Malaysian Consumer Sentiment Behaviour: Halal Consumer Preferences

In Malaysia, consumer purchasing decisions are intricately linked to the country's rich tapestry of cultural and religious diversity. For many, especially within the Muslim community, halal principles are a pivotal factor in choosing products, underscoring a significant aspect of their daily lives. The Halal certification issued by the Department of Islamic Development Malaysia (JAKIM) stands as a key indicator of compliance with Islamic dietary laws, guiding consumers in their selections across a broad spectrum of goods. 

Nevertheless, in situations where JAKIM Halal certification is absent what alternative criteria do Muslim consumers prioritise? This article investigates these additional factors, providing insights into the considerations that shape purchasing behaviour when explicit halal certification is absent. Through this exploration, we aim to highlight how cultural and religious values intricately influence the Malaysian market landscape, illustrating the nuanced preferences that drive the expansion of the halal economy. 

Methodology 

This survey was conducted from 23rd February to 11th March 2024 using Vodus’ proprietary OMTOS online survey method that enables a survey audience sampling reach of 17 million Malaysians (53% of population) through a network of major online media platforms. In total, Vodus has surveyed 19,697 respondents nationwide to generate data and insights that accurately represents the Malaysian consumer population.   

Consumer Preferences & Considerations 

In Malaysia, where cultural and religious diversity is deeply ingrained in society, making informed consumption choices is essential for many consumers. For Muslim consumers, following Halal principles in their purchases is not just a preference but a fundamental part of their lifestyle. Malay consumers, who make up a significant portion of the population, are particularly diligent in ensuring that their beverages, food, personal care products, skincare, and cosmetics have JAKIM Halal certification. In contrast, other ethnic groups are generally indifferent to the presence of Halal certification in their purchases. 

When it comes to Halal certifications, our survey found that food purchases had the highest level of consideration, with 69% of respondents prioritising JAKIM Halal certification and the presence of Muslim employees in the business. Similarly, 64% of respondents also prioritise these factors when purchasing beverages. 

For personal care, skincare, and cosmetic product purchases, the consideration of JAKIM Halal certification and the presence of Muslim employees in the business was slightly lower, with 55% for personal care products and 54% for skincare and cosmetic products. 

Interestingly, among other considerations when purchasing these products, 18% of respondents prioritise pork and alcohol-free options for skincare and cosmetics. For personal care products, 15% of respondents consider alcohol-free options important. 

Base: Malaysian adults aged 18+ (n=1,083)​  

[Grid] What is your minimum consideration when buying the following categories?​ Beverage and food  

Source: Vodus Consumer Sentiment Survey 2024  

 The preferences for food and beverages among Malaysian consumers exhibit distinct patterns shaped by age, geographic location, income levels, and cultural considerations. Young adults aged 18–24, residents of East Coast states like Kelantan, Terengganu, and Pahang, and those in the lower B40 income group (monthly household income < RM5,000) show a strong preference for products from businesses that either employ Muslim staff or possess JAKIM Halal Certification, reflecting a commitment to religious dietary practices. 

Conversely, consumers in the Central Region, encompassing Selangor, Kuala Lumpur, and Putrajaya, tend to show a neutral stance towards beverage purchases, indicating a lesser emphasis on specific dietary considerations compared to other regions. In the Southern Region, including Negeri Sembilan, Melaka, and Johor, along with a notable portion of the Upper M40 income segment (monthly household income RM8,000-12,000), there is a significant indifference towards food choices, suggesting a diversity in dietary preferences and less strict adherence to certification requirements. Furthermore, the Upper M40 group also displays openness towards beverages free from pork and alcohol, indicating a preference for options aligned with health and cultural considerations rather than strict religious adherence.  

At the highest income level (T20, monthly household income > RM12,000), consumers show indifference towards both food and beverage choices, potentially due to a wider range of available options and a focus on convenience or personal taste over specific dietary or cultural preferences. Understanding these varied consumer behaviours is essential for businesses and policymakers aiming to effectively cater to the diverse dietary preferences across Malaysia. 

In addition to the nuanced regional and demographic variations in food and beverage preferences among Malaysian consumers, it is evident that these choices are intricately linked to broader socio-economic factors and cultural dynamics. The preferences observed highlight not only dietary considerations but also reflect varying degrees of adherence to religious practices, health consciousness, and convenience preferences across different income brackets and geographic locations.  

 For businesses and policymakers, this comprehensive understanding is crucial for tailoring marketing strategies, product offerings, and regulatory frameworks that resonate with the diverse and evolving tastes of Malaysian consumers. Moreover, fostering awareness and respect for cultural diversity in food choices can contribute to promoting inclusivity and consumer satisfaction in the marketplace, thereby enhancing overall economic and social well-being in the country. 

Base: Malaysian adults aged 18+ (n=1,083)​  

[Grid] What is your minimum consideration when buying the following categories?​ Personal care and Skincare & cosmetics  

Source: Vodus Consumer Sentiment Survey 2024  

Our study reveals that JAKIM Halal Certification holds significant sway among Malaysian consumers when it comes to personal care, skincare, and cosmetic products, with just over 40% prioritizing this certification in their purchasing decisions. This preference is notably higher in East Malaysia, where 65% of consumers prioritize Halal certification, highlighting a strong cultural and religious influence in product choices.  

 Among the B40 income group, slightly over 50% prioritise Halal certification, underscoring its importance in catering to diverse economic backgrounds. Notably, Malaysians aged 55 and above emerge as the most ardent supporters of Halal-certified products, with 47% in this demographic considering it a crucial factor. 

In terms of specific ingredients, our study identifies a significant preference among younger demographics for products that are alcohol- and pork-free. Approximately 23% of individuals aged 18-24 prioritize these factors in skincare and cosmetics, reflecting a growing awareness of health-conscious choices among younger generations. Similarly, 25% of this age group prioritize such considerations in personal care products, indicating a consistent trend towards mindful consumption habits. 

Conversely, a notable segment of Malaysian consumers remains indifferent when purchasing personal care, skincare, and cosmetic products. 26% of indifferent consumers are in Central Malaysia, where the multicultural environment fosters acceptance towards Western-style products that may contain alcohol-based ingredients. Additionally, 26% of indifferent consumers are from Southern Malaysia, suggesting a broader spectrum of preferences in this region. Notably, the T20 income group shows a higher propensity for indifference, comprising 35% for personal care products and 30% for skincare and cosmetics, possibly due to greater access to a wide range of product choices. 

The cultural landscape in Central Malaysia, where Islam predominates but significant non-Muslim communities also exist, influences consumer attitudes towards product ingredients. This multicultural acceptance extends to personal care and cosmetic products with alcohol or pork-based ingredients, reflecting a nuanced balance between religious considerations and broader cultural acceptance. Understanding these nuanced preferences and cultural dynamics is crucial for businesses seeking to effectively cater to diverse consumer needs and preferences across Malaysia's regions and demographic groups. 

For more info on our state-level and demographic deep dive analysis, or if you want to know more about our proprietary OMTOS survey technology, please contact us in the form below or email us at contact@vodus.com.