Following a more positive performance in 2019, off-trade volume sales of RTDs saw a marginal upturn in demand during the pandemic, where consumers considered these drinks an alternative option for various home consumption occasions. However, in addition to having limited marketing compared to other alcoholic drinks such as spirits and cider, there is also a lack of product innovation within RTDs, which has limited its stronger potential through the off-trade channel.
Due to its first mover advantage, Bacardi Breezer (Bacardi-Martini Singapore Pte Ltd) continued to dominate total volume sales of RTDs in 2020. It was followed at some distance by Vodka Cruiser from Asahi Group Holdings Ltd.
Despite spirit-based RTDs being the main active driver of RTDs in Singapore, over the review period and particularly in 2020, the country has seen other types penetrating the category, albeit with a niche presence. Ozeki, which is an existing sake brand in Singapore, offers its own RTD versions including Ikezo Sparkling Jelly Sake and Ozeki Hana Awa Ka Sparkling Liqueurs, although they are not strongly promoted in supermarkets.
Compared to other alcoholic drinks such as spirits, the on-trade presence of RTDs is likely to remain rather limited, due to the strong cocktail culture adopted by on-trade customers in Singapore. Over the review period, on-trade volume sales of RTDs were already declining, contributing to an overall drop in total volume sales; despite a predicted upturn in demand over the early part of the forecast period as restrictions are relaxed and pent-up demand is likely to see consumers returning to nightclubs and bars, this trend is likely to be short-lived as consumers once again move away RTDs and towards cocktails.
In an attempt to reduce the impact of reduced footfall through on-trade during the Circuit Breaker in 2020, an increasing number of establishments such as bars and distilleries adopted different strategies in an effort to stay afloat, by offering delivery services for their handcrafted cocktails to consumers. Such cocktails were launched in kit form with measured proportions of different ingredients which consumers could mix themselves at home.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the RTDs industry in Singapore with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the RTDs industry in Singapore, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
This report originates from Passport, our RTDs research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page