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Consumer Health in
Singapore

Country Report

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Executive Summary

Oct 2019
Changing demographics and unhealthy lifestyles support demand for consumer health

Consumer health in Singapore continued to record a positive performance in 2019, supported by a number of factors that can be applied to various generations. An ageing population is driving demand for a range of vitamins and dietary supplements that support eye and bone health, along with complications that can arise from sedentary lifestyles and poor eating habits leading to demand for digestive remedies.

Preventative approach supports demand for vitamins and dietary supplements for both adults and children

In line with growing health and wellness trend in Singapore, a preventative approach is being increasingly adopted by consumers, reflecting ongoing demand for vitamins and dietary supplements, which is evident in both adult and paediatric segments. By taking certain vitamins and dietary supplements, consumers hope to boost their immune systems and avoid certain illnesses rather than having to cure them.

Multinational players lead increasingly fragmented competitive landscape

Consumer health in Singapore remained a highly fragmented competitive landscape due to the diverse offer of products, and the increasing number of smaller players entering the market. This meant that none of the leading players held double-digit value share in 2019, with General Nutrition Centers Inc, GSK Consumer Healthcare, Nu Skin Enterprises Singapore Pte Ltd and Cerebos Pacific Ltd all competing closely.

Domination of health and beauty specialist retailers but smaller channels offer consumers convenience and competitive prices

Health and beauty specialist retailers continued to dominate the distribution of OTC consumer health products in Singapore in 2019, led by drugstore/pharmacies. These outlets offer a wide range of well-known trusted brands, which is particularly important for consumers of analgesics and cough, cold, allergy (hay fever) remedies as they are concerned about safety issues and product efficacy.

Further growth for consumer health supported by health and wellness trend and preventive approach to wellbeing

Consumer health in Singapore is predicted to record a positive performance over the forecast period, as the health and wellness trend continues to grow in the country, influencing consumers’ decisions to take preventative measures to support their wellbeing. This will continue to drive demand for vitamins and dietary supplements (including the paediatric segment), as consumers look to support any nutritional gaps on their diets, with producers looking to attract various ages, genders and functions through greater segmentation.

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Consumer Health in Singapore

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Overview

Discover the latest market trends and uncover sources of future market growth for the Consumer Health industry in Singapore with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Consumer Health industry in Singapore, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Singapore for free:

The Consumer Health 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  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Consumer Health in Singapore?
  • What are the major brands in Singapore?
  • What are the main trends in OTC Healthcare?

Why buy this report?

  • 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 Consumer Health market research database.

Consumer Health in Singapore

EXECUTIVE SUMMARY

Changing demographics and unhealthy lifestyles support demand for consumer health
Preventative approach supports demand for vitamins and dietary supplements for both adults and children
Multinational players lead increasingly fragmented competitive landscape
Domination of health and beauty specialist retailers but smaller channels offer consumers convenience and competitive prices
Further growth for consumer health supported by health and wellness trend and preventive approach to wellbeing

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 2 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2014-2019
Table 4 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 6 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 7 Penetration of Private Label in Consumer Health by Category: % Value 2014-2019
Table 8 Distribution of Consumer Health by Format: % Value 2014-2019
Table 9 Distribution of Consumer Health by Format and Category: % Value 2019
Table 10 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
Summary 1 OTC: Switches 2018-2019

DEFINITIONS

SOURCES

Summary 2 Research Sources

Analgesics in Singapore

HEADLINES

PROSPECTS

Stable demand for analgesics as high healthcare costs encourage consumers to self-medicate for minor pain
Topical analgesics/anaesthetic remains most popular format, directly targeting pain
Increasingly hectic stressful lifestyles will help drive search for effective pain relief

COMPETITIVE LANDSCAPE

Greater consolidation amongst leading players in analgesics
Tiger Balm continues to benefit from its natural positioning
Strong performance for Nurofen Syrup as children appreciate liquid format

CATEGORY DATA

Table 12 Sales of Analgesics by Category: Value 2014-2019
Table 13 Sales of Analgesics by Category: % Value Growth 2014-2019
Table 14 NBO Company Shares of Analgesics: % Value 2015-2019
Table 15 LBN Brand Shares of Analgesics: % Value 2016-2019
Table 16 Forecast Sales of Analgesics by Category: Value 2019-2024
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2019-2024

