Country Profile: Savory Snacks Sector in Singapore

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Published: November 30, 2017 Report Code: CS4206MF-ST

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The Savory Snacks sector in Singapore is driven by growing trend of snackification, particularly among the time scarce working population and ease of usage and convenience of consumption on-the-go in the country. Of all the markets, Potato Chips was the largest in value terms in 2016. However, the Ethnic/Traditional Snacks market is forecast to register the fastest growth, in value terms, during 2016-2021. Hypermarkets & Supermarkets is the leading channel for the distribution of Savory Snacks in the country. Flexible Packaging is the most commonly used package material in the sector. Seng Hua Hng Foodstuff Pte Ltd, PepsiCo, and The Kellogg Company are the leading market players in the Singaporean Savory Snacks sector.

GlobalData’s Country Profile report on the Savory Snacks sector in Singapore provides insights on high growth markets to target, trends in the usage of package materials, category level distribution channel data and market share of brands.

What else is contained?
– Market data: Overall market value and volume data with growth analysis for 2011-2021
– Market coverage: Value and growth analysis for Ethnic/Traditional Snacks, Meat Snacks, Nuts and Seeds, Popcorn, Potato Chips, Pretzels and Processed Snacks with inputs on individual category share within each market and the change in their market share forecast for 2016-2021
– Leading players: Market share of brands and private labels, including private label growth analysis from 2011-2016
– Distribution data: Percentage of sales within each market through distribution channels such as Hypermarkets & Supermarkets, Convenience Stores, Food & Drinks Specialists, eRetailers and others
– Packaging data: consumption breakdown for package materials and pack type in each market, in terms of percentage share of number of units sold. Package material data for Flexible Packaging, Paper & Board, Rigid Metal, and Rigid Plastics, and others; pack type data for: Bag/Sachet, Film, Stand Up Pouch, Can, Speciality container, Tray, and Jar.

Scope

– The Singaporean Savory Snacks sector is forecast to register value growth of 29.1% during 2016-2021

– Singapore ranks second on the extent of fragmentation when compared to the leading four countries in the region

– The top five brands accounting for 37.1% share in 2016.

– The per capita consumption of Savory Snacks is higher in Singapore compared to the regional level

– Consumers in Singapore are trading up for premium Savory Snacks products

– Demand for Nuts and Seeds with ‘Free From’ claims is increasing in Singapore

Reasons to Buy

– Identify high potential categories and explore further market opportunities based on detailed value and volume analysis

– Existing and new players can analyze key distribution channels to identify and evaluate trends and opportunities

– Gain an understanding of the total competitive landscape based on detailed brand share analysis to plan effective market positioning

– Manufacturers can identify the opportunities to position products with H&W attributes/benefits

– Access the key and most influential consumer trends driving Savory Snacks products consumption, and how they influence consumer behavior in the market which will help determine the best audiences to target

– Our team of analysts have placed a significant emphasis on changes expected in the market that will provide a clear picture of the opportunities that can be tapped over the next five years, resulting in revenue expansion

– The packaging analysis report helps manufacturers, in identifying the most commonly used packaging materials in the sector

– Analysis on key macro-economic indicators such as GDP per capita, population (overall and breakdown by age), and consumer price index. It also covers a comparative analysis of political, economic, socio-demographic, and technological indicators (PEST) across 50 countries.

Jack Link`s Nz Ltd.
Seng Hua Hng Foodstuff Pte Ltd
Tai Sun (Lim Kee) Food Industries Pte Ltd
Tong Garden Co. Ltd.
Kraft Foods
Mei Heong Yuen Food
The Kraft Heinz Company
Conagra Foods Inc.
Calbee Inc.
Diamond Foods Inc.
Farmland
Kettle Foods Inc
MAMEE DOUBLE-DECKER (M) SDN. BHD.
Mackie’s of Scotland
PepsiCo
Snyder`s-Lance Inc.
Taisun Enterprise Co. Ltd
Universal Robina
Meiji Holdings Co. Ltd.
Mondelez International Inc
QAF Limited
The Kellogg Company
The Procter & Gamble Company
Mission Foods Corporation

