally isthrough3rdpartydistributors,whilelocalbrandchocolatemainlydistributeddirectlybythe The typicalroutetothePremiumRetailMarketforimportedchocolatesandglobalbrandsthatareproduced 4.1.7 Routestomarket PICTURE 2: CHOCOLATE PROMOTION AT AEON SUPERMARKET ƒ ƒ imported chocolates. 5 distributorssupplyingtheMalaysianPremiumRetailSegmentwithasignificantselectionof imported chocolates. 5 retailersintheMalaysianSelectedPremiumRetailSegmentwithasignificantselectionof Annexes II andIII. › An overviewandcontactdetailsforretailersdistributorsareavailableat 21 AFGC MARKET INSIGHTS: MALAYSIA 22 AFGC MARKET INSIGHTS: MALAYSIA Plus (KheeSanFoods)brands,theIndonesian-basedbrand KopikoandtheFilipinobrandMarkenburg. The PremiumRetailSegmentisdominatedbySoutheast Asian brands:Malaysia’s localLot100andFruit Premium RetailMarket,includingpremiumimportedaswelllocalbrands. Figure 5setsouttheindicative“ShareofShelf”forsugarconfectionerybrandsinMalaysianSelected 4.2.1 Keyplayersandbrands 9 are setoutin Table 6. Average pricerangeandpackagesizeforsugarconfectioneryintheSelectedPremiumRetailMarket The market isexpectedtogrowataCAGRof4–5percentoverthenext3years The totalPremiumRetailMarketsizeforsugarconfectioneryinMalaysiawas AUD 632millionin2013. 4.2 SUGARCONFECTIONERY PREMIUM RETAIL MARKET FIGURE 5: MAJOR SUGAR CONFECTIONERY BRANDS IN THE MALAYSIAN SELECTED TABLE 6: OVERVIEW OF PACKAGING AND PRICE POINT RANGES — SUGAR Sugar Confectionery Product Category Estimate: EuromonitoranddecisionAsia analysis 0.67–1.33 Price Rangein AUD 100–150g; mostcommon:150g Package SizeRange 9 . CONFECTIONERY candy overchewycandy. There isaperceivable trendtowardscandyoptionswithlowersugarcontent. trends inthepremiumsugar confectionerycategoryaregreenteacandies.Malaysians typicallypreferhard The majorflavoursusedinsugarconfectioneryarefruit mixes,cof 4.2.4 Producttrends retail marginsintherangeof8percent–15cent. MYR 2–4(AUD 0.67– AUD 1.33)per100grams.RetailersintheSelectedPremiumRetailMarketenjoy The averagepriceforsugarconfectioneryintheSelectedPremiumRetailMarketrangesbetween 4.2.3 Pricepoints between 100gramsand150grams,withgrampackagesbeingthemostcommonsize. The averagepackagesizeforimportedsugarconfectioneryintheSelectedPremiumRetailMarketranges 4.2.2 Packaging PICTURE 3: SHELF WITH SUGAR CONFECTIONERY AT TESCO MALAYSIA › › A fulllistofsurveyedretailpricesisavailableat Annex I. A fulllistofsurveyedpackagesizesisavailableat Annex I. fee, andmintflavours.Newproduct 23 AFGC MARKET INSIGHTS: MALAYSIA 24 AFGC MARKET INSIGHTS: MALAYSIA produced locallyisthrough3rdpartydistributors,whilelocalbrandsugarconfectionerymainlydistributed The typicalroutetothePremiumRetailMarketforimportedsugarconfectioneryandglobalbrandsthatare 4.2.7 Routestomarket However, importers ofsugarconfectioneryarerequiredtopayVAT of10percent. Following MAFTA’s entryintoforce,tariff dutiesonsugarconfectionerywereeliminatedin2013. 4.2.6 Trade barriers current promotions(activeduringthesurveyperiod). part oftheretailers’ tradingterms.OursurveyoftheSelectedPremiumRetailMarketscouldnotidentifyany in particularseasonalgiftpacks. Trade promotionandin-storearetypicallyrequiredform Common promotionsforsugarconfectioneryinthePremiumRetailMarketconsistoffreeproductsampling, 4.2.5 Marketingandpromotion confectionery sub-category. Our surveyhasfoundthatthePremiumHoReCachannelisnotsufficientlydevelopedforsugar ƒ ƒ Our surveyhasidentified: directly bythemanufacturers. A “RoutestoMarket”overviewforMalaysiaisprovidedatSection2.3.3. PICTURE 4: MARKENBURG MARSHMALLOWS PACKAGING WITH HALAL CERTIFICATION ƒ ƒ sugar confectionery. 5 distributorssupplyingtheMalaysianPremiumRetailMarketwithasignificantselectionofimported sugar confectionery. 5 retailersintheMalaysianSelectedPremiumRetailMarketwithasignificantselectionofimported Annexes II andIII. › An overviewandcontactdetailsforretailersdistributorsare availableat

10 Premium RetailMarket,includingpremiumimportedaswelllocalbrands. Figure 6setsouttheindicative“ShareofShelf”forcereal-basedbarsbrandsinMalaysianSelected 4.3.1 Keyplayersandbrands Market are setoutin Table 7. Average pricerangeandpackagesizeforcereal-basedbarsintheSelectedPremiumRetail The market isexpectedtogrowataCAGRof2–3percentoverthenext3years The totalPremiumRetailMarketsizeforcereal-basedbarsinMalaysiawas AUD 316millionin2013. 4.3 CEREAL-BASEDBARS RETAIL MARKET FIGURE 6: MAJOR CEREAL-BASED BARS BRANDS IN THE MALAYSIAN SELECTED PREMIUM TABLE 7: OVERVIEW OF PACKAGING AND PRICE POINT RANGES — CEREAL-BASED BARS Cereal-based Bars Product Category

Estimate: EuromonitoranddecisionAsia analysis 1.33–2.67 per100g Price Rangein AUD Individual bars:35–50g Boxes of5–6bars:180-300g Package SizeRange 10 . 25 AFGC MARKET INSIGHTS: MALAYSIA 26 AFGC MARKET INSIGHTS: MALAYSIA 4.3.3 Pricepoints per individualbar. 180 gramsand300forpackagesof5to6bars,orbetween3550 The averagepackagesizeforcereal-basedbarsintheSelectedPremiumRetailMarketrangesbetween 4.3.2 Packaging with highsharesofshelfspaceareDorset,Kellogg’s, OatKrunchandJacob’s. Malaysia’s PremiumRetailMarketforcereal-basedbarsconsistsofimportedbrandsmainly. Keybrands distributors. A “RoutestoMarket”overviewforMalaysiaisprovidedatSection 2.3.3. The typicalroutetothePremiumRetailMarketforimported cereal-basedbarsisthrough3rdparty 4.3.7 Routestomarket However, importers ofcereal-basedbarsarerequiredtopayVAT of10percent. Following MAFTA’s entryintoforce,tariff dutiesoncereal-basedbarswere eliminatedin2013. 4.3.6 Trade barriers Selected PremiumRetailMarketscouldnotidentifyanypromotions(activeduringthesurveyperiod). Cereal-based barsarenotheavilypromotedintheMalaysianPremiumRetailMarket.Oursurveyof 4.3.5 Marketingandpromotion with major demandcomingfromforeigners,studentsandtheelderlypopulation. Increasing dietconsciousnessisnowdrivingthesalesofcerealbarsinPremiumRetailMarket, The majorflavoursusedincereal-basedbarsarefruit(particularlyapricot),&nutorchocolate. 4.3.4 Producttrends enjoy retail marginsintherangeof8percent–15cent. MYR 4–8(AUD 1.33– AUD 2.67)per100grams.RetailersintheSelectedPremiumRetailMarket The averagepriceforcereal-basedbarsintheSelectedPremiumRetailMarketrangesbetween › › A fulllistofsurveyedretailpricesisavailableat Annex I. A fulllistofsurveyedpackagesizesisavailableat Annex I. bars sub-category. Our surveyhasfoundthatthePremiumHoReCachannelisnotsufficientlydevelopedforcereal-based ƒ ƒ Our surveyhasidentified: PICTURE 5: CEREAL-BASED BARS AT THE STORE ƒ ƒ cereal-based bars. 1 distributorsupplyingtheMalaysianPremiumRetailMarketwithasignificantselectionofimported selection ofimportedcereal-basedbars. 5 retailersintheMalaysianSelectedPremiumRetailMarketcarryingcereal-basedbarswithasignificant Annexes II andIII. › An overviewandcontactdetailsforretailersdistributorsareavailableat

27 AFGC MARKET INSIGHTS: MALAYSIA 28 AFGC MARKET INSIGHTS: MALAYSIA 5 11 sub‑categories aresetoutin Table 8. Malaysia was AUD 1.37billionin2013. beverage sub-categories. The totalPremiumRetailMarketsizeofthesebeverageproductcategoriesin For thepurposeofthisreport,category“Beverages”coversfruitjuice,teaandpremiumcold TABLE 8: CHARACTERISTICS OF SURVEYED BEVERAGE CATEGORIES Beverages Premium Cold Tea Fruit Juice Sub-Category

Estimate: EuromonitoranddecisionAsia analysis

BEVERAGES 2202 0902 2009 HS Code carbonated drinks tea), premiumnon-cola to-drink tea(e.g.iced Energy Drinks,Ready- warm beverage Tea forconsumptionas retailers. allocation atmajorpremium by examiningshelfspace For example,thisdone represent localtrends. Specific producttypesthat products current tradegrowth Description ofhighest 11 Average andpackagesizerangefortheselected pricerange 1.33–1.67 Locally produced: Imported: 1.67–2.67 AUD Price Rangein 1.67–3.33 perlitre Milk-based: 0.67–1.33 perlitre tea-based: Isotonic and 4.00–7.67 per100g other flavours: Herbal fruitand 1.67–2.33 per100g (e.g. blackandmilk): Traditional flavours

containers present) 1 litre(some2.4 Range Package Size beverages: 1–1.5l Large sizebottled 250–500ml bottled beverages: Small size 240–300ml Canned beverages: 50–200g

12 Retail Market,includingpremiumimportedaswelllocalbrands. Figure 7setsouttheindicative“ShareofShelf”forfruitjuicebrandsinMalaysianSelectedPremium 5.1.1 Keyplayersandbrands out in Table 9. Average pricerangeandpackagesizeforfruitjuiceintheSelectedPremiumRetailMarketareset expected togrowataCAGRof12–15percentoverthenext3years. The totalPremiumRetailMarketsizeforfruitjuiceinMalaysiawas AUD 316millionin2013. The marketis 5.1 FRUITJUICE RETAIL FIGURE 7: MAJOR FRUIT JUICE BRANDS IN THE MALAYSIAN SELECTED PREMIUM TABLE 9: OVERVIEW OF PACKAGING AND PRICE POINT RANGES — FRUIT JUICE Fruit Juice Product Category

Estimate: EuromonitoranddecisionAsia analysis

MARKET Locally produced:1.33–1.67 Imported: 1.67–2.67 Price Rangein AUD 12

containers present) 1 litre(some2.4 Package SizeRange 29 AFGC MARKET INSIGHTS: MALAYSIA 30 AFGC MARKET INSIGHTS: MALAYSIA however, isalsoavailablein2.4litrecontainers. The standardpackagesizeforfruitjuiceintheSelectedPremiumRetailMarketis1litre.Berrijuice, 5.1.2 Packaging since theyare verypricecompetitiveascomparedtootherimportedbrands. However, are bothproducedlocally. LeadingimportedbrandsareFlorida, Tropicana (US)andDimes(Turkey). The PremiumRetailandHoReCaMarketsaredominatedbytheSunkistMarigoldbrandsthat Premium HoReCaMarkethavea5percent–10cent margin. Market enjoyretailmarginsintherangeof8percent–15 percent.HoReCaplayersintheSelected average pricebetweenMYR4–5(AUD1.33– AUD 1.67)perlitre.RetailersintheSelectedPremiumRetail (AUD 1.67– AUD 2.67) perlitre.LocallyproducedfruitjuiceintheSelectedPremiumRetailMarkethasan The averagepriceforimportedfruitjuiceintheSelected PremiumRetailMarketrangesbetweenMYR5–8 5.1.3 Pricepoints PICTURE 6: MARIGOLD JUICE PACKAGING › › A fulllistofsurveyedpackagesizesisavailableat Annex I. A fulllistofsurveyedretailpricesisavailable at Annex I. Thai juice brandsareexpectedtobecomemuchstrongerplayersinthenextfewyears,

ƒ ƒ Our surveyhasidentified: Section 2.3.3. in somecasesdirectlybythemanufacturers. A “RoutestoMarket”overviewforMalaysiaisprovidedat through 3rdpartydistributors.Localbrandfruitjuiceisalsodistributeddistributors,but The typicalroutetothePremiumaswellHoReCaMarketforimportedfruitjuiceis 5.1.7 Routestomarket fruit juicearerequiredtopayVAT of10percent. Following MAFTA’s entryintoforce,tariff dutiesonfruitjuicewereeliminated in2013.However, importersof 5.1.6 Trade barriers Selected PremiumRetailMarketshasidentifiedonepromotion(activeduringthesurveyperiod). Especially forproductintroduction,retailersrequireextensivepromotionalactivities.Oursurveyofthe Trade promotionandin-storeare typicallyrequiredandformpartoftheretailers’ tradingterms. free smalljuicepackstointroducenewflavoursorpricepromotionssuchas“buy2andgetoneforfree”. Common promotionsforfruitjuiceinthePremiumRetailMarketconsistofproductsamplingform 5.1.5 Marketingandpromotion and “richin Vitamin C”. health claimsusedinthePremiumRetailMarketforfruitjuicesare:“nosugaradded”,preservatives”, apple andcranberry).Ingeneral,Malaysiansprefersweetflavoursoversourortangyflavours.Major such asaloe veraorcranberryjuicemixedwithtraditionalflavours(e.g.grapeand Retail shelves. An emergingtrendhasbeentheadditionofhealthyorfunctionalingredientstofruitjuices, However, thereare alsosignificantamountsofcranberry, mangoandgrapejuiceonthePremium flavour. The demandfororangejuicewithoutpulpissignificantlyhigherthancontainingpulp. apple, pineapple,pinkguavaandmixedfruitvegetable,withorangebeingthemostpopular The majorflavoursusedinfruitjuicesoldthePremiumRetailandHoReCaMarketsareorange, 5.1.4 Producttrends ƒ ƒ selection ofimportedfruitjuice. 4 distributorssupplyingtheMalaysianPremiumRetailMarket andtheHoReCaindustrywithasignificant selection ofimportedfruitjuice. 5 retailersand4HoReCaplayersintheMalaysianSelected PremiumRetailMarketwithasignificant › Thedetailsofpromotionsidentifiedduringthesurveyperiodareavailableat Annex I. 31 AFGC MARKET INSIGHTS: MALAYSIA 32 AFGC MARKET INSIGHTS: MALAYSIA Table 10. Average pricerangeandpackagesize rangeforteaintheSelectedPremiumRetailMarketaresetout expected togrowataCAGRof4–7percentoverthenext3years. The totalPremiumRetailMarketsizeforteainMalaysiawas AUD 211 millionin2013. The marketis 5.2 TEA 13 PICTURE 7: FRUIT JUICE DISPLAY AT JUSCO TABLE 10: OVERVIEW OF PACKAGING AND PRICE POINT RANGES - TEA Tea Product Category

Estimate: EuromonitoranddecisionAsia analysis Herbal fruitandotherflavours: and milk):1.67–2.33per100g Traditional flavours(e.g.black Price Rangein AUD 4.00–7.67 per100g 13 50–200g Package SizeRange

200 grams. The averagepackagesizeforteaintheSelectedPremiumRetailMarketrangesbetween50gramsand 5.2.2 Packaging brands suchasLipton, Twinings andDilmahmainly. and Dilmah thelocalbrandsBOHSabah. The PremiumHoReCaMarketisledbyinternational The PremiumRetailMarketisdominatedbytheinternationalbrandsLipton(Yellow Label), Twinings, Market, includingpremiumimportedaswelllocalbrands. Figure 8setsouttheindicative“ShareofShelf”forteabrandsinMalaysianSelectedPremiumRetail 5.2.1 Keyplayersandbrands FIGURE 8: MAJOR TEA BRANDS IN THE MALAYSIAN SELECTED PREMIUM RETAIL MARKET › A fulllistofsurveyed packagesizesisavailableat Annex I. 33 AFGC MARKET INSIGHTS: MALAYSIA 34 AFGC MARKET INSIGHTS: MALAYSIA 5.2.4 Producttrends players inthe SelectedPremiumHoReCaMarkethavea5percent–10centmargin. Selected Premium RetailMarketenjoyretailmarginsintherangeof8percent–15cent.HoReCa passion fruit, rangesbetweenMYR12–23(AUD4.00– AUD 7.67)per100grams.Retailersinthe The averageprice forteawithmoreherbaland“exotic”orfruitflavourssuchasmango (AUD 1.67– AUD 2.33)per100gramsfortraditionalflavourssuchasblackteasandmilkteas. The averagepriceforteaintheSelectedPremiumRetailMarketrangesbetweenMYR5–7 5.2.3 Pricepoints ƒ ƒ Our surveyhasidentified: Section 2.3.3. produced teaisthrough3rdpartydistributors. A “RoutestoMarket”overviewforMalaysiaisprovidedat The typicalroutetothePremiumRetailMarketandHoReCaforimportedlocally 5.2.7 Routestomarket are requiredtopayVAT of10percent. Following MAFTA’s entryintoforce,tariff dutiesonteawereeliminatedin 2013.However, importers oftea 5.2.6 Trade barriers the Malaysianmarket. imported fruitflavouredteaswithappleandberryflavours.Liptonrecentlylaunchedthesetwoflavoursin tea), EarlGrey, EnglishBreakfast,green,Jasmine,milkandgingerteas.Newflavourtrendsinclude Most popularteaflavoursintheMalaysianPremiumRetailMarketare“The 5.2.5 Marketingandpromotion launched thesetwoflavours). imported fruitflavouredteaswithappleandberryflavourscurrentlybeingverysuccessful(Liptonrecently tea), EarlGrey, EnglishBreakfast,green,Jasmine,milkandgingerteas.Newflavourtrendshoweverare Most popularteaflavoursintheMalaysianPremiumRetailMarketare“The ƒ ƒ significant selectionofimportedtea. 2 distributorssupplyingtheMalaysianPremiumRetailMarket andthePremiumHoReCaMarketwitha selection ofimportedtea. 5 retailersandHoReCaplayersintheMalaysianSelected PremiumRetailMarketwithasignificant › A fulllistofsurveyedretailpricesisavailableat Annex I. Tarik” (traditionalMalaysian Tarik” (traditionalMalaysian

