PROSPECTS AND OPPORTUNITIES
Premiumisation expected to remain a consistent trend in milk formula
Sales of baby food are expected to see steady retail value growth (at constant 2025 prices) over the forecast period. Growing-up milk formula is expected to remain the largest category in terms of retail value sales, with growth primarily being driven by values gains with volume sales set to decline as a result of an ongoing decline in Singapore’s birth rate.
Safety a key concern for local consumers
Popular media articles highlighting the presence of lead and other chemicals at potentially harmful levels in baby milk formula has made the rounds in 2025. This has triggered concern among some consumers in Singapore and it is likely to affect consumer confidence.
Digital advancements expected within the marketing and distribution of baby food
Digital marketing is expected to play a bigger role in baby food over the forecast period as consumers spend an increasing amount of their free time online. Reckitt collaborated with Grab Ads towards the end of 2024 to leverage Grab consumer data to deliver targeted marketing for its products, including its range of baby food.
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Overview:
Understand the latest market trends and future growth opportunities for the Baby Food industry in Singapore with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Baby Food industry in Singapore, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Baby Food in Singapore report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Baby Food in Singapore?
- Which are the leading brands in Baby Food in Singapore?
- How are products distributed in Baby Food in Singapore?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Baby Food?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Singapore?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Baby Food in Singapore - Category analysis
KEY DATA FINDINGS
Baby food sees steady gains in 2025 despite falling birth rates
Abbott Laboratories leads while Nestlé invests in innovation to make gains
Supermarkets continues to lose share to e-commerce in 2025
Premiumisation expected to remain a consistent trend in milk formula
Safety a key concern for local consumers
Digital advancements expected within the marketing and distribution of baby food
Dairy Products and Alternatives in Singapore - Industry Overview
Dairy products and alternatives in 2025: The big picture
Key trends in 2025
Competitive Landscape
Channel developments
What next for dairy products and alternatives?
DISCLAIMER
The following categories and subcategories are included:
Baby Food
- Dried Baby Food
- Prepared Baby Food
- Other Baby Food
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- Liquid Standard Milk Formula
- Powder Standard Milk Formula
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- Liquid Follow-on Milk Formula
- Powder Follow-on Milk Formula
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- Liquid Growing-Up Milk Formula
- Powder Growing-Up Milk Formula
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- Liquid Special Baby Milk Formula
- Powder Special Baby Milk Formula
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Baby Food
This is the aggregation of milk formula, prepared, dried and other baby food.
See all of our definitionsWhy 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 report originates from Passport, our Baby Food research and analysis database.
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