Fortified/Functional Packaged Food in Singapore

PROSPECTS

Digestive health remains a key concern in maintaining overall health

Hectic but sedentary lifestyles, higher frequency of dining out, and exposure to high stress level increase the propensity for digestive health issues. Over the forecast period, this situation is expected to escalate further as more Singaporeans’ focus on their careers.

Manufacturers differentiate by targeting digestive health ingredients in baby food

Although breastfeeding remains the preferred method of feeding babies, some mothers may not be able to breastfeed and have to resort to milk formula. As a result, they purchase milk formula in order to fulfil the nutritional requirements of their children.

Industry players set to include a variety of ingredients in their products

Although the addition of human milk oligosaccharide is currently only applied to a limited number of products, over the forecast period more milk formula and baby food products are expected to be fortified with digestive improving nutrients as manufacturers will invest further in research and development efforts. This will be despite the slowing growth in the retail value sales of milk formula due to the declining birth rate in Singapore.

COMPETITIVE LANDSCAPE

International players characterise fortified/functional packaged food

The fortified/functional category is characterised by global manufacturers including Abbott Laboratories, Yakult, and Nestlé, which are among the top five leading companies. Abbott Laboratories led the category in 2018 thanks to its wide distribution, strong brand awareness, and continuous innovations.

FF probiotic and FF prebiotic products remain important across categories

As originally popularised through sales of yoghurt, more products are now found to include either probiotics or prebiotics, including biscuits, confectionery, and breakfast cereals. Unlike probiotics that refer to live bacteria culture, prebiotics refers to dietary fibre present in food that act as a fertiliser and food for good gut bacteria.

Several new products launched as players become more adventurous

Dumex and Danone Nutricia introduced Dulac and Aptamil with Pronutra+ respectively into the market. The two brands are fortified with special carbohydrates that act as prebiotics to promote the growth of good gut bacteria.

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