Cough, Cold and Allergy (Hay Fever) Remedies in Singapore

HEADLINES

PROSPECTS

Positive performance for cough, cold and allergy (hay fever) remedies driven by demand from adult segment
Environmental factors support demand for antihistamines/allergy remedies (systemic)
Herbal/traditional products retains dominance continuing to attract health-conscious consumers

COMPETITIVE LANDSCAPE

Herbal/traditional medicated confectionery brands retain overall lead of category
Further share gain for Strepsils supported by switch from Pharmacy Only to GSL
Further switches from prescription to OTC status could help open up competition

CATEGORY DATA

Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2014-2019
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2014-2019
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2015-2019
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2016-2019
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2019-2024
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2019-2024

Dermatologicals in Singapore

HEADLINES

PROSPECTS

Beauty and personal care offers competition to dermatologicals
Greater marketing efforts and medical recommendations will help consumers to differentiate dermatologicals from non-OTC products
Slowing demand for nappy (diaper) rash treatments with parents increasingly influenced to search for more natural solutions

COMPETITIVE LANDSCAPE

Wide product portfolio and aggressive marketing consolidate leadership for Johnson & Johnson
Hair loss treatments attract consumers with twin pack offers
Strong performances in topical germicidals/antiseptics

CATEGORY DATA

Table 24 Sales of Dermatologicals by Category: Value 2014-2019
Table 25 Sales of Dermatologicals by Category: % Value Growth 2014-2019
Table 26 NBO Company Shares of Dermatologicals: % Value 2015-2019
Table 27 LBN Brand Shares of Dermatologicals: % Value 2016-2019
Table 28 LBN Brand Shares of Hair Loss Treatments: % Value 2016-2019
Table 29 Forecast Sales of Dermatologicals by Category: Value 2019-2024
Table 30 Forecast Sales of Dermatologicals by Category: % Value Growth 2019-2024

Dietary Supplements in Singapore

HEADLINES

PROSPECTS

Ageing population drives demand for dietary supplements with joint, bone and brain positioning
Niche of probiotic supplements set to record stronger growth due to increasing interest in products supporting gut health
Beauty positioning increasing in popularity within dietary supplements

COMPETITIVE LANDSCAPE

General Nutrition Centers retains slim lead of fragmented category
Direct selling players help maintain presence of second-largest distribution channel
Internet retailing continues to gain ground

CATEGORY DATA

Table 31 Sales of Dietary Supplements by Category: Value 2014-2019
Table 32 Sales of Dietary Supplements by Category: % Value Growth 2014-2019
Table 33 Sales of Dietary Supplements by Positioning: % Value 2014-2019
Table 34 NBO Company Shares of Dietary Supplements: % Value 2015-2019
Table 35 LBN Brand Shares of Dietary Supplements: % Value 2016-2019
Table 36 Forecast Sales of Dietary Supplements by Category: Value 2019-2024
Table 37 Forecast Sales of Dietary Supplements by Category: % Value Growth 2019-2024

Digestive Remedies in Singapore

HEADLINES

PROSPECTS

Polarising lifestyles of Singaporeans support for digestive remedies
Ongoing demand for meat-heavy Western diets drives demand for laxatives and antacids
Parents remain wary of paediatric laxatives for their children

COMPETITIVE LANDSCAPE

International players lead digestive remedies as standard products increasingly attract consumers
Global brands benefit from strong marketing support and wide distribution
Po Chai Pills strengthens lead of diarrhoeal remedies despite waning interest in herbal alternatives

CATEGORY DATA

Table 38 Sales of Digestive Remedies by Category: Value 2014-2019
Table 39 Sales of Digestive Remedies by Category: % Value Growth 2014-2019
Table 40 NBO Company Shares of Digestive Remedies: % Value 2015-2019
Table 41 LBN Brand Shares of Digestive Remedies: % Value 2016-2019
Table 42 Forecast Sales of Digestive Remedies by Category: Value 2019-2024
Table 43 Forecast Sales of Digestive Remedies by Category: % Value Growth 2019-2024

Eye Care in Singapore

HEADLINES

PROSPECTS

Air conditioned locations offer respite from humidity but increasing cases of dry eye
Exposure to digital screens and prolonged wearing of contact lenses are other factors maintaining demand for standard eye care
Allergy eye care remains a niche in Singapore

