Foodservice profile – Malaysia
June 2020
Executive summary
Malaysia's foodservice sector grew at a compound annual growth rate (CAGR) of 4.9% from 2014 to 2018, reaching US$20.1 billion sales in 2018. The Malaysian foodservice sector is forecast to reach US$24.8 billion by 2023, growing at a CAGR of 4.3% from 2019 to 2023.
Globally, Muslims' expenditure on food was valued at $1.4 trillion in 2018 and is forecast to reach $2.0 trillion by 2024 (Dinar Standard, 2019). As one of the Muslim-majority countries in Southeast Asia, Malaysia seeks to lead the global halal industry and plans to become the international halal centre (Abdullah & Azam, 2020).
To increase sales in Malaysia's foodservice sector, Canadian agri-food and seafood exporters and producers should evaluate the opportunities and challenges highlighted in this report.
Restaurants are Malaysia's largest foodservice subsector, with sales of US$12.6 billion in 2018, at a CAGR of 5.5% from 2014 to 2018. This subsector is expected to reach US$16.0 billion by 2023 with a CAGR of 4.7%. Accommodation channels ranked the second biggest in terms of value sales (US$2.0 billion) in 2018, followed by pubs, clubs & bars (US$1.8 billion); mobile operators (US$1.3 billion); and leisure outlets (US$833.5 million). All subsectors experienced strong growth from 2014 to 2018 and the outlook is promising for 2019 to 2023.
Malaysia's top imported products from Canada in 2019 were wheat and meslin (US$45.1 million), followed by low erucic acid rape or colza oil (US$22.3 million) and soybeans (US$19.9 million). Solid milk and cream had the most substantial import growth with a CAGR of 212.8% from 2015 to 2019.
Malaysia is a growing market for convenience, quality and healthy food products. Canada's small market share of Malaysia's imported food represents room for expansion. The Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP) will help improve Canada's competitiveness within the Malaysian market.
Consumer behaviour
Despite the global economic slowdown and the rising domestic cost of living (Tan, 2019), Malaysia's consumer confidence ranked sixth in the Asia-Pacific region in the fourth quarter of 2019, after India, the Philippines, Viet Nam, Indonesia and China (The Conference Board, 2020). According to the latest survey, conducted in 2016, household expenditure on restaurants and hotels increased to 13.4% in 2016 from 12.7% in 2014.This counted as being the fourth biggest component of total household expenditure after housing/ water/electricity/gas and other fuels (24.0%), food and non-alcoholic beverages (18.0%) and transportation (13.4%) (Department of Statistics Malaysia, 2017).
In Malaysia, Asian cuisine is the most popular cuisine in the full-service restaurant market. Chinese cuisine recorded the highest sales in 2018, reaching US$946.0 million in 2018; sales are expected to reach US$1.1 billion in 2023 at a CAGR of 3.9%. Italian cuisine recorded the highest growth in 2018 with a CAGR of 5.0%, and it is expected to lead in 2023 with a CAGR of 4.4%. In the quick-service restaurant market, burger sales led the pack in 2018 at US$788.2 million 2018, and they are expected to reach US$955.0 million in 2023 at a CAGR of 3.8%. Sandwich-based quick-service restaurants recorded the highest growth in 2018 at a CAGR of 5.0%, and are expected to lead in 2023 with a CAGR of 3.9%.
Cuisine type | 2014 | 2018 | CAGR* % 2014-2018 | 2019 | 2023 | CAGR* % 2019-2023 |
---|---|---|---|---|---|---|
Other Asian | 1,404.1 | 1,687.2 | 4.7 | 1,762.6 | 2,056.9 | 3.9 |
Chinese | 788.5 | 945.9 | 4.7 | 987.0 | 1,148.4 | 3.8 |
Italian and pizza and pasta | 538.5 | 654.7 | 5.0 | 685.04 | 812.3 | 4.4 |
Japanese (including sushi) | 391.7 | 470.9 | 4.7 | 492.0 | 577.6 | 4.1 |
Indian | 378.6 | 454.4 | 4.7 | 475.6 | 553.6 | 3.9 |
Steakhouses and grills | 323.0 | 386.7 | 4.6 | 404.5 | 471.3 | 3.9 |
Fish and seafood | 284.1 | 343.4 | 4.9 | 358.8 | 422.4 | 4.2 |
Thai | 225.0 | 269.7 | 4.6 | 282.2 | 328.3 | 3.9 |
BBQ, churrascaria | 106.6 | 128.1 | 4.7 | 133.9 | 156.5 | 4.0 |
French | 98.4 | 117.9 | 4.6 | 123.2 | 143.2 | 3.8 |
Turkish, Levantine and Persian | 20.3 | 24.3 | 4.6 | 25.5 | 29.6 | 3.8 |
African | 3.2 | 3.9 | 4.6 | 4.0 | 4.7 | 3.9 |
Other | 1,161.1 | 1,672.8 | 9.6 | 1,819.8 | 2,451.9 | 7.7 |
Total | 5,723.2 | 7,159.9 | 5.8 | 7,555.1 | 9,156.5 | 4.9 |
Source: GlobalData, 2020 *CAGR: Compound Annual Growth Rate |
Cuisine type | 2014 | 2018 | CAGR* % 2014-2018 | 2019 | 2023 | CAGR* % 2019-2023 |
---|---|---|---|---|---|---|
Burgers | 658.0 | 788.2 | 4.6 | 821.9 | 955.0 | 3.8 |
Chicken | 558.4 | 676.9 | 4.9 | 708.2 | 826.2 | 3.9 |
Fish and seafood | 451.7 | 528.5 | 4.0 | 548.9 | 636.3 | 3.8 |
Noodles and rice | 252.3 | 296.5 | 4.1 | 308.1 | 357.2 | 3.8 |
Sandwiches | 168.5 | 204.7 | 5.0 | 213.9 | 249.4 | 3.9 |
Pizza | 146.7 | 176.1 | 4.7 | 183.5 | 213.4 | 3.8 |
Juices/smoothies | 66.3 | 78.5 | 4.3 | 81.6 | 94.7 | 3.8 |
Mexican and tacos | 10.3 | 12.4 | 4.6 | 12.9 | 15.0 | 3.8 |
Sushi | 10.3 | 12.1 | 4.0 | 12.6 | 14.5 | 3.7 |
Kebabs/gyros | 9.9 | 11.8 | 4.6 | 12.3 | 14.3 | 3.8 |
Other | 1,171.5 | 1,539.5 | 7.1 | 1,638.7 | 2,064.3 | 5.9 |
Total | 3,503.9 | 4,325.1 | 5.4 | 4,542.5 | 5,440.3 | 4.6 |
Source: GlobalData, 2020 *CAGR: Compound Annual Growth Rate |
The overall foodservice market
Malaysia, with a population of approximately 32.6 million (Statistics Malaysia, 2019), is the second-largest foodservice market among four selected Southeast Asian nations (ASEAN). Malaysia's growing purchasing power and evolving urbanized lifestyles are stimulating demand for convenience, consistent quality, added value and diverse tastes in its foodservice industry. The country's foodservice sector grew at a CAGR of 4.9% from 2014 to 2018, reaching US$20.1 billion in sales in 2018, which is US$5 billion higher than the sales recorded in the Philippines' foodservice sector. The Malaysian foodservice sector is forecast to reach US$24.8 billion by 2023, growing at a CAGR of 4.3% from 2019 to 2023.