PICTURE 8: TEA SHELF DISPLAY AT TESCO MALAYSIA › ƒ ƒ Austrade Insights A fulllistofsurveyedretailpricesisavailableat Annex I. ƒ ƒ Imports fromIndiaandSriLankaarecurrentlythemostcompetitive,duetolowerpricing. imported teasthatareperceivedasbeingsafe. With remainingfoodsafetyconcernsandthefearofpesticidesinteas,thereismoredemandfor

35 AFGC MARKET INSIGHTS: MALAYSIA 36 AFGC MARKET INSIGHTS: MALAYSIA such asRevive,PowerChamp andExcel8,aswelllocallyproducedmilk-based RTD drinkssuch as The PremiumRetailMarketforpremiumcoldbeverages isdominatedbylocallyproducedisotonicdrinks Selected PremiumRetailMarket,includingpremiumimportedaswelllocalbrands. Figure 9setsouttheindicative“ShareofShelf”forpremiumcoldbeveragebrandsinMalaysian 5.3.1 Keyplayersandbrands 14 Energy drinkbrandsdonot have asignificantshareofshelfspaceinthePremium Retail Market. Tongkat Ali Café,PearlCaféandMilo.IntheRTD teasegment,DrinhoChrysanthemum Tea isverypopular. Market aresetoutin Table 11. Average pricerangeandpackagesizeforpremiumcoldbeveragesintheSelectedPremiumRetail The marketisexpectedtogrowataCAGRof10–12percentoverthenext3years. The totalPremiumRetailMarketsizeforpremiumcoldbeveragesinMalaysiawas AUD 842millionin2013. 5.3 PREMIUMCOLDBEVERAGES(NON-ALCOHOLIC) PREMIUM RETAIL MARKET FIGURE 9: MAJOR PREMIUM COLD BEVERAGES BRANDS IN THE MALAYSIAN SELECTED COLD TABLE 11: OVERVIEW OF PACKAGING AND PRICE POINT RANGES — PREMIUM Premium ColdBeverages Product Category

Estimate: EuromonitoranddecisionAsia analysis

BEVERAGES Milk-based: 1.67–3.33perlitre 0.67–1.33 perlitre Isotonic andtea-based: Price Rangein AUD

Large sizebottledbeverages:1–1.5l 250–500ml Small sizebottledbeverages: Canned beverages:240–300ml Package SizeRange 14 (active duringthesurveyperiod). sampling. However, oursurveyoftheSelectedPremiumRetailMarketscouldnotidentifyanypromotions Common promotionsforpremiumcoldbeveragesinthePremiumRetailMarketconsistofproduct 5.3.5 Marketingandpromotion and stimulatecelltissuegrowth. (contain activeingredientsfromnestsmadebyswiftletbirds). These areclaimedtobegoodfordigestion with addedhealthclaimssuchasvitaminwaters(e.g. YOU-C 1000),milkteasorBird’s Nestbeverages particularly successfulintheMalaysianPremiumRetailMarket.Mostrecently, demandhasgrownfordrinks lead thePremiumRetailMarketsegment.Milk-basedcoffee orchocolatepremiumcoldbeveragesare Milk-based coffee andchocolate,isotonicicedtea(especiallychrysanthemum)RTD beverages 5.3.4 Producttrends Selected PremiumRetailMarketenjoyretailmarginsintherangeof5percent–12cent. premium coldbeveragesrangesbetweenMYR5–10(AUD1.67– AUD 3.33)perlitre.Retailersinthe Market rangesbetweenMYR1.70–4(AUD0.67– AU D1.33)perlitre. The averagepriceformilk-based The averagepriceforisotonicandtea-basedpremiumcoldbeveragesintheSelectedPremiumRetail 5.3.3 Pricepoints smaller sizebottledbeverages,andbetween1litre1.5litresforlargebeverages. between 240mlto300forcannedbeverages(e.g.MiloandDrinho),250500 The averagebottleorcansizeforpremiumcoldbeveragesintheSelectedPremiumRetailMarketranges 5.3.2 Packaging › › › Thedetailsofpromotionsidentifiedduringthesurvey periodareavailableat Annex I. A fulllistofsurveyedretailpricesisavailableat Annex I. A fulllistofsurveyedpackagesizesisavailableat Annex I. 37 AFGC MARKET INSIGHTS: MALAYSIA 38 AFGC MARKET INSIGHTS: MALAYSIA beverage sub-category. Our surveyhasfoundthatthePremiumHoReCachannelisnotsufficientlydevelopedforpremiumcold ƒ Our surveyhasidentified: manufacturers. A “Routes toMarket”overviewforMalaysiaisprovidedatSection2.3.3. party distributors,whilelocallyproducedpremiumcoldbeveragesaretypicallydistributeddirectlybythe The typicalroutetothePremiumRetailMarketforimportedpremiumcoldbeveragesisthrough3rd 5.3.7 Routestomarket However, importersofpremiumcoldbeveragesarerequiredtopayVAT of10percent. Following MAFTA’s entryintoforce,tariff dutiesonpremiumcoldbeveragesphasedoutattheendof2013. 5.3.6 Trade barriers ƒ PICTURE 9: COFFEE-BASED PREMIUM COLD BEVERAGE AT TESCO MALAYSIA ƒ ƒ cold beverages. 5 distributorssupplyingtheMalaysianPremiumRetailMarketwithasignificantselectionofpremium cold beverages. 5 retailersintheMalaysianSelectedPremiumRetailMarketwithasignificantselectionofpremium Annex IIand III. › An overviewandcontactdetailsforretailersdistributorsareavailableat

6 16 15 in Table13. Average pricerangeandpackagesize rangeforbiscuitsintheSelectedPremiumRetailMarketaresetout expected togrowbetween4–5percentintotalforthenext3years. The totalPremiumRetailMarketsizeforbiscuitsinMalaysiawas AUD 947millionin2013. The marketis 6.1 BISCUITS set out in Table 12. 1.16 billion in2013. The totalPremiumRetailMarketsizeofthesebakedgoodsproductcategoriesinMalaysiawas AUD For thepurposeofthisreport,category“BakedGoods”coversbiscuitandbakingmixsub-categories. TABLE 12: CHARACTERISTICS OF SURVEYED BAKED GOODS CATEGORIES TABLE 13: OVERVIEW OF PACKAGING AND PRICE POINT RANGES – BISCUITS Biscuits Sub-Category Biscuits Product Category Baking Mixes

Estimate: EuromonitoranddecisionAsia analysis Estimate: EuromonitoranddecisionAsia analysis

BAKEDGOODS 190120 1905 HS Code 15 Average pricerangeandpackagesizefortheselectedsub-categoriesare and biscuits doughs forbreads,cakes Baking mixesandprepared Crisp savourybiscuits gingerbread, waffles,wafers) Sweet biscuits(excluding trade growthproducts Description ofhighestcurrent Price Rangein AUD 0.33–1.33 per100g 16 3.33–6.67 perkg per 100g 0.33–1.33 AUD Price Rangein 150–450g Package SizeRange

360–420g 150–450g Range Package Size 39 AFGC MARKET INSIGHTS: MALAYSIA 40 AFGC MARKET INSIGHTS: MALAYSIA and 415grams.Saltybiscuitpackagestendtobelarger thansweetbiscuitpackages. The averagepackagesizeforbiscuitsintheSelectedPremium RetailMarketrangesbetween150grams 6.1.2 Packaging the saltybiscuitssegmentareHwa Tai andJulie’s. (Mondelez Malaysia),Jacob’s (MondelezMalaysia)andRitzIndonesia).Stronglocalbrandsin The PremiumRetailMarketforsaltybiscuitsisledbylocallyproducedinternationalbrandslikeChipsmore and Lee. brands suchas Tiger (MondelezMalaysia),OreoIndonesia),andthelocalbrandsJulie’s The PremiumRetailMarketfor sweet biscuitsisdominatedbyIndonesian andlocallyproducedinternational Retail Market,includingpremiumimportedaswelllocalbrands. Figure 10setsouttheindicative“ShareofShelf”forbiscuitsbrandsinMalaysianSelectedPremium 6.1.1 Keyplayersandbrands RETAIL FIGURE 10: MAJOR BISCUITS BRANDS IN THE MALAYSIAN SELECTED PREMIUM › A fulllistofsurveyed packagesizesisavailableat Annex I.

MARKET 6 promotions (activeduringthesurveyperiod). of bonusproductsorpricediscounts.Oursurveythe Selected PremiumRetailMarketshasidentified Common promotionsforbiscuitsinthePremiumRetail Market consistofproductsampling,ortheprovision 6.1.5 Marketingandpromotion sufficiently developedforsweetbiscuits. In thePremiumHoReCaMarket,demandmainlyexistsforsavoury, cracker-typebiscuits—itisnotyet low cholesteroloptions. salty flavoursare“original”,vegetableandhighfibregrains.Newtrendscorn,oatorwheatbiscuits 80 percentofshelfspace.Majorflavoursusedinsweetbiscuitsarechocolate,peanutandbutter to growatafasterratethansaltybiscuitdemand,withsweetbiscuitseventuallyoccupyingclose biscuits beinginslightlyhigherdemand.Overthenextfewyears,demandforsweetisexpected The MalaysianPremiumbiscuitmarketoffers abalancedselectionofsweetandsaltybiscuit, withsweet 6.1.4 Producttrends due toanincreaseintheunderlyingpriceofingredients. have a5percent–10centmargin.Pricesareexpectedtoincreaseintheshortterm(next1–2years), margins intherangeof8percent–15cent.HoReCaplayersSelectedPremiumMarket (AUD 0.33– AUD 1.33)per100grams.RetailersintheSelectedPremiumRetailMarketenjoyretail The averagepriceforbiscuitsintheSelectedPremiumRetailMarketrangesbetweenMYR1–4 6.1.3 Pricepoints › › ƒ ƒ ƒ Austrade Insights Thedetailsofpromotionsidentifiedduringthesurvey periodareavailableat Annex I. A fulllistofsurveyedretailpricesisavailableat Annex I. ƒ ƒ ƒ There isalsoagrowinginterestforhealthybakedsnacks/biscuitschildren. sweet biscuits(eg.chocolateorcoated). Malaysians (adults)preferssavourysnacks/biscuits,however, thereisagrowinginterestfor being oneofthemostpopulartypessnacks. Malaysians areconsumingsnackfoodsonadailybasis,withbakedgoodssuchasbiscuits

. Popular

41 AFGC MARKET INSIGHTS: MALAYSIA 42 AFGC MARKET INSIGHTS: MALAYSIA ƒ ƒ Our surveyhasidentified: Section 2.3.3. produced biscuitsisthrough3rdpartydistributors. A “RoutestoMarket”overviewforMalaysiaisprovidedat The typicalroutetothePremiumRetailMarketandHoReCaforimportedlocally 6.1.7 Routestomarket biscuits arerequiredtopayVAT of10percent. Following MAFTA’s entryintoforce,tariff dutiesonbiscuitswereeliminated in2013.However, importersof 6.1.6 Trade barriers PICTURE 10: BISCUIT PROMOTION AT TESCO MALAYSIA ƒ ƒ significant selectionofimportedbiscuits. 4 distributorssupplyingtheMalaysianPremiumRetailMarketandHoReCawitha imported biscuits. 5 retailersintheMalaysianSelectedPremiumRetailMarketwithasignificantselectionof Annexes II andIII. › An overviewand contactdetailsforretailersanddistributorsareavailableat

17 Premium Retail Market. Figure 11 setsouttheindicative“ShareofShelf”forbakingmixbrandsinMalaysianSelected 6.2.1 Keyplayersandbrands set outin Table 14. Average pricerangeandpackagesizeforbakingmixesintheSelectedPremiumRetailMarketare is expectedtogrowataCAGRof3-4percentoverthenext3years. was mixes inMalaysia The totalPremiumRetailMarketsizeforbaking AUD 211in 2013. million The market 6.2 BAKINGMIXES RETAIL FIGURE 11: MAJOR BAKING MIX BRANDS IN THE MALAYSIAN SELECTED PREMIUM TABLE 14: OVERVIEW OF PACKAGING AND PRICE POINT RANGES — BAKING MIXES Baking mixes Product Category

Estimate: EuromonitoranddecisionAsia analysis

MARKET 3.33-6.67 perkg Price Rangein AUD 17

360-420g Package SizeRange 43 AFGC MARKET INSIGHTS: MALAYSIA 44 AFGC MARKET INSIGHTS: MALAYSIA 360 grams and420grams. The averagepackagesizeforbakingmixesintheSelectedPremiumRetailMarketrangesbetween 6.2.2 Packaging Premium RetailMarketisFFMBerhad(PPBGroup,cakesmixes). like WhiteWingshaveonlysmallsharesofshelfspace. A localbrandthatispresentthroughoutthe produced locally)andIndonesianbrandHAAN(cakemixes,inIndonesia.OtherWestern brands Pillsbury (GeneralMills,cakeandbreadmixes,manufacturedinIndia)theFilipinobrandNona(cake The MalaysianPremiumRetailMarketforbakingmixesisledbyinternationalbrandssuchastheUSbrand Premium RetailMarketscouldnotidentifyanypromotions (activeduringthesurveyperiod). Baking mixesarenothighlypromotedintheMalaysian Premium RetailMarket.OursurveyoftheSelected 6.2.5 Marketingandpromotion chocolate cakemixes. Retail Marketisoccupiedbyplainandwholemealbreadmixesbananacake,aswellbutter increasing trendamongyoungerfemalesbakingathomeforconvenience.MostshelfspaceinthePremium Baking mixesarequitepopularinMalaysiaalready, butdemandis expectedtogrowfollowingthe 6.2.4 Producttrends in therangeof8percent–15cent. (AUD 3.33– AUD 6.67)perkilogram.RetailersintheSelectedPremiumRetailMarketenjoyretailmargins The averagepriceforbakingmixesintheSelectedPremiumRetailMarketrangesbetweenMYR10–20 6.2.3 Pricepoints › › ƒ Austrade Insights A fulllistofsurveyedpackagesizesisavailableat Annex I. ƒ A fulllistofsurveyedretailpricesisavailableat Annex I. baking areindemand. Masterchef andothercelebritychefsbaking TV shows.Bakingingredients andingredientsfor Home bakingasfamilyactivityisbecomingmorepopular, especiallyduetotheinfluenceof sub-category. MostPremiumHoReCaplayerspreparetheirownbakingmixes. Our surveyhasfoundthatthePremiumHoReCachannelisnotsufficientlydevelopedforbakingmixes ƒ ƒ Our surveyhasidentified: 3rd partydistributors. A “RoutestoMarket”overviewforMalaysiaisprovidedatSection2.3.3. The typicalroutetothePremiumRetailMarketforimportedandlocallyproducedbakingmixesisthrough 6.2.7 Routestomarket However, importers ofbakingmixesarerequiredtopayVAT of10percent. Following MAFTA’s entryintoforce,tariff dutiesonbakingmixeswereeliminatedin2013. 6.2.6 Trade barriers PICTURE 11: CAKE BAKING MIX DISPLAY AT AEON BIG ƒ ƒ baking mixes. 1 distributorsupplyingtheMalaysianPremiumRetailMarketwithasignificantselectionofimported baking mixes. 5 retailersintheMalaysianSelectedPremiumRetailMarketwithasignificantselectionofimported Annexes II andIII. › An overviewandcontactdetailsforretailersdistributorsare availableat

45 AFGC MARKET INSIGHTS: MALAYSIA 46 AFGC MARKET INSIGHTS: MALAYSIA 7 Market aresetoutin Table 16. Average pricerangeandpackagesize rangeforpremiumtablesauceintheSelectedPremiumRetail The marketisexpectedtogrowataCAGRof15–20percentoverthenext3years. The totalPremiumRetailMarketsizeforpremiumtablesaucesinMalaysiawas AUD 421millionin2013. 7.1 PREMIUMTABLESAUCES 19 18 sub-categories aresetoutin Table 15. Malaysia was AUD 474millionin2013. sub-categories. The totalPremiumRetailMarketsizeofthesecondimentsproductcategoriesin For thepurposeofthisreport,category“Condiments”coverspremiumtablesaucesandjams TABLE 16: OVERVIEW OF PACKAGING AND PRICE POINT RANGES — PREMIUM TABLE SAUCE TABLE 15: CHARACTERISTICS OF SURVEYED CONDIMENTS SUB-CATEGORIES Premium TableSauce Product Category Jams Sauces Premium Table Sub-Category

