Functional beverages gain popularity in Malaysia

Consumers now prioritise holistic wellness and seek products that align with their values.

Functional beverages are becoming a go-to choice for Malaysian consumers seeking convenient wellness options, according to GlobalData.

These drinks, enriched with vitamins and probiotics, support digestion, boost energy, and reduce stress, addressing the demand for products that support physical and mental well-being, the report said.

Savitha Kruttiventi, consumer analyst at GlobalData, said that consumers today are actively seeking quick, on-the-go solutions for their wellness needs. “With the evolution of health and wellness, consumers prioritise holistic wellness and seek products that align with their values,” she said.

“The increased consumer demand for balance and vitality led to a surge in demand for products that support health and wellbeing," added  Paul Savuriar, Senior Business Development Manager for ASEAN at GlobalData.

He said that this demand is driving brands like Nestlé Malaysia to launch new products such as their GOODNES range, which includes functional fruit drinks designed to improve sleep, support eye health, and boost energy. These drinks come in convenient, sugar-free formats.

In Malaysia, 7 in 10 consumers are also influenced by how products impact their health, per GlobalData’s 2024 Q3 Consumer Survey.

“With the increasing consumer interest in health and convenience, the market for functional beverages is set for an expansion," Kruttiventi said. "By focusing on consumer needs for convenience and health benefits, companies can build brand loyalty in the long run.”