COMPETITIVE LANDSCAPE

Consolidated competitive landscape dominated by trusted multinationals
Allergan offers expanding portfolio, struggling to gain ground in allergy eye care
Great caution taken by consumers since emergence of counterfeit eye drops

CATEGORY DATA

Table 44 Sales of Eye Care by Category: Value 2014-2019
Table 45 Sales of Eye Care by Category: % Value Growth 2014-2019
Table 46 NBO Company Shares of Eye Care: % Value 2015-2019
Table 47 LBN Brand Shares of Eye Care: % Value 2016-2019
Table 48 Forecast Sales of Eye Care by Category: Value 2019-2024
Table 49 Forecast Sales of Eye Care by Category: % Value Growth 2019-2024

Herbal/Traditional Products in Singapore

HEADLINES

PROSPECTS

Herbal/traditional products continue to be supported by health and wellness trend
Capsule format gains in popularity although tonics preferred by older consumers
Millennials more likely to turn to standard products for faster solutions

COMPETITIVE LANDSCAPE

Cerebos Pacific retains lead of highly fragmented category due to popularity of Brand’s Essence of Chicken
Combination dietary supplements offer consumers a more general solution

CATEGORY DATA

Table 50 Sales of Herbal/Traditional Products by Category: Value 2014-2019
Table 51 Sales of Herbal/Traditional Products by Category: % Value Growth 2014-2019
Table 52 NBO Company Shares of Herbal/Traditional Products: % Value 2015-2019
Table 53 LBN Brand Shares of Herbal/Traditional Products: % Value 2016-2019
Table 54 Forecast Sales of Herbal/Traditional Products by Category: Value 2019-2024
Table 55 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2019-2024

NRT Smoking Cessation Aids in Singapore

HEADLINES

PROSPECTS

NRT smoking cessation aids records positive performance with declining smoking prevalence
Some maturity in category that would benefit from innovative new formats
Government continues with initiatives to further reduce smoking prevalence in country

COMPETITIVE LANDSCAPE

Consolidated competitive landscape dominated by Johnson & Johnson
Limited chance for new players or formats to enter over the forecast period

CATEGORY DATA

Table 56 Sales of NRT Smoking Cessation Aids by Category: Value 2014-2019
Table 57 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2014-2019
Table 58 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2015-2019
Table 59 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2016-2019
Table 60 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2019-2024
Table 61 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2019-2024

Paediatric Consumer Health in Singapore

HEADLINES

PROSPECTS

Preventative strategy of parents continues to support popularity and performance by paediatric vitamins and dietary supplements
Shrinking consumer base could offer long-term hindrance to stronger growth
Niche of paediatric ibuprofen is strong performer supported by dominant brand Nurofen

COMPETITIVE LANDSCAPE

GSK Consumer Healthcare assumes national distribution for GlaxoSmithKline
Producers of vitamins and dietary supplements must continue to launch interesting new formats and flavours to attract consumers in competitive landscape

CATEGORY DATA

Table 62 Sales of Paediatric Consumer Health by Category: Value 2014-2019
Table 63 Sales of Paediatric Consumer Health by Category: % Value Growth 2014-2019
Table 64 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2016-2019
Table 65 NBO Company Shares of Paediatric Consumer Health: % Value 2015-2019
Table 66 LBN Brand Shares of Paediatric Consumer Health: % Value 2016-2019
Table 67 Forecast Sales of Paediatric Consumer Health by Category: Value 2019-2024
Table 68 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2019-2024

Sleep Aids in Singapore

HEADLINES

PROSPECTS

Stressful hectic lifestyles maintain demand for sleep aids
Chronic pain and an ageing population also contribute to lack of sleep
Alternative methods of relaxation could offer potential threat to stronger growth over the forecast period

COMPETITIVE LANDSCAPE

Static category with lack of innovation or marketing activities
Melatonin remains most popular active ingredient for leading brands

