Soft Drinks in Singapore

Soft Drinks in Singapore

EXECUTIVE SUMMARY

COVID-19 impact on soft drinks

COVID-19 country impact

Company response

Retailing shift

Foodservice vs retail split

What next for soft drinks?

Chart 1 Soft Drinks Off-Trade Volume Sales Growth Scenarios: 2018-2025
Chart 2 Soft Drinks On-Trade Volume Sales Growth Scenarios: 2018-2025
Chart 3 Soft Drinks Impact of Drivers on Off-Trade Volume Sales: 2017-2025
Chart 4 Soft Drinks Impact of Drivers on On-Trade Volume Sales: 2017-2025

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2015-2020
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2015-2020
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2015-2020
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2015-2020
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2019
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2019
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2019
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2019
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2015-2020
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2015-2020
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2015-2020
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2015-2020
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2015-2020
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2015-2020
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2016-2020
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2020
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2016-2020
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2017-2020
Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2015-2020
Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2015-2020
Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2015-2020
Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2020
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2020-2025
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2020-2025
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2020-2025
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2020-2025
Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2020-2025
Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2020-2025
Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2020-2025
Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2020-2025
Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2020-2025
Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2020-2025

APPENDIX

Fountain sales in Singapore

Trends

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Carbonates in Singapore

KEY DATA FINDINGS

2020 IMPACT

The decline in carbonates slows as consumers look for treats to cope with the effects of the Coronavirus (COVID-19) pandemic

Growing acceptance of low and zero sugar options leaves low calorie cola carbonates as the only growth driver in retail volume terms

Move towards larger pack sizes and multipacks for convenience and economy reasons lowers the average unit price and hurts value sales in the retail channel

RECOVERY AND OPPORTUNITIES

Impending multi-grade labelling regulation set to motivate non-cola carbonates players to extend and diversify their portfolios to avoid advertising ban

Sustainability could help manufacturers to empower brands and gain the trust of an increasingly environmentally-aware consumer base

Bigger brands benefit from wider portfolios, higher visibility and familiarity to consolidate their positions in an uncertain business environment

CATEGORY DATA

Table 33 Off-trade vs On-trade Sales of Carbonates: Volume 2015-2020
Table 34 Off-trade vs On-trade Sales of Carbonates: Value 2015-2020
Table 35 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2015-2020
Table 36 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2015-2020
Table 37 Off-trade Sales of Carbonates by Category: Volume 2015-2020
Table 38 Off-trade Sales of Carbonates by Category: Value 2015-2020
Table 39 Off-trade Sales of Carbonates by Category: % Volume Growth 2015-2020
Table 40 Off-trade Sales of Carbonates by Category: % Value Growth 2015-2020
Table 41 Total Sales of Carbonates by Fountain On-trade: Volume 2015-2020
Table 42 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2015-2020
Table 43 NBO Company Shares of Off-trade Carbonates: % Volume 2016-2020
Table 44 LBN Brand Shares of Off-trade Carbonates: % Volume 2017-2020
Table 45 NBO Company Shares of Off-trade Carbonates: % Value 2016-2020
Table 46 LBN Brand Shares of Off-trade Carbonates: % Value 2017-2020
Table 47 Forecast Off-trade Sales of Carbonates by Category: Volume 2020-2025
Table 48 Forecast Off-trade Sales of Carbonates by Category: Value 2020-2025
Table 49 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2020-2025
Table 50 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2020-2025
Table 51 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2020-2025
Table 52 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2020-2025

Juice in Singapore

KEY DATA FINDINGS

2020 IMPACT

Consumer demand for refreshing, immunity boosting drinks during at-home work and study breaks slows the decline in retail sales

Naturally low sugar coconut water fits with health trend to remain the only growth category in juice

Malaysia Dairy Industries leverages strong brand equity, a diverse portfolio and wide distribution to capture consumers looking for familiar and trusted products during COVID-19

RECOVERY AND OPPORTUNITIES

Preference for sweet juice may see players focus more on nutrients to drive value over volume in the forecast period

Smaller players increasingly look to e-commerce to increase visibility, raise their profile and compete with large rivals

Manufacturers to respond to multi-grade labelling regulation with new product development to remain competitive in 100% juice

