Convenience stores fuel Malaysia’s confectionery boom

Shoppers make impulse buys and queue for limited items.

Convenience stores and minimarkets are emerging as Malaysia’s fastest-growing channel for confectionery purchases, supported by rapidly expanding store networks, urban lifestyles, and shorter shopping missions among younger consumers.

“Their accessibility and fit with impulse-driven purchases make them key growth engines,” Sean Jeong, general manager for West Asia at Mars, Inc., told Retail Asia.

Mars Wrigley products are widely sold through major chains such as 7-Eleven, FamilyMart, myNEWS, and KK Supermart. Jeong said the company has shaped its execution around these high-frequency formats, guided by its “Perfect Store” strategy to ensure visibility, on-shelf availability, and engaging point-of-purchase displays.

“With busy lifestyles, light and on-the-go options are increasingly popular,” he said in an emailed reply to questions. “We see this in the role of convenience stores, where shoppers are not only making impulse purchases but even queuing for unique or limited products.”

His team relies on data-driven insights and consumer-focused execution to track shifts in snacking habits and refine its retail approach. Confectionery remains a top impulse category across modern trade in Malaysia.

“Purchases of chocolates are seen as ‘add-ons’ in weekly grocery lists,” said Nikhil Vallabhan, a thought leader at Frost & Sullivan. “They are not planned purchases and are spontaneous in nature, arising from strategic product placements, shelf displays, and offers or discounts.”

This aligns with trends across Asia, where checkout counters and front-of-store displays often trigger unplanned purchases.
Malaysia’s per capita spending on confectionery—estimated at $120 to $180 from 2023 to 2025—far exceeds the regional average of $70 to $90.

Placement remains critical,Vallabhan noted. “In several supermarkets, selected chocolates, candies, chewing gums, and medicated candies are placed at the check-out counter, which prompts impulsive purchases.”

Young Malaysians, particularly Gen Z, are driving appetite for novelty and experiences. They favour limited-edition flavours, immersive campaigns, and ethically sourced products, Jeong said.

Mars Wrigley has responded with pop-ups and activations that combine interactive games and exclusive merchandise.

Digital platforms have become even more essential for shaping demand. Brands use social media, e-commerce, and tie-ups with delivery players to connect with tech-savvy consumers. Mars Wrigley, for instance, works with TikTok Shop, Grab, and Foodpanda to engage shoppers seamlessly across online and offline channels.

Social media plays a strong role in Gen Z’s willingness to pay for niche confectionery, Vallabhan said, amplifying demand for seasonal or novelty items during festive periods such as Chinese New Year, Ramadan, Deepavali, and Christmas.

Campaigns by confectionery brands often create a sense of “missing out,” especially for items tied to cultural themes or traditional treats. Gen Z’s consumption is heavily shaped by social trends, limited editions, and visually appealing products suited for online sharing.

“They value authenticity and experiences that go beyond the product itself—it’s not just about taste, but what the brand stands for and how it fits into their lifestyle,” Jeong said.

Vallabhan described Gen Z as Malaysia’s most informed chocolate consumers. Their demand for high-quality, sustainably sourced, “free-from,” and bold-flavoured products has spurred the rise of artisanal makers and cafés.

Whilst indulgence remains the strongest driver of confectionery spending, health-conscious choices are gaining importance.

“Malaysians want to enjoy indulgence without guilt, which is why portion control, permissible treats, and functional benefits are gaining traction,” Jeong said.

Heightened awareness of sugar intake, rising rates of diabetes and obesity, and deeper understanding of artificial sweeteners and additives have pushed brands to rethink their portfolios, Vallabhan added.

He expects functional confectionery to post the fastest growth over the next five years, estimating annual expansion of 15% to 20%. Higher dark chocolate content, dairy-free, vegan, and reduced-sugar options appeal widely, though these often cost 25% to 200% more than mass-market products.

Mars Wrigley sees health-focused and lighter choices, sustainability, premium experiences, and the rise of social commerce shaping Malaysia’s confectionery landscape.

Vallabhan said Malaysians will pay a bit more for mass-market products that feel more premium, whilst niche shoppers prefer curated, ethical, and story-driven treats.