Economy | 2014 | 2018 | CAGR* % 2014-2018 | 2019 | 2023 | CAGR* % 2019-2023 |
---|---|---|---|---|---|---|
Indonesia | 43.3 | 51.0 | 4.2 | 52.9 | 60.2 | 3.3 |
Malaysia | 16.6 | 20.1 | 4.9 | 21.0 | 24.8 | 4.3 |
Philippines | 12.7 | 15.1 | 4.5 | 15.9 | 19.7 | 5.5 |
Singapore | 7.2 | 8.8 | 5.3 | 9.3 | 11.2 | 4.9 |
Source: GlobalData, 2020 *CAGR: Compound Annual Growth Rate |
Opportunities | Challenges |
---|---|
Malaysia is one of the top three emerging markets in Asia with excellent infrastructure and transport connectivity and a low burden of customs procedure (EDC, 2019). | Due to the lower output of palm oil and the US-China trade war (Kumar, 2020; Yusof, 2020), Malaysia's GDP growth declined to 4.3% in 2019, the lowest since the last global financial crisis (Sukumaran, 2020). |
The Malaysian industry is one of the fastest-growing sectors in the country supported by increasing tourism and growing consumer spending (U.S. Department of Commerce, 2019). To achieve the goal of attracting 30 million tourist arrivals, the country is now advocating Visit Malaysia Year 2020 - "Visit Truly Asia Malaysia" (Malaysia Tourism Promotion Board, 2020). | The ongoing coronavirus outbreak is resulting in unexpected drops in Chinese tourists, who make up a big portion of the Malaysian tourism market (Mok, 2020). Malaysia's economy will be negatively affected by the virus in the first quarter of 2020 (Bank Negara, 2020). The Malaysian government is preparing an economic stimulus policy to reduce the impact of the epidemic (Shira, 2020). |
Canadian agri-food and seafood products are considered high quality and safe. High quality health and hygienic food products are in demand in Malaysia. Food poisoning cases in Malaysia went up by 24% from 2017 to 2018 (Kaur, 2019). | Income inequality persists in Malaysia. Canadian food products are still not affordable for most rural residents and some middle class families. In the Malaysian food retail market, Canada is facing strong competition from Australia, New Zealand, China and other South Asian countries. |
Globally, Muslims' expenditure on food was valued at $1.4 trillion in 2018 and is forecast to reach $2.0 trillion by 2024 (DinarStandard, 2019). As one of the Muslim-majority countries in the ASEAN region, Malaysia seeks to lead the global halal industry and to become the international halal centre (Abdullah and Azam, 2020). Agriculture and Agri-Food Canada has created an AgriAssurance program to help Canadian companies to implement third-party assurance certification projects that address international market requirements and expand export opportunities for Canadian agricultural and agri-food products (AAFC, 2018). |
There is no globally standardized halal certification system. Each Muslim country has its own halal requirements for imported food products. The ASEAN region has inadequate investments and skill to build its halal ecosystem (Neo, 2019). Most Canadian small and medium enterprises (SMEs) are unfamiliar with the halal food market in Asia and are sometimes reluctant to meet clients' specific requirements due to financial constraints and regulation burdens (VanRaes, 2017). Meat exporters in Alberta do not have any packaged food products or beef/lamb going into the Malaysian market (Government of Alberta, 2020). |
Restaurants are Malaysia's largest foodservice subsector, with sales of US$12.6 billion in 2018 and a CAGR of 5.5% from 2014 to 2018. This subsector is expected to reach US$16.0 billion by 2023 with a CAGR of 4.7%. The accommodation subsector ranked second in terms of value sales (US$2.0 billion) in 2018, followed by pubs, clubs and bars (US$1.8 billion); mobile operators (US$1.3 billion); and leisure outlets (US$833.5 million). All subsectors experienced healthy growth from 2014 to 2018, and the prospects are promising for 2019 to 2023.
Subsector | 2014 | 2018 | CAGR* % 2014-2018 | 2019 | 2023 | CAGR* % 2019-2023 |
---|---|---|---|---|---|---|
Restaurants | 10,171.7 | 12,602.1 | 5.5 | 13,256.4 | 15,933.7 | 4.7 |
Accommodation | 1,675.8 | 1,981.2 | 4.3 | 2,066.0 | 2,443.6 | 4.3 |
Pubs, clubs and bars | 1,557.1 | 1,815.4 | 3.9 | 1,880.3 | 2,146.5 | 3.4 |
Mobile operators | 1,112.0 | 1,277.8 | 3.5 | 1,311.4 | 1,468.3 | 2.9 |
Leisure | 709.9 | 833.5 | 4.1 | 864.0 | 992.0 | 3.5 |
Workplace | 554.0 | 632.0 | 3.3 | 647.2 | 718.7 | 2.7 |
Retail | 403.8 | 471.1 | 3.9 | 486.4 | 553.7 | 3.3 |
Travel | 380.5 | 455.1 | 4.6 | 473.6 | 554.3 | 4.0 |
Total | 16,564.8 | 20,068.1 | 4.9 | 20,985.3 | 24,810.7 | 4.3 |
Source: GlobalData, 2020 *CAGR: Compound Annual Growth Rate |
Within the restaurant subsector, full-service restaurants recorded the highest sales at US$7,160.0 million in 2018, followed by quick-service food restaurants (US$4,325.1 million). These top two outlets accounted for 91.1% of total sales within the restaurant subsector (US$12.6 billion). Both outlets posted strong growth, with a CAGR of 5.8% and 5.4%, respectively, from 2014 to 2018, and are forecast to grow at a CAGR of 4.9% and 4.6%, respectively, from 2019 to 2023. Coffee and tea shops performed well at a CAGR of 4.2% from 2014 to 2018, reaching sales of US$856.4 million in 2018.
