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Country Report

Soft Drinks in

Soft Drinks in Singapore

81 pages, Mar 2019

US$2,100

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Executive Summary

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Continuing decline for soft drinks due to health-consciousness

Soft drinks continued to witness an overall volume decline in Singapore in 2018, driven by the healthy living trend that witnessed consumers reduce their portion sizes on sugar-laden drinks or switched to unpackaged healthier alternatives such as fresh fruit juice. Bottled water was a rare bright spark that witnessed positive growth, as health-conscious consumers switched to this soft drink from sweetened beverages.

Strong government push for healthier drinks options

The government’s influence in encouraging healthier beverages intensified in 2018, as it implemented a policy in May 2018 to allow only drinks with a sugar content of no more than 6g per 100ml to be sold via vending machines on government premises. This was a follow-up from late 2017, when the Ministry of Health managed to persuade seven major beverage producers to pledge to reduce the sugar content in their sweetened beverages to no more than 12g of sugar per 100 ml.

Coca-Cola Singapore competes using aggressive marketing and product innovation

Coca-Cola Singapore Beverages Pte Ltd was among the most active players in 2018, as it launched new product variants to appeal to health-conscious consumers, while using innovative packaging to market its products. Coca-Cola Singapore featured prominently in its core category of carbonates, where it introduced Coca-Cola Stevia, utilising the use of Stevia as a natural sweetener to allow for reduced sugar content.

Product development focuses on reduced sugar variants

Product innovation trends in 2018 focused largely on product reformulation towards reduced sugar variants to cater to consumer needs and the government push for healthier beverages. Product reformulation was most common in carbonates where most of the leading brands such as Coca-Cola, Pepsi and F&N were involved in product launches that involved reduced or even zero sugar variants.

Reduced sugar reformulations expected to be the norm over forecast period

There will be a sustained emphasis by soft drinks manufacturers on product development focused on reduced and zero sugar variants during the forecast period, driven by consumer preferences and government policies. The healthy living trend will see consumers shift towards healthier beverages and product variants with lower sugar content, especially in carbonates, juice and RTD categories.

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Soft Drinks Sample Report Soft Drinks Sample Data

Overview

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Overview

Discover the latest market trends and uncover sources of future market growth for the Soft Drinks industry in Singapore with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Soft Drinks industry in Singapore, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Singapore for free:

The Soft Drinks in Singapore market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Production, imports by origin, exports by destination
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Soft Drinks in Singapore?
What are the major brands in Singapore?
What potential exists for multinational vs. local soft drinks companies looking to increase market share?
How have changing social attitudes affected soft drink sales?
How have sustainability issues; such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, affected the soft drink industry?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Soft Drinks market research database.

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Soft Drinks in Singapore

EXECUTIVE SUMMARY

Continuing decline for soft drinks due to health-consciousness

Strong government push for healthier drinks options

Coca-Cola Singapore competes using aggressive marketing and product innovation

Product development focuses on reduced sugar variants

Reduced sugar reformulations expected to be the norm over forecast period

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 13 Total Sales of Soft Drinks by Fountain On-trade: Volume 2013-2018
Table 14 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2013-2018
Table 15 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2014-2018
Table 16 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2015-2018
Table 17 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 18 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 19 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 20 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 21 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2013-2018
Table 22 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2013-2018
Table 23 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 27 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 29 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 30 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 31 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 32 Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2018-2023
Table 33 Forecast Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2018-2023

APPENDIX

Fountain sales in Singapore

Trends

SOURCES

Summary 1 Research Sources

Asian Speciality Drinks in Singapore

HEADLINES

PROSPECTS

Asian speciality drinks fails to find sweet spot amongst consumers

Reduced sugar unlikely to garner favour with consumers

Consumers prefer freshly prepared Asian speciality drinks

COMPETITIVE LANDSCAPE

Yeo Hiap Seng retains dominance

Major players focus elsewhere

CATEGORY DATA

Table 34 Off-trade Sales of Asian Speciality Drinks: Volume 2013-2018
Table 35 Off-trade Sales of Asian Speciality Drinks: Value 2013-2018
Table 36 Off-trade Sales of Asian Speciality Drinks: % Volume Growth 2013-2018
Table 37 Off-trade Sales of Asian Speciality Drinks: % Value Growth 2013-2018
Table 38 NBO Company Shares of Off-trade Asian Speciality Drinks: % Volume 2014-2018
Table 39 LBN Brand Shares of Off-trade Asian Speciality Drinks: % Volume 2015-2018
Table 40 NBO Company Shares of Off-trade Asian Speciality Drinks: % Value 2014-2018
Table 41 LBN Brand Shares of Off-trade Asian Speciality Drinks: % Value 2015-2018
Table 42 Forecast Off-trade Sales of Asian Speciality Drinks: Volume 2018-2023
Table 43 Forecast Off-trade Sales of Asian Speciality Drinks: Value 2018-2023
Table 44 Forecast Off-trade Sales of Asian Speciality Drinks: % Volume Growth 2018-2023
Table 45 Forecast Off-trade Sales of Asian Speciality Drinks: % Value Growth 2018-2023

Bottled Water in Singapore

HEADLINES

PROSPECTS

Bottled water is soft drink of choice for health-conscious consumers

Still bottled water comprises bulk of bottled water

Despite appreciation of specific benefits functional water struggles

COMPETITIVE LANDSCAPE

F&N Ice Mountain strengthens lead of bottled water

Price promotions in attempt to gain share

CATEGORY DATA

Table 46 Off-trade Sales of Bottled Water by Category: Volume 2013-2018
Table 47 Off-trade Sales of Bottled Water by Category: Value 2013-2018
Table 48 Off-trade Sales of Bottled Water by Category: % Volume Growth 2013-2018
Table 49 Off-trade Sales of Bottled Water by Category: % Value Growth 2013-2018
Table 50 NBO Company Shares of Off-trade Bottled Water: % Volume 2014-2018
Table 51 LBN Brand Shares of Off-trade Bottled Water: % Volume 2015-2018
Table 52 NBO Company Shares of Off-trade Bottled Water: % Value 2014-2018
Table 53 LBN Brand Shares of Off-trade Bottled Water: % Value 2015-2018
Table 54 Forecast Off-trade Sales of Bottled Water by Category: Volume 2018-2023
Table 55 Forecast Off-trade Sales of Bottled Water by Category: Value 2018-2023
Table 56 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2018-2023
Table 57 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2018-2023

Carbonates in Singapore

HEADLINES

PROSPECTS

Unhealthy perception drives down carbonates sales

Players need to look to alternative options to halt decline

Product innovation focuses on reduced sugar

COMPETITIVE LANDSCAPE

Coca-Cola Singapore sweetens deal with Stevia

Other brands to follow Coca-Cola’s lead in healthier carbonate offerings

PepsiCo attempts to keep pace with Coca-Cola

CATEGORY DATA

Table 58 Off-trade vs On-trade Sales of Carbonates: Volume 2013-2018
Table 59 Off-trade vs On-trade Sales of Carbonates: Value 2013-2018
Table 60 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2013-2018
Table 61 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2013-2018
Table 62 Off-trade Sales of Carbonates by Category: Volume 2013-2018
Table 63 Off-trade Sales of Carbonates by Category: Value 2013-2018
Table 64 Off-trade Sales of Carbonates by Category: % Volume Growth 2013-2018
Table 65 Off-trade Sales of Carbonates by Category: % Value Growth 2013-2018
Table 66 Total Sales of Carbonates by Fountain On-trade: Volume 2013-2018
Table 67 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2013-2018
Table 68 NBO Company Shares of Off-trade Carbonates: % Volume 2014-2018
Table 69 LBN Brand Shares of Off-trade Carbonates: % Volume 2015-2018
Table 70 NBO Company Shares of Off-trade Carbonates: % Value 2014-2018
Table 71 LBN Brand Shares of Off-trade Carbonates: % Value 2015-2018
Table 72 Forecast Off-trade Sales of Carbonates by Category: Volume 2018-2023
Table 73 Forecast Off-trade Sales of Carbonates by Category: Value 2018-2023
Table 74 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2018-2023
Table 75 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2018-2023
Table 76 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2018-2023
Table 77 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2018-2023

Concentrates in Singapore

HEADLINES

PROSPECTS

High sugar perception contributes to liquid concentrates’ decline

Powder concentrates loses out on convenience

Ongoing decline for powder format with outside competition

COMPETITIVE LANDSCAPE

Ribena retains leadership despite loss of share and decline

Concentrates remains idle

CATEGORY DATA

Concentrates Conversions

Summary 2 Concentrates Conversion Factors for ReadytoDrink (RTD) Format
Table 78 Off-trade Sales of Concentrates (RTD) by Category: Volume 2013-2018
Table 79 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2013-2018
Table 80 Off-trade Sales of Concentrates by Category: Value 2013-2018
Table 81 Off-trade Sales of Concentrates by Category: % Value Growth 2013-2018
Table 82 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2014-2018
Table 83 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2015-2018
Table 84 NBO Company Shares of Off-trade Concentrates: % Value 2014-2018
Table 85 LBN Brand Shares of Off-trade Concentrates: % Value 2015-2018
Table 86 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2014-2018
Table 87 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2015-2018
Table 88 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2014-2018
Table 89 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2015-2018
Table 90 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2018-2023
Table 91 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2018-2023
Table 92 Forecast Off-trade Sales of Concentrates by Category: Value 2018-2023
Table 93 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2018-2023

