As a consumer market, Singapore is one of the wealthiest in Asia. Its GDP per capita was $43,900 in 2010.
THIS REPORT CONTAINS ASSESSMENTS OF COMMODITY AND TRADE ISSUES MADE BY
USDA STAFF AND NOT NECESSARILY STATEMENTS OF OFFICIAL U.S. GOVERNMENT
Required Report - public distribution
GAIN Report Number:
Chris P. Rittgers
Stanton, Emms & Sia
Singapore, an ASEAN member state, is a city state with a population now just over 5 million. As a consumer
market, it is one of the wealthiest in Asia. Its GDP per capita was $43,900 in 2010.
Agriculture, processed food, and drink imports were valued at $9.7 billion in 2010, which is slightly less than
India (reported at $10.3 billion in 2010). Singapore produces very little in the way of food and is a re-export base
for many products, including retail packed products, and is also a showcase of products for the rest of Southeast
Asia. Singapore has a dynamic and highly segmented retail market, with several retailers carrying a diverse
range of products, from basic in-house labeled products to high end specialty and organic foods. Demand is
underpinned by an affluent domestic population, and also one of the largest expatriate communities in East Asia.
Tariffs are only levied on alcoholic drinks.
1. Singapore in summary
Singapore is an ASEAN member state located in the heart of the ASEAN (Southeast Asia) region. ASEAN is
making great strides towards more economic integration. Singapore is ASEAN’s most affluent nation, with a
GDP per capita of $43,900 in 2010.
Its economic growth patterns tend to track global trends because its export manufacturing sector has key targets in
North America, Europe and Japan. Current estimates of economic growth are becoming increasingly cautious
because of the problems in the EU. Analysts suggest that its medium term growth is likely to average between
3% and 5% per annum, which would be largely supported by its involvement with a dynamic Asian regional
Although its domestic population is small at around 5 million, it is one of Asia’s largest importers of agricultural
products, processed foods, and drinks. Imports of such products were valued at US$ 9.7 billion in 2010, which is
slightly smaller than India, whose imports were valued at US$ 10.3 billion in that year.
The high value of imports exists because Singapore does not produce much food and is a re-export base for many
products that are ultimately consumed in other parts of Asia. In essence, it is a free trade port acting as a base for
products that can be marketed through its re-export channels. A multitude of products are re-exported, some of
which are important to U.S. commercial interests, e.g. frozen meat and poultry, fresh fruits and vegetables,
confectionery, cookies, canned foods, sauces, soft drinks, alcoholic drinks and pet food.
Singapore’s domestic population is quite well segmented and ranges from lower income to the super-rich, and the
strategies of the food and drink retailing industry reflect these different consumer groups.
The bulk of the population is regarded as middle income consumers, who are gainfully employed and lead a
relatively comfortable lifestyle. Native Singaporeans are the largest pool of active consumers and will continue to
drive increased consumption of imported food and beverages in the future. In addition, Singapore’s large
population of expatriates, including a large American community, is a market for a wide range of products.
2. Singapore’s food retail and wholesale market
According to the government’s 2009 retail industry survey:
Singapore’s food and drink retailing sector comprises about 2,900 supermarkets, hypermarkets, department
stores, convenience stores and provisions shops that sell food and drinks. In addition to this, Singapore also has
around 1,200 other specialty food and drinks outlets. The sector, which employs around 36,000 people, reported
total sales of US$ 8.2 billion in 2009.
While the large number of outlets implies a fragmented market, actually food and drink retailing is now
concentrated in the supermarket, convenience store and chain store sub-sector, with total sales of around US$
4.84 billion in 2010. These channels are the most important targets for imports.
Modern retailers now control up to 60 percent of retail sales of packaged food and drinks. The same retailers
control lower shares of sales of confectionery, ice cream and soft drinks (between 60% and 70% share).
The balance of the industry comprises a large number of small family owned shops, which range from
neighborhood grocery (Mom and Pop-type) stores to high end specialty shops, e.g. retailing wines and spirits,
butchers, bakeries and confectionery shops.
The sector also includes traditional wet and dry markets, but these only carry limited products that are relevant to
U.S. exporters, including fresh produce, i.e. apples, oranges, grapes, plums, potatoes and celery.
These neighborhood-based markets are still important because the older generation (over 45 years of age) and
lower and middle income groups like to shop in them for fresh products, i.e. meats, poultry, fish, seafood and
fresh produce. They are also developing into an occasional shopping outlet for wealthy Singaporeans, many of
whom only use them on weekends. Due to government policy, these markets will continue to be part of the retail
industry in the foreseeable future.
Singapore’s wholesaling industry involved in the food trade is highly fragmented, comprising 3,400 firms with
total sales of around US$ 7.1 billion in 2010. Many of these are family-owned businesses involved in re-exports
of products from Singapore. Some are also regional marketing operations of multinationals, e.g. those involved in
the alcoholic drinks industry.
As Singapore imports most of its foodstuffs, the global changes in commodity and freight prices have a direct
impact on retail food sales. In some cases, i.e. staple foods, this impact is delayed as retailers refrain from
increasing prices for fear of damaging their markets. Singaporeans are generally price sensitive, and become even
more so in times of economic uncertainty and actual economic downturn.
Singaporeans still have quite high levels of consumer confidence, but there are developing concerns about a range
of issues, including the economic problems in Europe, the continuing slowdown in the USA, slowing exports,
potentially impending shortages in food supplies (due to floods in Southeast Asia), increasing food commodity
and crude oil prices, the strong dollar, a possible property bubble, and imported inflation.
3. Singapore’s food imports
Singapore’s imports of all agricultural products, processed food and drinks increased to US$ 9.7 billion in 2010,
up from US$ 5.7 billion in 2006. The USA’s share of Singapore’s imports is small and ranged from 5.8% to 7%
over the past 5 years (see chart below).
Source: Official Trade Statistics
As can be seen from the Chart above:
Singapore’s imports rebounded after the global recession in 2008, and grew in 2010. The collapse in imports in
2009 arose because economic growth in Singapore (a major exporter of high tech and specialty products), is
linked directly to the state of its markets for these products, which are concentrated in Europe, North America and
The USA is one of many suppliers of food products to Singapore.
Singapore is not a major producer of agrifoods or processed food and drinks; consequently, its imports of these
products are diverse and broad based (see table below).
Singapore Imports of Agrifoods, Processed Food and Drinks – US$ 9.7 Billion in 2010
Imports of Agrifoods, Processed Food and Drinks US$ %
Beverages 1,800 20
Dairy products 1,083 12
Fish and seafood 707 8
Meat and poultry 660 7
Oils and fats 649 7
Cocoa and its products 544 6
Misc processed foods 509 6
Fruits, fresh/dried 470 5
Vegetables, fresh/dried 411 5
Processed cereal and starch products 400 4
Sugar and its products 383 4
Processed fish and meat 371 4
Cereals, unprocessed 305 3
Processed vegetables and fruits 241 3
Coffee, tea and spices 216 2
Other products 378 4
Source: Official Trade Statistics
Imports are diverse because of little domestic production and also because re-exporters are trading a wide range
of products into the Asian region.
