Malaysia Cost Pressure Pulse (MCPP) wave 1 2026
How Malaysians Are Responding, Adjusting, and Changing Behaviours
Understanding real-time consumer responses is essential in the current economic climate.
Rakuten Insight’s Malaysia Cost Pressure Pulse (MCPP) monitors how Malaysians manage cost-of-living pressures, including changes in spending habits and brand preferences.
Wave 1, conducted from 16 to 18 March 2026 with 1,042 respondents, captured Malaysian sentiment at the peak of the Strait of Hormuz crisis.
Key Insights at a Glance
1. Food, Not Fuel, Drives Anxiety – Food and groceries are the primary concerns (34.4%), significantly surpassing fuel and transport. This difference highlights a gap between media coverage and consumers’ daily experiences.
2. Consumers Fear Waste More Than Price – Shoppers seek certainty and value, prioritizing informed decisions over simply finding the lowest prices.
3. Self-Control Comes Before Despite broad access to financial tools, 89% of consumers adjust their behavior before using credit, with only a small minority relying on BNPL or credit cards.
4. A “Self-Rescue” Mindset Is Emerging – On average, consumers employ 3.3 coping strategies, such as reducing dining out and monitoring expenses.
What This Means for Brands
This is not only a cost-of-living issue; it also reflects an urgent need for control.
Consumers are looking for:
- ■ Clarity (understanding where their money goes)
- ■ Confidence (making the right purchase decision)
- ■ Support (tools that reduce the need for credit)
Across industries, from banking and FMCG to telecommunications and mobility, the opportunity is to help consumers feel in control, not just reduce spending.
What’s Next
This is just the first wave. As economic conditions continue to change, MCPP will track whether these behaviours persist, intensify, or evolve, providing brands with timely, real-time insights on Malaysian consumers.
About the Study
- Sample size: n = 1,042
- Methodology: Online survey via Rakuten Insight’s proprietary panel
- Fieldwork: 16–18 March 2026
- Coverage: Nationally representative across all key demographics
- Survey length: ~5 minutes (22 questions)
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