The “War on Sugar” has accelerated in Singapore over the review period, with further government efforts to advocate against excessive sugar intake, whether natural or added sugar. This has increased consumer awareness of the health risks associated with excessive sugar intake, not least diabetes and heart diseases.
Prior to the circuit breaker following the outbreak of COVID-19, BFY soft drinks in single-serve pack sizes were readily available in convenience stores and forecourt retailers. Consumers appreciated the opportunities to buy convenient, cooling on-the-go drinks in this way.
The COVID-19 circuit breaker saw consumers in Singapore spend longer hours in the home for a prolonged period of around two months. Rather than simply change their beverage preferences, many consumers transferred their consumption from work or foodservice to the home.
Alongside the robust anti-sugar wave in Singapore, the outbreak of COVID-19 has manifested many health concerns and raised awareness of the health implications of food and drink choices. Thus, soft drinks is expected to remain under constant scrutiny from the government and public over the forecast period.
In the wake of COVID-19, more consumers are expected to look for products that are healthier for humans and the environment. These consumers are increasingly looking to manufacturers to offer products that help them to make an environmental difference.
Coca-Cola Singapore Beverages continued to dominate BFY beverages through its soft drinks range in 2020. The manufacturer benefited as many consumers returned to larger brands, which are associated with price stability and product availability, during COVID-19.
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