Within the accommodation subsector, hotels and motels recorded the highest sales (US$1.7 billion) in 2018, followed by holiday park outlets (US$146.3 million) and guest house outlets (US$62.8 million). These three outlets grew at a CAGR of 4.3%, 3.1% and 3.6%, respectively, from 2014 to 2018, and are forecast to grow at a CAGR of 4.4%, 3.5 and 2.9%, respectively, from 2019 to 2023.
Within the pub, club and bar subsector, pubs and bars recorded the highest sales of US$1.5 billion in 2018, followed by nightclubs (US$307.8 million). These top two outlets accounted for 98.0% of total sales within the pub, club and bar subsector (US$1.8 billion). Both outlets grew moderately well at a CAGR of 3.9% and 3.8%, respectively, from 2014 to 2018 and are forecast to grow at a CAGR of 3.4% and 3.1%, respectively, from 2019 to 2023.
Subsector | Outlet type | 2014 | 2018 | CAGR* % 2014-2018 | 2019 | 2023 | CAGR* % 2019-2023 |
---|---|---|---|---|---|---|---|
Accommodation | Bed and breakfasts | 2.8 | 3.2 | 3.8 | 3.4 | 4.0 | 4.3 |
Guest houses | 54.5 | 62.8 | 3.6 | 64.4 | 72.2 | 2.9 | |
Holiday parks | 124.6 | 146.3 | 4.1 | 151.4 | 173.4 | 3.5 | |
Hostels | 17.1 | 19.9 | 3.8 | 20.4 | 23.1 | 3.1 | |
Hotels and motels | 1,460.6 | 1,730.3 | 4.3 | 1,806.8 | 2,147.6 | 4.4 | |
Others | 16.1 | 18.8 | 3.8 | 19.6 | 23.3 | 4.5 | |
Leisure | Entertainment | 373.5 | 438.8 | 4.1 | 455.1 | 523.0 | 3.5 |
Venues | 213.3 | 251.1 | 4.2 | 260.7 | 300.3 | 3.6 | |
Visitor attractions | 123.1 | 143.6 | 3.9 | 148.2 | 168.7 | 3.3 | |
Mobile operators | Other mobile operators | 872.8 | 995.8 | 3.4 | 1,018.5 | 1,130.5 | 2.6 |
Vans | 239.3 | 281.9 | 4.2 | 292.8 | 337.8 | 3.6 | |
Pubs, clubs and bars | Nightclubs | 265.5 | 307.8 |
3.8 | 317.1 | 358.5 | 3.1 |
Private member and social clubs | 31.5 | 36.3 | 3.7 | 37.3 | 41.9 | 3.0 | |
Pubs and bars | 1,260.2 | 1,471.2 | 3.9 | 1,525.9 | 1,746.1 | 3.4 | |
Restaurants | Coffee and tea shops | 726.1 | 856.4 | 4.2 | 888.4 | 1,023.5 | 3.6 |
Full-service restaurants | 5,723.2 | 7,159.9 | 5.8 | 7,555.1 | 9,156.5 | 4.9 | |
Ice cream parlours | 218.6 | 260.6 | 4.5 | 270.4 | 313.3 | 3.8 | |
Quick-service restaurants and fast food | 3,503.8 | 4,325.1 | 5.4 | 4,542.5 | 5,440.3 | 4.6 | |
Retail | Bakers | 240.7 | 283.0 | 4.1 | 293.3 | 336.9 | 3.5 |
Convenience stores | 80.2 | 92.4 | 3.6 | 94.8 | 106.2 | 2.9 | |
Delicatessens | 5.9 | 6.9 | 3.8 | 7.1 | 8.0 | 3.1 | |
Department stores | 4.6 | 5.5 | 4.6 | 5.7 | 6.6 | 3.8 | |
Other retail | 4.1 | 4.7 | 3.4 | 4.8 | 5.3 | 2.7 | |
Service station forecourts | 27.5 | 31.1 | 3.1 | 31.8 | 35.0 | 2.4 | |
Supermarkets and hypermarkets | 40.7 | 47.4 | 3.9 | 48.9 | 55.6 | 3.2 | |
Travel | Air | 330.2 | 399.4 | 4.9 | 416.3 | 489.2 | 4.1 |
Rail | 5.1 | 5.8 | 3.3 | 5.9 | 6.6 | 2.6 | |
Sea | 45.2 | 49.9 | 2.5 | 51.4 | 58.5 | 3.3 | |
Workplace | Government departments and local authorities | 57.7 | 67.4 | 4.0 | 69.8 | 79.6 | 3.4 |
Industrial | 333.4 | 377.3 | 3.1 | 385.7 | 424.8 | 2.4 | |
Retail, financial and office-based | 163.0 | 187.3 | 3.5 | 191.7 | 214.3 | 2.8 | |
Source: GlobalData, 2020 *CAGR: Compound Annual Growth Rate |
Foodservice: chain franchises versus independent operators
Although independent operators account for a large market share in each channel, chain franchises are forecast to record higher CAGRs than the independent chains (4.8% vs 4.2%) by 2023. Despite the faster growth of the chain franchises, within the restaurant subsector, independent restaurant sales accounted for 75.5% of total sales, while chain restaurants accounted for 24.5% in 2018. Within the accommodation subsector, independent sales accounted for 93.7% of total sales, while chain franchise sales accounted for 6.3%. Among pub, club and bar outlets, independent sales accounted for 95.1% of total sales, while chain franchise sales accounted for 4.9%.