Beverage imports lead the market because of the strategy of using Singapore as a hub for re-exporting alcoholic
drinks. As an example, re-exports of spirits, i.e. whisky, cognac, vodka, etc, comprised around 90% of total
imports in 2010.
Re-exports also tend to be high in frozen meat, poultry and offal, certain fresh and dried fruits and vegetables,
confectionery, canned products, beer and soft drinks and juices. The bulk of many other product categories are
consumed in Singapore, e.g. chilled foods, e.g. dairy and meats, perishable fruits and vegetables, and some types
of frozen foods.
4. Advantages and challenges for U.S. exporters in Singapore’s retail market
Advantages (Sector Strengths and Market Challenges (Sector Weaknesses and Competitive
Singapore is reliant on imports for virtually Singapore’s retail food market is now in a
all of its food and drink supplies. This maturing state, i.e. still growing but not
situation will not change in future. growing at the rapid rates seen in the past 10
years or so (Note: The Singapore
Singapore is one of the wealthiest markets in government now has a policy that will
Asia, and it is a key location for expatriate reduce growth in immigration into
families to reside in East Asia. This situation Singapore and so much slower population
will not change in future. It also has a very growth rates than in the past).
small lower income group, so virtually the
whole population is a target market. Singaporeans are generally price sensitive
when it comes to buying everyday food
Singaporeans have a sophisticated diet that items, e.g. meat and poultry, fresh fruits and
includes a wide range of foreign concept vegetables, breakfast cereals (a younger
foods, which has expanded on the back of generation product) and soft drinks. This is
demand from the younger generation (under underpinned by imported food price inflation
40s). over the past 5 years. It has provided
opportunities for ASEAN-made and Chinese
Singaporeans are open to products that are suppliers to increase their market shares at
high quality and value-for-money. The the expense of traditional exporters.
population has a large number of single
adults who are very clearly indulgent in their U.S. exporters must compete with factories
spending patterns when economic times are of Asian/ASEAN based multinationals,
good. This benefits premium imported China (upgrading supply bases), and the
meats, some dairy products, exotic fruits, “traditional” supply bases in Australia, the
confectionery, wines and spirits, gift items EU and New Zealand.
and pet foods.
U.S. exporters cannot always service
Singaporeans generally perceive the USA Singaporean importers, retailers and end
and its brand-owners as quality suppliers of consumers in a way that closely meets their
food and drink products. demand requirements and expectations, e.g.
on order sizes, packaging sizes and formats,
U.S. brand-owners and products have good taste, pricing that “fits” the market (marking
shares in some of Singapore’s mainstream to market), and for promotional support. This
market segments (breakfast cereals and some trait is viewed negatively by importers.
fresh fruits) and smaller niches (organics).
Some products that are exported from the
USA are not understood by Singaporeans
and are never explained to them, e.g. ready-
to-consume prepared TV dinners. Such
products do not have a “fit” in local food
Further economic sluggishness in Western
Europe and the U.S. could have negative
impacts on Singapore’s economic prospects
over the next 3 years. A possible bubble in
the private housing market is also of
II. ROAD MAP FOR MARKET ENTRY
5. Entry strategy
Singapore is a highly competitive market that operates in an environment where:
(i) There are very powerful retailers that control access to shoppers and have very strong bargaining power over
suppliers of all forms of food and drinks, fresh, frozen and shelf stable retail packed. The major supermarket and
hypermarket operators control the whole retail market by actively segmenting it around different store concepts
(and store brands/banners) and merchandising strategies that target the low income group through to the high
income groups and expatriates;
(ii) The mass “middle income group” market in Singapore, i.e. the bulk of Singaporeans, is price sensitive
towards foreign food and drinks that are more expensive than local products; and,
(iii) Marketing and distribution costs are extremely high for new product launches and also high for the on-going
maintenance of market shares and positions.
Local products now include market leading ASEAN-made products imported from Malaysia, Indonesia,
Philippines, Vietnam and Thailand. This includes food and drink made by multinationals who have factories in
the ASEAN region, manufacturing products that were once imported, e.g. ice cream, tea, sugar confectionery,
chocolate, cookies, breakfast cereals, snacks of various types, soups and soft drinks.
The sector is continuously evolving as retailers drive to reduce costs and overhead, through:
(i) more retailer labeled products on shelves; and,
(ii) more direct buying by retailers, including specialty products such as organics, and niche products that are
specifically demanded by expatriates.
In view of the challenges from “retailer power” that exist in the market, importers prefer to work with exporters
(i) are fully committed to develop their markets in Singapore, in terms of a willingness to deal with local demands
for promotional campaigns, products and packages that fit into demand conditions;
(ii) have a product and brand that is unique enough to break into the market; and,
(iii) are flexible in terms of their short term returns and profit goals, and, very importantly, have a medium to long
term strategy and action plan to build their market in Singapore.
This situation exists because suppliers in Singapore have very little power to deal with the demands of retailers
when it comes to accessing retail space for their products. Trade sources comment that everything now revolves
around the cost of accessing such space, maintaining a listing (avoid delisting) and so the ability to consistently
U.S. exporters should not assume anything about the Singapore market or demand for their products, and should
be prepared for high learning costs, actual costs (wasted listing fees, promotional costs, etc.), and the
disappointment of failure to build any form of market.
It is very important that exporters with an interest in developing a market in Singapore perform research on their
own specific opportunities to confirm and clarify exactly where market potential exists for their products. This
should include what the product’s unique selling advantages are under Singapore market scenarios. In addition to
this research, it is also important to:
(i) study what successful U.S. exporters have done in practice to build their retail markets in Singapore, e.g. the
benchmarks that have been set by U.S. origin dried fruits, breakfast cereals, certain fresh fruits, nuts and
vegetables, and non-Asian sauces;
(ii) develop a sound export business and marketing strategy under which their products are well targeted, well
segmented, well distributed and well differentiated from the competition in a very competitive market; and,
(iii) identify and appoint a knowledgeable and experienced and fully resourced importer-distributor as a strategic
partner to activate the new export business and marketing strategy for the Singapore market.
Some points that US exporters should consider questioning when planning to enter the Singapore retail market
are as follows:
(a) where the product fits in the retail market, e.g. as a mass market item, high-end niche item, novelty/exotic
item, seasonal festive/gift item, targeted at western expatriates, etc.
(b) price competitiveness of the US products versus comparable brands already in the market.
(c) packaging size and quality that meets with customers’ expectations.
(d) U.S. products which can be readily accepted as alternatives/substitutes to competing products.
(e) U.S. products that can readily fit into local food culture.
(f) U.S. organic products and health food products that can meet retailer’s requirements.
