The food and beverage market entry handbook : Singapore : a practical guide to the market in Singapore for European agri-food products.
Date: 2025-06-03
Institutions: European Research Executive Agency
Subjects: Singapore, beverage industry, consumption, food industry, food safety, free movement of goods, intellectual property, international trade, market, trade agreement, user guide

The Food and Beverage 
Market Entry Handbook:  
Singapore 

A Practical Guide to the Market in Singapore for European Agri-
food Products  

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
2 

 
 
 
 
 
Written by Agra CEAS Consulting 

[April – 2025] 

EUROPEAN COMMISSION 

European Research Executive Agency (REA) 

Unit B4. Sector 3  

European Commission 
B-1049 Brussels 

3 

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
The Food and Beverage 

Market Entry Handbook 

Singapore 

4 

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
LEGAL NOTICE 

This  document  has  been  prepared  for  the  European  Commission  however  it  reflects  the  views  only  of  the  authors,  and  the 
European Commission is not liable for any consequence stemming from the reuse of this publication. More information on the 
European Union is available on the Internet (http://www.europa.eu). 

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While every attempt has been made to ensure accuracy and reliability, Euromonitor International cannot be held responsible for 
omissions or errors of historic figures or analyses. 

While every attempt has been made to ensure accuracy and reliability, Agra CEAS cannot be held responsible for omissions or 
errors in the figures or analyses provided and cannot be held responsible for any use which may be made of the information 
contained therein. 

Note: the term EU in this handbook refers to the EU-27 excluding the UK, unless 

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ISBN 978-92-95234-58-1 

doi: 10.2848/1984896 

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 Singapore – MARKET ENTRY HANDBOOK 

Table of Contents 
Table of Contents .................................................................................................................. 6 

1 

The Food and Beverage Market Entry Handbook: Singapore ........................................11 

1.1  How to use this handbook ......................................................................................11 

2  Country introduction and overview ................................................................................12 

2.1  Country overview: Singapore at a glance ...............................................................13 

2.1.1 

2.1.2 

2.1.3 

Past economic and political trends ..................................................................13 

Current economic situation and mid-term outlook ............................................14 

Populations trends ..........................................................................................15 

2.2  Geography and key markets ..................................................................................16 

2.3  Domestic agricultural production and regions .........................................................17 

3 

Introduction to the food and beverage market and consumers ......................................19 

3.1  Overview of the food and beverage market and demand for imported products .....19 

3.1.1 

3.1.2 

3.1.3 

F&B market summary ......................................................................................19 

International trade in F&B ................................................................................19 

The market for imported F&B ..........................................................................21 

3.2  Growth Drivers and Trends ....................................................................................22 

3.3  Consumer profiles and preferences ........................................................................24 

3.3.1 

3.3.2 

Consumer profiles ...........................................................................................24 

Cultural Sensitivities and Other Considerations ...............................................25 

4  Market access and entry ...............................................................................................28 

4.1 

4.2 

Summary SWOT analysis ......................................................................................28 

Food and beverage legislation and regulations ......................................................29 

4.2.1 

4.2.2 

4.2.3 

4.2.4 

Import requirements/restrictions, customs procedures and documentation .....29 

Food safety and other food certification requirements .....................................36 

Labelling Requirements ...................................................................................38 

Protection of intellectual property rights, including geographical Indications (GIs)
42 

4.2.5 

Relevant authorities for IPR and GI protection and further contacts ................43 

4.3 

International trade ..................................................................................................43 

4.3.1 

4.3.2 

4.3.3 

Singapore and foreign trade ............................................................................43 

Key trade agreements, present and future ......................................................43 

EU- Singapore Free Trade Agreement (EUSFTA) ...........................................45 

4.3.4  WTO disputes and other trade barriers ...........................................................46 

4.3.5 

Summary of key trade barriers ........................................................................46 

4.4  Operating in the Singaporean food and beverage market ......................................46 

4.4.1 

Logistical services and transportation infrastructure ........................................46 

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 Singapore – MARKET ENTRY HANDBOOK 

4.4.2 

4.4.3 

4.4.4 

4.4.5 

4.4.6 

Distribution ......................................................................................................48 

Intermediaries .................................................................................................49 

Business environment .....................................................................................53 

Key operational considerations and challenges: summary ..............................54 

Other relevant information ...............................................................................54 

5  Market Snapshots for Selected Products .......................................................................56 

5.1 

Fresh meat .............................................................................................................57 

5.1.1 

5.1.2 

5.1.3 

5.1.4 

5.1.5 

5.1.6 

SWOT analysis ...............................................................................................57 

Consumption ...................................................................................................57 

Offer ................................................................................................................64 

Specific market entry requirements .................................................................67 

Distribution ......................................................................................................69 

Challenges for EU products.............................................................................69 

5.2 

Fresh fruit and vegetables ......................................................................................71 

5.2.1 

5.2.2 

5.2.3 

5.2.4 

5.2.5 

5.2.6 

SWOT analysis ...............................................................................................71 

Consumption ...................................................................................................71 

Offer ................................................................................................................80 

Specific market entry requirements .................................................................84 

Distribution ......................................................................................................85 

Challenges for EU products.............................................................................85 

5.3  Dairy ......................................................................................................................87 

5.3.1 

5.3.2 

5.3.3 

5.3.4 

5.3.5 

5.3.6 

SWOT analysis ...............................................................................................87 

Consumption ...................................................................................................87 

Offer ................................................................................................................97 

Specific market entry requirements ............................................................... 101 

Distribution .................................................................................................... 102 

Challenges for EU products........................................................................... 103 

5.4  Wine ..................................................................................................................... 105 

5.4.1 

5.4.2 

5.4.3 

5.4.4 

5.4.5 

5.4.6 

SWOT analysis ............................................................................................. 105 

Consumption ................................................................................................. 105 

Offer .............................................................................................................. 111 

Specific market entry requirements ............................................................... 115 

Distribution .................................................................................................... 115 

Challenges for EU products........................................................................... 116 

5.5 

Spirits ................................................................................................................... 118 

5.5.1 

5.5.2 

SWOT analysis ............................................................................................. 118 

Consumption ................................................................................................. 118 

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 Singapore – MARKET ENTRY HANDBOOK 

5.5.3 

5.5.4 

5.5.5 

5.5.6 

Offer .............................................................................................................. 125 

Specific market entry requirements ............................................................... 129 

Distribution .................................................................................................... 129 

Challenges for EU products........................................................................... 130 

5.6  Olive oil ................................................................................................................ 132 

5.6.1 

5.6.2 

5.6.3 

5.6.4 

5.6.5 

5.6.6 

SWOT analysis ............................................................................................. 132 

Consumption ................................................................................................. 132 

Offer .............................................................................................................. 137 

Specific market entry requirements ............................................................... 141 

Distribution .................................................................................................... 141 

Challenges for EU products........................................................................... 142 

5.7  Chocolate confectionery ....................................................................................... 143 

5.7.1 

5.7.2 

5.7.3 

5.7.4 

5.7.5 

5.7.6 

SWOT analysis ............................................................................................. 143 

Consumption ................................................................................................. 143 

Offer .............................................................................................................. 149 

Specific market entry requirements ............................................................... 152 

Distribution .................................................................................................... 153 

Challenges for EU products........................................................................... 154 

5.8 

Beer ..................................................................................................................... 156 

5.8.1 

5.8.2 

5.8.3 

5.8.4 

5.8.5 

5.8.6 

SWOT analysis ............................................................................................. 156 

Consumption ................................................................................................. 156 

Offer .............................................................................................................. 163 

Specific market entry requirements ............................................................... 167 

Distribution .................................................................................................... 167 

Challenges for EU products........................................................................... 168 

5.9 

Processed meat ................................................................................................... 170 

5.9.1 

5.9.2 

5.9.3 

5.9.4 

5.9.5 

5.9.6 

SWOT analysis ............................................................................................. 170 

Consumption ................................................................................................. 170 

Offer .............................................................................................................. 174 

Specific market entry requirements ............................................................... 176 

Distribution .................................................................................................... 177 

Challenges for EU products........................................................................... 178 

5.10  Prepared baby food .............................................................................................. 180 

5.10.1  SWOT analysis ............................................................................................. 180 

5.10.2  Consumption ................................................................................................. 180 

5.10.3  Offer .............................................................................................................. 183 

5.10.4  Specific market entry requirements ............................................................... 184 

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 Singapore – MARKET ENTRY HANDBOOK 

5.10.5  Distribution .................................................................................................... 186 

5.10.6  Challenges for EU products........................................................................... 186 

5.11  Sugar confectionery ............................................................................................. 188 

5.11.1  SWOT analysis ............................................................................................. 188 

5.11.2  Consumption ................................................................................................. 188 

5.11.3  Offer .............................................................................................................. 191 

5.11.4  Specific market entry requirements ............................................................... 194 

5.11.5  Distribution .................................................................................................... 195 

5.11.6  Challenges for EU products........................................................................... 196 

5.12  Processed fruit and vegetables ............................................................................ 198 

5.12.1  SWOT analysis ............................................................................................. 198 

5.12.2  Consumption ................................................................................................. 198 

5.12.3  Offer .............................................................................................................. 201 

5.12.4  Specific market entry requirements ............................................................... 202 

5.12.5  Distribution .................................................................................................... 202 

5.12.6  Challenges for EU products........................................................................... 203 

5.13  Biscuits and cereal bars ....................................................................................... 205 

5.13.1  SWOT analysis ............................................................................................. 205 

5.13.2  Consumption ................................................................................................. 205 

5.13.3  Offer .............................................................................................................. 208 

5.13.4  Specific market entry requirements ............................................................... 211 

5.13.5  Distribution .................................................................................................... 211 

5.13.6  Challenges for EU products........................................................................... 213 

6  Communication ........................................................................................................... 214 

6.1  Communication strategy ....................................................................................... 214 

6.1.1 

6.1.2 

6.1.3 

6.1.4 

Online & Digital Media ................................................................................... 214 

Social media platforms .................................................................................. 215 

Food blogs .................................................................................................... 217 

Traditional Media ........................................................................................... 218 

6.2 

Advertising regulations ......................................................................................... 219 

7  Singaporean Etiquette ................................................................................................. 220 

7.1  Quick facts ........................................................................................................... 220 

7.2 

Key DOs and DON’Ts .......................................................................................... 221 

8  Directory of Trade Support Projects, Organisations, and Service Providers ................ 222 

8.1 

8.2 

European Union Organisations ............................................................................ 222 

Directory of EU Member State Embassies/Consulates ........................................... 224 

8.3  Other organisations and service providers ........................................................... 227 

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 Singapore – MARKET ENTRY HANDBOOK 

8.3.1 
(APOs)  227 

Trade  promotion  organisations  (TPOs)  and  agri  food  promotion  organisations 

8.3.2 

Other relevant organisations ......................................................................... 230 

8.4  Calendar of trade events and exhibitions in 2025 / 26 .......................................... 233 

8.5  Database of professionals’ contacts ..................................................................... 235 

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Singapore – MARKET ENTRY HANDBOOK 

1  The  Food  and  Beverage  Market  Entry  Handbook: 

Singapore 

This Handbook is intended to act as a reference for those agri-food producers planning for, 
or in the process of entering, the Singaporean market. This Handbook provides step-by-
step guides on entering the agri-food market in Singapore including relevant information 
such  as  analysis  of  the  Singaporean  market  for  different  product  categories,  market 
access and market entry procedures, IP protection, referrals to professional buyers 
and a signposting and referral system providing useful contacts and ways to penetrate the 
Singaporean market.  

1.1  How to use this handbook  

Depending  on  your  stage  of  market  entry,  company  profile,  and  product  range,  different 
sections  within  this  handbook  will  be  helpful  to  a  different  extent  for  your  business 
strategies.  

For  those  wishing  to  learn  more  about  the  Singaporean  food  and  beverage  market  in 
general, section 2 provides a general country overview; section 3 provides and overview of 
the agri-food market; and section 4 an overview on market entry. These latter two sections 
contain information on: the food and beverage market, market access procedures, customs 
procedures, SPS and labelling requirements, intellectual property protection, including the 
status of geographical indications. The information contained within these sections is of a 
general nature and so may not be relevant for those in the more advanced stages of market 
entry.  

If you want to find out more information relevant for your product, then check out the Market 
Snapshots for Selected Products (section 5). This content illustrates the market situation, 
market  access  procedures,  SPS  requirements  etc.  specific  for  this  product  or  product 
category. This information will provide more industry specific information to consider as part 
of any market entry or market expansion strategies.  

If you already have decided that the Singaporean market is where you want to be, but you 
need  some  support,  then  the  Support  Services  Directory  can  point  you  in  the  right 
direction.  Contact  information  for  a  service  provider,  business  facilitation  support 
organisation, or from a business contact, could help put you in touch with the right parties 
who can help you to build your brand in the Singaporean market.  

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Singapore – MARKET ENTRY HANDBOOK 

2  Country introduction and overview 

Capital:  

Singapore (city-state) 

Population:  

6 million (2024)  

Area: 

692 km² 

Political structure:  

Parliamentary democratic representative republic  

Major languages: 

English, Malay, Tamil and Mandarin Chinese 

Major religions: 

Buddhism (29%), Christianity (23%), Atheism (23%) Islam (11%) 

Life expectancy: 

82.8 years (men); 82.9 years (women) 

Currency: 

Singapore Dollar S$ / SGD; 1 EUR = 1.51 SGD 

GDP growth:   

4% (2024) 

Exports: 

Imports:  

186 %of GDP (2023) 

150% of GPD (2023) 

Main exports*: Machinery and equipment (43%); Petroleum (19%); Chemical products (13%) 

Main imports*: Electrical machinery (31%); Mineral fuels including oil (20%); Machinery (15%) 

Unemployment rate:  2.2% (2024) 

Labour force:   

68% (2024) 

Main industries: 

• 

• 

• 

Agriculture: +/- 0% of GDP 

Industry: 25% of GDP  

Services: 75% of GDP 

Average household income (2023):   

EUR 132 666 

Household expenditure on food and beverages (2023): 

EUR 6 084 

Food and beverage market size (2024): 

EUR 11.8 billion 

Sources:  Euromonitor  International:  Economies  and  Consumers,  2024;  IMF;  UN,  World 
Bank; WHO, ECB. 

* Goods only listed 

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Singapore – MARKET ENTRY HANDBOOK 

2.1  Country overview: Singapore at a glance 

2.1.1 Past economic and political trends 

•  Singapore’s location at the southern tip of the Malay Peninsula has placed it 
as one of the crossroads of major sea trade routes between the East and the 
West.  

•  Singapore has historical ties to the UK and English continues to be one of the 

main languages spoken in the country.  

•  Singapore,  after  an  occupation  during  WW2  and  short-lived  merger  with 

Malaysia, eventually gained independence in 1965.  

•  Ever  since 

independence,  Singapore  has  been  a  republic  and 
parliamentary  democracy  (with  an  elective  and  non-executive  presidency). 
Lawrence Wong is currently the country's fourth Prime Minister.  

its 

Singapore is located along the Strait of Malacca, which is a narrow stretch of water between 
the Malay Peninsula and the Indonesian island of Sumatra. This stretch of water acts as the 
main  shipping  channel  between  the  Indian  and  Pacific  oceans,  which  geographically 
positioned Singapore to act as a key transit hub in the region both historically and in the 
present day. Between the 16th and 19th centuries, over time, the Malay Archipelago was 
gradually taken over by European colonial powers, which included the arrival of the British 
Empire to Singapore. The British identified the island of Singapore as a natural choice for a 
new port. The port was operated by the British as a “free port,” which allowed goods to be 
traded without tariffs or customs duties, making it highly attractive to global merchants and 
traders, growing the prominence of the port for shipping in the region. To this day this free-
market spirit continues to be a key cornerstone behind Singapore's economic development.  

With the outbreak of World War II in East Asia, Singapore found itself occupied by Japan 
between  1942  and  1945.  The  country  then  returned  briefly  to  British  rule  before  gaining 
partial  self-governance.  The  country  then  briefly  joined  Malaysia  before  returning  to 
independent rule in 1965. The country has been fully independent ever since.  

Under the leadership of the country’s first prime minister, Lee Kuan Yew, the government 
implemented a pragmatic economic strategy focused on industrialisation, attracting foreign 
investment,  and  export-driven  growth.  The  Economic  Development  Board  (EDB)  was 
established to transform Singapore into a manufacturing hub, initially focusing on textiles, 
electronics, and petrochemicals. By the 1970s and 1980s, Singapore evolved into a global 
financial and trading hub, leveraging its strategic location.  

In the 1990s, Singapore diversified into high-tech industries, biotechnology, and services 
like tourism and logistics, further enhancing its economic resilience. Policies such as the 
Central Provident Fund (CPF) ensured financial security for citizens while fostering savings 
and investments. Singapore weathered regional and global crises, including the 1997 Asian 
Financial Crisis and the 2008 Global Financial Crisis, due to its strong fiscal policies and 
diversified economy. 

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Singapore – MARKET ENTRY HANDBOOK 

2.1.2 Current economic situation and mid-term outlook  

•  Singapore is a high-income economy, one of the business friendliest places 

worldwide, and also among the world’s most competitive economies. 

•  Singapore was impacted heavily by the COVID-19 pandemic as global trade 
came to a halt, however, government stimulus packages and wage subsidies 
allowed for the economy to quickly rebound post-COVID-19.  

•  GDP growth is currently expected to be maintained at a rate of around 2-4% 

between 2025 and 2030. 

•  The  country  is  expected  to  remain  at  the  forefront  of  digital  and  high-tech 

manufacturing for the foreseeable future. 

Singapore is a high-income economy with a strong emphasis on open trade and liberal-free 
market economics. Singapore has one of the lowest tax rates in the world and is consistently 
ranked as one of the lowest corrupt nations to do business in globally. The country has one 
of the highest per capita income rates in the world ranking consistently amongst the top five 
richest  per  capita  economies  in  the  world.  Singapore  currently  ranks  as  the  27th  largest 
economy by GDP globally which is significant for a country of a small size and population 
which is just over 6 million.  

Singapore,  naturally,  is  not  immune  to  global  events  and  economic  triggers  such  as the 
COVID-19 pandemic which plunged Singapore into its worst recession since independence, 
with  a  5.4%  GDP  contraction  in  2020,  driven  by  disrupted  trade,  tourism,  and  aviation. 
However,  the  government’s  S$100  billion  stimulus  package,  wage  subsidies,  and 
accelerated digital transformation enabled a swift recovery and economic resilience which 
is reflected further in the 4% GDP growth rate that was registered in 2024.  

Economic  growth  is  currently  predicted  to  remain  around  2-4%  which  is  likely  to  be 
sustained by the country’s continuous investments into high-tech manufacturing and digital 
services, the strategic location of Singapore, despite investments into alternative ports in 
other areas along the Strait of Malacca, will continue to act as the core economic driver of 
the  country  as  the  country  continues  to  act  as  a  crossroads  for  shipping  and  also  flying 
between other regions of the world into and out of Asia.  

Figure 2-1: Real GDP Growth in Singapore: 2015-2040  

Note: Data for 2024 onwards are forecasts.  

Source: Euromonitor International: Economies and Consumers, 2024 

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Singapore – MARKET ENTRY HANDBOOK 

2.1.3 Populations trends  

•  Population  currently  stands  at  around  6  million,  immigration  is  largely  the 

main source of population growth. 

•  Entirely an urban population and ranked as one of the most densely populated 

countries in the world. 

•  Singapore continues to experience population aging with the country likely to 
have one of the oldest populations globally as a percentage going forward. 

•  The  country  is  multicultural  with  ethnic  Chinese  representing  74%  of  the 
population followed by Malay at 15%, Indians at 7%; and the remaining 3.4% 
including the many expats that work in the country.  

The current population of Singapore stands at just over 6 million, with the country being one 
of the most densely populated countries in the world, with a population density of close to 
8 250 people per square kilometre. The country had a low fertility rate of around 1.28 live 
births per woman, which currently stands as one of the lowest fertility rates in the world, but 
follows  similar  trends  seen  in  many  other  Southeast  Asian  markets.  Population  growth, 
therefore, is largely driven by immigration, with around 3.61 million residents of Singapore 
having citizenship status, 544 000 residents having permanent residency status, and 1.77 
million residents having non-residency status. 

The proportion of the population that is 65 and over currently stands at 20%; this cohort is 
likely to increase in upcoming years due to population ageing, which is further encouraging 
immigration to address labour shortages. The population is ethnically mixed with various 
large  communities  that  bring  with  them  unique  consumption  and  social  habits.  Overall, 
74.3% is ethnically classed by the government of Singapore as Chinese, followed by 15% 
of  the  population  being  classed  as  Malays  and  7.6%  of  the  population  being  classed  as 
Indian. The population from the “other” category, which represents multiple ethnic groups, 
stands at around 3.4% of the population. This last category includes a notable sub-group of 
people originally from European countries - mainly from the UK.1 

Projecting the total population going forward is difficult as it largely will depend on the influx 
of  immigration  to  the  country  as  demand  for  labour  in  the  country  conflates  an  ageing 
population with an extremely low birth rate. In a high immigration scenario, the population 
could,  in  theory,  reach  somewhere  between  7-8  million  by  2030;  in  a  low  immigration 
scenario,  the  population  will  peak  at  around  6.5  million  before  beginning  to  decline.  As 
Singapore is a city-state, the population is entirely urban in nature and largely adopts urban 
consumption  habits  such  as  demand  for  convenience  foods  and  the  faster  adoption  of 
alternative food consumption habits. 

1  Population  in  Brief  2024,  The  Government  of  Singapore,  available  at  https://www.population.gov.sg/files/media-
centre/publications/Population_in_Brief_2024.pdf  

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Singapore – MARKET ENTRY HANDBOOK 

Figure 2-2: Age Pyramid in 2021 and 2040 (forecast) in Singapore 

Source: Euromonitor International: Economies and Consumers, 2024 

2.2  Geography and key markets 

Singapore is strategically positioned at the Strait of Malacca, just 1 km from Malaysia and 
in close proximity to Indonesia. Its prime location near one of the world’s busiest shipping 
routes has cemented its role in global trade, while its geographical advantage as a hub for 
connecting  flights  to  Australia  and  Asia  has  contributed  to  Singapore  Changi  Airport's 
success,  which  handled  over  67  million  passengers  in  2024,  making  it  the  world’s  17th 
busiest airport. The nation, spanning only 722 km², is divided into 5 districts that encompass 
the entire country. 

Seasons in Singapore 

As a nation located geographically close to the equator, the concept of four seasons does 
not  apply  to  Singapore.  Locals  typically  refer  to  their  seasons  as  the  wet  season 
(September  to  February)  and  the  dry  season  (March  to  August).  As  Singapore  has  to 
import most of its food and beverage products, seasons in neighbouring nations have a 
larger  impact  on the city-state than the  weather  in Singapore  itself.  An example of this 
includes the 2023-2024 El Niño climate phenomenon, which interrupted weather patterns 
in the region and impacted monsoon patterns. This had the knock-on effect of increasing 
food  inflation  in  Singapore  as  the  production  of  food  and  beverages  in  Malaysia, 
Indonesia, and other regional markets was disrupted. 

Overview of urban markets  

As already noted, there are five administrative districts in Singapore. 

South-west: The South-west District is home to approximately 250 000 individuals, making 
it  the  least  populated  but  the  largest  district  geographically.  It  spans  about  one-third  of 
Singapore's total land area. The region includes significant industrial and nature reserves. 

North-west: The North-west District has a population of around 531 000. It features key 
infrastructure  such  as  the  Woodlands  MRT  Station  and the  Johor-Singapore  Causeway, 
critical  crossing  points  between  Malaysia  and  Singapore.  The  area  is  also  home  to  the 

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Singapore – MARKET ENTRY HANDBOOK 

Singapore Zoo, a major tourist attraction, and other recreational spaces like nature parks 
and reservoirs. 

Central Singapore: With a population of roughly 950 000, Central Singapore is the most 
economically  significant  region,  housing  the  Central  Business  District  (CBD),  key 
government institutions like Parliament, and the Presidential Residence. This district is the 
core for business meetings, high-level government activities, and cultural landmarks. 

North-east:  The  North-east  District  is  rapidly  growing  in  population  due  to  government-
backed initiatives encouraging relocation to the area. It is home to the Seletar Aerospace 
Park and will soon host the Singapore Institute of Technology. The region supports major 
manufacturers like Rolls-Royce and Singapore Technologies, making it a hub for aerospace 
and engineering industries. 

South-east: With a population of approximately 650 000, the South-east District is a critical 
gateway  to  the  world  via  Changi  Airport.  It  also  houses  the  Singapore  University  of 
Technology and Design (SUTD). The district is a hub for tech and financial organisations 
contributing significantly to Singapore's global connectivity and innovation landscape. 

Figure 2-3: Administrative regions of Singapore 

Agra CEAS based on the Government of Singapore official website. 

2.3  Domestic agricultural production and regions 

Nearly the entire city-state of Singapore is urbanised, leaving minimal space for traditional 
agricultural  activities.  As  a  result,  agriculture  contributes  less  than  0.5%  to  Singapore’s 
GDP. This dependency on foreign imports remains critical, with approximately 90% of the 
country's  food requirements  being  sourced  from  abroad.  With  a  population  of  nearly  6.1 
million  as  of  2024,  Singapore  faces  significant  challenges  in  achieving  food  security.  To 
address this, the government is investing heavily in urban agriculture and innovative farming 

17 

 
 
 
Singapore – MARKET ENTRY HANDBOOK 

technologies,  particularly  targeting  the  production  of  fruits  and  vegetables.  While  these 
initiatives  aim  to  reduce  reliance  on  imports,  Singapore  is  expected  to  remain  heavily 
dependent on foreign food supplies in the foreseeable future even if efforts to encourage 
urban agricultural development continue. 

Singapore has had to adapt to its urban environment and evolve new technologies to allow 
agricultural products to grow there; one such initiative is the growth of agrotechnology parks. 
These agrotechnology parks are modern agricultural estates developed with the appropriate 
infrastructure needed for farming. The parks have a total land area in Singapore of 1 465 
hectares and can produce products like livestock, eggs, milk, fruit, and vegetables. There 
are six agrotechnology parks in Singapore, which are located at: 

•  Lim Chu Kang 

•  Mandai 

•  Nee Soon 

•  Loyang 

•  Murai 

•  Sungei Tengah 

Output  from  these  farms  remains  low;  however,  the  government  is  investing  heavily  in 
agrotechnology farms as a key method to reach its overall target. This is further part of a 
wider campaign known as “30 by 30,” which is the goal of the government of Singapore to 
fulfil 30% of its nutritional needs through domestic agricultural production by 2030. 

18 

 
Singapore – MARKET ENTRY HANDBOOK 

3  Introduction  to  the  food  and  beverage  market  and 

consumers 

3.1  Overview of the food and beverage market and demand 

for imported products 

3.1.1 F&B market summary 

Singapore  has  minimal  agricultural  economic  activity  due  to  its  small  land  area  of 
approximately  728  square  kilometres  and  a  dense  population  of  6  million  as  of  2024. 
Urbanisation has consumed most of the city-state, leaving only around 0.7% of its total land 
area as arable. Despite this, Singapore is actively working to transform its agricultural sector. 

Singapore presently produces approximately 12% of the food it consumes, reflecting recent 
progress in its efforts to bolster local food production. Local production accounts for 30% of 
eggs consumed, 3% of vegetables, and 7% of fish consumed in Singapore.2  

Under the "30 by 30" strategy, there is a clear focus on everyday agri-food products which 
includes leafy vegetables, fish, eggs, seafood and fruits, the government has signalled that 
production  of  these  products  domestically  is  of  a  high  priority  for  addressing  food  security 
concerns3. Innovations such as rooftop farming, vertical agriculture, and agrotechnology farms 
are  at  the  forefront  of  Singapore's  strategy  to  expand  agricultural  output  within  its  highly 
urbanised environment. 

Despite  limited  domestic  agricultural  production,  Singapore  has  a  growing  and  competitive 
food  processing  sector.  In  2023,  the  sector  was  valued  at  over  EUR  10  billion.  Given 
Singapore's  limited  agricultural  space,  the  majority  of  ingredients  required  for  its  food 
processing industry, such as meat, seafood, dairy ingredients, and fruits and vegetables, are 
imported. Singapore's food processing sector is highly competitive, with over 1 000 enterprises 
operating within the sector. This is complemented by a robust food import and retail network, 
with more than 25 000 food retail outlets across the country.4 

3.1.2 International trade in F&B 

As  noted  above,  Singapore  continues  to  rely  heavily  on  food  imports  due  to  its  limited 
agricultural capacity. The nation's open economy and high dependence on external sources 
make  it  vulnerable  to  global  trade  fluctuations.  In  2023,  Singapore's  total  agricultural  and 
related  product  imports  reached  EUR  17  billion,  with  the  United  States  accounting  for 
approximately 7% of this total. The EU remains a significant partner in this sector. 

