Confectionery in Singapore

Prospects

Chocolate confectionery benefits from indulgence and local gifting culture

Chocolate confectionery makes a great option as an indulgence and as a gift option among Singaporeans. Countlines and boxed assortments were the most dynamic chocolate confectionery categories in value terms in 2019.

Premiumisation trend through flavours and ingredients

Premiumisation is expected to continue having an effect on chocolate confectionery, with consumers starting to look for premium flavours and ingredients or super-premium chocolate confectionery products through artisanal chocolate makers. Over the review period, more artisanal chocolate makers set up operations in Singapore.

Competitive Landscape

International players continue to lead chocolate confectionery in Singapore

International players remained the leading players in chocolate confectionery in Singapore in value terms in 2019. Among the international companies, Ferrero SpA ranked as the solid number one.

Number two brand Kit Kat records strong growth

Kit Kat continued to maintain its position as the number two brand in chocolate confectionery through its strong performance in countlines. Apart from its long brand history in Singapore, constant product flavour innovation helps to drive its sales.

Prospects

Legislation ban in Singapore limits sales of gum in the country

With the legislation that limits the sales of chewing gum having been in place since 1992, sales of gum in Singapore have been continuously limited, as set out in the Regulation of Imports and Exports Act. With the signing of a Free Trade Agreement between the US and Singapore in 2004, the regulation was relaxed to allow sales of therapeutic, dental or nicotine chewing gums.

Competitive Landscape

Orbit remains the leader, but with declining sales

Orbit has continuously held the leading position for chewing gum in Singapore with its long-standing brand history in Singapore. The competitive landscape is not expected to change over the forecast period due to the lack of market depth and opportunities in Singapore.

Prospects

Pastilles, gums, jellies and chews grows thanks to frequent flavour updates

Pastilles, gums, jellies and chews recorded the second highest retail value sales growth rate in sugar confectionery in Singapore in 2019. This category has conventionally been considered as a children’s snack.

Singaporean lifestyle helps to maintain growth of medicated confectionery

Medicated confectionery continues to be the largest product area in sugar confectionery and is expected to continue to see positive growth over the forecast period. Brands like Ricola and Fisherman’s Friend are present in most distribution channels and come in a wide array of flavours.

Competitive Landscape

International players lead sugar confectionery with extensive availability

Mars Foods Inc, Ricola Asia Pacific Pte Ltd and Lofthouse of Fleetwood Ltd lead sugar confectionery through their long-standing brands Eclipse, Ricola and Fisherman’s Friend, respectively. These products are widely available across a variety of distribution channels, from convenience stores and forecourt retailers to drugstores, allowing impulse purchases of these products.

Japanese and Korean sugar confectionery gaining popularity through unique product flavours

With the growing interest in global snacks, including Japanese and Korean snacks, retailers are making these products more widely available in the marketplace. Japanese and Korean brands like UHA, Meiji and Lotte are starting to become more widely available in Singapore, alongside Morinaga & Co Ltd, which has a strong position in pastilles, gums, jellies and chews with its Hi-Chew brand.

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