Retail volume sales of BFY beverages continued to decline in 2018, as the category was negatively impacted by the healthy living trend. The bulk of BFY beverage sales comes from reduced sugar carbonates, with the latter thus driving the overall BFY performance.
Amidst product reformulations orientated towards reduced sugar content, natural sweeteners such as stevia are increasingly used as healthier alternatives to artificial sweeteners. A key aspect of this strategy is to appeal to health-conscious consumers with the relatively healthier natural sweeteners, while also attracting sophisticated consumers willing to experiment with new tastes.
Major companies such as Coca-Cola Singapore, PepsiCo International Pte Ltd and F&N Foods (S) Pte Ltd were extremely active in product reformulation during 2018, as they introduced zero and reduced sugar variants to appeal to health-conscious consumers. For example, Coca-Cola introduced its reduced sugar variant of Coca-Cola Stevia in 2018, while PepsiCo launched Pepsi Black in 2018 as a response to the release of Coca-Cola Zero Sugar in 2017.
Coca-Cola Singapore maintained its position as the clear leader in BFY beverages in 2018, primarily through its Coca-Cola brands. Coca-Cola Singapore’s strategy in 2018 was an increased focus on zero and reduced sugar variants in BFY carbonates, to cater to health-conscious consumers.
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Overview: Discover the latest market trends and uncover sources of future market growth for the Better For You Beverages industry in Singapore with research from Euromonitor's team of in-country analysts.
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