(g) U.S. products which provide convenience to customers.
(h) The level of promotion, commitment to brand support and consumer education necessary for successful
launch and development of a new-to-market product.
(i) Ability to meet retailer purchasing requirements and specifications.
6. Distribution channels
As pointed out earlier in this report, Singapore’s distribution channels for consumer ready foods are now
concentrated around supermarkets and hypermarkets. The two leading convenience store chains are also
controlled by the market leading supermarket operators.
While there are alternative channels, e.g. the wet and dry markets, small “mom and pop” type shops, mini-marts
and some specialty food and drinks shops, these channels can no longer support imported products from USA
under a strategy of building a sizeable long term market share.
U.S. exporters’ brands and products have to be in Singapore’s main retailing channels, i.e. supermarkets,
hypermarkets and convenience stores, if they want to have a successful and sustained future in the Singapore
retail channels. Major supermarket operators emphasize seasonal gift retailing, premium and specialty products,
organics, and expatriate-targeted products as part of their market segmentation strategies.
The strategies of the retailers in segmenting the market means that it is possible for a shopper to buy a huge range
of different products from across the world, including many products that are in the supermarkets or other large
format stores in the USA. This arises because of consolidated shipments imported either by the retailer, a part of
its group, or an independent importer-distributor.
7. The retail industry and market structure
7.1 Large format stores
The Table below provides information on the major retailers involved in the operation of supermarkets,
hypermarkets and department stores.
Retailer Name Outlet Types Annual No of Outlets Locations Procurement
and Ownership Sales in Method
Fairprice Supermarkets 1,916 4 hypermarkets Island-wide Direct sourcing
(Local and million under the Fairprice preferred with
cooperative) hypermarkets Xtra banner and some agents used
8 high end for smaller volume
supermarkets under supplies
the FairPrice Finest
banner and 94
and a chain of
Cold Storage Supermarkets 1,200 39 Cold Storage Island-wide Direct sourcing
group * and and million. supermarkets. preferred, together
Giant (Owned hypermarket 6 The Market Place with a number of
by DFI, a Hong high end local preferred
Kong based supermarkets and 8 agents used.
listed company) hypermarkets under
the Giant banner.
Shop n Save Supermarkets 210 59 supermarkets. Island wide Direct sourcing
(Owned by DFI, million preferred, together
a Hong Kong with a number of
based listed local preferred
company) agents used.
Sheng Siong Supermarkets 495 23 stores, mainly Island wide Local agents are
Supermarket and million supermarkets. important, but this
hypermarkets company is
sourcing on a
direct basis from
Carrefour Hypermarkets 200 2 hypermarkets. Major Prefers to source
million shopping on a group basis
centres in directly from
*: The Cold Storage group of supermarkets also includes Jason’s and The Market Place banners.
Singapore also has some smaller chains of supermarkets, the biggest of which is reported to be Prime
Supermarkets, with annual sales of about US$ 15 million in 2009. In addition to this chain, it also has some other
single site stores that carry imported products:
(a) Two sizeable and high profile Japanese retail stores, which import Japanese products direct from Japan and
source most other products locally from Singapore based importers:
(i) Meidi-ya Singapore, which is an overseas branch of Meidi-ya Co Ltd, one of Japan’s food companies and a
premium supermarket operator in Japan; and,
(ii) Isetan Supermarket, which operates as part of Isetan (Singapore) Limited, a Singapore listed department store
operator that is majority owned by Isetan Japan.
(b) The Mustafa Department Store that operates a supermarket within its department store, which has a single
location in the Little India area of Singapore. This store is often used by importers to sell products that they are
having difficulty selling through other more mainstream retail channels. It has a wide range of products, which
include products sourced from all over the world, and a strategic focus on products of Indian origin.
The key channels to target for U.S. products are the following, which are used by higher income Singaporean
shoppers and expatriates:
(a) DFI/Cold Storage group, in particular The Market Place and Cold Storage supermarkets; and,
(b) FairPrice, especially the FairPrice Finest supermarkets;
(c) Carrefour; and,
(d) Meidi-ya Singapore and Isetan Supermarket, both of which carry U.S. products as part of their merchandising
policies, e.g. meats, fresh produce and wines.
These stores accept a much wider range imported products than any others. As mentioned earlier, it is possible to
buy a wide range of U.S. and other Western food and drink products in Singapore, with the main channels being
the above stores.
Certain U.S. origin products, e.g. fresh and dried fruits, fresh vegetables of certain types, snacks, breakfast
cereals, wine, ice cream, processed meats and confectionery, will also have market opportunities in Shop n Save,
Giant hypermarkets, some of the larger second-tier FairPrice stores and Sheng Siong that are frequented by
7.2 Convenience stores and other small format stores
Although having a smaller share of the food and drink retailing industry than the supermarkets and hypermarkets,
Singapore’s convenience and other small format stores are very important channels for certain types of products.
This sector comprises:
(a) Chains with a broad based focus in terms of the products that they carry:
(i) chains of convenience stores; and,
(ii) small format supermarkets, known as minimarts, some of which are operated by the supermarket operators.
The market leaders in this sector are:
(i) 7-Eleven, which operates over 550 outlets across the island, with about 25% of them run by the earlier
mentioned Cold Storage group, whose owner Dairy Farm International (DFI) is the Singapore strategic partner
for 7-Eleven Incorporated;
(ii) Cheers (another FairPrice group banner), which 124 outlets are operate on all across the island, including on
site at Esso gas (petrol) stations in Singapore; and,
(iii) FairPrice Xpress, of which there are 23 stores operating on an island wide basis with many also located at
Esso gas stations.
The i-Econ group of value-for-money franchised neighbourhood grocery stores, which operates under PSC
Corporation Ltd group, is a diversified group of companies listed on the Singapore Stock Exchange. Although
this group claims to have the largest chain of minimarts in Singapore, it is not likely to be a major channel for
food and drink products exported from the USA because it’s focus is on lower and middle income consumers.
Accessing the main chains of convenience stores and mini-markets can be very difficult for imported products.
The merchandising policies in these stores and small retail display space mean that products being carried by
them experience rapid turnover. For this reason, the products that are carried are generally locally/ASEAN
produced and branded, or are multinational branded products, which are heavily supported by A&P (advertising
and promotional) campaigns on a year- round basis in the broader Singapore market.
(b) Chains that have a more specialised focus in terms of the products that they carry:
(i) chains of personal care/pharmacy type stores that carry certain food and drinks; and,
(ii) chains of stores that retail healthy foods and nutrition supplements.
These chains include:
(i) Watsons Personal Care, which has 105 stores located in major shopping centre or shopping streets across the
whole of Singapore island. While this chain is focused on personal care, beauty and pharmaceuticals and
nutraceuticals, it also carries a range of food and drinks targeted at the convenience seeking shopper and also
gifts, e.g. chocolates and cookies. It tends to boost its range of gift food products during festive seasons.