Subsector | Chain vs independent | 2014 | 2018 | CAGR* % 2014-2018 | 2019 | 2023 | CAGR* % 2019-2023 |
---|---|---|---|---|---|---|---|
Accommodation | Chain | 103.7 | 124.8 | 4.7 | 131.0 | 155.7 | 4.4 |
Independent | 1,572.1 | 1,856.4 | 4.2 | 1,935.0 | 2,287.9 | 4.3 | |
Leisure | Chain | 245.6 | 288.2 | 4.1 | 298.5 | 341.8 | 3.4 |
Independent | 464.3 | 545.3 | 4.1 | 565.5 | 650.2 | 3.6 | |
Mobile operators | Chain | 27.4 | 31.6 | 3.6 | 32.5 | 36.4 | 2.9 |
Independent | 1,084.6 | 1,246.1 | 3.5 | 1,278.8 | 1,431.9 | 2.9 | |
Pubs, clubs and bars | Chain | 76.4 | 89.6 | 4.1 | 92.9 | 106.1 | 3.4 |
Independent | 1,480.7 | 1,725.8 | 3.9 | 1,787.4 | 2,040.4 | 3.4 | |
Restaurants | Chain | 2,430.0 | 3,089.2 | 6.2 | 3,254.8 | 3,973.0 | 5.1 |
Independent | 7,741.7 | 9,512.9 | 5.3 | 10,001.6 | 11,960.7 | 4.6 | |
Retail | Chain | 127.2 | 146.9 | 3.7 | 150.9 | 169.6 | 3.0 |
Independent | 276.6 | 324.2 | 4.0 | 335.5 | 384.1 | 3.4 | |
Travel | Unspecified | 380.5 | 455.1 | 4.6 | 473.6 | 554.3 | 4.0 |
Workplace | Unspecified | 554.0 | 632.0 | 3.3 | 647.2 | 718.7 | 2.7 |
Subtotal: chain franchises | 3,010.3 | 3,770.3 | 5.8 | 3,960.6 | 4,782.6 | 4.8 | |
Subtotal: independent operators | 12,620.0 | 15,210.7 | 4.8 | 15,903.8 | 18,755.1 | 4.2 | |
Total: chain and independent | 15,630.3 | 18,980.9 | 5.0 | 19,864.4 | 23,537.7 | 4.3 | |
Source: GlobalData, 2020 *CAGR: Compound Annual Growth Rate |
In the Malaysian foodservice sector, the highest value per transaction in 2018 occurred in independent nightclubs and chain nightclubs (US$25.8), followed by independent pubs and bars (US$22.4). Bed and breakfasts (independent) are expected to grow the fastest at a CAGR of 4.3% from 2019 to 2023.
Subsector | Outlet | 2014 | 2018 | CAGR* % 2014-2018 | 2019 | 2023 | CAGR* % 2019-2023 |
---|---|---|---|---|---|---|---|
Accommodation | Hotels and motels | 13.4 | 11.3 | −4.2 | 11.8 | 13.8 | 4.0 |
Leisure | Entertainment | 9.9 | 8.4 | −4.2 | 8.7 | 10.0 | 3.4 |
Venues | 13.4 | 11.3 | −4.2 | 11.8 | 13.4 | 3.4 | |
Visitor attractions | 8.9 | 7.6 | −3.8 | 8.0 | 9.2 | 3.7 | |
Mobile operators | Other mobile operators | 6.1 | 5.2 | −3.8 | 5.4 | 6.2 | 3.4 |
Vans | 6.3 | 5.4 | −3.7 | 5.7 | 6.6 | 3.7 | |
Pubs, clubs and bars | Private member and social clubs | 19.4 | 16.6 | −3.8 | 17.3 | 20.0 | 3.7 |
Pubs and bars | 30.0 | 25.8 | −3.7 | 27.0 | 31.4 | 3.9 | |
Restaurants | Coffee and tea shops | 5.1 | 4.3 | −4.2 | 4.5 | 5.2 | 3.5 |
Full-service restaurants | 20.9 | 17.7 | −4.1 | 18.4 | 21.3 | 3.6 | |
Ice cream parlours | 5.7 | 4.9 | −4.0 | 5.1 | 5.8 | 3.5 | |
Quick-service restaurants and fast foods | 7.3 | 6.1 | −4.2 | 6.4 | 7.0 | 2.5 | |
Retail | Bakers | 9.5 | 8.1 | −4.1 | 8.4 | 9.7 | 3.5 |
Convenience stores | 4.8 | 4.1 | −3.9 | 4.3 | 4.9 | 3.6 | |
Department stores | 3.8 | 3.2 | −4.0 | 3.3 | 3.8 | 3.5 | |
Other retail | 4.9 | 4.2 | −3.9 | 4.3 | 5.0 | 3.5 | |
Service station forecourts | 4.1 | 3.5 | −4.0 | 3.6 | 4.1 | 3.3 | |
Supermarkets and hypermarkets | 5.8 | 5.0 | −3.6 | 5.2 | 6.1 | 3.9 | |
Source: GlobalData, 2020 *CAGR: Compound Annual Growth Rate |
Subsector | Outlet | 2014 | 2018 | CAGR* % 2014-2018 | 2019 | 2023 | CAGR*% 2019-2023 |
---|---|---|---|---|---|---|---|
Accommodation | Bed and breakfasts | 2.5 | 2.1 | −4.3 | 2.2 | 2.6 | 4.3 |
Guest houses | 6.6 | 5.7 | −3.6 | 5.9 | 6.8 | 3.6 | |
Holiday parks | 12 | 10.1 | −4.2 | 10.5 | 12 | 3.4 | |
Hostels | 6.8 | 5.7 | −4.3 | 6 | 6.9 | 3.6 | |
Hotels and motels | 11.3 | 9.5 | −4.2 | 9.9 | 11.6 | 4.0 | |
Others | 9.6 | 8.2 | −3.9 | 8.5 | 10 | 4.1 | |
Leisure | Entertainment | 8.2 | 7 | −3.9 | 7.3 | 8.3 | 3.3 |
Venues | 11.2 | 9.4 | −4.3 | 9.8 | 11.3 | 3.6 | |
Visitor attractions | 8.5 | 7.2 | −4.1 | 7.6 | 8.8 | 3.7 | |
Mobile operators | Other mobile operators | 2.7 | 2.3 | −3.9 | 2.4 | 2.7 | 3.0 |
Vans | 2.8 | 2.4 | −3.8 | 2.6 | 3 | 3.6 | |
Pubs, clubs and bars | Nightclubs | 30.1 | 25.8 | −3.8 | 26.9 | 31 | 3.6 |
Private member and social clubs | 22.5 | 19.3 | −3.8 | 20.1 | 23.2 | 3.7 | |
Pubs and bars | 26.1 | 22.4 | −3.7 | 23.5 | 27.3 | 3.8 | |
Restaurants | Coffee and tea shops | 4.4 | 3.7 | −4.2 | 3.9 | 4.5 | 3.6 |
Full-service restaurants | 4.1 | 3.5 | −3.9 | 3.6 | 4 | 2.7 | |
Ice cream parlours | 5.2 | 4.4 | −4.1 | 4.6 | 5.3 | 3.6 | |
Quick-service restaurants and fast food | 2.7 | 2.2 | −5.0 | 2.3 | 2.7 | 4.1 | |
Retail | Bakers | 8.6 | 7.3 | −4.0 | 7.6 | 8.8 | 3.7 |
Convenience stores | 4.4 | 3.7 | −4.2 | 3.9 | 4.5 | 3.6 | |
Delicatessens | 3.9 | 3.3 | −4.1 | 3.5 | 4 | 3.4 | |
Department stores | 3.5 | 3 | −3.8 | 3.1 | 3.6 | 3.8 | |
Other retail | 4.7 | 4 | −4.0 | 4.1 | 4.7 | 3.5 | |
Service station forecourts | 3.7 | 3.1 | −4.3 | 3.2 | 3.7 | 3.7 | |
Supermarkets and hypermarkets | 5.3 | 4.6 | −3.5 | 4.8 | 5.6 | 3.9 | |
Source: GlobalData, 2020 *CAGR: Compound Annual Growth Rate |
Market trends
Association of Southeast Asian Nations economies
The Association of Southeast Asian Nations (ASEAN) economies, as a group, would be the world's fourth-largest economy in 2050 and Canada's sixth-biggest trading partner in 2018 (US-ASEAN Business Council, 2019; Global Affairs Canada, 2019). Canadian agri-food and seafood exports to the ASEAN markets combined were valued at US$1.6 billion in 2019, accounting for 3.2% of Canada's total exports to the world (US$50.5 billion). Canada's exports to the region were relatively small, with export values from Canada increasing by a CAGR of 1.7% from 2015 to 2019. However, Canada's agri-food and seafood exports to Malaysia declined at a CAGR of 1.1% from 2015 to 2019, with a value of US$151.1 million in 2019.
Country | 2015 | 2016 | 2017 | 2018 | 2019 | CAGR* % 2015-2019 |
---|---|---|---|---|---|---|
ASEAN member states | 1,524.9 | 1,145.6 | 1,667.2 | 1,525.1 | 1,630.3 | 1.7 |
Indonesia | 528.2 | 367.8 | 495.3 | 602.4 | 673.6 | 6.3 |
Viet Nam | 280.5 | 198.4 | 470.3 | 264.5 | 298.4 | 1.6 |
Philippines | 291.0 | 147.5 | 253.8 | 251.5 | 193.5 | −9.7 |
Thailand | 176.5 | 129.5 | 128.6 | 138.8 | 179.3 | 0.4 |
Malaysia | 158.2 | 166.1 | 174.9 | 141.8 | 151.1 | −1.1 |
Singapore | 75.8 | 96.9 | 98.7 | 70.4 | 85.6 | 3.1 |
Cambodia | 8.1 | 21.9 | 27.5 | 45.4 | 30.3 | 39.1 |
Myanmar | 6.0 | 17.0 | 17.8 | 9.4 | 17.9 | 31.6 |
Brunei Darussalam | 0.5 | 0.3 | 0.4 | 0.6 | 0.5 | −3.1 |
Lao | 0.0 | 0.1 | 0.1 | 0.4 | 0.1 | 27.9 |
Source: Global Trade Tracker, 2020 *CAGR: Compound Annual Growth Rate |
In 2019, Canada imported US$1.6 billion in agri-food and seafood imports from ASEAN countries. Canada's agri-food and seafood imports from Malaysia increased at a CAGR of 0.8% from 2015 to 2019 with a value of US$177.1 million in 2019.
Country | 2015 | 2016 | 2017 | 2018 | 2019 | CAGR* % 2015-2019 |
---|---|---|---|---|---|---|
ASEAN member states | 1,496.8 | 1,501.3 | 1,577.1 | 1,627.0 | 1,630.3 | 2.2 |
Thailand | 588.2 | 579.5 | 586.9 | 594.5 | 615.7 | 1.2 |
Viet Nam | 371.1 | 368.8 | 410.7 | 448.7 | 436.2 | 4.1 |
Indonesia | 169.5 | 205.0 | 217.6 | 209.1 | 212.0 | 5.8 |
Malaysia | 171.3 | 165.2 | 162.8 | 163.8 | 177.1 | 0.8 |
Philippines | 168.6 | 143.2 | 166.1 | 151.1 | 134.6 | −5.5 |
Singapore | 18.5 | 21.4 | 20.9 | 50.7 | 45.1 | 25.0 |
Myanmar | 8.7 | 9.5 | 10.5 | 6.4 | 7.0 | −5.5 |
Cambodia | 0.5 | 8.0 | 1.0 | 1.3 | 1.5 | 32.1 |
Lao | 0.1 | 0.3 | 0.3 | 1.1 | 0.8 | 61.4 |
Brunei Darussalam | 0.3 | 0.5 | 0.4 | 0.2 | 0.3 | −6.5 |
Source: Global Trade Tracker, 2020 *CAGR: Compound Annual Growth Rate |
Halal food products launch in Malaysia
The growing Muslim population is projected to account for 27% of the world population by 2030 (MIFB, 2019). Globally, Muslims' expenditure on food was valued at $1.4 trillion in 2018 and is forecast to reach $2.0 trillion by 2024 (DinarStandard, 2019). Between January 2015 and January 2020, 17.7% of food and beverage products (including pet food) launched in the Asia-Pacific regions had a halal claim (Mintel, 2020). As one of the Muslim-majority countries in the ASEAN region, Malaysia is seeking to lead the global halal industry and plans to become the international halal centre (Abdullah and Azam, 2020).
In Malaysia, 6,199 halal food products were launched from 2015 to 2019. In the same period, the top 10 food companies in Malaysia launched 1,520 products, growing by a CAGR of 8.2%. The company in Malaysia with the highest number of launches of halal food was Nestlé, with 347 product launches. The two categories with the highest number of launches of halal food were bakeries and snacks.

Description of above image
- 2015: 1,173
- 2016: 1,350
- 2017: 1,151
- 2018: 1,302
- 2019: 1,223
Source: Mintel, 2020

Description of above image
Company | Number of launches |
---|---|
Nestlé | 347 |
Mondelez | 159 |
Dairy farm | 153 |
Petra foods | 135 |
Delfi marketing | 135 |
Delfi foods | 135 |
GCH retail | 134 |
Mondelez | 119 |
Tong garden | 102 |
Unilever | 101 |
Source: Mintel, 2020

Description of above image
Category | Number of launches |
---|---|
Sugar and gum confectionery | 212 |
Baby food | 246 |
Desserts and ice cream | 267 |
Processed fish, meat and egg products | 339 |
Chocolate confectionery | 374 |
Meals and meal centers | 528 |
Dairy | 767 |
Sauces and seasonings | 850 |
Snacks | 889 |
Bakery | 1,161 |
Source: Mintel, 2020
Global market
Malaysia is a net agri-food and seafood exporter to Canada with a net sales valued at US$26 million. Canada imported US$177.1 million in agri-food and seafood products from Malaysia, while Canada's exports were valued at US$151.1 million in 2019.
Malaysia's total agri-food and seafood imports from the world were valued at US$16.3 billion in 2019, of which US$148.9 million was from Canada, representing 0.9% of Malaysia's total agricultural imports. The gap between Malaysia's imports from the world and Canada was US$16.1 billion in 2019.
Import supplier | 2015 | 2016 | 2017 | 2018 | 2019 | CAGR* % 2015-2019 |
---|---|---|---|---|---|---|
Malaysia's imports from the world | 15,802.2 | 14,906.9 | 15,671.6 | 16,559.3 | 16,275.8 | 0.7 |
Malaysia's imports from Canada | 187.7 | 205.2 | 219.0 | 209.1 | 148.9 | −5.6 |
The gross export gap with Canada | 15,614.5 | 14,701.7 | 15,452.6 | 16,350.2 | 16,126.9 | 0.8 |
Source: Global Trade Tracker, 2020 *CAGR: Compound Annual Growth Rate |
Malaysia's top imported products from the world in 2019 were cocoa beans (US$0.8 billion), food preparations (US$0.7 billion), raw cane sugar (US$0.6 billion) and oilcake (US$0.5 billion). Imports of cocoa beans grew the fastest at a CAGR of 4.7% from 2015 to 2019, followed by imports of food preparations at a CAGR of 3.7%.
HS 6 Code | Description | 2015 | 2016 | 2017 | 2018 | 2019 | CAGR* 2015-2019 % |
---|---|---|---|---|---|---|---|
World total | 15,802.2 | 14,906.9 | 15,671.6 | 16,559.3 | 16,275.8 | 0.7 | |
180100 | Cocoa beans | 688.5 | 657.1 | 695.7 | 791.9 | 828.6 | 4.7 |
210690 | Food preparations, n.e.s.[1] | 598.1 | 640.1 | 594.9 | 651.5 | 690.6 | 3.7 |
170114 | Solid raw cane sugar, (excluding cane sugar of 1701 13) | 636.6 | 791.7 | 887.5 | 683.9 | 567.8 | −2.8 |
230400 | Oilcake and other solid residues, from soybean oil | 576.3 | 460.5 | 609.6 | 590.4 | 521.7 | −2.5 |
100590 | Maize (excluding seed for sowing) | 469.1 | 421.7 | 532.1 | 546.3 | 478.2 | 0.5 |
151110 | Crude palm oil | 437.0 | 128.5 | 211.0 | 275.2 | 456.8 | 1.1 |
100630 | Semi-milled or wholly milled rice | 528.9 | 375.6 | 346.6 | 404.4 | 450.3 | −3.9 |
020230 | Frozen, boneless meat of bovine animals | 489.2 | 442.5 | 468.6 | 463.4 | 418.0 | −3.9 |
100510 | Maize seed for sowing | 296.5 | 285.7 | 212.1 | 277.3 | 309.8 | 1.1 |
040210 | Solid milk and cream, <= 1.5% | 385.2 | 283.1 | 286.9 | 261.6 | 298.6 | −6.2 |
Source: Global Trade Tracker, 2020 *CAGR: Compound Annual Growth Rate 1: not elsewhere specified |
Malaysia's agri-food and seafood imports from Canada declined at a CAGR of −5.6% from 2015 to 2019, to reach US$148.9 million in 2019. Malaysia's top imported products from Canada in 2019 were wheat and meslin (US$45.1 million), followed by low erucic acid rape or colza oil (US$22.3 million) and soybeans (US$19.9 million). Canada's canola oil accounted for 65.1% of Malaysia's total imports of that product from the world. Canadian canola seeds accounted for 25.9% of Malaysia's total imports from the world. Solid milk and cream had the most substantial import growth with a CAGR of 212.8% from 2015 to 2019, while soybean seed for sowing was in decline with a CAGR of −19.1% over the same period.
HS 6 Code | Description | 2015 | 2016 | 2017 | 2018 | 2019 | CAGR* % 2015-2019 | Canada's share % in world 2019 |
---|---|---|---|---|---|---|---|---|
Canada total | 187.7 | 205.2 | 219.0 | 209.1 | 148.9 | −5.6 | 0.9 | |
100199 | Wheat and meslin (excluding seed for sowing, and durum wheat) | 31.5 | 46.9 | 54.5 | 55.3 | 45.1 | 9.4 | 15.5 |
151411 | Low erucic acid rape or colza oil < 2%, crude | 25.0 | 55.2 | 32.0 | 40.4 | 22.3 | −2.9 | 65.1 |
120190 | Soybeans (excluding seed for sowing) | 34.5 | 38.8 | 39.0 | 31.0 | 19.9 | −12.8 | 12.9 |
120110 | Soybean seed, for sowing | 36.6 | 31.8 | 37.4 | 31.7 | 15.7 | −19.1 | 9.9 |
430110 | Raw furskins of mink | 0.8 | 2.3 | 2.7 | 2.3 | 8.3 | 81.6 | 19.4 |
040210 | Solid milk and cream, <= 1.5% | 0.1 | 0.0 | 9.6 | 4.8 | 5.3 | 212.8 | 1.8 |
100191 | Seed of wheat and meslin, for sowing (excluding durum) | 4.5 | 1.6 | 0.9 | 2.0 | 4.4 | −0.5 | 22.0 |
120510 | Low erucic acid rape or colza seeds < 2%, < 30 micromoles/g | 0.0 | 0.0 | 0.5 | 2.5 | 4.0 | 183.5 | 25.9 |
210690 | Food preparations, n.e.s.[1] | 4.6 | 3.3 | 2.2 | 2.2 | 2.5 | −14.0 | 0.4 |
071340 | Dried, shelled lentils | 0.8 | 0.6 | 0.7 | 1.3 | 1.3 | 15.4 | 20.5 |
Source: Global Trade Tracker, 2020 *CAGR: Compound Annual Growth Rate 1: not elsewhere specified |
Top 10 foodservice companies in Malaysia
Yum! Brands was the top foodservice company with value sales of US$853.4 million in 2017, accounting for a 4.5% share of the foodservice market in Malaysia. It was followed by McDonald's (US$330.8 million), Doctor's Associates (US$142.0 million), Starbucks (US$127.6 million) and Domino's Pizza (US$101.2 million).
