This report examines new product development (NPD) activity within the Food and Beverage categories in Singapore’s e-commerce space in 2024. Using data from Euromonitor’s Innovation platform, it highlights new brand and sub-brand launches, trending attributes and claims, and product inactivity rates - offering insights into what captures or misses consumer interest.
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Overview:
This Innovation Country Report is part of a series of reports providing data and analysis on new product launch activity across digital shelf across Food and Nutrition and Beauty, Health and Home categories. The reports explore what type of innovation is happening and in which retailers across selected geographies.
The data contained in these reports are based on Euromonitor’s Innovation platform - an AI-powered platform that identifies and tracks new brand and sub-brand launches across the global digital shelf from January 2021 onwards. It monitors their expansion over time into new countries, retailers and categories, and also shows if they have been discontinued.
The Innovation in Singapore report includes:
Data and analysis on new brand and subbrand launches at online retailers within specific country across:
- Food and Nutrition categories, such as Packaged Food, Soft Drinks, Hot Drinks, Alcoholic Drinks, and Pet Care;
- Beauty, Health and Home categories, such as Consumer Health, Beauty and Personal Care, Tissue and Hygiene, and Home Care.
The Innovation in Singapore report answers:
- Is specific country a pacesetter or follower in terms of new product launches across specific industries?
- What industries lead in terms of new product launches within specific country?
- What type of innovation is happening within specific industries and categories?
- What are the examples of some of the innovations across the categories?
- Which retailers are leading in new product launches within specific country?
Snapshot of NPD activity across food and beverage categories in Singapore
Indulgence and localisation trends share new product development
Packaged food struggles with retention despite heavy investment in NPD activity
Key attributes: Functionality drives health claims in packaged food
Healthier options and indulgent flavours drive new product launches
Pet humanisation emerges in cat food, further driving premium new launches
Strong retention indicates alignment between new launches and consumer demand
Key attributes: Functional, health-related benefits lead in new pet food products
Absolute Bites debuts freeze-dried treats for cats
Flavour experimentation and functional positioning remain at core of soft drinks’ NPD
Health-conscious demand fuels NPD growth, though category pressures remain
Key attributes: Reducing sugar intake emerges as a key driver of innovation
Singaporean start-up Flojo debuted a sparking functional beverage in 2024
Innovation centres around unique formats and ingredients in hot drinks
Tea and coffee NPDs strengthen category presence
Key attributes: Sugar-free and fat-free among the leading health claims in hot drinks
Singapore welcomes special selection and limited-edition hot drinks
Mindful consumption, premiumisation and experiential drinking shape NPDs
New RTDs and beer increase their category assortment share
Key attributes: Organic ingredients and sustainable packaging among key attributes
Australian Yellow Tail expands into the RTD segment
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Buy Innovation reports to:
- To understand what type of innovation and where is happening across the broader category scope
- To gain insights into how new product launches are aligned with changing consumer preferences and what needs remain unmet
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