Estimate: EuromonitoranddecisionAsia analysis Estimate: EuromonitoranddecisionAsia analysis

CONDIMENTS 2007 2103 HS Code value flavoursineachmarket Jams —particularlyhighest focus on‘premium’ sauces tomato-based sauces,witha Table sauces,excluding trade growthproducts Description ofhighestcurrent 2.33–4.33 per100ml Imported, chili-based: Soy-based: 0.33–0.67per100g produced: 1.00–3.33per100g Locally andIndonesian Price Rangein AUD 18 Average pricerangeandpackagesizefortheselected

1.00–3.33 per Locally produced: 100ml 2.33–4.33 per Imported: AUD Price Rangein 100g 0.67–1.33 per 100g 0.33–0.67 per Soy-based: 100g Chili-based: 60–150ml 250–500g Package SizeRange

19

100–200ml Range Package Size 170–400g

250 gramsand500grams,between60ml150ml forchili-basedsauces. The averagebottlecontentforpremiumtablesauceintheSelectedPremiumRetailMarketrangesbetween 7.1.2 Packaging Lee KumKee. The strongestimportedbrandsare Tabasco (McIlhenny)andHeinz(Indonesia). and internationalbrandsproducedlocallysuchasLife,Kimball(Campbell’s Malaysia),Maggi(Nestle)and The premiumtablesaucessegmentintheMalaysianPremiumRetailMarketisdominatedbylocalbrands Premium RetailMarket,includingpremiumimportedaswelllocalbrands. Figure 12setsouttheindicative“ShareofShelf”forpremiumtablesaucebrandsinMalaysianSelected 7.1.1 Keyplayersandbrands PREMIUM RETAIL MARKET FIGURE 12: MAJOR PREMIUM TABLE SAUCE BRANDS IN THE MALAYSIAN SELECTED › A fulllistofsurveyed packagesizesisavailableat Annex I. 47 AFGC MARKET INSIGHTS: MALAYSIA 48 AFGC MARKET INSIGHTS: MALAYSIA 5 percent–10centmargin. the rangeof8percent–15cent.HoReCaplayersinSelectedPremiumRetailMarkethavea 2.33 – AUD 4.33)per100grams.RetailersintheSelectedPremiumRetailMarketenjoyretailmargins premium tablesauceinthePremiumRetailMarkethasanaveragepricerangebetweenMYR7–13(AUD based saucesrangesbetweenMYR1–2(AUD0.33– AUD 0.67)per100grams.Importedchili-based Market rangesbetweenMYR3–10(AUD1.00– AUD 3.33)per100grams. The averagepriceforsoy- The averagepriceforlocallyandIndonesianproducedpremiumtablesauceintheSelectedPremiumRetail 7.1.3 Pricepoints ƒ ƒ Our surveyhasidentified: manufacturers. A “RoutestoMarket”overviewforMalaysiaisprovidedatSection 2.3.3. table sauceisthrough3rdpartydistributors,whilelocallyproducedproductsaredistributeddirectlybythe The typicalroutetothePremiumRetailMarketandHoReCaforimported 7.1.7 Routestomarket However, importers ofpremiumtablesaucesarerequiredtopayVAT of10percent. Following MAFTA’s entryintoforce,tariff dutiesonpremiumtablesauces wereeliminatedin2013. 7.1.6 Trade barriers Selected PremiumRetailMarketscouldnotidentifyanypromotions(activeduringthesurveyperiod). Premium tablesaucearenothighlypromotedintheMalaysianRetailMarket.Oursurveyof 7.1.5 Marketingandpromotion Tabasco sauce. Mayonnaise-based saucesaremorecommoninthePremiumHoReCaMarket,additionto (Unilever Malaysia) andInaPaarman’s (South Africa) arethemostcommon brandsinthissegment. Mayonnaise‑based sauces(e.g.saladdressings)areinsmallbutgrowingdemand.Lady’s Choice table sauces. The majorflavourscurrentlyoffered arechili,soy, oyster, ginger, Thaiplum,andgarlic. Varieties of Asian flavoursremainmostpopularintheMalaysianPremiumRetailMarketforpremium 7.1.4 Producttrends ƒ ƒ significant selectionofimportedpremiumtablesauces. 2 distributorssupplyingtheMalaysianPremiumRetailMarket andthePremiumHoReCamarketwitha selection ofimportedpremiumtablesauces. 5 retailersandHoReCaplayersintheMalaysianSelected PremiumRetailMarketwithasignificant › A fulllistofsurveyedretailpricesisavailableat Annex I.

PICTURE 12: TABASCO SAUCE DISPLAY AT TESCO MALAYSIA Annexes II andIII. › ƒ ƒ ƒ Austrade Insights An overviewandcontactdetailsforretailersdistributorsare availableat ƒ ƒ ƒ may encourageconsumerpreferencetowardsthebrandoveritscompetitors. dressings, someproductadaptation(eg.taste/formula/etc)tosuitorappealthelocaltaste Though Malaysiansarerelativelyfamiliarwiththetasteofwesternstyletablesaucesandsalad locally producedcompetingproductsaregenerallylowerqualityintasteandtexture Salad sauceswithmayonnaiseareingrowingdemand(French, Thousand Islands,Ranch); traditional style saucesisverycrowded. with Malaysians nowlookingtoexperiencenewflavours;incontrast,themarketfor The Western stylepremiumtablesaucessegmentisexperiencingstronggrowth, 49 AFGC MARKET INSIGHTS: MALAYSIA 50 AFGC MARKET INSIGHTS: MALAYSIA Retail Market. Figure 13setsouttheindicative“ShareofShelf”forjambrandsinMalaysianSelectedPremium 7.2.1 Keyplayersandbrands 20 Table 17. Average pricerangeandpackagesizeforjamsintheSelectedPremiumRetailMarketaresetout expected togrowataCAGRof5–6percentoverthenext3years. The totalPremiumRetailMarketsizeforjamsinMalaysiawas AUD 53millionin2013. The marketis 7.2 JAMS FIGURE 13: MAJOR JAM BRANDS IN THE MALAYSIAN SELECTED PREMIUM RETAIL MARKET TABLE 17: OVERVIEW OF PACKAGING AND PRICE POINT RANGES — JAMS Jams Product Category

Estimate: EuromonitoranddecisionAsia analysis Imported: 0.67–1.33per100g 0.33–0.67 per100g Locally produced: Price Rangein AUD

20

400–510g Package SizeRange jams arerequiredtopayVAT of10percent. Following MAFTA’s entryintoforce,tariff dutiesonjamswereeliminatedin2013.However, importersof 7.2.6 Trade barriers Premium RetailMarketsidentifiedonepromotion(active duringthesurveyperiod). Typical promotionsforjamsinthePremiumRetailMarketarepricepromotions.OursurveyofSelected 7.2.5 Marketingandpromotion high demand. grape, blackcurrantandmixedfruits.InthePremiumHoReCaMarket,strawberryfruitsarein younger populationandexpatriates. The mostpopularflavourscurrentlyusedarestrawberry, pineapple, The traditionalMalaysiandietdoesnotincludeanyjam-typespreads—jamismostlyindemandamongthe 7.2.4 Producttrends Market havea5percent–10centmargin. retail marginsintherangeof8percent–15cent.HoReCaplayersSelectedPremiumRetail (AUD 0.67– AUD 1.33)forimportedjams.RetailersintheSelectedPremiumRetailMarketenjoy (AUD 0.33– AUD 0.67)per100gramsforlocallyproducedjams,andbetweenMYR2–4 The averagepriceforjamsintheSelectedPremiumRetailMarketrangesbetweenMYR1–2 7.2.3 Pricepoints and 510grams,with400gramjarsbeingthemostcommonsizejampackaging. The averagepackagingsizeforjamsintheSelectedPremiumRetailMarketrangesbetween340grams 7.2.2 Packaging that islocally producedEva(K&WCorp). St.DalfourandChivers. The strongestbrand Europe, e.g.DanishSelection,Movenpick,Smucker’s, produced byChabaa, Thailand. However, thereispresenceofmanyimportedjamsfromtheUSand brandLady’s Choicethatis The MalaysianPremiumRetailMarketforjamsisdominatedbyUnilever’s › › A fulllistofsurveyedpackagesizesisavailableat Annex I. A fulllistofsurveyedretailpricesisavailableat Annex I.

51 AFGC MARKET INSIGHTS: MALAYSIA 52 AFGC MARKET INSIGHTS: MALAYSIA ƒ ƒ Our surveyhasidentified: manufacturer directly. A “RoutestoMarket”overviewforMalaysiaisprovidedatSection2.3.3. jams isthrough3rdpartydistributors,whilelocallyproducedaremostlydistributedbythe The typicalroutetothePremiumRetailMarketandHoReCaforimported 7.2.7 Routestomarket

PICTURE 13: JAMS SHELF DISPLAY AT TESCO MALAYSIA ƒ ƒ significant selectionofimportedjams. 2 distributorssupplyingtheMalaysianPremiumRetailMarketandHoReCawitha selection ofimportedjams. 5 retailersand3HoReCaplayersintheMalaysianSelectedPremiumRetailMarketwithasignificant Annexes II andIII. › An overviewandcontactdetailsforretailersdistributorsareavailableat ANNEXES 54 AFGC MARKET INSIGHTS: MALAYSIA

ANNEX I — STORE CHECKS MALAYSIA

GIANT

Date collected: 5 Mar 2014 Store: The Cold Storage Store Address: Lingkaran Syed Putra, Mid Valley City, Kuala Lumpur, Federal Territory of Kuala Lumpur, Malaysia NB: full product information, including manufacturer, distributor and importer, is available in separate documents on the AFGC website www.afgc.org.au

PRODUCT PRICE TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY COMPARISON TOTAL Number of product in local currency, Brand of the (by 1gr, or (mention all flavour) Top 3 flavours display in the front row of the in grams based on sub-category 1ml) shelf. Please take photograph packsize Bake Goods Sweet Jacob Original, Hi-Cal Vegetable, Original, Hi-Cal Total 9 displays in 1 row. 180 g 3.7 RM 0.02 Biscuit Weetameal, Hi-Fibre, Hi-Iron, Vegetable, Hi-Fibre Low Sodium Hi-Fibre Sweet Oreo Oreo Chocolate, Oreo vanila, Oreo Choclate, 5 row's was full of oreo biscuit 274 g 6.3 RM 0.02 Biscuit Oreo Double Delight, Oreo Oreo Vanila and and in each row there were 10- Ice Cream Blueberry and Oreo Ice Cream 20 displays. Oreo Ice Cream Orange Orange. Sweet Tiger Tiger Sugar Crackers and Tiger Sugar only one row was filled with tiger 415 g 3.8 RM 0.01 Biscuit Cream Crackers Crackers and biscuits. Cream Crackers Sweet Julie's Sugar Crackers, Cream Sugar Crackers, There was 3 shelfs with 8 Julie 345 g 4.29 RM 0.01 Biscuit Crackers and Golden Cream Crackers biscuits display in a row Crackers and Golden Crackers Sweet CHIP MORE Double Choc, Original, Butter Hazal Nut, Original 4 shelfs with 14 display in a row. 250 g 4.15 RM 0.02 Biscuit Crunch, Less Sweet and and Less Sweet Hazal Nut PRODUCT PRICE TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY COMPARISON TOTAL Number of product in local currency, Brand of the (by 1gr, or (mention all flavour) Top 3 flavours display in the front row of the in grams based on sub-category 1ml) shelf. Please take photograph packsize Bake Goods Salty Biscuit Lagenda "Lemon Puff Marie Choc "Lemon Puff 12 in a row 350 g 3.45 RM 0.01 (continued) Chip Cracker Biscuit Marie Choc Chip" Finger Cream" Salty Julie's Cheese Crackers, Butter Cheese Crackers, 3 shelfs with 10 in a row up for 100 g 3.39 RM 0.03 Biscuits crackres and Wheat crackers Butter crackres and display Wheat crackers Salty Jacob Original, Hi-Cal Vegetable, Original, Hi-Cal Total 9 displays in 1 row. 180 g 3.7 RM 0.02 Biscuits Weetameal, Hi-Fibre, Hi-Iron, Vegetable, Hi-Fibre Low Sodium Hi-Fibre Hwa Tai Sugar Cracker, Vegetable, Vegetable, Naiyu Total 13 displays in 1 row. 400 g 3.95 RM 0.01 Original Mini Cracker, Naiyu Cracker, Siang Cracker, Siang Siang cream Siang cream cracker cracker "Hup Seng cream crackers cream crackers 4 in a row 200 g 3.9 RM 0.02 Cream Crackers" Bread GARDENIA Plain Bread, Butterscotch, Plain, Butterscotch 4 rows with 10 in each 400 g 4.2 RM 0.01 wholemeal, chocoraisin and and raisin oatmeal Raisin Oatmeal Bun Massimo Original, Whole Wheat Original Total 8 displays in 4 rows. 420 g 3.5 RM 0.01 Cake KEK PISANG Banana Cake Banana Cake Half row was displayed by 4 350 g 3.59 RM 0.01 (BANANA cakes CAKE) Bun FUJI BAKERY Honey Bahulu, coconut, Honey Bahulu, 1/2 shelf and 3 in a row fo 170 g 3.79 RM 0.02 kaya, red beans, and Coconut and Kaya display coconut kaya 55 AFGC MARKET INSIGHTS: MALAYSIA 56 AFGC MARKET INSIGHTS: MALAYSIA

PRODUCT PRICE TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY COMPARISON TOTAL Number of product in local currency, Brand of the (by 1gr, or (mention all flavour) Top 3 flavours display in the front row of the in grams based on sub-category 1ml) shelf. Please take photograph packsize Bake Goods Daily Fresh Corn, Butter, Red Bean, Red Bean, Potato, Total 14 displays in 4 rows. 300 g 2.8 RM 0.01 (continued) Coconut, Kaya, Potato, Raisin Raisin Butter Cake "Bunga Raya Original Original 3 Display in 1 Row 1000 g 4 RM 0.00 Mix Baking Baking Powder Powder" Sultana White Wings Original Original 2 Display in 1 Row 400 g 5.9 RM 0.01 Butter Loaf Raisin and INA Biscotti with almond, vanila Biscotti with 5 Display in 1 Row 1000 g "Biscotti 0.02 Bran Muffins PAARMAN'S cake, Raisin and Bran almond, vanila with kitchen Muffins cake, Raisin and almond Bran Muffins Rm 22.99 vanila cake Rm 25.99 Raisin and Bran Muffins Rm 29.99" Cake FFM Berhad Original Original 3 Display in 1 Row 1000 g 3.9 RM 0.00 Bakery Mix Moist Pillsbury "Lemon, Chocolate, Lemon, Chocolate, 8 displays in 3 rows 1040 g 12.99 RM 0.01 Supreme Pineapple, Strawberry, Pineapple Cake Mix Angel Food, Classic White, Classic Yellow, Devil's Food, Golden Butter Recipe, German Chocolate" PRODUCT PRICE TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY COMPARISON TOTAL Number of product in local currency, Brand of the (by 1gr, or (mention all flavour) Top 3 flavours display in the front row of the in grams based on sub-category 1ml) shelf. Please take photograph packsize Bake Goods Pancake In Hansells Chocolate Cream Chocolate Cream 2 Display in 1 Row 360 g 12.99 RM 0.04 (continued) A Flash Chocolates Vochelle Almonds, Hazelnuts, Mint&Almonds, Total 21 displays in 3 rows. 180 g 7.59 RM 0.04 Fruit&Nut, Dairy Milk, Dairy Milk, Dark Mint&Almonds, Blackcurrant, Chocolate Cranberry, Dark Chocolate Snackfoods Candy Sour Cherry Cherry nad lemon Cherry nad lemon 3 in a row 150 g 11.5 RM 0.08 Flavoured Gummy Candy Lot100 Strawberry, Orange, Grape, Grape, Apple, Total 14 in 2 rows 150 g 4.49 RM 0.03 Mango, Coke, Apple. Strawberry Candy Fox'x Mix fruit, berries, mentol and Mix fruit, barries 6 in half row 100 g 2.49 RM 0.02 lemon and mentol Candy Jelly Belly Grapes, Orange and Grapes, Orange 4 hang in a quarter row 100 g 2.2 RM 0.02 stawberry and stawberry Candy Creamy Orange and Lemon Orange and Lemon 6 packets hang in half row 100 g 2.8 RM 0.03

Cereal Bars Nature Valley Fruits & Nuts Fruits & Nuts 6 in a row 252 g 10.9 RM 0.04 crunchy Cereal Bars EMO MUSEI Fruits Fruits 4 in a row 75 g 4.35 RM 0.06 BARS Cereal Bars Carman's apricot, Classic, and almond apricot, Classic, 5 in half a row 180 g 12 RM 0.07 and almond 5-Cereal KELLOGG'S K Original and Oats & Honey Original and Oats 2 row's where 8 cereal were 235 g 14.99 RM 0.06 & Honey display in each row 4-Cereal DORSET Nuts, Honey, Roasted, Nuts, Fruity and 2 rows with 10 cereal's as a 600 g 22.9 RM 0.04 CEREALS Berries, Fruity, Classic Fruit Berries. display in a row roasted nuts & seeds, and high fiber 57 AFGC MARKET INSIGHTS: MALAYSIA 58 AFGC MARKET INSIGHTS: MALAYSIA