Energy Drinks in Singapore

HEADLINES

PROSPECTS

Energy drinks fails to receive boost from foreign blue-collar workers

Health-related features increasingly a positive factor

COMPETITIVE LANDSCAPE

Red Bull continues to charge ahead

Less energy from smaller brands amidst increased consolidation

CATEGORY DATA

Table 94 Off-trade Sales of Energy Drinks: Volume 2013-2018
Table 95 Off-trade Sales of Energy Drinks: Value 2013-2018
Table 96 Off-trade Sales of Energy Drinks: % Volume Growth 2013-2018
Table 97 Off-trade Sales of Energy Drinks: % Value Growth 2013-2018
Table 98 NBO Company Shares of Off-trade Energy Drinks: % Volume 2014-2018
Table 99 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2015-2018
Table 100 NBO Company Shares of Off-trade Energy Drinks: % Value 2014-2018
Table 101 LBN Brand Shares of Off-trade Energy Drinks: % Value 2015-2018
Table 102 Forecast Off-trade Sales of Energy Drinks: Volume 2018-2023
Table 103 Forecast Off-trade Sales of Energy Drinks: Value 2018-2023
Table 104 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2018-2023
Table 105 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2018-2023

Juice in Singapore

HEADLINES

PROSPECTS

Juice declines due to healthy living trend

Players will look to attract consumers with healthier offerings

Coconut water achieves healthy growth

COMPETITIVE LANDSCAPE

Leading players rush to introduce reduced sugar variants

Brands focusing on Asian flavours fare better

CATEGORY DATA

Table 106 Off-trade Sales of Juice by Category: Volume 2013-2018
Table 107 Off-trade Sales of Juice by Category: Value 2013-2018
Table 108 Off-trade Sales of Juice by Category: % Volume Growth 2013-2018
Table 109 Off-trade Sales of Juice by Category: % Value Growth 2013-2018
Table 110 Leading Flavours for Off-trade 100% Juice: % Volume 2013-2018
Table 111 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume 2013-2018
Table 112 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2013-2018
Table 113 NBO Company Shares of Off-trade Juice: % Volume 2014-2018
Table 114 LBN Brand Shares of Off-trade Juice: % Volume 2015-2018
Table 115 NBO Company Shares of Off-trade Juice: % Value 2014-2018
Table 116 LBN Brand Shares of Off-trade Juice: % Value 2015-2018
Table 117 Forecast Off-trade Sales of Juice by Category: Volume 2018-2023
Table 118 Forecast Off-trade Sales of Juice by Category: Value 2018-2023
Table 119 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2018-2023
Table 120 Forecast Off-trade Sales of Juice by Category: % Value Growth 2018-2023

RTD Coffee in Singapore

HEADLINES

PROSPECTS

Healthy living trend a bane for RTD coffee

On-trade fresh coffee overshadows RTD coffee

COMPETITIVE LANDSCAPE

Larger players maintain lead in RTD coffee through strong branding

Limited focus on RTD coffee with priorities placed elsewhere

CATEGORY DATA

Table 121 Off-trade Sales of RTD Coffee: Volume 2013-2018
Table 122 Off-trade Sales of RTD Coffee: Value 2013-2018
Table 123 Off-trade Sales of RTD Coffee: % Volume Growth 2013-2018
Table 124 Off-trade Sales of RTD Coffee: % Value Growth 2013-2018
Table 125 NBO Company Shares of Off-trade RTD Coffee: % Volume 2014-2018
Table 126 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2015-2018
Table 127 NBO Company Shares of Off-trade RTD Coffee: % Value 2014-2018
Table 128 LBN Brand Shares of Off-trade RTD Coffee: % Value 2015-2018
Table 129 Forecast Off-trade Sales of RTD Coffee: Volume 2018-2023
Table 130 Forecast Off-trade Sales of RTD Coffee: Value 2018-2023
Table 131 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2018-2023
Table 132 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2018-2023

RTD Tea in Singapore

HEADLINES

PROSPECTS

Low sugar content to be eligible for government vending machines

Variety of ingredients used for product differentiation

COMPETITIVE LANDSCAPE

Coca-Cola targets health-conscious consumers through new brand line

Pokka ventures into carbonated RTD tea

CATEGORY DATA

Table 133 Off-trade Sales of RTD Tea by Category: Volume 2013-2018
Table 134 Off-trade Sales of RTD Tea by Category: Value 2013-2018
Table 135 Off-trade Sales of RTD Tea by Category: % Volume Growth 2013-2018
Table 136 Off-trade Sales of RTD Tea by Category: % Value Growth 2013-2018
Table 137 Leading Flavours for Off-trade RTD Tea: % Volume 2013-2018
Table 138 NBO Company Shares of Off-trade RTD Tea: % Volume 2014-2018
Table 139 LBN Brand Shares of Off-trade RTD Tea: % Volume 2015-2018
Table 140 NBO Company Shares of Off-trade RTD Tea: % Value 2014-2018
Table 141 LBN Brand Shares of Off-trade RTD Tea: % Value 2015-2018
Table 142 Forecast Off-trade Sales of RTD Tea by Category: Volume 2018-2023
Table 143 Forecast Off-trade Sales of RTD Tea by Category: Value 2018-2023
Table 144 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2018-2023
Table 145 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2018-2023

