The Malaysian fruit and vegetable market, according to ICEX, presents opportunities given the high dependence on imports for some products, especially non-tropical fruits, and the good growth prospects. Between fruits and vegetables 2,9 million are imported tons per year. At the same time, it is a highly competitive market, with China as the main source, which has been gaining market share over the past few years.

The fruit subsector is the one with the most options, according to ICEX. In 2024, Malaysian fruit imports amounted to 962 million euros. Annual growth since 2020 has been 8,1%. This trend is expected to continue in the coming years thanks to increased demand from the population. In more detail, the most imported products are Citrus fruits (22,4%), apples (15,8%) and, in third place, grapes (12,5%)Imports of these products grew by 20%, -1%, and 8%, respectively, in 2024.

The vegetable subsector, although larger in terms of imports, presents more challenges for Spanish companies. €1.200 billion worth of vegetables were imported in 2024. The share of Spanish companies is lower than that of fruit, with truffles and mushrooms accounting for 25% of our exports to Malaysia. Of the former, Spain is Malaysia's second-largest trading partner behind Italy.

The World Fresh Forum is webinars organized by ICEX Spain Export and Investment, Ifema Madrid and Fepex, which are held within the framework of Fruit Attraction, for several editions, in which the opportunities of the fruit and vegetable markets of the importing countries invited to each edition are analyzed. This year they are Mexico and Malaysia, although a third has been added. webinar dedicated to China.