Sections
| Title | Starting Page | Number of Pages |
|---|
| Cover Page | 1 | 1 |
| Graph - Scope | 2 | 1 |
| Disclaimer | 2 | 1 |
| Contents | 3 | 1 |
| Contents (CONT) | 4 | 1 |
| Consumer values and behaviour in Malaysia | 5 | 1 |
| Highlights of consumer values and behaviours from our 2026 survey | 5 | 1 |
| Graph - Personal traits and values | 6 | 1 |
| Graph - Consumers in Malaysia are troubled by the escalating cost of everyday goods | 7 | 1 |
| Graph - Gen X regard their spiritual faith as a fundamental cornerstone of their overall lifestyle | 8 | 1 |
| Graph - Consumers in Malaysia research the products and services they consume | 9 | 1 |
| Graph - Gen Z purchase items from companies and brands that they have absolute trust in | 10 | 1 |
| Consumers say it is likely that they will experience greater happiness in the future | 11 | 1 |
| Table/Chart: Outlook on life: Future impact in the next five years % of respondents | 11 | 1 |
| Table/Chart: Tabular Data Analysis | 11 | 1 |
| Baby Boomers look forward to having an increased amount of spare time | 12 | 1 |
| Table/Chart: Outlook on life: Future impact in the next five years by generation % of respondents | 12 | 1 |
| Table/Chart: Tabular Data Analysis | 12 | 1 |
| Baby Boomers look forward to having an increased amount of spare time (CONT) | 13 | 1 |
| At home, consumers connect with friends or family virtually | 14 | 1 |
| Graph - Frequency of home activities % of respondents (at least weekly) | 14 | 1 |
| Graph - Frequency of home activities by generation % of respondents (at least weekly) | 14 | 1 |
| At home, consumers connect with friends or family virtually (CONT) | 15 | 1 |
| Graph - Over half of consumers prefer to prepare a meal themselves | 16 | 1 |
| Graph - Weekly meal choices by generation % of respondents (at least weekly) | 16 | 1 |
| Over 35% of consumers claim to be too busy to prepare meals | 17 | 1 |
| Graph - Barriers to cooking at home | 17 | 1 |
| Younger generations state they do not have time to shop for groceries | 18 | 1 |
| Graph - Barriers to cooking at home by generation % of respondents | 18 | 1 |
| Graph - 59% of consumers in Malaysia look for healthy ingredients in food and beverages | 19 | 1 |
| 59% of consumers in Malaysia look for healthy ingredients in food and beverages (CONT) | 20 | 1 |
| Many Baby Boomers prefer to set their own working hours | 21 | 1 |
| Graph - Work-life balance | 21 | 1 |
| Younger generations prioritise earning a high salary | 22 | 1 |
| Graph - Work priorities % of respondents | 22 | 1 |
| Graph - Consumers in Malaysia say they uphold a division between their job and private life | 23 | 1 |
| Graph - Note: *% who agree/strongly agree with this statement | 23 | 1 |
| Consumers in Malaysia say they uphold a division between their job and private life (CONT) | 24 | 1 |
| Malaysians enjoy socialising with friends online | 25 | 1 |
| Graph - Frequency of leisure activities | 25 | 1 |
| Graph - Millennials are most likely to go shopping for leisure | 26 | 1 |
| Consumers' top travel motivation is getting value for money | 27 | 1 |
| Graph - Most important features when planning a trip or vacation % of respondents | 27 | 1 |
| Baby Boomers are most likely to look for all-inclusive hotels and resorts | 28 | 1 |
| Graph - Most important features when planning a trip or vacation by generation % of respondents | 28 | 1 |
| Graph - Graph/Chart Analysis | 29 | 1 |
| Malaysians participate in walking or hiking for exercise | 30 | 1 |
| Graph - Frequency of exercise habits % of respondents | 30 | 1 |
| Gen Z use a bicycle as a means of exercise | 31 | 1 |
| Graph - Weekly exercise habits by generation % of respondents | 31 | 1 |
| Malaysians are interested in massages to Rating stress | 32 | 1 |
| Graph - Stress-reduction or mental wellbeing activities in the past six months % of respondents | 32 | 1 |
| Graph - Stress-reduction or mental wellbeing activities in the past six months by generation % of respondents | 32 | 1 |