In 2023, the EU exported around EUR 2.3 billion worth of agri-food products to Singapore, 
which  represents  an  increase  of  over  EUR  100  million,  as  total  exports  in  2022  came  to  a 
value of EUR 2.2 billion. Conversely, total imports of agri-food products from Singapore came 
to a value of EUR 139 million (largely made up of agri-food products that are exported from 
elsewhere but transited via Singapore; see Figure 3-1).  

2  Singapore  Food  Statistics,  Singapore  Food  Agency,  Available  at  https://www.sfa.gov.sg/docs/default-source/publication/sg-
food-statistics/singapore-food-statistics-2023.pdf  

3  Grow  Local,  The  Singaporean  Food  Agency  (SFA),  Available  at  https://www.sfa.gov.sg/singaporefoodstory/grow-
https://www.sfa.gov.sg/singaporefoodstory/grow-.  

4 Department of Statistics of Singapore, Available at https://www.singstat.gov.sg/  

 
 
Singapore – MARKET ENTRY HANDBOOK 

Figure 3-1: Structure of EU-27 agri-food trade with Singapore, 2008 to 2023 

Source: European Commission: agri-food trade statistical factsheet, European Union – Singapore. Based on 
Eurostat-COMEXT data. 

The major exports from the EU to Singapore in 2023 were, in terms of value: 

•  Spirits and liqueurs – 30%, EUR 727 million  

•  Wine, vermouth, cider and vinegar (mainly the former) - 23%, EUR 558 million  

•  Dairy products – 7%, EUR 161 million  

A more detailed analysis of EU agri-food exports, by category, is provided in the market 

snapshots in section 5. 

 Figure 3-2: Top EU agri-food exports to Singapore in 2023 

Source: European Commission: agri-food trade statistical factsheet, European Union – Singapore. Based on 
Eurostat-COMEXT data 

 
 
 
Singapore – MARKET ENTRY HANDBOOK 

3.1.3 The market for imported F&B 

Singapore has a sizable market for imported food and drink items since the country's limited 
amount  of  arable  land  limits  its  ability  to  produce  its  own food  and  makes  it  dependent  on 
imports to ensure food security. Due to its high level of urbanisation, Singapore is home to a 
large number of food and beverage distributors and retailers, with Western, regional, and local 
fast-food  franchises  also  widely  available  in  the  country.  In  order  to  satisfy  the  needs  of 
Singaporean consumers  who  have  more discretionary  income than in other  markets  in the 
region, and in view of the high level of import dependency, goods must be imported into every 
link  of  the  food  and  beverage  supply  chain.  Additionally,  Singapore's  varied  population 
(section  2.1.3)  creates  demand  for  a  range  of  imported  products.  In  view  of  these  various 
factors,  Singapore  is  a  very  attractive  target  market  for  a  range  of  international  food  and 
beverage companies.  

Certain other insights of consideration for the Singaporean market include:  

•  The hotel, restaurant, and institutional (HRI) sector also plays a significant role in the 
F&B industry. As well as the affluent domestic population, in 2023, Singapore hosted 
13.6  million  visitors,  which  contributed  to  the  food  service  value  of  the  HRI  sector 
coming to EUR 9.2 billion.5 

•  Food security is an ongoing problem in the market, initiatives to alleviate this include 
the  country  approving  the  consumption  of  edible  insects  in  2024  to  address  food 
security concerns. While this is not an initiative that will influence EU exports, it gives 
a wider indication surrounding the need for alternative food sources in the country.6 

•  Despite  efforts  to  boost  local  food  production  through  high-tech  urban  farming, 
challenges persist. Singapore's "30 by 30" initiative, which aims to produce 30% of the 
country's nutritional needs locally by 2030, faces obstacles such as high operational 
costs,  limited  land  availability,  and  competition  from  imports  which  are  generally 
cheaper than domestically produced products (indeed for the reasons cited above). 

•  Singapore, with its trading history and continued open stance, is an important regional 
hub for some products, with products often being shipped to Singapore before being 
sent on to other markets. The prime example of this is alcoholic beverages. 

Taxation of Alcohol in Singapore  

Singapore taxes alcohol based on its alcohol content rather than its value, applying a specific 
duty of S$88 per litre (EUR 62) of pure alcohol.  

This  means  that  beverages  with  higher  alcohol  content  incur  higher  duties,  making  them 
more expensive in absolute terms. For example, a 750ml bottle of wine at 14% ABV is taxed 
at S$9.24 (EUR 6.58).7 

Food 

Service 

5 
https://apps.fas.usda.gov/newgainapi/api/Report/DownloadReportByFileName?fileName=Food+Service+-
+Hotel+Restaurant+Institutional+Annual_Singapore_Singapore_SN2024-0008.pdf  

Institutional 

Restaurant 

Singapore, 

Annual- 

Hotel 

- 

USDA, 

Available 

at 

6  Crickets  get  crunchy  as  Singapore  approves  edible 
https://www.reuters.com/world/asia-pacific/crickets-get-crunchy-singapore-approves-edible-insects-amid-food-security-push-
2024-07-30/?utm  

food  security  push,  Reuters,  Available  at 

insects  amid 

7  Singapore’s  Alcohol  Tax  (Updated  2023),  Three  Musketeers  Liquor  Delivery,  Available  at  https://www.3mk.sg/blogs/three-
musketeers-liquor-blog/singapores-alcohol-tax-updated-
2023?srsltid=AfmBOoqd0xoRFaDI0iZpXHFrkajOZXAeH8cX6gmbmQeijm00xO-KrwO5  

 
 
 
Singapore – MARKET ENTRY HANDBOOK 

3.2  Growth Drivers and Trends  

The key factors affecting the food and beverage market in Singapore are: 

•  A high dependency on imports. Despite having a large population, Singapore is a 
small city-state with a very small domestic food or beverage industry. Due to its large 
population and high consumption of imported goods, Singapore is heavily reliant on 
imports from other markets, with Malaysia, China, and Indonesia being major exporters 
of  processed  and  fresh  products,  while  France  is  a  major  exporter  of  alcoholic 
beverages. 

•  Diverse  population  with  various  demands.  The  population  of  Singapore,  as 
mentioned in section 2.1.3, is quite varied. The ethnically Chinese population, which 
comprises around 74% of the population, has a clear preference for fresh vegetables 
and  seafood,  while  the  ethnically  Malay  population  of  around  15%  has  a  clear 
preference for halal-certified products and will likely abstain from pork consumption. 
The  ethnically  Indian  population  of  around  7%  of  the  population  will  likely  have  a 
preference  for  vegetarian  or  plant-based  products  due  to  the  high  adherence  to 
vegetarianism amongst Hindus. There is also a significant segment of the population 
(20%) that is over the age of 65, which brings with it alternative consumption habits 
that are more common to this age group, such as convenience and ready-to-eat foods 
or  traditional  foods  from  the  region.  Overall,  the  diversity  of  Singapore’s  population 
acts as both an entryway to the consumer base and a barrier, as certain considerations 
need to be taken into account when targeting consumer groups in the country. 

•  High disposable incomes. Singapore is a well-developed and wealthy nation with a 
high  standard  of  living,  where  residents  generally  enjoy  substantial  disposable 
incomes. This financial stability enables consumers to spend more on a diverse range 
of  food  and  beverage  products,  fuelling  market  growth  and  increasing  demand  for 
premium, speciality, and international products. As a result, Singapore’s dynamic F&B 
sector continues to expand, with consumers showing a growing interest in high-quality, 
organic,  gourmet,  and  health-conscious  food  options.  Additionally,  the  country's 
openness to global trade and strong purchasing power make it an attractive market for 
new  and  innovative  food  products,  allowing  businesses  from  around  the  world  to 
introduce diverse culinary offerings that cater to evolving consumer preferences. 

 
Singapore – MARKET ENTRY HANDBOOK 

Figure 3-3: Growth drivers and trends – the Singaporean food and beverage market 

Drivers
- High dependency on 
imports
-Diverse population with 
various demand
- High disposable 
incomes

Trends
- Food security concerns
- Presence and expansion 
of international brands
- Alternative product 
offerings

Demand for 
imported 
products

Source: Agra CEAS based on European Commission agri-food factsheet; USDA GAIN reports, Euromonitor 
International and various (see footnotes). 

In terms of current trends, the following stand out: 

•  Food security concerns. As discussed in section 3.1.3, the country of Singapore is 
continuing to face significant food security concerns; these further drive demand for 
imported  products,  as  imported  products  are  crucial  for  meeting  domestic  food  and 
beverage consumption demand. With the population of Singapore growing to just over 
6 million in recent years, this has put pressure on the country to continue to open its 
market to imported food and beverage products as domestic production continues and 
will continue to be far from satisfying domestic demand. 

•  Presence  and  expansion  of  international  brands:  A  large  variety  of  major 
international  producers  have  a  presence  in  Singapore,  with  Singapore  often  being 
remarked as a gateway to the wider Southeast Asian region. EU companies such as 
Heineken  N.V.,  FrieslandCampina,  and  Carlsberg  continue  to  operate  regional 
headquarters in Singapore, while other international brands such as Chick-fil-A (USA) 
and Tim Hortons (Canada) are planning to expand their presence in Singapore,8 which 
further  signals  that  major  international  players  in  the  agri-food  sector  are  regarding 
Singapore as a healthy market for expansion. This regional gateway status extends 
also  to  importers,  distributors,  and  support  services,  with  several  of  these  entities 
taking a regional approach from a Singaporean base. 

•  Alternative  product  offerings:  There  is  a  growing  emphasis  on  sustainability  and 
ethical  sourcing  in  Singapore's  F&B  industry.  Consumers  are  seeking  products  that 
are environmentally friendly; there is also the growing popularity of plant-based and 
vegan  diets,  which  are  also  on  the  rise,  driving  demand  for  plant-based  meat 

8 Chick Fil A to Enter Asia in 2025 with first restaurant in Singapore, Chick Fil A, available at https://www.chick-fil-a.com/press-
room/2024/10/announcing-expansion-in-singapore?utm_source  

 
 
 
Singapore – MARKET ENTRY HANDBOOK 

alternatives and dairy-free products. There is a notable increase in demand for non-
alcoholic beverages, including non-alcoholic beers and mocktails. 

Despite the reliance on imports, there is a notable consumer preference for local produce to 
the extent that it can be provided. Approximately just over 25% of consumers prefer buying 
local  to  support  Singapore's  food  security  goals,  while  around  20%  are  motivated  by 
perceptions of freshness and quality.9 

3.3  Consumer profiles and preferences 

3.3.1 Consumer profiles  

Singapore’s general consumer profile has various specificities. Notable ones are as follows: 

•  Citizens: The citizen population of Singapore stands at around 3.64 million; these are 
consumers  who  are  long  established  in  the  Singaporean  market  and  come  from 
various  ethnic  groups  such  as  Chinese  Singaporeans  (the  absolute  majority  of  the 
population),  Malay  Singaporeans,  and  Indian  Singaporeans,  amongst  other  ethnic 
groups. The population has been increasing in recent years on average by around 300 
000  annually;  however,  this  is  largely  driven  by  immigrants  that  have  obtained 
citizenship.  Overall,  citizens  of  Singapore  tend  to  be  older,  with  population  ageing 
being a major trend in the country as birth rates remain very low. Some specifics to 
this  core  consumer  group  include  generally  having  higher  income  levels  than  non-
citizens and a high appreciation for traditional and domestic products. 

•  Non-citizens: This population stands at around 2.36 million and incorporates a wide 
variety of individuals of varying status, such as international students and members of 
the foreign workforce. This group is the key driver behind the growth of the population 
of  Singapore.  Chinese,  Malays,  and  Indians  also  represent  the  majority  of  the  non-
citizen  population,  with  the  population  of  the  country  from  European  countries  also 
being largely within this category and coming mainly from the UK. This group tends to 
be younger than the population with citizenship status, with international consumption 
trends and habits appealing to this consumer group in particular. This group will likely 
grow as a proportion of the population, as the rising population of Singapore is largely 
driven by foreign arrivals. 

•  Digitalised population: Internet penetration in Singapore is extremely high, amongst 
the highest in the world, given that the country operates as a city-state. Around 96% 
of the population regularly uses the internet, and a further 85% have at least one social 
media profile. The role of digital marketing and e-commerce in the food and beverage 
market continues to expand in the country, with the food and beverage e-commerce 
market  estimated  to  be  valued  at  around  EUR  900  million  as  of  2024;  and  the  city 
status of the state massively facilitating e-commerce logistics.10 

Even  though  Singapore  is  a  small  country,  consumers  can  be  characterised  by  the 
following three factors:  

•  Urbanised  population  Essentially  the  entire  population  falls  into  the  category  of 
urbanised by virtue of living in Singapore. As a result, consumer patterns that tend to 
be  identified  amongst  urbanised  populations  such  as  an  increased  demand  for 

9  Local  vs  Imported  food:  Which  do  most  consumers  in  Singapore  prefer  and  why?,  YouGov  Poll,  Available  at 
https://business.yougov.com/content/49871-local-vs-imported-food-which-do-most-consumers-in-singapore-prefer-and-
why?utm  

10 Grocery market in Singapore, ECDB, available at https://ecommercedb.com/markets/sg/food  

 
 
 
Singapore – MARKET ENTRY HANDBOOK 

convenience foods; a wider appreciation for niche and alternative products; and further 
exposure  to  international  consumer  trends;  can  also  be  identified  across  the 
Singaporean  consumer  base.  Singaporeans  tend  to  be  open  to  international  trends 
and  consumption  habits  are  largely  influenced  by  trends  and  patterns  that  have 
originated from abroad; therefore, producers and exporters may want to follow patterns 
and  trends  that  have  emerged  across  South-East  Asia  and  further  within  the 
anglosphere  to  help  them  identify  some  best  practises  that  might  be  attractive  to 
Singaporean consumers.  

•  Affluent consumer base: As mentioned above, there exists a large segment of the 
Singaporean consumer base that can be classified as affluent, that is to say, they have 
high  incomes  and  generally  are  willing  to  pay  more  for  premium  and  unique  high-
quality  food  experiences.  Artisanal,  speciality,  and  gourmet  food  product  categories 
are  particularly  attractive  to  this  consumer  base,  as  are  high-quality  food  and 
beverages that are imported from abroad, such as alcoholic beverages from the EU or 
certain dairy products such as cheese. 

•  Health-conscious  consumer  base:  Singapore's  health-conscious  consumers 
prioritise nutritious, organic, and functional foods that align with their wellness goals. 
This  group  includes  middle-  to  upper-income  individuals,  especially  millennials  and 
Gen  Z,  who  actively  seek  products  with  natural  ingredients,  low  sugar,  and  added 
health benefits. The growing popularity of plant-based diets and functional foods, such 
as  protein-enriched  snacks,  probiotics,  and  superfoods,  reflects  this  trend.  These 
consumers are also highly receptive to sustainable and clean-label products, making 
transparency in sourcing and production a key factor in their purchasing decisions. 

3.3.2 Cultural Sensitivities and Other Considerations  

Like in every country, there are some very specific aspects to Singapore and sensitivities that 
should be taken into account as well. Some of these that are particularly relevant to business 
owners and companies interested in exporting food and beverage products are listed below. 

Dress code and punctuality 

The dress code is different from the European one, mostly due to Singapore’s warm and humid 
climate. Business attire, therefore, is adapted to the all-year-round weather conditions and has 
a tendency to be more informal than in other Asian countries like Korea or Japan. This means 
it is generally acceptable for men to wear their shirts and trousers without a tie and jacket, 
while women often wear light business suits. Moreover, colours can be lighter and brighter 
than dark blues, greys, or black. If accessories are worn, they tend to be of good quality and 
not too opulent. 

Punctuality  is  highly  important  for  Singaporeans.  People  usually  are  on  time,  stay  within 
scheduled meeting timeframes, and keep deadlines. Thus, it is highly important to do the same 
and to always be on time. 

Business cards and networking 

Business cards are important to exchange when doing business. Cards are to be exchanged 
with two hands and thoughtfully read before putting them away (into a business card case). 
They are to be treated respectfully because the approaching business relationship will be built 
on this exchange. 

Networking  is  an  essential  part  of  successful  businesses  in  Singapore.  Singaporean 
consumers  are  mostly  highly  educated  and  well-travelled.  Doing  business  is  a  long-term 

 
Singapore – MARKET ENTRY HANDBOOK 

process, which makes it important to build strong business relationships, especially for new 
start-ups.11  

Gift giving 

Giving  gifts  in  a  business  context  is  not  as  common  as  in  other  Asian  countries.  The 
Singaporean government introduced some rules concerning gift giving to prevent corruption 
from happening as much as possible. The reason behind this is some corruption scandals in 
other Asian countries. However, gifts can be given to a whole group rather than one individual 
but should not be expensive (e.g., pens with logos are appropriate). Gifts should be wrapped, 
as is common in this region, and are usually not opened in front of the gift giver. However, 
black and white wrapping paper should not be used because those colours are associated 
with grief.12 As a result of Singapore being a multicultural nation with different ethnic groups, 
gift giving traditions differ: 

•  Giving  gifts  to  Chinese  Singaporeans:  Out  of  politeness  Chinese  often  refuse  to 
accept a gift a few times first. Gifts are often wrapped in red or gold-coloured paper. 
Gifts  should  not  contain  yellow  or  white  flowers,  umbrellas,  green  hats,  clocks, 
handkerchiefs, or sharp objects. Furthermore, the number 8 means ‘get rich,’ while the 
number 4 stands for ‘die’ and thus should not be part of a gift related to numbers. It is 
impolite to bring food to a dinner (unless agreed upon beforehand) because it makes 
the host appear incapable of hosting the dinner alone.  

•  Giving gifts to Malay Singaporeans: Malays appreciate gifts. If invited to a home, 
small gifts like flowers, candies, or toys for children are appreciated. Most Malays are 
Muslims, and therefore giving alcohol or pork is not an option. It is suitable to bring 
food to a dinner, but all food gifts need to meet halal standards. 

•  Giving  gifts to  Indian or  Hindu  Singaporeans:  Bright  colours  are  associated  with 
happiness, and thus wrapping paper should be red, yellow, or green. It is inappropriate 
to gift Hindu Indians with food, including most notably beef; and care must be taken 
with alcohol (it is important to be certain that the intended receiver of the gift indeed 
drinks  alcohol;  if  in  doubt,  it  is  best  to  avoid  gifting  alcohol).  Moreover,  frangipanis 
(flowers) should not be given either because they traditionally are used for funerals. 
Money  should  be  always  given  in  unusual  numbers  (EUR  11  instead  of  EUR  10) 
because those are believed to bring more luck.13 

Traditional cuisine and differences in food that can be eaten 

Singapore's neighbours, which are from a variety of cultures, including Chinese, Indians, and 
Indonesians, have traditionally affected the country's traditional food. Indeed, the cuisine is a 
culinary  melting  pot  that  combines  various  cooking  techniques  and  flavours,  drawing 
inspiration from a wide range of sources. Many foods that originated in other parts of the world, 
such  as  Indian  biryani  and  Chinese  wonton  mee,  are  now  considered  to  be  Singaporean. 
Singapore's  food  has  been  influenced  by  various  religions  because  of  its  cosmopolitan 
makeup. The eclectic culinary cuisine, which in turn depends on a large and varied range of 

11 A glimpse of Singapore’s consumer market http://www.singaporeincorporationservices.com/Blog/registration/a-glimpse-of-the-
singapore-consumer-market  

12  Cultural  differences 
differences-in-international-business 

in  Singapore  https://www.netherlandsworldwide.nl/countries/singapore/doing-business/cultural-

13 International Gift Giving Etiquette – Singapore http://www.1worldglobalgifts.com/singaporegiftgivingetiquette.htm; Singaporean 
Culture https://culturalatlas.sbs.com.au/singaporean-culture/singaporean-culture-etiquette; Singapore | Preparations | Etiquette 
and Customs https://expatessentials.net/singapore-preparations-etiquette-and-customs/ 

 
 
Singapore – MARKET ENTRY HANDBOOK 

ingredients, is influenced by a variety of foods, such as Muslim dishes that are free of alcohol 
and pig, Hindu dishes that are free of beef, and vegetarian Buddhist dishes.14 

Despite  its  very  limited  domestic  agricultural  production,  locally  available  ingredients  are 
important for Singaporean dishes. Due to its location at the South China Sea and the Straits 
of Malacca, people enjoy eating seafood, including different fish, crabs, stingrays, and prawns. 
Belacan, a shrimp paste, is commonly used to season dishes, together with bean sauce and 
common  Chinese-style  soy  sauce.  In  addition  to  seafood,  fresh  fruit  like  mangosteen, 
pineapple, rambutans, longans, lychee, and durian are essential ingredients as well. For their 
desserts, Singaporeans especially use palm sugar, pandan, and coconuts. 

Eating habits 

Locals enjoy eating frequently, which is why it is common for them to have around five or six 
meals per day. Food is incorporated into everyday life because instead of only greeting each 
other, Singaporeans will ask, “Have you eaten?”. 

At the high end of the cuisine spectrum, upscale restaurants with quality food are numerous 
in  relative  terms.  Within  the  size-wise  small  country,  51  Michelin-starred  restaurants  are 
located currently in Singapore as of January 2025. 

Regulations 

Singapore  has  very  strict  laws  that  need  to  be  kept  in  mind  when  visiting.  The  city  is  very 
clean, and fines are given for littering and spitting. Moreover, it is not allowed to chew chewing 
gum (medicinal ones, e.g., nicotine gums, are allowed if necessary). Smoking within the city 
is  only  allowed  in  designated  smoking  areas,  which  usually  are  outlined  with  yellow  lines. 
Moreover, it is restricted to eat or drink on public transport. Fines for breaching some of these 
regulations can reach up to EUR 450.15 

14 Western Cuisine https://www.citynomads.com/food-drink/western-european/ 

157 Things Tourists Should Avoid Doing in Singapore  https://theculturetrip.com/asia/singapore/articles/7-things-tourists-should-
avoid-doing-in-singapore/ 

 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

4  Market access and entry 

This section provides details on the necessary requirements for entry into the Singaporean 
market, outlining existing market access restrictions and explaining procedures. A summary 
of market access and entry is presented in section 4.1, in the form of a SWOT analysis. 

4.1  Summary SWOT analysis 

STRENGTHS (+) 

WEAKNESSES (-) 

▪  Very heavy reliance on imported foods. 
▪  Wealthy  population  and  ethnically 
diverse population, generally with high 
disposable income. 

▪  While standards  are  high,  with  the  food 
safety  system  quite  import-orientated, 
requirements  are 
market  access 
strenuous/more 
generally 
efficient than many other countries in 
the region.  

less 

▪  Singapore  is  the  EUs  largest  trading 
partner  in  ASEAN,  a  group  that  is 
projected to be the world’s fourth largest 
economic bloc by 2030. 

▪  Small population which in turn limits the 

size of the potential market. 

▪  A  multicultural 

population,  while 
providing diversity, further fragments the 
population, meaning that niche markets 
are particularly small. 

▪  Distant  market 

time),  which  makes 

(around  40  days 
the 
very 

fresh  produce 

shipping 
transport  of 
challenging.  

▪  Government  policy  can  and  has 
certain 
significantly 
product  sectors 
food, 
alcohol  and  products  that  are  high  in 
certain nutrients).  

(e.g.  baby 

influenced 

OPPORTUNITIES (+) 

THREATS (-) 

▪  Opportunities  across  the  board  due  to 
the high level of reliance on imports; both 
in terms of products to sell to consumers, 
and inputs. 

▪  The  market  skews  premium  in  many 
product  categories,  creating  good 
opportunities 
premium 
products.  

for  EU 

▪  Singapore is an important regional hub 
for South-east Asia, and hence may offer 
a  gateway  for  exporting  to  the  broader 
region  for  some  products  (alcohol  in 
particular). 
▪  E-commerce 

quickly, 
particularly in certain categories such as 
confectionery and wine. 

grown 

has 

▪  Considerable import competition in all 
product categories, most notably from 
geographically 
ASEAN 
neighbours, Australia, New Zealand and 
the US. 

closer 

▪  While  domestic  agricultural  sector  is 
small,  the  domestic  food  processing 
industry 
is  notable  and  provides 
competition in some products categories 
(e.g. chocolate, beer). 

▪  Singapore's  30  by  30  strategy  aims  to 
reach 30% domestic food production 
by  2030,  lowering  demand  for  imported 
goods.  

 
Singapore – MARKET ENTRY HANDBOOK 

4.2  Food and beverage legislation and regulations 

4.2.1 Import 

requirements/restrictions, 

customs  procedures  and 

documentation 

The  general  steps  that  must  be  followed  for  importing  any  goods  into  Singapore  are  as 
follow:16 

1.  Register for a UEN (Unique Identity Number) and activate customs account: any 
entity that intends to engage in importation or exportation activities in Singapore must 
register  for  a  UEN  number  and  activate  their  customs  account  upon  receiving  their 
UEN number. 

2.  Check  if  goods  to  be  imported  are  controlled  or  if  they  are  goods  subject  to 
restrictions by competent Authorities (CAs) in Singapore. This can be done by using 
engine: 
the 
https://www.tradenet.gov.sg/tradenet/portlets/search/searchHSCA/searchInitHSCA.d
o. If the item is subject to control, the name of the Competent Authority will be indicated 
next to the HS code.  

product 

HS/CA 

search 

3.  Apply for interbank GIRO.  

4.  Furnish  Security:  it  will  be  necessary  to  furnish  security  transactions  involving 
dutiable goods, temporary import of goods for previously approved purposes and for 
the  operation  of  licensed  premises  such  as  factories  of  warehouses.  The  security 
furnished should come in the form of a Bankers Guarantee or an insurance bond.  

5.  Apply for Customs Import Permit: this can be done in one of the following ways.  

o  Appointing a declaring agency to work on your behalf. 

o  Applying for a customs permit for your own behalf (this requires a Tradenet ID).  

6.  Prepare documents for cargo clearance: permits that get approved are subject to a 

validity period in which the permit must be used.  

7.  Retain  the  trade  documents:  generally,  it  is  only  necessary  to  retain  the  relevant 
supporting documents to the purchase, import, sale and export of a good for a period 
of 5 years from the date of approval of the permit. Singaporean customs agents are 
within their rights to ask for documents during the five-year waiting period.  

More information on some of these steps is presented later in this sub-section. 

General documentation requirements for goods imported into Singapore are set out in Table 
4-1. There are additional documentation requirements for specific products/HS codes; these 
are presented in Table 4-2. 

16 https://www.customs.gov.sg/businesses/importing-goods/overview/  

 
 
Singapore – MARKET ENTRY HANDBOOK 

Table 4-1: General requirements for goods exported to Singapore (including F&B) 

Name 

Description 

Air Way bill 

the  details  of 

A  document  containing 
the 
transportation  of  products  by  air  and  proving  the 
transport  contract  between  the  consignor  and  the 
carrier's company. One Air Waybill may be used for 
the multiple transhipment of products. 

To be 
prepared by 

Languag
e 

Carrier 
agent) 

(or  his 

Usually EN 

Bill of Lading 

A document containing the details of the international 
transportation of products by sea.  

Carrier 
agent) 

(or  his 

Usually EN 

Commercial 
Invoice 

A document containing the details of the transaction. 
To be submitted to customs in triplicate. 

Exporter 

Inward 
Singapore 
Declaration/Import 
Permit 

A  document  declaring  the  goods  to  be  imported  to 
Singapore  Customs.  To  be  completed  online; 
registration with Singapore customs is required. 

Importer 

EN 

EN 

Pre  arrival  and 
arrival notices 

Notification  of  the  arrival  /  impending  arrival  of 
vessels. 

Carrier 
agent) 

(or  his 

EN 

Insurance 
Certificate 

Manifest 

A document proving that a contract for the insurance 
of the goods has been signed. May be required for 
customs clearance. 

Insurance 
company  of 
the 
importer/exporter 

EN 

A document notifying the authorities of the arrival of 
a  vessel/an  aircraft  and  summarising  the  goods 
loaded therein.  

Freight  forwarder 
(or his agent) 

EN 

Packing List 

A  document  containing  the  details of  the  shipment, 
including the content of the packages, description of 
the goods, marks and numbers.  

Exporter  

EN/FR 

Proof of preferential 
origin 

A document confirming the preferential origin of the 
goods  to  be  imported.  It  is  required  if  preferential 
treatment under an FTA or arrangement is claimed. 
A  certificate  of  non-preferential  origin  may  be 
requested by customs for goods without preferential 
origin for which customs has doubts. 

