Minuman Malaysia 2009

Minuman is an initiative by TNS-Research International Malaysia to understand what drives the beverage market in Malaysia.

Ready-to-drink (RTD) market

It is a syndicated study which captures usage and attitudes towards beverages providing a holistic, comprehensive view of the ready-to-drink (RTD) market.

In all, a total of 24 categories are covered under the umbrella of Milk, Yoghurts, Non-Alcoholic Beverages and Water.

The survey covered 600 respondents from Peninsular and East Malaysia and is representative of Malaysia’s population covering the mass affluent and internet savvy users.

The study offers clients a comprehensive, single source view of how sub-categories of RTD interact with each other and what drives each of them. Further, psychographic clusters based on attitudes, opinions towards the beverages, occasions and consumption would enable a sharper focusing for effective marketing and communication.

In addition, this study provides a unique insight into the RTD market using two unbeatable TNS proprietary tools:

Conversion Model™ : This analysis helps understand how committed are the users for each beverage and how discriminating, open minded or unavailable they are to the other beverages. Findings from this analysis would be a critical component in planning the investments required (ATL, BTL, etc.) for any RTD Beverage brand in Malaysia.

Future View™: This breakthrough analysis offers clients foresight – taking our insights further by helping determine which categories are likely to be a fad/ flavor of the month vs. those likely to be the currency of the youth tomorrow, and help mine what makes these categories tick.

Insights

Some Insights – How consumers perceive some of the RTD beverage categories as;

UHT milk is considered the most hygienically packed milk and is connoted to have the longest shelf life compared to other milk types.
More than half of Malaysian consumers say that pasteurized milk is the most nutritious milk and enjoyed best when chilled.
More than half of the consumers are looking out for energy and health drinks when ‘on the move’ and ‘in order to keep the active tempo going’.
Powder milk is considered to be a multi-purpose milk and suitable and nutritious for all members of the family.
Fruit juices are considered as a good replacement of fruits by 51% of the Malaysians.
Malaysians have a highly positive health disposition towards soya milk and yoghurts – which keeps the cholesterol level in control and help them stay in shape/ good digestion.
Asian style drinks are not considered for traditional people anymore.

For more insights from TNS Research International’s Minuman syndicated survey and to subscribe please contact our local representative at Asrar.khan@tns-global.com or Satish.Pai@tns-global.com or you may reach us over the phone: +603-27878888.

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