Health and wellness registered overall value growth in 2018, buoyed by the healthy living trend. However, consumer perception accounted for a mixed performance, as HW packaged food recorded steady growth, while HW beverages continued to decline.
With the greater consumer preference for healthier products with lower sugar content, manufacturers have focused much of their product development on reformulation orientated towards reduced sugar levels, especially for HW beverages. The development of zero and reduced sugar variants in HW beverages is most commonplace in categories such as reduced sugar carbonates and reduced sugar fruit/vegetable juice, which are traditionally most negatively impacted the healthy living trend as consumers perceive these drinks to be the sweetest.
Nestlé Singapore consolidated its position as the leading HW player in Singapore in 2018, primarily through the solid performance of its Milo brand in FF plant-based and malt-based hot drinks. While technically an international player, Nestlé appeals to local consumers through strong branding and localisation.
Despite its small base, internet retailing grew the fastest within health and wellness among retail channels in 2018, driven by the convenience trend that consumers increasingly value amidst hectic lifestyles. Internet retailing provides greater convenience than brick-and-mortar stores in terms of allowing for online ordering without having to physically be present at the store.
Honey and reduced sugar variants represent opportunities for producers of HW packaged food and HW beverages in the forecast period. Honey has benefited from the hype over manuka honey with its antibacterial properties, while also being seen as a healthier naturally sweet alternative to sugar.
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Discover the latest market trends and uncover sources of future market growth for the Health and Wellness industry in Singapore with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Health and Wellness market research database.