Company | US$ million | Share % |
---|---|---|
Yum! Brands | 853.4 | 4.5 |
McDonald's | 330.8 | 1.7 |
Doctor's Associates | 142.0 | 0.7 |
Starbucks | 127.6 | 0.7 |
Domino's Pizza | 101.2 | 0.5 |
Hot&Roll Holdings | 90.1 | 0.5 |
Marrybrown | 90.0 | 0.5 |
Secret Recipe Cakes and Café | 81.9 | 0.4 |
SugarBun | 58.4 | 0.3 |
Others | 17,173.3 | 89.9 |
Total | 19,106.4 | 100.0 |
Source: GlobalData, 2020 |
Competition and opportunities
Prospects for Canadian agri-food and seafood products in the Malaysian foodservice sector are promising for food preparations and solid milk and cream. Frozen pork and raw furskins are the fastest-growing Malaysian imports, growing at a rate of 2,058.1% and 267.1%, respectively, from 2018 to 2019. Canadian canola seeds exported to Malaysia increased by 59.7% with a market share of 25.9% in 2019. Canada also has the potential to increase exports of frozen pork and cranberries to Malaysia. The market share of these two products in Malaysia was under 5.5% in 2019.
Exporters are strongly recommended to work with the local import agent, distributor and end-user to make sure the products are in compliance with Malaysian regulations and all proper documentation has been completed. For more information, please consult Exporting food out of Canada (Canadian Food Inspection Agency), Step-by-Step Guide to Exporting - Step 6 - Opening the door: entering your target market (The Canadian Trade Commissioner Service) and customs regulations and compliance (Royal Malaysian Customs Department).
It is worth noting that CanExport provides funding to SMEs to reach export markets and execute strategic marketing projects such as participation in trade shows. Interested Canadian SMEs are encouraged to apply for CanExport for businesses (SMEs). If you have questions about exporting your agriculture or food products, or are looking for support, please contact the Market Access Secretariat, Agri-Food and Agriculture Canada, at aafc.mas-sam.aac@canada.ca .
HS 6 code | Commodity | Import valueUS$ millions | Top three suppliers and market Share % | Canada's share % | ||
---|---|---|---|---|---|---|
1st | 2nd | 3rd | ||||
180100 | Cocoa beans | 828.6 | Côte d'Ivoire: 34.4 | Ghana: 15.8 | Cameroon: 11.3 | 0.0 |
210690 | Food preparations, n.e.s.[1] | 690.6 | Singapore: 31.3 | U.S: 17.4 | Indonesia: 8.7 | 0.4 |
170114 | Raw cane sugar (excluding cane sugar of 1701 13) | 567.8 | South Africa: 36.8 | Thailand: 30.8 | Brazil: 21.4 | 0.0 |
230400 | Oilcake and other solid residues, from soybean oil | 521.7 | Argentina: 98 | United States: 0.6 | India: 0.6 | 0.0 |
100590 | Maize (excluding seed for sowing) | 478.2 | Argentina: 51.3 | Brazil: 47.8 | United States: 0.5 | 0.0 |
151110 | Crude palm oil | 456.8 | Indonesia: 91.7 | Papua New Guinea: 3.0 | Cambodia: 2.8 | 0.0 |
100630 | Semi-milled or wholly milled rice | 450.3 | Viet-Nam: 44.5 | Thailand: 26.6 | India: 12.2 | 0.0 |
020230 | Frozen, boneless meat of bovine animals | 418.0 | India: 82.8 | Australia: 8.8 | Brazil: 4.6 | 0.0 |
100510 | Maize seed for sowing | 309.8 | Argentina: 71.4 | Brazil: 27.2 | U.S: 1.0 | 0.0 |
040210 | Solid milk and cream, <= 1.5% | 298.6 | New Zealand: 32.4 | United States: 19.3 | Belgium: 9.0 | 1.8 |
Source: Global Trade Tracker, 2020 1: not elsewhere specified |
HS 6 Code | Description | Imports 2018 | Imports 2019 | Growth difference % (2018-2019) | Market share % 2019 |
---|---|---|---|---|---|
030383 | Frozen toothfish | 0.0 | 0.7 | N/C | 17.2 |
020329 | Frozen meat of swine | 0.0 | 0.5 | 2058.1 | 1.0 |
430180 | Raw furskins | 0.3 | 1.1 | 267.1 | 46.0 |
430110 | Raw furskins of mink | 2.3 | 8.3 | 255.8 | 19.4 |
100191 | Sowing seed of wheat and meslin (excluding durum) | 2.0 | 4.4 | 122.0 | 22.0 |
050400 | Guts, bladders and stomachs of animals (other than fish) | 0.4 | 0.8 | 118.5 | 6.3 |
071310 | Dried, shelled peas | 0.6 | 1.1 | 79.9 | 7.5 |
120510 | Low erucic acid rape or colza seeds,< 2% and < 30 micromoles/gram | 2.5 | 4.0 | 59.7 | 25.9 |
230990 | Preparations for animal feed (excluding dog or cat food) | 0.7 | 1.0 | 46.8 | 0.5 |
130239 | Mucilages and thickeners | 0.3 | 0.5 | 46.4 | 3.5 |
200893 | Cranberries, n.e.s.[1] | 1.0 | 1.3 | 26.4 | 5.2 |
Source: Global Trade Tracker, 2020 N/C: not calculable 1: not elsewhere specified |
According to the 2019 national trade estimate report published by the office of the United States Trade Representative (USTR) in 2019, "Malaysian halal standards require slaughter plants to maintain dedicated halal production facilities and ensure segregated storage and transportation facilities for halal and non-halal products. In contrast, Codex Alimentarius Commission allows for halal food to be prepared, processed, transported, or stored using facilities that have been previously used for non-halal foods, provided that Islamic cleaning procedures have been observed. All domestic and foreign meat (except pork) must be certified as halal by the Malaysian authorities or a Foreign Halal Certification Body (FHCB)."
