Organic Beverages in Singapore

PROSPECTS

Lack of consumer-awareness hinders sales

Organic beverages registered a slight value sales decline in 2018, owing to a lack of consumer-awareness. Organic beverages such as organic tea and organic coffee have little presence in terms of shelf space across retail distribution channels, eg supermarkets, contributing to a lack a consumer-awareness of them.

Reduced sugar has a greater appeal than the organic element

The organic beverages category lags far behind BFY reduced sugar beverages in terms of retail value sales, despite both being marketed as healthier alternatives. While organic beverages often come with benefits such as reduced pesticides and increased antioxidants, this has not been compelling enough to attract health-conscious consumers, who look for more quantifiable health benefits.

COMPETITIVE LANDSCAPE

Clipper Teas heads organic tea

Clipper Teas continues to lead organic tea, the largest component in organic beverages in Singapore, in terms of value sales share. Clipper is the most prominent organic tea brand in terms of retail channel distribution, being available in various channels such as supermarkets and internet retailing.

Manufacturers see a lack of commercial potential

Organic beverages is a small category in Singapore, with a lack of incentives among major players to focus on it. Singapore has a relatively small population, while organic beverages are aimed at an even smaller segment of upper-middle-income consumers who are willing to pay more for the perceived greater health value of these drinks.

Files are delivered directly into your account within a few minutes of purchase.