Hot Drinks in Singapore
Euromonitor International's Hot Drinks in Singapore market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 71 | Publication date: May 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Coffee; Other hot drinks; Tea
Executive summary
Retail value performance slows down slightly but remains strong
The retail value performance of hot drinks in Singapore slowed down slightly in 2008, largely due to the maturity of products such as black tea. However, strong demand for coffee and malt-based hot drinks sustained the overall performance, based on consumers’ familiarity and reliance on these two product types. Limited product innovations among manufacturers, particularly for tea and other hot drinks, were also key factors in the weaker performance.
Consumers demand products with health benefits, but at lower costs
Singaporean consumers are becoming more health conscious and demanding products with health benefits. However, in light of the global economic crisis, they are also looking to save money. In coffee, a growing number of consumers caught up in the coffee-drinking culture have started trading-up to fresh ground coffee and buying coffee machines to brew coffee at home. However, following the plunging economy during the third quarter of 2008, consumers are being driven to purchase cheaper alternatives. Similarly for tea, despite the trend towards drinking gourmet tea such as fruit/herbal tea, consumers are shifting towards cheaper brands that offer similar flavours and functions. Meanwhile, in other hot drinks, consumers are tending to purchase products that are featured in promotions.
Nestlé Singapore Pte Ltd maintains its lead with new product developments
Nestlé Singapore Pte Ltd maintained its strong lead of hot drinks in Singapore in 2008. This is due to its significant presence in instant coffee and other hot drinks, which are led by Nescafé and Milo, respectively. The wide range of coffee products offered (including Nescafé Classic, Nescafé Gold and Nescafé Gold 3-in-1), as well as fortified malt-based hot drinks such as the Milo Fuze range, also helped the company to maintain its overall lead of value sales. Key new product launches during the review period included Nescafé Gold with antioxidants and Nescafé Gold 3-in-1 in instant coffee.
Supermarkets/hypermarkets remains the dominant distribution channel
Singaporean consumers preferred to purchase hot drinks from supermarkets/hypermarkets during the review period. This can be attributed to the offer of promotions on a regular basis, as well as the availability of the latest products. Vending of hot drinks in Singapore remains small, due to the limited number of vending machines. Sophisticated consumers prefer to buy their coffee at chained specialist coffee shops.
Consumers will continue to seek convenience and health benefits during the forecast period
Volume growth of hot drinks is expected to slow down during the forecast period. In the light of the global economic crisis, fewer consumers will be trading-up to premium brands. Nevertheless, 3-in-1 mixes in instant coffee, tea and other hot drinks are expected to remain popular due to their convenience. Manufacturers of such products are expected to incorporate health benefits, to fulfil the health concerns of Singaporean consumers.
Table of contents
HOT DRINKS IN SINGAPORE : MARKET INSIGHT
EXECUTIVE SUMMARY
Retail value performance slows down slightly but remains strong
Consumers demand products with health benefits, but at lower costs
Nestlé Singapore Pte Ltd maintains its lead with new product developments
Supermarkets/hypermarkets remains the dominant distribution channel
Consumers will continue to seek convenience and health benefits during the forecast period
KEY TRENDS AND DEVELOPMENTS
Consumers seek hot drinks with quality and convenience
Consumers demand hot drinks with nutritional benefits
Consumers become more concerned about nutritional content and product origin
Packaging of private label products affects consumer perception
Chained on-trade coffee shops remain dominant, with consumers demanding gourmet tea
MARKET DATA
Table 1 Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2003-2008
Table 2 Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2003-2008
Table 3 Retail Sales of Hot Drinks by Sector: Volume 2003-2008
Table 4 Retail Sales of Hot Drinks by Sector: Value 2003-2008
Table 5 Retail Sales of Hot Drinks by Sector: % Volume Growth 2003-2008
Table 6 Retail Sales of Hot Drinks by Sector: % Value Growth 2003-2008
Table 7 Foodservice Sales of Hot Drinks by Sector: Volume 2003-2008
Table 8 Foodservice Sales of Hot Drinks by Sector: % Volume Growth 2003-2008
Table 9 Total Sales of Hot Drinks by Sector: Total Volume 2003-2008
Table 10 Total Sales of Hot Drinks by Sector: % Total Volume Growth 2003-2008
Table 11 Hot Drinks Company Shares by Value 2004-2008