(ii) Guardian, which is part of the Cold Storage/DFI group, has about 140 stores located all over the island. Its
main focus is on pharmacy operations and health and beauty products. Its range of food products is linked very
closely to its core focus, e.g. dietetic-type / special needs products.
(iii) Unity Pharmacy, which is owned by the NTUC Healthcare Cooperative, and operates around 50 stores
located all over the island. Like Guardian, Unity is very focused on its core business, so the food and drink
products carried are usually dietetic-type / special needs in nature.
(iv) Nature’s Farm, a health food and supplements retail chain with 26 outlets located all across the island.
There are also some smaller professionally managed chains involved this sub-sector, e.g. SuperNature (2 outlets),
an organic food specialist owned by the Club 21 high fashion retail group.
These chains generally seek well known and good quality products that are supported by importers and foreign
brand owners. Demand for these products is linked to a range of different factors, including:
(i) health and wellness;
(ii) indulgence in terms of personal treats and gifts; and,
(iii) value-for-money in terms of shopper judgements on price, quality and functionality.
Added to this matter are the demands of the retailers for discounts, listing fees (in some cases) and promotional
support, because they are also under significant competitive threat from the major retailers.
7.3 The traditional channels
As mentioned earlier in this report, the traditional channels are no longer a strategic or, in most cases, a viable
target for products that are exported from the U.S. When such products do enter these channels, they do so
(i) they are good channels for basic staples and fresh fruit, e.g. apples, oranges, celery and potatoes in the wet
(ii) the importer-distributor has a problem selling the product and these channels are then used in the same way as
the earlier mentioned Mustafa Department Store.
Singapore’s mom and pop grocery stores now mainly carry locally made food and drinks and products that are
imported from the ASEAN region and China.
Some small shops also specialise in:
(i) wines and spirits, usually wines;
(ii) organics and healthy foods; and,
(iii) confectionery and food gift type products.
This sector of Singapore retailing includes a sizeable number of shops that would be classified as “hobby shops”
rather than an aggressive commercial operation.
7.4 The other channels
Internet shopping linked to delivery services is offered by the major retailers, e.g. FairPrice and Cold Storage, and
the niche players, e.g. SuperNature and Nature’s Glory.
No readily available information exists on the total annual value of internet transactions involving food and
drinks in Singapore. PayPal released a report in 2011, which estimated that total on-line shopping by
Singaporeans had reached US$ 1.1 billion in 2010.
Food and drinks purchases were not listed in the top shopping categories cited by PayPal. The main categories
included travel services, fashion, entertainment, insurance, IT/electronics products and gifts/collectables, which
comprised around 80% of total on-line spending in that year.
Trade sources comment that there is a sizeable amount of on-line shopping taking place in Singapore. According
to a source at the Singapore Retailers Association, recent surveys have also indicated that around 80% of
Singaporeans under the age of 35 years are frequent internet shoppers.
Sources in the food industry believe that the only shoppers who buy their groceries on-line are those that want
their groceries delivered because they have very little time to shop, or have a specific problem in visiting a retail
As Singaporean’s “love to shop”, on-line shopping is not the same as visiting a supermarket and looking at the
fresh produce, other products and, very importantly, the “bargains” that are available. From this standpoint, while
on-line shopping, linked to home delivery services, is growing quite rapidly, it is just one of the services that
retailers (both mainstream and niche) are now supplying to their clientele, and not yet a mainstream channel.
III. Competition in the retail market
8.1 Overview of the nature of competition
(a) Local suppliers and brand-owners who operate in the dairy, beer, soft drinks and processed meat industries,
with some of the companies in these industries manufacturing some of their market leading products in other
ASEAN countries, e.g. Malaysia and Thailand;
(b) Major Competitors: Australia (wide range of products), New Zealand and some EU countries, e.g.
Netherlands, Denmark, France, Italy and the UK;
(c) Brazil (meats and poultry), South Africa (wines), China (fresh fruits and vegetables), Chile (wines and fresh
fruits), and South Korea (berries); and,
(d) The multinational food and drink companies operating in Singapore, the other ASEAN countries and China
(which includes some U.S. companies).
U.S. exporters and their products face a complex range of challenges if they are not well differentiated in the eyes
of the consumers. One key factor is price competition from products that look similar, and that originate from
China, Brazil, South Africa and the ASEAN countries, all of which are very competitive.
8.2 Competition matrix
The Table below provides an overview of competition in the market segments that are covered by this report.
Market and Its Major Supply Strengths of Key Supply Advantages and
Size Countries Countries Disadvantages of Local
Beef, fresh/chilled Australia – Australia and New Zealand Beef is not produced in
and frozen 38%. (mainly food service, with a Singapore.
New Zealand – low level presence in retail)
Net imports: 25%. have full access for all of
18,538 tonnes. Brazil – 16%. their products, which local
Uruguay – 12%. buyers consider as good
USA – 5%. quality and price competitive.
Brazil price-competes in the
frozen beef segment, which
now has an expanded
presence in supermarkets.
Trends in gross imports
Product group 2008 Tonnes 2009 Tonnes 2010 Tonnes
Beef, fresh/chilled 3,173 3,617 4,030
Beef, frozen 18,584 19,347 20,040
Pork, fresh/chilled Brazil – 37%. Brazil dominates the frozen Indonesian live pigs are
and frozen Australia – 18%. segment with value-for- imported and slaughtered
Netherlands – 8%. money pork of a quality in Singapore, and the pork
Net imports: USA – 8%. acceptable to local users, is sold through wet
71,661 tonnes. some in retail channels. markets (chilled retail
Australia (Australian Pork stalls) and supermarkets.
and AIRPORK brands) It is acceptable to
dominates the fresh/chilled Singaporeans and is part
market on the back of its of the country’s food
proximity and ability to security for staple foods.
export high volumes to
frozen pork is in retail
channels packed under
private or retailer labels.
Trends in gross imports
Product group 2008 Tonnes 2009 Tonnes 2010 Tonnes
Pork, fresh/chilled and frozen
70,382 74,989 79,631
Poultry, frozen Brazil – 67%. Brazil (e.g. Perdigao and Malaysian live chickens
USA – 27%. Seara) competes on price and are imported and
Net imports: Argentina – 3%. its products are acceptable to slaughtered in Singapore.
96,905 tonnes. users in Singapore. The USA This fresh chicken is the
is now a niche player in retail dominant product in the
(Note: Chicken channels. market and is in high
accounts for 99% demand based on
of imports. Turkey traditional demand traits.
and duck imports
(net of re-exports)
are niche markets
and 434 tonnes
Trends in gross imports
Product group 2008 Tonnes 2009 Tonnes 2010 Tonnes
Poultry in all forms 105,728 100,411 105,963
Offal, frozen (not Australia – Private or retailer label Offal from pigs
poultry). 30%. packed frozen halal certified slaughtered in Singapore
New Zealand – bovine offal, mainly imported dominates the market for
Net imports: 18%. from Australia, is readily such products. No
12,191 tonnes. Netherlands – available in supermarkets. substantial quantities of
10%. bovine offal are produced
Ireland – 8% in Singapore.
