PROSPECTS AND OPPORTUNITIES
Consumer interest in beer to remain high with greater brand engagement expected
Over the forecast period, total volume sales of beer in Singapore are set to record a 3% CAGR, reaching 155 million litres. This growth will be underpinned by continued innovation, a rising interest in craft beer, non/low alcohol beer, and sustained investment in brand engagement and premiumisation.
Premiumisation will be at the forefront of brand strategy
Premiumisation is expected to remain a key trend for beer in Singapore over the forecast period, driven by rising consumer demand for refined taste profiles, artisanal quality, and culturally resonant experiences. Carlsberg’s launch of Special Brew in Singapore exemplifies this strategic push, with the product marketed as a premium strong beer featuring a sweet malty flavour and a hint of cognac, catering to consumers seeking richer, more refined drinking experiences.
Innovation to reshape consumer engagement and brand differentiation
Innovation is set to be a key driver of performance for beer over the forecast period, as brands increasingly leverage flavour experimentation, packaging design, and experiential marketing to stand out in a competitive and trend-sensitive environment. While mainstream beer consumption is expected to remain stable, brands that introduce distinctive flavour profiles or elevated experiences will see stronger engagement, particularly among younger consumers seeking novelty, cultural relevance, and visual appeal.
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Overview:
Understand the latest market trends and future growth opportunities for the Beer 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.
If you're in the Beer 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 Beer 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 Beer in Singapore?
- Where is consumer demand for Beer focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Singapore?
- How are products distributed in Singapore?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Beer in Singapore - Category analysis
KEY DATA FINDINGS
Beer volume sales marginally rise, in line with improved consumer spending
Asia Pacific Breweries retains strong leadership of beer
Supermarkets remains dominant distribution channel for beer
Consumer interest in beer to remain high with greater brand engagement expected
Premiumisation will be at the forefront of brand strategy
Innovation to reshape consumer engagement and brand differentiation
Lager price band methodology
Alcoholic Drinks in Singapore - Industry Overview
Alcoholic drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
On-trade vs off-trade split
What next for alcoholic drinks?
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
TAXATION AND DUTY LEVIES
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
DISCLAIMER
The following categories and subcategories are included:
Beer
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
- Non Alcoholic Beer
- Stout
Beer
An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.
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 Beer research and analysis database.
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