Table 12 Hot Drinks Brand Shares by Value 2005-2008
Table 13 Penetration of Private Label by Sector 2004-2008
Table 14 Sales of Hot Drinks by Distribution Format: % Analysis 2003-2008
Table 15 Sales of Hot Drinks by Sector and Distribution Format: % Analysis 2008
Table 16 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2008-2013
Table 17 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2008-2013
Table 18 Forecast Retail Sales of Hot Drinks by Sector: Volume 2008-2013
Table 19 Forecast Retail Sales of Hot Drinks by Sector: Value 2008-2013
Table 20 Forecast Retail Sales of Hot Drinks by Sector: % Volume Growth 2008-2013
Table 21 Forecast Retail Sales of Hot Drinks by Sector: % Value Growth 2008-2013
Table 22 Forecast Foodservice Sales of Hot Drinks by Sector: Volume 2008-2013
Table 23 Forecast Foodservice Sales of Hot Drinks by Sector: % Volume Growth 2008-2013
Table 24 Forecast Total Sales of Hot Drinks by Sector: Total Volume 2008-2013
Table 25 Forecast Total Sales of Hot Drinks by Sector: % Total Volume Growth 2008-2013
APPENDIX
Published Data Comparisons
Production/Import/Export Data
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - SINGAPORE
BONCAFé INTERNATIONAL PTE LTD - HOT DRINKS - SINGAPORE
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Boncafé International Pte Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Boncafé International Pte Ltd: Competitive Position 2008
GOLD KILI TRADING ENTERPRISE SINGAPORE PTE LTD - HOT DRINKS - SINGAPORE
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Gold Kili Trading Enterprise Singapore Pte Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 Gold Kili Trading Enterprise Singapore Pte Ltd: Competitive Position 2008
GOLD ROAST FOOD INDUSTRY PTE LTD - HOT DRINKS - SINGAPORE
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Gold Roast Food Industry Pte Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Gold Roast Food Industry Pte Ltd: Competitive Position 2008
OWL INTERNATIONAL PTE LTD - HOT DRINKS - SINGAPORE
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Owl International Pte Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Owl International Pte Ltd: Competitive Position 2008
SUPER COFFEEMIX MFG PTE LTD - HOT DRINKS - SINGAPORE
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Super Coffeemix Mfg Pte Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 Super Coffeemix Mfg Pte Ltd: Competitive Position 2008
COFFEE IN SINGAPORE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 26 Coffee Machine Sales: 2002-2007
Table 27 Instant Coffee by Speciality Type 2004-2008
Table 28 Retail Sales of Coffee by Type: Volume 2003-2008
Table 29 Retail Sales of Coffee by Type: Value 2003-2008
Table 30 Retail Sales of Coffee by Type: % Volume Growth 2003-2008
Table 31 Retail Sales of Coffee by Type: % Value Growth 2003-2008
Table 32 Standard Vs Coffee Pods 2004-2008
Table 33 Coffee Company Shares 2004-2008
Table 34 Coffee Brand Shares 2005-2008
Table 35 Forecast Retail Sales of Coffee by Type: Volume 2008-2013
Table 36 Forecast Retail Sales of Coffee by Type: Value 2008-2013
Table 37 Forecast Retail Sales of Coffee by Type: % Volume Growth 2008-2013
Table 38 Forecast Retail Sales of Coffee by Type: % Value Growth 2008-2013
TEA IN SINGAPORE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 39 Fruit/Herbal Tea by Type: % Off-trade Volume 2005-2008
Table 40 Other Tea by Type: % Off-trade Volume 2005-2008
Table 41 Retail Sales of Tea by Subsector: Volume 2003-2008
Table 42 Retail Sales of Tea by Subsector: Value 2003-2008
Table 43 Retail Sales of Tea by Subsector: % Volume Growth 2003-2008
Table 44 Retail Sales of Tea by Subsector: % Value Growth 2003-2008
Table 45 Tea Company Shares 2004-2008
Table 46 Tea Brand Shares 2005-2008
Table 47 Forecast Retail Sales of Tea by Subsector: Volume 2008-2013
Table 48 Forecast Retail Sales of Tea by Subsector: Value 2008-2013
Table 49 Forecast Retail Sales of Tea by Subsector: % Volume Growth 2008-2013
Table 50 Forecast Retail Sales of Tea by Subsector: % Value Growth 2008-2013
OTHER HOT DRINKS IN SINGAPORE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 51 Retail Sales of Other Hot Drinks by Subsector: Volume 2003-2008
Table 52 Retail Sales of Other Hot Drinks by Subsector: Value 2003-2008
Table 53 Retail Sales of Other Hot Drinks by Subsector: % Volume Growth 2003-2008
Table 54 Retail Sales of Other Hot Drinks by Subsector: % Value Growth 2003-2008
Table 55 Other Hot Drinks Company Shares 2004-2008
Table 56 Other Hot Drinks Brand Shares 2005-2008
Table 57 Forecast Retail Sales of Other Hot Drinks by Subsector: Volume 2008-2013
Table 58 Forecast Retail Sales of Other Hot Drinks by Subsector: Value 2008-2013
Table 59 Forecast Retail Sales of Other Hot Drinks by Subsector: % Volume Growth 2008-2013
Table 60 Forecast Retail Sales of Other Hot Drinks by Subsector: % Value Growth 2008-2013