CATEGORY DATA

Table 69 Sales of Sleep Aids: Value 2014-2019
Table 70 Sales of Sleep Aids: % Value Growth 2014-2019
Table 71 NBO Company Shares of Sleep Aids: % Value 2015-2019
Table 72 LBN Brand Shares of Sleep Aids: % Value 2016-2019
Table 73 Forecast Sales of Sleep Aids: Value 2019-2024
Table 74 Forecast Sales of Sleep Aids: % Value Growth 2019-2024

Sports Nutrition in Singapore

HEADLINES

PROSPECTS

Sports protein powder retains core audience of athletes and gym-goers
Niche products help category to gradually attract mass consumers
Health and fitness events help to highlight and promote increasing trend for sports nutrition

COMPETITIVE LANDSCAPE

Optimum Nutrition retains slim lead in highly fragmented competitive landscape
MyProtein targets health and wellness with wide range of products
Supermarkets and internet retailing continue to gain ground

CATEGORY DATA

Table 75 Sales of Sports Nutrition by Category: Value 2014-2019
Table 76 Sales of Sports Nutrition by Category: % Value Growth 2014-2019
Table 77 NBO Company Shares of Sports Nutrition: % Value 2015-2019
Table 78 LBN Brand Shares of Sports Nutrition: % Value 2016-2019
Table 79 Forecast Sales of Sports Nutrition by Category: Value 2019-2024
Table 80 Forecast Sales of Sports Nutrition by Category: % Value Growth 2019-2024

Vitamins in Singapore

HEADLINES

PROSPECTS

Vitamin C continues to enjoy popularity as means to support immune system
Greater segmentation for multivitamins supports stronger performance
Multivitamins to gain highest value share over the forecast period

COMPETITIVE LANDSCAPE

Bayer retains lead overall with popular single vitamin brand Redoxon
Change of ownership for Centrum and increasing pressure from smaller players
Internet retailing continues to gain ground from drugstores/parapharmacies

CATEGORY DATA

Table 81 Sales of Vitamins by Category: Value 2014-2019
Table 82 Sales of Vitamins by Category: % Value Growth 2014-2019
Table 83 Sales of Multivitamins by Positioning: % Value 2014-2019
Table 84 NBO Company Shares of Vitamins: % Value 2015-2019
Table 85 LBN Brand Shares of Vitamins: % Value 2016-2019
Table 86 Forecast Sales of Vitamins by Category: Value 2019-2024
Table 87 Forecast Sales of Vitamins by Category: % Value Growth 2019-2024

Weight Management and Wellbeing in Singapore

HEADLINES

PROSPECTS

High prevalence of types 2 diabetes encourages consumers to address weight management
Stable demand for supplement nutrition drinks supported by ageing population
Long-term health goals could hinder stronger performance for weight management

COMPETITIVE LANDSCAPE

Direct sellers continue to lead weight management and wellbeing
Herbalife understands need to move away from strong focus on weight loss
Cleansing and detoxifying can attract consumers and support slimming teas

CATEGORY DATA

Table 88 Sales of Weight Management and Wellbeing by Category: Value 2014-2019
Table 89 Sales of Weight Management and Wellbeing by Category: % Value Growth 2014-2019
Table 90 NBO Company Shares of Weight Management and Wellbeing: % Value 2015-2019
Table 91 LBN Brand Shares of Weight Management and Wellbeing: % Value 2016-2019
Table 92 Forecast Sales of Weight Management and Wellbeing by Category: Value 2019-2024
Table 93 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2019-2024

Wound Care in Singapore

HEADLINES

PROSPECTS

Polarising trends amongst the generations influences demand for wound care
Private label continues to strengthen presence in wound care placing pressure on branded producers
More affluent Singaporean consumers are attracted to wound care that offers greater functionality

COMPETITIVE LANDSCAPE

Multinational players retain lead of wound care benefiting from greater resources to develop more advanced products
Impressive performance for private label
Smaller players continue to be squeezed out of consolidated landscape

CATEGORY DATA

Table 94 Sales of Wound Care by Category: Value 2014-2019
Table 95 Sales of Wound Care by Category: % Value Growth 2014-2019
Table 96 NBO Company Shares of Wound Care: % Value 2015-2019
Table 97 LBN Brand Shares of Wound Care: % Value 2016-2019
Table 98 Forecast Sales of Wound Care by Category: Value 2019-2024
Table 99 Forecast Sales of Wound Care by Category: % Value Growth 2019-2024