The Survival of Non Alcoholic Beverages in Malaysia
Evaluate what are the factors that can contribute towards the success of the non alcoholic beverages
Introduction
The largest consumer markets in the world today are the Muslims. Whereby, Muslims count for an estimate of 1.6 billion of the world population (Central Intelligence Agency, 2008 as cited in Zakaria and Abdul-Talib, 2010) which gives rise to the market for Halal goods and services. Today the Halal goods and services exported globally is worth US$2.1 trillion (Central Intelligence Agency, 2008 as cited in Zakaria and Abdul-Talib, 2010).
Furthermore, the increase in the population of Asia Pacific region (APAC), tend to give rise to 700 million new consumers by 2020 (Accenture, 2008) which also will give rise to the demand for food and beverages. In which it was estimated that food and nonalcoholic beverages would be a $us781 billion market in APAC by 2010 (Accenture, 2008). Thus, the market for non-alcoholic beverages has given rise in the past few years. Whereby, it is expected that it will expand at a moderate rate of 3.8 percent in APAC.
Malaysia has been of no exception as a market for nonalcoholic beverages, in which they already have in their market a number of non- alcoholic brands (made fruit contents and malts) namely: 1- ISTAK from Arpanoosh Industrial Co
2- MALTA from Guinness Anchor Berhad
3- NUTRIMALT from Carlsberg Malaysia
4- BARBICAN from Aujan Industries.
Target Market for Non-Alcoholic Beverages
[pic]
Figure 1: Target Market for Non-Alcoholic Beverages
Figure 1 shows the target market for nonalcoholic product based on the compiled facts of the contents in the existing brands in the Malaysian market (Refer to Appendix One). The product is basically portrayed as Halal whereby, it specifies the alcoholic level in the drink. It is also marketed as a healthy fruit and malt based product designed for the healthy lifestyle groups, youth, as well as women who are pregnant and who are breast feeding.
Introduction
The largest consumer markets in the world today are the Muslims. Whereby, Muslims count for an estimate of 1.6 billion of the world population (Central Intelligence Agency, 2008 as cited in Zakaria and Abdul-Talib, 2010) which gives rise to the market for Halal goods and services. Today the Halal goods and services exported globally is worth US$2.1 trillion (Central Intelligence Agency, 2008 as cited in Zakaria and Abdul-Talib, 2010).
Furthermore, the increase in the population of Asia Pacific region (APAC), tend to give rise to 700 million new consumers by 2020 (Accenture, 2008) which also will give rise to the demand for food and beverages. In which it was estimated that food and nonalcoholic beverages would be a $us781 billion market in APAC by 2010 (Accenture, 2008). Thus, the market for non-alcoholic beverages has given rise in the past few years. Whereby, it is expected that it will expand at a moderate rate of 3.8 percent in APAC.
Malaysia has been of no exception as a market for nonalcoholic beverages, in which they already have in their market a number of non- alcoholic brands (made fruit contents and malts) namely: 1- ISTAK from Arpanoosh Industrial Co
2- MALTA from Guinness Anchor Berhad
3- NUTRIMALT from Carlsberg Malaysia
4- BARBICAN from Aujan Industries.
Target Market for Non-Alcoholic Beverages
[pic]
Figure 1: Target Market for Non-Alcoholic Beverages
Figure 1 shows the target market for nonalcoholic product based on the compiled facts of the contents in the existing brands in the Malaysian market (Refer to Appendix One). The product is basically portrayed as Halal whereby, it specifies the alcoholic level in the drink. It is also marketed as a healthy fruit and malt based product designed for the healthy lifestyle groups, youth, as well as women who are pregnant and who are breast feeding.