Consumer Perceptions of Ready-To-Eat Foods as a Threat to Authenticity or a Means of Preserving Malaysian Local Cuisine

The rising demand for convenience in modern lifestyles has rapidly expanded Ready-to-Eat (RTE) foods in Malaysia. While these products offer practical solutions for busy consumers, their growing prevalence raises concerns about traditional culinary heritage's survival, preservation, and sustainability. This study examines whether RTE foods act as a means of preserving Malaysian local cuisine or contribute to its dilution, focusing on consumer perceptions, culinary authenticity, and the evolving role of convenience foods. Using a mixed-method approach, the research incorporates quantitative surveys and qualitative interviews with Malaysian consumers. Findings indicate that while RTE foods provide accessibility and time-saving benefits, they also contribute to the erosion of traditional cooking practices and the homogenization of flavors, raising concerns about the loss of authentic preparation methods. Despite this, some consumers appreciate RTE foods as a modern adaptation of local cuisine, highlighting their role in maintaining accessibility amid fast-paced lifestyles. The study underscores the tension between globalization and cultural preservation, calling for a sustainable approach that safeguards culinary identity while accommodating evolving consumer needs. These insights offer valuable implications for policymakers, food producers, and cultural advocates, emphasizing the importance of ensuring the long-term sustainability of Malaysian local cuisine in an era dominated by convenience-driven food consumption.