Source: European Commission Access2Market Database.  

Exporter 

Usually EN 

 
Singapore – MARKET ENTRY HANDBOOK 

Table 4-2: overview of market entry requirements by handbook product category 

t
a
e
m
h
s
e
r
F

X 

X 

X 

? 

Name and description 

Registration of importers of processed food products and food 
appliances. Document certifying that importers of processed food 
products are registered with the SFA. 

Registration of foreign meat exporters. Document confirming 
that foreign exporters of meat have been registered with the SFA. 

Licence to import meat and fish products. Document proving 
that the bearer is authorised for the import of meat and fish 
products. 

Veterinary health certificate for animal products. Issued by 
authorities of the country of export, translation into English 
required. 

Authorisation to import endangered species and products. 
Permits the import of certain wildlife products, notably those 
subject to CITES. 

Licence to import fresh fruits and vegetables. Document proving 
the bearer is authorised to import fresh F+V. 

Phytosanitary certificate. Issued by authorities of the country of 
export, translation into English is required. 

Registration of new plant varieties. Document certifying that 
new plant varieties have been registered with IPO Singapore. 

V
&
F

y
r
i
a
D

,
s
t
i
r
i
p
s
(

l

o
h
o
c
l
A

)
r
e
e
b

,
e
n
w

i

l
i

o
e
v
i
l

O

l

e
t
a
o
c
o
h
C

r
a
g
u
S

y
r
e
n
o
i
t
c
e
f
n
o
c

? 

X 

X 

X 

X 

X 

X 

X 

X 

? 

X 

t
a
e
m
d
e
s
s
e
c
o
r
P

? 

X 

X 

X 

? 

s
t
i
u
c
s
i
B

V
&
F
d
e
s
s
e
c
o
r
P

d
o
o
f
y
b
a
B

X 

? 

X 

? 

? 

? 

? 

? 

? 

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

Import Permit for Plants and Plant Products. Document 
permitting the import of plant and plant products.  

Post entry inspection for imported plants. Document certifying 
that post entry inspection on imported plant products has been 
completed. 

Source: Agra CEAS based on Access2Market 

? 

? 

X 

required for the category 

? 

only required for the category in specific cases, consult Access2Market for more data 

? 

? 

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

Category of food product according to the Singapore Food Agency (SFA) 

Before exporting any food or beverage products to Singapore, exporters should confirm the 
classification of their food product according to the Singapore Food Agency (see box below). 
The main categories are displayed in Table 4-2. In addition to these categories, a category of 
novel foods exists. It is only necessary to consult the conditions on novel foods17 if a product 
does not fall inside the categories in the table below (which should not normally be the case 
for the products covered in section 5 of the handbook). 

Food classification tool 

The SFA has an online tool to help with food classification. This can be found at the following link: 

https://www.sfa.gov.sg/tools-and-resources/food-and-related-products-classification-tool  

Table 4-3: Product classification according to SFA 

SFA 
Category 

Meat 

Brief overview 

Key legislation to 
comply with 

Whole carcass or any part of animals, whether chilled, frozen 
or processed. 
Products containing over 5% meat fall in this category. 
See list of HS codes for meat category. 

Wholesome Meat and Fish 
Act 
Sale of Food Act 

Fish 

Fish,  crustaceans,  molluscs,  sponges,  other  aquatic  life; 
whether live, chilled, frozen, processed or in canned form.  
See list of HS codes for fish category. 

Wholesome Meat and Fish 
Act 
Sale of Food Act 

Fresh  fruit  and 
vegetables 

Raw  and  unprocessed  fruits  and  vegetables.  Products  which 
have undergone some processing fall under processed foods. 
See list of HS codes for F+V category. 

Control of Plants Act 
Sale of Food Act 

Shell 
and 
processed eggs 

As per title. 
List of HS codes for shelled. 
List of HS codes for processed. 

Animal and Birds Act 
Sale of Food Act 

Processed food  All  products  of  a  food  nature  not  grouped  in  the  above 

Sale of Food Act 

categories. 
List of HS codes for processed food category. 

Live animals 

Live  poultry,  livestock  and  animals  meant  for  the  purpose  of 
slaughter for consumption. 
List of HS codes for live animals category. 

N/A for handbook 

Rice 

Raw rice.  
List of HS codes for rice category. 

N/A for handbook 

Source: Singapore Food Agency 

* This mapping is indicative and general, for example a pasta product stuffed with meat may fall under the category 
of meat products rather than processed food. The product being exported should be carefully checked against the 
descriptions and CN codes provided. 

17  Novel  food  covers  foods  and  ingredients  which  do  not  have  a  history  of  safe  use,  or  those  produced  using  advances  in 
technology to produce compounds chemically identical to naturally occurring substances). 

 
 
Singapore – MARKET ENTRY HANDBOOK 

Singapore Food Agency (SFA) 

The Singapore Food Agency is responsible for food safety in Singapore as its name suggests. 
It  was  created  in  2019  in  order  to  centralise  food  safety  in  one  entity.  More  details  on  the 
agency and the act establishing it can be found in section 4.2.2. 

Trader’s licence / registration 

It is necessary to apply for a trader’s licence or register with the SFA before importing food 
into Singapore (as well as exporting from or transhipping). Difference licences are required for 
the different categories as set out in the table below. 

Table 4-4 : Overview of licences 

Type of licence  

SFA categories 
covered 

Details 

Licence for import / export / transhipment 
of meat and fish products 

Meat 

Fish 

SGD 84 per year. 

Licence for import / transhipment of fresh 
fruits and vegetables 

Fresh fruit and vegetables  SGD 378 per year. 

Licence to import table eggs 

Fresh eggs 

Free 

Registration  to  import  processed  food 
products and food appliances 

Processed food 

Free 

Source: based on https://www.sfa.gov.sg/food-import-export/licence-permit-registration/application-process-fees-
for-licence-permit-registration-for-import-export  

A  GIRO  account  is  required  for  traders  with  the  licences  other  than  for  processed  food 
products. This account serves to pay licence renewal fees (where applicable) and permit fees. 
Information on a GIRO account and how to open one can be found here: 

https://www.sfa.gov.sg/e-services/payment-modes#giro  

As a general rule, if working with a local partner who is serving as an importer it is advisable 
to talk with them first as they should possess the necessary licence / registration; and should 
assist with import permits and any eventual inspections (see below). 

Guide on how to apply for licence/registration 

A guide on how to apply for the licences/registration referred to above can be found at the following 
link (in English): 

https://www.sfa.gov.sg/docs/default-source/e-service/step-by-step-guide/guide-on-lic-and-reg-
renewal.pdf  

Import permit 

An  import  permit  is  required  for  all  food  products  brought  commercially  into  Singapore, 
regardless of the means of transport. This can be obtained through TradeNet. The following 
are required: 

•  Licence / registration number 

 
 
 
Singapore – MARKET ENTRY HANDBOOK 

•  HS / product code (please see category table above which links HS code to product 

code)  

•  Establishment code to identify exporting country 

More information can be found on this page of the Singapore customs website. 

Establishment accreditation 

Several food products imported into Singapore must come from source approved by SFA. The 
accreditation  process varies  by  product type,  with applications to be  submitted  through  the 
country of origin’s competent authorities. 

Meat 

This applies to the SFA category of meat products as defined by the SFA (Table 4-3).  

As a general rule, accreditation occurs at three levels, and each level of accreditation must be 
completed before the next can be performed:  

•  The  competent  authorities  of  the  exporting  country  must  be  accredited  (see 

https://www.sfa.gov.sg/docs/default-source/food-import-and-
export/list_of_approved_countries_regions.pdf 
contains details on eggs and seafood). 

the  current  situation,  which  also 

•  The  slaughterhouses  and  meat  processing  establishments  wishing  to  export  to 
Singapore must apply for SFA accreditation through the competent authority of their 
country. Two different forms exist:  

o  one for slaughterhouses / cutting plants  

o  one for canning / processing plants 

•  Applications  must  be  made  for  new  products  from  approved  slaughterhouses  / 

establishments. 

More  detail  is  provided  in  the  market  access  sections  for  fresh  meat  and  processed  meat 
(sections 5.1.4 and 5.9.4). 

Processed products, fruit and vegetables. 

Only establishments regulated by the competent authority in the country of origin are permitted 
to export their products to Singapore. No additional accreditation from SFA is required. 

Live poultry, fresh table eggs and processed eggs and seafood 

Competent authorities in the country of origin and the farms must seek SFA approval prior to 
export. As these sectors are out of scope of the sectors covered in section 5 of this handbook, 
the SFA website (see box below) can be consulted on the procedures, if of interest. 

 
Singapore – MARKET ENTRY HANDBOOK 

SFA guide on accreditation 

The SFA has a webpage on accreditation for different products. This can be found at the following 
link: 

https://www.sfa.gov.sg/food-import-export/accreditation-of-overseas-farms-
establishments/overseas-accreditation-of-food-food-products  

4.2.2 Food safety and other food certification requirements 

Singapore is heavily reliant on the importation of food, and 
as a result, policies are mainly focused on ensuring a steady 
supply  of  food  imported  from  abroad  that  is  safe  for 
consumption. As part of this policy orientation, the Singapore 
Food  Agency  Act  of  2019  centralised  food  safety  into  one 
entity, the Singapore Food Agency (SFA). This act provides 
for  the  establishment  of  the  SFA,  consolidating  all  food 
related  functions  previously  under  the  Agri-food  and  Veterinary  Authority  of  Singapore, 
National Environment Agency and the Health Sciences Authority.  

The role of SFA is to: 

•  Ensure and secure a supply of safe food for Singapore, both from diverse imported 
sources and locally grown. As a result, it is responsible for all legislation listed in this 
section. 

•  Manage an integrated food safety system. 

The  key  piece  of  legislation  applying  to  all  food  types  is  the  Sale  of  Food  Act.  This  was 
originally introduced in 1973 and most recently fully revised in 2002, though there have been 
frequent amendments (the most recently listed ones are currently from 2021).  

While the Sale of food Act contains more overarching provisions, there is subsidiary legislation 
with more specific provisions. Chief among these are the Food Regulations. These extensive 
numbered regulations cover, among others: 

•  General requirements for labelling and exemptions from these (nos 5 and 6); 

•  Containers and hampers to be labelled (nos 7 and 8); 

•  Nutrition information panels (8A); 

•  Various other labelling provisions, such as: false or misleading statements, including 
in advertising; date-marking and the removal of date-marking prohibitions; claims as 
to presence of vitamins and minerals; (nos 9 to 12) 

• 

Imported food to be registered (no 14); 

•  Food additives (nos 15 to 28); 

• 

Incidental constituents in food (nos 29 to 35); 

•  Mineral hydrocarbons (no 36); 

•  Partially hydrogenated oils (no 36A) 

•  Containers for food (no 37); 

• 

Irradiated food (no 38);  

•  Standards and particular labelling requirements for foods (nos 39 to 260). 

Furthermore, there are a number of schedules to the regulations (18 at present) setting out 
parameters for various requirements such as labelling and contaminants. 

 
Singapore – MARKET ENTRY HANDBOOK 

It should be noted that the food regulations are frequently amended. The most recently listed 
amendment date from May 2024, though the SFA maintains a page of proposed amendments, 
hence allowing the tracking of previous and ongoing amendments. Against this background, 
it can be seen that there were two consultations in 2024 on: extending the use of permitted 
food additives; and allowing the use of new ingredients in infant formula. It should be noted 
that the webpage with the Food Regulations both indicates the date of validity of the document 
in the top left corner, and contains a list of historical amendments at the end. 

In addition to the sale of food act and the food regulations under this, there are three further 
acts of relevance to specific foods: 

•  The Wholesome Meat and Fish Act, which applies to meat and fish products (according 

to SFA definitions – see Table 4-3). 

•  The Control of Plants Act, which applies to fruit and vegetable imports. 

•  The Animal and Birds act, which applies to fresh eggs. 

More details on the relevant parts of the first two acts above are provided in the market access 
sub-sections of sections 5.1 on fresh meat and 5.2 on fruit and vegetables. However, it should 
be remembered that any product containing meat, whether fresh or processed, in a proportion 
above 5% is considered a meat product by the SFA and must comply with the Wholesome 
Meat and Fish Act. 

Certain  specific  requirements  on  food  additives  and  pesticides  /  other  contaminants  are 
touched on in the sections below. 

It should be noted that the Singapore Food and Security Bill - which aims to consolidate 
and standardise legislation introduced at different points of time – passed parliament in early 
2025.  It  is  expected  to  be  implemented  in  phases  between  2025  and  2028  and  is  likely  to 
change various parts of the legislative landscape. More details on the Bill can be found at the 
https://www.sfa.gov.sg/news-
website: 
following 
publications/newsroom/2024/introduction-of-the-food-safety-and-security-bill  

SFA 

Food additives 

Additives are regulated in the Food Regulations (nos 15 to 28); together with the third to eight 
schedules.  The  Food  Regulations  identify  15  main  types  of  permitted  food  additives;  the 
definition of additives; the details of additives including their permitted uses and proportions; 
and any specific labelling requirements. The Regulations are frequently updated to take into 
account new products, risks and scientific findings.  

Food additive database 

A database that allows a search of food additives authorised in Singapore can be found at the link 
below. As per the disclaimer on the web page, it is solely for the purpose of information; and the Food 
Regulations should be consulted for details on which additives are permitted in Singapore. 

https://www.sfa.gov.sg/tools-and-resources/food-additives-search  

There  is  also  a  page  from  SFA  with  industry  guidance  for  food  additives.  This  can  be  found  at: 
https://www.sfa.gov.sg/regulatory-standards-frameworks-guidelines/food-safety-regulatory-
limits/regulatory-limits-for-food-additives  

Singapore  is  a  member  of  the  Codex  Alimentarius  Commission,  and  generally  recognises 
CODEX approved food additives for imported foodstuffs as being safe. Nonetheless, it must 
be remembered that foods imported into Singapore need to comply with food standards and 
labelling requirements in the Food Regulations, and to this end, it remains prudent to check 
the above resources. 

 
Singapore – MARKET ENTRY HANDBOOK 

Pesticides and other contaminants 

Imported fruit and vegetables must not carry any prohibited pesticides, or levels of a pesticide 
residue exceeding those set out in the Food Regulations (ninth schedule).  

A  database  of  pesticides  for  commercial  cultivation  within  Singapore  can  be  found  at  the 
following link: 

https://www.sfa.gov.sg/tools-and-resources/pesticides-search 

Regulations 29-35, together with the tenth schedule cover incidental constituents in food in 
detail and should be consulted for more information. However, some key points to retain are: 

•  There  are  maximum  levels  for  the  heavy  metals  arsenic,  lead,  copper  and  tin  in  all 
products. Maximum levels for mercury in fish and cadmium in molluscs, mushrooms 
and seaweed also exist. 

•  Food containing antimony in excess of 1 part per million is not permitted. 

•  Antibiotic residues or their degradation products in milk, meat and meat products are 
generally not allowed; neither is oestrogen residues in meat / meat derived foods. 

•  There  are maximum  levels  for mycotoxins,  with some  specific  levels  for milk,  infant 

formula, fruit and food containing fruit juice. 

•  Melamine must not exceed 1 ppm in powdered infant formula; 0.15 ppm in liquid infant 

formula; and 2.5 ppm in other foods. 

Product specific requirements 

As  noted  above,  regulations  no  39  to  260  cover  standards  and  particular  labelling 
requirements for foods. Ones which are particularly relevant for this handbook include: 

•  Flour confectionery (no 54) 

•  Meat and meat products (nos 59 to 69) 

•  Edible fats and oils (nos 78 and 79) 

•  Milk and milk products (nos 93 to 125) 

•  Sugar confectionery (no 152) 

•  Alcoholic drinks (nos 185 to 210) 

• 

Infant food and formula (nos 251 to 254) 

4.2.3 Labelling Requirements  

Labelling requirements for food are set out in the Food Regulations. It should be noted that: 

•  All food must be labelled according to the general labelling requirements of the Food 

Regulations. These are set out in Table 4-5. 

•  There are exemptions for certain products, e.g.: 

o  Food packed in non-retail containers 

o  Non-prepacked  foods  which  are  weighed/measured  in  the  presence  of  the 

consumer. 

o  Food sold loose in retail outlets. 

o  Foods  which  are  not  sold  prepacked,  including  e.g.  restaurant  meals  and 

takeaways. 

 
Singapore – MARKET ENTRY HANDBOOK 

Nonetheless, the same labelling information should be available to the consumer  at 
their request. 

•  Some prepacked food must meet additional labelling requirements. These are set 

out in Table 4-6. 

•  Nutrition, health and other claims may be made if requirements are met (brief overview 

provided in Table 4-7).  

•  The  labelling  requirements  of  the  Food  Regulations  include  standards  for  over  220 
different types of food that must be met for the food to bear the corresponding name. 
While generally these standards are unlikely to cause any issues, it is worth double 
checking  them  as  in  a  couple  of  rare  cases  the  use  of  certain  names  on  products 
intended for Singapore has caused issues.  

Information on labels must be provided in English. 

Table 4-5: General labelling requirements 

Item 

Description / notes 

Name/description of food 

Part IV of the Food Regulations contains requirements for terms used for common 
names 

Statement  of  ingredients  (for 
foods  with  more 
prepacked 
than one ingredient) 

Declaration 
foods/ingredients  known 
cause hypersensitivity. 

of 
to 

Must be at least 1.5mm high. 

Complete list of ingredients, listed in descending order of weight. Processing aids, 
as described in the Codex manual, are exempt from being listed. 

Must be at least 1.5mm high. 

This relates to the following foods and ingredients: 

(i) Cereals containing gluten; (ii) Crustacean and crustacean products; (iii) Eggs and 
and 
egg products; (iv) Fish and fish products; (v)  Peanuts, 
their 
products; (vi) Milk and milk products (including lactose); (vii) 
Tree  nuts  and  nut 
products; (viii) Sulphites in concentrates of 10mg/kg or more. 

soybeans 

The full list of ingredients considered to fall within the scope of each of the above 
products can be found in the Food Regulations. 

The  declaration  can  either  be  made  in  the  statement  of  ingredients  or  using  a 
“contains” / warning statement. 

Declaration of net quantity 

Volumetric measure (millilitres, litres) for liquid foods 

Net weight (grams, kilograms) for solid foods  

Either weight or volumetric measure for semi-solid foods such as yoghurt 

Must be at least 1.5mm high. 

Name  and  address  of  local 
producer / importer 

For imported foods: local importer, distributor or agent. 

Must be the physical address. 

Country of origin of food 

Country must be specified; name of city, province or similar is not sufficient. 

 
 
Singapore – MARKET ENTRY HANDBOOK 

Table 4-6: Additional labelling requirements 

Item 

Expiry date 

Description / notes 

Applies to prepacked products listed under the second schedule of the Food 
Regulations, in accordance with the formats set out in it. In summary, the 
products  include:  dairy,  fruit  and  vegetable  juice,  infant  foods,  tofu,  flour, 
breakfast  cereal,  chocolate,  certain  sauces,  raisins  and  sultanas  and  any 
food stored chilled. 

Serving suggestions 

Recipes, suggestions or pictorial illustrations on serving may be included if 
accompanied  by  the  words  “Recipe”  or  “Serving  suggestion”  (minimum 
height 1.5mm). 

Advisory 
containing 
agents 

statements 
certain 

for 

food 
sweetening 

For  product  containing  certain  sweetening  agents  (e.g.  acesulfame-K, 
saccharin, etc.) added at the maximum permissible levels as set out in the 
thirteenth schedule of the Food Regulations. 

Labelling of Special Purpose Foods 

Nutrition labelling 

For  products  formulated  to  cater  for  the  special  dietary  needs  of  specific 
groups of consumers, e.g. sugar-free foods, low-calorie foods, and diabetic 
foods. 

Special suitability must be indicated, and nutritional labelling requirements 
met. 

Applies  to  any  special  purpose  foods,  edible  fats  and  oils  or  food  making 
nutrition claims or permitted health claims. 

Must contain energy, protein, fat and carbohydrate contents of the food. The 
levels of the nutrient indicated in the nutrition claim must also be declared. 
The form of the nutrition panel is set out in the twelfth schedule.  

Category specific labelling 

For certain products such as irradiated food, milk, fruit wine, and infant foods.  

Requirements are set out in the individual regulations covering products. 

Advisory  statements 
ingredients 

for  certain 

Warning label for products containing certain ingredients such as e.g. royal 
jelly or aspartame. 

Table 4-7: Nutrition, health and other claims 

Item 

Description / notes 

Nutrition claim 

Suggests nutritive properties (e.g. sugar free, high in vitamin C) 

Health claim 

Three types: nutrient function, other function, and nutrient specific diet related. 

Other claims 

E.g. organic – requiring certification from a system complying with conditions set out in Codex 
guidelines. 

Guide from the SFA on labelling and advertisements 

The SFA publishes a comprehensive guide for food labelling and advertisements. This can be found, 
in English, at the following address. 

https://www.sfa.gov.sg/docs/default-source/food-manufacturing-and-storage/a-guide-to-food-
labelling-and-advertisements.pdf  

The guide is periodically updated, with the last update at the time of writing being November 2024. 

 
 
Singapore – MARKET ENTRY HANDBOOK 

Healthy choice symbol 

Singapore  has  introduced  a  healthy  choice  symbol  for  packaged 
food products, which aims to help consumers identify the healthier 
options.  This  symbol  can  currently  be  found  on  about  4  000 
different products across 100, mainly processed, food categories.  

The scheme is managed by the Health Promotion Board (HPB). It 
is  necessary  to  apply  in  order  to  use  the  symbol.  There  are 
guidelines to help determine whether a food product may be eligible 
to bear the symbol. These can be found in this document published 
by HPB. 

More  information  on the symbol  more generally can be found  at: 
https://www.hpb.gov.sg/food-beverage/healthier-choice-symbol  

Nutri grade 

Singapore has introduced the nutri-grade system for drinks; an A to D 
rating  system  similar  to  the  Nutri-score  found  in  some  EU  member 
states. This system measures saturated fat and sugar. While currently 
only applicable to drinks there have been discussions about extending 
at: 
its 

scope.  More 

product 

details 

found 

can 

be 

https://www.healthhub.sg/programmes/nutrition-hub/nutri-grade-mark 

Organic and halal certifications in Singapore 

The  SFA  does  not  have  a  definition  of  organic,  and  there  are  no  organic  certification  bodies  in 
Singapore.  In  the  absence  of  a  national  definition  or  certification  system,  no  9B  of  the  Food 
Regulations set out how organic is defined. More specifically they state that food can only be labelled 
as “organic” if it has been certified as “organic” under an inspection and certification system that: 

- Complies with section 6.3 of the Codex Guidelines for the Production, Processing, Labelling and 
Marketing of Organically Produced Foods, GL 32-1999 (Codex Guidelines); or 

- That substantially complies with section 6.3 of the Codex Guidelines and is acceptable to the SFA 
as being a suitable system for the certification of organic food. 

This in turn leads to the presence of products from various different countries / territories (including 
some from the EU) bearing their own organic certifications. 

Nonetheless, there are long standing discussions on a new standard for organic food in Singapore 
including local certification; so changes in the future cannot be ruled out. 

Halal certification in Singapore is governed under the 
Administration  of  Muslim  Law  Act  (AMLA).  The 
Islamic 
certification  system 
Religious  Council  of  Singapore  (MUIS).  There  are 
currently seven types of halal certification available. It 
advisable  to  consult  the  MUIS  website  for  more 
information on requirements, fees, etc. 

is  managed  by 

the 

https://www.muis.gov.sg/halal/  

 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

4.2.4 Protection  of  intellectual  property  rights,  including  geographical 

Indications (GIs) 

IPR protection framework 

The Intellectual Property Office of Singapore (IPOS) is the body responsible for IP registration 
in  Singapore.  The  IP  legal  framework  in  Singapore  is  generally  considered  to  be 
comprehensive, robust and among the most developed in the region. Singapore has signed 
up  to  several  conventions  on  intellectual  property,  including  the  Paris  Convention  for  the 
Protection  of  Industrial  Property  and  the  Madrid  Agreement  concerning  the  International 
Registration of Marks. 

Trademarks can be registered under the Trademarks Act through IPOS. In the vast majority 
of cases, IPOS issues IP registrations for trademarks within 12 months of application. More 
information on trademarks, including the application procedure can be found at this link.  

Searching for registered trademarks and GIs 

Trademarks and GIs registered in Singapore can be searched online through the following portal: 

https://digitalhub.ipos.gov.sg/FAMN/eservice/IP4SG/MN_TmSimilarMarkSearch  

Singapore’s GI system 

Spurred by the EU Singapore FTA, a new framework for registering geographical indications 
(GIs)  came  into force  in Singapore  in 2019 (with  the  act  itself,  which repeals  and  reenacts 
amendments of the prior GI act of 1999, dating from 2014), This new framework included the 
establishment of a new GI registration system and registry. It also enhanced protection of GIs, 
with registered GIs protected against unauthorised use even if this misuse does not mislead 
the public as to the true geographic origin of the goods. New border enforcement legislation 
also enables customs authorities to stop goods with suspected infringements at the border.  

Forms for the application to register geographical indications, along with detailed guidelines 
on the filing process can be found at the following address: 

https://www.ipos.gov.sg/about-ip/geographical-indications 

The  application  process  itself  costs  SGD  1  500.  Other  processes  relating  to  GI  protection 
(including some which may occur during the registration process) have their own forms and 
fee  rates,  which  can  be  found  on  the  same  webpage.  Unlike  in  many  other  jurisdictions, 
protection is not unlimited; rather protection is only valid for 10 years and can be renewed. As 
a result, GI holders should pay attention to the expiry date of protection.  

Furthermore, GI protection is limited to certain categories of goods. While these categories 
cover the vast majority of EU GIs (including wines, spirits, beers, cheese, meat/meat products, 
oils  and  fruit  and  vegetables),  there  are  certain  products  which  are  not  eligible.  The  most 
notable of these is butter. Section 1.7 of IPOS’s GI infopack provides details on the eligible 
categories. 

Under the EU-Singapore FTA, 194 EU GIs  listed in Annex 10-A18, with it necessary for the GI 
holders to subsequently complete the registration process. At the time of writing, 165 EU GIs 
have  been  successfully  registered  in  Singapore.  It  should  be  noted  that  this  situation  is 
dynamic, with the potential for the number of protected GIs to increase. The search tool in the 
box above can be used to check protection. 

18 This number was originally 196, but reduced to 194 following Brexit and the cancellation of one of the listed GIs. 

 
 
Singapore – MARKET ENTRY HANDBOOK 

The  European  PDO/PGI/TSG  label  has  also  been  registered  as  a  trademark  in  Singapore 
since July 2019, effectively restricting its use to European PDO/PGI products (whether with or 
without a GI protected in Singapore). This means the logo is more visible to consumers, and 
considerable  further  work  has  been  performed  in  Singapore  to  boost  understanding  of 
geographical indications. 

EU  IP  Key  guide  to  Geographical  Indications  and  the  EU-Singapore  Free 
Trade Agreement 

EU IP key published a guide on GIs in 2023. This can be found at the following link: 

https://www.eeas.europa.eu/sites/default/files/documents/2023/EUSFTA%20GI%20Booklet%2020
23.pdf  

This  guide  includes  a  list  of  the  165  GIs  protected  in  Singapore  at  the  time  of  the  guide’s 
publication in 2023. 

4.2.5 Relevant authorities for IPR and GI protection and further contacts 

Intellectual Property Office of Singapore 

1 Paya Lebar Link, #11-03 

PLQ 1, Paya Lebar Quarter 

Singapore 408533 

🕾 (+65) 6339 8616 

🖂 ipos_enquiry@ipos.gov.sg 

🖳 https://www.ipos.gov.sg/ 

4.3  International trade 

4.3.1 Singapore and foreign trade 

Singapore  continues  to  maintain  one  of  the  more  liberal  trading  regimes  in  the  world  and 
continues  to  be  regarded  as  one  of  the  most  open  economies  in  the  world.  With  a  small 
domestic  market  and  limited  natural  resources,  Singapore  is  naturally  more  open  to  the 
adoption of pro-trade policies that allow it to integrate more widely within the global economy. 
The Ministry of Trade and Industry (MTI) of Singapore has the primary responsibility for trade 
policy in Singapore. 

4.3.2 Key trade agreements, present and future 

As  a  consequence  of  Singapore’s  open  market  approach,  the  country  has  over  20 
implemented  free  trade  agreements  with  over  30  countries  plus  the  EU.  Key  ones  are 
presented in Table 4 8. 

