ࡱ> A{M bjbj== ɏWWolvvvvV V V j iii8Lii<j ȯ80llm(mmmtt${<`} GIIIIII$  mV ~st"~~mvvmm~vmV mG~Gr @V #m$l j _i6#$0ȯ͘V t#j j vvvv  Required Report - public distribution Date: 10/8/2004 GAIN Report Number: MY4056 MY4056 Malaysia Exporter Guide Annual 2004 Approved by: Jonathan Gressel U.S. Embassy, Kuala Lumpur Prepared by: Jacelyn Chang  Report Highlights: With per capita income of over $4,600, a middle and upper class making up 61 percent of the population, and 6-7 percent GDP growth forecast for 2004-2005, Malaysia shows good potential for growth as a market for consumer high value products. The Malaysian food and beverage market is becoming increasingly sophisticated and tariffs are low for most imported products. New retail outlets, which are good venues for imported products, are continuing to open, thereby providing better access to consumers. Best product prospects include fresh fruits and vegetables, pet foods, halal poultry meat, nuts, frozen potatoes and wine.  Includes PSD Changes: No Includes Trade Matrix: No Annual Report Kuala Lumpur [MY1] [MY] Table of Contents TOC \o "1-5" \h \z   HYPERLINK \l "_Toc84993131" SECTION I. MARKET OVERVIEW  PAGEREF _Toc84993131 \h 3  HYPERLINK \l "_Toc84993132" SECTION II. EXPORTER BUSINESS TIPS  PAGEREF _Toc84993132 \h 4  HYPERLINK \l "_Toc84993133" SECTION III. MARKET SECTOR STRUCTURE AND TRENDS  PAGEREF _Toc84993133 \h 6  HYPERLINK \l "_Toc84993134" SECTION IV. BEST HIGH-VALUE PRODUCTS PROSPECTS  PAGEREF _Toc84993134 \h 12  HYPERLINK \l "_Toc84993135" SECTION V. KEY CONTACTS AND FURTHER INFORMATION  PAGEREF _Toc84993135 \h 15  HYPERLINK \l "_Toc84993136" APPENDIX I. STATISTICS  PAGEREF _Toc84993136 \h 16  HYPERLINK \l "_Toc84993137" A. KEY TRADE & DEMOGRAPHIC INFORMATION  PAGEREF _Toc84993137 \h 16  HYPERLINK \l "_Toc84993138" TABLE B. Consumer Food & Edible Fishery Products  PAGEREF _Toc84993138 \h 17  HYPERLINK \l "_Toc84993139" TABLE C. Top 15 Suppliers of Consumers Foods & Edible Fishery Products  PAGEREF _Toc84993139 \h 18  SECTION I. MARKET OVERVIEW Malaysia with a population of around 25 million people, is one of the most developed nations in Southeast Asia. About 61% of its population makes up the middle to upper income group of consumers. Its economy has a firm foundation in a mixed economy that comprises strong, manufacturing, service and agricultural sectors. The Malaysian economy was unscathed by SARS and the Iraq war, with gross domestic product (GDP) growing at 5.3% in 2003, exceeding the official forecast of 4.5%. GDP for 2004 is estimated at 7% and the IMF projects 6.3% growth in 2005. Per capita GDP is estimated at $4,616 in 2004. The Malaysian government has instituted many price stabilization programs including controlling the prices of essential food items to curb inflation. Inflation in 2003 was at 1.7 percent. The currency is fixed at RM3.8 to $1.00. Malaysia is politically and economically stable and open to foreign trade. Transportation, communications, banking and health services are modern and efficient. The Malaysian food and beverage market is becoming increasingly sophisticated and is supplied by both local and imported products. The strong economic growth in the late 80's and early 90's contributed to major changes in consumer purchases and consumption patterns. Malaysians living in urban areas are relatively brand conscious, and they prefer to shop in stores, which offer them convenience and good product selections. Traditional markets are losing ground, but are still important outlets for fresh fruits and vegetables. Total retail sales in 2003 is estimated at $12.6 billion (Source: Euromonitor). Malaysias retail sales growth for 2004 is estimated at 7.5%, with total retail transaction projected to reach $13.5 billion. Advantages and Challenges for U.S. Suppliers Advantages Challenges GDP for 2005 is projected at 6%-7%. This anticipated growth will further spur consumers spending.  The Muslim population does not consume non-halal products. This inhibits the countrys demand for non-halal products from foreign sources. More than 36% of the population is less than 15 years of age. The majority is expected to participate in tomorrows consumer market, or is already participating today.  Malaysian consumers are price-sensitive. US products are not always price-competitive when compared to local products and imports from neighboring countries.  The Malaysian market for imported food and beverages continues to be liberalized. Tariffs are low for most products, ranging from 0-20%.  US products face strong competition from Australia, New Zealand and China.  New retail outlets are continuing to open, providing better access to consumers on a nationwide basis. These businesses are looking for new imported products for their retail outlets.  