| Malaysians are interested in massages to Rating stress (CONT) | 33 | 1 |
| Graph - Consumers in Malaysia are worried about climate change | 34 | 1 |
| Consumers actively pursue environmentally-conscious lifestyles | 35 | 1 |
| Graph - Typical behaviours to positively impact the environment or lead a more sustainable life | 35 | 1 |
| Graph - Typical behaviours to positively impact the environment or lead a more sustainable life by generation % of respondents | 35 | 1 |
| Consumers are motivated to use sustainable packaging | 36 | 1 |
| Graph - Green behaviours and activism % of respondents | 36 | 1 |
| Graph - Note: Only showing results from respondents who try to have a Rating impact on the environment | 36 | 1 |
| Baby Boomers are most likely to share their options social and political issues | 37 | 1 |
| Graph - Activism in political and social issues % of respondents | 37 | 1 |
| Graph - Activism in political and social issues by generation % of respondents | 37 | 1 |
| Baby Boomers are most likely to share their options social and political issues (CONT) | 38 | 1 |
| Consumers in Malaysia explore shops even if they have no intension of purchasing anything | 39 | 1 |
| Graph - Attitudes to shopping % of respondents | 39 | 1 |
| Older generations are more likely to purchase with loyalty programmes | 40 | 1 |
| Graph - Attitudes to shopping by generation | 40 | 1 |
| Almost half of consumers in Malaysia attempt to adopt a minimalist way of living | 41 | 1 |
| Graph - Shopping preferences | 41 | 1 |
| Graph - Baby Boomers are most likely to adopt a minimalist way of living | 42 | 1 |
| Malaysians subscribe to streaming platforms on the internet | 43 | 1 |
| Graph - Current use of subscription services | 43 | 1 |
| Current use of subscription services (CONT) | 44 | 1 |
| Consumers set to increase spending on education | 45 | 1 |
| Graph - Spending intentions over the next 12 months % of respondents | 45 | 1 |
| Graph - Younger generations foresee increasing spending on health and wellness the most | 46 | 1 |
| Many Malaysians are concerned about their current financial situation | 47 | 1 |
| Graph - Financial status and concerns % of respondents | 47 | 1 |
| Baby Boomers state that they possess adequate cash readily available to manage an emergency | 48 | 1 |
| Graph - I rely on financial support from friends or family | 48 | 1 |
| Younger consumers plan to save over the next 12 months | 49 | 1 |
| Graph - Spending and saving intentions over the next 12 months % of respondents | 49 | 1 |
| Graph - Intentions to increase spending and savings over the next 12 months by generation % of respondents (increase) | 49 | 1 |
| Younger consumers plan to save over the next 12 months (CONT) | 50 | 1 |
| Consumers actively manage data sharing and privacy settings | 51 | 1 |
| Graph - Attitudes to technology % of respondents (agree or strongly agree) | 51 | 1 |
| Graph - Younger generations say it is crucial to develop a Rating online image | 52 | 1 |
| Consumers in Malaysia utilise platforms for communicating digitally | 53 | 1 |
| Table/Chart: Frequency of online activities % of respondents | 53 | 1 |
| Table/Chart: Tabular Data Analysis | 53 | 1 |
| Graph - Younger generations regularly view video content through a streaming service | 54 | 1 |
| Graph - Younger generations are most likely to buy items or services online | 55 | 1 |
| Consumers in Malaysia follow or like companies' social media feed or posts | 56 | 1 |
| Graph - Interactions with companies online in the previous six months % of respondents | 56 | 1 |
| Younger generations share items they buy on their social media profiles | 57 | 1 |
| Graph - Interactions with companies online in the previous six months by generation % of respondents | 57 | 1 |
| About the authors | 58 | 1 |
| Euromonitor's research spans 210 countries and 99.9% of the world's consumers | 59 | 1 |
| Graph - Analysts in 100 countries | 59 | 1 |
| Tailor these insights to your business | 60 | 1 |