 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

Table 4 8: Chronological list of Singapore trade/economic agreements with third 
countries/regions 

Partners 

Type of agreement 

Entry into force 

ASEAN Free Trade Area  

Free Trade Area  

Japan 

 Economic  Partnership  Agreement 
(JSEPA) 

Australia 

Free Trade Agreement 

EFTA 
(Iceland, 
Liechtenstein, and Switzerland) 

Norway, 

Free Trade Agreement 

USA  

Jordan 

Free Trade Agreement  

Free Trade Agreement 

Brunei, Chile, New Zealand 

Trans-Pacific  strategic  economic 
partnership  

1993 

2002 

2003 

2003 

2004 

2005 

2006 

Panama 

Korea (a) 

China  

Peru  

India (a) 

Free Trade Agreement 

2006 

Comprehensive 
Cooperation Agreement  

Economic 

2007 

Free Trade Agreement 

Free Trade Agreement 

2009 

2009 

Comprehensive 
Cooperation Agreement 

Economic 

2010 

Australia, New Zealand (a) 

Free Trade Agreement 

Costa Rica 

Free Trade Agreement 

The  Gulf  Council (Bahrain,  Kuwait, 
Oman, Qatar, Saudi Arabia, and the 
United Arab Emirates 

Free Trade Agreement 

Free Trade Agreement  

Free Trade Agreement 

Free Trade Agreement 

Taiwan  

Turkey 

Comprehensive  and  Progressive 
Trans-Pacific 
Agreement 
for 
Partnership 
(Australia, 
(CPTPP) 
Brunei,  Canada,  Chile,  Japan, 
Malaysia,  Mexico,  New  Zealand, 
Peru, UK and Vietnam) 

Sri Lanka  

Free Trade Agreement 

The European Union 

Free Trade Agreement 

2010 

2013 

2013 

2014 

2017 

2018 

2018 

2019 

 
 
Singapore – MARKET ENTRY HANDBOOK 

The United Kingdom 

Free Trade Agreement 

Free Trade Agreement 

Comprehensive 
Regional 
(RCEP) 
Economic  Partnership 
Brunei,  Cambodia, 
(Australia, 
China, 
Indonesia,  Japan,  South 
Korea,  Laos,  Malaysia,  Myanmar, 
New  Zealand,  The  Philippines, 
Thailand, and Vietnam) 

2019 

2022 

(a)  Signed under the ASEAN umbrella.  

Source: Agra CEAS based on Asia Regional Integration Centre, https://aric.adb.org/fta-country 

Driven by the considerations set out in section 4.3.1 above, Singapore has reached out and 
signed  FTAs  with  countries  from  across  the  world.  The  country  is  continuing  this  trend 
throughout its current negotiations with:  

Singapore – Eurasian Economic Union (EEA) EEASFTA- Armenia, Belarus, Kazakhstan, 
Kyrgyzstan, and Russia. 

Singapore – Mercosur FTA (MCSFTA)- Argentina, Bolivia, Brazil, Paraguay and Uruguay.  

Singapore- Pacific Alliance FTA (PASFTA)- Chile, Colombia, Mexico, and Peru. 

On top of that, in the long term, Singapore is likely to start negotiating, or be involved in the 
negotiations of the following agreements: 

•  ASEAN-Canada FTA 

•  Free Trade Area of the Asia Pacific  

4.3.3 EU- Singapore Free Trade Agreement (EUSFTA) 

The EU-Singapore Free Trade Agreement (EUSFTA) was the first FTA signed between the 
EU and an ASEAN nation. Negotiations began in 2009 and the FTA entered into force ten 
years later the 21st of November 2019. Upon entry into force, customs duties for EU exports 
to Singapore  became fully  liberalised.  Before  the  agreement  almost  all  goods  from the  EU 
could already enter Singapore free of customs duties. The FTA is set on the backdrop that the 
EU  and  Singapore  continue  to  implement  the  high  standards  set  on  goods  entering  their 
respective  markets.  The  FTA  also  includes  the  principle  of  non-discrimination  which 
establishes that: 

•  The fundamental rules of the WTO apply such as the principle of national treatment so 

that foreign goods are treated the same as domestically produced ones. 

•  Either partner is prevented from introducing new restrictions on imports and exports; 
and  eliminates  non-tariff  measures  on  goods  such  as  automobiles,  electronics  and 
pharmaceuticals and all agri-food products. 

The EU and Singapore have worked to strengthen cooperation in customs procedures. Each 
partner continues to agree on basic principles for simplifying, harmonising, standardising, and 
modernising procedures to reduce costs for businesses. Furthermore, the process of countries 
applying for approval for meat exports will be streamlined, with time limits applicable to the 
application process and prelisting for establishments to apply. 

Furthermore, under the EUSFTA, 196 well-known EU food and drinks geographical indications 
(GIs) were initially listed for protection on the Singaporean market, of which 165 have finally 
been registered for protection at the time of writing, though this situation is fluid and more may 
still  be  registered.  This  benefits  European  farmers  and  small  businesses  producing  these 
traditional products. Notable examples of GIs that receive protection are:  

 
Singapore – MARKET ENTRY HANDBOOK 

• 

• 

Alcoholic beverages: Douro, Champagne, Rioja 

Dairy: Danablu, Queso Manchego, Roquefort 

4.3.4 WTO disputes and other trade barriers 

At the  time of  writing,  Singapore currently  has  no major  trade  barriers  in place  that  can  be 
considered to significantly impact the flow of agri-food trade from the EU. The introduction of 
The Copyright Act of 2021 introduced several key provisions that largely addressed previous 
fears regarding IPR rights in the country. Singapore, as a country that continues to rely on the 
importation of food and beverages, has a distinct interest in keeping its market open to trade, 
which in turn means that it is not in the country’s direct interest to introduce trade barriers to 
its market. The EU-Singapore Free Trade Agreement further acts as a key factor behind the 
lack of any major trade barriers between both parties with respect to agri-food trade. 

4.3.5 Summary of key trade barriers 

As many of the standards set by the Singaporean government are compatible with or similar 
to the standards set by the EU, agri-food producers from the EU should have few challenges 
in accessing the Singaporean market from a legality perspective. The signing of the EUSFTA 
agreement  brought  down  some  of  the  last  barriers  to  trade  with  Singapore,  although  it  is 
important to note that many products have been tariff-free when entering Singapore for a long 
time from the EU. The trade agreement also guarantees protection to several EU geographical 
indicators in the Singaporean market. 

4.4  Operating in the Singaporean food and beverage market 

4.4.1 

Logistical services and transportation infrastructure  

Singapore  is  a  strong  player  in  logistics  and  transportation  due  to  its  world/class  logistics 
infrastructure,  global  connectivity,  historic  trading  culture,  efficient  customs  handling,  liberal 
taxation policies and economic dependence on foreign trade given the country’s small size. 
Overall, in 2023 the country ranked 1st in the World Bank Logistics Performance Index (LPI) 
in 202319 with several major infrastructure projects being undertaken in the country in recent 
years or ongoing; these will be explained further below.  

Shipping 

Singapore’s shipping infrastructure is underpinned by the Port of Singapore, which stands as 
one  of  the  most  modern  and  busiest  ports  in  the  world.  The  port  is  managed  by  PSA 
International (Port of Singapore Authority) and Jurong Port. The port handled around 40 million 
TEUs (Twenty-foot Equivalent Units) worth of cargo in 2024.20 Key container terminals include 
Tanjong Pagar, Keppel, Brani, and Pasir Panjang, all of which are crucial for transshipment 
and logistics.  

However, the most significant ongoing project is the Tuas Mega Port, set to be the world’s 
largest fully automated port upon completion by 2040. This project aims to boost Singapore’s 

19 Logistics Performance Index (LPI), World Bank, available at https://lpi.worldbank.org/international  

20  PSA  Singapore  Hits  Record-Breaking  Annual  Throughput  Of  More  Than  40  Million  TEUs,  PSA  Singapore,  available  at 
https://www.singaporepsa.com/2024/12/27/psa-singapore-hits-record-breaking-annual-throughput-of-more-than-40-million-
teus/#:~:text=On%2024%20December%2C%20PSA%20Singapore,continued%20growth%20and%20operational%20excellenc
e  

 
 
 
Singapore – MARKET ENTRY HANDBOOK 

handling capacity to 65 million TEUs per year, ensuring its continued importance in maritime 
trade both regionally and globally. 

Air freight 

Singapore’s  Changi  Airport  (location  depicted  in  Figure  4-1)  is  the  country’s  main  civilian 
airport and one of the biggest transportation hubs in Asia. In 2024, the airport handled 1.99 
million  tonnes  of  airfreight,  marking  a  14.6%  increase  from  the  previous  year,  though  still 
slightly below the 2 million tonne mark achieved in 201721. Overall, the primary cargo markets 
for Changi Airport continue to be concentrated within Asia. The airport is currently developing 
a  fifth  terminal,  which  is  expected  to  be  operational  by  2030,  with  this  new  terminal  also 
featuring cargo handling facilities, which will work towards ensuring the airport remains a key 
air-freight transit hub in the region. 

Figure 4-1: Major International cargo airports, ports and terminals in Singapore 

Source: Agra CEAS based on various 

Rail freight 

Singapore being a city-state limits the capacity for freight railway transportation within the city, 
therefore, cargo rail freight is not undertaken to any major degree, which makes this mode of 
transport unimportant with regards to Singapore. A high-speed railway line between Singapore 
and Kuala Lumpur (Malaysia) has been proposed several times; however, as of the time of 
writing, this line remains at the proposal stage. 

Road Freight 

Singapore's  road  network  has  expanded  to  over  9,500  lane-kilometres,  accounting  for 
approximately 12% of the nation's total land area.22 The Johor-Singapore Causeway is a road 

21 Air Traffic Statistics. Changi Airport, available at https://www.changiairport.com/en/corporate/about-us/traffic-statistics.html  

22 
https://www.lta.gov.sg/content/ltagov/en/who_we_are/our_work/road.html 

Transport 

Authority 

Roads, 

Land 

of 

Singapore, 

available 

at 

 
 
 
Singapore – MARKET ENTRY HANDBOOK 

link between Singapore to Malaysia.23 This extensive and highly urbanized network ensures 
connectivity to most parts of the island, including Sentosa and Jurong Island. 

In  the  transport  and  storage  services  industry,  land  transport  contributes  over  12%  to  the 
sector, underscoring its significance in Singapore's logistics framework. The Johor-Singapore 
Causeway  remains  a  vital  road  link,  facilitating  substantial  cross-border  trade  and  daily 
commutes  between  Singapore  and  Malaysia.  One  of  the  more  recent  infrastructure 
developments includes the North-South Corridor which is currently under construction and is 
set to be Singapore's first integrated transport corridor. 

Waterway freight 

Singapore is only a small city-state with and therefore does not have major rivers. The biggest 
rivers originally were a few kilometres long (Sungei Kranji, Sungei Seletar, Sungei Kallan and 
the  well-known  Singapore  river).  Most  rivers  have  been  changed  into  canals  and  the 
Singapore River in particular has been used for trade for almost over a century, however, this 
method of transport not going to be of major interest for exporters from the EU.24  

4.4.2 Distribution 

Retail channel overview 

The  retail  sector  for  food  and  beverages  in  Singapore  is  well  established,  driven  by  the 
urbanized  population of Singapore  and the  high per-capita  income levels  of  Singaporeans. 
The F&B market of Singapore is estimated to be worth over EUR 11 billion. Modern grocery 
retail outlets such as hypermarkets and supermarkets account for around 83% of all grocery 
retailers in Singapore compared to traditional retailers, which have a share of around 17%. 
While convenience stores are popular channels for grocery shopping in other Southeast Asian 
markets such as Indonesia and Malaysia, this is not the case in Singapore as supermarkets 
are equally accessible and often offer competitive prices. 

Hypermarkets 

The hypermarket sector is dominated by key players such as NTUC FairPrice and Dairy Farm 
International Holdings. NTUC FairPrice operates its hypermarket format under the "FairPrice 
Xtra" brand, targeting a broad consumer base with a diverse product offering. Dairy Farm's 
"Giant" hypermarkets focus on providing value-oriented products, appealing to price-sensitive 
shoppers. Despite their significant presence, hypermarkets in Singapore face challenges due 
to the  city's  limited  land availability,  which  constrains  the  expansion  of  large-format  stores. 
NTUC FairPrice maintains a leading position with a 35% market share of hypermarkets, while 
Dairy Farm holds approximately 15%.25 

Supermarkets 

The  supermarket  landscape  is  dominated  by  key  players,  including  also  NTUC  FairPrice 
Cooperative,  Dairy  Farm  International  Holdings,  and  Sheng  Siong  Group.  NTUC  FairPrice 
leads with a significant market share, operating over 100 outlets across various formats. Dairy 
Farm's Cold Storage and Giant brands cater to diverse consumer segments but on balance 
skew slightly more premium than other supermarkets; while Sheng Siong focuses on budget-
conscious shoppers with its competitively priced offerings. The supermarket landscape is very 

23 The Causeway https://eresources.nlb.gov.sg/infopedia/articles/SIP_99_2004-12-30.html 

24 The DNA of Singapore – River https://lkcnhm.nus.edu.sg/dna/habitats/details/14  

25 Country Profile : Singapore, Food Export.org, available at https://www.foodexport.org/wp-content/uploads/Singapore-Market-
Assessment-2024.pdf  

 
 
Singapore – MARKET ENTRY HANDBOOK 

competitive in the country as these outlets also act as de-facto convenience stores due in part 
to  their  wide  availability  across  the  country.  This,  combined  with  the  aforementioned  land 
challenges for hypermarkets results in supermarkets being the predominant retail channel for 
most  food  and  beverage  categories.  The  supermarket  sector  has  grown  in  importance  in 
recent years, with key drivers to this growth including the expansion of store networks and 
cost-efficiency efforts.26 

Wet markets 

Economically, wet markets provide affordable alternatives to supermarkets and hypermarkets, 
often offering fresher produce at competitive prices. This affordability makes them particularly 
appealing to budget-conscious consumers. Wet markets have always been an integral part of 
the Singaporean cultural fabric, and even though modern retail outlets dominate the food and 
beverage retail landscape today, wet markets continue to operate as an important channel for 
fresh  produce  such  as  fresh  meats,  seafood,  fruit,  and  vegetables,  among  other  products. 
Some of the more prominent wet markets in Singapore include Tekka Centre, Chinatown Wet 
Market, and Geylang Serai Market. 

E-commerce 

With Singapore being a city state and hence geographically compact as well as technologically 
and  economically  advanced,  it  is  unsurprising  that  e-commerce  has  grown  to  become  a 
notable distribution channel. In 2024, the food e-commerce market in Singapore was valued 
at  approximately  EUR  558  million,  accounting  for  61.4%  of  the  country's  wider  grocery  e-
commerce  market.  Projections  indicate  that  this  market  will  continue  to  expand,  with  an 
expected  compound  annual  growth rate (CAGR) of  25.0% from  2024  to  2028, reaching  an 
estimated EUR 1.3 billion by 2028.27 reaching an estimated EUR 1.3 billion by 2028. Some of 
the  more  prominent  e-commerce  platforms  for  food  and  beverages  in  Singapore  currently 
includes Redmart (Lazada), Amazon Fresh, FairPrice, Shopee and Qoo10 and GrabMart. 

4.4.3 Intermediaries  

Due to the small size of the Singapore market in both geographical and population terms, the 
supply  chain  in  Singapore  is  generally  more  straightforward  and  direct  than  in  many  other 
countries. For example, exports directly to retailers are possible in the case of supermarket 
chains and some up-market retailers; and distribution for the food service sector is quite highly 
structured. Looking in more detail by target market: 

Retail: as already seen, large supermarket chains dominate the market, and they will import 
directly.  However,  gaining  shelf  space  in  these  chains  can  be  competitive  and  generally 
involves listing fees; making them more attractive or suitable for mid- to large-scale exporters. 

There are various speciality and gourmet stores (e.g. Little Farms, The Providore, and Ryan’s 
Grocery) which often focus on more specialist products. These stores may import directly and 
are more open to niche or premium international brands, often offering supplier support and 
brand visibility through sampling, storytelling, and product demos. 

Despite retailers importing directly, there are a number of food importers and distributors which 
supply  retail  and  may  serve  as  useful  consolidators  for  new  entrants.  Examples  include 
Hupco,  Angliss  (now  Bidfood),  Ban  Choon  and  Thomson  Foodstuff.  They  may  be  more 
suitable partners for smaller exporters who are not working directly with gourmet stores, given 

26 Supermarkets ready to cash in as Singapore’s economy and consumer spending surge in 2025, The Independent, available at 
https://theindependent.sg/supermarkets-ready-to-cash-in-as-singapores-economy-and-consumer-spending-surge-in-2025  

27 Grocery market in Singapore, ECDB, available at https://ecommercedb.com/markets/sg/food  

 
 
Singapore – MARKET ENTRY HANDBOOK 

that  they  often  allow  smaller  volumes  and  provide  marketing  support  for  new-to-market 
brands. Many, but not all of these intermediaries focus on a specific type of product (the most 
notable case of specialisation is alcohol). 

Food service: there are a handful of large distributors with vast networks covering hotels and 
restaurants,  such  as  Indoguna,  Classic  Fine  Foods,  and  Angliss  (Bidfood).  They  provide 
comprehensive  logistics,  cold  storage,  and  product  marketing;  but tend  to  require  a  certain 
and consistent volume. Certain hotel groups such as Marriott, Accor, and Mandarin Oriental 
often procure centrally via designated suppliers. While getting listed as an approved vendor 
can  offer  significant  volumes,  it  also  usually  requires  strong  documentation  (e.g.  halal, 
HACCP, sustainability credentials) and consistent delivery capabilities. At the other end of the 
scale,  some  independent  restaurants  and  cafes  are  becoming  increasingly  receptive  to 
directly importing boutique and artisanal ingredients; though it should be remembered that: 1. 
The  product  generally  needs to  offer something unique,  and  2.  Willingness varies  between 
individual operators. 

There  are  some  central  kitchen  operators  and  cloud  kitchens  which  import  raw  and  semi-
processed  foods  for  regular,  high-volume  use.  Examples  include:  Grain,  Neo  Group,  and 
Select  Group.  There  are  also  some  companies  which  work  as  institutional  food  service 
suppliers and also import directly (e.g. FoodXervices Inc. and Lim Siang Huat). 

Food processing: this market can be particularly interesting for exporters of raw materials 
such as meat, dairy, fruit and vegetables. There are a number of actors in this area: 

• 

Ingredient importers and wholesalers who import ingredients in bulk for resale to 
manufacturers.  Examples  include:  Sunshine  Foodstuff,  Ban  Choon  Marketing,  and 
Thome Ship Agencies. They are strong in regulatory compliance, bulk logistics, and 
ingredient specification matching. 

•  Large-scale food manufacturers such as Tee Yih Jia, Prima, and Thye Choon Food 
Industries. They tend to require a consistent, high-volume supply of base ingredients. 

•  Dairy and meat processors like F&N Dairies, Meat Affair, and Golden Bridge Foods. 
These  companies  tend  to  purchase  raw  or  semi-processed  ingredients  to  produce 
yoghurt,  milk-based  drinks,  processed  meats,  and  sausages.  They  often  need 
products that meet specific nutritional, halal, and/or packaging standards. 

•  Trade agents and ingredient  specialists such  as Nature’s  Field,  Sakura  Tech,  or 
Global  Food  Trading.  These  tend  to  specialise  in  niche  ingredients  and  act  as 
intermediaries between international producers and Singaporean manufacturers.  

Ultimately,  if  the  food  processing  industry  is  of  interest,  it  may  be  worth  consulting  the 
Singapore Food Manufacturers’ Association’s list of members by product category. This can 
be found at: https://www.sfma.org.sg/member/members-by-category  

With  regards  specifically  to  the  e-commerce  channel,  while  cross-border  e-commerce 
(CBEC) is a theoretical possibility, and is understood to have been used in certain specific 
cases for shelf-stable products, it is normal to work with local distributors; or in the cases that 
cross-border e-commerce is used, to have a local partner involved to some degree. There are 
multiple reasons for this: 

• 

It is still necessary to comply with SFA standards and regulations, including those for 
labelling;  and  this  certainly  is  easier  to  do  when  working  with  a  partner.  Additional 
certifications such as Halal can also be important for certain products; and again, these 
can be hard to fulfil through a CBEC model without local involvement. 

•  Singaporean consumers expect deliveries to occur within a maximum of three days; 
that  the  return  process  is  transparent;  and  that  real-time  tracking  is  offered  on 
deliveries.  These  expectations  favour  the  storage  of  inventory  in-country,  and 
partnerships with local distributors for last-mile delivery. 

 
Singapore – MARKET ENTRY HANDBOOK 

•  There  are  further  pieces  of  legislation  to  comply  with,  such  as  the  Personal  Data 
Protection Act. For example, parties selling must offer responsive customer support 
services in English and Mandarin, including responses to enquiries and the possibility 
for returns.  

•  Customers tend to prefer familiar, localised payment options like PayNow, GrabPay, 

ShopeePay, and Buy Now Pay Later (BNPL) services such as Atome. 

•  Localised marketing is still likely to be needed for products to be highly successful. 

Volumes 

Local retailers and importers will often, but not always, expect a minimum quantity / weight 
(MOQ) or minimum order value (MOV) on a fortnightly or monthly basis. Common indicative 
MOQs  for  selected  products  are  provided  below.  It  should  be  emphasized  that  these  are 
indicative,  and  that  each  retailer  or  importer  that  expects  an  MOQ  will  have  their  own 
expectations  that  may  be  higher  or  lower;  and  while  high  volume  importers  such  as 
supermarkets are more likely to have MoQs, smaller importers may be more flexible. 

Table 4-9: Common indicative fortnightly/monthly equivalent MOQs for selected 
products 

Product / end 
market 

Wine  

Spirits  

Beer  (carton  of  330ml 
bottles) 

Chocolate 

Local market MOQ 

Local market MOV  Regional re-export 

MOQ 

5-6 cases of 12 bottles 

SGD 10 000 

100 cases 

SGD 10 000 

50 cases 

50 – 200 cartons 

SGD 10 000 

1 200 cartons 

200 – 1 000 units (except 
boutique  imports,  which 
may  be  around  100-300 
units) 

SGD 5 000 to 20 000 

1 000 cartons 

Dairy (cheese) 

500kg or 1 tonne 

SGD 10 000 

Fresh meat 

1 – 2 tonnes 

SGD 20 000 

Fresh F+V 

1  –  2 
tonnes  (unless 
unique  varieties,  which 
may be 100kg) 

SGD 10 000 

Olive oil 

200 units 

SGD  10  000  for  mass 
market  products;  SGD  5 
000 for premium products 

Source: Agra CEAS / Euromonitor International research 

Intermediaries and the South East Asia Region 

As  previously  noted,  Singapore  is  a  notable  regional  hub  for  many  food  and  beverage 
products, with the absence of tariffs in most cases and the well-developed infrastructure being 
key drivers of this. This is particularly true for alcoholic beverages, though it extends to some 
other products as well. Subsequently, there are some companies which not only import for the 
Singapore  market,  but  also  re-export  to  neighbouring  countries.  Looking  at  some  specific 
products: 

 
 
 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

•  For  alcoholic beverages, these  companies are larger,  long-established companies 
with  strong  cashflow  to  purchase  inventory,  and  good  infrastructure  for  re-export. 
Premium products for re-export to regional markets tend to be prioritised. 

•  For  meat,  these  companies  generally  have  operations  in  meat  processing  for  halal 
meats. It is important to remember that neighbouring countries such as Malaysia and 
Indonesia  have  strong  Muslim  populations,  meaning  halal  certification  is  important. 
Exporters  engaged  in  this  area  will  have  to  be  able  to  ensure  halal  certification  to 
comply with the re-export markets as well as Singapore. 

•  For  fruit,  vegetables,  dairy,  confectionery  and  olive  oil,  overall  there  are  fewer 
companies that engage in regional re-export, as in general there is a fairly high level 
of regional or direct supply of these products. Nonetheless, a few companies which re-
export  to  the  region  do  exist;  with  the  city-state’s  well  developed  cold-chain 
infrastructure and overarching position as a hub for food and beverages playing a role 
in this. 

•  Higher end products requiring the cold chain may pass through Singapore in order 
to  leverage  the  country’s  cold  chain  and  higher  skillset  for  some  elements  of  food 
processing  (such  as  butchery  skills).  They  tend  to  then  be  sent  on  to  higher  end 
regional retail markets. 

As a general rule, when considering the use of Singapore as a gateway to the wider south 
east Asia region, it is necessary to remember the following: 

•  Countries in the region are different from each other and regulations can be complex, 
by way of example: requirements for animal-origin products may be different; there are 
requirements for lot numbers for alcoholic beverages in some countries (see sections 
5.4.4 and 5.5.4); plus obviously labelling regulations may vary. As well as regulatory, 
cultural and linguistic differences, each country in the region is at a different stage of 
market maturity; therefore, while e.g. some imported fruit may do well in Singapore the 
market for it may be more lacking e.g. in Indonesia. 

•  Following on from the above, even if Singapore is being used as a gateway, it may be 
worth looking for local counterparts in the different countries, or at least ensuring any 
company re-exporting has local partners on the ground with whom it is also possible 
to  interact  directly.  This  will  help  with  adapting  to  some  of  the  differences  between 
countries outlined above. 

•  As a gateway to the south east Asia region, Singapore is one of the top destinations 
for  MICE  (Meetings,  Incentives,  Conferences  and  Exhibitions);  and  subsequently, 
companies from the broader region may attend MICE, providing an opportunity to be 
in contact with them. 

•  Singapore is nonetheless a country with high rental and workforce costs. Indeed, it can 
be  difficult  to  hire  blue  collar  workers.  This  can  affect  the  economics  of  sending 
products through Singapore. 

Final considerations 

Some general dos and don’ts for conducting business are set out in section 7.2, and these 
can be extended to any business conducted with intermediaries. Some further considerations 
for dealing with intermediaries are as follows: 

•  For perishables like dairy, fresh meat, and fruits, cold chain integrity is a key concern 
for  importers  given  the  country’s  climate;  and they  may  want  proof  that  robust  cold 
chains are in place. Exporters that can provide detailed evidence of their cold chain 
practices are therefore more likely to secure long-term contracts. Similarly, while cold 

 
Singapore – MARKET ENTRY HANDBOOK 

chain infrastructure is well developed in Singapore, given the challenging climate it is 
worth understanding how the cold chain will be handled on the Singapore end. 

•  For food in general; importers are likely to want to see that products comply with SFA 
labelling requirements as well as other regulations; and for alcoholic beverages, they 
may place an importance on excise documentation. 

•  Payment  terms  often  involve  30-60  day  credit  periods  after  delivery,  and  Letters  of 
Credit are commonly used for new business relationships. This is most notably fairly 
standard practice in the case of alcoholic beverages.  

•  Try  to  be  transparent  and  communicative  with  Singaporean  partners  so  that  they 
understand your progress with any obligations on your side, including the expectations 
mentioned in the points above. It is generally expected that any terms that are agreed 
are adhered to and fulfilled in their entirety. 

•  Personal  contacts  are  important  and  strong  business  relationships  tend  to  develop 

over the years, as some of the most successful exporters have proven.  

•  Try to identify your target consumers and develop your understanding of them so that 
this can be discussed with any intermediaries you work with. Localising marketing and 
communication  will  be  important;  and  this  exercise  will  help  with  facilitating  this 
localisation process in collaboration with partners.  

•  Try to build around the inherent positioning of the product and current market trends, 
while not  taking  eyes  off  competition from  local and regional  products.  EU  products 
tend to be seen as more premium, but in some cases face fierce competition from local 
or regional products which consumers see as comparable but at lower price points. 
Leveraging the image of the product, while taking into account trends such as health 
and sustainability; and also adapting to shifting consumer behaviours on the market 
can be important in maximising the chances of success. For example, doing so may 
involve the use of local collaborations or experimental marketing. 

• 

It is wise to not entirely overlook digital channels. While selling alone directly through 
e-commerce is challenging as identified above, an online presence is expected and it 
may be  possible to implement  direct-to-consumer  models  in collaboration  with local 
partners.  

Business Contact Database: 

A database of importers, wholesalers, retailers, and distributors can be found in section 8.5 

N.B. due diligence will have to be performed for any contacts on this database as no warranty is given 
as to the standing of these individuals, organisations or firms and no corresponding responsibility or 
liability is accepted by the authors. 

4.4.4 Business environment 

Singapore  has  a  business-friendly  environment,  due  to  its  well-established  and  organised 
corporate legal system, well educated workforce, advanced shipping and logistics hubs and 
political and economic stability (as already seen in section 2.1.2). 

