NH soft drinks saw an overall value sales decline in 2018 due to the healthy living trend, which greatly influenced the performances within each category. NH fruit/vegetable juice and NH Asian speciality drinks recorded the steepest declines, with consumers perceiving them to be unhealthy due to their sugar content.
NH hot drinks continued to achieve steady value sales growth in 2018, with NH green tea being the main growth driver. NH tea forms the bulk of NH hot drinks, and NH green tea is posted increasing growth due to its good health perception among consumers and its cooling ability.
In 2018, Coca-Cola Singapore launched a new brand of products in NH RTD tea called Authentic Tea House, targeting health-conscious consumers looking for less sugary options. The new brand comes in three variants: Ayataka Japanese Green Tea, Da Hong Pao Oolong Tea and Jin Ban Chrysanthemum Tea.
In 2018, Pokka Corp maintained its status as the leading NH beverage player in Singapore in terms of value sales, despite losing share to both Coca-Cola Singapore and Danone Asia Holdings Pte Ltd. Pokka Corp’s main focus is on NH RTD tea, where it is the sales leader with its Pokka brand.
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Overview: Discover the latest market trends and uncover sources of future market growth for the Naturally Healthy Beverages industry in Singapore with research from Euromonitor's team of in-country analysts.
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The Naturally Healthy Beverages in Singapore market research report includes:
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