Sports Drinks in Singapore

HEADLINES

PROSPECTS

Growing health-consciousness drives shift to other soft drinks

Product innovation focuses on sweeteners to reduce sugar content

Promotions way forward for brands to encourage volume sales

COMPETITIVE LANDSCAPE

F&N Foods leads through strong marketing

Pocari Sweat moves up rankings

Sports drinks look to expand consumer base

CATEGORY DATA

Table 146 Off-trade Sales of Sports Drinks: Volume 2013-2018
Table 147 Off-trade Sales of Sports Drinks: Value 2013-2018
Table 148 Off-trade Sales of Sports Drinks: % Volume Growth 2013-2018
Table 149 Off-trade Sales of Sports Drinks: % Value Growth 2013-2018
Table 150 NBO Company Shares of Off-trade Sports Drinks: % Volume 2014-2018
Table 151 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2015-2018
Table 152 NBO Company Shares of Off-trade Sports Drinks: % Value 2014-2018
Table 153 LBN Brand Shares of Off-trade Sports Drinks: % Value 2015-2018
Table 154 Forecast Off-trade Sales of Sports Drinks: Volume 2018-2023
Table 155 Forecast Off-trade Sales of Sports Drinks: Value 2018-2023
Table 156 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2018-2023
Table 157 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2018-2023

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Country Report

Soft Drinks in Singapore

New Report Guarantee

Executive Summary

New Report Guarantee

Continuing decline for soft drinks due to health-consciousness

Strong government push for healthier drinks options

Coca-Cola Singapore competes using aggressive marketing and product innovation

Product development focuses on reduced sugar variants

Reduced sugar reformulations expected to be the norm over forecast period

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Overview

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Table of Contents

Soft Drinks in Singapore

EXECUTIVE SUMMARY

Continuing decline for soft drinks due to health-consciousness

Strong government push for healthier drinks options

Coca-Cola Singapore competes using aggressive marketing and product innovation

Product development focuses on reduced sugar variants

Reduced sugar reformulations expected to be the norm over forecast period

MARKET DATA

APPENDIX

Fountain sales in Singapore

SOURCES

Asian Speciality Drinks in Singapore

HEADLINES

PROSPECTS

Asian speciality drinks fails to find sweet spot amongst consumers

Reduced sugar unlikely to garner favour with consumers

Consumers prefer freshly prepared Asian speciality drinks

COMPETITIVE LANDSCAPE

Yeo Hiap Seng retains dominance

Major players focus elsewhere

CATEGORY DATA

Bottled Water in Singapore

HEADLINES

PROSPECTS

Bottled water is soft drink of choice for health-conscious consumers

Still bottled water comprises bulk of bottled water

Despite appreciation of specific benefits functional water struggles

COMPETITIVE LANDSCAPE

F&N Ice Mountain strengthens lead of bottled water

Price promotions in attempt to gain share

CATEGORY DATA

Carbonates in Singapore

HEADLINES

PROSPECTS

Unhealthy perception drives down carbonates sales

Players need to look to alternative options to halt decline

Product innovation focuses on reduced sugar

COMPETITIVE LANDSCAPE

Coca-Cola Singapore sweetens deal with Stevia

Other brands to follow Coca-Cola’s lead in healthier carbonate offerings

PepsiCo attempts to keep pace with Coca-Cola

CATEGORY DATA

Concentrates in Singapore

HEADLINES

PROSPECTS

High sugar perception contributes to liquid concentrates’ decline

Powder concentrates loses out on convenience

Ongoing decline for powder format with outside competition

COMPETITIVE LANDSCAPE

Ribena retains leadership despite loss of share and decline

Concentrates remains idle

CATEGORY DATA

Concentrates Conversions

Energy Drinks in Singapore

HEADLINES

PROSPECTS

Energy drinks fails to receive boost from foreign blue-collar workers

Health-related features increasingly a positive factor

COMPETITIVE LANDSCAPE

Red Bull continues to charge ahead

Less energy from smaller brands amidst increased consolidation

CATEGORY DATA

Juice in Singapore