Health and Wellness in Singapore

Health and Wellness in Singapore
Euromonitor International
January 2021

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on health and wellness
COVID-19 country impact
Company response
Retailing shift
Foodservice vs retail split
What next for health and wellness?
MARKET DATA
Table 1 Sales of Health and Wellness by Type: Value 2015-2020
Table 2 Sales of Health and Wellness by Type: % Value Growth 2015-2020
Table 3 Sales of Health and Wellness by Category: Value 2015-2020
Table 4 Sales of Health and Wellness by Category: % Value Growth 2015-2020
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2015-2020
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2015-2020
Table 7 NBO Company Shares of Health and Wellness: % Value 2016-2020
Table 8 LBN Brand Shares of Health and Wellness: % Value 2017-2020
Table 9 Distribution of Health and Wellness by Format: % Value 2015-2020
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2020
Table 11 Forecast Sales of Health and Wellness by Type: Value 2020-2025
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2020-2025
Table 13 Forecast Sales of Health and Wellness by Category: Value 2020-2025
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2020-2025
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2020-2025
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
KEY DATA FINDINGS
2020 IMPACT
Limited new product development helps to slow growth during Coronavirus (COVID-19) crisis
Larger pack sizes and multipack formats are preferred for economy and convenience reasons as consumers stay at home
Reduced sugar instant coffee registers strong sales growth during COVID-19 as consumers replicate workplace drinking habits at home
RECOVERY AND OPPORTUNITIES
Constant emphasis on reducing sugar content set to lead to further reformulations of manufacturers' portfolios
Manufacturers are expected to seek synergies through sustainability to cater to an increasingly environmentally-conscious population
Coca-Cola Singapore Beverages set to continue to invest in new product development in BFY beverages to meet consumers' taste preferences and allay health concerns
CATEGORY DATA
Table 17 Sales of BFY Beverages by Category: Value 2015-2020
Table 18 Sales of BFY Beverages by Category: % Value Growth 2015-2020
Table 19 NBO Company Shares of BFY Beverages: % Value 2016-2020
Table 20 LBN Brand Shares of BFY Beverages: % Value 2017-2020
Table 21 Distribution of BFY Beverages by Format: % Value 2015-2020
Table 22 Forecast Sales of BFY Beverages by Category: Value 2020-2025
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Circuit breaker sees shift to larger pack sizes as impulse consumption occasions diminish for FF soft drinks, while stimulating consumption of FF hot drinks
FF fruit/vegetable juice and FF liquid concentrates continue to suffer from high in sugar perception, but remain popular as a treat or indulgence option during COVID-19
The leading players maintain their positions through high brand equity, channel ubiquity and adaptability in the face of COVID-19
RECOVERY AND OPPORTUNITIES
Energy drinks companies set to focus on added-value launches to widen the consumer base and prove robust in the face of market trends and shocks
Spike in sales of FF hot drinks predicted to be short-lived as consumers return to pre-COVID-19 foodservice and institutional habits
Manufacturers set to widen health and wellness aspects in the face of rising health awareness and stronger government regulation
CATEGORY DATA
Table 24 Sales of Fortified/Functional Beverages by Category: Value 2015-2020
Table 25 Sales of Fortified/Functional Beverages by Category: % Value Growth 2015-2020
Table 26 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2015-2020
Table 27 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2015-2020
Table 28 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2015-2020
Table 29 NBO Company Shares of Fortified/Functional Beverages: % Value 2016-2020
Table 30 LBN Brand Shares of Fortified/Functional Beverages: % Value 2017-2020
Table 31 Distribution of Fortified/Functional Beverages by Format: % Value 2015-2020
Table 32 Forecast Sales of Fortified/Functional Beverages by Category: Value 2020-2025
Table 33 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Home seclusion sees shift to larger pack sizes and away from impulse purchases in NH soft drinks while expanding consumption occasions for NH hot drinks
Fast development of NH RTD tea slows in 2020 as COVID-19 heightens economic concerns
The leading player Danone Asia Holdings continues to benefit from the demand for NH bottled water, although major players in fast-growing NH RTD tea gain ground
RECOVERY AND OPPORTUNITIES
NH RTD tea is expected to drive growth in NH beverages, yet wider innovation is required to offset approaching maturity