CATEGORY DATA

Table 53 Off-trade Sales of Juice by Category: Volume 2015-2020
Table 54 Off-trade Sales of Juice by Category: Value 2015-2020
Table 55 Off-trade Sales of Juice by Category: % Volume Growth 2015-2020
Table 56 Off-trade Sales of Juice by Category: % Value Growth 2015-2020
Table 57 Leading Flavours for Off-trade 100% Juice: % Volume 2015-2020
Table 58 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume 2015-2020
Table 59 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2015-2020
Table 60 NBO Company Shares of Off-trade Juice: % Volume 2016-2020
Table 61 LBN Brand Shares of Off-trade Juice: % Volume 2017-2020
Table 62 NBO Company Shares of Off-trade Juice: % Value 2016-2020
Table 63 LBN Brand Shares of Off-trade Juice: % Value 2017-2020
Table 64 Forecast Off-trade Sales of Juice by Category: Volume 2020-2025
Table 65 Forecast Off-trade Sales of Juice by Category: Value 2020-2025
Table 66 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2020-2025
Table 67 Forecast Off-trade Sales of Juice by Category: % Value Growth 2020-2025

Bottled Water in Singapore

KEY DATA FINDINGS

2020 IMPACT

Foodservice slow to recover from circuit breaker as consumers prefer alternative sources of water for economic and health reasons

Bottled water volume sales improve during COVID-19 as convenience and safety are prioritised, although sustainability concerns continue to threaten the category

Larger pack sizes and multipacks are preferred as the circuit breaker reduces on-the-go consumption occasions

RECOVERY AND OPPORTUNITIES

COVID-19 set to polarise demand between high-volume and premium options as consumers respond to health and economic trends

E-commerce offers players a newer and expanding sales avenue while heightening the appeal of large pack sizes

Rising health awareness set to pique greater interest in bottled water as an alternative to sugar laden soft drinks

CATEGORY DATA

Table 68 Off-trade Sales of Bottled Water by Category: Volume 2015-2020
Table 69 Off-trade Sales of Bottled Water by Category: Value 2015-2020
Table 70 Off-trade Sales of Bottled Water by Category: % Volume Growth 2015-2020
Table 71 Off-trade Sales of Bottled Water by Category: % Value Growth 2015-2020
Table 72 NBO Company Shares of Off-trade Bottled Water: % Volume 2016-2020
Table 73 LBN Brand Shares of Off-trade Bottled Water: % Volume 2017-2020
Table 74 NBO Company Shares of Off-trade Bottled Water: % Value 2016-2020
Table 75 LBN Brand Shares of Off-trade Bottled Water: % Value 2017-2020
Table 76 Forecast Off-trade Sales of Bottled Water by Category: Volume 2020-2025
Table 77 Forecast Off-trade Sales of Bottled Water by Category: Value 2020-2025
Table 78 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2020-2025
Table 79 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2020-2025

Sports Drinks in Singapore

KEY DATA FINDINGS

2020 IMPACT

Repositioning sports drinks as daily hydration options supports some volume growth as the circuit breaker reduces consumption occasions

Consumers turn to larger pack sizes and multipacks during the pandemic for convenience and economy reasons

F&N Foods repositions and redirects its offer to broaden the potential consumer base and offset the slump in on-trade sales during COVID-19

RECOVERY AND OPPORTUNITIES

More balanced positioning and marketing required to push everyday consumption and broaden the consumer base

Healthy lifestyle trend offers growth opportunities for reduced and no sugar variants in terms of sales and assortments

New product developments in sports drinks need to balance government regulation with a consumer preference for sweetness to lure consumers

CATEGORY DATA

Table 80 Off-trade Sales of Sports Drinks: Volume 2015-2020
Table 81 Off-trade Sales of Sports Drinks: Value 2015-2020
Table 82 Off-trade Sales of Sports Drinks: % Volume Growth 2015-2020
Table 83 Off-trade Sales of Sports Drinks: % Value Growth 2015-2020
Table 84 NBO Company Shares of Off-trade Sports Drinks: % Volume 2016-2020
Table 85 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2017-2020
Table 86 NBO Company Shares of Off-trade Sports Drinks: % Value 2016-2020
Table 87 LBN Brand Shares of Off-trade Sports Drinks: % Value 2017-2020
Table 88 Forecast Off-trade Sales of Sports Drinks: Volume 2020-2025
Table 89 Forecast Off-trade Sales of Sports Drinks: Value 2020-2025
Table 90 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2020-2025
Table 91 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2020-2025

