Executive Summary

Apr 2019
PROSPECTS
Healthy living trend contributes to continued decline

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.

Natural sweeteners see greater use in product reformulations

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.

COMPETITIVE LANDSCAPE
Reduced sugar carbonates proliferate

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 leads in BFY beverages

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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Better For You Beverages in Singapore

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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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The Better For You Beverages 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
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

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  • 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 Passport market research database.

Better For You Beverages in Singapore - Category analysis

HEADLINES

PROSPECTS

Healthy living trend contributes to continued decline
Natural sweeteners see greater use in product reformulations

COMPETITIVE LANDSCAPE

Reduced sugar carbonates proliferate
Coca-Cola Singapore leads in BFY beverages

CATEGORY DATA

Table 1 Sales of BFY Beverages by Category: Value 2013-2018
Table 2 Sales of BFY Beverages by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of BFY Beverages: % Value 2014-2018
Table 4 LBN Brand Shares of BFY Beverages: % Value 2015-2018
Table 5 Distribution of BFY Beverages by Format: % Value 2013-2018
Table 6 Forecast Sales of BFY Beverages by Category: Value 2018-2023
Table 7 Forecast Sales of BFY Beverages by Category: % Value Growth 2018-2023

Health and Wellness in Singapore - Industry Overview

EXECUTIVE SUMMARY

Healthy living trend contributes to mixed performance
Product reformulation orientated towards reduced sugar variants becomes the norm
Nestlé Singapore Pte Ltd remains ahead through strong branding and localisation
Internet retailing grows through convenience proposition
Honey and reduced sugar variants are predicted to be the consumer sweet spots

MARKET DATA

Table 8 Sales of Health and Wellness by Type: Value 2013-2018
Table 9 Sales of Health and Wellness by Type: % Value Growth 2013-2018
Table 10 Sales of Health and Wellness by Category: Value 2013-2018
Table 11 Sales of Health and Wellness by Category: % Value Growth 2013-2018
Table 12 Sales of Health and Wellness by Prime Positioning: Value 2013-2018
Table 13 Sales of Health and Wellness by Prime Positioning: % Value Growth 2013-2018
Table 14 NBO Company Shares of Health and Wellness: % Value 2014-2018
Table 15 LBN Brand Shares of Health and Wellness: % Value 2015-2018
Table 16 Distribution of Health and Wellness by Format: % Value 2013-2018
Table 17 Distribution of Health and Wellness by Format and Category: % Value 2018
Table 18 Forecast Sales of Health and Wellness by Type: Value 2018-2023
Table 19 Forecast Sales of Health and Wellness by Type: % Value Growth 2018-2023
Table 20 Forecast Sales of Health and Wellness by Category: Value 2018-2023
Table 21 Forecast Sales of Health and Wellness by Category: % Value Growth 2018-2023
Table 22 Forecast Sales of Health and Wellness by Prime Positioning: Value 2018-2023
Table 23 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources