Snacks in 2025: The big picture
In 2025, snacks in Singapore is expected to experience modest retail current value growth, primarily driven by cautious consumer sentiment and several regulatory changes. The increase in the Goods and Services Tax (GST) rate from SGD8 to SGD9 in January 2024 has had a lingering impact on the price of dining out, leading some consumers to cut back on their discretionary spending. The rising prices of essential goods have also constrained consumers’ spending power, contributing to a more frugal approach to purchasing snacks. Despite these challenges, snacks is set to maintain a positive trajectory in 2025, albeit at a slower pace compared to recent years. Although the rate of inflation is expected to slow down further in 2025, other headwinds persist. The Ministry of Trade and Industry (MTI) has revised Singapore’s GDP growth forecast downwards for 2025, reflecting ongoing uncertainties stemming from the China-US trade wars, which have particularly affected a highly import-dependent country like Singapore.
Key trends in 2025
In 2025, intentional indulgence has been a key trend in snacks in Singapore, with players launching products to meet this consumer demand. For instance, the leading player in ice cream, Unilever, exemplifies this approach with an aggressive innovation strategy, with the launch of Magnum Honeycomb Crunch and Cornetto Apple Crumble. Magnum Honeycomb Crunch offers a unique crunch experience, while Cornetto Apple Crumble, inspired by a classic baked dessert, taps into the growing consumer demand for hybrid treats that blend familiar flavours with novel formats. Unilever has further solidified its premium positioning with limited-edition Magnum flavours such as double hazelnut and strawberry panna, available in both single sticks and multipacks, catering to individual indulgence and at-home sharing occasions.
Competitive landscape
Kraft Foods (S) Pte Ltd, a subsidiary of Mondelez International Inc, is set to maintain its lead in snacks in Singapore in value terms in 2025. The company has successfully increased its share in key categories such as sweet biscuits, and sugar confectionery. This growth can be attributed to its extensive distribution networks across various retail channels, and strong brand recognition among consumers. Its commitment to innovation has played a crucial role in maintaining the company’s dynamism, ensuring a steady flow of new and appealing products that meet evolving consumer preferences.
Channel developments
Supermarkets is expected to continue to dominate value sales of snacks in Singapore in 2025, owing to the strategic location of such outlets in neighbourhood central areas. This convenience allows locals to easily pick up snacks while shopping for their daily essentials. FairPrice Group, the leading supermarket chain in Singapore, consistently diversifies its snacking products to attract and retain its customer base. A key development in this strategy is its 2024 partnership with Thailand's Central Food Retail Group, which is anticipated to introduce a broader range of private label and branded Thai snack products to both FairPrice supermarkets and its convenience stores.
What next for snacks?
In the forecast period, snacks in Singapore is expected to experience low retail current value growth. If global economic conditions remain volatile, consumers are likely to adopt a more cautious approach to discretionary spending. This fiscal prudence may be exacerbated by the full resumption of international travel, which could lead to a shift in budget allocation towards overseas experiences rather than local retail purchases. During peak travel seasons, this trend is expected to have a notable impact on domestic value sales of snacks, whereby consumer expenditure may decline as a consequence of diverted budgets.
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Overview:
Understand the latest market trends and future growth opportunities for the Snacks 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 Snacks 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 Snacks 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 Snacks in Singapore?
- Which are the leading brands in Snacks in Singapore?
- How are products distributed in Snacks 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 Snacks?
- 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?
Snacks in Singapore
Snacks in 2025: The big picture
Key trends in 2025
Competitive landscape
Channel developments
What next for snacks?
