Report: Festive Malaysia 2025

A shared celebration of Chinese New Year and Hari Raya

In Malaysia, festive seasons are more than traditions, they shape shopper behaviour in profound ways. With Chinese New Year and Hari Raya drawing closer together each year, the future of FMCG will soon be influenced by the phenomenon of Gong Xi Raya.

Our latest report, Festive Malaysia 2025, unpacks how shoppers responded to a shorter festive window this year, and what this means for brands preparing for 2026 and beyond.

Inside the report, you’ll discover:

• A shorter season, lower spend: Festive FMCG sales dropped 15%, with shoppers prioritising value for money and bigger packs.
• The power of promotions: Price-offs and bundle packs proved most effective in driving festive purchases.
• Changing shopper profiles: Malay and high-income consumers are becoming the new growth drivers across both CNY and Raya.
• Fewer trips, fewer channels: Shoppers are consolidating purchases, creating opportunities for targeted retailer strategies.

Whether you’re planning for 2026’s late CNY and early Raya overlap, or seeking to future-proof your brand strategies, this report offers the consumer insights you need to win in Malaysia’s festive seasons.