May 02, 2025 9:09AM

Malaysia’s Drinking Milk Consumer Report 2024

Milk has long been a dietary cornerstone in Malaysian households, providing essential nutrients such as calcium, protein, and vitamins that support the health and wellbeing of both children and adults. However, today’s consumers are making more intentional and informed choices when it comes to milk — no longer limited to traditional dairy options. 

Driven by rising health awareness, dietary sensitivities, and ethical or environmental concerns, Malaysians are increasingly turning to alternative milk options such as soy, almond, oat, and other plant-based or lactose-free varieties. While dairy milk remains the most popular category, a growing number of consumers are actively seeking out alternatives for reasons including digestive comfort, lactose intolerance, lower cholesterol, perceived health benefits, and sustainability values. 

Since 2010, Malaysia has witnessed a significant shift in milk consumption patterns. This change reflects not only evolving consumer preferences but also increased product availability, urbanisation, exposure to international food trends, and a growing middle class with greater purchasing power. The result is a far more fragmented and competitive milk market, with new brands and categories emerging rapidly. 

To help stakeholders navigate this complex landscape, Malaysia's Drinking Milk Consumer Report 2024 delivers one of the most comprehensive consumer studies of its kind. Backed by responses from 4,916 Malaysian adults across all regions, the report presents a holistic view of consumption trends across dairy, plant-based, and formula milk segments. 

Comprehensive Brand-Level Insights 

In addition to category-level analysis, this report provides in-depth insights into how Malaysian consumers engage with milk brands throughout the decision-making journey: 

• Brand Awareness: Which milk brands are top-of-mind and most widely recognised across Malaysia? 
• Brand Consideration: Which milk brands do consumers shortlist and actively consider during their purchase decision? 
• Brands Purchased in the Past Month: Which milk brands are consumers buying — and how frequently? 
• Brand Preference: Which milk brands do consumers prefer over others, and why? 

These insights reveal how brand equity translates into actual market performance, helping marketers, brand managers, and product teams understand how well their brands are positioned, identify gaps, and develop strategies to connect more effectively with key consumer segments. 

Key Consumer Insights 

Our research goes beyond surface-level trends, answering critical questions that matter to brands, producers, investors, and decision-makers in the milk industry. This report offers insights into the following areas: 

Consumption Behaviour and Patterns 

• Frequency and quantity of milk consumption 
• Differences in preference between dairy, plant-based, and formula milk 
• Regional and age-related variations in milk intake 

Consumer Demographics 

• Detailed breakdown of who is consuming each type of milk 
• Demographic segmentation by age, gender, income, and region 
• Identification of underserved or high-potential segments 

Factors Influencing Purchase Decisions 

• What drives Malaysians to choose one brand or product over another? 
• Key drivers include health benefits, flavour, packaging, convenience, pricing, and more 
• Critical attributes that consumers consider when buying milk 

Acceptability of Functional & Fortified Products 

• Attitudes towards added nutrients, probiotics, lactose-free, and other functional benefits 
• Willingness to pay more for health-focused milk options 

Product Preferences & Market Gaps 

• Most popular packaging types and sizes 
• Preferred flavours and innovative product ideas 
• Consumer perceptions around value for money and premium positioning 

About the Report

The survey was conducted by Vodus using a proprietary low-disruption online methodology that ensures high engagement and quality data. It ran from 13th December 2024 to 14th January 2025, capturing a representative sample of 4,916 Malaysian adults, covering all major regions of Peninsular and East Malaysia. 

Respondents were reached via the Vodus Media Network, which includes top-tier Malaysian media brands such as Media Prima, Astro, and Star Media Group — ensuring wide and credible coverage of the adult population.