Strong local brands that have foreign origins, e.g., Nestle, Walls ice cream, Coca-Cola command strong positions in their market segments.  The food processing sectors active involvement in R&D activities and constant new product introductions create new demands for new ingredient types. Dominance of domestic suppliers in edible oil, poultry, pineapple and cocoa. New concept food service outlets such as modern caf and lifestyle restaurants attract the younger urban dwellers from the middle to higher income group. Price sensitivity of consumers directly affects the sectors buyers and their suppliers, e.g. importers and distributors. SECTION II. EXPORTER BUSINESS TIPS Business CustomsBusiness Customstc \l2 "Business Customs Malaysians are accustomed to doing business with foreigners and readily accommodate foreign business manners. Younger businessmen are prepared to start new business relationships with foreign companies without the advantage of a personal meeting. These businessmen also prefer to communicate with foreign suppliers electronically. Prior to initiating any export sales to Malaysia, it would be advantageous to conduct a market survey with particular reference to the competitive environment. It is common for foreign exporters to appoint a local sales agent / importer to distribute their goods, expedite clearance of goods from ports and draw on existing networks of wholesalers and retailers. Regular visits by U.S. exporters to the market are also critical to enhance business relationships. General Consumer Tastes and PreferencesGeneral Consumer Tastes and Preferencestc \l2 "General Consumer Tastes and Preferences Malaysia is a multiracial society consisting of three major races. The Malays account for 60% of the population, with Islam as the official religion; slightly more than 30% of Malaysians are Chinese who may be Buddhist or Christian. Indians form the remaining 10% of the population and they are largely Hindus. Lunch and dinner meals consist mainly of rice together with two or three meats/fish and vegetable dishes that are prepared according to the styles and traditions of various ethnic communities. The Malays and Indians prepare their dishes with hot spices while Chinese prefer to stir-fry. Religious affiliation affects food consumption in Malaysia. Muslims do not eat pork, and only eat meat products that have been certified halal, and many Buddhists and Hindus do not eat beef. Thus, halal chicken meat is popular among all consumers. With rising affluence and education levels, consumers shopping and eating lifestyles have changed drastically over the years. Malaysians, especially in urban and cosmopolitan areas, prefer to shop in modern retail outlets, which offer them one-stop shopping options. However, traditional stores such as provision and grocery shops, which are conveniently located in residential and workplaces are still popular. Malaysians are adventurous in their eating habits. Eating out is common and is relatively inexpensive. Open air, street-stalls food is popular. Fine dining restaurants and foodservice outlets incorporating international cuisines are found in Klang Valley and other major cities where spending power and population concentration are higher. Most consumers frequent this type of restaurants to dine in style and comfort and to experience the best and most sophisticated culinary standards in the country. Food Standards and Regulations Malaysian health and food labeling requirements are fairly liberal. The labeling requirements specify that imported and domestically produced processed food items must be labeled in English or Bahasa Malaysia. Labels must contain the following information: _ An appropriate description of the product; _ A list of ingredients in descending order of proportion by weight; _ if the item contains any animal product, a statement as to the presence of such animal products (beef, pork, lard, gelatins, etc.,) _ if the item contains any alcohol, a statement as to the presence of alcohol; _ the minimum net weight of the product; in the case of a product packed in liquid, the minimum drained weight of the food; _ the name and address of the manufacturer; _ the name and address of the importer (this can be affixed at the time of import); _ a statement of shelf life or expiry dates. Certain food additives, preservatives, and artificial colorings approved for use in the United States may not be permitted in Malaysia (See Malaysian Food Quality Control website at  HYPERLINK "http://www.moh.gov.my/fqc/index.htm" http://www.moh.gov.my/fqc/index.htm ). In addition, products with labels that include phrases such as Contains No Palm Oil or Contains No Tropical Oils will not be allowed for import. (Malaysia is a palm oil producing country and is a strong advocate of this commodity. Please see FAIRS Report MY4038 for more detailed information on Malaysian food standard and requirements). General Import and Inspection Procedures All food consignments are subject to random checking and sampling at the 28 entry points around the country to ensure food items imported into the country are safe and comply with the prescribed standards and regulations. All meat, poultry and dairy product shipments must be accompanied by appropriate USDA documentation. All beef and poultry products must be certified halal and the products must originate from slaughterhouses that have been inspected and approved by the Malaysian veterinary and religious authorities. (It is important to know that U.S. plants must list and show the products they intend to export to Malaysia during the inspection visits by the Malaysian veterinary and religious authorities; as only products that are certified halal during the inspection visits are allowed to be imported into Malaysia). Other food items that contain any animal products must be clearly marked. International freight forwarders normally handle documentation and other formalities with authorities at entry points. Provided all necessary documents are in order, no problems or delays should occur in clearance of goods. SECTION III. MARKET SECTOR STRUCTURE AND TRENDS In 2003, the total imports of consumer-oriented products to Malaysia were estimated at $1.6 billion. Total imports from the United States were *$118 million, representing 7% market share. China was the major supplier of this category with imports at $280 million and is projected to maintain its position for 2004. Australia and New Zealand both held 14% and 15% market shares respectively. China exported $110 million worth of vegetables to Malaysia in 2003. Turnip, cabbage, carrot, potato and garlic were among the major items. China is the market leader for mandarin oranges ($10 million), apples ($6 million) and pears ($8 million). Since the US and China are both in the northern hemisphere with similar seasons, US exporters have to compete aggressively with Chinese exporters who can sell their produce at lower prices. US oranges and grapes are popular is the Malaysian market. Imports for 2003 were at $10 million and $5.3 million respectively. Competition is less intense with supplies from Australia since they have the opposite seasons. By tradition, New Zealand is the most favored for dairy products followed by Australia. The latter in turn is the preferred source of meat products. In 2003, imports of dairy products from New Zealand were at $116 million while imports of from Australia were estimated at $89 million. However, with the strengthening of Australian and New Zealand currencies, traders are looking for alternate supplies of dairy products such as cheese. India is the leading supplier of red meat market with total imports of $84 million (77,000 metric tons) in 2003. Indian beef caters to the mass market. In the foodservice sector, competition for US beef comes from Australia, with total imports amounted to $13.6 million (9,400 metric tons) and New Zealand at $13.9 million (7,800 metric tons) in the same year. Imports from US were at $2 million. US beef is considered premium and is found only in high-end foodservice outlets and restaurants serving Japanese, Korean and Western cuisines. (The Malaysian Veterinary authority imposed a ban on US beef since December 2003 due to the detection of BSE in the US). Malaysia is self-sufficient in pork and poultry (broiler/eggs) production. Chicken parts and chicken wings are imported periodically to meet the demand from the local processing industry. In 2003, major suppliers of chicken parts and chicken wings were Thailand ($18 million) and Denmark ($12 million). US exported $1.3 million. Since there is no commercial production of turkey in Malaysia, all turkey meat is imported. US is the leading supplier with imports of frozen whole turkey and turkey parts at 488 metric tons with CIF value of US$1 million in 2003. Malaysia is a net importer of seafood products with an annual import estimated at US$350 million in 2003. While some supply of fresh and frozen fish comes the East Coast of Peninsular Malaysia, Malaysia imports a substantial amount of fish and seafood products from Thailand ($100 million) and Indonesia ($68 million). * Note: This data, obtained from the UN Trade Database, reflected a lower import value compared to the statistics published by the US Trade Data. US data showed that the total exports of consumer-oriented products from US were $161 million in 2003. Exports of fresh fruits