The main contributors to retail value sales of organic packaged food in Singapore are organic rice, baby food and olive oil, although the whole category remains niche. One of the reasons for organic packaged food’s small market size is the higher price points of organic products.
Consumer awareness of organic rice is quite high in Singapore, supported by relatively wide availability in supermarkets. Organic rice in Singapore is almost a duopoly, with Naturel (Lam Soon Singapore) and Harvest (Ban Choon Marketing) accounting for the overwhelming majority of retail value sales.
Lam Soon Singapore, the leading player overall, offers the Naturel brand, which tops two of the major categories in terms of retail value sales: organic rice and olive oil. Besides, Naturel is the second-ranked brand in organic pasta.
Organic packaged food is expected to remain niche in retail volume and value terms over the forecast period, although the category is set to see further development and sales growth as the number of players and variety of products on offer expands. Organic rice, baby food and olive oil are set to remain the leading categories in retail value sales and absolute growth terms over the forecast period.
As in other packaged food categories, the COVID-19 crisis has increased the pressure on producers and distributors of organic products to devise ways to reach consumers quickly, conveniently and safely. As the distribution of organic packaged food is narrower and shallower than for other types of HW packaged food, the focus remained firmly on supermarkets and organic specialist retailers (“other” grocery retailers) in 2020.
One of the factors limiting the potential growth of organic packaged food is high price points, which militate against consumption on a daily basis. With the presence of these products mainly limited to organic specialist retailers and major supermarket chains, unit prices are not expected to decrease over the forecast period.
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This report originates from Passport, our Organic Packaged Food research and analysis database.
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