Processed Fruit and Vegetables in Singapore

PROSPECTS

Convenience cooking and all-year-round availability

As health-conscious consumers seek fresh alternatives, the demand for processed fruit and vegetables is supported by the convenience of processing seasonal fruits and various beans and mushrooms that may not be available all-year-round and require more elaborate preparation. In 2018, shelf stable beans is set to continue to record the highest retail value growth, as more options become available.

Shelf stable beans offers a convenience and nutritional solution

Unlike other food types in the category, fresh beans are hardly available in the retail channel. Additionally, the long time required to soak beans deters consumers from purchasing fresh beans.

Expanding offer in shelf stable beans

Shelf stable beans should experience stable demand in the forecast period. In the past, baked beans were found to be the most available type of shelf stable beans, supported by a long-established presence in the market and familiarity among local consumers.

COMPETITIVE LANDSCAPE

Competition from fresh produce affects processed fruit and vegetables differently

Health and wellness concerns are seeing consumers move away from processed to fresh food. The healthier lifestyle trend impacts the demand for shelf stable fruit, vegetables and tomatoes, as this format is mainly comprised of canned products, which have always been perceived as loaded with chemicals and unhealthy.

Domestic players lead the way

Goh Joo Hin, the category leader, and Hock Seng Food, the third-ranked player overall, are expected to remain the leading companies in shelf stable fruit and vegetables in 2018. Their strength is attributed to the established presence of the Mili and Hosen brands, respectively.

Lower prices support the demand for private label

NTUC FairPrice Co-operative is the main private label player in the category, with a strong presence and retail value share in frozen processed fruit and vegetables. Lower price points provide FairPrice with a competitive advantage as many consumers do not perceive a difference in the tastes offered by different brands.

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