were $79 million but were reflected at $21 million in the UN Trade Data. An increasing number of middle to high income consumers in Malaysia demand high quality imported exotic fish and seafood, especially live, and the bulk of these will be consumed in middle to high-end Chinese seafood restaurants. Lobsters (Boston, Rock), abalone, oysters, scallops, clams (Razor, Blood, Sea, Jacknife), green mussels, crabs (Snow, King, Blue Swimmer, Dungeness), prawns (Mantis), geoduck, farmed sturgeon, razor fish, turbot, grouper, sea bass, bamboo fish, coral trout and carp are popular. High-end western restaurants and high-end hotels have a demand for premium fresh, chilled or frozen products, such as salmon, cod, Dover sole, halibut as well as oysters, scallops, clams, lobsters, crabs and alike. Most salmon imports (fresh/chilled, frozen and smoked) are distributed to these types of food service outlets. Supermarkets and hypermarkets are good for fresh chilled or frozen lobsters, crabs, large prawns, mackerel, cod, salmon (included smoked), Hoki, Dori, mackerel, crab meat, mussels, scallops and clams. Opportunities exist for US fish and seafood exporters to develop their market presence in Malaysia by supplying to these major businesses. Distribution for consumer-ready food productsDistribution for consumerready food productstc \l2 "Distribution for consumerready food products Private companies are the major entities in the food distribution system. Food importers and commissioned agents place orders with foreign suppliers and distribute to supermarkets/grocery stores and hotels in the cities and to sundry shops in the rural areas. Several of the larger supermarket chains are beginning to import directly from overseas. Most products from the United States enter through the ports of Klang, Penang and Johor. Transshipment of food products through Singapore has declined with improvement in shipping facilities offered by major ports in Malaysia. Westport, situated in Port Klang and the newly developed Port of Tanjung Pelepas (in Johor) have further enhanced Malaysia as a shipping hub. Malaysia has 7 international airports, including the newly opened Kuala Lumpur International Airport (KLIA), one of the biggest and most modern airports in the region. Malaysias highway network is the backbone of the countrys transport system as 90% of passenger and cargo movements are by roads. Roads link almost every town in Malaysia, and products move efficiently between cities and rural areas. Railway lines which connect the north, south, west and east coasts of Peninsular Malaysia complements the road system. Food Retail Sector The retail sector in Malaysia remains highly fragmented with a large number of small to medium sized players in the market. No official statistics are available on the current structure of the retail sector. There are approximately 140,000 retailers and wholesalers in Malaysia, comprising shopping complexes, supermarkets, wet-markets, specialised outlets and traditional retail shops. Trade sources estimate that there are around 40 hypermarkets, 1,500 supermarkets and minimarkets, 300 convenience stores, 2,300 petrol station stores and over 90,000 traditional food stores nationwide. Supermarkets and hypermarkets command around 28% of the total retail sales. These stores are mainly located in the major urban centers and are continuing to grow in numbers. Foreign-owned retailers operating locally include Tesco, Carrefour, Makro, Dairy Farms International (owns Giant), and Jaya Jusco. Supermarkets and hypermarkets will continue to see the fastest growth over the next three years. These retail stores provide good venues for imported products and access to the middle and high-income sophisticated consumers. Competition among the retailers, especially hypermarkets, is intense with large international retailers like Carrefour, Tesco and Giant frequently engaging in price wars to establish their presence as major players in the market. The pressure is mounting for local retailers such as The Store to maintain competitive prices and carry a good variety of products in order to keep up with the international players. Late last year, the Government announced a five-year freeze on issuance of licenses for new hypermarkets in Klang Valley, Penang and Johor Bahru to control the growth of hypermarkets. These are major retail growth areas and are believed to be already crowded with too many players. In order to protect small retailers from going out of business, hypermarkets are no longer allowed to operate in towns with less than 350,000 people. Entry strategy At first sight, supermarkets and hypermarkets appear to be the easiest entry target for new-to-market US exporters as they