PRODUCT PRICE TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY COMPARISON TOTAL Number of product in local currency, Brand of the (by 1gr, or (mention all flavour) Top 3 flavours display in the front row of the in grams based on sub-category 1ml) shelf. Please take photograph packsize Beverages Fruite Juices Sunkist 100% Orrange Juice without Orrange Juice 14 Boxes in 2 Row 1000 ml 4.99 RM 0.005 fresh Juice Pulp and with Pulp.Apple without Pulp and Juice,Lemon Juice. with Pulp.Apple Juice,Lemon Juice Fruite Juices Tropicana Orrange Juice and Lemon Orrange Juice and 6 Bottels in 1 Row 1000 ml 6.79 RM 0.007 Orange Juice Juice Lemon Juice Fruite Juices Dimes Juice Cherry Juice,Pineapple Cherry 14 Boxes in 1 Row 1000 ml 7.69 RM 0.008 Juice,Mix Fruite Juice,Mix Juice,Pineapple Vegatble Juice,Orange Juice,Mix Fruite Juice,Prune Juice,Grape Juice, Juice Fruite Juices Florida Juice Ruby red,No Pulp Orrange Ruby red,No Pulp 8 Boxess in 1 Row 1000 ml 21.99 RM 0.022 Juice,With Pulp Orange Orrange Juice,With Juice,Lemon Juice Pulp Orange Juice,Lemon Juice Fruite Juices Peel Fresh Green Guava Juice,Pink Green Guava 12 Bottle in 2 Row 1000 ml 8.29 RM 0.008 Marigold Juice Guava Juice,Apple Juice,Pink Guava Juice,Lemon Juice,Orange Juice,Apple Juice Juice. Soy Drinks Country Home Soya Bean Milk Soya Bean Milk 4 Boxess in 1 Row 1000 ml 12.99 RM 0.013 Organic Soy Milk Soy Drinks Country Home Soya Bean Milk Soya Bean Milk 2 Boxess in 1 Row 1000 ml 7.49 RM 0.007 Organic Soy Milk Soy Drinks Soya Non Dairy Plain Soya without Dairy Milk Plain Soya without 2 Boxess in 1 Row 1000 ml 7.49 RM 0.007 Alternative dairy milk to Milk PRODUCT PRICE TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY COMPARISON TOTAL Number of product in local currency, Brand of the (by 1gr, or (mention all flavour) Top 3 flavours display in the front row of the in grams based on sub-category 1ml) shelf. Please take photograph packsize Beverages Soy Drinks Country Home Black Soya Bean Milk Black Soya Bean 2 Packets in 1 Row 500 g 23.89 RM 0.05 (continued) made Black Powder Milk Powder Organic Soy Milk Powder Soy Drinks Country Home Black Soya Bean Milk Black Soya Bean 2 Packets in 1 Row 500 g 25.89 RM 0.05 Organic Black Powder Milk Powder Soy Milk Powder Tea Dilmah Tea The pappermint Tea,Pure The pappermint 11 Boxess in 1 Row 200 g 9.5 RM 0.05 Ginger Tea,Green tea,Peach Tea,Pure Ginger Flovor Tea,Blueberry Flovor Tea,Green tea tea. Tea BOH The Tarik Milk Tea,Gingger Tea,Less Milk Tea,Gingger 4 Packets in 1 Row 60 g 13.9 RM 0.23 Sugar milk tea,Less Sugar Tea,Less Sugar gingger tea,Black Tea milk tea,Less Sugar gingger tea Tea Lipton The 3 in 1 Milk tea,2 in 1 black 3 in 1 Milk tea,2 in 4 Packets in 1 Row 100 g 15.9 RM 0.16 Tarik tea. 1 black tea. Tea Ali Tea Classic 3 in 1 Classic Milk Tea 3 in 1 Classic Milk 2 Packets in 1 Row 150 g 17.9 RM 0.12 Tea Tea Super Milk Tea 3 in 1 milk tea 3 in 1 milk tea 2 Packets in 1 Row 150 g 14.9 RM 0.10 Premium M-150 Original Flovour Original Flovour 3 Tin's in 1 Row 250 ml 4.9 RM 0.02 Cold Beverage Premium YOU.C1000 Original Flovour,Orange Original 6 Bottle in 1 Row 250 ml 6.49 RM 0.03 Cold Vitamin Orange Flavour Flovour,Orange Beverage Flavour 59 AFGC MARKET INSIGHTS: MALAYSIA 60 AFGC MARKET INSIGHTS: MALAYSIA

PRODUCT PRICE TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY COMPARISON TOTAL Number of product in local currency, Brand of the (by 1gr, or (mention all flavour) Top 3 flavours display in the front row of the in grams based on sub-category 1ml) shelf. Please take photograph packsize Beverages Premium Livita With original Flovour original Flovour 3 Tin's in 1 Row 250 ml 8.2 RM 0.03 (continued) Cold Honey Beverage Premium Ali Café Milk tea Flavour Milk tea Flavour 6 Tin's in 1 row 250 ml 4.85 RM 0.02 Cold Beverage Premium Pearl Cafe Milk tea Flavour Milk tea Flavour 13 Tin's in 1 Row 250 ml 3.8 RM 0.02 Cold (Kacip fatimah) Beverage Sauces/ Olive Oil Bertolli Dal Delicate Taste Delicate Taste 5 Bottle in 2 Row 500 ml 18.9 RM 0.04 Condiments/ 1865 Extra Spreads Light Olive Oil Extra Virgin Olive Oil Olive Oil 3 Bottle in 1 Row 500 ml 23.9 RM 0.05 Olive Oil Olive Oil Olive Extra Olive Oil Olive Oil 4 Bottle in 1 Row 500 ml 25.85 RM 0.05 Vergine Di Oliva Olive Oil FILIPPO mild and light mild and light Half a row with 7 bottle's as 500 g 19.49 RM 0.04 BERIO a display Olive Oil BORGES Olive oil and Extra light Olive oil and Extra 9 bottle's in half row as a display 500 g 20.49 RM 0.04 light Jams "Baxters Ginger and Chocolate Ginger and 3 in a row 400 g 7.45 RM 0.02 Rhubard& Chocolate Ginger Jam" Jams Ladys Choice Pineapple Pineapple 2 in a row 400 g 4.5 RM 0.01 Jams "Knotts Berry blackberry, wild berry, blackberry, wild 3 in a row 450 g 5.6 RM 0.01 Farm Pure blueberry and mix berries berry, blueberry Blackberry and mix berries Preserves" PRODUCT PRICE TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY COMPARISON TOTAL Number of product in local currency, Brand of the (by 1gr, or (mention all flavour) Top 3 flavours display in the front row of the in grams based on sub-category 1ml) shelf. Please take photograph packsize Sauces/ Jams Chivers Strawberry, Mixed Fruit, Total 10 in 1 row 340 g 8.7 RM 0.03 Condiments/ Blackcurrant, Raspberry, Spreads English Orange (continued) Fruit Spread DANISH Apricot, Beysenberry, Wild blueberry, 1 row with 14 display in a row 400 g 14.9 RM 0.04 SELECTION Orange, Raspberry, Wild raspberry and Blueberry, and Strawberry apricot Chilli Sauce Maggi Home thick chicken stock thick chicken stock 3 in a row 180 g 8.49 RM 0.05 Made Chicken Stock Chilli Sauce "InaPaarmans White sauce White sauce double in a row 120 g 24.99 RM 0.21 Kitchen White Sauce Powder" Chilli Sauce HEINZ Chilli Chilli Half row displayed with 5 bottle 320 g 4.3 RM 0.01 Chilli Sauce TABASCO Chipotle Pepper Sauce, Garlic Pepper half a row with 8–9 display of the 150 ml 10.69 RM 0.07 Green Pepper Sauce, Sauce, Chipotle sauce item Garlic Pepprer Sauce and Pepper Sauce Habanero Pepper Sauce and Green Pepper Sauce Sweet Imperial XO Dry compoi Dry compoi Total 8 in 1 row 210 g 24.9 RM 0.12 Sauce Sauce 61 AFGC MARKET INSIGHTS: MALAYSIA 62 AFGC MARKET INSIGHTS: MALAYSIA

TESCO EXTRA

Date collected: 2 Mar 2014 Store: Tesco Store Address: Tesco Stores (Malaysia) Sdn Bhd, Level 3, No.3, Jalan 7A/62A, Bandar Menjalara, 52200 Kuala Lumpur, Malaysia. NB: full product information, including manufacturer, distributor and importer, is available in separate documents on the AFGC website www.afgc.org.au

PRODUCT PRICE TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY COMPARISON TOTAL Number of product in local currency, Brand of the (by 1gr, or (mention all flavour) Top 3 flavours display in the front row of the in grams based on sub-category 1ml) shelf. Please take photograph packsize Bake Goods Sweet Oreo Oreo Chocolate, Oreo vanila, Oreo Choclate, 5 row's was full of oreo biscuit 274 g 6.3 RM 0.02 Biscuit Oreo Double Delight, Oreo Oreo Vanila and and in each row there were Ice Cream Blueberry and Oreo Ice Cream 10–20 displays. Oreo Ice Cream Orange Orange. Sweet Tiger Tiger Sugar Crackers and Tiger Sugar only one row was filled with tiger 415 g 4.99 RM 0.01 Biscuit Cream Crackers Crackers and biscuits. Cream Crackers Sweet Julie's Sugar Crackers, Cream Sugar Crackers, There was 3 shelfs with 8 Julie 345 g 4.29 RM 0.01 Biscuit Crackers and Golden Cream Crackers biscuits display in a row Crackers and Golden Crackers Sweet LEE Cheese, corn, peanut and Cheese, lemon puff 2 shelfs with 8 LEE biscuit's 100 g 2.15 RM 0.02 Biscuit lemon puff crackers and corn crackers display in each row Sweet CHIP MORE Double Choc, Original, Butter Hazal Nut, Original 4 shelfs with 14 display in a row 250 g 3.79 RM 0.02 Biscuit Crunch, Less Sweet and and Less Sweet Hazal Nut Salty RITZ RITZ Crackers RITZ Crackers 2 shelfs with 14 in a row 300 g 6.99 RM 0.02 Biscuits Salty Julie's Cheese Crackers, Butter Cheese Crackers, 3 shelfs with 10 in a row up for 100 g 3.39 RM 0.03 Biscuits crackres and Wheat crackers Butter crackres and display Wheat crackers PRODUCT PRICE TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY COMPARISON TOTAL Number of product in local currency, Brand of the (by 1gr, or (mention all flavour) Top 3 flavours display in the front row of the in grams based on sub-category 1ml) shelf. Please take photograph packsize Bake Goods Salty FILET BLEU Salty, Lemon, Sugar, Butter, Lemon, Chocolate 2 shelf's with 10 in a row for 130 g 17.9 RM 0.14 (continued) Biscuits Nuts, Chocolate and Bio and Salty display Salty LEE Cheese, corn, peanut, plain Plain, corn and 2 shelf's with 6 in a row 150 g 4.5 RM 0.03 Biscuits and lemon puff crackers lemon Salty MEIJI Plain Crackers Plain Crackers 2 shelf's with 10 in a row for 104 g 4.59 RM 0.04 Biscuits display Cake ALIMAZ Pandan Layer, Traditional Pandan Layer, 1 and 1/2 shelf for the display of 600 g 17.9 RM 0.03 Layer and Chocolate Layer Traditional Layer the layer cake and Chocolate Layer Bun FUJI BAKERY Honey Bahulu, coconut, Honey Bahulu, 1/2 shelf and 3 in a row fo 170 g 3.79 RM 0.02 kaya, red beans, and Coconut and Kaya display coconut kaya Bread GARDENIA Plain Bread, Butterscotch, Plain, Butterscotch 4 rows with 10 in each 400 g 4.2 RM 0.01 wholemeal, chocoraisin and and raisin oatmeal Raisin Oatmeal Bun MASSIMO chocolate, vanila, strawberry, chocolate, vanila Half row was displayed by 55 g 0.7 RM 0.01 and coffee and strawberry 4 buns Cake KEK PISANG Banana Cake Banana Cake Half row was displayed by 350 g 3.59 RM 0.01 (BANANA 4 cakes CAKE) 63 AFGC MARKET INSIGHTS: MALAYSIA 64 AFGC MARKET INSIGHTS: MALAYSIA

PRODUCT PRICE TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY COMPARISON TOTAL Number of product in local currency, Brand of the (by 1gr, or (mention all flavour) Top 3 flavours display in the front row of the in grams based on sub-category 1ml) shelf. Please take photograph packsize Snackfoods Chocolate Hershey's White chocolate with cookies White chocolate 2 row's with 8 chocolate display 146 g 11.7 RM 0.08 (continued) bar Kisses and milk chocolate with cookies and milk chocolate Chocolate Ferrero Rocher original original 1 row with 8–10 display of 300 g 48.2 RM 0.16 bar chocolate Chocolate Nestle KitKat KitKat bites, Crunch, and KitKat bites, 2 row with 6–7 display 25 g 6.69 RM 0.27 bar Chocolate Crunch, and Chocolate Chocolate Cadbury Roasted Almond, Chocolate, 7 row's with 5–9 display of 175 g 8.39 RM 0.05 bar Fruite&Nuts, Milk Chocolate, Roasted Almond chocolates Hazel Nut, Barries and and Barries chocolate Chocolate Van Houten Roasted Almond, Roasted Almond, Half shelf with 8 chocolate as a 150 g 8.2 RM 0.05 bar Fruite&Nuts, Milk Chocolate, Fruite&Nuts, and display and Hazel Nut Milk Chocolate Marshmallow MARKENBURG Chrispy Choco Chrispy Choco 3 rows with 6 in each as a 283 g 10.25 RM 0.04 display Sweet FRUITE PLUS Strawberry, Apple, Grape, Strawberry, Grapes 2 rows with 8 in a row as a 150 g 2.39 RM 0.02 Orange, Mango and Mint and Mint display Chocolate CHOKI CHOKI Chocolate and Chocomilk Chocolate and 1 row with 7 box's of Choki 150 g 1.39 RM 0.01 Paste Chocomilk Sweet and SOUR RIBBON Apple, and Strawberry Apple, and Half row with 5 box's of 40 g 2.3 RM 0.06 Sour Candy Strawberry Sour Ribbon Gummy YUPI Strawberry, Apple, and Iced Strawberry, Apple, 2 row's with 9 display in each 120 g 4.29 RM 0.04 Candies Cola, and Iced Cola, row Cereal QUAKER Cereal with berries Cereal with berries 1 row with 7 cereal as a display 370 g 15.59 RM 0.04 (LIFE) PRODUCT PRICE TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY COMPARISON TOTAL Number of product in local currency, Brand of the (by 1gr, or (mention all flavour) Top 3 flavours display in the front row of the in grams based on sub-category 1ml) shelf. Please take photograph packsize Snackfoods Cereal POST Cranberry almond crunch, Cranberry almond 1 row with 6 cereal as a display 450 g 18.99 RM 0.04 raisins, dates & pecans, and crunch, raisins, banana nut crunch dates & pecans, and banana nut crunch Cereal DORSET Nuts, Honey, Roasted, Nuts, Fruity and 2 rows with 10 cereal's as a 600 g 22.9 RM 0.04 CEREALS Berries, Fruity, Classic Fruit Berries. display in a row roasted nuts & seeds, and high fiber Cereal KELLOGG'S K Original and Oats & Honey Original and Oats 2 row's where 8 cereal were 235 g 14.99 RM 0.06 & Honey display in each row Beverages Fruite Juices Marigold Mixed Apple Cranberry, Mixed Apple 2 row's with 11 juice for display 1 liter 5.39 RM 5.39 Apple juice, and mixed apple Cranberry, Apple Grape juice, and mixed apple Grape, Fruite Juices VeGood Purple Carrot & Fruite, Orange & Mango, 1 row with 8 juice for display 1 liter 4.49 RM 4.49 Purple Carrot & Cranberry, Purpal Carrot & Vegetable & Fruit, Carrot Blackcurrant and & Fruit, Purple Carrot & Purple Carrot & Blackcurrant and Orange cranberry. & Mango Fruite Juices BERRI Apple and Apple & grapes Apple and Apple & 1 row with 6 juice bottle's 2.4 liter 12.99 RM 5.41 grapes for display Fruite Juices SUNSWEET Prune Juice Prune Juice Half a row with 4 bottle 2.4 liter 11.99 RM 5.00 for display Fruite Juices WELCH's Grapes Juice Grapes Juice Half a row with 3 bottle 473 ml 8.19 RM 0.02 for display 65 AFGC MARKET INSIGHTS: MALAYSIA 66 AFGC MARKET INSIGHTS: MALAYSIA

