Table of Content

Scope
Consumer landscape in Malaysia 2022
Life priorities
Prioritising time to spend with parents well above global average
Time with friends is a lower priority than time for favourite activities
Malaysian consumers want uniquely tailored products and services
Millennials seek curated experiences that are tailored to their tastes
Consumers like to try new products and services from trusted brands
Millennials focus on buying from brands that they can trust completely
Home life
Higher percentage than global average regularly work or play video games at home
All generations highly active virtually, staying connected with friends and family
Smart home functionality appeals to younger generations
Eating habits
Malaysians have a greater preference for takeaway/ready made food and eating out
Consumers focus on health/nutritional benefits and low prices and when shopping for food
Gen X are more inclined to adopt a plant-based menu
Consumers enjoy their snacks while watching TV or streaming
Working life
Earning a high salary is a top priority
Working at home appeals more to middle generations
Millennials want high salaries and job security
Desire for flexible working hours and home working higher than global average
Millennials focused on finding work with flexible working hours
Leisure habits
All generations socialise online more regularly than meeting-up in person
Shopping is still a highly popular leisure activity
Millennials are the most avid leisure shoppers
Consumers focused on domestic holidays in the previous 12 months
Holiday-makers’ top priority is finding a place to relax and unwind
Baby boomers more interested in all-inclusive holidays than other generations
Health and wellness
High percentage of Malaysians exercise 1-2 times per week
Walking and running more popular than other exercise routines
Millennials are the most active runners/joggers
Massage was the most popular stress-reduction activity in previous six months
Millennials more engaged in stress-reduction activities than other generations
Sustainable living
Consumers are active in their efforts to have a more positive impact on the planet
Millennials have stronger concerns about climate change
Reducing food waste is a top concern for Millennials
Using sustainable packaging is a priority

35% of Malaysians donate to non-profits and charities that support causes they value
Millennials more likely to share their opinions on social media than other generations
Shopping habits
Malaysians are buying less to afford higher quality products
Visiting shopping malls appeals most to Millennials
Malaysians more influenced by their social media network than their global counterparts
Friends and family recommendations are the most influential for Millennials
Convenience of a subscription service outweighs other benefits
Millennials appreciate the convenience of subscription services far more than other cohorts
Consumers like to visit stores to see and try products before buying
Millennials shop in-store for the benefit of immediate purchase
Consumers generally more motivated to shop online than their global counterparts
Millennials are more motivated to shop online by the offer of free delivery
Spending habits
Low percentage of consumers expect to increase spending on clothing and footwear
Over half expect to increase their savings over the next 12 months
Technology
Less than 30% of consumers freely share personal information online
All generations actively manage their data sharing and privacy settings
Millennials have higher ownership of smart appliances than other cohorts
Ownership of smartwatches and fitness wearables higher than global average
Video gaming is a more regular activity in Malaysia than global average
Millennials more active than other generations on social networks