already sell a wide range of imported food and beverage products which are targeted at the sophisticated middle to high income urban customers. However, US exporters should carefully select major retailers that are best positioned to sell imported US food and beverage products. The US exporters should consider the following when selecting major retailers: The financial strength of the company The number and location of retail outlets The marketing and promotional strategy and programme of the store. The target customers of the store. The level of interest by the retailer in selling imported US products. The stores purchasing policy, i.e. whether they purchase directly from overseas suppliers or via local importers/distributors. It is important to note that some supermarkets and hypermarkets buy directly from overseas suppliers as well as from local importers and distributors. All other types of retailers buy from local importers and distributors The retail managements policy towards: new imported products and brands. premium and basic lines and niche products. volume of sales expected. promotional support expected of US exporters. pricing. listing fees and other costs, if any. Food Service Sector The food service sector in Malaysia is highly fragmented with a large number of small to medium sized players in the market. According to trade sources, over 80% of the food service establishments are made up of small family-owned businesses or individual proprietors. This sector is expected to grow from 5%-15% in the next three years. The Table below provides trade estimates of the structure of the food service market today. Structure of Food Service Market (Estimated Sales of US$ 3,813 Million) Full service family style restaurants 25% Food and drinks hawker stalls 25% Fast food restaurant chains 15% Coffee shops 15% Hotel and resorts 15% Catering services 5% Total 100% Source: Trade estimates (Stantons, Emms & Sia)  1. Hawkers provide the very foundation of the Malaysian food industry. Small food and drinks stalls serving a very limited range of local dishes at inexpensive prices, operated by proprietors or family businesses. This sector has around 25% of the total food service market. A large number of these businesses operate from temporary roadside stalls while some are located within coffee shops. Increasingly, more stalls are located in food halls in the modern shopping complexes. The majority of this sectors customers are low to middle income workers, families and students who have their breakfast, lunch or snack at food stalls on a daily basis during the working week. 2. Full service family style restaurants, operated by individual proprietors, companies or large corporations, which are estimated to have around 25% of the total food service market. They are made up of low end to high end, air-conditioned restaurant chains with waiter services included. A large number of these full service restaurants serve Chinese cuisine although an increasing number specialise in serving exotic cuisine from Europe, Africa and America, particularly those located in the major cities where expatriates live. The majority of the customers consist of families from middle to high-income groups, businesspersons, tourists and affluent younger Malaysians. 3. Local coffee shops and modern concept caf that are estimated to have around 15% share of the total food service market. Coffee shops are generally low to middle end restaurants without air-conditioning or waiter services, owned by proprietors or small companies. Culinary and sometimes health standards are generally low to average with the majority offering simple local dishes for breakfast and lunch. Their menu prices are usually inexpensive, which attract the majority of the low to middle income consumers in Malaysia. An increasing number of franchised branded cafs, such as Starbucks and Coffee Bean & Tea Leaf, have entered the sector in recent years. They are usually located in the high-end shopping centres in major cities. These cafs are very popular with the young adults as well as teenage students from the middle to high-income groups. Their customers link being seen in such a branded caf to the trendy lifestyle that they lead. 4. Fast food chain of restaurants, operated by companies or large corporations, which is estimated to have around 15% share of the total food service market. KFC today dominates the sector. Other major fast food restaurants include McDonalds, A&W, Burger Kings, Pizza Huts, etc are located strategically in large shopping malls all over Malaysia. Local franchised chains such as Marrybrown, Sugar Bun and Daves Deli, which offer similar menus as the KFC and McDonald outlets, are also expanding rapidly. Competition