Changing consumer patterns and digital transformation continue to disrupt Malaysia’s consumer industry. In 2024, the industry experienced notable growth, attributed to increased domestic spending and a rising demand for health and wellness products. These trends are expected to continue in 2025.
Gain valuable insights into Malaysia’s dynamic job market directly from our experts, all captured in the 2025 Job Market Outlook and Salary Guide. This digital report offers analysis of labour market trends, hiring patterns and salary benchmarks across key sectors in Malaysia.
talent demands steered by changes in consumer spending
On the retail side, more fashion, food and beverage brands have entered the market, to provide more options and capitalise on changing consumer spending patterns. The presence of international brands in Malaysia has grown, alongside local franchises, with further expansion anticipated in 2025.
In the fast-moving consumer goods (FMCG) sector, companies have launched new products to either expand existing categories or introduce new products that cater to new consumer preferences, like healthier alternatives.
key skills and talent demand for marketing and sales professionals
While retail and FMCG companies prioritise omnichannel strategies, enhancing customer experience is essential for their success. To achieve this, companies are expected to continue opening new stores that offer a holistic shopping experience, hence driving hiring activities for retail staff.
As more consumers shop online, we see a growing demand for office-based sales representatives in areas such as Retail Operation, Merchandising and E-Commerce.
In addition, FMCG companies are actively seeking talent for positions in Business Development, Key Account Management, as well as Brand, Marketing and Digital Management Sales.
We anticipate an increase in analytical roles in 2025, such as sales force effectiveness, consumer insights, new product development and innovation, as companies increasingly rely on data to enhance customer targeting and management strategies.
most valued skill sets in sales and marketing
- Analytical skills using Microsoft Excel and Power BI solutions
- Ability to business partner with other teams, including supply chain, procurement, as well as research & development
- Proactiveness to learn new platforms and processes while on-the-job or through external training
- Effective Communication skills and interpersonal skills to work effectively with stakeholders
more talent open to relocating for job opportunities
A new talent trend that has recently emerged, and is expected to continue into 2025, is the increasing appetite for mobility.
More Malaysians are returning home from cities like Singapore and Hong Kong to seek local work opportunities.
Domestically, many professionals are open to relocating to different states to be closer to their families or to expand their job responsibilities. In response to stiff competition for ideal candidates, companies in regions such as Penang, Johor and Malacca are matching salary and benefits expectations.
Additionally, bolstered by the industry’s growth, more individuals are re-entering the workforce after taking sabbaticals or career breaks.
Despite having a larger talent pool, talent scarcity is likely to persist in 2025 as retail and FMCG companies expand their headcounts to meet evolving consumer demands and drive business growth.
more employers evaluating technical and soft skills during interviews
While the time required to secure talent is generally reasonable — ranging from 6 to 8 weeks — more employers are now requiring candidates to undergo skills assessment tests during the hiring process.
In the FMCG sector, employers often ask candidates to present strategic case studies, while retail positions typically require candidates to analyse specific data sets.
Most job seekers are open to skills assessments; however, they prefer to complete them toward the end of the interview process.
Candidates want to first engage with the hiring manager to understand the job scope and growth potential before investing time in assessments. Conducting assessments before interviews may be less appealing to some candidates who are unsure about the fit between the employer and the position.
In addition to assessments and achievements, employers are increasingly interested in understanding candidates’ personalities and communication styles to assess their compatibility with the company culture and team dynamics.
hiring expectations and salary benchmarks in manufacturing
Another emerging trend is that job seekers are becoming more assertive and vocal about their expectations, particularly regarding their work environment.
Flexible work arrangements, such as flexible hours and hybrid work arrangements, remain important for office-based roles. Many candidates are also willing to negotiate trade-offs if work-life balance is important to them.
When switching employers, most candidates receive salary increases of 15% to 20%. However, those willing to take on additional responsibilities — such as managing a team or expanding their job scope — can often negotiate increases of over 20%.
download randstad malaysia’s 2025 job market and salary trends report
Discover the latest talent insights and salary benchmarks for manufacturing jobs, ranging from digital marketing to business development; brand to public relations and more, from our 2025 Job Market Outlook and Salary guide.
The report examines key talent expectations as well as key sector trends and salary benchmarks in the following industries:
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