Meat producers and exporters in Alberta do not have any packaged food products or beef/lamb going into the Malaysian market (Government of Alberta, 2020). Malaysian halal requirements are some of the strictest in the world. The Department of Islamic Development Malaysia (JAKIM) is the regulatory body issuing halal certification in Malaysia. In Canada, JAKIM has recognized two organizations (PDF version) to inspect and halal certify food and beverage products for Canadian exports to Malaysia: the Halal Montreal Certification Authority and the Halal Monitoring Authority (HMA).

Halal Montreal Certification Authority
1510 Chemin Chambly
Suite 270
Longueuil QC J4J 3X5
Canada
Taibi Baaja
Phone: 514-296-7360
Fax: 450-332-7072
Email: info@halalmontreal.com / taibi@halalmontreal.com

Halal Monitoring Authority (HMA)
1825 Markham Road, #211
Scarborough ON M1B 4Z9
Canada
Hafiz Faizan Ul-Haq (Chairman)
Phone: 416-731-2247
Fax: 416-981-3247
Email: info@hmacanada.org
Website: Halal Monitoring Authority Canada
Source: JAKIM - The Recognized Foreign Halal Certification Bodies & Authorities, as of February 13, 2019
Conclusion
Malaysia is a growing market for convenience, quality and healthy food products. Canada's low market share of Malaysia's imported food represents room for expansion and the Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP) will help improve Canada's competitiveness within the Malaysian market. On March 8, 2018, Canada signed the CPTPP with 10 countries: Australia, Brunei, Chile, Japan, Malaysia, Mexico, New Zealand, Peru, Singapore and Viet Nam. The CPTPP represents a significant step toward closer trade and investment between Canada and Malaysia.
The CPTPP gives Canadian agriculture and agri-food products preferential market access to key export markets, including Malaysia. Under the agreement, tariffs should be eliminated or reduced on a wide range of Canadian exports for the agricultural sector, including meat, grains, pulses, maple syrup, wines and spirits, seafood and other agri-food products. Read the Global Affairs Canada overview of the CPTPP and Canada's agriculture and agri-food sector for more information.
Significant gains are possible for Canadian producers, who could grow market share in economies such as Malaysia. The CPTPP ensures that Canadian agricultural products can compete on a level playing field with key competitors, specifically in countries where Canada formerly faced high tariffs and did not have preferential market access through existing free trade agreements. To obtain more information on the CPTPP regarding trade opportunities under this agreement see CPTPP for Agri-Food Exporters. To understand how the CPTPP helps Canada-Malaysia trade and investment in the agricultural sector see CPTPP partner: Malaysia.
For more information
International Trade Commissioners can provide Canadian industry with on-the-ground expertise regarding market potential, current conditions and local business contacts, and are an excellent point of contact for export advice.
For additional intelligence on this and other markets, the complete library of Global Analysis reports can be accessed through the International agri-food market intelligence page.
For additional information on Food & Hotel Asia 2020, please contact:
Ben Berry, Deputy Director
Trade Show Strategy and Delivery
Agriculture and agri-food Canada
ben.berry@canada.ca
Resources
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- Department of Statistics, Malaysia (October 2017), Report on Household Expenditure Survey 2016.
- DinarStandard. (2019). State of the Global Islamic Economy Report 2019-2020 (page 178). DinarStandard.
- EDC. (2019, March 20). Malaysia. Top Emerging Markets. EDC.
- Global Affairs Canada. (November 1, 2019). Canada and the Association of Southeast Asian Nations.
- GlobalData, 2020.
- Global Trade Tracker, 2020.
- Kaur, M. (July 13, 2019). Food poisoning cases up by 24%, including in schools, reveals Dzulkefly. Free Malaysia Today.
- Kumar. (January 16, 2020). Malaysia fears palm oil export drop after US-China trade truce. Nikkei Asian Review.
- Macroeconomic Outlook – Malaysia. Bank Negara Malaysia (PDF). (2019).
- Malaysia – The Future of Foodservice to 2023, GlobalData 2019.
- Malaysia Tourism Promotion Board. (2020). Tourism Malaysia.
- Malaysian International Food & Beverage Trade Fair (MIFB, March 15, 2019) – Malaysia Can Command The Halal Industry.
- Mintel, 2020.
- Mok, O. (February 10, 2020). Penang tourism industry down 40pc due to coronavirus says Chow. Malay Mail.
- Neo, page (September 10, 2019). Massive potential: Why are ASEAN halal food exports growing at a slower rate than global demand? Foodnavigator-Asia.Com.
- Shira, D. (February 20, 2020). The Coronavirus in Asia and ASEAN – Live Updates by Country. SEAN Business News.
- Statistics Malaysia. (June 15, 2019). Department of Statistics Malaysia Official Portal.
- Sukumaran, T. (February 12, 2020). Malaysian economic growth hits 10-year low as coronavirus fears loom. South China Morning Post.
- Tan, B. (April 6, 2019). GDP growth is nothing if purchasing power doesn't go up, says Azmin. Malay Mail.
- The Conference Board. (January 16, 2020). Global Consumer Confidence Unchanged (PDF).
- The United States Trade Representative. (2019). 2019 National Trade Estimate Report on Foreign Trade Barriers (PDF).
- U.S. Department of Commerce. (October 13, 2019). Agricultural Sector–Malaysia.
- US-ASEAN Business Council. (July 22, 2019). Growth Projections. US-ASEAN Business Council.
- VanRaes, Shannon. (2017). The halal market. Country Guide.
- Yusof, A. (February 12, 2020). Malaysia's GDP grows 4.3 pct in 2019. NST Online.
Foodservice profile – Malaysia
Global Analysis Report
Prepared by: Zhiduo Wang, Market Analyst
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