among these quick service restaurants (QSRs) is intense with seventy percent of customers who patronize quick service restaurants are students in the "teen" market. Hotels and resorts, which comprise about 1,700 hotels and other lodging houses, form a relatively small segment in Malaysias food service market. Its share of the total market is estimated by trade sources at about 15% today, worth around US$ 570 million. Importantly, the 3 to 5 star rated hotels, numbering less than 250 nationwide, operate restaurants that are key users of imported food and beverages. These 3 to 5 star hotels normally have more than three food and beverage outlets, e.g. a coffee house, a local Asian restaurant and a foreign restaurant, i.e. Western food or, in some cases, Japanese food, as well as at least one bar that is licensed to sell alcoholic drinks. The Malaysian Tourism Board has been actively promoting Malaysia as a holiday destination. In 2003, total earnings from tourism were at $5.6 billion with food and beverage as the third largest contribution at 16.4% after accommodation (39.4%) and shopping (20.7%). The growth in tourism is expected to fuel the growth of restaurants offering international cuisines such as Middle Eastern and Latin American food. Food Processing Sector Malaysia has a sizeable food manufacturing industry. Trade sources estimate the industrys total output in excess of US$ 9 billion. Malaysia exported $1.46 billion worth of processed food in 2003. Major processed food items for exports included bakery products, baked beans, canned curry chicken and beef, canned tuna fish, sardines, instant noodles, canned tropical fruits, fruit juices, milk drinks, soya products, chilli and tomato sauces, biscuits, breakfast cereals, chocolate products, snack foods such as chips and candies, and gourmet foods. These products are produced in conformation with halal requirements that are acceptable by Muslim consumers worldwide. The Malaysian food and beverage manufacturing industry has a broader base than many of Southeast Asia's food and beverage processing industries. Most of the major food processing companies are also involved in exporting their products to overseas markets. The following factors have contributed to the production diversity found in the industry today: 1. The presence of a wide range of high quality imported processed food and beverages because of the relatively low import duties on most of these products. This has stimulated the introduction of new foods to local production by local businesses seeking to benchmark imported products which have become popular with local consumers, e.g. biscuits, confectionery and snack products. 2. Malaysia's open trading environment has stimulated the extensive use of imported ingredients by its local food processing industry. This has enabled the industry to experiment and introduce a wide range of new processed. 3. Malaysia aims to be the international centre for "halal" food production. Malaysia's accreditation on halal (the product can be consumed by Muslims) products is highly respected and recognised by most Islamic nations. This allows Malaysian based companies to penetrate these markets with ease with their halal certified food and beverage products. This has created an opportunity for the food industry to produce halal certified foods and beverages targeted at the Muslim markets worldwide. Today, Malaysia has one of the widest ranges of processed halal foods in the world. 4. The governments campaign for consumers to Buy Malaysian products has encouraged the retail sector to carry more Malaysian produced food and beverage products. This has stimulated confidence in the industry with increased investment in R&D activities, increased introduction of new product range, expansion of the domestic market into both the retail and HRI sectors and entry into new overseas markets. 5. In addition, the Asian economic crisis has forced a large number of the companies to become more efficient in their operation. With increased competition for market shares, these companies have implemented cost saving exercises and consolidated their operations to be more competitive in the market. This included sourcing of ingredients from lower cost suppliers and, where possible, from domestic suppliers. Various trade organizations such as the Federation of Malaysian Manufactures and the government agency, Malaysia External Trade Development Corporation (MATRADE) is aggressive in promoting, assisting and developing Malaysias food industry for the export markets. Marketing seminars, workshops and training programs are routinely organized to improve international marketing skills and assist food processors in finding new markets