New Market Research Report: Other Hot Drinks in Singapore

From: Fast Market Research, Inc.
Published: Wed Apr 06 2016

Other hot drinks registered 2% growth in 2015, in both current value and retail volume terms, which was thanks to strong demand for malt-based hot drinks. Strong recognition for brands such as Milo, Horlicks and Ovaltine resulted in malt-based hot drinks being among the all-time favourites among Singaporeans. In fact, malt-based hot drinks accounted for a 96% retail volume share of other hot drinks in 2015, the largest contributor to the category. In addition, malt-based hot drinks continued to appeal to consumers from various age groups, which was due to their high nutritional content and strong health and wellness positioning.

Competitive Landscape

Nestlé Singapore Pte continued to lead other hot drinks in 2015, recording a 79% retail value share. This was attributable to the strong brand equity of Milo in Singapore. Other than being aggressively promoted at retail outlets, Milo continued to dominate the shelf space of other hot drinks in supermarkets and hypermarkets. Milo was also widely available in foodservice channels, such as fast food outlets and hawker centres. To further increase brand awareness, Milo also became the official energy drink partner of the 28th SEA Games. Furthermore, Nestlé Singapore Pte regularly conducted school visits up to the university level, whereby students could obtain free unlimited Milo from its Milo vans. As a result, most consumers remained fond of Milo, even as they grew up, which enhanced brand loyalty.

Full Report Details at

Industry Prospects

Retail volume sales of other hot drinks are expected to grow at a CAGR of 2% over the forecast period, slightly slower than during the review period. This is not surprising since Singapore had the third largest total consumption per capita of other hot drinks globally in 2015, showing the maturity of the category. In addition, as Singapore will see an ageing population, children and teenagers are likely to make up a smaller proportion of the entire population. Since young Singaporeans are the main target consumer group for other hot drinks, category growth is likely to be limited over the forecast period.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Other Hot Drinks industry in Singapore with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Other Hot Drinks industry in Singapore, our research will save you time and money while empowering you to make informed, profitable decisions.

The Other Hot Drinks in Singapore market research report includes:

* Analysis of key supply-side and demand trends

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