Yoghurt and Sour Milk Products in Singapore

PROSPECTS

Rising interest in high protein yoghurt

Greek and Greek-style yoghurt sales continued to grow throughout the review period. Demand for Greek yoghurt among health-conscious consumers is being fuelled by the trend towards lower carbohydrates and higher protein products.

Rising demand for wider variety of healthy products

With growing health consciousness in Singapore, demand for yoghurt is increasing. However, different yoghurt brands have different positioning.

Growing focus on healthy positioning

Moving forward, more companies are expected to position their products as aiding digestion and target health enthusiasts. This trend was already observed during the review period with the release of the Meiji Bulgarian Yoghurt line in 2016.

COMPETITIVE LANDSCAPE

Yakult continues to lead sales

Yakult remains the leading player in yoghurt and sour milk. The brand has been long established in Singapore, with consumer awareness and loyalty helping Yakult to maintain its position in Singapore.

Focus on innovative marketing and promotions to attract consumers

To maintain its sales share, Yakult continuously implements marketing strategies to maintain and improve brand awareness through various channels, including social media, sport and health events sponsorship and collaboration with influencers and organisations. The appointment of a new brand ambassador for Yakult in 2018 and collaboration with the Singapore Swimming Association helped Yakult widen and maintain brand awareness among consumers.

Shift towards nut protein

Other alternatives such as non-dairy yoghurt produced from coconut and almond milk are starting to enter the area. According to Euromonitor International Economic and Consumer research, the number of vegetarians in Singapore is growing, reaching 7% of Singapore’s population in 2017.

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