PROSPECTS AND OPPORTUNITIES
Modest growth outlook for drinking milk products due to the maturity of the category
Sales of drinking milk products are expected to see slow but stable growth in value terms (at constant 2025 prices) over the forecast period, reflecting the category’s maturity and saturation. Fresh milk will continue to dominate the category, driven by its entrenched role in daily consumption and its perception as a healthier option.
Competition set to heat up despite demand cooling
Despite the relatively modest growth projections for the category the market is nonetheless expected to see a raft of new brands and the launching of innovative products by incumbent players. A notable new entrant in 2025 has been Morinaga Kin Yasashi A2 Fresh Milk, which expanded into Singapore through a partnership between Japan’s Morinaga Milk and Indonesia’s PT ABC Kogen Dairy.
Brand collaborations remain a key strategy for driving interest and engagement
With drinking milk products being a mature category in Singapore, brand collaborations are expected to remain a key strategy for driving consumer interest and engagement. Creative partnerships with popular characters and franchises can help to inject novelty and emotional appeal into product offerings, especially among children and younger adults.
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Overview:
Understand the latest market trends and future growth opportunities for the Drinking Milk Products 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 Drinking Milk Products 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 Drinking Milk Products 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 Drinking Milk Products in Singapore?
- Which are the leading brands in Drinking Milk Products in Singapore?
- How are products distributed in Drinking Milk Products 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 Drinking Milk Products?
- 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?
Drinking Milk Products in Singapore - Category analysis
KEY DATA FINDINGS
Volume sales under pressure as consumers embrace plant-based alternatives
Crown Pacific Beverage continues to lead category sales in 2025
Supermarkets continue to dominate sales
Modest growth outlook for drinking milk products due to the maturity of the category
Competition set to heat up despite demand cooling
Brand collaborations remain a key strategy for driving interest and engagement
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:
Drinking Milk Products
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- Dairy Only Flavoured Milk Drinks
- Flavoured Milk Drinks with Fruit Juice
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- Fat-free Fresh Milk
- Semi Skimmed Fresh Milk
- Full Fat Fresh Milk
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- Fat-free Shelf Stable Milk
- Semi Skimmed Shelf Stable Milk
- Full Fat Shelf Stable Milk
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- Goat Milk
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- Powder Milk
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- Soy Drinks
- Other Milk Alternatives
Drinking Milk Products
This is the aggregation of flavoured milk drinks, milk and powder milk. Note: Plant-based drinking milk products should be excluded from this category and tracked under plant-based milk. Except for plant-based powder milk that should be tracked within the core dairy category of powder milk.
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 Drinking Milk Products research and analysis database.
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