There was an increase in beer consumption in 2021 when Singapore was hit hard by a wave of virus cases. One of the reasons behind this development was the pandemic’s impact on drinking habits, with consumers drinking alcohol to cope with the tedium and stress during an unstable period.
While demand for beer through on-trade channels improved over 2021 when restrictions relaxed, home consumption remained a relevant trend, supporting further off-trade volume growth. Despite the dominance of modern grocery retailers in the distribution of beer, off-trade sales continued to shift online.
Beer continued to be a fairly consolidated competitive landscape in 2021, convincingly led by Asia Pacific Breweries Ltd. The player offers a wide product portfolio including leading brand Tiger, Heineken, Anchor, and Guinness.
Since the emergence of the pandemic in Singapore, consumers have become increasingly health conscious. Hence, there has been a gradual shift in consumer preferences towards non-alcoholic beer which only emerged in the country in 2019, as well as craft beer.
With the opportunity for premiumisation, craft and artisanal alcoholic drinks experienced rising interest from younger generations towards the end of the review period with potential to further expand moving forward due to the increasing offer of local or unique flavoured craft beer. Younger consumers are enthusiastic about exploring new trends and flavours, and with limited travel opportunities during the pandemic, they were attracted to novel and innovative options.
Pandemic-related restrictions were relaxed by the local government from Q4 2021, including the Vaccinated Travel Lane (VTL), which was originally introduced to allow tourists from certain countries to enter Singapore without quarantine. As of the beginning of 2022, the ban on gatherings of more than 10 people was lifted, and mandatory mask wearing is also no longer required.
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An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.See All of Our Definitions
This report originates from Passport, our Beer research and analysis database.
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