Fortified/Functional Packaged Food in Singapore

PROSPECTS

FF milk formula is forecast to decline

Mothers are breastfeeding their babies for longer durations after birth, with more using formula milk as a supplement for partial breastfeeding. In addition, restrictions are being placed on FF milk formula players from giving sponsorships to hospitals to promote their formula brands in maternity wards.

Breakfast cereal players continue to fortify their products to boost sales

Faced with slowing sales amidst public perceptions of high sugar content, breakfast cereal players such as Post and Kellogg are continuing to fortify their products. Fortification with probiotics is popular, alongside a reduction in sugar content to improve the nutritional value proposition of their products.

FF cheese grows fastest in retail value sales

Leading brands Kraft Singles and Chesdale are widely distributed in Singapore across both modern and traditional grocery retailers. Coupled with their strong brand equity among their key target group of children, FF cheese sales grew the fastest compared to other FF subcategories.

COMPETITIVE LANDSCAPE

Vitagen and Marigold help Malaysia Dairy Industries gain share

Among the top five players, Malaysia Dairy Industries gained the most share over the review period 2015-2019. This was helped by favourable sales growth by Vitagen and Marigold.

Milk formula players lose share over the review period

The decline in FF milk formula affected major players such as Abbott, Mead Johnson, Dumex and Friesland Campina, causing them to lose share to Malaysia Dairy Industries and Nestlé Singapore, which are playing in dairy and staples categories. Dumex was also affected by a cronobacter contamination in 2018, sparking a recall in retail channels and infants in two hospitals consuming the tainted formula.

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