Executive Summary

Jan 2019
PROSPECTS
Supermarket growth in Singapore remains strong, despite various pressures

Despite sluggish performance in 2018 due to weak consumer sentiment and the initial hype around online grocery retailing, supermarkets are poised to be the fastest growing format in the years to come as they maintain a strong foothold in grocery retailing, in spite of threats from multiple sources. Having increasingly become a multi-purpose, “one-stop shop” in Singapore, supermarkets have scored with local consumers by operating 24 hours, expanding their product ranges, offering cheaper prices, and embracing omnichannel retailing, without cannibalising physical store sales.

Supermarkets steal convenience stores’ unique selling point

The growth of supermarket outlets and their value sales need not necessarily mean a decline in convenience store figures, although this is currently the case in Singapore. A recent trend seen in Singapore, in addition to the regular expansion of supermarkets, is the opening of smaller supermarkets in residential areas.

Not all omnichannel concepts fly well with supermarkets in Singapore

Although there is much hype around omnichannel retailing, some omnichannel concepts failed to take-off in 2018. For example, while the concept of showrooming, where physical stores are used to display product ranges for consumers who later purchase the items online, may be a success for bulk purchases, in the bigger scheme of retailing it is not expected to be a hit in supermarkets because of the huge range of grocery items they carry.

COMPETITIVE LANDSCAPE
NTUC FairPrice and Sheng Siong supermarkets maintain strong position

NTUC FairPrice remains the leading supermarket chain in Singapore due to the remarkable performance of its FairPrice and FairPrice Finest brands. The increase in value sales for FairPrice is not surprising given recent pro-activeness in expanding the offering of Tesco products, with more of a focus on fresh produce, and efforts to win over price-conscious consumers from shopping in other supermarkets.

Dairy Farm International sales hit by intense competition

Only two of four Dairy Farm International supermarkets (Giant supermarket and Cold Storage) saw a major drop in value sales in 2018, continuing the trend of recent years. Online competition has impacted both supermarkets, with Cold Storage not being able to cope with the premium options offered by other online retailers and Giant supermarkets seeing a lack of sales due to the growing popularity of buying non-grocery and bulky items online.

Sales limited by poor marketing

On an individual basis, Cold Storage is bearing the brunt of not only consumers’ increasing price consciousness, but also a lack of awareness of the premium quality of Cold Storage products. Dairy Farm believes that this lack of awareness can be attributed to the company’s inadequate communication and marketing of product quality.

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Supermarkets in Singapore

Overview

Discover the latest market trends and uncover sources of future market growth for the Supermarkets 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 Supermarkets industry in Singapore, our research will save you time and money while empowering you to make informed, profitable decisions.

The Supermarkets in Singapore market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed market shares for international and locally-based retailers
  • Historic number of stores, selling space and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Supermarkets in Singapore?
  • How are supermarkets being affected by the growth of other grocery channels?
  • Are supermarket operators moving into other grocery channels?

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 Retailing market research database.

Supermarkets in Singapore - Category analysis

HEADLINES

PROSPECTS

Supermarket growth in Singapore remains strong, despite various pressures
Supermarkets steal convenience stores’ unique selling point
Not all omnichannel concepts fly well with supermarkets in Singapore

COMPETITIVE LANDSCAPE

NTUC FairPrice and Sheng Siong supermarkets maintain strong position
Dairy Farm International sales hit by intense competition
Sales limited by poor marketing

CHANNEL DATA

Table 1 Supermarkets: Value Sales, Outlets and Selling Space 2013-2018
Table 2 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 3 Supermarkets GBO Company Shares: % Value 2014-2018
Table 4 Supermarkets GBN Brand Shares: % Value 2015-2018
Table 5 Supermarkets LBN Brand Shares: Outlets 2015-2018
Table 6 Supermarkets LBN Brand Shares: Selling Space 2015-2018
Table 7 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 8 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023

Retailing in Singapore - Industry Overview

EXECUTIVE SUMMARY

Retail headwinds in 2018 but consumer demand constantly changing
Value-added services and experiential elements keep physical stores alive
Time-poor Singaporeans valuing convenience more than ever
Singaporeans becoming increasingly ardent cross-border online shoppers
Mobile commerce comes to dominate retailing landscape in Singapore

OPERATING ENVIRONMENT

Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type
Physical retail landscape
Cash and carry
Seasonality
Great Singapore Sale
Christmas and New Year
Black Friday
Single’s Day
Payments and delivery
Emerging business models