USA – 2%.
Cheese in all Australia – Fonterra’s brands from Singapore does not
forms. 43%. Australia and New Zealand produce any retail packed
New Zealand – are leading players, along cheeses.
Net imports: 9,734 18%. with some other Australian
tonnes. USA – 7%. brands, e.g. Lactos, Dairy
France – 6%. Farmers and Bega. President
Denmark – 5%. (France) and Arla (Denmark)
also have a strong retail
Butter and dairy Australia – Australia has a number of No retail packed butter is
spreads. 29%. brands in the market, e.g. produced in Singapore.
Netherlands – Golden Churn, including
Net imports: 23%. some private label products.
15,185 tonnes. New Zealand – Anchor (New Zealand),
19%. President (France) and some
France – 11%. other EU brands (Lurpak)
Germany – 6%. have a strong presence in
USA – 3%.
Yogurt. Malaysia – The strongest imported Malaysia Dairy Industries
39%. brands are Alive (Fraser & produces Marigold
Net imports: 7,362 Australia – Neave Malaysia), which is yoghurt, which has been
tonnes. 21%. the leading imported brand, tailored to Singaporean
Thailand – Yoplait and Bulla (Australia), local tastes. It leads the
16%. Meiji (Thailand) and Emmi yogurt market and is an
Switzerland – (Switzerland). aggressive competitor for
7%. all imported brands in the
Germany – 6%. chilled dairy sections of
USA – 4%. hypermarkets.
Liquid milk. Australia – Strong imported brands with The local dairy companies
34%. good distribution are are very strong
Net imports: 62.5 Thailand – Australian, which include competitors with good
million litres. 30%. Marigold (local brand), brands and some imported
Indonesia – Farmhouse (local brand) and liquid milks in their
11%. Pura, Meiji (Thailand), portfolios. The local
New Zealand – Greenfields (Indonesia). The brands include Magnolia,
7%. leading retailers also market Farmhouse, Daisy (Fraser
India – 3%. Australian liquid milk under & Neave), and the brands
their in-house brands. of Malaysian Dairy
USA – 0.3%. Industries, namely HL
(the market leader) and
Ice cream. Malaysia – Strong brands and physical Local supply is negligible
58%. distribution from Malaysia when compared to
Net imports: Thailand – and Thailand, which are imports.
14,443 tonnes. 17%. production bases for Wall’s
USA – 4%. (Unilever), Nestlé and Fraser
France – 4%. & Neave (Meadowgold and
Australia – 3%. King’s). The other countries
are premium ice cream
suppliers, e.g. Ben & Jerry’s
(USA) and Haagen Dazs
Apples and pears. China – 55%. The market is generally price Singapore does not
South Africa – competitive due to retailer produce apples and pears.
Net imports: 20%. strategies. In addition to
61,864 tonnes. USA – 9%. apples (Fuji variety), China
New Zealand – also supplies highly popular
7%. Chinese pears. New Zealand
France – 7%. and France are supported by
strong promotions and good
Trends in gross imports
Product group 2008 Tonnes 2009 Tonnes 2010 Tonnes
Apples 47,177 45,828 47,749
Pears 23,527 21,917 23,573
Citrus fruits, not China – 36%. This market is generally price Singapore does not
tropical. USA – 28%. sensitive due to retailer produce these fruits.
South Africa – strategies, which supports the
Net imports: 16%. position of China (dominant
59,039 tonnes. Australia – 9%. in Mandarins), South Africa
Egypt – 3%. and Egypt in the market.
Trends in gross imports
Product group 2008 Tonnes 2009 Tonnes 2010 Tonnes
Oranges 41,414 40,942 41,744
Mandarins 19,604 16,838 19,468
Grapefruit (with Pomelo)
4,118 4,022 4,530
Grapes and USA – 49%. The USA dominates in its Not produced in
raisins. South Africa – season because of its Singapore.
23%. competitiveness on quality,
Net imports: Australia – saleability, profitability for
12,772 tonnes. 12%. channel members,
Chile – 5%. promotional support and
Egypt – 3%. branding (including in
raisins) and supply capacity.
In the other season, South
Africa and Australia (close to
year round supply capability
in green grapes) compete,
with South Africa winning
due to its more competitive
Trends in gross imports
Product group 2008 Tonnes 2009 Tonnes 2010 Tonnes
Grapes, fresh or dried 15,656 16,627 16,392
Soft fruits, USA – 47%. High quality chilled Not produced in
temperate South Korea – distribution channels into Singapore.
varieties. 34%. Singapore, ability to deliver
Australia – 8%. quality. and seasonal
Net imports: 3,563 New Zealand – promotional activities support
tonnes. 4%. all activity in this market.
Egypt – 3%.
Stone fruits, USA – 46%. High quality chilled Not produced in
including avocado. Australia – distribution channels into Singapore.
28%. Singapore and seasonal
Net imports: 7,315 South Africa – promotional activities support
tonnes. 6%. the USA and Australian
China – 5%. positions in this market.
New Zealand –
Chile – 3%.
Trends in gross imports
Product group 2008 Tonnes 2009 Tonnes 2010 Tonnes
Plums 3,192 3,492 3,322
Peaches and nectarines
1,991 1,813 1,877
Avocado 747 978 1,285
Middle Eastern Iran – 32%. These products are imported Not produced in
type dates. Egypt – 16%. to meet seasonal demand, Singapore.
Israel – 15%. mainly related to Muslim
Net imports: 637 Saudi Arabia – festivals. The Middle East
tonnes. 7%. dominates because the retail
UAE – 4%. market is generally price
USA – 4%. sensitive.
Edible nuts, USA – 53%. Competition revolves around Not produced in
temperate climate China – 26%. traditionally commodities Singapore.
products. Iran – 6%. (China and Iran), branded
Australia – 5%. snacks (USA mainly under
Net imports: 1,805 Italy – 4%. local brands, which are well
tonnes. distributed) and some level of
Potatoes, fresh China – 36%. This market is generally price Not produced in
table. Bangladesh – competitive, with the USA Singapore.
15%. and, to a lesser extent,
Net imports: USA – 13%. Australia involved in
40,698 tonnes Indonesia – marketing in supermarkets.
Australia – 8%.
Broccoli and China – 83%. China now dominates this Not produced in
cauliflower, fresh. Australia – market because of its price Singapore.
12%. competitiveness and quality
Net imports: Malaysia – 3%. versus Australia. Chinese
14,595 tonnes. product quality is now similar
USA – 0.6%. in the eyes of consumers and
its export pricing is between
40% and 50% of Australia’s
Lettuce head-type, USA – 39%. The USA is the dominant Singapore does not
fresh. China – 28%. player because of its quality produce products that
Malaysia – and reasonable pricing. compete with U.S.