Singapore has consistent operating hours — government agencies opening times are from 
8:00 AM to 5:00 PM on weekdays, private sector businesses from 8:30 AM to 6:00 PM, and 
retail  stores  from  10:00  AM  to  9:30  PM  daily.  The  country  maintains  a  competitive  tax 
structure, with a top individual income tax rate of 24% and a corporate tax rate of 17%, though 
various  incentives  can  lower  the  effective  burden.  Setting  up  a  business  remains  a 
straightforward process, supported by government initiatives that promote entrepreneurship. 

 
Singapore – MARKET ENTRY HANDBOOK 

Additionally,  subsidies  for  healthcare,  transportation,  and  housing  continue  to  enhance 
Singapore’s appeal as a global business and lifestyle destination.  

4.4.5 Key operational considerations and challenges: summary 

As noted in previous sections, Singapore can be considered a business-friendly country with 
a  generally  friendly  operating  environment;  and  hence  there  are  few  major  challenges. 
Nonetheless, points to bear in mind when operating in the Singaporean market are: 

•  Due to the presence of the Port of Singapore, shipping is one of the best options. 

•  Business is conducted in English. 

•  Singapore  has  many  different  retail  channels  to  choose  from,  suited  for  different 

products. 

•  The market of Singapore is highly competitive and many international producers – both 
EU and non-EU – will view the country as a gateway into Southeast Asia and beyond. 

•  Certain aspects of the cost of doing business in Singapore can be quite high, given 
the limited amount of land space which adds to additional costs for offices and 
utilities.  

4.4.6 Other relevant information 

Methods of payment in Singapore 

The most common form of payment in Singapore are credit cards. European credit cards can 
be used, but it is more cost efficient to get an account at a local Singaporean bank. Sometimes 
credit card details are requested in advance of a payment, if the amount of money transferred 
is a bigger sum. European debit cards are accepted in many places as well. However, cash 
can be used everywhere as well and sometimes is the only payment method available. It is 
usually used for smaller payments e.g. on wet markets. For business-to-business payments, 
there is no one size fits all payment option. Moreover, many cashless payment options are 
available, which are mostly part of the Network for Electronic Transfers, short NETS. NETS is 
a domestic electronic payment service provider, set up by Singaporean banks back in 1985 to 
develop the national debit network. Its goal is to create a cashless society through: 

•  NETS  Cash  Card  can  be  used  to  pay  at  retail  stores,  to  pay  phone  bills,  vending 
machines or car parks and can be bought at NETS service centres or 7elevens. 

•  NETS  FlashPay  card  can  be  used  to  pay  for  public  transportation  and  at  some 

selected gas stations as well as convenience stores. 

•  NETS card is a debit card issued by banks, when opening a bank account.  

Travel from the EU to Singapore 

To  travel  to  Singapore  a  passport  that  is  valid  for  at  least  6  more  months  at  the  time  of 
departure is needed. All European Union citizens are allowed to visit Singapore for up to 90 
days visa-free. However, to work in Singapore a valid work visa is required. There are many 
different work visas available to apply to and it is important to find the one that fits the purpose 
of work best.28 

28 Work passes and permits https://www.mom.gov.sg/passes-and-permits 

 
 
Singapore – MARKET ENTRY HANDBOOK 

Nonetheless, it is strongly advised that you contact the Singaporean embassy in your country 
well in advance of any travel to Singapore to confirm current visa requirements. They are also 
likely  to  provide  the  easiest  way  to  obtain  any  required  visa,  even  though  an  online  e-visa 
requirement 
exists 
application 
(https://www.ica.gov.sg/enteranddeparting/before/entryvisa).  

checker 

system 

and 

Due to Singapore’s status as a gateway hub in the region, there exists several direct flights to 
the country from the EU including from Amsterdam, Frankfurt, Helsinki, and Paris. 

 
 
 
Singapore – MARKET ENTRY HANDBOOK 

5  Market Snapshots for Selected Products  

This  section  provides  specific  information  for  various  food  and  beverage  categories  and 
products. This information covers three main categories: 

•  Consumption:  data  on  the  evolution  of  consumption;  consumer  profiles  and  any 

notable consumer trends;  

•  Offer: domestic production; imports and exports; the competitive landscape; relevant 

specific customs procedures/import considerations; 

•  Distribution: main distribution channels used; domestic and imported offer. 

Furthermore, each category contains a SWOT analysis and a key takeaways message.  

Fresh meat 

Fresh fruit and vegetables 

Dairy 

Wine 

Spirits 

Olive oil 

Chocolate confectionery 

Beer 

Processed meat 

Sugar confectionery  

Prepared baby food 

Processed fruit and 
vegetables 

Biscuits and cereal bars 

 
 
 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

5.1  Fresh meat 

5.1.1 SWOT analysis 

STRENGTHS (+) 

WEAKNESSES (-) 

▪  One of the most open markets in the region 
the  EU-
fresh  meat  products, 
for  EU 
Singapore FTA has removed tariffs on fresh 
meats and there are fewer SPS barriers than 
in many other markets. 

▪  Lack of domestic production relative to the 
size  of  the  population  has  resulted  in  the 
need  for  Singapore  to  import  fresh  meat 
(90%  dependency  rate)  to  satisfy  domestic 
demand. 

▪  Around 40% of meat bought through retail 
channels is frozen; tempering the obstacle 
of the market being so distant. 

▪  Certain EU member states currently are not 
to  export  Halal-certified  fresh 
Islamic 
to  Singapore 

(11% 

certified 
meats 
population). 

▪  Rising interest in flexitarianism coupled with 

rising vegetarianism in the country. 

▪  Geographically  distant  market  in  a  tropical 
part  of  the  world  may  create  cold-chain 
logistical challenges. 

OPPORTUNITIES (+) 

THREATS (-) 

▪  Exports 

from  Australia,  Brazil,  New 

Zealand, and the US. 

▪  Rising interest in lab-grown meat, which has 
made a small presence within the market in 
recent years. 

▪  The  30  by  30 

initiative 

the 
Singaporean  government  aims 
find 
alternatives  to  the  importation  of  certain 
products, such as fresh meat, by  exploring 
methods to expand domestic production. 

from 
to 

population 

▪  Growing 

the 
background  of  the  need  to  already  import 
fresh meat to satisfy domestic demand. 
▪  A  multicultural  society  with  unique 
for 

trends,  which  allows 

against 

consumption 
targeted marketing.  

▪  Singapore’s affluent consumer base is willing 
to  pay  a  premium  for  organic,  grass-fed, 
and  sustainable  meat  products,  with  EU 
fresh  meats  regarded  as  being  of  a  high 
quality  and  conforming 
to  strict  animal 
welfare requirements. 

5.1.2 Consumption 

Evolution of consumption 

Poultry  is  the  most  popular  meat  in  Singapore,  accounting  for  around  half  of  all  meat 
consumption. Almost 232 000 tonnes were consumed in 2024, with consumption growing at 
1.3% per year over the period 2019-23. Pork, which grew more rapidly over the same period, 
comes in second place, with just under 164 000 tonnes consumed in 2024. Consumption of 
beef and mutton are both a fraction of the consumption of poultry or pork, at just under 31 000 
and  15  300  tonnes,  respectively.  Beef  and  veal  have  been  the  fastest-growing  fresh  meat 
products in Singapore in recent years, growing by a CAGR of 6% between 2018 and 2024 
(Figure 5-1).  

 
 
Singapore – MARKET ENTRY HANDBOOK 

Figure 5-1: Evolution and forecast of fresh meat market in Singapore, 2019-2029; total 
volume, 000 tonnes 

Source: Euromonitor International: Fresh Food, 2024.  

Consumers 

As a multi-cultural country, there is no major “one size fits” approach towards marketing and 
targeting  consumers  of  fresh  meat  in  Singapore,  although  many  of  the  more  major 
consumption trends can be divided by ethnic groups: 

Chinese Singaporeans: (around 74% of the population) are generally more likely to consume 
pork, chicken, and duck fresh meat products, with some of the more common dishes including 
char siu (barbecued pork), siew yoke (crispy pork belly), and bak kut teh (pork rib soup). Beef 
is traditionally avoided by older ethnically Chinese consumers, particularly Taoists; however, 
younger ethnically Chinese consumers are generally more open to consuming beef and hold 
fewer taboos about beef consumption. 

Malay  Singaporeans:  (about  15%  of  Singapore’s  population)  follow  Halal  dietary  laws, 
meaning  pork  is  strictly  forbidden,  and  all  other  meats  must  be  slaughtered  according  to 
Islamic  guidelines.  The  most  commonly  consumed  fresh  meat  is  poultry,  which  is  used  in 
dishes like ayam penyet (smashed fried chicken), ayam masak merah (spicy tomato chicken), 
and satay ayam (grilled skewers). 

Indian  Singaporeans:  (about  7%  of  Singapore’s  population)  have  diverse  dietary  habits 
depending  on  religious  and  cultural  backgrounds.  While  a  significant  percentage  of  Indian 
Singaporeans are  vegetarian, many  also consume chicken  and mutton,  with chicken  being 
the  most  preferred  and  commonly  used  in  dishes  like  chicken  curry,  tandoori  chicken,  and 
butter  chicken.  Mutton  is  often  used  in  Indian-Muslim  and  Tamil  cuisines,  such  as  biryani, 
mutton varuval (spicy dry-fried mutton), and keema (minced mutton curry). Pork is generally 
avoided by Indians due to cultural preferences, though some Eurasian Indians or non-religious 
Indians may consume it; and beef is not consumed. 

Expatriates form a final small group which is more likely to consume meat in line with Western 
norms;  though  with  high  levels  of  income,  there  is  interest  in  better  quality  and  ethically-
sourced products. 

 
 
Singapore – MARKET ENTRY HANDBOOK 

It is further important to note that significant proportion (estimated to be around 10% of the 
population) is considered to be vegetarian and therefore will not be consumers of fresh meat, 
this equates to around 550 000 individuals.29  

Drivers and method of consumption 

As noted above, the ethnicities and cultures of Singapore’s diverse population are a notable 
driver of consumption. Chicken will remain the preferred fresh meat product in Singapore as 
the product's affordability and, more importantly, lack of cultural/religious taboos continue to 
be  a  key  driver  of  consumption.  Halal  certification  is  the  key  driver  behind  fresh  meat 
consumption across the Islamic population of Singapore (around 11% of the population), with 
demand for fresh beef and mutton surging during the religious holidays of Ramadan and Eid. 
Many Hindus and Buddhists may elect to observe a vegetarian diet during specific periods of 
the year, such as during Thaipusam (11th February 2025, 1st and 2nd February 2026) and 
Navaratri (30th March–April 7th). After these holidays, the consumption of fresh meat typically 
rises  in  the  short  term  The  economic  drivers  of  fresh  meat  are  also  a  key  consideration, 
particularly against the backdrop of the high per capita income level in Singapore. High-income 
consumers will be more likely to spend more on premium meats such as Wagyu beef, organic 
chicken, and grass-fed lamb. It is important to note, however, that the price of fresh meat in 
Singapore is highly variable; the country has a very limited domestic production base, which 
means that fresh meat prices are influenced by currency exchange rates and broader supply 
chain disruptions. This further acts as a driver behind poultry consumption, as the prices of 
poultry products tend to be more stable (and affordable) relative to other fresh meat products.  

lifestyle,  many 
Regarding  methods  of  consumption,  despite 
Singaporeans still cook fresh meat at home, particularly for family meals and traditional dishes. 

fast-paced  urban 

the 

Consumption patterns are largely influenced by ethnic and religious backgrounds: 

Chinese Singaporeans: this community has the largest influence with regard to overall meat 
consumption,  with  pork,  chicken,  and  duck  being  staples  in  their  diet.  Pork  is  the  most 
consumed meat, followed by chicken, duck, and lastly beef, which has been historically less 
consumed  amongst  this  community  except  for  certain  special  occasions.  Certain  cooking 
styles  that  are  common  amongst  Chinese  Singaporeans  include  stir-frying,  steaming 
(considered to be the healthiest option), and braising (slow cooking fresh meat within a soy 
sauce-based gravy (e.g., lor bak—braised pork belly). In terms of cuts, belly and ribs tend to 
be popular for pork; while for chicken, whole chickens or thighs are more popular. In the limited 
cases that beef is consumed, it is more likely to be a premium product or cut. 

Malay  Singaporeans:  As  mentioned,  chicken  is  the  most  common  fresh  meat  consumed 
amongst this ethnic group, followed by beef. Meat is often grilled over charcoal for a smoky 
flavour, such as satay (skewered meats). Beef and mutton are often cooked for hours in stews 
and soups with spices and coconut milk (e.g., rendang, curry kambing, sup kambing). Halal 
certification tends to be a defining feature of this consumer group. 

Indian  Singaporeans:  Many  Indian  Singaporeans,  as  mentioned  above,  will  strictly  avoid 
consuming  beef  and  also  shy  away  from  pork;  therefore,  chicken  and  mutton  meats  are 
preferred.  Slow  cooking  is  common  for  certain  curries,  such  as  mutton  masala  or  butter 
chicken, while tandoori grilling is also common amongst this ethnic group. Additionally, stir-
frying and pan-searing are commonly used for quick, high-heat cooking, particularly in fusion 
dishes  influenced  by  Chinese  and  Malay  cuisines.  Within  Singapore  there  are  also  outlets 
known as “Hawker Centres”; these outlets provide affordable meals of various varieties, with 
Indian-inspired dishes being noted for their particular popularity within these outlets. 

29  Understanding  Vegetarianism:  A  Growing  Practice 
https://rafflespublications.com/2024/12/06/understanding-vegetarianism-a-growing-practice-in-singapore/  

in  Singapore, 

eagle 

the 

eye,  Available 

at 

 
 
Singapore – MARKET ENTRY HANDBOOK 

Purchase criteria 

The choice of meat type and specific cuts is further influenced by cultural preferences and the 
intended culinary application. For instance, Chinese Singaporeans often favour pork, with cuts 
like belly being particularly popular. In contrast, beef sirloin is a preferred choice among beef 
consumers,  while  chicken  breast  is  especially  favoured  by  younger  demographics.  The 
selection  of  cuts  also  depends  on  the  dish  being  prepared,  with  certain  recipes  calling  for 
specific parts of the animal. In Singapore, fresh meat is generally about 20% more expensive 
than frozen alternatives. Despite this, it is estimated that up to 40% of meat sold through retail 
channels  is  frozen,  indicating  a  substantial  market  for  both fresh  and frozen  products.  The 
intended use of the meat also affects purchasing decisions; for everyday meals, consumers 
might choose economical cuts, while premium cuts are reserved for special occasions.30 

Higher-income  consumers  may  consider  factors  such  as  the  country  of  origin  and  farming 
practices when purchasing meat. Meat sourced from countries with stringent quality controls 
or  known  for  ethical  farming  practices  (such  as  meat  exported  from  the  EU)  can  be  more 
appealing to this demographic. 

Recent market trends 

Recent market trends that have impacted the fresh meat sector of Singapore include: 

•  Cultivated (lab-grown) fresh meat expansion: Singapore has emerged as a global 
leader in the cultivation of lab-grown fresh meat products in recent years. This is due 
largely to the scarcity of available land within the city-state, which means the country 
is  unable  to  provide  domestic  fresh  meat  products  to  meet  domestic  demand.  The 
Singaporean government, through the Singapore Food Agency (SFA) and the 30 by 
30 initiative (aiming to produce 30% of the country’s nutritional needs locally by 2030), 
has prioritised cultivated meat as a viable, scalable alternative to traditional fresh meat 
consumption.  In  December  2020,  the  SFA  approved  Eat  Just’s  cultivated  chicken, 
allowing the product to be sold in select restaurants. Since then, several companies, 
including  Meatable,  Good  Meat,  and  Shiok  Meats,  have  received  approval  or  are 
undergoing regulatory processes to introduce lab-grown pork or beef into the market. 
Despite the  growing  interest,  price remains a  barrier.  The cost  of  cultivated  meat  is 
significantly higher than traditional fresh meat, making it a luxury item rather than an 
everyday  protein  source.  Further,  while  cultivated  meat  is  currently  limited  to 
restaurants  and  speciality  outlets,  discussions  are  ongoing  to  introduce  lab-grown 
protein products  in supermarkets,  particularly in the  form  of  pre-packaged  ready-to-
cook options. Possible methods for traditional meat producers to neutralise the threat 
posed  by  cultured  meat  include:  emphasising  premium  features  such  as  ethical 
sourcing, traceability, quality indications and unique flavour profiles; and focusing on 
any sustainability credentials of the meat production process. 

•  Flexitarianism is on the rise: Around 18% of the population of Singapore currently 
identifies  as  “Flexitarian”31,  These  are  consumers  who  aim  to  prioritise  plant-based 
consumption  while  allowing  for  occasional  fresh  meat  consumption.  The  growth  of 
flexitarianism  within  the  country  is  largely  influenced  by  international  consumption 
trends, particularly Western ones. 

30  Singapore  Food  Statistics  2023,  Singapore  Food  Agency,  Available  at  https://www.sfa.gov.sg/docs/default-
source/publication/sg-food-statistics/singapore-food-statistics-2023.pdf  

31  World  Food  Day:  What  are  Singapore’s  major  dietary  preferences  –  and  most  favourite  cuisines?,  YouGov,  Available  at 
https://sg.yougov.com/consumer/articles/47585-world-food-day-singapore-major-dietary-preferences-most-favourite-cuisines-
2023  

 
 
Singapore – MARKET ENTRY HANDBOOK 

•  Rising demand for organ meats (offal): In line with global health trends, there is a 
growing  interest  in  nutrient-dense  foods  among  Singaporean  consumers.  Organ 
meats,  recognised  for  their  high  protein,  vitamin,  and  mineral  content,  are  gaining 
attention.  Products  that  blend  muscle  and  organ  meats  are  emerging,  offering  a 
convenient way for consumers to incorporate these nutrient-rich foods into their diets 
without the need for specialised preparation techniques.32 

Overall, the fresh meat sector has largely continued to grow in Singapore in recent years, as 
the population has risen alongside per capita incomes, which provides some tailwinds to fresh 
meat  consumption  in  the  country.  Pork  and  poultry  will  remain  the  preferred  fresh  meat 
products in the country, while beef and veal have emerged as the fastest-growing fresh meat 
products in the country. 

Meat on retailers’ shelves in Singapore 

While retail prices are significantly influenced by meat type and cut, rough retail price ranges are: 

•  Economy: under SGD 10 (EUR 6.70) per 500g 

•  Mid-range: SGD 10 to 15 (EUR 6.70 to 10) per 500g 

•  Premium: above SGD 15 (EUR 10) per 500g, with super-premium starting at SGD 24 (EUR 

15.90). 

Poultry is more likely to fall into the economy or mid-range segments, while beef is more likely to be 
mid-range or upwards. 

32 Food Trend Predictions for 2025, DIGI, Available at https://www.digisystem.com/sg/topics/20250107023226/  

 
 
Singapore – MARKET ENTRY HANDBOOK 

Above: red meat section of a retailer. Meat packaged, origins indicated. 

As a general rule, around 90% of meat on sale in retail outlets is imported; however, this almost all 
comes from neighbouring countries such as Malaysia, as well as Australia, with EU fresh meat fairly 
uncommon. Arrangement tends to be by meat type, and then by country of origin or cut. 

It is most common for meat to be sold pre-packaged (most commonly in trays, but sometimes vacuum 
packed), with  250g,  500g,  and  1300g  being the most common package sizes.  For premium cuts, 
some retailers opt for darker trays or matte-finish materials to create a visual contrast and enhance 
the perception of quality. 

 
 
Singapore – MARKET ENTRY HANDBOOK 

Above: beef cuts with feeding methods clearly indicated. 

It  is  increasingly  common  to  see  claims  such  as  “Hormone-Free,”  “Antibiotic-Free,”  or  “Pasture-
Raised”  which  plug  well  into  the  quality  focus  of  the  Singaporean  market.  Signage  either  on  the 
packaging or at the  point of sale that communicates: breed (e.g., "Black Angus"); ageing process 
(e.g., "Dry-Aged 28 Days"); or recommended use (e.g., "Perfect for Grilling") is also common. Origin 
may be emphasised on more premium cuts. 

 
 
Singapore – MARKET ENTRY HANDBOOK 

Above: French origin marked poultry in a modern retailer. 

Price promotions are not normally offered on fresh meat, unless it is either (1) specifically to rotate 
stock / deal with product expiry; or (2) introduce shoppers to lesser-known cuts. Non-price promotion 
however is more common. This can include bundling tactics, such as pairing premium meats with 
sauces or seasoning packs. Loyalty programs and trade collaborations may also be used to promote 
interest in certain rarer, high-quality meats. 

Pictures: © Agra CEAS / Euromonitor International, 2025. 

5.1.3 Offer 

Domestic production 

Domestic meat production is constrained by the general factors limiting agriculture set out in 
section 2.3. The production of meat that exists is almost entirely focused on livestock that can 
be  intensively  farmed  in  the  small  area  available  –  firstly  poultry  (around  50  000  tonnes 
produced), and secondly pork (around 20 000 tonnes produced). Indeed, livestock production 
in Singapore’s  agrotechnology  parks  – the  heart  of  Singapore’s  agricultural  production  –  is 
heavily  weighted  towards  poultry  and  egg  production.33  There  is  a  certain  quantity  of  live 

33 https://www.sfa.gov.sg/food-farming/food-farms/farming-in-singapore; https://www.fas.usda.gov/data/production/country/sn  

 
 
 
Singapore – MARKET ENTRY HANDBOOK 

animal  trade  into  Singapore  for  slaughter;  with  live  poultry  generally  being  imported  from 
Malaysia and live pigs from Indonesia. 

Finally, as mentioned, lab-grown cultivated meat production in Singapore is worth noting, as 
the  country  has  emerged  as  a  global  innovator  and  leader  within  this  space.  Concerns 
surrounding  food  security  in  Singapore  have  helped  to  push  the  regulatory  body,  the 
Singapore Food Agency (SFA) into establishing a clear framework for approving cultured meat 
products; putting it at the forefront of global regulatory frameworks for cultured meat products 
and making it a hub for alternative protein innovation. Eat Just and Mosa Meat are the most 
notable  operators  in  this  space,  though  the  former  has  slowed  activity  recently  after  a 
substantial initial push.34 

Imports and exports 

Singapore is unsurprisingly a major net importer of fresh meat. Total imports in 2024 exceeded 
400  000  tonnes,  compared  to  net  exports  of  just  under  100  000  tonnes.  Both  imports  and 
exports  have  grown  in  recent  years;  at  roughly  similar  relative  rates,  though  exports  have 
grown more greatly in absolute terms (Figure 5-2). 

Figure 5-2: Trade balance (imports and exports) of fresh meat in Singapore, 2020-24; 
volume 000 tonnes 

s
e
n
n
o
t
0
0
0
e
m
u
o
V

l

500

400

300

200

100

0

-100

-200

I m p o r t s

E x p o r t s

2019

2020

2021

2022

2023

Source: Trade Map, International Trade Centre - https://www.trademap.org/  

Data for CN code 0201, 0202, 0203, 0204, 0206, 0207. 

Singapore 

34 
Production, 
https://www.proteinproductiontechnology.com/post/singapore-advances-regulatory-framework-for-food-safety  

framework 

regulatory 

advances 

Protein 

safety, 

food 

for 

available 

at 

 
 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

Singapore’s reliance on imports is universally across all meat types; though in absolute terms, 
it both imports and exports more poultry than any other meat type (imports of nearly 230 000 
tonnes  versus  exports  of  65  000  tonnes).  Pigmeat  is  the  second  most  traded  meat,  with 
imports  of  around  120  000  tonnes.  The  ratio  between  imports  and  exports  is  fairly  similar 
across all meat types (Figure 5-3). 

Figure 5-3: Trade balance (imports and exports) of fresh meat in Singapore, by type, 
2024; volume 000 tonnes 

0207 Poultry

0206 Offal

0204 Sheep and goat meat

0203 Pigmeat

0201 - 0202 Bovine meat

-100

-50

0

50

100

150

200

250

Imports

Exports

Source: Trade Map, International Trade Centre - https://www.trademap.org/  

Data for CN code 0201, 0202, 0203, 0204, 0206, 0207. 

In terms of origin, Brazil plays a dominant role, accounting for over half of all imports and a 
leading position across most meat categories. Beef, lamb and offal-focused Australia comes 
a  distant  second  with  46  000  tonnes  of  imports,  followed  by  China  and  the  USA.  The  EU 
combined accounts for just over 31 000 tonnes. Germany and Spain (each just under 7 000 
tonnes) lead; followed by Poland (5 200 tonnes), Denmark (4 400 tonnes) and the Netherlands 
(3 050 tonnes – see Figure 5-4). 

 
 
Singapore – MARKET ENTRY HANDBOOK 

Figure 5-4: Singaporean imports of fresh meat by country, 2020-24; volume 000 
tonnes 

450

400

350

300

250

200

150

100

50

s
e
n
n
o
t
0
0
0
e
m
u
o
V

l

0
2020

2021

2022

2023

2024

Brazil

Australia

China

United States of America

The EU

Rest of the world

Source: Trade Map, International Trade Centre - https://www.trademap.org/  

Data for CN code 0201, 0202, 0203, 0204, 0206, 0207. 

EU GI products 

No fresh meat products have been registered for protection under the EU-Singapore FTA. 

Main competitors 

Brazil,  Australia,  China  and  the  US  stand  as  the  current  largest  exporters  of  fresh  meat 
products into Singapore. Singapore is almost entirely dependent on the importation of fresh 
meat to sustain its domestic demand for these products although recent innovations in the lab-
meat production sector may help to alleviate this dependency to an extent, however currently, 
lab-meat related products provide limited competition. 

5.1.4 Specific market entry requirements 

Market access and entry  

The customs procedures for importing foodstuffs are set out in section 4.2.1. A full list of the 
general documentary requirements for export is set out in Table 4-1, along with requirements 
by product category in Table 4-2. Requirements notably include: a registration of foreign meat 
exporters; a licence to import meat and fish products; and a veterinary health certificate for 
animal products. 

 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

As set out in section 4.2, fresh meat in Singapore falls into the category of meat products; and 
as such must comply with the Sale of Food Act and the Wholesome Meat and Fish Act. 

Furthermore,  countries  must  be  approved  before  meat  products  can  be  exported.  A  list  of 
accredited countries by product at the time of writing can be found at the following website: 

https://www.sfa.gov.sg/docs/default-source/food-import-and-
export/list_of_approved_countries_regions.pdf  

Please note that the situation can change, and hence either the most recent version should 
be checked, or the ministry of agriculture in your Member State consulted.  

The EU-Singapore FTA introduced the concept of prelisting to try and simplify the process for 
overseas establishments from approved Member States to obtain access to the Singaporean 
market. However, in practice, three systems with regards to establishment authorisation exist, 
with the system in place varying between member state / product. 

•  For some member states and products which were approved a long time ago, there 
are  no  requirements  for  further  authorisation  of  establishment  (these  cases  are 
limited). 

•  For many member states and products, the prelisting system, in line with the concept 
introduced by the FTA, applies (i.e. national competent authority provides updates to 
the lists of establishments and the Singaporean authorities have a short set timeframe 
to respond, after which the establishment is automatically approved). 

•  For certain member states and products, establishments still need to pass through a 
documentary inspection before being authorised (and in very few cases, inspection as 
well). 

While it should be emphasized that the situation does vary between Member States / products, 
there  is  an  increasing  tendency  towards  the  use  of  the  prelisting  system.  For  new 
establishments, a good starting point in all cases is to contact the competent authority of the 
member state of export. They should be able to advise on the system in place; in the case of 
prelisting or application, they will be the body responsible for introducing new requests. 

Some useful sources relating to the establishment accreditation process can be found below 
(also mentioned in section 4.2.1): 

•  Searchable  database  of  approved  establishment:  https://www.sfa.gov.sg/tools-and-

resources/accreditation-database-for-overseas-sources  

•  Application form for slaughterhouses / cutting plants  

•  Application form for canning / processing plants 

In terms of tariffs, European fresh meat products do not face duties in Singapore. 