Energy Drinks in Singapore

KEY DATA FINDINGS

2020 IMPACT

Disruption to construction and the supply of construction workers slows growth in energy drinks

Reduced and no sugar variants enjoy wider distribution and acceptance as consumers seek alternatives to sugar laden drinks

TC Pharmaceutical Industry appeals to health-conscious and younger audiences to avoid maturity and consolidate dominance

RECOVERY AND OPPORTUNITIES

Reduced sugar variants is the industry’s answer to the government’s “War on Sugar”

Energy drinks companies look to premium solutions to drive value in the category

Repositioning set to play an important role in promoting wider consumption occasions for a wider audience

CATEGORY DATA

Table 92 Off-trade Sales of Energy Drinks: Volume 2015-2020
Table 93 Off-trade Sales of Energy Drinks: Value 2015-2020
Table 94 Off-trade Sales of Energy Drinks: % Volume Growth 2015-2020
Table 95 Off-trade Sales of Energy Drinks: % Value Growth 2015-2020
Table 96 NBO Company Shares of Off-trade Energy Drinks: % Volume 2016-2020
Table 97 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2017-2020
Table 98 NBO Company Shares of Off-trade Energy Drinks: % Value 2016-2020
Table 99 LBN Brand Shares of Off-trade Energy Drinks: % Value 2017-2020
Table 100 Forecast Off-trade Sales of Energy Drinks: Volume 2020-2025
Table 101 Forecast Off-trade Sales of Energy Drinks: Value 2020-2025
Table 102 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2020-2025
Table 103 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2020-2025

Concentrates in Singapore

KEY DATA FINDINGS

2020 IMPACT

Demand falls at a slower pace as home seclusion increases appeal of economic and convenient liquid concentrates

Diversified portfolios, high brand visibility and familiarity help larger liquid concentrates brands to consolidate leading positions

Fewer consumption occasions and stiff competition continue to shrink powder concentrates in Singapore

RECOVERY AND OPPORTUNITIES

Government labelling regulation and rising health awareness urge innovation to offer healthier options to consumers

E-commerce could increase visibility and reach to help brands remain competitive in a shrinking category

Flexibility of choice and environmental benefits set to see manufacturers and consumers increase their focus on smaller packs

CATEGORY DATA

Concentrates Conversions

Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 104 Off-trade Sales of Concentrates (RTD) by Category: Volume 2015-2020
Table 105 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2015-2020
Table 106 Off-trade Sales of Concentrates by Category: Value 2015-2020
Table 107 Off-trade Sales of Concentrates by Category: % Value Growth 2015-2020
Table 108 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2016-2020
Table 109 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2017-2020
Table 110 NBO Company Shares of Off-trade Concentrates: % Value 2016-2020
Table 111 LBN Brand Shares of Off-trade Concentrates: % Value 2017-2020
Table 112 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2016-2020
Table 113 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2017-2020
Table 114 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2016-2020
Table 115 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2017-2020
Table 116 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2020-2025
Table 117 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2020-2025
Table 118 Forecast Off-trade Sales of Concentrates by Category: Value 2020-2025
Table 119 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2020-2025

RTD Tea in Singapore

KEY DATA FINDINGS

2020 IMPACT

Wide and diverse offer retains demand for still RTD tea although foodservice closures and home seclusion slow growth

Consumers turn to large pack sizes as the circuit breaker fosters home seclusion and reduces on-the-go consumption occasions

RTD tea set to benefit from the resumption of new launches as phase three of reopening increases manufacturer and consumer confidence

RECOVERY AND OPPORTUNITIES

Players look beyond reduced sugar to other forms of innovation and product development to gain a competitive edge

Manufacturers to allay growing environmental concerns through the use of renewable materials and recycling initiatives

Diverse portfolios and channel ubiquity support preference for large familiar brands