Net imports: 9,955 20%. Although China’s price is imported products.
tonnes. between 70% and 75% of
U.S. price, its lettuce has
quality problems when in the
channels. Malaysia is mainly
products which are marketed
differently to U.S. products.
Asparagus, fresh. Thailand – Thailand, which supplies Not produced in
46%. younger (thinner) asparagus, Singapore.
Net imports: 1,118 USA – 32%. operates in a different
tonnes. Australia – segment to asparagus
14%. imported from the USA. Thai
Peru – 5%. products have a mass market
target. The USA leads the
seasonal premium market.
Celery, fresh USA – 72%. The USA leads this market Not produced in
China – 15%. because of its Singapore.
Net imports: 5,100 Malaysia – competitiveness in terms of
tonnes. 10%. price, quality and supply,
Australia – 3%. distribution and marketing
Coffee, ground USA – 59%. The strong local brands Singapore has a strong
roasted Indonesia – marginalise imported brands coffee producing industry,
13%. to niches or the food service with the dominant players
Net imports: 2,324 Malaysia – 7%. market (a key U.S. target due in the premium segment
tonnes. Italy – 4%. to corporate demand-pull). being Boncafe, the market
The highest profile premium leader, and Sarika (Suzuki
brands in retailers are all brand).
from the EU, e.g. Melitta,
Lavazza and Cafe Direct. The
highest profile U.S. retail
brand is Folger. Nestlé has
just started to play in this
Tea leaf and bags, Indonesia – The brands in this market are Singapore is not a major
green and black 28%. supported by strong player in the market for
retail packed. Sri Lanka – advertising and promotions retail packed leaf teas and
10%. and distribution capabilities, tea bags.
Net imports: 1,450 USA – 6%. including Lipton (Unilever),
tonnes. India – 6%. the market leader, which
Malaysia – 5%. supplies most of its products
from Indonesia, Dilmah (Sri
Lanka) and Boh (Malaysia).
The UK (Twinings, an
important premium brand) is
the leader in the premium and
super premium niches.
Processed meats Thailand – This market is dominated by Growing stronger on the
and poultry, not 47%. a range of frozen and Asian- new investments in
chilled. China – 22%. style canned products from production facilities for
Malaysia – Thailand (Chareon Pokphand processed meats, both
Net imports: 16%. frozen products) and chilled and canned.
24,427 tonnes. USA – 6%. Malaysia (various brands),
Brazil – 4%. and canned products from
China. The key non-Asian
brands in this market are
mainly canned beef and pork-
based products, i.e. Spam
(USA), Libby’s (Brazil) and
Tulip (EU produced).
Sausages, not Brazil – 40%. Strong physical distribution, The local sausage industry
fresh chilled. USA – 20%. access to retail display space has a focus on producing
Denmark – and periodic price premium fresh/chilled
Net imports: 6,321 18%. promotions are the most sausages and traditional
tonnes. France – 16%. important factor in this price dried Chinese-style
Malaysia – 4%. driven commodity-style sausages. Although a
market. The highest profile competitive industry, it
suppliers in the market are does not compete directly
Perdix (Brazil), Doux with imported products,
(France), Dewfresh which tend to be either
(Denmark origin), commodity products
Rockingham and Valley Chef (frozen or canned
(USA) and, in canned, Tulip frankfurters) or branded
(Denmark). better quality “more
Processed fish and Malaysia – This market is dominated by Singapore has a frozen
seafood, higher 29%. price competitive ASEAN- fish and seafood industry
processed Thailand – made and branded canned that competes with
products only. 20%. and frozen products, which products from the other
Vietnam – 14%. includes a large segment ASEAN countries.
Net imports: involving tuna based
38,306 tonnes. USA – 0.7%. products and
Competition tends to revolve
around access retailers’
shelves and price.
Sugar Malaysia – Malaysian local producers Singapore is not a major
confectionery. 27%. (several brands) and producer of sugar
China – 20%. multinationals with confectionery, although it
Net imports: Indonesia – 9%. production in China (Mars), has a strong position in
10,760 tonnes. Thailand – 8%. Indonesia (Nestlé), Thailand the medicated sweets
Taiwan – 6%. (Cadbury Adams) and segment.
Vietnam (Perfetti) dominate
USA – 5%. this market. These businesses
have brands that are well
supported by very wide
Chocolate USA – 16%. High levels of competition Singapore is a chocolate
confectionery. Australia – for retail shelf space between producer but does not
12%. Cadbury (Australia and New operate as a major player
Net imports: Malaysia – Zealand), Mars (Australia in the mass retail market.
14,304 tonnes. 11%. and China), Hershey (USA
New Zealand – and China), Ferrero (Italy),
9%. Nestlé (Malaysia, UK
Italy – 8%. Australia and USA) and
others from Malaysia. Europe
also has high profile and very
active brands from Germany,
Belgium, France, Switzerland
and the UK, which tend to
operate in the premium food
Cookies (Sweet Malaysia – Malaysia is very strong with Singapore has a sizeable
Biscuits). 46%. the branded and wide product biscuit producer, Khong
Indonesia – ranges of Kraft, Munchy’s Guan, which is involved
Net imports: 12%. and Perfect Foods in this segment, although
18,068 tonnes. USA – 7%. dominating the retailers’ its clientele are reported to
Thailand – 7%. shelves and brand shares. be older Singaporeans.
China – 6%. Kraft’s operations in
Indonesia (Oreo), USA
(various brands) and China
(Chips Ahoy) are also key
competitors in this segment.
Breakfast cereals, China – 44%. A market with strong and Singapore does not
including oats. USA – 15%. well supported brands produce breakfast
Philippines – dominated cereals.
Net imports: 5,447 11%. by Quaker (China), Nestlé
tonnes. Thailand – 6%. (Philippines), Kellogg’s
Malaysia – 5%. (Thailand and the USA) and
Snack foods, Malaysia – A market with brands Most snacks marketed
extruded types and 72%. supported by very strong under Singapore owned
potato based. Thailand – distribution capabilities. The brands are now produced
15%. companies/brands involved in neighbouring Malaysia.
Net imports: 6,900 USA - 5%. include Kraft Foods
tonnes. (Malaysia), Mamee Double
Decker (Malaysia), URC
(Malaysia), Calbee (Thailand
and Malaysia) and Frito-Lay
(USA and Mexico).
Frozen potatoes. USA – 48%. French fries and hash browns Not produced in
New Zealand – are marketed under Singapore.
Net imports: 25%. Singapore private labels, e.g.
