Report: Malaysia Promo Study

Winning with Promotions

Explore how Malaysian shoppers are evolving – and what it means for your promotional strategy.

Promotions have become an even more powerful driver of FMCG growth in Malaysia – but they’re also becoming more complex. With 28.6% of FMCG value sales now driven by promotions, manufacturers and retailers alike are under increasing pressure to activate smarter, not just more.

The Malaysian FMCG landscape is shifting. Shoppers are increasingly attuned to promotions, and the types of offers they respond to are changing. Price-Offs remain dominant, but Multi-Buy promotions and Free Gifts are gaining traction. At the same time, competition is intensifying across channels, with some retailers showing greater success in converting promotions into incremental gains.

Beneath the surface, a deeper strategic challenge emerges: are promotions truly delivering growth, or are they simply shifting full-price sales into discounted formats?

In this report, we uncover:

• How Malaysian shoppers’ promo reliance has changed – and why it matters
• Which mechanics are most effective at driving trips, spend, and penetration
• How to measure true incrementality vs subsidisation in your promotional plans
• What role retailers play in amplifying or diluting promotional success
• Why promo share hasn’t returned to pre-COVID levels – and what’s holding it back
• How to balance promotion-led and everyday value strategies

This report is your essential guide to navigating a promo-saturated environment with insight, clarity, and commercial impact. Whether you’re planning brand activations, price promotions, or portfolio shifts, the Promo Study 2025 offers the data and direction to help you make better choices.