PRODUCT PRICE TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY COMPARISON TOTAL Number of product in local currency, Brand of the (by 1gr, or (mention all flavour) Top 3 flavours display in the front row of the in grams based on sub-category 1ml) shelf. Please take photograph packsize Beverages Soy Drinks V-SOY Multi-Grain and Original Multi-Grain and 1 full row with 11 soya juice 1 ml 3.99 RM 3.99 (continued) Original for display Soy Drinks HOME SOY Soya Brown Sugar and Soya Soya Brown Sugar 1 full row was displayed with 9 1 liter 5.99 RM 5.99 Original and Soya Original soya drinks Soy Drinks Yeo's (SOY Soya Original and Soya with Soya Original full 2 row with 12 soya drinks 1 liter 3.99 RM 3.99 RICH) No Sugar Added and Soya with as display No Sugar Added Soy Drinks Drinho Original Original 1 row with 11 soya drinks display 1 liter 4.99 RM 4.99 Soy Drinks MARIGOLD Original Original Half row with 5 soya 1 liter 2.99 RM 2.99 (SOYA BEAN) drink display Tea LIPTON Original, peppermint and Original, 3 row's and 8 in each as 200 g 13.99 RM 0.07 Apple peppermint and a display Apple Tea BOH Mango, Passion Fruit, Gold Original tea, 3 row's with 11 in each 50 g 7.99 RM 0.16 Blend and original tea Mango and as display Passion fruit Tea DILMAH English Breakfast, Earl Grey, English Breakfast, 1 row display 13 tea's 40 g 9.5 RM 0.24 and Green Tea Earl Grey, and Green Tea Tea JONES Mint Green Tea, and Mint Green Tea, 1 row with 9 display of tea's 50 g 10.9 RM 0.22 Hibiscus Tea and Hibiscus Tea Tea TWININGS Jamine tea, Strawberry & Strawberry, 1 row display with 16 tea packs 25 g 15.5 RM 0.62 Mango, Pure peppermint, Camomile and Pure Camomile, Lady Grey Earl grey tea tea, english breakfast tea and earl grey tea Sport Drink REVIVE Isotonic Drink Isotonic Drink 4 rows with 15 bottle's as display 1.5 liter 2.69 RM 1.79 Sport Drink POWER Isotonic Drink Isotonic Drink 1 row with 16 pack of tin's in 2.5 liter 4.48 RM 1.79 CHAMP a row PRODUCT PRICE TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY COMPARISON TOTAL Number of product in local currency, Brand of the (by 1gr, or (mention all flavour) Top 3 flavours display in the front row of the in grams based on sub-category 1ml) shelf. Please take photograph packsize Beverages Energy Power Root Ginseng Tongkat Ali Ginseng Tongkat Display in half a row with 7 tins 250 ml 2.69 RM 0.01 (continued) Drink (Tongkat Ali) Ali Sport Drink EXCEL8 Kola Kola 1 row with 15 bottle's of drink 1.5 liter 2.5 RM 1.67 on display 5-Sport's MADURIA Isotonic Drink Isotonic Drink Half a row with 3 bottle 1.25 liter 2.5 RM 2.00 Drink (ISONIC) for display Sauces/ Olive Oil FILIPPO mild and light mild and light Half a row with 7 bottle's as 500 g 19.49 RM 0.04 Condiments/ BERIO a display Spreads Olive Oil BORGES Olive oil and Extra light Olive oil and Extra 9 bottle's in half row as a display 500 g 20.49 RM 0.04 light Olive Oil BASSO Olive oil Olive oil Half a row with 7 bottle's as 1000 ml 39.49 RM 0.04 a display Olive Oil BERTOLLI Olive oil classic and mild Olive oil classic Half a row with 6 bottle's as 500 ml 24.99 RM 0.05 and mild a display Olive Oil COLAVITA Extra Virgin Olive oil, Extra Virgin Olive 2 row's with 12 is displayed in 1000 ml 21.49, RM 0.04 Mediterranean, and Olive oil, oil, Mediterranean, each row 24.49, and Olive oil, 30.99, 39.99 and 40.49 (varies from the type of olive oil it is) Jam MOVENPICK Strawberry, Nenas, Orange, Strawberry, mango 13 as display in 1 row 450 g 11.3 RM 0.03 Apple, Barries, Grapes and and mix fruit Mix fruit and Mango 67 AFGC MARKET INSIGHTS: MALAYSIA 68 AFGC MARKET INSIGHTS: MALAYSIA

PRODUCT PRICE TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY COMPARISON TOTAL Number of product in local currency, Brand of the (by 1gr, or (mention all flavour) Top 3 flavours display in the front row of the in grams based on sub-category 1ml) shelf. Please take photograph packsize Sauces/ Jam EVA Multifruit Jam, Strawberry, Nenas, Grapes, 2 row's with 19–20 display jam 450 g 4.5 RM 0.01 Condiments/ Nenas,Grapes, Berries, Orange and in a row Spreads and Orange Strawberry. (continued) Fruit Spread ST. DALFOUR mix fruits, Strawberry, Strawberry, grapes 2 row's with 19–20 display jam 284 g 7.99 RM 0.03 FRANCE Orange, Grapes and apricot and mix fruit in a row Fruit Spread DANISH Apricot, Beysenberry, Wild blueberry, 1 row with 14 display in a row 400 g 14.9 RM 0.04 SELECTION Orange, Raspberry, Wild raspberry and Blueberry, and Strawberry apricot Jam LADY's Nenas,Strawberrya and Nenas,Strawberrya 1 row with 18–20 display in 400 g 6.9 RM 0.02 CHOICE mix fruits and mix fruits a row Chilli Sauce KIMBALL Chilli Chilli 3 row's with 20–25 bottle's in 500 g 2.49 RM 0.005 a row Chilli Sauce HEINZ Chilli Chilli Half row displayed with 5 bottle 320 g 4.3 RM 0.01 Chilli Sauce LIFE Chilli, tomato, garlic mix chilli Chilli, thai chilli and 3 row's with 20–25 bottle's in 500 g 3.29 RM 0.01 and thai chilli tomato a row Chilli Sauce MAGGI Chilli, tomato, garlic mix chilli Chilli, garlic mix 1 and half row with 10–15 500 g 2.49 RM 0.005 and thai chilli chilli and tomato bottle's display Chilli Sauce TABASCO Chipotle Pepper Sauce, Garlic Pepper half a row with 8–9 display of the 150 ml 10.69 RM 0.07 Green Pepper Sauce, Sauce, Chipotle sauce item Garlic Pepprer Sauce and Pepper Sauce Habanero Pepper Sauce and Green Pepper Sauce AEON BIG

Date collected: 2 Mar 2014 Store: Aeon Big Store Address: AT1 Mid Valley Megamall, Mid Valley City, 58000 Kuala Lumpur. NB: full product information, including manufacturer, distributor and importer, is available in separate documents on the AFGC website www.afgc.org.au

PRODUCT PRICE TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY COMPARISON TOTAL Number of product in local currency, Brand of the (by 1gr, or (mention all flavour) Top 3 flavours display in the front row of the in grams based on sub-category 1ml) shelf. Please take photograph packsize Bake Goods Sweet Tiger Biscuit Peanut Chocolate, Peanut, Peanut, Milk, 8 Packet in 40 Row. 149 g 2.25 RM 0.02 Biscuit Milk, Chocolate. Chocolate. Sweet Oreo Biscuit Choco, Original, Blueberry Choco, Original, 10 Packet in 3 Row 137 g 2.9 RM 0.02 Biscuit Ice cream, Vanilla, Peanut butter & Choco Sweet "Chipsmore" Double Choc, Butter Crunch, Original, Hazelnut, 8 Packet in 4 Row. 180 g 3.59 RM 0.02 Biscuit Original, Less Sweet, Double Choc Hazelnut Sweet Chips Choc ? ? 2 Packet in 1 Row 200 g 2.79 RM 0.01 Biscuit Sweet Chippy Chip Butter with choc chips Butter with 2 Packet in 1 Row 150 g 3.59 RM 0.02 Biscuit choc chips Salty Jacobs Original Original, Hi-Cal Vegetable, Original, Hi-Cal 11 Pakets in 12 Rows and 11 180 g 3.14 RM 0.02 Biscuits Biscuit Weetameal, Hi-Fibre, Hi-Iron, Vegetable, Hi-Fibre Tins in 7 Rows Low Sodium Hi-Fibre Salty Topmix Biscuit Munchy's Funmix Plain Crackers, 6 in 2 rows 25 x g 11.9 RM 0.48 Biscuits Assorted and Topmix Salt Corn Crakers 200 Assorted combine the and Whole Meal best of Munchy's into Crackers one spectacular mix. 69 AFGC MARKET INSIGHTS: MALAYSIA 70 AFGC MARKET INSIGHTS: MALAYSIA

PRODUCT PRICE TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY COMPARISON TOTAL Number of product in local currency, Brand of the (by 1gr, or (mention all flavour) Top 3 flavours display in the front row of the in grams based on sub-category 1ml) shelf. Please take photograph packsize Bake Goods Salty Funmix Biscuit Munchy's Funmix Munchy's Funmix 6 in 2 rows 30 x g 12.99 RM 0.43 (continued) Biscuits Assorted and Topmix Assorted and 260 Assorted combine the Topmix Assorted best of Munchy's into one combine the best spectacular mix. of Munchy's into one spectacular mix. Salty Butter Cookies Original Butter Cookies. Original Butter 7 in 2 rows 450 g 19.9 RM 0.04 Biscuits Cookies. Salty Luxury Biscuits Vegetable, Original & Cereal Vegetable, Original 6 in 3 rows 25 x g 15.69 RM 0.63 Biscuits & Cereal 200 Salty Salted Cracker Cream Crakers Cream Crakers 4 in half a row 450 g 4.5 RM 0.01 Biscuits Biscuits Bread Gardenia Plain Bread, Butterscotch, Plain, Butterscotch 5 in 1 row 400 g 4.2 RM 0.01 Bread wholemeal, chocoraisin and and raisin oatmeal Raisin Oatmeal Bread High 5 Bread Whole meal and Original Whole meal 6 in 1 row 400 g 3.6 RM 0.01 Town and Original Bread Eaon Big Whole meal and Original Whole meal 10 in 3 rows 400 g 2.6 RM 0.01 Wholemeal and Original Bread Bread Massimo Original, Whole Wheat Original, Whole Total 8 displays in 4 rows. 420 g 3.5 RM 0.01 Wheat Bun FUJI BAKERY Honey Bahulu, coconut, Honey Bahulu, 1/2 shelf and 3 in a row 170 g 3.79 RM 0.02 kaya, red beans, and Coconut and Kaya for display coconut kaya PRODUCT PRICE TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY COMPARISON TOTAL Number of product in local currency, Brand of the (by 1gr, or (mention all flavour) Top 3 flavours display in the front row of the in grams based on sub-category 1ml) shelf. Please take photograph packsize Bake Goods Butter Cake Nona Butter Cake, Pinapple Cake, Vanilla Flavoured 8 displays in 3 rows 18.25 OZ RM 0.55 (continued) Mix Sponge Cake, Moist Luxury Butter Cake Cake, Strawberry Muffin, Mix,Chocolate Chocolate Muffin, Pancake. Flavoured Butter Cake Mix. Moist Pillsbury "Lemon, Chocolate, Lemon, Chocolate, 8 displays in 3 rows 1.04 kg 10.9 RM 10.48 Supreme Pineapple, Strawberry, Pineapple Cake Mix Angel Food, Classic White, Classic Yellow, Devil's Food, Golden Butter Recipe,German Chocolate" Pudding HAAN Strawberry Pudding Strawberry 10 Display in 1 Row 400 g 3.9 RM 0.01 Mix,Chocolate Pudding Mix, Pudding Mix,Chocolate Pudding Mix, Cake Bakery FFM Berhad Original Original 3 Display in 1 Row 1 kg 3.9 RM 3.90 Mix Chocolate Hershey's White chocolate with cookies White chocolate 2 row's with 8 chocolate display 146 g 11.7 RM 0.08 bar Kisses and milk chocolate with cookies and milk chocolate Chocolates Cadbury Milk Bars, Fruit Nuts and Milk Bars, Fruit 6 in 2 Row 175 g 8.39 RM 0.05 crunches Nuts and crunches Chocolates Toblerone Plain, White, Pralines, ‘Fruit Plain, White, 7 In 2 Rows 350 g 5.49 RM 0.02 Nuts’ & ‘ Honey Comb’ Pralines, ‘Fruit Nuts’ & ‘ Honey Comb’ Candy Lot100 Strawberry, Orange, Grape, Grape, Apple, Total 14 in 2 rows 150 g 4.49 RM 0.03 Mango, Coke, Apple. Strawberry 71 AFGC MARKET INSIGHTS: MALAYSIA 72 AFGC MARKET INSIGHTS: MALAYSIA

PRODUCT PRICE TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY COMPARISON TOTAL Number of product in local currency, Brand of the (by 1gr, or (mention all flavour) Top 3 flavours display in the front row of the in grams based on sub-category 1ml) shelf. Please take photograph packsize Bake Goods candy Chewy Candy Lychee, Mint, Orange Lychee, Mint, Total 9 in 1 row 150 g 2.3 RM 0.02 (continued) Orange Candy Kopiko Coffee, Cappuccino, Coffee, Total 8 in 1 row 150 g 3.39 RM 0.02 Original-Sugar free Cappuccino, Original-Sugar free Gummy YUPI Strawberry, Apple, and Strawberry, Apple, 2 row's with 9 display in 120 g 4.29 RM 0.04 Candies Iced Cola, and Iced Cola, each row Marshmallow MARKENBURG Chrispy Choco Chrispy Choco 3 rows with 6 in each as 283 g 10.25 RM 0.04 a display Cereal DORSET Nuts, Honey, Roasted, Nuts, Fruity and 2 rows with 10 cereal's as a 600 g 22.9 RM 0.04 CEREALS Berries, Fruity, Classic Fruit Berries. display in a row roasted nuts & seeds, and high fiber Cereal KELLOGG'S K Original and Oats & Honey Original and Oats 2 row's where 8 cereal were 235 g 14.99 RM 0.06 & Honey display in each row Cereal Bars Jacob's Original, Apple, Apricot Original, Apple, Total 8 displays in 2 rows. 360 g 7.79 RM 0.02 Apricot Cereal Bars Cereal Rice and Strawberry Rice and 6 in 2 rows 120 g 8 RM 0.07 Chocolates Strawberry with rice crisp Baverages Fruite Juices Sunkist 100% Orrange Juice without Pulp Orrange Juice 14 Boxes in 2 Row 1 Liter 4.99 RM 4.99 fresh Juice and with Pulp. Apple Juice, without Pulp and Lemon Juice. with Pulp.Apple Juice,Lemon Juice Fruite Juices Tropicana Orrange Juice and Orrange Juice and 6 Bottels in 1 Row 1 Liter 4.99 RM 4.99 Orange Juice Lemon Juice Lemon Juice PRODUCT PRICE TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY COMPARISON TOTAL Number of product in local currency, Brand of the (by 1gr, or (mention all flavour) Top 3 flavours display in the front row of the in grams based on sub-category 1ml) shelf. Please take photograph packsize Baverages Fruite Juices Dimes Juice Cherry Juice, Pineapple Cherry Juice, 14 Boxes in 1 Row 1 Liter 6.69 RM 6.69 (continued) Juice,Mix Fruite Juice, Pineapple Juice, Mix Vegatble Juice, Mix Fruite Juice, Orange Juice,Prune Juice, Grape Juice Fruite Juices Florida Juice Ruby red, No Pulp Orrange Ruby red,No Pulp 8 Boxess in 1 Row 1 Liter 9.2 RM 9.20 Juice, With Pulp Orange Orrange Juice,With Juice, Lemon Juice Pulp Orange Juice, Lemon Juice Fruite Juices Peel Fresh Green Guava Juice, Pink Green Guava 12 Bottle in 2 Row 1 Liter 7.35 RM 7.35 Marigold Juice Guava Juice, Apple Juice, Juice,Pink Guava Lemon Juice, Orange Juice. Juice,Apple Juice Soy Drinks MariGold Soya Soya Milk/Black Soya Soya Milk/Black 12 Box in 1 Row 1 Liter 2.3 RM 2.30 Bean Drink Milk/Sirap Soya Milk/Corn Soya Milk/Sirap Soya Milk Soya Milk Soy Drinks HOME SOY Soya Brown Sugar and Soya Brown Sugar 1 full row was displayed with 9 1 Liter 5.99 RM 5.99 Soya Original and Soya Original soya drinks Soy Drinks Yeo's Soya Original and Soya Soya Original full 2 row with 12 soya drinks 1 Liter 3.99 RM 3.99 (SOY RICH) with No Sugar Added and Soya with No as display Sugar Added Soy Drinks Drinho Original Original 1 row with 11 soya drinks display 1 Liter 4.99 RM 4.99 Soy Drinks V-SOY Multi-Grain and Original Multi-Grain and 1 full row with 11 soya juice 1000 ml 3.99 RM 0.00 Original for display Hot Tea Lipton Black Quality Black Tea/Intense Quality Black Tea/ 12 in a row 200 g 13.5 RM 0.07 Tea Black Tea/Yellow Label Black Intense Black Tea/Decaffeinated Black Tea Tea/Yellow Label Black Tea Hot Tea Lipton Milk Tea 3 in 1 Milk tea, Ginger, 3 in 1 Milk tea, 6 in 3 rows 30 x g 16.7 RM 0.06 and Caramel Ginger, and 300g Caramel 73 AFGC MARKET INSIGHTS: MALAYSIA 74 AFGC MARKET INSIGHTS: MALAYSIA