Detailed information on import duties and Rules of Origin and customs procedures can be 
consulted on the European Commission website: 

Main page – select product, country of origin and destination country: 

https://trade.ec.europa.eu/access-to-markets/en/home 

Example link – poultry category (0207) from Spain to Singapore 

https://trade.ec.europa.eu/access-to-markets/en/search?product=0207&origin=ES&destination=SG  

Standards, SPS measures  

There are a couple of sanitary challenges that EU exporters should be aware of: 

 
Singapore – MARKET ENTRY HANDBOOK 

•  Regionalisation:  in  principle,  regionalisation  is  accepted  by  Singapore;  and  many 
member  states  have  now  negotiated  a  bilateral  arrangement  on  regionalisation  for 
avian influenza and / or African swine fever. That said, there are some specific cases 
where there are not regionalisation agreements in place (for example, avian influenza 
in Belgium and foot and mouth disease in Germany at the time of writing) as well as 
heat  treatment  requirements  in  some  cases.  More  information  can  be  found  on  the 
SFA  website  (link  above  for  approved  countries;  and  this  list  for  avian  influenza 
https://www.sfa.gov.sg/docs/default-source/tools-and-resources/resources-for-
businesses/list-of-countries-and-regions-suspended-for-hpai.pdf).  There  is  ongoing 
work from the European Commission to have regionalisation accepted for the whole 
EU rather than on a Member State basis. 

•  Born/raised/slaughtered: historically, Singapore effectively only accepts meat from 
animals which are born, raised and slaughtered in the same country. However, there 
has been considerable progress on this over recent years, and there are now flexible 
arrangements  for  several  member  states.  It  is  advisable  to  check  with  the  national 
competent authority of the member state of export regarding the existence of flexible 
arrangements for the product in question.  

While there was previously a challenge with the vaccination of ducks against avian influenza, 
this is now understood to have been overcome. 

Nos 59 to 70 of the Food Regulations cover meat, with 59, 60 and 61 of particular relevance. 
According to these, fresh meat can only be identified as such if no part of it has been frozen; 
while frozen meat must have been kept at under -18 degrees centigrade with the temperature 
never exceeding -12 degrees centigrade 

Labelling  

Generic  labelling  requirements  set  out  in  the  Food  Regulations  were  described  in  section 
4.2.3.  As  it  is  a  product  which  needs  to  be  stored  at  a  chilling  temperature  to  maintain  or 
prolong its durable life, prepacked fresh meat requires date marking (as also set out in section 
4.2.3). 

5.1.5 Distribution  

Supermarkets and hypermarkets are the dominant retail channels for fresh meat in Singapore. 
While as a group they cater for the whole range of consumers, there are some specific upscale 
modern retailers who focus more on organic, ethically sourced, and sustainably farmed meat.  

Wet markets are probably the second most popular channel, in particular appealing to more 
traditional consumers who appreciate both freshness and a more personalised service. These 
markets  tend  to  supply  mainly  regionally-slaughtered  meats;  though  there  are  increasingly 
some outlets in wet markets offering premium cuts imported from further afield.  

Specialty  butcheries  and  high-end  food  markets  are  a  further  notable  outlet  that  focus  on 
premium meat cuts and niche offerings, catering to a discerning clientele. Notable examples 
include: Butcher Box; Foodie Market Place; and Ryan’s Grocery. These outlets increasingly 
offer  online-to-offline  retail  services.  The  physical  outlets  sometimes  host  events  such  as 
cooking demonstrations and tastings, which further enhance their appeal to food enthusiasts. 

5.1.6 Challenges for EU products 

While  Singapore  presents  an  attractive  market  with  high  purchasing  power  and  fewer 
regulatory  barriers  compared  to  other  markets  in  the  region,  challenges  still  exist.  Halal 
certification is essential to access the Muslim consumer base, but only certain EU certifiers 
are  recognized  by  Singapore’s  Majlis  Ugama  Islam  Singapura  (MUIS)  (Austria,  Belgium, 

 
Singapore – MARKET ENTRY HANDBOOK 

Croatia,  Denmark,  France,  Germany,  Ireland,  Italy,  Lithuania,  the  Netherlands,  Poland, 
Portugal,  Slovenia  and  Spain).35  Maintaining  a  cost-effective  cold  chain  is  crucial  due  to 
Singapore’s  tropical  climate  and  strict  freshness  standards.  Although  tariffs  have  been 
removed  under  the  EU-Singapore  Free  Trade  Agreement  (EUSFTA),  the  challenges  in 
shipping  fresh  meat  such  a  long  distance  and  consumer  preferences  for  premium  or 
alternative proteins, remain significant. Strong competition from Australia, New Zealand, the 
U.S., and Brazil, which have established trade relationships and lower logistics costs, adds 
further pressure. 

Market Takeaway: Fresh meat 

Consumption: Pork and poultry stand as the largest fresh meat products consumed in Singapore, with 
beef and veal being the fastest growing. Consumption patterns and preferences are largely influenced 
by  the  cultural  norms  of  Singapore’s  three  largest  ethnicities  (Chinese,  Malay,  and  Indian),  which 
requires consideration relative to the needs of these consumer groups. 

Competition: Primarily Brazil, but also the US and domestic producers for poultry; and Australia for red 
meats. Emerging domestic lab-grown meat.  

Distribution:  Modern retailers the main channel. Wet markets  are  also important, but more likely to 
offer regionally-produced meat. Specialist butchers may be of interest for premium products.  

Challenges: Certain EU member states do not have organisations with MUIS certification which prevents 
them from exporting halal-certified fresh meats, effectively cutting them off from around 11% of the 
consumer  base.  Distant  market.  Rising  flexitarianism,  environmental  consciousness  and  competition 
from Australia, Brazil and the US are also key challenges. 

Opportunities:  High-income  consumer  base,  which  allows  for  EU  fresh  meats  to  maintain  price 
competitiveness;  this,  coupled  with  a  growing  population  within  a  country  with  limited  domestic 
production  and  the  need  to  rely  on  imports  to  satisfy  domestic  demand,  stands  out  as  the  key 
opportunities in the market. 

35 List of MUIS recognised foreign halal certification bodies, MUIS, available at https://file.go.gov.sg/fhcb-listing.pdf  

 
 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

5.2  Fresh fruit and vegetables 

5.2.1 SWOT analysis 

STRENGTHS (+) 

WEAKNESSES (-) 

▪  Growing 

emphasis 

health 
consciousness, particularly post-COVID-19 
and 
further  promoted  by  government 
campaigns. 

on 

▪  Heavy  net  importer;  95%  of  Singapore’s 
fresh  fruit  and  vegetable  supplies  need  to 
come from abroad. 

▪  With a very high level of import dependency, 
market  access  is  fairly  straightforward 
compared  to  many  other  countries  in  the 
region, with no country approval required. 

▪  Other  geographically  closer  nations, 
including  ASEAN  members,  have  a  long 
standing  relationship  in  F+V  exports, 
allowing  producers  from  these  nations  to 
develop 
relationships  with  Singaporean 
importers and distributors. 

▪  High  freight  and 

logistical  costs  are 
involved for EU exporters seeking to export 
to Singapore. 

▪  Strong preference for tropical fruits, an area 

the EU cannot really compete in. 

OPPORTUNITIES (+) 

THREATS (-) 

▪  The  expat  community  of  Europeans  in 
Singapore  and  some  affluent  consumers 
help drive demand for EU produce, including 
some niche vegetables in small quantities. 
▪  Singaporean  consumers  of  apples,  kiwis, 
and onions present a window of opportunity 
for  EU  producers,  particularly  during  the 
Australia/New Zealand off-season. 

▪  Singapore's  growing  health-conscious 
and  eco-conscious  consumers  are 
increasing  demand  for  organic,  pesticide-
free,  and 
fair-trade-certified  produce, 
areas  where  EU  exporters  have  a 
competitive edge. 

▪  Regional  countries 

like  Malaysia  and 
China can produce many of the same fruits 
and  vegetables  as  the  EU  and  have  lower 
costs as a result of their geographic location. 
▪  Singapore’s  30  by  30  strategy  may  cause 
domestic production to increase and imports 
of fresh fruit and vegetables to decline. 
▪  Unlike  some  tropical  fruit  exporters,  EU 
suppliers  may  face  seasonal  production 
fluctuations,  making  it  difficult  to  supply 
fruits  and  vegetables  year-round,  limiting 
their  ability 
to  establish  a  consistent 
presence in Singaporean supermarkets. 

5.2.2 Consumption 

Evolution of consumption 

As Singapore lacks the availability of a large amount of land space for fresh fruit and vegetable 
cultivation, around 95% of its fresh food and vegetables need to be imported from abroad. The 
largest fresh fruit product category is the “other fruit category,” which includes many popular 
regional  fresh  fruits  such  as  durians;  this  category  has  a  total  volume  of  around  142  000 
tonnes.  Bananas  are  the largest sole fruit  category  with a total  volume of  just  over  81  000 
tonnes,  followed  by  oranges,  tangerines,  and  mandarins  (61  000  tonnes),  apples  (39  000 
tonnes), peaches/nectarines (36 000 tonnes), pears/quinces (15 000 tonnes), and cherries (9 
000 tonnes). The remaining fruit product categories, such as grapes, plums, strawberries, and 
kiwis, all have total volumes of below 8 000 tonnes. Cranberries/blueberries are expected to 
be  the  fastest-growing  fresh  fruit  category  going  forward  with  a  predicted  CAGR  of  9.5% 
expected between 2024 and 2029; however, this category will remain largely niche in relation 
to the wider market in general for fresh fruits (Figure 5-5). 

 
Singapore – MARKET ENTRY HANDBOOK 

Figure 5-5: Evolution and forecast of fruits market in Singapore, 2019-2029; total 
volume 000 tonnes 

Source: Euromonitor International: Fresh Food, 2024.  

Similar to fresh fruit, the cultivation of fresh vegetables in Singapore is limited, which requires 
the  country to import these  products  from  abroad.  The “other  vegetable category”  includes 
popular  fresh  vegetables  such  as  kailan  (Chinese  broccoli),  bok  choy,  and  chye  sim.  This 
category accounts for a total volume of around 384 000 tonnes, which represents around 93% 
of  the  total  fresh  vegetable  market  by  volume  in  the  country.  Onions  are  the  largest  sole 
vegetable product category by volume, with a total volume of around 64 000 tonnes, followed 
by potatoes (333 000 tonnes), tomatoes (24 500 tonnes), and cauliflowers and broccoli (22 
000  tonnes).  The  overall  market  for  fresh  vegetables  is  not  expected  to  grow  rapidly  in 
upcoming years, with a CAGR of 1-2% in volume terms envisioned for the majority of fresh 
vegetable product categories between 2024 and 2029 (Figure 5-6). 

 
 
 
Singapore – MARKET ENTRY HANDBOOK 

Figure 5-6:Evolution and forecast of vegetables market in Singapore, 2019-2029; total 
volume 000 tonnes 

Source: Euromonitor International: Fresh Food 2024. 

Consumers  

The  per  capita  consumption  rate  for  fresh  fruit  in  Singapore  is  currently  around  72  kg  per 
person, which is slightly ahead of neighbouring Indonesia and Malaysia; for vegetables, this 
figure is around 93 kg per person, which is roughly in line with the average consumption rate 
across Southeast Asia. While fresh fruit and vegetables are universally consumed across the 
multicultural consumer base of Singapore, there are certain consumer groups of notes, which 
include: 

•  Health-conscious consumers: The rise of fitness culture combined with government 
campaigns  that  advocate  for  healthier  diets36  has  raised  the  general  level  of  health 
consciousness  across the  consumer  base  of  Singapore in recent  years, particularly 
amongst  middle-aged  and  young  adults.  This  consumer  group  is  key  consumers  of 
superfruits  like  pomegranates  and  acai  berries,  which  are  commonly  used  in  açai 
bowls. This consumer group is also attracted to organic regional fruits such as dragon 
fruit  and  papaya.  In  relation  to  vegetables,  this  consumer  group  is  more  likely  to 
prioritise leafy green vegetables such as kale, baby spinach, and chye sim, which are 
increasingly available within high-end supermarkets in the country.  

•  Affluent  and  Expat  communities:  High-income  earners  and  expatriates  from 
European (and other) countries will have a particularly strong affiliation with fresh fruit 
and vegetable products commonly or uniquely grown in the EU. Notable fresh fruit and 
vegetables  that  are  commonly  sold  in  Singapore  from  the  EU  including  French 

36 Healthier Dining Programme, Health Promotion Board of Singapore, Available at  https://www.hpb.gov.sg/healthy-living/food-
beverage/healthier-dining-programme  

 
 
 
Singapore – MARKET ENTRY HANDBOOK 

Charentais  melons37,  Spanish  Cherries38  and  Italian  blood  oranges39.  EU  fresh  fruit 
and vegetable products in particular are likely to largely appeal to high-income earners, 
due to the wide variety of cheaper, tropical fresh fruits from neighbouring Southeast 
Asian markets and also due to the general niche character of many EU fresh fruit and 
vegetable products such as blueberries and strawberries. 

•  Office workers and busy professionals: Around 60% of the workforce of Singapore 
can be classified as falling within the category of professional, managers, executives, 
and technicians (PMETs)40.  These  workers typically  will  have  a  clear  preference  for 
fresh  fruit  and  vegetables  that  are  easy  to  consume  and  provide  a  quick  nutritional 
boost.  Notable  fresh  fruits  and  vegetables  in  that  regard  include  pre-cut  pineapple, 
watermelon, rock melon, and dragon fruit, with citrus fruits that are high in vitamin C, 
such as oranges, mandarins, and yuzu, also being popular. Prewashed greens such 
as kale, baby spinach, and arugula (rocket) are also commonly incorporated into quick 
lunch dishes. 

Overall,  as  mentioned  above,  fresh  fruit  and  vegetables  incorporate  virtually  all  of  the 
consumer base of Singapore, regardless of ethnic and religious divide with there being only 
minimal differences amongst these consumer groups which extends to:  

•  Chinese  Singaporeans:  Longan,  lychee,  and  durian  are  considered  warming  and 
energising therefore they " are eaten in moderation, often as treats or during the durian 
season. Mandarins and pomelos are also highly significant during Chinese New Year, 
symbolising prosperity and good luck. In terms of vegetables, Chinese Singaporeans 
frequently consume bok choy, chye sim (choy sum), kai lan (Chinese broccoli), and 
napa cabbage, which are staples in stir-fries and soups. 

•  Malay  Singaporeans:  Bananas,  jackfruit,  and  mangoes  are  commonly  consumed 
fresh  or  incorporated  into  traditional  desserts  such  as  pisang  goreng  (fried  banana 
fritters) and pengat (coconut-based dessert). For vegetables, Malay cuisine features a 
lot of ulam (raw vegetables and herbs eaten with sambal or dips), including winged 
beans, petai (stink beans), long beans, and cucumbers. 

• 

Indian  Singaporeans:  Many  Indian  Singaporeans  follow  vegetarian  or  semi-
vegetarian  diets,  particularly  among  Hindus,  leading  to  a  strong  emphasis  on 
vegetable-based  dishes.  In  terms  of  fruit,  mangoes,  guavas,  pomegranates,  and 
bananas  are  widely  consumed,  often  in  lassi (yoghurt-based  drinks)  or fresh  juices. 
Sapodilla  (chiku),  custard  apples,  and  jamun  (Java  plums)  are  also  favoured, 
especially  among  those  who  follow  Ayurvedic  dietary  practices.  Coconut  is  heavily 
used in Indian cuisine, whether in its fresh, grated form, as coconut milk, or as coconut 
water  for  hydration.  For  vegetables,  bitter  gourd,  okra,  eggplant,  and  drumsticks 
(moringa pods) are staples in Indian cooking, frequently found in dal (lentil curries) and 
sambar (spiced lentil stew). Curry leaves, coriander, and mustard seeds are commonly 
used to flavour vegetable dishes. 

37  Melon,  Charentais  from  France  (Organic),  Cheese  Club  Singapore,  Available  at  https://cheeseclub.sg/product/melon-
charentais-from-france-organic/  

38 Spain Red Cherries, Fresh Collective, Available at https://www.freshcollective.sg/product/spain-cherries-1kg/  

39  Orange,  Half  Blood  from  Sicily,  Italy  (Organic),  Cheese  Club,  Available  at  https://cheeseclub.sg/product/orange-half-blood-
from-sicily-italy-organic/  

Labour 

40 
https://stats.mom.gov.sg/iMAS_PdfLibrary/mrsd_2020LabourForce_survey_findings.pdf?  

2020,  Ministry 

of  Manpower 

Singapore 

Force 

in 

of 

Singapore, 

Available 

at 

 
 
Singapore – MARKET ENTRY HANDBOOK 

Drivers and method of consumption 

Drivers of fresh fruit and vegetable consumption in Singapore include factors such as health 
awareness, cultural influences, convenience, income levels, and government policies. One of 
the  strongest  drivers  is  the  increasing  emphasis  on  health  and  wellness,  with  consumers 
becoming  more  conscious  of  the  role  fresh  produce  plays  in  disease  prevention,  weight 
management, and overall well-being. This trend has been reinforced by Singapore’s War on 
Diabetes  campaign,  which  encourages  the  consumption  of  low-GI  (glycaemic  index)  fruits 
such as berries, apples, and citrus fruits, as well as fibre-rich vegetables like broccoli, kale, 
and bitter gourd to manage blood sugar levels. As mentioned above, cultural influences based 
on ethnicity or religion also play a key role, with many traditional dishes amongst each group 
incorporating fresh fruit and vegetable products as outlined above in the consumer section. 
Income levels also influence consumer trends, as rising incomes have led to more demand 
for organic, premium, and imported fruit and vegetables, including from the EU. Government 
initiatives also play a crucial role, with agencies such as the Singapore Food Agency (SFA) 
promoting local urban farming and hydroponic vegetables and encouraging the consumption 
of locally grown leafy greens like chye sim and bayam.  

In terms of methods of consumption, one of the more common methods is raw consumption, 
particularly for fruits like apples, grapes, bananas, and berries, which are eaten as snacks, in 
breakfast  bowls,  or  as  part  of  grab-and-go meals.  Many  Singaporeans  also  consume  fresh 
fruits in pre-cut packs, available in supermarkets and convenience stores, making it easier for 
office workers and busy individuals to incorporate fruit into their diets. Fruit-based desserts 
such  as  mango  sticky  rice,  durian  puffs,  and fruit  yoghurt  parfaits  are  also  widely  enjoyed, 
particularly  among  younger  consumers.  When  it  comes  to  vegetables,  stir-frying  is  the 
dominant  cooking  method,  as  seen  in  many  Chinese  Singaporean  dishes  that  feature  bok 
choy, chye sim, and kai lan. Similarly, Malay cuisine incorporates vegetables like kang kong 
and long beans into spicy sambal stir-fries, while Indian cooking relies on slow-cooked curries 
and dals made with okra, eggplant, and lentils. 

Purchase criteria 

Consumers in Singapore select fresh fruit and vegetables based on a combination of quality, 
price,  convenience,  origin,  health  benefits,  and  sustainability  considerations.  The  most 
important criterion is freshness, as Singaporeans expect crisp, vibrant vegetables and ripe, 
juicy  fruits,  especially  given  the  city-state’s  hot  and  humid  climate,  which  can  quickly 
deteriorate produce. Many buyers assess freshness by looking for bright colours, firm textures, 
and natural aromas, with preferences varying based on the type of produce — for example, 
leafy greens should be crisp with no wilting, while tropical fruits like mangoes and papayas 
should have a slightly soft texture and fragrant scent.41  

Price  is  another  key factor,  particularly for  budget-conscious  consumers  and  large  families 
who buy in bulk. Supermarkets and wet markets offer a range of pricing options, with many 
Singaporeans balancing affordability and quality. Country of origin plays a significant role, with 
many  consumers  favouring  Australian,  Japanese,  Korean,  and  European  produce  for  its 
perceived higher quality and food safety standards. While the market leans towards tropical 
fruit,  emphasis  on  the  EU  production  standards  alongside  education  on  the  unique 
characteristics of temperate produce can help attract consumers to more European-style fruit 
and  vegetables.  Organic  and pesticide-free  produce  is  increasingly  sought  after,  especially 
among health-conscious consumers; and the use of sustainable packaging (e.g. paperboard 
or plastic neutral packaging) can plug in to a neighbouring trend. On the issue of packaging, 

41  Shopping  for  fruits  and  vegetables,  HealthHub,  Available  at  https://www.healthhub.sg/live-healthy/shopping-for-fruit-and-
veggies  

 
 
Singapore – MARKET ENTRY HANDBOOK 

tailored seasonal packaging can be effective around festivals such as Christmas or the Lunar 
New  Year.  Finally,  locally  grown  hydroponic  vegetables,  such  as  those  from  Sustenir 
Agriculture  or  Sky  Greens,  are  gaining  popularity  due  to  their  freshness,  reduced  carbon 
footprint, and support for local farming. 

Fruit and vegetables on retailers’ shelves in Singapore 

While the type of  fruit and  vegetable has  a major impact on retail  prices,  in very broad terms  the 
market can be segmented as follows: 

•  Economy: under SGD 3 (EUR 2) per 500g 

•  Mid-range: between SGD 3 and 6 (EUR 2 to 4) per 500g 

•  Premium: above SGD 6 (EUR 4) per 500g, with a super premium segment above SGD 8 

(EUR 5.30). 

Above: tomato section of a modern retailer. Below: part of the fruit section of a retailer. In both cases, 
it can be seen that packaged products are dominant. 

 
 
Singapore – MARKET ENTRY HANDBOOK 

Around  90%  of  fruit  and  vegetables  on  sale  in  the  country  are  imported.  Products  are  generally 
arranged by type, and then potentially by country of origin. Some higher quality imported fruit and 
vegetable products may be placed in “Gourmet imported zones” in order to emphasise their quality 
and origin. 

While fruit and vegetables may be sold loose or prepackaged, overall the latter is more common with 
the 500g pack size particularly common. It is increasingly common for mid-range and higher products 
to  bear  organic  indications.  QR  codes  on  products  linking  to  traceability  platforms  are  becoming 
increasingly popular, particularly in premium retail outlets. 

 
 
Singapore – MARKET ENTRY HANDBOOK 

Above: range of organic vegetables in a retailer, including organic Italian baby spinach. 

There  are  occasional  price  discounts  for  fruit  and  vegetables.  For  certain  products,  bundled 
promotions, such as selling cherry tomatoes with EU olive oil or salad kits with imported greens, are 
common.  Retailers  may  run  limited-time  discounts  such  as  “Weekend  Specials”  or  “Midweek 
Markdowns” to boost sales without compromising the premium image of some fruit and vegetables. 

 
 
Singapore – MARKET ENTRY HANDBOOK 

Above: short term price promotions in a retailer. 

Pictures: © Agra CEAS / Euromonitor International, 2025. 

Recent market trends 

There are several recent market trends that have impacted the Singaporean fresh fruit and 
vegetable market which extend to: 

•  Growing demand for organic and pesticide free produce: Consumers in Singapore 
are  becoming  increasingly  concerned  about  food  safety,  health,  and  chemical 
residues, leading to a sharp rise in demand for organic and pesticide-free fruits and 
vegetables.  Many  shoppers,  particularly  affluent  consumers,  parents  with  young 
children,  and  health-conscious  individuals,  prefer  certified  organic  produce  from 
Australia, the US, and the EU, as well as locally grown organic vegetables from farms 
like  Quan  Fa  Organic  Farm  and  ComCrop.  An  increasing  amount  of  shelf  space  is 
being  dedicated  to  organic  products  by  major  retail  chains;  with  imported  organic 
produce  typically  retailing  for  between  20  and  40%  more  than  its  conventional 
equivalent. Some retailers are also running campaigns to educate consumers about 
the  benefits  of  organic,  pesticide-free,  and  fair-trade  fruits  and  vegetables.  Some 

 
 
Singapore – MARKET ENTRY HANDBOOK 

producers  on  the  other  hand  are  trying  to  attract  consumers  by  offering  detailed 
information  about  the  sourcing  and  production  processes;  and  hence  ultimately 
offering greater transparency.42 

•  Digitalisation  of  the  sector  continues:  Platforms  like  RedMart  (Lazada),  Amazon 
Fresh,  FairPrice  Online,  and  OpenTaste  have  significantly  expanded  their  fresh 
produce  offerings,  including  imported  as  well  as  local  organic  vegetables  and  meal 
kits.  Many  of  these  platforms  offer  subscription-based  produce  boxes,  which  are 
becoming increasingly popular among busy professionals and expatriates looking for 
curated  selections  of  high-quality  fruit  and  vegetables.  Furthermore,  live-streaming 
grocery  sales  on  platforms  like  Shopee  and  TikTok  have  introduced  a  new  way  of 
engaging  with  consumers,  allowing  them  to  see  real-time  freshness  before 
purchasing.43 

• 

Increasing  influence  of  sustainability  and  ethical  sourcing:  Sustainability 
concerns  are  increasingly  shaping  consumer  purchasing  decisions,  with  more 
Singaporeans opting for eco-friendly, ethically sourced, and minimal-waste produce. 
Consumers  are  becoming  aware  of  food  miles,  carbon  footprints,  and  packaging 
waste,  prompting  a  small  shift  towards  locally  farmed  vegetables  and  sustainable 
import  sources.  Brands  and  retailers  are  responding  by  offering  fair-trade  certified 
bananas,  pesticide-free dragon  fruit,  and compostable packaging for  fresh  produce. 
There  is  also  rising  interest  in  “ugly”  or  imperfect  produce,  with  companies  like  SG 
Food  Rescue  and  UglyFood  promoting  surplus  fruits  and  vegetables  that  might 
otherwise go to waste.44 

5.2.3 Offer 

Domestic production 

in  high-tech  urban 

Singapore faces significant challenges in domestic fresh fruit and vegetable production due to 
land  scarcity,  high  production  costs,  and  reliance  on  food  imports,  with  over  90%  of  the 
country’s fresh produce sourced from overseas. However, in response to concerns over food 
security and supply chain disruptions, the government has implemented policies to boost local 
food  production,  particularly 
farming  and  controlled-environment 
agriculture. This push aligns with Singapore’s “30 by 30” strategy, which aims to produce 30% 
of the nation’s nutritional needs locally by 2030, focusing primarily on leafy greens, eggs, and 
fish. Given the limitations of traditional farming, Singapore’s domestic vegetable production is 
largely concentrated on fast-growing, space-efficient, and high-yield crops, particularly leafy 
greens, and microgreens such as chye sim, lettuce, and pea shoots. Unlike vegetables, fresh 
fruit production in Singapore is extremely limited and is limited largely to tropical fruits such as 
bananas, papayas, and pineapples, but this is very limited in scope and far from sufficient to 
meet domestic demand. Overall, while domestic production is growing, the threat it poses to 
EU  imports  in  particular  may  be  seen  as  limited;  the  feasibility  of  the  30%  target  by  2030 
remains  unclear;  and  the  limited  but  increasing  domestic  production  largely  focuses  on 
products which are not easily grown due to climate constraints; meaning that they do not enter 
into direct competition with temperate European fruit and vegetables. On the other hand, the 
aims  to  increase  domestic  production  and  the  novel  farming  method  used  have  provided 

42 ComCorp, available at https://comcrop.com/  

43  Everything  at  a  touch  of  a  button:  Online  grocery  stores  in  Singapore  that  deliver  fresh  ingredients  to  your  doorstepm 
HoneyCombers, available at https://thehoneycombers.com/singapore/online-grocery-shopping-in-singapore/  

44 About Us, UglyFood.sg, available at https://uglyfoodco.com/pages/about-uglyfood-2-0  

 
 
Singapore – MARKET ENTRY HANDBOOK 

opportunities for some innovative EU producers to set up high-tech farming operations directly 
in the country. 

Imports and exports 

Singapore is a substantial net importer of both fruit and vegetables. Fruit imports in 2024 were 
EUR 692m vs exports of EUR 108m; while vegetable imports were EUR 626m compared to 
exports of EUR 31m. Imports of both sets of products show a slightly upward trend over the 
last five years (Figure 5-7). 

Figure 5-7: Trade balance (imports and exports) of fruits and vegetables in Singapore, 
2020-24; value EUR million 

n
o

i
l
l
i

m
R
U
E
e
u
a
V

l

 800

 700

 600

 500

 400

 300

 200

 100

 0

- 100

- 200

n
o

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700

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200

100

0

-100

Fruit 

Imports

Exports

2020

2021

2022

2023

2024

Vegetables 

Imports

2020

2021

Exports
2022

2023

2024

Source: Trade Map, International Trade Centre - https://www.trademap.org/ 

Data for CN code 07 and 08. 

While Singapore is a substantial net importer of all fruit and vegetable types, categories that 
stand  out  as  having  particularly  high  levels  of  imports  are  strawberries  and  other  berries 

 
 
 
 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

among fruit, followed, at some distance, by citrus. Among vegetables, it is the broad category 
of other vegetables, followed by onions, shallots, etc., and cabbage and cauliflower (Figure 
5-8). 

