A survey of 1,000 Malaysians has found that 59% of SARA users could not use their Sumbangan Asas Rahmah (SARA) assistance at their preferred retail channel over the past year, highlighting gaps in access to eligible retailers and essential products.
The Survey of the SARA Effect on Purchasing Behaviour, conducted one year after SARA for All was rolled out in August 2025, found that the government aid initiative has influenced how and where Malaysians shop for everyday essentials.
According to the survey, 72% of respondents changed their usual shopping store because SARA was not accepted at their preferred outlet, while 44% said they had travelled further to access a retailer where SARA could be used.
The findings have prompted the Malaysia Retail Chain Association (MRCA) to call for convenience stores and pharmacies to be included in the SARA retail network to provide recipients with greater choice and more equitable access to their benefits.
SARA Acceptance Influences Where Malaysians Shop
Neighbourhood proximity remains a key consideration for Malaysians when purchasing everyday essentials.
The survey found that visiting a store near home was cited by:
- 77% of sundry shop patrons;
- 74% of minimart patrons;
- 66% of convenience store patrons; and
- 51% of supermarket patrons.
However, access to SARA-eligible retailers has affected these usual shopping patterns.
Among respondents who could not use SARA at their preferred outlet, the most commonly cited reason was that the outlet did not accept SARA (35%), followed by the item they wanted to purchase being ineligible under the programme (29%).
The findings suggest a gap between where Malaysians typically purchase essential goods and the retail outlets currently qualified to accept SARA.
Fresh Food Remains a Major Gap
The survey also highlighted gaps in the types of products that can be purchased using SARA assistance.
Some of the most commonly purchased fresh food items included fresh vegetables and fruit (69%), as well as fresh meat, poultry, seafood and eggs (68%).
With the exception of eggs, fresh vegetables, fruits and meat are currently not covered by SARA, despite being among the items respondents most wanted to see included in the programme.
The survey also found that Malaysian households rely on a range of retail formats for their daily essentials, including:
- 56% from convenience stores;
- 55% from minimarts;
- 46% from pharmacies; and
- 45% from wet markets.
Convenience stores, pharmacies and wet markets are currently not included as eligible SARA merchant channels.
Strong Support for Convenience Stores and Pharmacies
The survey found particularly strong support for expanding the SARA retail network.
Among respondents:
- 97% supported the inclusion of convenience stores as SARA outlets.
- 92% supported the inclusion of pharmacies.
The support comes alongside significant usage of these retail channels and evidence that SARA acceptance can influence consumers’ usual shopping behaviour.
The MRCA said the findings indicate strong demand for greater choice in where eligible Malaysians can use their SARA benefits.
“The high level of rakyat support, together with the significant usage of these channels and the impact of SARA acceptance on consumers’ usual shopping behaviour, indicates strong demand for greater choice in where eligible Malaysians can utilise their SARA benefits,” the association said.
Expanding the SARA Merchant Network
The findings come as Malaysia continues to expand the SARA merchant network.
The Ministry of Finance announced in February 2026 that it was targeting 10,000 small grocery shops as SARA merchant partners by the end of 2026, while in June it reported that more than 13,500 shops nationwide were already registered.
The MRCA said the merchant network remains critical to ensuring accessibility and convenience for SARA recipients, and called for a level playing field that would allow convenience store chains and pharmacies to participate in the programme.
“The rakyat should be able to utilise their SARA benefit at any place at their convenience – be it convenience stores, pharmacies, mini markets or supermarkets etc.,” said Dato’ Liew Bin, President of MRCA.
Recommendations for the Next Phase of SARA
The independent survey was conducted by Ipsos in Peninsular Malaysia and commissioned by MRCA to examine how SARA has affected purchasing behaviour.
The Social & Economic Research Initiative (SERI) subsequently analysed the independent survey findings and produced policy briefs aimed at identifying ways to strengthen the initiative, which benefits 22 million Malaysians and supports the local economy through its multiplier effect.
The findings provide an evidence base for consideration in the next stage of SARA’s development, with the survey showing that the initiative has a tangible influence on where recipients shop.
Two key recommendations have been put forward.
1. Expand SARA Eligibility to More Fresh Food
The first recommendation is to broaden SARA eligibility to include selected fresh foods, including fresh vegetables and fruit, as well as fresh meat, poultry and seafood.
According to the findings, expanding coverage to these food categories could help Malaysians access more nutritious food as part of a balanced diet.
2. Expand the Network of SARA Outlets
The second recommendation is to qualify convenience stores, pharmacies and wet markets as additional SARA outlets, given their role as important retail touchpoints for recipients.
The current retail framework creates an uneven environment between retailers that accept SARA and those that do not.
Expanding both the range of eligible products and the network of participating retailers could make it easier for recipients to use their assistance at the outlets where they already shop for household essentials.
Improving Access to SARA Benefits
The survey findings point to the importance of convenience, proximity and product relevance in determining how effectively recipients can use their SARA benefits.
For the MRCA, addressing these access and eligibility gaps would allow SARA to better reflect the everyday shopping habits of Malaysians while giving recipients greater flexibility in choosing where to purchase essential goods.
As the SARA merchant network continues to expand, the association said these considerations should remain central to the programme’s next phase.
