Malaysia’s fresh produce businesses need to improve their packaging if they are to compete in a modernising market.
That’s the opinion of Kenneth Wee, director of Malaysian consulting firm Total Agri Marketing.
“With the growth of hypermarkets and supermarkets, packaging is one area fresh produce players need to look at for product innovation and differentiation,” he told Fruitnet.com.
“Fresh produce is not going to be solely a daily consumable item; consumer sophistication will eventually change the requirements of fresh produce for all in this industry.
“This is a healthy change or evolution and the majority of the industry folks should be keeping themselves ready for the market sophistication.”
The fresh produce market share of modern retail formats in Malaysia is steadily increasing, although currently that share sits at only around 10 per cent for fresh food, according to figures from Kantar Worldpanel Asia.
Malaysian production is also facing strong competition on the domestic market from lower-priced Thai produce.
“Around April is Thai fruit season, and a lot of Thai fruits are entering the Malaysian market during this time of the year,” explained Mr Wee.
“With mangoes, rambutan, mangosteen, dokong, durian, lychee and so on Thailand has made significant notice as their prices are very reasonable and affordable for the Malaysian consumers.”