MARKET DATA

Table 9 Sales in Retailing by Store-based vs Non-Store: Value 2013-2018
Table 10 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2013-2018
Table 11 Sales in Store-based Retailing by Channel: Value 2013-2018
Table 12 Sales in Store-based Retailing by Channel: % Value Growth 2013-2018
Table 13 Store-based Retailing Outlets by Channel: Units 2013-2018
Table 14 Store-based Retailing Outlets by Channel: % Unit Growth 2013-2018
Table 15 Sales in Non-Store Retailing by Channel: Value 2013-2018
Table 16 Sales in Non-Store Retailing by Channel: % Value Growth 2013-2018
Table 17 Grocery Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 18 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 19 Sales in Grocery Retailers by Channel: Value 2013-2018
Table 20 Sales in Grocery Retailers by Channel: % Value Growth 2013-2018
Table 21 Grocery Retailers Outlets by Channel: Units 2013-2018
Table 22 Grocery Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 23 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2013-2018
Table 24 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 25 Sales in Non-Grocery Specialists by Channel: Value 2013-2018
Table 26 Sales in Non-Grocery Specialists by Channel: % Value Growth 2013-2018
Table 27 Non-Grocery Specialists Outlets by Channel: Units 2013-2018
Table 28 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2013-2018
Table 29 Mixed Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 30 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 31 Sales in Mixed Retailers by Channel: Value 2013-2018
Table 32 Sales in Mixed Retailers by Channel: % Value Growth 2013-2018
Table 33 Mixed Retailers Outlets by Channel: Units 2013-2018
Table 34 Mixed Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 35 Retailing GBO Company Shares: % Value 2014-2018
Table 36 Retailing GBN Brand Shares: % Value 2015-2018
Table 37 Store-based Retailing GBO Company Shares: % Value 2014-2018
Table 38 Store-based Retailing GBN Brand Shares: % Value 2015-2018
Table 39 Store-based Retailing LBN Brand Shares: Outlets 2015-2018
Table 40 Non-Store Retailing GBO Company Shares: % Value 2014-2018
Table 41 Non-Store Retailing GBN Brand Shares: % Value 2015-2018
Table 42 Grocery Retailers GBO Company Shares: % Value 2014-2018
Table 43 Grocery Retailers GBN Brand Shares: % Value 2015-2018
Table 44 Grocery Retailers LBN Brand Shares: Outlets 2015-2018
Table 45 Grocery Retailers LBN Brand Shares: Selling Space 2015-2018
Table 46 Non-Grocery Specialists GBO Company Shares: % Value 2014-2018
Table 47 Non-Grocery Specialists GBN Brand Shares: % Value 2015-2018
Table 48 Non-Grocery Specialists LBN Brand Shares: Outlets 2015-2018
Table 49 Non-Grocery Specialists LBN Brand Shares: Selling Space 2015-2018
Table 50 Mixed Retailers GBO Company Shares: % Value 2014-2018
Table 51 Mixed Retailers GBN Brand Shares: % Value 2015-2018
Table 52 Mixed Retailers LBN Brand Shares: Outlets 2015-2018
Table 53 Mixed Retailers LBN Brand Shares: Selling Space 2015-2018
Table 54 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2018-2023
Table 55 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2018-2023
Table 56 Forecast Sales in Store-based Retailing by Channel: Value 2018-2023
Table 57 Forecast Sales in Store-based Retailing by Channel: % Value Growth 2018-2023
Table 58 Forecast Store-based Retailing Outlets by Channel: Units 2018-2023
Table 59 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2018-2023
Table 60 Forecast Sales in Non-Store Retailing by Channel: Value 2018-2023
Table 61 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2018-2023
Table 62 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 63 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 64 Forecast Sales in Grocery Retailers by Channel: Value 2018-2023
Table 65 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2018-2023
Table 66 Forecast Grocery Retailers Outlets by Channel: Units 2018-2023
Table 67 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
Table 68 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 69 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 70 Forecast Sales in Non-Grocery Specialists by Channel: Value 2018-2023
Table 71 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2018-2023
Table 72 Forecast Non-Grocery Specialists Outlets by Channel: Units 2018-2023
Table 73 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2018-2023
Table 74 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 75 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 76 Forecast Sales in Mixed Retailers by Channel: Value 2018-2023
Table 77 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2018-2023
Table 78 Forecast Mixed Retailers Outlets by Channel: Units 2018-2023
Table 79 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources