Malaysians Are Visiting Fewer Channels

Shoppers drop channels as they reduce frequency

For the past four years, Malaysia’s FMCG market has suffered from reduced shopping frequency, with the number of trips dropping from 99.2 in the year ending June 2022 to 86.2 in 2025. However, that did not deter shoppers from visiting more channels. This has led to less loyalty within most channels, as consumers used the remaining trips to broaden their repertoire of shopping destinations. That said, the year ending June 2025 finally saw a decline in the number of channels shoppers purchase at, from 6.6 to 6.4. This shows that they will eventually reduce the number of channels they visit if frequency drops to a low enough level.To analyse the FMCG market and track the changes in where Malaysian consumers decide to shop, Worldpanel by Numerator closely monitors shoppers and uncovers insights into their purchasing behaviour across more than 120 FMCG categories for in-home consumption. The panel consists of 4,000 shoppers who continuously record their purchases using the Kantar Scope app on their smartphones. The panellists provide information that includes, but is not limited to, the channels and retailers they made their FMCG purchases at.