Companies set to explore potential synergies through sustainability to win over increasingly eco-conscious consumer base
Demand is set to polarise in the wake of COVID-19, with consumers looking for healthier, added-value drinks or basic, cheaper options
CATEGORY DATA
Table 34 Sales of NH Beverages by Category: Value 2015-2020
Table 35 Sales of NH Beverages by Category: % Value Growth 2015-2020
Table 36 NBO Company Shares of NH Beverages: % Value 2016-2020
Table 37 LBN Brand Shares of NH Beverages: % Value 2017-2020
Table 38 Distribution of NH Beverages by Format: % Value 2015-2020
Table 39 Forecast Sales of NH Beverages by Category: Value 2020-2025
Table 40 Forecast Sales of NH Beverages by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Heightened health awareness and channel shifts boost retail volume and value sales of organic tea and coffee during Coronavirus (COVID-19)
Wider product variety and distribution and added-value and health positioning increase interest in organic soft drinks among affluent consumers
COVID-19 influences polarisation in demand although more specific consumer preferences for coffee limit scope for shift to organic versions
RECOVERY AND OPPORTUNITIES
Organic tea players set to leverage health and wellness benefits like fat burning and detoxing to overtake organic coffee as main volume sales contributor
The competitive landscape is expected to be less fragmented as the presence of large players is set to grow in organic beverages in Singapore
E-commerce affords smaller players opportunities to build brands and establish consumer bases
CATEGORY DATA
Table 41 Sales of Organic Beverages by Category: Value 2015-2020
Table 42 Sales of Organic Beverages by Category: % Value Growth 2015-2020
Table 43 NBO Company Shares of Organic Beverages: % Value 2016-2020
Table 44 LBN Brand Shares of Organic Beverages: % Value 2017-2020
Table 45 Distribution of Organic Beverages by Format: % Value 2015-2020
Table 46 Forecast Sales of Organic Beverages by Category: Value 2020-2025
Table 47 Forecast Sales of Organic Beverages by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Faster retail sales growth in 2020 as measures to curb Coronavirus (COVID-19) lead to stockpiling and a shift towards healthier food
Some consumers return to familiar large brands to ensure supply, although shift to e-commerce and economic concerns also increase popularity of small brands
High price points and fewer impulse snacking occasions limit sales growth for reduced salt and fat savoury snacks
RECOVERY AND OPPORTUNITIES
Maturity and less room for further innovation is set to see BFY reduced sugar post slower retail value growth than its reduced fat and salt counterparts
Channel ubiquity on the horizon as both product variety and distribution expand for BFY packaged food
Competitive pricing remains an important success factor as premiumisation is set to accelerate in BFY packaged food
CATEGORY DATA
Table 48 Sales of BFY Packaged Food by Category: Value 2015-2020
Table 49 Sales of BFY Packaged Food by Category: % Value Growth 2015-2020
Table 50 NBO Company Shares of BFY Packaged Food: % Value 2016-2020
Table 51 LBN Brand Shares of BFY Packaged Food: % Value 2017-2020
Table 52 Distribution of BFY Packaged Food by Format: % Value 2015-2020
Table 53 Forecast Sales of BFY Packaged Food by Category: Value 2020-2025
Table 54 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Rising acceptance of plant-based meat boosts free from meat sales as healthy eating trend grows during Coronavirus (COVID-19) crisis
Consumers look to free from dairy milk for high-nutrient healthier alternatives as COVID-19 heightens health awareness
Free from lactose and free from dairy yoghurts gain shelf space in modern grocery channels as COVID-19 intensifies interest in healthier food alternatives
RECOVERY AND OPPORTUNITIES
Growing array of non-soy free from meat products crosses format, taste, preparation and technology boundaries to add dynamism to the category
Mass producers of free from dairy milk look to extend the shelf life and nutrient retention of their products to resist growing competition from artisanal rivals
Fast-developing e-commerce may become the first choice of consumers seeking convenient, safe and reliable shopping options
CATEGORY DATA
Table 55 Sales of Free From by Category: Value 2015-2020
Table 56 Sales of Free From by Category: % Value Growth 2015-2020
Table 57 NBO Company Shares of Free From: % Value 2016-2020
Table 58 LBN Brand Shares of Free From: % Value 2017-2020
Table 59 Distribution of Free From by Format: % Value 2015-2020
Table 60 Forecast Sales of Free From by Category: Value 2020-2025