18,824 tonnes. Canada – 14%. Farmland (U.S. origin), with
Netherlands – Ore Ida (USA), Watties (New
8%. Zealand) and McCain
(Canada) also have quite
strong distribution access to
Frozen vegetables. USA – 39%. The highest profile brands in Singapore is not
China – 23%. supermarkets and producing any frozen
Net imports: 1,173 Thailand – hypermarkets today are now vegetables.
tonnes. 19%. retailer in-house branded
Canada – 6%. products. Thailand is a niche
Japan – 5%. player in frozen green
soybeans. Simplot (various
origins), , Watties (NZ) and
Emborg (EU) are the highest
profile independent brands.
Fruit juices. Malaysia – Asian sourced fruit juices Singapore has a strong
24%. tend to be food service industry involved in the
Net imports: USA – 15%. products or juice drinks. The production of fruit juices,
34,927 tonnes. China – 14%. USA is the leader in chilled including Fraser & Neave,
Indonesia – 8%. retail packed fruit juices, due Malaysia Dairy Industries
South Korea – to high quality products, and Pokka Singapore,
4%. strong brands and very good which aggressively
distribution coverage. compete with each other
for market share.
Canned and China – 23%. China and Thailand have a Although Singapore does
bottled vegetables. Thailand – focus on canned indigenous have a canning industry, it
21%. vegetables. Italy and Spain is not involved in this
Net imports: 8,871 USA – 17%. are mainly supplying canned market.
tonnes. Italy – 7%. or bottled olives.
Spain – 3%.
Sauces, non-Asian USA – 71%. Heinz (USA) has a sizeable Singapore’s industry only
types. Australia – portfolio of non-Asian sauces produces Asian-type
11%. on the shelves, along with sauces.
Net imports: 3,093 UK – 5%. strong presences from a range
tonnes. Netherlands – of Australian made sauces
5%. (including Unilever and
Germany – 2%. Masterfoods, the UK (Lea &
Perrins) and Netherlands
Soups Malaysia – Campbell Soups (Malaysia No retail packed soups are
60%. and USA) dominate this produced in Singapore.
Net imports: 6,199 Australia – market, with some
tonnes. 11%. competition from Heinz,
USA – 10%. mainly from Australia.
Soft drinks. Malaysia – Malaysia dominates the Singapore has a very
54%. market for imports with strong soft drink industry,
Net imports: 167 Thailand – supplies of good quality which includes Coca-
million litres. 12%. cordials, fruit juices, sports Cola, Pepsico (Yeo Hiap
Taiwan – 9%. drinks and Asian soft drinks Seng as the bottler) and
China – 5%. at very competitive prices, Pokka. The products of
New Zealand – with Fraser & Neave a major these producers lead the
4%. importer from Malaysia. market.
Taiwan has a focus on
USA – 1.3%. supplying niche Asian type
products, with Yeo Hiap
Seng contract packing some
of these products there.
Imports from the USA and
other non-Asian countries
operate in very small niches.
Beer. Malaysia – Carlsberg (Malaysia) holds Asia Pacific Breweries
34%. second place in the market to (APB) leads the Singapore
Net imports: 55.8 Germany – the local brewery. The other market with its high
million litres. 12%. brands play around the profile and very well
India – 9%. brands of APB and Carlsberg distributed brands, which
Netherlands – and tend to compete on price include Tiger, Heineken,
9%. or on premium niche status, Guinness, Anchor, ABC
South Korea – because they do not have the Extra Stout, plus some
8%. marketing budgets or the very niche brands. It competes
strong distribution channels very aggressively for
USA – 0.7%. of the market leaders. India is market share with
quite a recent entrant and is Carlsberg Malaysia,
operating in the budget and which also views
strong beer areas of the Singapore as its home
market. market territory.
Wine, not Australia – Australia dominates the retail Singapore does not
sparkling. 32%. market with a range of produce any grape-based
France – 22%. products that segment it from wines.
Net imports: 10.5 Chile – 12%. “mass market” (very well
million litres. Italy – 6%. distributed) to premium. In
New Zealand – the mass market, its main
6%. competitors are South
USA – 5%. American and some U.S.
wineries. In the premium
area, its main competitors are
France (subject to high
profile promotions), which
has a broad range of
products, along with niche
players like New Zealand,
U.S. premium labels and
some other EU countries.
Spirits, including UK – 56%. UK (Scotland) whisky and Although repacking of
brandy, whisky, France – 27%. French cognac owned by UK produced whisky is
rum, gin, vodka USA – 4%. multinationals continue to reported to on-going in
and liqueurs. Ireland - 3%. dominate the market for Singapore, it does not
Sweden – 2%. spirits in an environment produce any alcoholic
Net imports: 5.8 where intensive promotion is drinks that compete in this
million litres. taking place for vodka and market.
Other products operate within
Pet food in retail Thailand – This market is dominated by Singapore does not
packaging 58%. the products of two produce any retail packed
Australia – multinationals, namely Mars pet foods.
Net imports: 9,193 21%. Pet Food and Nestle Purina
tonnes. France – 6%. Pet Food that have plants in
Thailand and the other supply
USA – 2%. countries that service demand
Trends in gross imports
Product group 2008 Tonnes 2009 Tonnes 2010 Tonnes
Pet foods, including dog and cat food
9,815 9,069 9,589
Singapore has a very large market for fish and seafood. The bulk of sales through retail channels are warm water
(tropical) fish rather than cool water fish as is supplied by the USA. Singapore’s large format stores supply a
small range of cool water products, most of which have developed demand over the past 20 years. The high end
supermarkets that service expatriates and the upper income Singaporeans tend to have a larger range due to the
demands of their clientele.
Retailers comment that only a small number of non-tropical fresh/chilled or frozen fish and seafood products are
viable for sale through supermarkets. The characteristics of such products are reported to be:
- well promoted, e.g. Norwegian fresh/chilled salmon; or,
- have a good distribution channel, price and functionality, e.g. Norwegian frozen cod; or,
- are unique, when compared to the competition, e.g. smoked salmon (Scotland, Norway, Australia and New
Zealand), other smoked fish (usually to cover expatriate demand) and shellfish such as mussels (New Zealand)
and clams (North America).
The main challenge for cool-water products is the extremely high levels of competition that exist from much
better known, more widely available and more competitively priced tropical species, which are easier to use in
local cooking. This is a big challenge to developing a viable presence in retail channels for cool-water products.
While this is the case, there are opportunities for seasonal cool-water products if they are well promoted to
shoppers, e.g. Shanghai hairy crabs.
The retail markets for salmon, smoked salmon, cod and retail packed mussels were developed from zero base in
the 1990s through years of marketing and consumer education, such that they now have good demand from
Singaporeans, especially salmon. This has been a real success story for Norway’s exporters and their importers
over this 20 year period.
