Malaysia Pavilion Showcases F&B Excellence at ANUGA 2025

Malaysia will highlight its food plus beverage capabilities at ANUGA 2025 in Cologne, Germany, with 26 companies participating under the Malaysia Pavilion from October 4 to 8. The delegation, led by Malaysia External Trade Development Corporation (MATRADE), includes firms from Ministry of Entrepreneur plus Cooperatives Development (KUSKOP) alongside Malaysian Cocoa Board representatives. Products on display range from palm oil derivatives, coffee, tea, cocoa to ready-to-eat meals, snacks, frozen food, functional items, demonstrating Malaysia’s diverse food manufacturing capabilities.

Inaugural Halal Forum Creates Industry Engagement Platform

MATRADE identifies halal-certified products as a key highlight, with the inaugural ANUGA Halal Forum expected to provide Malaysian exporters a platform engaging global industry players. This forum represents strategic opportunity for Malaysian companies to establish connections with European buyers seeking certified halal products. The dedicated halal focus acknowledges growing European consumer interest in halal-certified food options beyond traditional Muslim consumer markets.

Export Performance Demonstrates Strong Growth Trajectory

In 2024, Malaysia’s processed food exports to Europe totalled RM3.48 billion, representing 70% increase from the previous year. Between January through August 2025, exports to the European Union reached RM1.73 billion, with shipments to Germany rising nearly 80% year-on-year. Top exports include cocoa butter, non-dairy creamer, confectionery products, demonstrating Malaysian competitiveness in value-added food manufacturing sectors.

Halal Exports Achieve Record Performance Levels

Halal exports worldwide from Malaysia reached RM61.8 billion in 2024, marking 15% increase compared to 2023 figures. Under the Thirteenth Malaysia Plan, the country targets RM80 billion in halal exports by 2030, representing ambitious growth objectives requiring sustained market expansion efforts. These targets reflect government commitment to positioning Malaysia as a global halal industry leader through strategic market development initiatives.

European Market Presents Substantial Growth Opportunities

MATRADE notes Europe’s halal food sector projects surpassing US$600 billion within the next decade, presenting significant opportunities for Malaysia to expand its market footprint. ANUGA serves as a gateway to both European markets plus emerging markets including Africa, Eastern Europe, Latin America. This multi-market access strategy positions Malaysian exporters to capitalize on diverse regional demands through single trade show participation, maximizing return on exhibition investment while establishing relationships across multiple continents simultaneously.

Original Article:

Shahrizal. (2025, October 5). Malaysian food exporters target Europe’s booming Halal market. Business Today. https://www.businesstoday.com.my/2025/10/03/malaysian-food-exporters-target-europes-booming-halal-market/