Malaysian FMCG products surge in popularity in the Philippines

The vibrant shelves of Filipino grocery stores are set to become even more diverse as Malaysian grocery products rise in popularity. This is largely attributed to the dedicated efforts of MATRADE Manila, Malaysia’s national trade promotion agency under the Ministry of Investment, Trade and Industry. The office headed by Trade  Commissioner, Ms. Intan Zalani has been actively promoting Malaysia brands especially fast moving consumer goods (FMCG) in the Philippine market.

MATRADE MANILA Trade Commissioner, Ms. Intan Zalani

The Philippines, known for its rich culinary diversity, has embraced various international flavors, and Malaysian cuisine has found a receptive audience. This is evident in the increasing presence of Malaysian products in local grocery stores and supermarkets. With their unique flavors and high-quality ingredients, products such as instant noodles, sauces, spices, snacks, and beverages have piqued the interest of Filipino consumers, leading to a growing demand.

One of the standout aspects of this growing demand for Malaysian products is the increasing interest in Halal Malaysia products. As a Muslim-majority country, Malaysia has long been known for its high standards of halal certification, and this is making an impact in the Philippines, where an expanding Muslim population is seeking trusted halal options. “We are proud to see Malaysian Halal-certified products finding a place on the shelves of Filipino grocery stores,” said Ms. Zalani. “This not only meets the growing demand for halal products but also strengthens the ties between Malaysia and the Philippines by offering consumers safe, trusted, and authentic food choices.”

In 2023, Malaysia exported USD12.5 billion worth of halal products globally. For the Philippines market, a total of USD0.51 billion worth of halal products were exported from Malaysia to the Philippines with products including food & beverages, halal ingredients and cosmetics as well as personal care.

Robinsons Supermarket and other major supermarkets all over the country have become key retail partners in this initiative. Shoppers can expect to find an array of Malaysian products on the shelves, catering to both traditional and contemporary cooking needs. The collaboration between MATRADE Manila and these retailers aims to enhance accessibility and convenience for consumers eager to explore Malaysian flavors.

Looking ahead to 2025, Ms. Zalani has expressed confidence that even more Malaysian products will be available in the Philippines. The commitment to expanding the presence of Malaysian goods is seen as a strategic move to strengthen bilateral trade relations between Malaysia and the Philippines. “We hope through iconic event such as Malaysia International Halal Showcase (MIHAS) we will see more Philippine buyers sourcing for products which are halal from Malaysia”. By introducing a wider range of products, consumers will have the opportunity to experience the rich culinary heritage of Malaysia, while local grocery stores benefit from the increased foot traffic drawn by these diverse offerings.

ADVT. 

This article is brought you by Malaysia Trade.