Table of Contents

Table of Contents

1. Report Scope 1

2. Executive summary 3

3. Singapore in the global and regional context 4

3.1. Singapore’s share in the Global and Asia-Pacific Savory Snacks sector 4

3.2. Singapore compared to other leading countries in Asia-Pacific 5

4. Market size analysis – Savory Snacks sector 6

4.1. Value and volume analysis – Savory Snacks sector in Singapore 6

4.2. Per capita consumption – Singapore compared to Asia-Pacific and globally 7

4.3. Extent to which consumers are trading up/down 8

4.4. Value and volume analysis of markets in the Savory Snacks sector 9

4.5. Growth analysis by markets 10

5. Market and category analysis 11

5.1. Per capita consumption analysis by markets 11

5.2. Market analysis: Ethnic/Traditional Snacks 12

5.3. Market analysis: Meat Snacks 13

5.4. Market analysis: Nuts and Seeds 14

5.5. Market analysis: Popcorn 16

5.6. Market analysis: Potato Chips 18

5.7. Market analysis: Pretzels 19

5.8. Market analysis: Processed Snacks 20

6. Distribution analysis 22

6.1. Distribution channel share analysis: Savory Snacks 22

6.2. Distribution channel share analysis: Ethnic/Traditional Snacks 23

6.3. Distribution channel share analysis: Meat Snacks 24

6.4. Distribution channel share analysis: Nuts and Seeds 25

6.5. Distribution channel share analysis: Popcorn 26

6.6. Distribution channel share analysis: Potato Chips 27

6.7. Distribution channel share analysis: Pretzels 28

6.8. Distribution channel share analysis: Processed Snacks 29

7. Competitive landscape 30

7.1. Brand share analysis by sector 30

7.2. Brand share analysis by markets 33

7.3. Brand share analysis by category 39

7.3.1. Nuts and Seeds 39

7.3.2. Popcorn 40

7.3.3. Processed Snacks 41

7.4. Private label share analysis 42

8. Health & Wellness analysis 44

8.1. Market size analysis by Health & Wellness claims 44

8.2. Market share analysis – Health & Wellness product attributes 45

8.3. Market size analysis – Health & Wellness consumer benefits 47

8.4. Leading companies in Singaporean Health & Wellness market 49

9. Packaging analysis 50

9.1. Packaging share and growth analysis by package material 50

9.2. Packaging share analysis by package material 51

9.3. Packaging share and growth analysis by pack type 52

9.4. Packaging share analysis by pack type 53

9.5. Packaging share and growth analysis by closure type 54

9.6. Packaging share analysis by closure type 55

9.7. Packaging share and growth analysis by primary outer type 56

9.8. Packaging share analysis by primary outer type 57

10. Macroeconomic analysis 58

10.1. GDP per Capita 61

10.2. Population and population growth 62

10.3. Consumer Price Index 63

10.4. Population breakdown by age 64

11. Methodology 65

12. Definitions 66

13. Appendix 77

14. About GlobalData 92

15. Disclaimer 93

16. Contact Us 94

Table

List of Tables

Table 1: Volume share of Singapore in the global and Asia-Pacific Savory Snacks sector, 2011-2021 4

Table 2: Growth analysis by markets, 2016-2021 10

Table 3: Per capita consumption (by markets) in Singapore, Asia-Pacific and Global average, 2016 11

Table 4: Value analysis of Nuts and Seeds market by categories, 2011-2021 15

Table 5: Volume analysis of Nuts and Seeds market by categories, 2011-2021 15

Table 6: Value analysis of Popcorn market by categories, 2011-2021 17

Table 7: Volume analysis of Popcorn market by categories, 2011-2021 17

Table 8: Value analysis of Processed Snacks market by categories, 2011-2021 21

Table 9: Volume analysis of Processed Snacks market by categories, 2011-2021 21

Table 10: Brand Value and Volume – Savory Snacks sector, 2016 31

Table 11: Brand Value and Volume – Meat Snacks market, 2016 33

Table 12: Brand Value and Volume – Nuts and Seeds market, 2016 34

Table 13: Brand Value and Volume – Popcorn market, 2016 35

Table 14: Brand Value and Volume – Potato Chips market, 2016 36

Table 15: Brand Value and Volume – Pretzels market, 2016 37

Table 16: Brand Value and Volume – Processed Snacks market, 2016 38

Table 17: Brand Value and Volume – Peanuts category 39

Table 18: Brand Value and Volume – Other Nuts and Seeds category 39

Table 19: Brand Value and Volume – Microwaveable Popcorn category 40

Table 20: Brand Value and Volume – Ready-to-Eat Popcorn category, 2016 40

Table 21: Brand Value and Volume – Unpopped Corn category, 2016 40

Table 22: Brand Value and Volume – Extruded Snacks category, 2016 41

Table 23: Brand Value and Volume – Tortilla Chips category, 2016 41

Table 24: Market Definitions 66

Table 25: Category Definitions 67

Table 26: Channel Definitions 68

Table 27: Health & Wellness: Product Attributes-Food Minus 69

Table 28: Health & Wellness: Product Attributes – Free From 70

Table 29: Health & Wellness: Product Attributes – Functional & Fortified 71

Table 30: Health & Wellness: Product Attributes – Naturally Healthy 72

Table 31: Health & Wellness: Product Attributes – Food Intolerance 73

Table 32: Health & Wellness: Consumer Benefits – Health Management 74

Table 33: Health & Wellness: Analysis by Consumer Benefits 75

Table 34: Health & Wellness: Consumer Benefits – Performance 76

Table 35: Market Value for Ethnic/Traditional Snacks – (S$ Million), 2011-2021 77

Table 36: Market Value for Ethnic/Traditional Snacks – (US$ Million), 2011-2021 77

Table 37: Market Volume for Ethnic/Traditional Snacks – (Million Kg), 2011-2021 77

Table 38: Market Value for Meat Snacks – (S$ Million), 2011-2021 78

Table 39: Market Value for Meat Snacks – (US$ Million) 2011-2021 78

Table 40: Market Volume for Meat Snacks – (Thousand Kg), 2011-2021 78

Table 41: Market Value for Nuts and Seeds – by category (S$ Million), 2011-2021 79

Table 42: Market Value for Nuts and Seeds – by category (US$ Million), 2011-2021 79

Table 43: Market Volume for Nuts and Seeds – (Million Kg), 2011-2021 80

Table 44: Market Value for Popcorn – by category (S$ Million), 2011-2021 80

Table 45: Market Value for Popcorn – by category (US$ Million), 2011-2021 81

Table 46: Market Volume for Popcorn – by category (Thousand Kg),2011-2021 81

Table 47: Market Value for Potato Chips – (S$ Million), 2011-2021 82

Table 48: Market Value for Potato Chips – (US$ Million), 2011-2021 82

Table 49: Market Volume for Potato Chips – (Million Kg), 2011-2021 82

Table 50: Market Value for Pretzels – (S$ Million), 2011-2021 83

Table 51: Market Value for Pretzels – (US$ Million), 2011-2021 83

Table 52: Market Volume for Pretzels – (Thousand Kg), 2011-2021 83

Table 53: Market Value for Processed Snacks – by category (S$ Million), 2011-2021 84

Table 54: Market Value for Processed Snacks – by category (US$ Million), 2011-2021 84

Table 55: Market Volume for Processed Snacks – by category (Million Kg), 2011-2021 85

Table 56: Components of change – by Market, 2015-2016 85

Table 57: Savory Snacks Sales Distribution in Singapore – by Markets (S$ Million), 2016 86

Table 58: Key Health & Wellness product attributes driving sales in Singapore (S$ Million) 87

Table 59: Key Health & Wellness consumer benefits driving sales in Singapore (S$ Million) 87

Table 60: Package Material (in Million pack units) 88

Table 61: Pack Type (in Million pack units) 88

Table 62: Closure Type (in Million pack units) 89

Table 63: Primary Outer Type (in Million pack units) 89

Table 64: Exchange Rates: (US$-S$), 2011-2021 90

Table 65: GDP Per Capita (S$), 2011-2016 90

Table 66: Population, 2011-2016 90

Table 67: Consumer Price Index, 2011-2016 90

Table 68: Age Profile (Millions of Persons), 2016 91

Figures

List of Figures

Figure 1: Singapore compared to the other top four countries in Asia-Pacific – market size, growth, and competitive landscape 5

Figure 2: Market size analysis by value and volume, Savory Snacks sector, 2011-2021 6

Figure 3: Per capita consumption in Singapore compared to global and Asia-Pacific average, 2011-2021 7

Figure 4: Degree of trading up/down in the Singaporean Savory Snacks sector, 2015-2016 8

Figure 5: Value and volume growth analysis by markets, 2016-2021 9

Figure 6: Value and volume growth analysis, Ethnic/Traditional Snacks market, 2011-2021 12

Figure 7: Value and volume growth analysis, Meat Snacks market, 2011-2021 13

Figure 8: Value and volume growth analysis, Nuts and Seeds market, 2011-2021 14

Figure 9: Value and volume growth analysis, Popcorn market, 2011-2021 16

Figure 10: Value and volume growth analysis, Potato Chips market, 2011-2021 18

Figure 11: Value and volume growth analysis, Pretzels market, 2011-2021 19

Figure 12: Value and volume growth analysis, Processed Snacks market, 2011-2021 20

Figure 13: Distribution channel share, Savory Snacks, 2011-2016 22

Figure 14: Distribution channel share, Ethnic/Traditional Snacks market, 2011-2016 23

Figure 15: Distribution channel share, Meat Snacks market, 2011-2016 24

Figure 16: Distribution channel share, Nuts and Seeds market, 2011-2016 25

Figure 17: Distribution channel share, Popcorn market, 2011-2016 26

Figure 18: Distribution channel share, Potato Chips market, 2011-2016 27

Figure 19: Distribution channel share, Pretzels market, 2011-2016 28

Figure 20: Distribution channel share, Processed Snacks market, 2011-2016 29

Figure 21: Leading brands in the Singaporean Savory Snacks sector, value and volume share, 2016 30

Figure 22: Leading brands in the Meat Snacks market, value and volume share, 2016 33

Figure 23: Leading brands in the Nuts and Seeds market, value and volume share, 2016 34

Figure 24: Leading brands in the Popcorn market, value and volume share, 2016 35

Figure 25: Leading brands in the Potato Chips market, value and volume share, 2016 36

Figure 26: Leading brands in the Pretzels market, value and volume share, 2016 37

Figure 27: Leading brands in the Processed Snacks market, value and volume share, 2016 38

Figure 28: Private label penetration by markets (value terms), 2016 42

Figure 29: Growth analysis, private label and brands, (2011-2016) 43

Figure 30: Value of Health & Wellness claims by market, US$ million, 2016-2021 44

Figure 31: Value analysis by Health & Wellness product attributes, 2016 45

Figure 32: Volume analysis by Health & Wellness product attributes, 2016 46

Figure 33: Value analysis by Health & Wellness consumer benefits, 2016 47

Figure 34: Volume analysis by Health & Wellness consumer benefits, 2016 48

Figure 35: Leading companies in the Health & Wellness market by value, 2016 – Nuts and Seeds 49

Figure 36: Leading companies in the Health & Wellness market by value, 2016 – Potato Chips 49

Figure 37: Packaging share and growth analysis by package material, 2011-2021 50

Figure 38: Use of package material by markets (in pack units), 2016 51

Figure 39: Packaging share and growth analysis by pack type, 2011-2021 52

Figure 40: Use of pack type by markets (in pack units), 2016 53

Figure 41: Packaging share and growth analysis by closure type, 2011-2021 54

Figure 42: Use of closure type by markets (in pack units), 2016 55

Figure 43: Packaging share and growth analysis by primary outer type, 2011-2021 56

Figure 44: Use of primary outer type by markets (in pack units), 2016 57

Figure 45: Relative comparison of countries based on PEST analysis 58

Figure 46: Singapore’s GDP per capita, 2011-2016 61

Figure 47: Population growth in Singapore, 2011-2016 62

Figure 48: Consumer Price Index, Singapore, 2010-2016 63

Figure 49: Age Profile, Singapore, 2016 64

Figure 50: About GlobalData 92

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