Singaporean consumers are highly sophisticated in their choice of foods and beverages, often seeking products with multiple health and wellness claims. Natural claims are widely sought after, whilst nutritional value, vegetarian and functional claims are gaining traction.

Low sugar trends are prominent within instant coffee, with brands focused on this claim to entice health-conscious consumers. Good source of vitamins is an important claim in other hot drinks, used to appeal to parents as they seek nutritious beverages for their children.

No sugar and natural claims are prominent in soft drinks. Singaporean consumers are drawn to premium soft drinks with health and wellness claims. Players have worked on creating low sugar soft drinks in palatable flavours to entice consumers.

Within snacks in 2024, there has been an increase in healthier product claims, such as no added sugar, high fibre, high protein, low in carbs and low calories. Key drivers include government efforts to curb health problems, such as diabetes and regulate sugar intake, along with rising consumer awareness of the negative impacts of excessive sugar consumption. To meet rising demand for healthier snacks, product developments were launched across a variety of snacks categories.

As a good source of minerals, dairy products are sought out for their natural health and wellness benefits. Drinking milk products are widely consumed for their probiotic claims, among both children and adults. New labelling is impacting the category, with regulations mainly impacting foodservice outlets.

Health and wellness claims continued to gain momentum in 2024, resulting in product innovations across cooking ingredients and meals. Consumers remain dedicated to prioritising their health while navigating the high cost of living, prompting players to launch numerous products tailored to address specific health concerns.

The trend toward healthier, more natural staple foods aligns with the broader shift toward health and wellness in Singapore, where consumers are actively looking for products that combine traditional appeal with modern nutritional benefits. Locals are turning away from ultra processed foods, including everyday staples like bread, reflecting more sophisticated health preferences.

Sales of bottled water have seen solid growth in off-trade volume terms in 2025 with consumers increasingly shifting away from sugary soft drinks to healthier alternatives. Responding to evolving demands, the market is also becoming more sophisticated with flavoured, carbonated and more sustainable products entering the market.

Sales of concentrates have continued to decline in 2025 with consumers continuing to shift towards products which are perceived to be healthier. Additionally, the increasingly busy on-the-go lifestyles of consumers in Singapore supports demand for ready-to-drink options over concentrates which need to be prepared in advance.

While overall sales of RTD tea have seen strong growth in off-trade volume terms in 2025 the market has seen a split with reduced sugar products thriving while sales of regular products have stagnated. Consumers are becoming more discerning and are seeking out healthier variants, such as products with premium tea leaves and added functional benefits, as well as a reduced sugar content.

Sales of soft drinks rise in retail volume terms in 2025 fuelled by the demand for convenient, healthy and sustainable products. Players are under pressure to adapt their offerings to evolving trends and regulatory measures, such as Singapore’s Nutri-Grade system. The competitive landscape therefore remains vibrant with players launching innovative new products and marketing campaigns to keep consumers engaged.

Sales of carbonates see a modest increase in off-trade volume terms in 2025, but rising health concerns continue to limit stronger growth, while also putting pressure on on-trade volume sales. The leading players continue to focus on offering reduced sugar and other healthier options as they look to adapt to evolving consumer preferences. The distribution landscape is also evolving with players investing in new technology and partnerships to push online sales.

Sales of RTD coffee have stagnated in Singapore in 2025 with the category suffering from a high degree of maturity and strong competition from other products. Despite this, the market remains ripe with new product development and innovation as players look to introduce both healthier and more indulgent offerings to meet evolving consumer demands.

Asian speciality drinks are suffering from an old-fashioned and less healthy image with sales continuing to decline sharply in off- and on-trade volume terms in 2025. Younger consumers in particular are showing a preference for healthier and more modern soft drinks, leaving less room for Asian speciality drinks .

Off-trade volume sales of juice have declined in 2025 with this being linked to concerns around the high sugar content in some products. In contrast, on-trade volume sales have risen, with sales benefiting from the fresher image of products sold through this channel and the trend towards mixed juice drinks. While competition remains consolidated the leading players are investing in new product development to keep up with the latest trends.

Rising health concerns are creating challenges and opportunities for the market, with consumers increasingly looking for low sugar, functional and natural soft drinks options. Players are responding with reformulated and reduced sugar options, but growth is being constrained by market maturity.

Sports drinks has seen healthy growth in off-trade volume terms in 2025 fuelled by efforts to expand the reach of these products beyond athletes and fitness enthusiasts. Leading brands such as 100 Plus and Pocari Sweat are investing heavily in new product development, sponsorship and marketing that is designed to increase the target audience for their products to include younger and wellness-oriented consumers.

Retail current value sales continue to outpace retail volume sales in growth terms in baked goods in Singapore in 2025. This reflects the shift in consumer behaviour toward premium, indulgence and healthier options under the umbrella of higher-value purchases, rather than a strong increase in consumption. This is bringing strong new product developments that cater to this demand. In addition, convenience is a key trend, with the offer catering to the on-the-go and urban lifestyles of local consu

Breakfast cereals in Singapore is projected to see strong retail current value and moderate retail volume growth over 2025. This trend suggests that while consumers may not be purchasing breakfast cereal in much higher volumes, they are opting for higher-value products. This can be attributed to a growing preference for premium, indulgence or health-orientated, items, as well as the impact of inflation on retail selling prices. There is also a trend towards family over children’s breakfast cerea

Rice, pasta and noodles in Singapore is projected to see further strong growth in retail current value sales over 2025, driven by a combination of premiumisation, product innovation and evolving consumer preferences. With retail volume sales growing more moderately, the strong increase in retail value sales suggests that consumers are spending more per unit. Alongside a strong, traditional demand for rice and noodles, the overall category performance is also enhanced by the growing interest in W

Over 2025, processed fruit and vegetables in Singapore is projected to see moderate growth in retail current value sales and a marginal rise in retail volume sales. The increase in retail value sales owes most to price adjustments and premiumisation, although innovation remains limited, rather than a significant rise in consumption. The weakness of retail volume sales growth indicates that while consumers may be spending slightly more, they are not necessarily buying more in terms of quantity. M

Processed meat, seafood and alternatives to meat in Singapore is projected to see good retail current value sales growth in 2025, albeit slower than in 2024. Meanwhile, retail volume sales growth is projected to remain modest. These performances expose the maturity of the category. Stability suggests that consumer demand has reached a plateau, with established consumption patterns and limited room for rapid expansion. Singapore’s relatively small and affluent population, combined with high marke

Staple foods in Singapore is projected to see faster retail current value than volume growth over 2025, partly due to maturity. Rice and leavened bread remain the key categories in terms of retail value sales, reflecting the resilience of product types viewed as everyday staples by consumers. Their central role in daily diets ensures steady demand. However, retail value growth is increasingly tied to premiumisation and innovation, rather than volume increases. Importantly, local authorities have

Sauces, dips and condiments sees steady growth in current value terms in 2025 fuelled by the strong demand for convenient and tasty meal solutions. Liquid recipe sauces has been a key growth driver with players such as Prima expanding their product offerings to meet the evolving tastes of locals.