DISCLAIMER
Chocolate Confectionery in Singapore
KEY DATA FINDINGS
A solid retail value increase in 2025, with soaring cocoa prices contributing to growth
Ferrero SpA continues to lead chocolate confectionery with its diverse portfolio
Supermarkets remains the key distribution channel for chocolate confectionery thanks to a wide product range
Opposing factors set to impact value and volume sales of chocolate confectionery over the forecast period
Brands will harness virality of social media platforms and targeted collaborations to drive interest
Elevated cocoa prices likely to trigger sustainable innovations and product development
Sugar Confectionery in Singapore
KEY DATA FINDINGS
Gummies and jellies sees the fastest retail value growth in 2025 due to product innovation
Mars Foods Inc remains the leader in sugar confectionery, largely due to the continued success of its flagship brand Eclipse
Supermarkets is the key retail channel for sugar confectionery in 2025 due to one-stop shopping
Wellness trend likely to drive visibility of natural ingredients and premium offerings
Viral nature of peelable and 4D gummies/jellies will continue to appeal to younger consumers
Singapore’s declining birth rate may weigh on certain sugar confectionery categories over the forecast period
Ice Cream in Singapore
KEY DATA FINDINGS
Ice cream experiences modest retail value growth in 2025, with a focus on premium innovation
Unilever leads ice cream in 2025, with aggressive innovation and a multi-brand strategy
Supermarkets is the key channel for take-home ice cream, while convenience stores drives sales of impulse ice cream
Prevalence of ice cream parlours may threaten the growth of premium packaged ice cream in Singapore
Innovations likely to be seen in terms of sustainability and functional ingredients in ice cream in Singapore
Health-conscious indulgence offers growth potential for ice cream in Singapore
Savoury Snacks in Singapore
KEY DATA FINDINGS
Moderate growth in savoury snacks in Singapore in 2025 amid shifting consumer priorities and innovation in health-oriented offerings
Kraft Foods and Seng Hua Hng Foodstuffs lead savoury snacks in Singapore in 2025 due to consumer recognition and trust
Supermarkets remains the leading distribution channel in 2025, while retail e-commerce gains traction
Private label savoury snacks set to gain momentum in Singapore, driven by innovation
Global and local savoury snacks brands leverage innovation and digital engagement to capture the youth segment
Dual-track innovation defines the future of savoury snacks in Singapore, with health-driven and indulgent offerings
Sweet Biscuits, Snack Bars and Fruit Snacks in Singapore
KEY DATA FINDINGS
Moderate growth for sweet biscuits, snack bars, and fruit snacks, contributed in part by the widening variety of brands
Kraft Foods remains the leading company in 2025 due to its strength in sweet biscuits
Supermarkets dominates overall retail sales but retail e-commerce sees dynamism
Premiumisation and flavour innovation to drive the evolution of sweet biscuits
Digital engagement and private label innovations set to continue in convenience stores
Unpackaged sweet biscuits may grow in prominence, targeting similar consumption occasions
The following categories and subcategories are included:
Snacks
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- Chocolate Pouches and Bags
- Boxed Assortments
- Chocolate with Toys
- Countlines
- Seasonal Chocolate
- Tablets
- Other Chocolate Confectionery
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- Bubble Gum
- Chewing Gum
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- Boiled Sweets
- Chewy Candies
- Gummies and Jellies
- Liquorice
- Lollipops
- Medicated Confectionery
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- Power Mints
- Standard Mints
- Toffees, Caramels and Nougat
- Other Sugar Confectionery
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- Frozen Yoghurt
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- Single Portion Dairy Ice Cream
- Single Portion Water Ice Cream
- Plant-based Ice Cream
- Unpackaged Ice Cream
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- Bulk Dairy Ice Cream
- Ice Cream Desserts
- Multi-Pack Dairy Ice Cream
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- Bulk Water Ice Cream
- Multi-Pack Water Ice Cream
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- Nuts, Seeds and Trail Mixes
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- Potato Chips
- Tortilla Chips
- Puffed Snacks
- Rice Snacks
- Vegetable, Pulse and Bread Chips
- Savoury Biscuits
- Popcorn
- Pretzels
- Meat Snacks
- Seafood Snacks
- Other Savoury Snacks
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- Dried Fruit
- Processed Fruit Snacks
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- Cereal Bars
- Protein/Energy Bars
- Fruit and Nut Bars
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- Chocolate Coated Biscuits
- Cookies
- Filled Biscuits
- Plain Biscuits
- Wafers
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This report originates from Passport, our Snacks research and analysis database.
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