CATEGORY DATA

Table 120 Off-trade Sales of RTD Tea by Category: Volume 2015-2020
Table 121 Off-trade Sales of RTD Tea by Category: Value 2015-2020
Table 122 Off-trade Sales of RTD Tea by Category: % Volume Growth 2015-2020
Table 123 Off-trade Sales of RTD Tea by Category: % Value Growth 2015-2020
Table 124 Leading Flavours for Off-trade RTD Tea: % Volume 2015-2020
Table 125 NBO Company Shares of Off-trade RTD Tea: % Volume 2016-2020
Table 126 LBN Brand Shares of Off-trade RTD Tea: % Volume 2017-2020
Table 127 NBO Company Shares of Off-trade RTD Tea: % Value 2016-2020
Table 128 LBN Brand Shares of Off-trade RTD Tea: % Value 2017-2020
Table 129 Forecast Off-trade Sales of RTD Tea by Category: Volume 2020-2025
Table 130 Forecast Off-trade Sales of RTD Tea by Category: Value 2020-2025
Table 131 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2020-2025
Table 132 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2020-2025

RTD Coffee in Singapore

KEY DATA FINDINGS

2020 IMPACT

Shift to at-home working and studying boosts demand for RTD coffee as consumers seek quick and convenient caffeine boost

Some polarisation in demand as consumers look for healthier and indulgence or generic, affordable products

Diverse portfolios and distribution strength help the leading players consolidate their leading positions during COVID-19

RECOVERY AND OPPORTUNITIES

Return to work, study and social norms set to dampen sales of RTD coffee, although on-the-go demand is likely to grow

Impending multi-grade labelling regulation urges manufacturers to reformulate their products

Lower price points for premium variants and wider distribution are essential for players looking to raise awareness and create growth opportunities

CATEGORY DATA

Table 133 Off-trade Sales of RTD Coffee: Volume 2015-2020
Table 134 Off-trade Sales of RTD Coffee: Value 2015-2020
Table 135 Off-trade Sales of RTD Coffee: % Volume Growth 2015-2020
Table 136 Off-trade Sales of RTD Coffee: % Value Growth 2015-2020
Table 137 NBO Company Shares of Off-trade RTD Coffee: % Volume 2016-2020
Table 138 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2017-2020
Table 139 NBO Company Shares of Off-trade RTD Coffee: % Value 2016-2020
Table 140 LBN Brand Shares of Off-trade RTD Coffee: % Value 2017-2020
Table 141 Forecast Off-trade Sales of RTD Coffee: Volume 2020-2025
Table 142 Forecast Off-trade Sales of RTD Coffee: Value 2020-2025
Table 143 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2020-2025
Table 144 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2020-2025

Asian Speciality Drinks in Singapore

KEY DATA FINDINGS

2020 IMPACT

Lack of innovation underpins ongoing decline in Asian speciality drinks, although desire for an occasional treat during COVID-19 creates some demand

Yeo Hiap Seng leverages strong brand equity and promotion to stay ahead of the field

RECOVERY AND OPPORTUNITIES

New strategies required to maintain the relevance of Asian speciality drinks in a changing landscape

The main players are expected to focus on healthier and better performing categories at the expense of investment in Asian speciality drinks

CATEGORY DATA

Table 145 Off-trade Sales of Asian Speciality Drinks: Volume 2015-2020
Table 146 Off-trade Sales of Asian Speciality Drinks: Value 2015-2020
Table 147 Off-trade Sales of Asian Speciality Drinks: % Volume Growth 2015-2020
Table 148 Off-trade Sales of Asian Speciality Drinks: % Value Growth 2015-2020
Table 149 NBO Company Shares of Off-trade Asian Speciality Drinks: % Volume 2016-2020
Table 150 LBN Brand Shares of Off-trade Asian Speciality Drinks: % Volume 2017-2020
Table 151 NBO Company Shares of Off-trade Asian Speciality Drinks: % Value 2016-2020
Table 152 LBN Brand Shares of Off-trade Asian Speciality Drinks: % Value 2017-2020
Table 153 Forecast Off-trade Sales of Asian Speciality Drinks: Volume 2020-2025
Table 154 Forecast Off-trade Sales of Asian Speciality Drinks: Value 2020-2025
Table 155 Forecast Off-trade Sales of Asian Speciality Drinks: % Volume Growth 2020-2025
Table 156 Forecast Off-trade Sales of Asian Speciality Drinks: % Value Growth 2020-2025

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