Executive Summary

Sep 2019
PROSPECTS
Low birth rates and ongoing promotion of breastfeeding restrict growth of baby food

Demand for baby food in Singapore, with sales dominated by milk formula, continued to experience a slow decline in 2019. A number of factors are negatively impacting this declining demand.

High cost of living influences Singaporeans’ decisions to start a family

With the increasing cost of living and related stress of busy lifestyles in Singapore, despite the rise in dual-income families, consumers are predicted to move towards more economical solutions. For those couples who do want to settle down and get married, the high cost of living and starting and supporting a family is high, leading to further delays in having children, with Singaporeans forced to analyse where best to spend their money regarding housing, necessities and education, with the latter an area that they are not prepared to economise on.

Internet retailing gain grounds by offering convenience

Despite a ban on online sales of milk formula targeting babies under six months of age, internet retailing continued to gain strong share 2019 from popular distribution channels such as hypermarkets and supermarkets in 2019, in addition to recording another year of impressive current value growth. Internet retailers such as Lazada and FairPrice are expanding their sites to include a wide range of baby food products, with bulkier items particularly popular with young parents as they can be delivered to their homes removing the inconvenience of having to shop for large products in store-based retailers with a baby, in addition to offering the chance to order repeat purchases.

COMPETITIVE LANDSCAPE
Multinationals dominate but local brands may benefit from offering economical solutions

Multinationals continued to dominate baby food in Singapore in 2019, led by Abbott Laboratories (S) Pte Ltd with its milk formula brands Gain, PediaSure and Similac. These products tend to target more affluent consumers through their premium quality ingredients and trusted product origins.

Niche of organic baby food presents potential for brands to expand

More affluent Singaporeans are becoming increasingly interested in purchasing organic baby food including milk formula. Although organic remains a niche in the country, the growing interest is linked to increasing concerns over food safety.

January 2020 marks start of severe restrictions on advertising and promotion

Players are somewhat restricted by regulations in how much they can advertise their brands. With the Code of Ethics set up by SIFECS, the promotion and advertising of products targeting children is restricted to a certain degree.

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Baby Food in Singapore

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Overview

Discover the latest market trends and uncover sources of future market growth for the Baby food industry in Singapore with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Baby food industry in Singapore, our research will save you time and money while empowering you to make informed, profitable decisions.

The Baby food in Singapore market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Baby food in Singapore?
  • What are the major brands in Singapore?
  • How are latest breastfeeding rates impacting retail performance?
  • Are government initiatives to promote breastfeeding constraining market performance?
  • What are market opportunities for higher priced functional, organic and ethically sourced baby food?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

Baby Food in Singapore - Category analysis

HEADLINES

PROSPECTS

Low birth rates and ongoing promotion of breastfeeding restrict growth of baby food
High cost of living influences Singaporeans’ decisions to start a family
Internet retailing gain grounds by offering convenience

COMPETITIVE LANDSCAPE

Multinationals dominate but local brands may benefit from offering economical solutions
Niche of organic baby food presents potential for brands to expand
January 2020 marks start of severe restrictions on advertising and promotion

CATEGORY DATA

Table 1 Sales of Baby Food by Category: Volume 2014-2019
Table 2 Sales of Baby Food by Category: Value 2014-2019
Table 3 Sales of Baby Food by Category: % Volume Growth 2014-2019
Table 4 Sales of Baby Food by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Baby Food: % Value 2015-2019
Table 6 LBN Brand Shares of Baby Food: % Value 2016-2019
Table 7 Distribution of Baby Food by Format: % Value 2014-2019
Table 8 Forecast Sales of Baby Food by Category: Volume 2019-2024
Table 9 Forecast Sales of Baby Food by Category: Value 2019-2024
Table 10 Forecast Sales of Baby Food by Category: % Volume Growth 2019-2024
Table 11 Forecast Sales of Baby Food by Category: % Value Growth 2019-2024

Packaged Food in Singapore - Industry Overview

EXECUTIVE SUMMARY

Consumer inquisitiveness will drive market growth
Packaged food growth slows amid recession fears
Manufacturers adopt cautious approach as government rhetoric increasingly focuses on healthy living
Packaged food distribution likely to remain stable with little disruption
Premiumisation and health-focused products will remain as key strategies to derive growth in an era of stable consumption

FOODSERVICE

Sales to foodservice
Bubble tea resurges in popularity as market froths with activity
Are meat substitutes the real deal as a source of protein?
Rising poultry sales seen as demand for Korean cuisine continues to grow in 2019
Consumer foodservice
Third party food apps continue to deliver in terms of growth
Interest in hotpot reaches boiling point with consumers demanding new dining experiences
Diversification is gaining prominence as a strategy by foodservice outlets to gain share of throat and brand loyalty

CATEGORY DATA

Table 12 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 13 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 14 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 15 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 16 Sales of Packaged Food by Category: Volume 2014-2019
Table 17 Sales of Packaged Food by Category: Value 2014-2019
Table 18 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 19 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 20 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 21 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 22 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 23 Penetration of Private Label by Category: % Value 2014-2019
Table 24 Distribution of Packaged Food by Format: % Value 2014-2019
Table 25 Distribution of Packaged Food by Format and Category: % Value 2019
Table 26 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 27 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 28 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 29 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources