Executive Summary

Apr 2019
Healthy living trend contributes to mixed performance

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.

Product reformulation orientated towards reduced sugar variants becomes the norm

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 Pte Ltd remains ahead through strong branding and localisation

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.

Internet retailing grows through convenience proposition

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 are predicted to be the consumer sweet spots

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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Health and Wellness in Singapore

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Overview

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.

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 Health and Wellness industry in Singapore, our research will save you time and money while empowering you to make informed, profitable decisions.

The Health and Wellness 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 Health and Wellness in Singapore?
  • What are the major brands in Singapore?
  • Were the sales of health and wellness affected by the global recession?
  • What functional ingredients in food and drinks are in fashion in Singapore?
  • Is the organic movement still growing?
  • Are weight management food and drinks driven by product reformulation?

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 Health and Wellness market research database.

Health and Wellness in Singapore

EXECUTIVE SUMMARY

Healthy living trend contributes to mixed performance
Product reformulation orientated towards reduced sugar variants becomes the norm
Nestlé Singapore Pte Ltd remains ahead through strong branding and localisation
Internet retailing grows through convenience proposition
Honey and reduced sugar variants are predicted to be the consumer sweet spots

MARKET DATA

Table 1 Sales of Health and Wellness by Type: Value 2013-2018
Table 2 Sales of Health and Wellness by Type: % Value Growth 2013-2018
Table 3 Sales of Health and Wellness by Category: Value 2013-2018
Table 4 Sales of Health and Wellness by Category: % Value Growth 2013-2018
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2013-2018
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2013-2018
Table 7 NBO Company Shares of Health and Wellness: % Value 2014-2018
Table 8 LBN Brand Shares of Health and Wellness: % Value 2015-2018
Table 9 Distribution of Health and Wellness by Format: % Value 2013-2018
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2018
Table 11 Forecast Sales of Health and Wellness by Type: Value 2018-2023
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2018-2023
Table 13 Forecast Sales of Health and Wellness by Category: Value 2018-2023
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2018-2023
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2018-2023
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Better For You Beverages in Singapore

HEADLINES

PROSPECTS

Healthy living trend contributes to continued decline
Natural sweeteners see greater use in product reformulations

COMPETITIVE LANDSCAPE

Reduced sugar carbonates proliferate
Coca-Cola Singapore leads in BFY beverages

CATEGORY DATA

Table 17 Sales of BFY Beverages by Category: Value 2013-2018
Table 18 Sales of BFY Beverages by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of BFY Beverages: % Value 2014-2018
Table 20 LBN Brand Shares of BFY Beverages: % Value 2015-2018
Table 21 Distribution of BFY Beverages by Format: % Value 2013-2018
Table 22 Forecast Sales of BFY Beverages by Category: Value 2018-2023
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2018-2023

Better For You Packaged Food in Singapore

HEADLINES

PROSPECTS

Busy, health-conscious consumers resort to better for you packaged food
Manufacturers develop products with improved nutritional profile
Healthier choice symbols introduced by the government influence buying decisions

COMPETITIVE LANDSCAPE

International players lead in better for you
Leading players widen their better for you product portfolios
Reduced fat and sugar variants register growing appeal

CATEGORY DATA

Table 24 Sales of BFY Packaged Food by Category: Value 2013-2018
Table 25 Sales of BFY Packaged Food by Category: % Value Growth 2013-2018
Table 26 NBO Company Shares of BFY Packaged Food: % Value 2014-2018
Table 27 LBN Brand Shares of BFY Packaged Food: % Value 2015-2018
Table 28 Distribution of BFY Packaged Food by Format: % Value 2013-2018
Table 29 Forecast Sales of BFY Packaged Food by Category: Value 2018-2023
Table 30 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2018-2023

Fortified/Functional Beverages in Singapore

HEADLINES

PROSPECTS

Decline driven by drop in FF fruit/vegetable juice
FF sports drinks consumers look elsewhere for rehydration

COMPETITIVE LANDSCAPE

Nestlé Singapore actively targets health-conscious consumers in FF other hot drinks
TC Pharmaceutical Industry Co Ltd gains ground on the FF soft drinks leaders

CATEGORY DATA

Table 31 Sales of Fortified/Functional Beverages by Category: Value 2013-2018
Table 32 Sales of Fortified/Functional Beverages by Category: % Value Growth 2013-2018
Table 33 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2013-2018
Table 34 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2013-2018
Table 35 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2013-2018
Table 36 NBO Company Shares of Fortified/Functional Beverages: % Value 2014-2018
Table 37 LBN Brand Shares of Fortified/Functional Beverages: % Value 2015-2018
Table 38 Distribution of Fortified/Functional Beverages by Format: % Value 2013-2018
Table 39 Forecast Sales of Fortified/Functional Beverages by Category: Value 2018-2023
Table 40 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2018-2023

Fortified/Functional Packaged Food in Singapore

HEADLINES

PROSPECTS

Digestive health remains a key concern in maintaining overall health
Manufacturers differentiate by targeting digestive health ingredients in baby food
Industry players set to include a variety of ingredients in their products

COMPETITIVE LANDSCAPE

International players characterise fortified/functional packaged food
FF probiotic and FF prebiotic products remain important across categories
Several new products launched as players become more adventurous

CATEGORY DATA

Table 41 Sales of Fortified/Functional Packaged Food by Category: Value 2013-2018
Table 42 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2013-2018
Table 43 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2013-2018
Table 44 Key Functional Ingredients in Fortified/Functional Bread: % Value 2013-2018
Table 45 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2013-2018
Table 46 Key Functional Ingredients in Fortified/Functional Milk: % Value 2013-2018
Table 47 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2013-2018
Table 48 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2013-2018
Table 49 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2014-2018
Table 50 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2015-2018
Table 51 LBN Brand Shares of Fortified/Functional Bread: % Value 2015-2018
Table 52 Distribution of Fortified/Functional Packaged Food by Format: % Value 2013-2018
Table 53 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2018-2023
Table 54 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2018-2023

Free From in Singapore

HEADLINES

PROSPECTS

Free from meat products here to stay
Industry players invest in a variety of meat substitutes, including fungi
Allergens are the main factors for avoidance among Singaporeans

COMPETITIVE LANDSCAPE

Domestic players lead in several free from categories
The majority of innovations focus on minimising allergic reactions
Free from gluten benefits from new product development

CATEGORY DATA

Table 55 Sales of Free From by Category: Value 2013-2018
Table 56 Sales of Free From by Category: % Value Growth 2013-2018
Table 57 NBO Company Shares of Free From: % Value 2014-2018
Table 58 LBN Brand Shares of Free From: % Value 2015-2018
Table 59 Distribution of Free From by Format: % Value 2013-2018
Table 60 Forecast Sales of Free From by Category: Value 2018-2023
Table 61 Forecast Sales of Free From by Category: % Value Growth 2018-2023

Naturally Healthy Beverages in Singapore

HEADLINES

PROSPECTS

NH soft drinks adversely affected by healthy living trend
NH green tea drives NH hot drinks growth

COMPETITIVE LANDSCAPE

Coca-Cola Singapore competes with a new line of NH RTD tea
Pokka Corp (S) Pte Ltd loses ground to NH RTD tea and NH bottled water players

CATEGORY DATA

Table 62 Sales of NH Beverages by Category: Value 2013-2018
Table 63 Sales of NH Beverages by Category: % Value Growth 2013-2018
Table 64 NBO Company Shares of NH Beverages: % Value 2014-2018
Table 65 LBN Brand Shares of NH Beverages: % Value 2015-2018
Table 66 Distribution of NH Beverages by Format: % Value 2013-2018
Table 67 Forecast Sales of NH Beverages by Category: Value 2018-2023
Table 68 Forecast Sales of NH Beverages by Category: % Value Growth 2018-2023

Naturally Healthy Packaged Food in Singapore

HEADLINES

PROSPECTS

NH rice and NH high fibre food boost the category’s performance
Industry players focus on improving taste and texture
Demand for honey continues to grow

COMPETITIVE LANDSCAPE

Industry players focus on improving taste and texture
Growing interest in oats among internationals
Interest in “clean labels” drives demand for naturally healthy packaged food

CATEGORY DATA

Table 69 Sales of NH Packaged Food by Category: Value 2013-2018
Table 70 Sales of NH Packaged Food by Category: % Value Growth 2013-2018
Table 71 NBO Company Shares of NH Packaged Food: % Value 2014-2018
Table 72 LBN Brand Shares of NH Packaged Food: % Value 2015-2018
Table 73 Distribution of NH Packaged Food by Format: % Value 2013-2018
Table 74 Forecast Sales of NH Packaged Food by Category: Value 2018-2023
Table 75 Forecast Sales of NH Packaged Food by Category: % Value Growth 2018-2023

Organic Beverages in Singapore

HEADLINES

PROSPECTS

Lack of consumer-awareness hinders sales
Reduced sugar has a greater appeal than the organic element

COMPETITIVE LANDSCAPE

Clipper Teas heads organic tea
Manufacturers see a lack of commercial potential

CATEGORY DATA

Table 76 Sales of Organic Beverages by Category: Value 2013-2018
Table 77 Sales of Organic Beverages by Category: % Value Growth 2013-2018
Table 78 NBO Company Shares of Organic Beverages: % Value 2014-2018
Table 79 LBN Brand Shares of Organic Beverages: % Value 2015-2018
Table 80 Distribution of Organic Beverages by Format: % Value 2013-2018
Table 81 Forecast Sales of Organic Beverages by Category: Value 2018-2023
Table 82 Forecast Sales of Organic Beverages by Category: % Value Growth 2018-2023

Organic Packaged Food in Singapore

HEADLINES

PROSPECTS

Concerns over health and the environment stimulate demand for organic packaged food
Motivation to purchase varies between organic categories
Growing interest in organic baby food

COMPETITIVE LANDSCAPE

Fragmented leadership across organic packaged food
Wider ranges boost consumer awareness of organic packaged food
More channels ensure greater consumer exposure to organic packaged food

CATEGORY DATA

Table 83 Sales of Organic Packaged Food by Category: Value 2013-2018
Table 84 Sales of Organic Packaged Food by Category: % Value Growth 2013-2018
Table 85 NBO Company Shares of Organic Packaged Food: % Value 2014-2018
Table 86 LBN Brand Shares of Organic Packaged Food: % Value 2015-2018
Table 87 Distribution of Organic Packaged Food by Format: % Value 2013-2018
Table 88 Forecast Sales of Organic Packaged Food by Category: Value 2018-2023
Table 89 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2018-2023