PRODUCT PRICE TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY COMPARISON TOTAL Number of product in local currency, Brand of the (by 1gr, or (mention all flavour) Top 3 flavours display in the front row of the in grams based on sub-category 1ml) shelf. Please take photograph packsize Baverages Tea BOH Mango, Passion Fruit, Gold Original tea, 3 row's with 11 in each as 50 g 7.99 RM 0.16 (continued) Blend and original tea Mango and display Passion fruit Hot Tea "BOH Teh Tarik 3 in 1 Milk tea, Ginger, 3 in 1 Milk tea, 3 in 1 row 15 x g 9.99 RM 0.67 Kurang Manis" and Caramel Ginger, and 200 Caramel Tea JONES Mint Green Tea, and Mint Green Tea, 1 row with 9 display of tea's 50 g 10.9 RM 0.22 Hibiscus Tea and Hibiscus Tea Energy Power Root Ginseng Tongkat Ali Ginseng Tongkat Display in half a row with 7 tins 250 ml 2.69 RM 0.01 Drink (Tongkat Ali) Ali Cold drinks Lipton Ice Tea ice tea ice tea 6 in 1 row 500 ml 2.39 RM 0.00 Cold drinks Drinho Chrysanthemum Chrysanthemum 12 in a row 500 ml 2.3 RM 0.00 chrysanthemum tea Cold drinks Yeoh H-Two-O isotonic drink no flover isotonic drink no 6 in a row 1.5 ml 3.8 RM 2.53 flover Cold drinks 100 Plus Ogirinal, Orange and Lemon Ogirinal, Orange 7 in a row 1.5 ml 3.9 RM 2.60 and Lemon Sauces/ Olive Oil Bertolli Dal Delicate Taste Delicate Taste 5 Bottle in 2 Row 500 ml 18.99 RM 0.04 Condiments/ 1865 Extra Spreads Light Olive Oil Extra Virgin Olive Oil Olive Oil 3 Bottle in 1 Row 500 ml 17.49 RM 0.03 Olive Oil Olive Oil Olive Extra Olive Oil Olive Oil 4 Bottle in 1 Row 500 ml 21.9 RM 0.04 Vergine Di Oliva Olive Oil FILIPPO mild and light mild and light Half a row with 7 bottle's as 500 g 19.49 RM 0.04 BERIO a display PRODUCT PRICE TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY COMPARISON TOTAL Number of product in local currency, Brand of the (by 1gr, or (mention all flavour) Top 3 flavours display in the front row of the in grams based on sub-category 1ml) shelf. Please take photograph packsize Sauces/ Olive Oil BORGES Olive oil and Extra light Olive oil and 9 bottle's in half row as a display 500 g 20.49 RM 0.04 Condiments/ Extra light Spreads Jam Smucker's Grape, Strawberry Grape, Strawberry Total 11 in 1 row 510 g 16.9 RM 0.03 (continued) Jam MOVENPICK Strawberry, Nenas, Orange, Strawberry, mango 13 as display in 1 row 450 g 11.3 RM 0.03 Apple, Barries, Grapes and and mix fruit Mix fruit and Mango Fruit Spread DANISH Apricot, Beysenberry, Wild blueberry, 1 row with 14 display in a row 400 g 6.9 RM 0.02 SELECTION Orange, Raspberry, Wild raspberry and Blueberry, and Strawberry apricot Jam LADY's Pineapple,Strawberrya and Pineapple, 1 row with 18--20 display in a 400 g 4.5 RM 0.01 CHOICE mix fruits Strawberry and mix row fruits Jam "Baxters Ginger and Chocolate Ginger and 3 in a row 400 g 7.9 RM 0.02 Rhubard& Chocolate Ginger Jam" Chilli Sauce HEINZ Chilli Chilli Half row displayed with 5 bottle 320 g 4.3 RM 0.01 Chilli Sauce LIFE Chilli, tomato, garlic mix chilli Chilli, thai chilli and 3 row's with 20-25 bottle's in a 500 g 3.29 RM 0.01 and thai chilli tomato row Chilli Sauce MAGGI Chilli, tomato, garlic mix chilli Chilli, garlic mix 1 and half row with 10–15 500 g 2.49 RM 0.00 and thai chilli chilli and tomato bottle's display Chilli Sauce "Smoked Red Chipotle Pepper Sauce, Garlic Pepper half a row with 8-9 display of the 150 ml 10.69 RM 0.07 Jalapeno Green Pepper Sauce, Sauce, Chipotle sauce item Flavor Garlic Pepprer Sauce and Pepper Sauce Smoked Habanero Pepper Sauce and Green Pepper Tabasco" Sauce Sweet Lee Kum Kee Black Oyster Black Oyster 12 in 3 rows 450 g 9.8 RM 0.02 Sauce Table Top Soy Sauce 75 AFGC MARKET INSIGHTS: MALAYSIA 76 AFGC MARKET INSIGHTS: MALAYSIA

AEON/JUSCO

Date collected: 5 Mar 2014 Store: Jusco Store Address: Mid Valley Megamall At3 Lingkaran Syed Putra, 59200 Kuala Lumpur, Federal Territory of Kuala Lumpur, Malaysia NB: full product information, including manufacturer, distributor and importer, is available in separate documents on the AFGC website www.afgc.org.au

PRODUCT PACK PRICE PRICE TYPE BRAND FLAVOUR SHELF PRESENCE CATEGORY SIZE RANGE COMPARISON TOTAL Number of Number of product in local product display in display in the Brand of the currency, (by 1gr, (mention all flavour) Top 3 flavours the front row of the front row of the in grams sub-category based on or 1ml) shelf. Please take shelf. Please take packsize photograph photograph Bake Goods Sweet Biscuit Jacob Original, Hi-Cal Vegetable, Original, Hi-Cal Total 9 displays in Total 9 displays in 180 g 370 RM 2.06 Weetameal, Hi-Fibre, Hi-Iron, Vegetable, Hi- 1 row. 1 row. Low Sodium Hi-Fibre Fibre Sweet Biscuit Munchy's Chocolate, Peanut Butter, Chocolate, Total 4 displays in Total 4 displays in 200 g 4.9 RM 0.02 Cheese, Vegetable. Peanut Butter, 3 rows. 3 rows. Cheese. Sweet Biscuit Tiger Tiger Sugar Crackers and Tiger Sugar only one row was There was 7 tiger 415 g 3.8 RM 0.01 Cream Crackers Crackers and filled with tiger biscuits displayed in Cream Crackers biscuits. front row. Sweet Biscuit Julie's Sugar Crackers, Cream Sugar Crackers, There was 3 shelfs 12 Julie's buscuit's 345 g 4.29 RM 0.01 Crackers and Golden Cream Crackers with 8 Julie biscuits display in a row Crackers and Golden display in a row Crackers 5-Sweet CHIP MORE Double Choc, Original, Butter Hazal Nut, 4 shelfs with 14 10 display in a row 250 g 4.15 RM 0.02 Biscuit Crunch, Less Sweet and Original and display in a row. Hazal Nut Less Sweet Salty Biscuit Lagenda Lemon Puff, Marie, Choc Lemon Puff, 12 in a row 12 in a row 350 g 3.45 RM 0.01 Chip, Cracker Biscuit, Finger Marie, Choc Cream Chip PRODUCT PACK PRICE PRICE TYPE BRAND FLAVOUR SHELF PRESENCE CATEGORY SIZE RANGE COMPARISON TOTAL Number of Number of product in local product display in display in the Brand of the currency, (by 1gr, (mention all flavour) Top 3 flavours the front row of the front row of the in grams sub-category based on or 1ml) shelf. Please take shelf. Please take packsize photograph photograph Bake Goods Salty Biscuits Julie's Cheese Crackers, Butter 3 shelfs with 10 in a 10 in a row for display 100 g 3.39 RM 0.03 (continued) crackres and Wheat crackers row up for display Salty Biscuits Jacob Original, Hi-Cal Vegetable, Original, Hi-Cal Total 9 displays in Total 9 displays in 180 g 3.4 RM 0.02 Weetameal, Hi-Fibre, Hi-Iron, Vegetable, 1 row. 1 row. Low Sodium Hi-Fibre Hi-Fibre Salty Biscuits Hwa Tai Sugar Cracker, Vegetable, Vegetable, Naiyu Total 13 displays in Total 13 displays in 400 g 3.95 RM 0.01 Original Mini Cracker, Naiyu Cracker, Siang 1 row. 1 row. Cracker, Siang Siang cream Siang cream cracker cracker Salty RITZ RITZ Crackers RITZ Crackers 2 shelfs with 14 in 14 in a row for display 300 g 6.99 RM 0.02 Biscuits a row Bread GARDENIA Plain Bread, Butterscotch, Plain, 4 rows with 10 10 in each row 400 g 4.2 RM 0.01 wholemeal, chocoraisin and Butterscotch and in each for display Raisin Oatmeal raisin oatmeal Bun Massimo Original, Whole Wheat Original Total 8 displays in 4 6 Original, 2 Whole 420 g 3.5 RM 0.01 rows. Wheat Cake KEK CHIFFON PANDAN PANDAN 8 IN 2 ROWS 8 IN 2 ROWS 400 g 2.9 RM 0.01 Bun FUJI BAKERY Honey Bahulu, coconut, Honey Bahulu, 1/2 shelf and 3 in a 3 in a row for display 170 g 3.79 RM 0.02 kaya, red beans, and Coconut and row fo display coconut kaya Kaya Bun Daily Fresh Corn, Butter, Red Bean, Red Bean, Total 14 displays in Total 14 displays in 300 g 2.8 RM 0.01 Coconut, Kaya, Potato, Potato, Raisin 4 rows. 4 rows. Raisin Butter Cake "Bunga Raya Original Original 3 Display in 1 Row 3 Display in 1 Row 1000 g 4 RM 0.004 Mix Baking Baking Powder Powder" 77 AFGC MARKET INSIGHTS: MALAYSIA 78 AFGC MARKET INSIGHTS: MALAYSIA

PRODUCT PACK PRICE PRICE TYPE BRAND FLAVOUR SHELF PRESENCE CATEGORY SIZE RANGE COMPARISON TOTAL Number of Number of product in local product display in display in the Brand of the currency, (by 1gr, (mention all flavour) Top 3 flavours the front row of the front row of the in grams sub-category based on or 1ml) shelf. Please take shelf. Please take packsize photograph photograph Bake Goods Baking Glow-San Original Original 3 Display in 1 Row 3 Display in 1 Row 1000 g 4.9 RM 0.00 (continued) Powder Butter Cake Nona Butter Cake,Pinapple Vanilla Flavoured 8 displays in 3 rows 2 Sponge cake,1 18.25 oz 10.9 RM 0.60 Mix Cake,Sponge Cake,Moist Butter Cake Butter Cake,4 Moist Luxury Cake,Strawberry Mix,Chocolate Luxury,1 Strawberry Muffin,Chocolate Flavoured Butter Cup Cake. Muffin,Pancake. Cake Mix. Cake Bakery FFM Berhad Original Original 3 Display in 1 Row 3 In one row 1000 g 3.9 RM 0.00 Mix (Original) Moist Pillsbury "Lemon, Chocolate, Lemon, 8 displays in 3 rows 8x Lemon Cake Mixs 1040 g 12.9 RM 0.01 Supreme Pineapple, Strawberry, Angel Chocolate, Cake Mix Food, Classic White, Classic Pineapple Yellow,Devil's Food, Golden Butter Recipe, German Chocolate" Snackfoods Chocolate Cadbury Roasted Almond, Chocolate, 9 in a row and display 9 in a row 175 g 8.2 RM 0.05 bar Fruite&Nuts, Milk Chocolate, Roasted Almond in full shelf Hazel Nut, Barries and and Barries chocolate Chocolate Nestle KitKat KitKat bites, Crunch, and KitKat bites, 2 row with 6-7 display 6-7 chocolate display 25 g 6.69 RM 0.27 bar Chocolate Crunch, and in a row Chocolate Chocolate Hershey's White chocolate with cookies White chocolate 2 row's with 8 8-10 display of 146 g 11.7 RM 0.08 bar Kisses and milk chocolate with cookies and chocolate display chocolate in a row milk chocolate Chocolate Tudorgold Almonds & Dark Almonds & Dark Total 5 in 1 row. 4 Almonds & 1 Dark 200 g 9.89 RM 0.05 bar PRODUCT PACK PRICE PRICE TYPE BRAND FLAVOUR SHELF PRESENCE CATEGORY SIZE RANGE COMPARISON TOTAL Number of Number of product in local product display in display in the Brand of the currency, (by 1gr, (mention all flavour) Top 3 flavours the front row of the front row of the in grams sub-category based on or 1ml) shelf. Please take shelf. Please take packsize photograph photograph Snackfoods Chocolate Ferrero Rocher original original 1 row with 8-10 8-10 chocolate 300 g 48.2 RM 0.16 (continued) bar display of chocolate display in the row Candy Sour Cherry Cherry nad lemon Cherry nad 3 in a row 3 in a row 150 g 11.5 RM 0.08 Flavoured lemon Gummy Candy Lot100 Strawberry, Orange, Grape, Grape, Apple, Total 14 in 2 rows 2 Strawberry, 2 Orange, 150 g 4.49 RM 0.03 Mango, Coke, Apple. Strawberry 4 Grape, 1 Mango, 2 Coke, 3 Apple. Candy Fox'x Mix fruit, berries, mentol and Mix fruit, barries 6 in half row 6 in half row 100 g 2.49 RM 0.02 lemon and mentol Chocolate CHOKI CHOKI Chocolate and Chocomilk Chocolate and 1 row with 7 box's of 7 box in 1 row as a 50 g 1.39 RM 0.03 Paste Chocomilk Choki display Marshmallow MARKENBURG Chrispy Choco Chrispy Choco 3 rows with 6 in each 6 in each row as a 283 g 10.25 RM 0.04 as a display display Cereal Bars Nature Valley Fruits & Nuts Fruits & Nuts 6 in a row 6 in a row 252 g 10.9 RM 0.04 crunchy Cereal Bars Oat Krunch Chia Seed, Strawberry & Total 9 in 2 rows Total 9 in 2 rows 416 g 8.16 RM 0.02 Blackcurrant, Chunky Organic Hazelnut, Dark Chocolate Cereal Bars Carman's apricot, Classic, and almond apricot, Classic, 5 in half a row 5 in half a row 180 g 12 RM 0.07 and almond Cereal Bars KELLOGG'S K Original and Oats & Honey Original and 2 row's where 8 8 cereals display 235 g 14.99 RM 0.06 Oats & Honey cereal were display in in each row with 5 each row different brands. Cereal Bars DORSET Nuts, Honey, Roasted, Nuts, Fruity and 2 rows with 10 10 cereal's in a row. 600 g 22.9 RM 0.04 CEREALS Berries, Fruity, Classic Fruit Berries. cereal's as a display roasted nuts & seeds, and in a row high fiber 79 AFGC MARKET INSIGHTS: MALAYSIA 80 AFGC MARKET INSIGHTS: MALAYSIA

PRODUCT PACK PRICE PRICE TYPE BRAND FLAVOUR SHELF PRESENCE CATEGORY SIZE RANGE COMPARISON TOTAL Number of Number of product in local product display in display in the Brand of the currency, (by 1gr, (mention all flavour) Top 3 flavours the front row of the front row of the in grams sub-category based on or 1ml) shelf. Please take shelf. Please take packsize photograph photograph Beverages Fruite Juices Sunkist 100% Orrange Juice without Orrange Juice 14 Boxes in 2 Row 14 Boxes 1000 ml 4.99 RM 0.00 fresh Juice Pulp and with Pulp.Apple without Pulp and Juice,Lemon Juice. with Pulp.Apple Juice,Lemon Juice Fruite Juices Tropicana Orrange Juice and Lemon Orrange Juice 6 Bottels in 1 Row 6 Bottel 1000 ml 6.79 RM 0.01 Orange Juice Juice and Lemon Juice Fruite Juices Dimes Juice Cherry Juice, Pineapple Cherry 14 Boxes in 1 Row 14 Boxes 1000 ml 7.69 RM 0.01 Juice, Mix Fruite Juice, Mix Juice,Pineapple Vegatble Juice, Orange Juice,Mix Fruite Juice, Prune Juice,Grape Juice, Juice Fruite Juices Florida Juice Ruby red, No Pulp Orrange Ruby red,No 8 Boxess in 1 Row 8 Boxess 1000 ml 21.99 RM 0.02 Juice, With Pulp Orange Pulp Orrange Juice, Lemon Juice Juice,With Pulp Orange Juice,Lemon Juice Fruite Juices Peel Fresh Green Guava Juice, Pink Green Guava 12 Bottle in 2 Row 12 Bottle 1000 ml 8.29 RM 0.01 Marigold Juice Guava Juice, Apple Juice, Juice,Pink Lemon Juice, Orange Juice. Guava Juice,Apple Juice Soy Drinks Country Home Soya Bean Milk Soya Bean Milk 4 Boxess in 1 Row 4 Boxess 1000 ml 12.99 RM 0.01 Organic Soy Milk PRODUCT PACK PRICE PRICE TYPE BRAND FLAVOUR SHELF PRESENCE CATEGORY SIZE RANGE COMPARISON TOTAL Number of Number of product in local product display in display in the Brand of the currency, (by 1gr, (mention all flavour) Top 3 flavours the front row of the front row of the in grams sub-category based on or 1ml) shelf. Please take shelf. Please take packsize photograph photograph Beverages Soy Drinks Marigold Total 2 in 1 row 250 ml 5.2 RM 0.02 (continued) Soy Drinks Soya Non Dairy Plain Soya without Dairy Milk Plain Soya 2 Boxess in 1 Row 2 Boxess 1000 ml 7.49 RM 0.01 Alternative to without dairy milk Milk Soy Drinks HOME SOY Soya Brown Sugar and Soya Soya Brown 1 full row was 1 row with 9 soya 1000 ml 5.99 RM 0.01 Original Sugar and Soya displayed with 9 soya drink display Original drinks Soy Drinks V-SOY Multi-Grain and Original Multi-Grain and 1 full row with 11 11 soya juice for 1000 ml 3.99 RM 0.00 Original soya juice for display display in a row Tea Dilmah Tea The pappermint Tea,Pure The pappermint 11 Boxess in 1 Row 11 Boxess 200 g 9.5 RM 0.05 Ginger Tea,Green tea,Peach Tea,Pure Ginger Flovor Tea,Blueberry Flovor Tea,Green tea tea. Tea BOH The Tarik Milk Tea,Gingger Tea, Less Milk Tea,Gingger 4 Packets in 1 Row 4 Pakets 60 g 13.9 RM 0.23 Sugar milk tea, Less Sugar Tea,Less Sugar gingger tea, Black Tea milk tea,Less Sugar gingger tea Tea Lipton The 3 in 1 Milk tea,2 in 1 black 3 in 1 Milk tea,2 4 Packets in 1 Row 4 Pakets 100 g 15.9 RM 0.16 Tarik tea. in 1 black tea. Tea TWININGS Jamine tea, Strawberry & Strawberry, 1 row display with 16 16 tea packs display 125 g 15.5 RM 0.12 Mango, Pure peppermint, Camomile and tea packs in a row Pure Camomile, Lady Grey Earl grey tea. tea, english breakfast tea and earl grey tea Tea Sabah Tea Total 11 in 2 rows 160 g 9.6 RM 0.06 81 AFGC MARKET INSIGHTS: MALAYSIA 82 AFGC MARKET INSIGHTS: MALAYSIA

