Sabah’s grocery retail sector is becoming increasingly competitive as both local and national chains expand their presence across the state. Among the most prominent players shaping the landscape are CKS Group, Servay through its Servay Express outlets, and the nationwide mini-market giant 99 Speedmart.
Each of these brands is competing for the same everyday shopper, but with different retail strategies — creating what many observers describe as a growing “grocery war” across Sabah.
Local Roots vs National Expansion
For decades, Sabah’s grocery scene has been dominated by homegrown brands. One of the most recognisable is CKS Group, which began as a small green grocer in a wet market in the 1950s before evolving into a supermarket chain with outlets throughout the state.
Today, CKS stores are a familiar sight in many Sabah towns. The brand has built a reputation around neighbourhood accessibility, fresh produce and full-service supermarket shopping. Many of its outlets provide a wide range of groceries, fresh vegetables, meat, seafood and household items, making them a one-stop destination for many families.
Another long-standing retail player is Servay, which operates both larger hypermarkets and smaller neighbourhood stores known as Servay Express. While the hypermarkets cater to large weekly grocery trips, Servay Express outlets focus on convenience and quick daily shopping within residential areas.
The Rise of the Mini-Market Model
While local brands have long been dominant, the expansion of 99 Speedmart into Sabah has introduced a new layer of competition.
Originally founded in Peninsular Malaysia, 99 Speedmart has grown into one of the country’s largest convenience store chains with thousands of outlets nationwide. Over the past decade, the company has expanded steadily into East Malaysia, opening stores across major Sabah towns.
Unlike traditional supermarkets, 99 Speedmart operates smaller stores that focus on fast-moving consumer goods such as snacks, drinks, canned food and essential household items. The company emphasises affordability and efficiency, often locating outlets within residential neighbourhoods to provide quick access for daily purchases.
Different Strategies, Same Customer
Although all three brands operate in the grocery sector, they cater to slightly different shopping habits.
CKS supermarkets attract customers looking for a wider selection of fresh produce and groceries, making them popular for larger household shopping trips. Servay Express outlets offer a balance between variety and convenience, serving neighbourhood shoppers who want essential items without visiting larger hypermarkets.
Meanwhile, 99 Speedmart targets quick purchases and competitive pricing on packaged goods. Many customers stop by for snacks, drinks or basic necessities rather than a full grocery run.
As a result, many Sabahans find themselves shopping across multiple stores depending on what they need at the time.
Impact on Sabah Consumers
For shoppers, the increasing competition among grocery chains is largely positive. More outlets across urban areas mean easier access to groceries and daily necessities.
Cities such as Kota Kinabalu, Sandakan and Tawau have seen a noticeable increase in neighbourhood grocery outlets in recent years, giving residents more options close to home.
Greater competition also tends to drive better pricing, promotional offers and improved customer service as retailers work harder to attract loyal shoppers.
At the same time, the expansion of large grocery chains creates employment opportunities in retail, logistics and distribution for local residents.
However, the growth of modern mini-markets and supermarkets can also place pressure on smaller traditional sundry shops, many of which now compete directly with larger chains offering wider selections and lower prices.
A Market Still Growing
Sabah’s grocery retail landscape continues to evolve as population growth and urban development increase demand for convenient shopping options.
Whether through the local legacy of CKS Group, the neighbourhood convenience of Servay outlets, or the aggressive expansion of 99 Speedmart, grocery retailers are racing to secure their place in Sabah’s fast-changing consumer market.
For Sabahans, the ongoing competition means one thing: more choice, better accessibility and a rapidly transforming retail experience.
by Albert Lee