Figure 5-8: Trade balance (imports and exports) of fruit and vegetables by type in 
Singapore, 2024 (value EUR million; selected types only) 

Fruit 

0810 Strawberries and other berries

0809 Apricots , pears and quinces

0808 Apples , Pears, quinces

0806 Grapes

0805 Citrus

0804 Dates, figs, pineapple etc

0803 Bananas

- 50

 0

 50

 100

 150

 200

Exports

Imports

Vegetables 

0709 Other Vegetables

0706 Carrots and Turnips etc

0705 Lettuce Etc

0704 Cabbage and cauliflower

0703 Onions , shallots , garlic and leeks

0702 Tomatoes

0701 Potatoes

- 50

 0

 50

 100

 150

 200

 250

Imports

Exports

Source: Trade Map, International Trade Centre - https://www.trademap.org/  

Note: names for CN codes are abbreviated in most cases. 

Only indicated CN codes are presented in these figures. 6 codes for fruit and 7 codes for vegetables are missing, 
which is why individual figures do not add up to totals in previous graphs. 

In terms of origins, China and Malaysia are the leading origins for both fruit and vegetables; 
though  these  two  origins  are  much  more  dominant  for  vegetables  (where  they  account  for 
almost 2/3 of imports) than they are for fruit (just under 1/3 of exports). Australia is the third 
placed origin for both product categories. The EU exports just under EUR 20m of fruit, with 
Spain (EUR 6.2m), France (EUR 4.2m) and Italy (EUR 3.9m) the most notable origins. EU 

 
 
 
Singapore – MARKET ENTRY HANDBOOK 

vegetable exports total EUR 23m, with the Netherlands (EUR 12.6m) accounting for over half 
of this (France and Italy are next, each with under EUR 3m of exports – see Figure 5-9).  

Figure 5-9: Singaporean imports of fruits and vegetables by country, 2020-24; value 
EUR million 

Fruit 

n
o

i
l
l
i

m
R
U
E
e
u
a
V

l

n
o

i
l
l
i

m
R
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E
e
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a
V

l

800

700

600

500

400

300

200

100

0
2020

700

600

500

400

300

200

100

0
2020

2021

2022

2023

2024

China

Malaysia

Australia

The EU

Rest of the world

Vegetables 

2021

2022

2023

2024

Malaysia

China

Australia

The EU

Rest of the world

Source: Trade Map, International Trade Centre - https://www.trademap.org/  

Data for CN code 07 and 08.  

 
 
 
 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

EU GI products 

Various EU GIs for fruit and vegetables were listed for protection under the EUSFTA, though 
not all of these have currently completed registration. GIs which have completed registration 
include: 

•  Pruneaux d'Agen (France)  

•  Ελιά Καλαμάτας (Elia Kalamatas) (Greece) 

•  Arancia Rossa di Sicilia, Mela Alto Adige / Südtiroler Apfel (Italy) 

Main competitors 

The main competition for EU producers is counties in the region producing fruit and vegetable 
products.  This  includes  countries  that  have  had  FTAs  and  developed  relationships  with 
Singaporean importers and distributors. 

China,  Malaysia,  and  Australia  are  the  three  largest  exporters  of  both  fresh  fruit  and  fresh 
vegetables  and  therefore  provide  the  most  competition  for  EU  exporters  within  the 
Singaporean market; particularly China which also has a large temperate fruit and vegetable 
production base that allows for the country to export major fresh fruit and vegetables that are 
commonly exported by the EU such as onions, potatoes, and apples. However, EU produce 
may be able to differentiate itself from that of competitors such as China through quality and 
safety aspects; plus the EU may be able to offer niche products that few other countries can 
supply. 

5.2.4 Specific market entry requirements 

Market Access and Entry  

The customs procedures for importing foodstuffs are set out in section 4.2.1. A full list of the 
general  documentary  requirements  for  export  is  set  out  in  Table  4-1,  along  with  specific 
requirements  by product  category  in  Table  4-2. Requirements  notably  include:  a licence to 
import fresh fruits and vegetables; and a phytosanitary certificate. 

As set out in section 4.2, fresh fruit and vegetables in Singapore fall into the category of fruit 
and vegetables; and as such must comply with the Sale of food act as well as the Control of 
Plants  Act.  Singapore  does  not  require  country  approval  before  the  export  of  fruit  and 
vegetable products. 

In terms of tariffs, currently, European fruit and vegetables are not subject to duties. 

Detailed information on import duties and Rules of Origin and customs procedures can be 
consulted on the European Commission website: 

Main page – select product, country of origin and destination country: 

https://trade.ec.europa.eu/access-to-markets/en/home 

Example link – citrus fruit category (0805) from Spain to Singapore 

https://trade.ec.europa.eu/access-to-markets/en/search?product=0805&origin=ES&destination=SG  

Standards, SPS measures  

The  aforementioned  Control  of  Plants  Act  is  the  key  piece  of  legislation  for  fruits  and 
vegetables. 

 
Singapore – MARKET ENTRY HANDBOOK 

Labelling  

Generic  labelling  requirements  set  out  in  the  Food  Regulations  were  described  in  section 
4.2.3. If a product needs to be stored at a chilling temperature to maintain or prolong its durable 
life, the prepacked fresh fruit and vegetables in question will require date marking (as also set 
out in section 4.2.3). 

5.2.5 Distribution 

Supermarkets  and  hypermarkets  are  believed  to  account  for  the  majority  of  fresh  fruit  and 
vegetable distribution in Singapore. Some chains such as FairPrice, Cold Storage (and Sheng 
Siong (including through their premium / fresh produce-focused outlets) offer extensive ranges 
of more premium imported fruit and vegetables. Hypermarkets on the other hand may have 
more  budget-focused  selections  (including  notably  from  China).  Wet  markets  are  a tertiary 
channel; they tend to focus on affordable produce, and any imported products sold through 
these will be from nearby / neighbouring countries. There are some speciality stores such as 
Little Farms, Ryan’s Grocery, and Market Blue, which cater to health-conscious and gourmet 
buyers; and hence may stock more unique imported fruit and vegetables. Finally, e-commerce 
is  growing  among  retail  channels;  this  includes  more  general  platforms,  hypermarket  / 
supermarket chains, and some  specialist e-commerce retailers such as Nature’s Glory and 
ShiokFarms.  

5.2.6 Challenges for EU products 

The main challenges for EU exporters relate to strong competition from regional producers 
such as Malaysia and Indonesia and the price competitiveness against the backdrop of high 
freight and logistical costs that EU fresh fruit and vegetable exporters face, as well as the long 
journey  itself.  EU  exporters  must  have  efficient  cold-chain  logistics  to  maintain  freshness 
throughout  the  supply  chain,  with  any  delays  leading  to  significant  spoilage  and  financial 
losses. 

Consumer price sensitivity, as previously mentioned, is another barrier, as Singaporeans are 
accustomed to fairly affordable, high-quality fruits and vegetables from geographically closer 
markets like China, Vietnam, and Australia; EU produce, while often perceived as premium, 
may struggle to compete in mainstream retail channels due to its higher retail price. 

Lastly,  seasonality  issues  and  inconsistent  supply  from  European  farms  due  to  climate 
variability  can  make  it  difficult  to  maintain  year-round  availability,  unlike  competitors  from 
tropical regions that may provide a more continuous supply. 

Despite these challenges, EU fresh fruit and vegetables are well regarded in Singapore and 
have found a following largely amongst the country’s affluent and expatriate consumer base 
as  well  as  amongst  consumers  seeking  niche  yet  high-quality  fresh  fruit  and  vegetable 
offerings. 

 
 
 
Singapore – MARKET ENTRY HANDBOOK 

Market Takeaway: Fresh fruit and vegetables 

Consumption:  Consumption  is  universal  across  the  multicultural  consumer  base  of  Singapore,  with 
notable nuances in consumption habits across the consumer base. The market is largely mature, with 
growth in this sector expected to be around 1-2% overall in volume terms; with the exception of some 
niche fresh fruit and vegetable products. 

Competition: China, Malaysia and Australia are the three largest exporters of both fresh fruit and fresh 
vegetables and stands as the largest competitors within this sector for EU exporters. 

Distribution: modern retailers play a key role. Wet markets  are more limited and focus on regionally 
available produce. Some specialist niche stores offer premium products. 

Challenges: Long logistic chains, the expectation of fresh fruit and vegetables to be fairly affordable even 
if they are high quality, coupled with regional competition from markets with trade advantages, are the 
key challenges for EU exporters. 

Opportunities: The existence of the EUSFTA, the large expat community of Europeans in Singapore, and 
the rising demand for organic and sustainably produced fresh fruit and vegetable products. 

 
 
 
Singapore – MARKET ENTRY HANDBOOK 

5.3  Dairy 

5.3.1 SWOT analysis 

STRENGTHS (+) 

WEAKNESSES (-) 

▪  Market  continues  to  grow  steadily;  most 
categories are forecast to grow at between 4-
6% per year in value terms. 

▪  Fairly 

straightforward  market  access 
requirements  for  dairy  products  compared 
to  most  other  countries,  with  no  country 
approval required. 

▪  Country  inevitably  has  very  limited  milk 
production,  necessitating  imports  across 
the  board  both 
final  products  and 
ingredients. 

for 

▪  Limited tradition of some dairy products in 
Singapore, combined with a large part of the 
their 
population  which 
is 
consumption 
lactose 
intolerance. 

limited 
to 

dairy 

due 

in 

▪  The  cheese  market  continues  to  skew 
than 

towards  processed  cheese  rather 
unprocessed. 

▪  The  milk  market  skews  heavily  towards 
fresh, limiting opportunities for more distant 
imports.  

OPPORTUNITIES (+) 

THREATS (-) 

▪  Strong  competition 

from 

local  dairy 

processors and Australia / New Zealand. 
▪  Distance  /  shipping  times  combined  in 
some  cases  with  consumer  preferences 
somewhat  limit  the  products  which  can  be 
exported from Europe. 

▪  Emerging plant-based dairy segment, with 
domestic 
activity 

from 

considerable 
producers in this category. 

▪  Strong  growth  in  the  unprocessed  cheese 
market, with an increasing range of retailers 
offering  wide 
ranges  and  consumers 
interested in new consumption methods. 
▪  Strong  yoghurt  market,  with  demand  for  a 
logistical 

range  of  yoghurt  products 
challenges can be overcome. 

if 

▪  Given  the  existence  of  domestic  production 
from 
raw  materials, 
opportunities  in  the  ingredients  segment 
can be found.  

non-domestic 

▪  The  food  service  channel  is  important  for 

various dairy categories.  

5.3.2 Consumption 

Evolution of consumption 

Drinking milk remains the largest dairy segment in Singapore by value; at EUR 206m it is just 
ahead  of  yoghurt  and  sour  milk  products  (EUR  155m),  though  the  latter  is  growing  almost 
twice as quickly (just under 8% per year historical and forecast, compared to just over 4% per 
year for drinking milk). Cheese is the third biggest segment at EUR 74m. Historically it has 
grown even more quickly than yoghurt (almost 9% per year), though going forward that growth 
rate is forecast to be slightly lower at around 7% per year. There is a sizeable market though 
slightly more mature market of EUR 35m for butter and spreads. The other dairy and plant-
based dairy markets remain fairly niche, with market sizes of EUR 24 and 22m respectively; 
though the latter is the fastest growing segment, with a historical growth rate of close to 11% 
and forecast growth of just under 7% (Figure 5-10). 

 
 
Singapore – MARKET ENTRY HANDBOOK 

Figure 5-10: Evolution and forecast of the dairy market in Singapore, 2019-2029; retail 
value, EUR million 

Source: Euromonitor International: Packaged Food, 2024. 

Consumers 

The dairy market in Singapore is constrained by two key factors: its limited traditional use in 
the country; and the high levels of lactose intolerance in the population. It is estimated that 
some 90% of Singaporean Chinese (who themselves make up around ¾ of the population) 
are lactose intolerant. The stronger consumers of dairy therefore tend to come from cultures 
with a stronger historical use of milk, as well as lower levels of lactose intolerance; this most 
notably  includes  the  Indian  and  white  Caucasian  ethnicities.  Nonetheless,  against  the 
background  of  lactose  intolerance  set  out  above,  there  is  an  important  and  growing  niche 
market for plant-based dairy products in Singapore, which can of course be consumed by a 
wider  range  of  consumers.  As seen in  the  previous  section,  this  market  is  now  worth  EUR 
22m, with the vast majority of it (over EUR 20m) being accounted for by plant-based milk. 

Further notable specificities of consumers are presented on a product-by-product basis below: 

•  Milk is not part of the traditional Singaporean culture/diet. Until recently, only roughly 
half  of  the  population  consumed  milk  in  some  form,  though  the  combination  of  its 
incorporation in other food and beverages (see next section) and the rise in popularity 
of plant-based alternatives is somewhat widening the consumer base. As with dairy 
more  broadly,  high  consumption  is  more  associated  with  Western  diets  and  this  is 
reflected among the consumers who drink milk in larger volumes. 

•  Cheese: there is not a particularly strong tradition of cheese use, and this alongside 
the historical importance of children as a consumer group skews the market towards 
processed and spreadable cheeses. Just over 40% of the cheese market by value is 
for processed cheese, with a further 15% spreadable, leaving 40-45% roughly equally 
split between soft and hard unprocessed cheeses. However, with birth rates very low 
and the population aging, the child consumer is losing relative importance, with adult 
consumers  replacing  them.  This  most  notably  is  creating  greater  demand  for 
unprocessed cheese, with the more affluent and discerning a key consumer group for 
this type of cheese. More affluent Millennials and the expatriate community stand out 
as two notable sub-groups of this broader consumer group. 

 
 
Singapore – MARKET ENTRY HANDBOOK 

•  Yoghurt:  the  consumer  group  is  broad.  Firstly,  with  the  fermentation  process  in 
drinking  yoghurt  digesting  most  of  the  lactose,  the  category  is  consumable  by  a 
broader consumer base than many other dairy categories; and this indeed is reflected 
in  the  sizeable  yoghurt  market.  Secondly,  yoghurt  consumption  spans  ages  and 
consumer  segments;  while some  yoghurts,  particularly small  format  drinkable ones, 
are popular with children (who do form a key consumer group), the category as a whole 
is also popular with adults – health-conscious ones in particular. 

•  Butter: the product accounts for over 70% of the butter and spreads segment by value 
(around  half  by  volume),  with margarine  accounting  for the  remainder.  Butter  is  not 
strongly  integrated  into  the  everyday  diet;  and  as  a  result,  food  service  tends to  be 
important for butter consumption, with this channel in turn determining to a large extent 
the consumers of butter. Nonetheless, there are groups of consumers  – particularly 
home  bakers  –  who  also  use  the  product  at  home.  The  perceived  relative  health 
credentials  of  butter  also  make  the  product  increasingly  popular  among  some 
Millennials and young families. 

•  Other  dairy.  The  market  for  other  dairy  products  is  split,  in  value  terms,  mainly 
between cream (about 35%), evaporated milk and condensed milk (each around 25%), 
with coffee whiteners accounting for the balance. Consumers of these products tend 
to skew  slightly  older,  and  indeed younger  generations  are more  likely  to substitute 
them with other dairy categories for health reasons. That said, there is a niche among 
single person and small household consumers that shows interest in the single serving 
categories  (primarily  of  coffee  whiteners,  but  also  of  cream)  for  reasons  of 
convenience. Food service is also important for the other dairy category. 

•  Plant-based  dairy.  Consumers  of  this  category  are  more  likely  to  be  either  health 
orientated,  or  flexitarian.  That  said,  the  longer  history  of  certain  plant  based  dairy 
products  such  as  soy  milk,  combined  with  lactose  intolerance  does  mean  that  the 
consumer  base  is  ultimately  quite  wide.  The  category  is  dominated  by  plant-based 
milk,  with  these  products  having  proven  particularly  popular  in  certain  food  service 
channels such as coffee shops. 

Drivers and method of consumption 

Milk  is  commonly  consumed  alone,  and  indeed  this  skews  the  market  towards  fresh  milk 
rather than shelf-stable. Indeed, fresh milk accounts for around 75% of cow milk retail sales 
by volume (the overall share is slightly lower, around 60% of volume, due to the popularity of 
shelf-stable milk in food service). There is also a sizeable but shrinking niche of flavoured milk 
products which target children for consumption on its own. Other consumption methods for 
milk include: with cereal; and in certain drinks (primarily hot drinks such as coffee and tea, but 
also in prepared beverages – most notably of all, bubble tea). While the food service market 
is sizeable, overall milk is most commonly consumed at home. 

As noted above, the overall market is mainly accounted for by processed cheese, with children 
historically being an important driver of this. Western cuisine on the other hand has been a 
key  driver  for  unprocessed  cheese  use,  with  mozzarella  particularly  popular  among  soft 
cheeses  (it  accounts  for  40%  of  all  soft  cheese  sales);  while  parmesan,  Emmentaler  and 
cheddar are popular among hard cheeses (they each account for around 15% of hard cheese 
sales). However, as will be seen below, new trends in use cases are creating a wider range 
of drivers. Overall, food service is an important driver of cheese consumption, with pizza and 
burger outlets standing out in particular; though quality unprocessed cheeses are also popular 
in  certain  high  end  specialised  food  service  outlets;  Italian  ones  in  particular.  Indeed,  food 
service accounts for just under 2/3 of overall unprocessed cheese sales by volume. 

Yoghurt is still most commonly consumed as a standalone beverage or as part of a prepared 
beverage, as reflected by the importance of drinking yoghurt products for the wider market 

 
Singapore – MARKET ENTRY HANDBOOK 

(they account for over 50% of yoghurt sales by value). However, yoghurt is also increasingly 
used  in  other  ways  such  as  desserts,  salads,  and  other  savoury  dishes.  The  product’s 
perceived  healthiness  has  been  an  important  driver  in  its  growing  popularity  and  widening 
range of consumption methods; most notably its increasing usage in desserts. Greek yoghurt 
in particular is increasingly consumed by adults as a breakfast meal or snack during the day. 

While butter has been traditionally consumed mainly through food service channels (which 
account for around 2/3 of sales by volume) and/or as a spread, it is increasingly being used 
inside the home for a variety of purposes including e.g. baking, sauteing and increasingly as 
a functional fat for keto and paleo cooking. 

Consumption  of  other  dairy  products  is  driven  by  a  combination  of  their  traditional  use  in 
certain beverages such as kopi (local coffee) and teh (local tea); as well as in dessert stalls 
and  cafes.  Overall,  food  service  remains  a  key  driver  and  consumer  of  the  other  dairy 
category.45 

Plant  based  dairy  products  are  dominated  by  soy  milk,  which  has  a  long  history  in  the 
country, though other types of milk have gained traction in recent years. Soy milk is commonly 
used as a breakfast staple; as a snack; or in the preparation of other beverages.  

Purchase criteria 

Singaporean consumers have been shown to be more open to trying new food products or 
brands in recent years, and one segment where this stands out in particular is dairy; meaning 
that  brand  loyalty  is  less  of  a  consideration  than  it  previously  was.  Looking  at  specific 
segments: 

Milk: as seen in the previous section, there is an overall preference for fresh milk over shelf 
stable/UHT; this is driven by a combination of health consciousness, nutrition value and the 
very high level of fridge ownership in Singapore. Shelf stable is more likely to be purchased 
either as a backup option, by price sensitive consumers, or by food service industries. Overall, 
there is a preference for whole milk over skimmed or low-fat varieties. In view of the above, 
the market for powdered milk is both small and further shrinking. Nutrition is an increasingly 
important purchase criterion for consumers, as witnessed by the functional milk trend which is 
further discussed in the next section. 

Cheese:  criteria  vary  somewhat  by  cheese  type.  The  processed  cheese  segment  is  more 
likely to be price sensitive, and for children, other factors such as format play a role. Similar is 
true for the pre-grated and pre-shredded segments, which are more likely to be used in food 
preparation.  The  unprocessed segment  on the  other  hand tends to be  less  price  sensitive. 
Indeed, at the high end of this segment, there is some brand loyalty, plus consumers tend to 
pay more attention to origin and taste (as well as increasingly the variety / its novelty).  

Yoghurt:  overall,  flavoured  yoghurt  is  preferred  to  plain,  with  flavour  preferences  varying 
somewhat by consumer group. Young children tend to prefer sweet flavours, while adults tend 
to be split between vanilla and fruit flavours. Added chunks of fruit or other ingredients are an 
attraction for some consumers. Due to the combination of high refrigerator ownership and the 
hot and humid climate, ambient yoghurts are largely shunned with chilled products preferred. 
Some consumers are attracted specifically by the health-related credentials of certain yoghurt 
products, whether it be regarding e.g. the absence of sugar or the presence of probiotics. 

Butter: while the brand has historically been a consideration in the cases consumers purchase 
butter in retail outlets, it is beginning to lose importance. Most notably the increased usage of 
butter  in  home  baking  has  somewhat  diminished  the  importance  of  brand,  with  consumers 

45 
_a_study_of_milk_consumption_patterns_in_singapore.pdf ; Euromonitor International: Packaged Food, 2024 

https://www.eco-business.com/media/uploads/magazine/milk_perceptions_-

 
 
Singapore – MARKET ENTRY HANDBOOK 

ready to accept alternatives given that butter is just one ingredient in the wider baking process. 
Price, on the other hand, is increasingly becoming a factor that butter consumers pay attention 
to (whether absolute price, or special offers). The format does play a role to an extent, with 
certain consumers who use butter on bread, more likely to favour novel formats such as tubes. 
Nonetheless,  the  importance  of  the  food  service  channel  for  distribution,  which  effectively 
bypasses consumer purchase criteria, should be borne in mind.46 

Other  dairy:  it  is  important  to  remember  that  the  food  service  industry  is  an  important 
consumer of other dairy products. Whether destined for consumers through retail channels, 
or for food service channels, price tends to be an important consideration for the category as 
a whole. There is also a fairly high level of brand loyalty, with four brands sharing 50% of the 
other dairy market, and the brands often dominating specific niches within the segment. 

Dairy products on retailers’ shelves in Singapore 

Indicative retail prices for cheese and butter are: 

•  Economy: under SGD 12 (EUR 8) per 500g 

•  Mid-range: SGD 12 to 20 (EUR 8 to 13.40) per 500g 

•  Premium: SGD 20 to 30 (EUR 13.40 to 20) per 500g 

•  Super premium: above SGD 30 (EUR 20) per 500g 

For yoghurt products, economy products tend to retail at around SGD 2 (EUR 1.35) per 
200g, with mid-range products around SGD 5 (EUR 3.30) per 200g and premium products 
above that. 

Below: part of the yoghurt section of a modern retailer, also demonstrating the use of price 
promotion. 

90 to 95% of dairy products on sale are imported. Products tend to be organised firstly by 
product category, and then by type within the category. In the case of cheese, this may be 

46  https://www.businesstimes.com.sg/consumer/brand-disloyalty-the-new-normal-for-singapore-consumers-nielsen-survey 
Euromonitor International: Packaged Food, 2024 

; 

 
 
 
Singapore – MARKET ENTRY HANDBOOK 

an organisation by type of cheese (e.g. hard, cheddar etc) or by country of origin; depending 
on the retailer. 

Above and below: general cheese sections of different retailers. 

Dairy  products  in Singapore are sold almost  exclusively  as prepacked goods,  with  loose 
products not commonly sold. For butter, products normally come in formats of between 200 
and 250g (i.e. 200g, 227g or 250g) with aluminium foil used for packaging. Some products 
can be found in larger formats of between 375g and 500g. 

 
 
 
Singapore – MARKET ENTRY HANDBOOK 

Above: range of butter products, all imported. 227g and 250g formats. 

Formats and packaging for cheese vary substantially. Overall, 200g is probably the most 
popular format; though the smaller 100 / 125 / 150g format is also common for some upper 
mid-range and premium products; and larger formats of 250g, 300g, 400g or more can also 
be found for some products; particularly for those targeting families. Flexible plastic remains 
the  most  common  packaging  material  overall;  with  larger  packs  in  particular  likely  to  be 
resealable, and premium products more likely to use vacuum sealing to ensure freshness. 
The market for unprocessed cheese products as a whole does skew somewhat away from 
the economy and towards the premium end. 

 
 
Singapore – MARKET ENTRY HANDBOOK 

Above and below: premium cheese displays in two different retailers. Products are either 
pre-packaged or portioned and packaged. 

Yoghurt products commonly come in formats of between 100 and 200g; while milk is most 
commonly found in packages of 900ml or 1 litre; though other formats also exist. It is not 
uncommon to find organic indications on milk products. 

 
 
 
Singapore – MARKET ENTRY HANDBOOK 

Compared  to  other  categories,  price  promotion  for  some  dairy  products  is  relatively 
common;  with  methods  such  as  buy  two  get  one  free,  special  offer  prices  and  price 
discounts being used. In-store tastings, while less frequent for dairy than for e.g. alcoholic 
beverages,  are  sometimes  used  during  festive  periods  to  promote  premium  cheeses  or 
butters, especially in upscale supermarket chains. 

Below: unprocessed cheese being displayed alongside wine and with an information panel 
that includes pairing recommendations. 

Pictures: © Agra CEAS / Euromonitor International, 2025. 

Recent market trends 

There  has  been  some  interest  in  functional  products  in  the  milk  segment.  These  most 
commonly feature fortification with multiple vitamins and minerals, though  there have  been 
products which include plant sterols and collagen as well. The other big area of late, which is 
forecast  to  continue  to  pressure  the  milk  market,  is  the  growth  in  popularity  of  plant-based 
milks; particularly in food service channels. There is also a crossover between these two major 
trends, with some products in the plant-based milk area also featuring fortification. The two 
more  niche  categories  of  powdered  milk  and  flavoured  milk  are  expected  to  continue  to 
contract going forwards. 

There  have been  various  different trends in the cheese  market  of  late, with corresponding 
impacts on demand for different types and methods of consumption: 

•  Bakeries and baked goods have been at the forefront of trends in the food service 
sector. Two notable examples stand out. Firstly, there has been a high level of interest 
in Korean artisanal bakeries and baked goods; with products often using cream cheese 
to  a  notable  extent.  Secondly,  one  café  (Queic  by Olivia)  became  highly  popular  in 
2024 due to its signature cheesecake which used a combination of cream cheese and 
blue cheese. 

•  Snacking,  while  historically  a  consumption  method  which  is  popular  for  children, 
shows  signs  of  becoming  more  popular  with  adults  as  well.  Some  products  are 
orientating themselves towards usage as a snack to accompany drinks such as beer; 
as well as obviously pairing with wine. 

•  Trying to take advantage of the wider health trend, some brands have offered healthier 
options (often using descriptions such as “light” or “high protein”). This trend has been 
more visible in the segment of soft cheeses; and it is also providing some tailwinds for 
unprocessed cheeses at the expense of processed cheeses. 

 
 
Singapore – MARKET ENTRY HANDBOOK 

•  There is a wider sophistication trend in the market, with increased interest in different 
types of unprocessed cheese – both hard and soft. This is reflected by the increased 
range  of  products  offered  by  various  supermarkets,  as  well  as  by  certain  specialist 
cheese mongers. Some of these, such as The Cheese Deli and The Cheese Ark have 
been utilising this curiosity to offer consumers the chance to taste different types of 
artisanal cheese, including types of cheese which have traditionally struggled more in 
Singapore such as goat’s cheese and blue cheese; as well as suggest new recipes 
using lesser-known cheeses. While this trend primarily benefits EU cheeses, some US 
artisanal cheesemakers have managed to make inroads on the back of this trend. 

The expansion of use cases in the food service channel has been an important tailwind for the 
yoghurt market and is likely to remain so in the coming years. While the product is being used 
in  increasingly  versatile  ways  in  this  channel,  its  usage  is  particularly  common  in  yoghurt-
based smoothies and dessert bowls topped with yoghurt. These are increasingly offered in 
smoothie bars, other beverage-focused outlets, and to a lesser extent, dine-in cafés. Greek-
style  yoghurt  has  rapidly  increased  in  popularity  in  recent  years,  with  the  product  mainly 
targeting  a  higher  end  segment.  Flavoured  versions  with  fruit,  honey  and  vanilla  have 
benefitted  in  particular  over  recent  years.  Indeed,  there  is  increasing  interest  in  flavour 
innovation, as well as growing demand for premium products, with more novel flavours such 
as  blueberry-almond  and  lavender-honey  demonstrating  this.  These  are  trends  which  EU 
producers  may  be  well  positioned  to take  advantage  of  if  they  can  overcome  the  logistical 
challenge  of  maintaining  product  freshness  over  the  long  geographical  distance.  Finally,  in 
view of the aging population, there are signs of increased focus of marketing messages on 
the elderly, with connections to digestion or immunity becoming more common. 

