FF beverages continued to decline in 2018, driven by the value sales decline of its biggest component, FF fruit/vegetable juice. Despite the functional health benefits provided by FF fruit/vegetable juice, consumers associate it with non-FF fruit/vegetable juice, which is perceived to be sweet, sugary and unhealthy.
FF sports drinks value sales declined in 2018, driven by health-conscious shoppers looking for healthier alternatives to fulfil their rehydration needs. A key target group for FF sports drinks is adults who engage in an active lifestyle, by for example frequently taking part in sport.
Leading FF beverage player Nestlé Singapore signalled its intent to focus its efforts on healthier beverages in 2018. Nestlé Singapore dominates in FF other hot drinks through its flagship Milo brand, which historically has strong brand equity in Singapore.
The FF soft drinks category saw TC Pharmaceutical gain value share on the leaders in 2018, through the slow but steady growth of its leading FF energy drinks brand Red Bull. Leading players strong in FF fruit/vegetable juice, such as F&N Foods (S) Pte Ltd, Malaysia Dairy Industries Pte Ltd and Suntory Beverage & Food Asia Pte Ltd, all saw value sales decline, as they were hit hard by the healthy living trend, which saw health-conscious consumers switch from FF fruit/vegetable juice to alternatives perceived to be healthier, such as RTD tea and unpackaged fruit juice.
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Overview: Discover the latest market trends and uncover sources of future market growth for the Fortified/Functional Beverages industry in Singapore with research from Euromonitor's team of in-country analysts.
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