Organic Beverages in Singapore

2020 IMPACT

Heightened health awareness and channel shifts boost retail volume and value sales of organic tea and coffee during Coronavirus (COVID-19)

Organic tea is the main contributor to retail value sales, although even this category remains niche in Singapore. Organic coffee is the only other significant category in organic beverages in terms of sales.

Wider product variety and distribution and added-value and health positioning increase interest in organic soft drinks among affluent consumers

Despite strong sales growth in 2020, organic beverages continued to contribute minimally to the market size of health and wellness beverages in Singapore. Organic tea and coffee remained niche, while sales of organic soft drinks were still negligible.

COVID-19 influences polarisation in demand although more specific consumer preferences for coffee limit scope for shift to organic versions

In 2020, the health and economic effects of COVID-19 informed a higher level of polarisation in consumer purchasing behaviour in beverages. On the one hand, consumers returned to basic, lower-priced variants and bigger, more familiar brands, which are associated with price stability and greater availability.

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