PRODUCT PACK PRICE PRICE TYPE BRAND FLAVOUR SHELF PRESENCE CATEGORY SIZE RANGE COMPARISON TOTAL Number of Number of product in local product display in display in the Brand of the currency, (by 1gr, (mention all flavour) Top 3 flavours the front row of the front row of the in grams sub-category based on or 1ml) shelf. Please take shelf. Please take packsize photograph photograph Beverages Sport's Drink REVIVE Isotonic Drink Isotonic Drink 4 rows with 15 15 bottle's display in 1500 ml 2.69 RM 0.00 (continued) bottle's as display a row Premium Polleney Gula batu Gula batu 3 in a row 3 in a row 325 ml 2.7 RM 0.01 Cold (Minuman Beverage Sarang Burung) Premium Livita With original Flovour original Flovour 3 Tin's in 1 Row 3 Tin's 250 ml 8.2 RM 0.03 Cold Honey Beverage Premium Ali Café Milk tea Flavour Milk tea Flavour 6 Tin's in 1 row 6 Tin's 250 ml 4.85 RM 0.02 Cold Beverage Premium NESTLE MILO chocolate chocolate 24 X 3 in a row 24 X 3 in a row 250 ml 1.89 RM 0.01 Cold Beverage Sauces/ Olive Oil Bertolli Dal Delicate Taste Delicate Taste 4 in a row 4 in a row 500 ml 18.9 RM 0.04 Condiments/ 1865 Extra Spreads Light Olive Oil Extra Virgin Olive Oil Olive Oil 6 in a row 6 in a row 500 ml 23.9 RM 0.05 Olive Oil Olive Oil Olive Extra Olive Oil Olive Oil 4 Bottle in 1 Row 4 Bottle in 1 Row 500 ml 25.85 RM 0.05 Vergine Di Oliva Olive Oil FILIPPO mild and light mild and light 5 in 2 rows 5 in 2 rows 500 g 19.49 RM 0.04 BERIO Olive Oil BORGES Olive oil and Extra light Olive oil and 3 in 2 rows 3 in 2 rows 500 g 20.49 RM 0.04 Extra light PRODUCT PACK PRICE PRICE TYPE BRAND FLAVOUR SHELF PRESENCE CATEGORY SIZE RANGE COMPARISON TOTAL Number of Number of product in local product display in display in the Brand of the currency, (by 1gr, (mention all flavour) Top 3 flavours the front row of the front row of the in grams sub-category based on or 1ml) shelf. Please take shelf. Please take packsize photograph photograph Sauces/ Fruit Spread ST. DALFOUR mix fruits, Strawberry, Strawberry, 2 row's with 19–20 19–20 display in a 284 g 7.99 RM 0.03 Condiments/ FRANCE Orange, Grapes and apricot grapes and mix display jam in a row row Spreads fruit (continued) Fruit Spread Ladys Choice Pineapple Pineapple 2 ina row 2 ina row 400 g 4.5 RM 0.01 Fruit Spread WINNEY Hazal Chocolate Hazal Chocolate 7 in a row 7 in a row 450 g 9.35 RM 0.02 Fruit Spread SKIPPY peanut butter peanut butter 3 in a row 3 in a row 450 g 4.9 RM 0.01 Fruit Spread DANISH Apricot, Beysenberry, Wild blueberry, 1 row with 14 display 14 display in a row 400 g 14.9 RM 0.04 SELECTION Orange, Raspberry, Wild raspberry and in a row Blueberry, and Strawberry apricot Chilli Sauce MAGGI Chilli, tomato, garlic mix chilli Chilli, garlic mix 1 and half row with 10–15 bottle's in 500 g 2.49 RM 0.005 and thai chilli chilli and tomato 10–15 bottle's display a row Chilli Sauce KIMBALL Chilli Chilli 3 row's with 20–25 20–25 bottle's in 500 g 2.49 RM 0.005 bottle's in a row a row Chilli Sauce COP KIPAS soya bean sweet sauce soya bean sweet 11 in 2 rows 11 in 2 rows 750 g 10 RM 0.01 UDANG sauce Chilli Sauce TABASCO Chipotle Pepper Sauce, Garlic Pepper half a row with 8 bottle in half row for 150 ml 10.69 RM 0.07 Green Pepper Sauce, Sauce, Chipotle 8–9 display of the display Garlic Pepprer Sauce and Pepper Sauce sauce item Habanero Pepper Sauce and Green Pepper Sauce Chilli Sauce Imperial XO Dry compoi Dry compoi Total 8 in 1 row 210 g 24.9 RM 0.12 Sauce 83 AFGC MARKET INSIGHTS: MALAYSIA 84 AFGC MARKET INSIGHTS: MALAYSIA

THE STORE

Date collected: 2 Mar 2014 Store: 'The Store' Store Address: Lot 34817, Jalan Batu Ambar, Taman Kok Lian, 51200 Kuala Lumpur. NB: full product information, including manufacturer, distributor and importer, is available in separate documents on the AFGC website www.afgc.org.au

PRODUCT PRICE TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY COMPARISON TOTAL Number of product in local currency, Brand of the (by 1gr, (mention all flavour) Top 3 flavours display in the front row of the in grams based on sub-category or 1ml) shelf. Please take photograph packsize Baked Goods Sweet Julie's Cheddar Cheese Cream, Cheddar Cheese Total 6 displays in 1 row. 180 g 4.9 RM 0.03 Biscuits Mango, Chocolate. Cream, Mango and Chocolate. Sweet Chipsmore Double Choc, Butter Crunch, Original, Hazelnut, Total 16 displays in 5 rows. 180 g 3.65 RM 0.02 Biscuits Original, Less Sweet, Double Choc Hazelnut. Sweet Munchy's Chocolate, Peanut Butter, Chocolate, Peanut Total 4 displays in 3 rows. 200 g 4.9 RM 0.02 Biscuits Cheese, Vegetable. Butter, Cheese. Sweet Tiger Peanut Chocolate, Peanut, Peanut Chocolate, Total 6 displays in 2 rows. 175 g 2.79 RM 0.02 Biscuits Milk, Chocolate. Peanut, Milk. Sweet Oreo Choco, Original, Blueberry Choco, Original, Total 6 displays in 1 row. 152.4 g 2.9 RM 0.02 Biscuits Ice cream, Vanilla, Peanut Vanilla butter & Choco Salty Jacob Original, Hi-Cal Vegetable, Original, Hi-Cal Total 9 displays in 1 row. 180 g 3.7 RM 0.02 Biscuits Weetameal, Hi-Fibre, Hi-Iron, Vegetable, Hi-Fibre Low Sodium Hi-Fibre Salty Hwa Tai Sugar Cracker, Vegetable, Vegetable, Naiyu Total 13 displays in 1 row. 400 g 3.95 RM 0.01 Biscuits Original Mini Cracker, Cracker, Siang Naiyu Cracker, Siang Siang cream Siang cream cracker cracker PRODUCT PRICE TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY COMPARISON TOTAL Number of product in local currency, Brand of the (by 1gr, (mention all flavour) Top 3 flavours display in the front row of the in grams based on sub-category or 1ml) shelf. Please take photograph packsize Baked Goods Salty Julies's Chocolate, Milk, Wheat, Chocolate, Total 8 displays in 1 row. 200 g 3.89 RM 0.02 (continued) Biscuits Butter Milk,Wheat Salty Hup Seng Cream Crackers, Wholemeal Cream Crackers, Total 12 displays in 1 row. 700 g 13.49 RM 0.02 Biscuits Crackers Wholemeal Crackers Salty Potato Crisp Sour Cream, Vegetable, Total 5 displays in 1 row. 120 g 2.19 RM 0.02 Biscuits BBQ, Sweet Corn, Tomato Bakery Gardenia Original Classic, Total 13 displays in 2 rows. 400 g 3.2 RM 0.01 Mixes Bran&WheatGerm, Honey Wholemeal, Butter Raisin, Butterscotch, WholeGrain, WholeGrain with Canadian Purple Wheat Bakery Massimo Original, Whole Wheat Original Total 8 displays in 4 rows. 420 g 3.5 RM 0.01 Mixes Bakery Daily Fresh Corn, Butter, Red Bean, Red Bean, Potato, Total 14 displays in 4 rows. 300 g 2.8 RM 0.01 Mixes Coconut, Kaya, Potato, Raisin Raisin Bakery Sunny Fruit Cakes Total 4 displays in 1 row. 350 g 4.8 RM 0.01 Mixes Bakery Skico Fruit Cakes, Mocha Fruit Cakes, Mocha Total 2 displays in 1 row. 350 g 4.5 RM 0.01 Mixes Bun's Massimo Original, Whole Wheat Original Total 8 displays in 4 rows. 420 g 3.5 RM 0.01 Bun's Daily Fresh Corn, Butter, Red Bean, Red Bean, Potato, Total 14 displays in 4 rows. 300 g 2.8 RM 0.01 Coconut, Kaya, Potato, Raisin Raisin Bun's Sunny Fruit Cakes Total 4 displays in 1 row. 350 g 3.8 RM 0.01 Bun's Skico Fruit Cakes, Mocha Fruit Cakes, Mocha Total 2 displays in 1 row. 350 g 3.89 RM 0.01 85 AFGC MARKET INSIGHTS: MALAYSIA 86 AFGC MARKET INSIGHTS: MALAYSIA

PRODUCT PRICE TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY COMPARISON TOTAL Number of product in local currency, Brand of the (by 1gr, (mention all flavour) Top 3 flavours display in the front row of the in grams based on sub-category or 1ml) shelf. Please take photograph packsize Snackfoods Chocolates Vochelle Almonds, Hazelnuts, Mint&Almonds, Total 21 displays in 3 rows. 180 g 7.59 RM 0.04 Fruit&Nut, Dairy Milk, Dairy Milk, Dark Mint&Almonds, Blackcurrant, Chocolate Cranberry, Dark Chocolate Chocolates Cadbury Roast Almond, Hazelnut, Roast Almond, Total 20 displays in 3 rows. 175 g 4.2 RM 0.02 Mixed Nuts, Fruit & Nut, Hazelnut, Mixed Black Forest, Nuts Chocolates Tudorgold Almonds & Dark Almonds & Dark Total 5 in 1 row. 200 g 9.89 RM 0.05 Chocolates VanHouten Milk Chocolate, Whole Milk Chocolate, Total 21 in 2 rows 150 g 8.29 RM 0.06 Fruit&Nuts, Whole Roasted Whole Hazel Almonds, Whole Hazel Nuts; nut and Dark Dark Chocolate, Whole Chocolate Roasted Almonds. Chocolates Royal Dedolton Fruit&Nut, Milk, Cashew Nut, Fruit&Nut, Milk, Total 10 in 5 rows 130 g 3.99 RM 0.03 Black Forest Cashew Nut Candy Lot100 Strawberry, Orange, Grape, Grape, Apple, Total 14 in 2 rows 150 g 4.49 RM 0.03 Mango, Coke, Apple. Strawberry Candy Sugus Strawberry, Orange, Mixed Fruits, Total 11 in 2 rows 110 g 3.2 RM 0.03 Blackcurrant, Assorted; Blackcurrant, Mixed Fruits, Blackcurrant, Sweet&Sour Sweet&Sour Mango, Sour Mango Fruity Ring Candy Chewy Candy Lychee, Mint, Orange Lychee, Mint, Total 9 in 1 row 150 g 2.3 RM 0.02 Orange Candy Kopiko Coffee, Cappuccino, Coffee, Total 8 in 1 row 150 g 3.39 RM 0.02 Original-Sugar free Cappuccino, Original-Sugar free Candy Mentos Mint, Mix Fruit, Grape, Sour Mint, Grape, Sour Total 12 in 2 rows 150 2.2 RM 0.01 Mix Mix PRODUCT PRICE TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY COMPARISON TOTAL Number of product in local currency, Brand of the (by 1gr, (mention all flavour) Top 3 flavours display in the front row of the in grams based on sub-category or 1ml) shelf. Please take photograph packsize Snackfoods Cereal Iko 3 Fruits, 9 Grain, Muesli, 3 Total 5 in 2 rows 178 g 5.5 RM 0.03 (continued) Seeds, Oat Plus Cereal Quakers Honey Nuts, Chocolate Total 2 in 1 row 270 g 7.89 RM 0.03 Chips Cereal Julie's Ten Grains, Rich Tea, Total 5 in 1 row 250 g 6.39 RM 0.03 Chocolate, Strawberry Oat Krunch Chia Seed, Total 9 in 2 rows 416 g 8.19 RM 0.02 Strawberry&Blackcurrant, Chunky Organic Hazelnut, Dark Chocolate Cereal Jacob's Original, Apple, Apricot Original, Apple, Total 8 displays in 2 rows. 360 g 7.79 RM 0.02 Apricot Soya Marigold Total 2 in 1 row 250 ml 5.2 RM 0.02 Soya Homesoy Brown Sugar, Orginal, Total 3 in 1 row 250 ml 4.59 RM 0.02 Original-Less sugar Soya Soyrich Original, No sugar Total 12 in 1 rows 1000 ml 3.6 RM 0.004 Soya Nutrisoy Original Total 6 in 1 row 1000 ml 4.2 RM 0.004 Soya Drinho Total 6 in 1 row 1000 ml 2.55 RM 0.003 Tea Lipton Yellow label tea, Green Tea, Total 32 in 4 rows 400 g 9.3 RM 0.02 Tea Vanilla Tea BOH Gold Blend, Green Tea, Total 26 in 4 rows 500 g 12.99 RM 0.03 Original Tea Montea Pu Erh, Liu Pau, Jasmin, Total 7 in 1 row 250 g 11.5 RM 0.05 Oolong, S-Line Beauty, Sen Cha, Assorted Tea Sabah Tea Total 11 in 2 rows 160 g 8.9 RM 0.06 Tea Super Tea Sui Sien, Ming Tea, Ti Kuan Total 8 in 2 rows 250 g 8.3 RM 0.03 Yin, Jasmin 87 AFGC MARKET INSIGHTS: MALAYSIA 88 AFGC MARKET INSIGHTS: MALAYSIA