Market Major Supply Strengths of Key Supply Advantages and
and Its Countries Countries Disadvantages of Local
Salmon, Norway – 86% Norway is a highly aggressive Singapore does not produce
fresh Australia – promoter of its fresh/chilled salmon this type of fish.
chilled 13%. in Singapore. It is the market maker
New Zealand and its product is retailed at a price
Net – 1%. that is acceptable to Singaporeans,
imports: who now know how to cook this fish
2,270 USA – Not at home.
tonnes. involved in
Smoked Norway – Norway has very good access to Singapore does not produce
salmon 76%. supermarket shelves in outlets that much of this type of product
Denmark – service Singapore’s middle and for the mainstream retail
Net 12%. upper income groups. Norway, and market.
imports: New Zealand the food service industry and
173 – 5%. sandwich chains in Singapore, have
tonnes. UK – 3%. educated Singaporeans on how they
France – 2%. can use smoked salmon at home, if
they wish to do so. New Zealand and
USA – the UK (Scottish) have good access
Negligible to shelves in high end retailers.
Cod, USA – 69%. Frozen cod is generally retailed as a Singapore does not produce
frozen Australia – generic frozen product in many of this type of fish.
11%. Singapore’s supermarkets without
Net Germany 5%. any clear definition of its country of
imports: Norway – 5%. origin. Norway occasionally
190 promotes its product at the same
tonnes. time as its salmon promotions.
Mackerel, Tropical Demand pull for the tropical species While Singapore does have
frozen species – 59%. which have a strategic fit in the local locally caught supplies of a
Norway – diet. tropical species of this fish,
Net 23%. For cool-water mackerel, supply- it is used in a different way
imports: Japan – 13%. push from Norwegian and Japanese to cool-water mackerel,
2,751 China – 3%. suppliers with good distribution which has links to Korean,
tonnes. Germany – channels. The market is underpinned Japanese and some northern
1%. by food service demand, with retail Chinese cooking styles.
being a sizeable niche with demand
from Japanese and Korean
expatriates being important.
Mussels, New Zealand New Zealand has very strong The bulk of locally landed
frozen – 78%. marketing and distribution for its mussels will be sold fresh
China – 9%. mussels in shelf and meat in through wet markets and to
Net Chile – 5%. Singapore supermarkets and food service buyers.
imports: Malaysia – hypermarkets.
tonnes. USA – 3%.
Scallops, Japan – 32%. The market leaders in retail channels None produced for
frozen Australia – have a focus on quality packed marketing in retail channels,
27%. products and have good access to the although if available some
Net USA – 16%. frozen distribution cabinets in may be sold through the wet
imports: Hong Kong mainstream supermarkets and markets.
634 SAR – 13%. hypermarkets. Imported products
tonnes. also have demand in food service
IV. Best product prospects
10. Tariff and market access status in Singapore today
The only tariffs on food products are levied on alcoholic beverages. A listing of Customs Duty and Excise Duty
applicable to alcoholic beverages can be obtained from http://www.customs.gov.sg.
Market access for most products is quite straightforward. While this is the case, the Agri-Food and Veterinary
Authority (AVA) is very strict when it comes to the potential for livestock diseases or contamination events that
may harm the Singapore population (which includes large numbers of foreigners, both residents and tourists) or
its food security.
The AVA will, and does, ban imports of products. U.S. beef imports are limited to boneless beef under 30
months of age for example. U.S. bone-in beef imports are still banned, and AVA enforces regid microbiological
testing on meat and poultry imports.
11. Products present in the retail market which have good sales potential
Product Net Market Growth Key Constraints to Market Attractive for
Imports Rate Per Annum* Market Development the USA
Poultry, frozen 96,905 Overall, very slow Competition from local Very attractive in the
tonnes. growth due to slaughtering of imported turkey niche (600
stable demand. live poultry and from tonnes) and moderately
Turkey demand lower cost producers, attractive in chicken
could grow at mainly in Brazil. This has market and duck (400
around 3% per now marginalised U.S. tonnes) niche, with an
annum. products to niches in emphasis of higher
mainstream retailers. quality demand and
Citrus fruits 59,039 Very slow growth Very strong competition Attractive due to high
tonnes. due to mature from China, and price demand, albeit in a very
demand. sensitivity amongst retail slow growing market.
Grapes and 12,772 2% to 4% per Price sensitivity amongst Attractive due to high
raisins tonnes. annum, as demand consumers, although U.S. demand, albeit in a slow
is starting to products are well liked growing market.
mature. because of the quality of
Soft fruits, 3,563 5% to 10% per Price sensitivity in the Very attractive, as
temperate tonnes. annum. supply chain, ranging from higher incomes are
importer to end consumer creating more demand,
and some price especially for
competition, in strawberries.
strawberries, with South
Stone fruits, 7,315 4% to 6% per Price sensitivity in the Very attractive, as
including tonnes. annum. supply chain from higher incomes are
avocado importers through retail creating more demand.
buyers to end consumers.
Edible nuts 1,805 Quite static with A mature market with Attractive as there is
tonnes. limited drivers for price competition, mainly solid demand for U.S.
demand in quite a from Chinese products. origin nuts, albeit that
mature market. the market is now quite
Lettuce, head 9,955 4% to 6% per Although the USA is the Attractive as there is
type fresh tonnes. annum. market leader, competition good demand for U.S.
from Asia suppliers is origin lettuce because it
intensifying as their meets with demand
products and supply requirements, albeit that
capabilities improve, with is more expensive than
China being the developing competing products.
Asparagus, 1,118 4% to 6% per Price sensitivity amongst Attractive as there is
fresh tonnes. annum. consumers in a market that growing demand for
has Thai asparagus, albeit better quality asparagus
lower quality than U.S. when it is in season and
asparagus, almost all year available.
Celery, fresh 5,100 2% to 3% per There is limited Attractive as there is
tonnes. annum. competition for U.S. solid demand for U.S.
products in this market origin celery.
because of strong U.S.
Chocolate 14,304 3% to 6% per Very strong competition Moderately attractive for
confectionery tonnes. annum. from multinationals in the niche building in higher
mass market and EU quality products.
imports in the niches.
Cookies, sweet 18,068 2% to 3% per Strong competition from Moderately attractive for
biscuits tonnes. annum. multinational brands made niche building in higher
in Asia and also from quality cookies.
imported EU brands in the
Breakfast 5,447 6% to 8% per Very strong competition Attractive as more
cereals, tonnes. annum. from Kellogg’s and Nestle, younger generation
including oats who are segmenting the Singaporeans are
market around different consuming breakfast
quality products for cereals, plus expat
different income and age demand, which is very
Snack foods, 6,900 Around 3% per Very strong competition Moderately attractive, if
extruded and Tonnes. annum. from ASEAN-made building niches for
potato based products, plus Frito-Lay, differentiated products.
which has a good range of
U.S. and Australia
products in the market.
Frozen 18,824 5% to 7% per The main challenge for Very attractive as U.S.
potatoes tonnes. annum. independent U.S. brands is products have quite solid
retailer house branded and demand.
private label products that
are starting to dominate
frozen food displays.
Frozen 1,173 Very slow growth Co