Promoting Malaysian Products to The Netherlands and Beyond

MONDAY, 29 MAY 2017, KUALA LUMPUR: Nine Malaysian companies that took part in the World of Private Label International Trade Show (PLMA) 2017 - the world’s largest trade show for private label industry - have successfully secured potential sales of RM96.58 million, an increase of 43% compared to RM67.63 million generated by 10 Malaysian SME last year. Their participation was spearheaded by Malaysia External Trade Development Corporation (MATRADE), the national trade promotion agency.

Held at RAI Exhibition Centre, Amsterdam, Netherlands from 16 – 17 May 2017, Malaysian companies, through MATRADE, have been part of the PLMA Amsterdam organised by the Private Label Manufacturers Association (PLMA) since 2007. The event serves as a platform for Malaysian companies to showcase their products to high profile international buyers attending the show. The show is a highly recognised retail trade fair in Europe where buyers and retailers congregate to source for private label goods for supermarkets and department stores from all over the world.

Housed under the Non-food category, the Malaysian companies at the event promoted their products namely home cleaning & furnishing products, household products, gloves as well as personal care products. Apart from exhibiting their products, the companies have also attended 380 business meetings with potential buyers from Netherlands, Belgium and Turkey, throughout the 2-day event. The business meetings, coordinated by MATRADE, were considered an added value to the companies’ participation.

According to MATRADE’s Lifestyle Unit Director, Mr. Abu Bakar Yusof, the participation in the event was to tap on the growing demand for private label products in the European market. “This effort has enabled the companies to establish direct business contacts with the region’s trade buyers and customers. Plus, the popularity of private label keeps growing across Europe, and Malaysia has a strength in this area given the uniqueness of our local products,” he said.

The data compiled by MATRADE shows that the market share for retailer brands increased in 13 of the 20 countries in Europe. For instance, in Germany, market share for retailer brands stayed above 40% for eighth consecutive years while in Switzerland the share accounts for over 50% for more than a decade. In northern Europe, all four of the Scandinavian countries – Denmark (market share 32%), Finland (30%), Norway (29%) and Sweden (31%) - have also registered increase in market share for retailer brands. The continuing growth of demand for retailer’s brands in Europe signifies the market’s huge potential and offers Malaysian manufacturers an opportunity to tap into the region’s prospects.

Updated by Strategic Communications Unit

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