PRODUCT PRICE TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY COMPARISON TOTAL Number of product in local currency, Brand of the (by 1gr, (mention all flavour) Top 3 flavours display in the front row of the in grams based on sub-category or 1ml) shelf. Please take photograph packsize Sauces/ Olive Oil Bertolli Extra Light, Extra Virgin, Total 20 in 2 rows 1000 ml 47.4 RM 0.05 Condiments/ Classic Spreads Olive Oil Basso Pure, Extra Virgin, Pomace " 1000 ml 35.19 RM 0.04 Total 3 in 2 rows" Olive Oil Naturel Pure, Extra Virgin, Extra " 750 litter 25.99 RM 0.03 Virgin (Organic) Total 14 in 2 rows" Jams Lady's Choice Pineapple,Strawberry and Pineapple, Total 21 in 2 rows 500 g 13.9 RM 0.03 mix fruits Strawberry and mix fruits Jams Chivers Strawberry, Mixed Fruit, Total 10 in 1 row 340 g 8.7 RM 0.03 Blackcurrant, Raspberry, English Orange Jams Steffi's Choice Rasperry, Orange Total 7 in 1 row 450 g 11.7 RM 0.03 Marmalade, Blackcurrant Jams Smucker's Grape, Strawberry Total 11 in 1 row 510 g 16.9 RM 0.03 Sauce Life Sour Plum, Sweet&Sour, Total 14 in 1 row. 500 g 5.09 RM 0.01 Black Pepper Sauce Lady's Choice Thousand Island, Coleslaw, Total 10 in 1 row 250 ml 6.9 RM 0.03 Fruit Salad Sauce Tabasco Chipotle Pepper Sauce, Garlic Pepper Total 4 in 1 row 150 ml 15.6 RM 0.10 Green Pepper Sauce, Sauce, Chipotle Garlic Pepprer Sauce and Pepper Sauce Habanero Pepper Sauce and Green Pepper Sauce Sauce Imperial Dry compoi Dry compoi Total 8 in 1 row 210 g 24.9 RM 0.12 XO Sauce Sauce Lee Kum Kee Panda Oyster Sause Total 37 in 3 rows 770 g 10.99 RM 0.01 ANNEX II – KEY RETAILERS IN THE MALAYSIANS PREMIUM RETAIL MARKET

Store Format Name Details Number of Stores Contact Details Supermarket Giant (The Cold Malaysia’s largest food retailer, operating hypermarkets and supermarkets 131 Stadium Shah Alam, Persiaran Sukan Hypermarket Storage Group) under Cold Storage and Giant brands. The Giant brand targets mass P: +60 3 5544 8888 market and is a trusted brand, with 131 stores. Cold Storage targets high income shoppers, offering a wide variety of local products as well as imported products Supermarket Tesco Extra One of Malaysia largest food retailers. Operates 47 stores in key cities, 47 Level 3, No.3, Jalan 7A/62A, Bandar offering products for mass market with competitive pricing. Menjalara, 52200 Kuala Lumpur, Malaysia Carries mainly locally sourced products, but is increasing the proportion of imported products (mainly from the UK). P: +603 6287 6000 Supermarket AEON/Jusco AEON took over Carrefour Malaysia in 2012. They operate Jusco stores Jalan Jejaka, Kuala Lumpur, Selangor, Malaysia nationally, which is the largest high-end department store chain with Malaysia supermarkets, targeting middle to high-end income customers. They carry P: +60 3-9207 2005 mainly locally sourced products, but is increasing the proportion of imported products (mainly from Japan) Hypermarket AEON BIG AEON Big is Malaysia second largest group of retailers that operates 27 3, Jalan SS 16/1, 47500 Subang Jaya, 27 hypermarkets with food and grocery sections Selangor, Kuala Lumpur

P: +60 1-300-80-236 89 AFGC MARKET INSIGHTS: MALAYSIA 90 AFGC MARKET INSIGHTS: MALAYSIA

Store Format Name Details Number of Stores Contact Details Supermarket The Store Department store chain with supermarkets, operating 75 stores. They are 75 165 Jalan Tun Ali, 75300 Melaka, one of major food retailer in Malaysia in terms of sales and number of outlets. Malaysia The Store carries largely local products, with some of the more popular P: +60 6-283 5084 imported products that are also carries by competing stores. It is a home‑grown store that offers price-competitive products Supermarket Jason's Food Hall Jason’s Food Hall has a high-end store concept with a wide range of items. 1 store at the Jason’s Food Hall (NOTE: not The Kuala Lumpur store accounts for more than 40% of the entire city Bangsar Shopping Ground Floor, 285 Jalan Maarof, 59100, included in survey) presence by turnover. They are currently interested in more health and Center, Kuala Lumpur Bangsar Shopping Centre, Kuala allergen free (gluten free) products and are collaborating with exporters on Lumpur, Malaysia marketing activities, offering promotion opportunities at the front of the store. P: 03 2094 2900 Supermarket Village Grocer Village Grocer is owned by a Perth-based Malaysian with a total of 3 Village 3 Village Grocer (NOTE: not Grocers stores. They stock Australian product including fruit and vegetables No 1 Jalan Telawi Satu, Bangsar included in survey) from WA, but European products are increasing largely because of lower Baru,59100 Kuala Lumpur prices. Village grocer is known as a trend setter in the Malaysian premium retail outlet segment: other retailers check out the offering and then order in P: 03 - 2282 0633 products accordingly. Supermarket Jaya Grocer Supermarket grocer established in the mid 2000s to meet the discerning 10 Jaya Grocer appetite of Klang Valley residents for quality household food products., with a (NOTE: not Trendcell Sdn Bhd (544047-T) wide range of imported products and fresh produce. They buy primarily from included in survey) (Trading As Jaya Grocer) their two Australian consolidators in Melbourne. 22–2, Medan Old Klang 28, Off Jalan Klang Lama, 58200 Kuala Lumpur.

P: 03-7772 6943 03-7772 6944 03-7772 6945 ANNEX III — KEY DISTRIBUTORS IN THE THAI PREMIUM RETAIL MARKET

Name Details Product Types Key Brands Contact Details DKSH Malaysia It is a fast moving consumer product in all channels in most all Hershey’s, Smuckers, 74 Jalan Universiti, Seksyen 11, 46200 countries in Asia, whether food products or non-food products, Quaker Petaling Jaya, Selangor, Malaysia ambient, chilled or frozen. They provide full agency and third P:+60 3-7966 0288 party logistics services that include importation, warehousing, co-packing, transportation, selling, marketing, merchandising, and back office services through well-trained logistics, sales and marketing teams for food and non-food products as well as the pet food category Network Foods Network Foods are a distribution and marketing company, with Snackfood, Chocolate, Capri Sonne, Tudor Gold, No. 6, Jalan U1/14, Section U1, an extensive network thorughout all states. Beverages, Jams, Sugar M-150, Tango, Schwartau Hicom Glenmarie Industrial Park, Confectionery 40150 Shah Alam, Selangor Darul Ehsan, Malaysia

P: +603 5569 1848 Teikk Senn TSM are a marketing and distribution company headquartered Snackfood, Baked Goods, Ocean Spray, Dole, 727, MK. 13, Malaysia (TSM) in Bukit Minyak. They distribute imported and locally Canned fruit/vegetables, Sunsweet, Win Win Food, Jalan Perindustrian Bukit Minyak, manufactured products. Beverages Lonbisco 14100 Bukit Minyak, Seberang Perai Tengah, Pulau Pinang, Malaysia.

P: 604-5012 525 Hegner Fine Foods Hegner market high quality food and non-alcoholic beverages Beverages, Condiments Bickford's, Teekanne 2, Rumah Kedai & Beverages as well as exquisite specialty products throughout Malaysia. Jalan Kuala Muda Makim Padang Matsirat 07100, Pulau Langkawi, Malaysia

P: +604 955 6063

E: [email protected] 91 AFGC MARKET INSIGHTS: MALAYSIA 92 AFGC MARKET INSIGHTS: MALAYSIA

Name Details Product Types Key Brands Contact Details SOCMA Trading SOCMA Trading (M) Sdn Bhd is a medium size fast moving Confectionery, Snackfood, Mentos, Jia Duo Bao 2, Rumah Kedai Sdn. Bhd. consumer products trading company in Malaysia. They supply Beverages Jalan Kuala Muda hypermarkts, supermarkets, and convenience stores mainly. Makim Padang Matsirat 07100, Pulau Langkawi, Malaysia

P: +604 955 6063

E: [email protected]

Inbisco Marketing Inbisco is a marketing, sales and distribution company Chocolate, Confectionery, Kopiko, Danisa Lot 22 Lion Industrial Park,Persiaran & Sales Sdn. Bhd. with a focus on FMCG products in particular snack foods Biscuits, other snackfoods Tengku Ampuan, and confectionery. 40400 Shah Alam, Selangor Darul Ehsan, Malaysia

P: +603-51921386

ANNEX IV — KEY PLAYERS IN MALAYSIAN PREMIUM HORECA MARKET

Name Details Product Types Brands Contact Details Lexis Hotels Lexis Hotels & Resorts is a local company providing professional Premium table sauce, 31st Floor, Sunway Putra Tower, and Resort management service for hotels and resorts. It is growing rapidly and hopes tea, bread mixes, jams, 100 Jalan Putra, 50350 Kuala to have at least 10 hotels under its belt by the year 2015. They currently beverages Lumpur, Malaysia operate 3 resort hotels. P: 603 4042 4322 6 03 2771 3322 Berjaya Food The Group is a diversified entity engaged in many businesses and part of Premium table sauce, Kenny Rogers, Berjaya Times Square, Level 12 Bhd. it are: Hotels, Resorts, Vacation, Property Investment and Development, tea, beverages Starbucks, Krispy (East Wing), No. 1, Jalan Imbi, Food & Beverage. Kreme, Wendy’s, papa Wilayah Persekutuan, 55100 John and Rasa Utara Kuala Lumpur, Malaysia food chain. Berjaya P:+60 3-2149 1999 Hotels and Malls. Secret Recipe Founded in 1997, Secret Recipe made its mark, renowned for its extensive Premium table sauce, 300 outlets No. 42, 1St Floor, Jalan Ss 25/28, range of fine quality gourmet cakes. It has since evolved to become one of tea Taman Mayang, Petaling Jaya the fastest growing lifestyle cakes and café chain.

Secret Recipe Cakes & Café's concept can be found in prime urban locations and shopping malls in major cities in the region including Singapore, Kuala Lumpur, Jakarta, Bangkok, Manila, Brunei, Shanghai. Sunway Hotels Public listed company and a member of The Sunway Group of Companies Premium table sauce, 9 hotels and resorts Persiaran Lagoon, Bandar Sunway, Group in Malaysia, the Kuala Lumpur based Sunway International Hotels & tea, jams, beverages 46150 Petaling Jaya, Selangor, Resorts’ in Malaysia, Cambodia and Vietnam. Malaysia

P: +60 3-7492 8000 The Legend The Legend Management Group (LMG) provides management expertise Premium table sauce, 33rd Floor, Putra Place Group services to companies in the field of hospitality, including hotels and resorts, tea, jams, beverages 100 Jalan Putra hospitality education, office management, shopping complex management, 50350 Kuala Lumpur, Malaysia timeshare management and other areas related to the hospitality industry. P: (+60-3) 4044 4309/10 93 AFGC MARKET INSIGHTS: MALAYSIA 94 AFGC MARKET INSIGHTS: MALAYSIA

ANNEX V — KEY GOVERNMENT BODIES

Government Body Responsibilities Website Ministry of International Trade and Policy formulation and implementation www.miti.gov.my Industry (MITI) Import licensing Ministry of Health (MOH) with its Food Responsible for food safety in entire food chain, with the ‘Food Act 1983’ www.moh.gov.my/english.php Safety and Quality Division (FSQD) being the relevant legislation Food Safety Act: Laboratory testing functions are in the process of being brought sis2.moh.gov.my/fosimv2/HOM/frmHOMPage.aspx MOH responsibility

Advisory services to assistance with compliance Department of Islamic Development Standardising the legal and administrative aspects relating to Islamic www.islam.gov.my/en Malaysia (JAKIM) affairs, laws and education within the country Recognised Halal Certification Bodies: Halal certification www.halal.gov.my/v3/index.php/en/list-of-approved-islamic-bodies The Ministry of Agriculture’s Food and Sets labelling and packaging standards www.moa.gov.my/ Agriculture Marketing Authority 3P Produces organic certificates Royal Customs and Excise Collection of indirect taxes such as customs duty (import and export), www.customs.gov.my/index.php/en Department, Ministry of excise duty, sales tax, and service tax Finance Malaysia ANNEX VI — MAJOR FOOD AND BEVERAGE TRADE SHOWS IN MALAYSIA

Trade Show Location Frequency Details Website

Malaysia International Food & Beverage Fair Kuala Lumpur yearly Covers all food products and food technology www.mifb.merebo.com Malaysia International Food Processing & Packaging Kuala Lumpur yearly Packaging, labelling, food processing & malaysiapack.com.my bakery equipment Malaysia International Halal Showcase Kuala Lumpur yearly Trading platform for sourcing and selling of www.mihas.com.my global halal products

ANNEX VII – USEFUL LINKS

Subject Link Austrade Tariff Finder aseantariffs.austrade.gov.au/tariff-finder Certificate of Origin/Declaration of Origin https://www.dfat.gov.au/fta/mafta/factsheets/important-notice-importers-and-exporters-doo-coo.html Labelling http://www.austrade.gov.au/Export/Export-Markets/Countries/Malaysia/Industries/Food-and-beverage#.U2nGWPmSyHM Halal Certification Bodies http://www.halal.gov.my/v3/index.php/en/list-of-approved-islamic-bodies Food Safety Information System — Ministry of Health http://fsis2.moh.gov.my/fosimv2/HOM/frmHOMPage.aspx 95 AFGC MARKET INSIGHTS: MALAYSIA 96 AFGC MARKET INSIGHTS: MALAYSIA Postal Address: POBox289,NorthSydneyNSW2059 51 Walker Street,NorthSydneyNSW2060 Sydney Contact Details: W: www.aigroup.com.au expanding rangeofsectorsincludingthefoodindustry. The Ai Groupisapeakindustryassociationin Australia whichrepresentstheinterests ofbusinessesinan Australian IndustryGroup(AiGroup) P: 0262732311 F:0262733286E:[email protected] Commerce House,Level3,24Brisbane Avenue, Barton ACT 2600 ACCI Canberra Contact Details: W: www.acci.asn.au Associations fromallsectorsofthe economy. of thenation'speakStateand Territory ChambersofCommerceandIndustryNational ACCI is Australia's largestbusinessassociation,speakingatanationalandinternationallevelonbehalf Australian ChamberofCommerceandIndustry(ACCI) P: 0262731466F:1477 Level 2,Salvation Army Building,2–4Brisbane Ave, Barton ACT 2600 Contact Details: W: www.afgc.org.au Australia’s food,drinkandgrocerymanufacturingindustry. The Australian FoodandGroceryCouncil(AFGC)istheleadingnationalorganisationrepresenting Australian FoodandGroceryCouncil(AFGC) INDUSTRY ASSOCIATIONS FURTHER INFORMATION ANNEX VIII—SOURCESOF P: 0294665566F: 5599

P: 0394796043E:[email protected] S6 Bld2 Tech Enterprise Ctr., La Trobe Uni2Research Av., BundooraVIC3086 Contact Details: W: www.fial.com.au innovation inthe Australian foodindustry. FIAL isanindustry-led,governmentfundedinitiativetoacceleratecommercially-drivencollaborationand Food Innovation Australia Limited(FIAL) P: 0282437400E:[email protected]:92516492 Export House,Level2,22PittStreet,SydneyNSW2000 Contact Details: W: www.export.org.au exporters todecisionmakers. that representbusinessengagedininternationaltradeandmakesrepresentationstoonbehalfof The ECA istheindustrybodyfor Australian exportcommunity. Itsupportssectorspecificassociations Export Councilof Australia (ECA) P: +61262611111 F:+61262613111 R.G. CaseyBuilding,JohnMcEwenCrescent,Barton ACT 0221 Australia Contact Details: W: www.dfat.gov.au government agenciestocoordinate Australia’s global,regionalandbilateralinterests. DFAT providesforeign,tradeanddevelopmentpolicyadvicetothegovernmentworkswithother Department ofForeign Affairs andTrade (DFAT) 97 AFGC MARKET INSIGHTS: MALAYSIA 98 AFGC MARKET INSIGHTS: MALAYSIA P: +61883032400F:2410E:[email protected] Level 9, The Conservatory, 131–139GrenfellStreet, Adelaide, South Australia 5000 Contact Details: W: www.dmitre.sa.gov.au South — Department forManufacturing,Innovation,Trade, ResourcesandEnergy P: +61293386600F:6950E:[email protected] Level 47,MLCCentre,19MartinPlace,SydneyNSW2000 Australia Contact Details: W: www.business.nsw.gov.au New SouthWales Trade &Investment P: +60327825600F:21418592 Australian HighCommission,6Jalan Yap KwanSeng,KualaLumpur50450 Austrade KualaLumpur Contact Details: W: www.austrade.gov.au Australian exporters. The Australian Trade CommissioninMalaysiaprovidesinformation,adviceandservicesfor Australian Trade Commission(Austrade) GOVERNMENT OFFICES AUSTRALIAN TRADECHAMBERSANDSTATE

Australia

P: +622157905620 Hoessein Salim, Trade andInvestmentCommissioner ANZ Tower, 16thFloor, Jl.JendSudirmanKav33A,Jakarta ASEAN Contact Contact Details: W: export.qld.gov.au Trade andInvestmentQueensland(TIQ) P: +61892220555F:0505 1 Adelaide Terrace, EastPerth,Western Australia 6004 Contact Details: W: www.dsd.wa.gov.au Department ofStateDevelopment—Western Australia P: +60320551502 Tim Dillon,CommissionertoSouthEast Asia Suite 23.1,Level23MenaraIMC,8JalanSultanIsmail,50250KualaLumpur, Malaysia Malaysia E: [email protected] P: (+613)96519239F:9505 121 ExhibitionStreet,MelbourneVIC3000 CBD —InnerMelbourneRegion Contact Details: W: www.business.vic.gov.au Victorian GovernmentBusinessOffices(VGBO)

99 AFGC MARKET INSIGHTS: MALAYSIA AFGC MARKET INSIGHTS: MALAYSIA

www.afgc.org.au Australian Food and Grocery Council