Table 61 Forecast Sales of Free From by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Coronavirus (COVID-19) spikes the demand for FF packaged food as consumers seek nutrient-packed products to improve health
FF probiotic yoghurt benefits from immunity perception and transfer of on-trade yoghurt shake trend to the home during the pandemic
Players active in staples or perceived essential categories tend to perform well in 2020 as home seclusion increases retail sales and at-home consumption
RECOVERY AND OPPORTUNITIES
The pace of retail sales growth in FF yoghurt is expected to slow as the fad for yoghurt shakes is volatile and consumers return to foodservice consumption
Retail sales of FF milk formula are set to fall as COVID-19 stockpiling, the breastfeeding trend and a falling birth rate hamper demand
FF bread is expected to lose some volume sales to artisanal bread, although the use of healthier ingredients is set to increase unit prices and drive value growth
CATEGORY DATA
Table 62 Sales of Fortified/Functional Packaged Food by Category: Value 2015-2020
Table 63 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2015-2020
Table 64 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2015-2020
Table 65 Key Functional Ingredients in Fortified/Functional Bread: % Value 2015-2020
Table 66 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2015-2020
Table 67 Key Functional Ingredients in Fortified/Functional Milk: % Value 2015-2020
Table 68 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2015-2020
Table 69 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2015-2020
Table 70 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2016-2020
Table 71 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2017-2020
Table 72 LBN Brand Shares of Fortified/Functional Bread: % Value 2017-2020
Table 73 Distribution of Fortified/Functional Packaged Food by Format: % Value 2015-2020
Table 74 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2020-2025
Table 75 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Consumers look to staples like NH rice and high fibre bread to cover higher at-home consumption needs due to home seclusion during Coronavirus (COVID-19)
Seng Hua Hng Foodstuffs comes under pressure as players active in essential categories benefit from spikes in demand during the pandemic
NH packaged food sees significant channel shifts during the pandemic as consumers move towards close to home stores and convenient and safe e-commerce
RECOVERY AND OPPORTUNITIES
Strong presence of staples offers growth opportunities as consumers seek healthier versions of daily-use products
Low innovation and strong competition from fresh fruit set to continue to limit the market size for NH fruit snacks
Channel shift to e-commerce expected to prove robust as large players seek to widen their net and smaller players try to establish a stronger foothold
CATEGORY DATA
Table 76 Sales of NH Packaged Food by Category: Value 2015-2020
Table 77 Sales of NH Packaged Food by Category: % Value Growth 2015-2020
Table 78 NBO Company Shares of NH Packaged Food: % Value 2016-2020
Table 79 LBN Brand Shares of NH Packaged Food: % Value 2017-2020
Table 80 Distribution of NH Packaged Food by Format: % Value 2015-2020
Table 81 Forecast Sales of NH Packaged Food by Category: Value 2020-2025
Table 82 Forecast Sales of NH Packaged Food by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Organic products benefit from the consumer search for healthier food during the pandemic, although higher price points continue to limit the market size
Relatively high awareness and availability and the growing presence of smaller players help organic rice to post the fastest absolute retail value growth in 2020
Lam Soon Singapore leverages wide portfolio and distribution to retain leading position, but loses value share as the penetration of smaller players increases
RECOVERY AND OPPORTUNITIES
Room for further growth in organic packaged food, although a wider variety of players and products and lower prices are required for category take off
Increasing interest in high convenience, contactless shopping is set to lure broader consumer base to e-commerce for organic packaged food
Strategies based on lower price points and wider distribution are essential for organic packaged food to move towards the mainstream
CATEGORY DATA
Table 83 Sales of Organic Packaged Food by Category: Value 2015-2020
Table 84 Sales of Organic Packaged Food by Category: % Value Growth 2016-2020
Table 85 NBO Company Shares of Organic Packaged Food: % Value 2016-2020
Table 86 LBN Brand Shares of Organic Packaged Food: % Value 2017-2020
Table 87 Distribution of Organic Packaged Food by Format: % Value 2015-2020
Table 88 Forecast Sales of Organic Packaged Food by Category: Value 2020-2025
Table 89 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2020-2025