overseas. The Malaysian Government has extended certain facilities such as the Export Credit Refinancing to marketing and exporting entities including trading houses to assist these small and medium enterprises to market and distribute their products overseas. Participation in international food shows by Malaysian food processors has also brought about universal recognition of Malaysian ethnic foods such as satay (barbecue meat and sauce) and "roti canai" (pancakes). Local companies are encouraged to use franchising as a tool to expand their business. END OF REPORT SECTION IV. BEST HIGH-VALUE PRODUCTS PROSPECTS Product Category 2003 Market Size2003 Imports3Yr. Avg. Annual Import GrowthImport Tariff RateKey Constraints Over Market DevelopmentMarket Attractiveness For USA Poultry, mainly frozen875,063 tons40,063 tons ($48 million)Decline, due to strong local supply (chicken meat) No import duties are levied on poultry imports.The local poultry industry is very strong. Malaysians generally prefer fresh poultry, which is widely available.Niche retail demand exists for frozen turkey. Breakfast cereals N/A5229 tons ($9 million)4%5% duty charged except on products containing cocoa, which incur 10% duty. Nestl and Kelloggs breakfast cereals and their strengths in the market.An attractive market for long term development based on higher disposable incomes and related changing eating habits.Infant food, including dairy productsN/A18,708 tons ($63 million) Marginal growth No import duties are levied on infant milk/food.Food cultural barriers exist. Malaysian mothers appear to prefer cereal based infant foods. Locally prepared and packed dairy products of Nestl, Dumex and Dutch Baby have a strong hold on the market.The USA is already the major supplier for bottled infant food and the market is upgrading on the back of higher disposable incomes. Fruit juices N/A11,712 tons ($13 million) Decline  20% except for pineapple juice which incurs 30%.  The retail market for fruit juices is growing, the market is upgrading from cordials on the back of higher disposable incomes.  This market is likely to become more dynamic in future as Malaysians start to understand these products. Opportunities will exist for development by the U.S. pure juice suppliers.Fresh Vegetables, Temperate312,038 tons307,038 tons ($124 million) Growth of about 3%No import duty is chargedCompetition from key established suppliers from Australia, Indonesia and China. Competition also comes in the form of products from Malaysias own highlands and some Asian countries.Demand for temperate vegetables will continue to rise on the back of rising disposable incomes. This will provide opportunities for U.S. suppliers able to compete with Australia, Indonesia and China.Frozen vegetables28,766 tons28,766 tons ($21 million) Decline Nil except sweet corn which incurs 10% Demand is not very varied and revolves around potatoes, peas, sweet corn and mixed vegetables.Good prospects exist for certain frozen vegetables supplied by the USA that are in demand from Malaysian consumers. Note: Food service demand is also important.Fresh fruits, temperate366, 495 tons360,495 tons ($80 million)5% growth 5% for strawberry, raspberry and gooseberry and 10% for other fruits except kiwi fruit which incur 30% import duty.Few barriers exist for popular products such as apples, pears, oranges and grapes.This is one of the most attractive market segments for the USA to develop. Demand for temperate fruits will rise on the back of rising disposable incomes. Dried fruits17,226 tons17,226 tons ($5 million) 3% growth 10% except for Dates, which incur no import duty.Mature traditional demand exists except for dates which are growing rapidly on the back of rising disposable incomes. Attractive to U.S. suppliers with market driven approach to business with Malaysia.Edible nuts6,764 tons6,764 tons ($7 million) 15% growth Nil, except for roasted groundnuts which incurs 20% import duty.Major demand growth is from the food industry. This market should not be ignored. The USA is already the major supplier and the market is upgrading on the back of higher disposable incomes. Pet foods 8,078 tons8,078 tons ($12 million) Decline, due mainly to impact of recent economic slowdown. No import duties are levied on dog or cat food. Few constraints/ barriers exist under conditions where disposable incomes are growing.  Attractive for committed suppliers wishing to actively develop markets on a long term basis. Wine16 million liters16 million liters ($20 million) Growing market RM 120.00 (about US$ 32) per Decalitre for still wines. Sparkling wines incur RM 425.00 (about US$ 112) per Decalitre. Sales tax is levied at 20%. Duties on alcoholic drinks moderate consumption. Wine may have benefited from a switch from use of spirits, e.g. brandy, at celebrations, e.g. ethnic Chinese weddings. This is an attractive market for U.S. exporters underpinned by increasing disposable incomes as well as the apparent switch away from spirits.  SECTION V. KEY CONTACTS AND FURTHER INFORMATION If you have any questions or comments regarding this report or need assistance exporting high value products to Malaysia, please contact the Office of Agricultural Affairs at the U.S. Embassy in Kuala Lumpur at the following address: Office of the Agricultural Affairs U.S. Embassy - Kuala Lumpur APO AP 96535-8152 Tel : (011-60-3) 2168-4985/2168-4884 Fax : (011-60-3) 2168-5023 email: agkualalumpur@fas.usda.gov For more information on exporting U.S. agricultural products to other countries, please visit the Foreign Agricultural Service homepage: http://www.fas.usda.gov. Malaysian Regulatory Agencies / Other Trade Contacts Director Veterinary Public Health Dept of Veterinary Services, 8th Floor, Block A, Wisma Chase Perdana, Off Jalan Semantan, Bukit Damansara, 50630 Kuala Lumpur Tel : (011-60-3) 20940077/2521854 Fax : (011-60-3) 20935804 http://agrolink.moa.my/jph Director Food Quality Control Division Ministry of Health Malaysia 3rd Floor, Block B, Komplek Pejabat Kesihatan Jalan Cenderasari 50590 Kuala Lumpur Tel : (011-60-3) 2694 6601 Fax : (011-60-3) 2694 6517 / Http://dph.gov.my Director General of Customs Royal Customs and Excise Headquarters Malaysia Ground Floor  7th Floor, Block 11 Kompleks Pejabat Kerajaan Jalan Duta, 50596 Kuala Lumpur Tel : (011-60-3) 65516088 Fax : (011-60-3) 65512605 http://www.customs.gov.my APPENDIX I. STATISTICS A. KEY TRADE & DEMOGRAPHIC INFORMATION Agricultural Imports From All Countries (US$Mil) / U.S. Market Share (%) 4,553/ 9%  Consumer Food Imports From All Countries (US$Mil) / U.S. Market Share (%) 1,596 / 7% Edible Fishery Imports From All Countries (US$Mil) / U.S. Market Share (%) 350 / 1% Total Population (Millions) / Annual Growth Rate (%) 25.0/ 2.4% Urban Population (Millions) / Annual Growth Rate (%) 16.0 / 4.5% Number of Major Metropolitan Areas 9 Size of Middle Class (Millions) / Growth Rate (%) (estimate) 15 / 2.5% Per Capita Gross Domestic Product (US Dollars) $4,149 Unemployment Rate (%) 3.4% Per Capita Food Expenditures (U.S. Dollars) 1000 Percent of Female Population Employed 45.5% Exchange rate (US$1 = X.X local currency) US$ = 3.8RM  TABLE B. Consumer Food & Edible Fishery Products Malaysia ImportsImports from the World Imports from the U.S. U.S. Market Share (In Millions of Dollars)200120022003200120022003200120022003CONSUMER-ORIENTED AGRICULTURAL TOTAL15721575NA148120NA980 Snack Foods (Excl. Nuts)5564NA54NA870 Breakfast Cereals & Pancake Mix109NA11NA12120 Red Meats, Fresh/Chilled/Frozen163160NA32NA220 Red Meats, Prepared/Preserved99NA22NA21190 Poultry Meat4965NA23NA540 Dairy Products (Excl. Cheese)370309NA218NA620 Cheese1415NA11NA520 Eggs & Products23NA11NA13110 Fresh Fruit101108NA1919NA19180 Fresh Vegetables199217NA44NA220 Processed Fruit & Vegetables105108NA2321NA22190 Fruit & Vegetable Juices1412NA32NA20170 Tree Nuts912NA44NA40360 Wine & Beer1928NA21NA1050 Nursery Products & Cut Flowers37NA11NA200 Pet Foods (Dog & Cat Food)1213NA33NA27240 Other Consumer-Oriented Products437437NA5645NA13100FISH & SEAFOOD PRODUCTS319326NA33NA110 Salmon914NA11NA750 Surimi68NA11NA220 Crustaceans7468NA11NA000 Groundfish & Flatfish3941NA11NA210 Molluscs1011NA11NA410 Other Fishery Products180184NA21NA110          AGRICULTURAL PRODUCTS TOTAL40254255NA424427NA11100AGRICULTURAL, FISH & FORESTRY TOTAL46114842NA459466NA10100 Source: FAS' Global Agricultural Trade System using data from the United Nations Statistical Office. TABLE C. Top 15 Suppliers of Consumers Foods & Edible Fishery Products Malaysia Imports CONSUMER-ORIENTED AGRICULTURAL TOTAL ($1000)  FISH & SEAFOOD PRODUCTS ($1000)  200120022003 200120022003China (Peoples Republic of)1943712272560Thailand92810101162NAAustralia2394692269050Free Zones067799NANew Zealand2350202093610China (Peoples Republic of)1622120849NAThailand1092071661490Burma1586017010NAIndia1326701371140India1517914372NAUnited States1480621203240Vietnam1000110942NANetherlands83703870170Taiwan (Estimated)1287410368NASingapore51305642860New Zealand92208821NAFree Zones0537480United Kingdom84657431NAPhilippines37943381940Bangladesh75336313NADenmark33345311300Australia44675537NAFrance21308211290Pakistan39825389NAUnited Kingdom17897161750Mexico48555301NAGermany29042158640South Africa70735265NAIreland23497141880Norway41284800NAOther2152961463550Other105990346050World157216415752240World3186593259770 Source: United Nations Statistics Division. 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