While the market for butter is forecast to grow in value terms, it is under pressure in volume 
terms. That said, the pressure is not coming from margarine – which is in fact under greater 
pressure than butter – but rather from a combination of factors. The peak in the home baking 
trend seems to have passed, and while this usage method remains notable, it is unlikely to 
offer growth. In parallel, there is increasing interest in adjacent categories – often with positive 
perceptions of healthiness, such as nut and seed butters. Some producers have been trying 
to tackle this threat by: trying to market their products from a “better for you” point of view; 
emphasising the natural aspect of butter e.g. through highlighting traditional churning, minimal 
ingredients, and natural sourcing; as well as by introducing novel formats (and indeed flavours 
such as herb or truffle in some cases, though success with flavour innovation has been quite 
limited).  There  have  also  been  some  movements  in  terms  of  format,  with  squeezable  and 
individual  sachet  formats  offered  to  encourage  more  convenient  /  on-the-go  consumption. 
While the retail market is somewhat under pressure, the food service market is expected to 
hold up quite well due to the wide and further increasing range of use cases for butter.  

The other dairy market has been under some pressure of late as a result of both the wider 
health  trend,  and  Singapore’s  Health  Promotion  Board’s  efforts  to  promote  lower  sugar 
beverages.  This  has,  to  a  very  limited  extent,  benefitted  plant-based  alternatives. 
Nonetheless, the use of other dairy products for certain drinks in Singapore remains heavily 
ingrained.  

With the plant-based dairy segment growing quickly, the range of products and number of 
producers has also been rapidly increasing. As well as different types of milk, some producers 
have  offered  soy  milk  in  combination  with  another  ingredient  (e.g.  sweet  potato  or  black 
sesame seeds). Indeed, the competitive landscape has been ramping up with an increasing 
number of actors entering the non-dairy milk space in particular. The foodservice channel has 
shown increasing interest in the adoption of plant-based milks, and this trend is expected to 
continue in coming years; for example, one coffee chain, Flash Coffee, had made oat milk the 
default option for all milk-based beverages it offered before slowing operations in the country. 
There  are  also  some  initial  signs  of  interest  in  plant-based  yoghurts  in food  service.  Plant-
based cheese is likely to remain a niche; though there is some domestic innovation in the area 

 
Singapore – MARKET ENTRY HANDBOOK 

from collaborations such as Agrocorp and the Singapore Institute of Technology; as well as 
smaller local startups. 

5.3.3 Offer 

Domestic production 

Production of fresh milk in Singapore is very limited given the shortage of land. There are a 
handful of dairy farms in the country, with the most notable one being Dairyfolks. However, 
there is a notable dairy processing industry which imports raw milk / dairy ingredients as well 
as processed dairy products; with these intended for a combination of domestic consumption 
and  re-exportation.  Malaysia  Dairy  Industries  Pte  Ltd  is  an  important  example  in this  area. 
Contrary to its name, is actually a local company that is a joint venture between local partners 
and the Australian Dairy Produce Board; with the company having operated in Singapore since 
1963 and being the owner of brands such as Marigold and Vitagen. Other examples, which 
tend to be active in active in various food segments including dairy, are F&N Foods and SMC 
Food 21.47  

Against  the  background  of  the  strong  and  further  expanding  dairy  processing  industry  but 
limited fresh milk production, it is unsurprising that there is the need to import raw ingredients 
for dairy processing. Whey, milk protein concentrates, anhydrous milk fat, cheese powders, 
and organic milk powders stand out in particular as in-demand ingredients. While a lot of this 
goes into domestically produced milk and yoghurt products, there is also substantial demand 
from  the  infant  and  medical  nutrition  manufacturing  industries,  for  which  Singapore  is  a 
regional production hub. 

Looking at different segments, notable companies active on the market are: 

•  Drinking milk: Crown Pacific Beverage (distributor of the Meiji brand), F&N Foods and 

Malaysia Dairy Industries (around 2/3 of the market combined). 

•  Yoghurt: Yakult and Malaysia Dairy Industries (just under half the market combined). 

•  Butter and spreads: Auric Pacific Group and Goodman Fielder (just under half the 

market combined). 

•  Cheese: Fonterra, Kraft and Lactalis (just under half the market combined). 

•  Other  dairy:  F&N  Foods,  Nestlé  Singapore  and  Malaysia  Dairy  Industries  (around 

60% of the market combined). 

Imports and exports 

Singapore is a net importer of all dairy product categories; though with a particularly strong 
level  of  imports  of  milk  and  cream  (whether  concentrated  /  sweetened  or  not);  with  these 
categories accounting for around half of imports in 2024 (previously as  high as 60 %). The 
level of net imports has fallen back over the last two years after peaking in 2022 (Figure 5-11).  

47 Singapore Dairy Market Overview - https://dairynews.today/milkypedia/country/sg/  

 
 
Singapore – MARKET ENTRY HANDBOOK 

Figure 5-11: Trade balance (net imports and exports) of dairy in Singapore, 2020-24; 
EUR million 

n
o

i
l
l
i

m
R
U
E
e
c
n
a
a
b
e
d
a
r
T

l

I m p o r t s

800

700

600

500

400

300

200

100

0

Cheese (0406)

Butter and other dairy spreads
(0405)

Whey / natural milk
constituents (0404)

Buttermilk / curdled milk and
cream / yoghurt (0403)

Milk / cream sweetened /
concentrated (0402)

Milk / cream unsweetened /
unconcentrated (0401)

2020

2021

2022
E x p o r t s

2023

2024

Source: Trade Map, International Trade Centre - https://www.trademap.org/  

CN codes in brackets. 

In  terms  of  origins,  while  there  are  some  countries  which  are  important  across  product 
categories (Australia and New Zealand above all), there are also nuances by product (Figure 
5-12): 

•  Unsweetened / unconcentrated milk and cream: Thailand accounts for around 30% 
of imports and Australia a further 20%. The EU combined accounts for EUR 22m of 
imports, led by France and Denmark. 

•  Sweetened / concentrated milk and cream: New Zealand dominates, accounting for 
over  half  of  imports;  followed  distantly  by  Australia.  The  EU  combined  accounts  for 
almost EUR 50m of imports; the Netherlands being the clear EU leader, followed by 
Ireland. 

•  Buttermilk:  at  EUR  25m,  Australia  accounts  for  just  under  half  of  imports.  The  EU 
combined accounts for EUR 6.6m of imports; Finland leading this with just under EUR 
2m.  

•  Whey:  New  Zealand  leads,  followed  by  the  US,  Australia  and  then  Denmark  (EUR 
5m).  The  EU  combined  accounts  for  a  substantial  part  of  the  remainder  (EUR  12m 
combined),  with  this  spread  across  various  countries  including  Germany,  Ireland, 
France and Poland. 

•  Butter:  while  New  Zealand  is  the  clear  leader  with  EUR  38m  of  exports,  the 
Netherlands (EUR 15m) is in second place; France (EUR 10m) in fourth place; and 
Denmark (EUR 9.3m) in fifth place. The rest of the EU combined accounts for EUR 
3.6m. 

•  Cheese: Australia (EUR 31m) and New Zealand (EUR 15m) are the leading origins; 
followed by Italy (EUR 10m) and France (EUR 9.2m). The rest of the EU combined 
accounts  for  EUR  20m,  with  Denmark  (EUR  8.2m),  Germany  and  the  Netherlands 
(each EUR 3.4m) representing the majority of this.  

 
 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

Figure 5-12: Singaporean imports of different dairy categories by country, 2020-24; EUR million 

0401 Milk/cream unsweetened/concentrated 

0402 Milk/cream sweetened/concentrated 

160

140

120

100

80

60

40

20

0
2020

2021

2022

2023

2024

n
o

i
l
l
i

m
R
U
E
e
u
a
V

l

500

400

300

200

100

0
2020

2021

2022

2023

2024

Thailand

Australia

New Zealand

The EU

Rest of the world

New Zealand

Australia

The EU

Rest of the world

0403 Buttermilk / curdled milk and cream / yoghurt  

0404 Whey/natural milk constituents 

n
o

i
l
l
i

m
R
U
E
e
u
a
V

l

n
o

i
l
l
i

m
R
U
E
e
u
a
V

l

70

60

50

40

30

20

10

0
2020

2021

2022

2023

2024

Australia

Switzerland

Thailand

The EU

Rest of the world

150

100

50

n
o

i
l
l
i

m
R
U
E
e
u
a
V

l

0
2020

New Zealand
Denmark

2021

2022

2023

2024

United States of America
Rest of the EU

Australia
Rest of the world

 
 
 
 
 
 
 
 
 
 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

0405 Butter/dairy spreads/ 

0406 Cheese 

120

100

80

60

40

20

0
2020

2021

2022

2023

2024

n
o

i
l
l
i

m
R
U
E
e
u
a
V

l

140

120

100

80

60

40

20

0
2020

2021

2022

2023

2024

n
o

i
l
l
i

m
R
U
E
e
u
a
V

l

New Zealand

Netherlands

Australia

France

Denmark

Rest of the EU

Rest of the world

Australia

France

New Zealand

Italy

Rest of the EU

Rest of the world

Source: Trade Map, International Trade Centre - https://www.trademap.org/  

CN codes in brackets.

 
 
 
 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

EU GI products 

Various  EU  GIs for  dairy  products (cheeses)  were  listed for  protection  under  the  EUSFTA, 
though  not  all  of  these  have  currently  completed  registration.  GIs  which  have  completed 
registration at the time of writing include: 

•  Danablu (Denmark) 

•  Queso Manchego (Spain) 

•  Camembert de Normandie, Brie de Meaux, Reblochon, Roquefort (France) 

•  Asiago, Fontina, Gorgonzola, Grana Padano (Italy) 

•  Queijo S. Jorge (Portugal) 

Main competitors 

While there is very limited production of fresh milk in Singapore, there is significant processing 
for  dairy  products.  This  results  in  a  situation  where  key  competitors  are  a  combination  of 
Singapore-based dairy processors and companies based in other countries. With regards to 
the latter, Australia and New Zealand are the key overarching country competitors (with New 
Zealand’s Fonterra the leader in the cheese market for example); plus, other countries such 
as Malaysia also notable competitors in certain cases. With regards to local dairy processors 
(or multinationals with local operations), Malaysia Dairies and F&N Foods are key competitors 
across multiple segments. Other notable players include: Meiji brand distributor Crown Pacific 
Beverage  (drinking  milk);  plus  Auric  Pacific  Group  and  Goodman  Fielder  (both 
butter/spreads). 

5.3.4 Specific market entry requirements 

Market Access and Entry  

The customs procedures for importing foodstuffs are set out in section 4.2.1. A full list of the 
general  documentary  requirements  for  export  is  set  out  in  Table  4-1,  along  with  specific 
requirements by product category in Table 4-2. Requirements notably include: a registration 
of  importers  of  processed  food  products  and  food  appliances;  and  a  veterinary  health 
certificate for animal products.  

As set out in section 4.2, dairy products in Singapore fall into the category of processed foods; 
and  as  such  must  comply  with  the  Sale  of  food  act.  Singapore  does  not  require  country 
approval before the export dairy products. 

In terms of tariffs, currently European dairy products do not face tariffs. 

Detailed information on import duties and Rules of Origin and customs procedures can be 
consulted on the European Commission website: 

Main page – select product, country of origin and destination country: 

https://trade.ec.europa.eu/access-to-markets/en/home 

Example link – general cheese category (0406) from France to Singapore 

https://trade.ec.europa.eu/access-to-markets/en/search?product=0406&origin=FR&destination=SG  

 
Singapore – MARKET ENTRY HANDBOOK 

Standards, SPS measures 

Nos 93 to 125 of the Food Regulations contain definitions of and standards for dairy products. 
(e.g. Ultra-heat treated milk or U.H.T. milk shall be milk which has been subjected to heat 
treatment  by  being retained at  a temperature  of not  less  than  135°C  for a minimum  of  two 
seconds and immediately aseptically packed in sterile containers). These can be consulted to 
confirm products adhere to these definitions and if there are any additional requirements. 

Labelling  

Prepacked dairy products must comply with generic labelling requirements set out in the Food 
Regulations, which were described in section 4.2.3. As noted above, these Food Regulations 
contain definitions of various dairy products. Most fresh dairy products require date marking 
(as also set out in section 4.2.3); and according to No 109 the font size requirements for the 
labelling specifically of milk are greater than for other products (generally minimum 3mm-6mm 
height). 

5.3.5 Distribution  

Distribution of dairy products as a whole is dominated by supermarkets (66%). Hypermarkets 
(14%)  are  a  further  important  channel.  Distribution  through  traditional  retailers  as  well  as 
through convenience stores is limited. E-commerce has been gaining in popularity and now 
accounts for 4%, though among non-store retailing channels it still lags direct selling (Figure 
5-13). Looking at some nuances by dairy product: 

•  Cheese, butter - supermarkets have an even greater importance for these products 
(almost  75%),  with  hypermarkets  accounting  for  the  bulk  of  the  remainder.  E-
commerce is less popular for these categories. While supermarkets have been greatly 
expanding their ranges of gourmet cheeses, there are also dedicated cheese mongers 
such  as  The  Cheese  Deli,  The  Cheese  Ark,  Cheese  Club  Singapore  (online  shop); 
plus, restaurant/gourmet store crossovers such as LPB Market / Bistro and So France 
which all play a notable role in this niche. 

Nonetheless,  it  is  important  to  note  that  2/3  of  butter  and  unprocessed  cheese  by 
volume actually passes through food service channels, with only 1/3 passing through 
retail. While the shares passing through food service show a slightly downward trend 
over recent years, they remain a majority.  

•  Milk,  other  dairy  products–  supermarkets  similarly  dominate,  accounting  for  over 
70% of sales, with the bulk of the remainder through other modern retail channels. 

•  Yoghurt – distribution is much more fragmented. Supermarkets account for just over 
50% of sales; with hypermarkets, convenience stores, small local grocers and direct 
selling sharing the bulk of the remainder (the latter is particularly important at around 
15%, while the other mentioned channels each account for around 10%).  

 
Singapore – MARKET ENTRY HANDBOOK 

Figure 5-13: Distribution channel overview of dairy in Singapore (2024); all dairy 
products; retail value 

Source: Euromonitor International: Packaged Food, 2024. 

5.3.6 Challenges for EU products 

While  there  is  minimal  fresh  milk  production,  there  is  considerable  dairy  processing  in  the 
country,  resulting  in  notable  domestic  competition.  Furthermore,  nearby  Australia  and  New 
Zealand are key import origins across multiple categories; Fonterra for example has a leading 
position in the cheese market. The long shipping times from the EU to Singapore compared 
to the above two countries are a challenge for EU exporters, particularly in categories such as 
drinking milk (which slants strongly towards the fresh market) and yoghurts. Retail sales of 
butter have been under pressure in volume terms from alternative non-margarine products, 
with  the  product  seemingly  no  longer  able  to  benefit  substantially  from  the  perception  of  it 
being a healthy alternative. Finally, the lack of tradition of dairy consumption coupled with a 
high level of lactose intolerance place some brakes on the market as a whole. 

 
 
Singapore – MARKET ENTRY HANDBOOK 

Market Takeaway: Dairy 

Consumption:  Drinking  milk  is  the  most popular  category, followed by  yoghurt /  sour  milk products. 
Limited historical consumption, though the consumption is growing well and interest increasing in a 
range of products.  

Competition: Varies a bit by product, but in general popular local dairy processors and imports from 
Australia and New Zealand. 

Distribution: Supermarkets are a key overall channel. Non store retailing is popular for yoghurt. Food 
service  is  important  for  cheese,  with  an  increasing  range  of  specialised  retail  outlets  and  food 
service/retail crossovers for unprocessed cheese. 

Challenges:  The  market  is  quite  competitive.  Distance  to  Singapore  may  pose  challenges  for  fresh 
products when compared to other, closer by competitors. 

Opportunities: lack of domestic milk production provides across the board opportunities to some extent. 
Good growth in the yoghurt and unprocessed cheese markets, with increasing interest in a range of 
products in the case of the latter. 

 
 
 
Singapore – MARKET ENTRY HANDBOOK 

5.4  Wine 

5.4.1 SWOT analysis 

STRENGTHS (+) 

WEAKNESSES (-) 

▪  The  market  for  wines  continues  to  expand 
and Singapore is one of the larger markets 
for wine within Southeast Asia. 

▪  High  level  of  varied  demand  in  such  a 
demographically  small  market,  with  many 
wine-educated and affluent consumers. 

▪  The  market  overall  skews  away 

from 
economy  products  and  towards  premium 
ones. 

▪  Younger  consumers  are 

drawn 
products. 

to  New  World 

increasingly 
(non-EU)  wine 

▪  The  tax  regime  disproportionately  taxes 
wines with a higher alcohol content, which 
impacts certain EU wines, such as some full-
bodied red wines. 

▪  Continuous preference for beer and spirits 

in the market. 

OPPORTUNITIES (+) 

THREATS (-) 

▪  Australia, New Zealand, Chile, and the US 
wines are also significant in the market. 

▪  Singapore’s 

periodically 
government 
updates alcohol regulations, taxation, and 
advertising rules, which could impact wine 
sales  strategies  and  pricing  structures, 
including those of EU producers. 

▪  The  demand  for  prestige  and  collectible 
wines 
(e.g.,  Bordeaux  Grand  Crus, 
Burgundy  Premier  Crus,  Champagne) 
remains  strong  among  the  affluent  and 
connoisseurs. 

▪  Sparkling  wine  has  grown  rapidly,  with 
Prosecco a particular beneficiary. Increasing 
interest in white varieties as well. 

▪  Singapore’s  status  as  an  important  re-
export hub for wine means it can open the 
way not just to the domestic market but to the 
broader region. 

5.4.2 Consumption 

Evolution of consumption 

The  market  for  wine  in  Singapore  continues  to  rapidly  expand,  as  all  major  wine  product 
categories recorded a CAGR of 6% plus during the period between 2018 and 2023. Still red 
wine is the largest wine product category currently by total value at a value of EUR 311 million, 
just over double the market value for sparkling wine, which is the second largest wine product 
category by total value at a total value of EUR 154 million. White wine follows closely at a total 
value of EUR 111 million. The market is anticipated to continue growing by total value, with 
red  wine  predicted to grow  by a CAGR  of  4.7%  up  until  2028,  which will  see  it  remain the 
largest  wine  category  by  total  value  in  the  country.  Sparkling  wine  is  set  to  be  the  fastest-
growing  wine  category,  however,  with  a  total  CAGR  of  7.2%  anticipated.  Other  wines  are 
generally expected to grow by between 4-6% during the period up to 2028 (Figure 5-14). 

 
 
Singapore – MARKET ENTRY HANDBOOK 

Figure 5-14: Evolution and forecast of wine market in Singapore, 2018-2028; total 
value EUR million 

Source: Euromonitor International: Alcoholic Drinks, 2024. 

Consumers 

Singaporeans  in  general  have  grown  more  accustomed  to  the  consumption  of  wine  over 
recent  years;  indeed,  the  overall  market  value  of  EUR  618  million  is  substantial  given  the 
roughly  6 million  consumer  base  of  the  country).  For  context,  the  market  value  for  wine  in 
Vietnam (population over 100 million) is currently around EUR 360 million. Singapore’s affluent 
consumer base which weights the market towards premium products with higher unit values 
is  a  notable  factor  in  this  as  reflected  by  the  total  volume  of  wine  sales  in  Vietnam  being 
recorded  at  17.4  million  litres48  while  in  Singapore  this  figure  is  around  10  million  litres. 
Singapore, therefore, is one of the major markets for wine in the region currently, even if total 
growth across other regional markets is accelerating. Reasons for this include the adoption of 
certain Western consumption trends and the presence of major consumer groups such as:  

•  Affluent consumers and high-income professionals: This consumer group is often 
employed within the large service sector of Singapore and has amongst the highest 
income  per  capita  both  regionally  and  globally.  As  a  result,  this  consumer  group  is 
more  likely  to  seek  out  premium  products  that  are  further  associated  with 
sophistication, such as wine with imported wines from the EU (particularly from France, 
with French wines being highly regarded in the country). 

•  Young  urban  professionals  and  Millennials:  Young  urban  professionals  and 
millennial consumers in Singapore represent a growing and dynamic segment in the 
wine market, driven by lifestyle aspirations, social media influence, and a preference 
for experiential consumption. The consumption of wines during dinner meals or as an 
after-work activity is increasingly common amongst this consumer group; as is the use 
of  online  e-commerce  platforms  to  purchase  wines,  with  subscription  services 

https://www.globenewswire.com/news-release/2024/07/18/2915337/28124/en/Vietnam-Alcoholic-Beverages-Industry-
https://www.globenewswire.com/news-

48 
Research-Report-2024-2033, 
Wire, 
release/2024/07/18/2915337/28124/en/Vietnam-Alcoholic-Beverages-Industry-Research-Report-2024-2033-Featuring-
Heineken-Company-Saigon-Alcohol-Beer-Beverages-and-Carlsberg.html 

Available 

Global 

News 

at 

 
 
 
Singapore – MARKET ENTRY HANDBOOK 

becoming  increasingly  common  as  consumers  continue  to  increasingly  value 
convenience. 

•  Expatriates:  Singapore  is  home  to  a  large  community  of  primarily  high-earning 
expatriates from countries with a large wine-drinking culture, which includes European 
nations and also Australia and New Zealand. Consumers within this group will often 
prefer wines from their home nations or premium wines from France or Italy, as they 
hold a higher attachment to wine products compared to the average Singaporean. 

Drivers and method of consumption 

As mentioned above, Singapore is one of the larger markets for wine in the Southeast Asian 
region, which is driven by the normalisation of wine consumption in the country, as Western 
consumption  trends  have  influenced  alcohol  consumption,  and  the  large  expat  community 
continues to support wine value growth in the country. Consumption at home is more common 
for reasons of price; and the importance of gifting should not be underestimated. Indeed, wine 
is a common gift for occasions such as corporate functions, Christmas parties, and milestone 
celebrations; with high end wines in particular often chosen for these. These two factors are 
key drivers of the off-trade market, which accounts for the majority of sales by volume. 

Another  notable  driver  is  the  growing  interest  in  fine  dining  and  food  pairing  experiences, 
particularly  in  Michelin-starred  restaurants  and  high-end  Chinese  banquets  (Singapore  is 
home  to  over  50  Michelin-starred  restaurants).  This  has  also  boosted  wine  consumption, 
reinforcing  its  role  in  gourmet  culture,  which  is  common  in  Singapore.  Additionally,  the 
expansion of online wine retail, subscription services, and same-day delivery platforms has 
made  wine  more  accessible  to  younger  consumers,  who  often  prioritise  convenience, 
affordability, and variety. 49 

Many restaurants offer expertly curated wine-pairing menus, where wines are recommended 
to  enhance  the  flavours  of  dishes.  Popular  pairings  include  Bordeaux  reds  with  premium 
steaks,  Burgundy  Pinot Noirs  with duck,  and  Rieslings  with spicy  Asian  cuisine.  There has 
also been a notable rise in trendy wine bars in Singapore and rooftop bars, which often offer 
wine products to cater to the affluent consumer who tends to visit these outlets more regularly. 
Wine is also intrinsically associated with the business culture of Singapore, as the country is 
home to some of the largest conference centres in the region. Coupled with the large role of 
the services sector in the economy, wine is further elevated within the market. 

Purchase criteria 

As  noted  above,  many  Singaporeans  prefer  higher-quality  wines,  and  as  a  result  of  the 
generally high level of per capita income in the country, the price of high-quality wine is less 
of  a market  barrier  compared to  other  regional markets.  Brand  and/or region  recognition  is 
also crucial for certain consumers, with French Bordeaux and Burgundy wines being held in 
high  regard  in  the  country.  Quality  indicators,  such  as  wine  ratings,  expert  reviews,  and 
sommeliers' recommendations, strongly influence purchasing decisions, especially for those 
with  some  level  of  wine  education.  Country  of  origin  and  grape  variety  also  guide 
preferences—many traditional consumers opt for Old World wines like Bordeaux, Burgundy, 
and Barolo, while younger drinkers are more likely in general to explore New World wines. 
Indeed,  EU  wines  are  often  perceived  as  higher  quality,  and  emphasis  on  heritage, 
craftsmanship, and long-standing winemaking traditions can assist with strengthening this link 
for EU wines. 

49  Stock  Up  on  Bubbly,  Beer,  Wine  &  Liquor:  Alcohol  Delivery 
https://www.sassymamasg.com/alcohol-delivery-singapore-same-day-spirits-wine-beer/  

in  Singapore,  Sassy  Mama,  Available  at 

 
 
Singapore – MARKET ENTRY HANDBOOK 

Lastly,  emerging  trends  like  organic,  biodynamic,  and  low-intervention  wines  are  gaining 
traction among health-conscious and sustainability-focused buyers, reflecting a shift toward 
more  ethical  and  eco-friendly  consumption  choices,  which  is  a  criterion  that  has  grown  in 
importance across several agri-food product markets more broadly. 50 

Wine on retailers’ shelves in Singapore 

Approximate retail price ranges for wine are: 

•  Economy: under SGD 25 (EUR 16.75) per 750ml bottle 

•  Mid-range: SGD 25 to 50 (EUR 16.75 to 33.50) per 750ml bottle 

•  Premium: SGD 50 to 100 (EUR 33.50 to 67) per 750ml bottle 

•  Super-premium: above SGD 100 (EUR 67) per 750ml bottle 

All wine offered in Singapore is imported. Products are typically ordered by type (red, white, etc.) and 
then by country of origin; though in some cases grape varieties are used instead. 

Above: wines organised by country of origin. Below: wines organised by variety. 

. 

50 Euromonitor International: Alcoholic Beverages (2024); Meet 6 young and talented sommeliers from Singapore’s top wine bars 
and restaurants, Tatler, Available at https://www.tatlerasia.com/dining/drinks/young-sommeliers-in-singapore  

 
 
 
Singapore – MARKET ENTRY HANDBOOK 

In terms of packaging, 750ml glass bottles are, with few exceptions, the only format on offer. Smaller 
187ml, 300ml and larger 1.8 litre formats very much remain niches. 

Labelling and product placement on shelves tend to play important roles in Singapore. Products at 
eye and touch level consistently do better, though retailers tend to reserve these spaces for the best-
selling products. Attractive labels which highlight the uniqueness of a wine can play important roles. 
Back labels often are used to communicate more detail on the unique qualities and heritage which 
the front label starts communicating.  

 
 
Singapore – MARKET ENTRY HANDBOOK 

Above: two different types of feature stand for promoting products – stand with additional consumer 
information through a QR code (left): and temporary promotional stand (right). 

Different forms of promotion are common for wine in Singapore. In-store tasting is fairly common. 
Some retailers offer limited time promotions, e.g. highlighting certain products for a certain period of 
time – often offering price promotions on these in parallel. 

Pictures: © Agra CEAS / Euromonitor International, 2025. 

Recent market trends 

Some of the more major recent market trends that have influenced the Singaporean market 
for wine in recent years include: 

•  Premiumisation  and  growing  demand  for  luxury  wine:  Singapore’s  affluent 
consumer  base,  including  high-net-worth  individuals,  corporate  executives,  and 
collectors, has driven the premiumisation trend, where demand for high-end, rare, and 
investment-grade  wines  continues  to  rise.  Rare  and  vintage  wines  are  increasingly 
valued among the Singaporean consumer base; this, coupled with the rise of luxury 
wine  retail  stores,  private  wine  clubs,  and  professional  wine  storage  facilities,  has 
further supported this trend. There is indeed a connection of this trend to the next point 

 
 
 
Singapore – MARKET ENTRY HANDBOOK 

below; with some brokerages such as Wine Clique and Vinovest moving parts of the 
investment and premiumisation trend online.51 

•  E-Commerce  growth  and  digital  wine  purchasing:  Traditional  brick-and-mortar 
wine  shops  are  increasingly  complemented  by  e-commerce  platforms,  mobile  apps, 
and  direct-to-consumer  online  stores,  offering  greater  convenience,  wider  selection, 
and  competitive  pricing.  The  younger  demographic  in  particular  favours  digital 
convenience and subscription-based models, where curated monthly wine boxes allow 
them to explore new varieties without the intimidation of traditional wine retail settings. 
Examples of this include: WalaClub, Red Dot Wine Club and Wine Connection. This 
shift toward online purchasing is expected to grow further, especially with continued 
technological advancements and changing shopping habits in Singapore.  

•  Expansion of wine bars and casual drinking culture: The emergence of trendy wine 
bars,  rooftop  lounges,  and  gastropubs  has  encouraged  by-the-glass  consumption, 
making  wine  more  accessible  to  younger  professionals  and  casual  drinkers. 
Previously,  it  was  expected  to  purchase  a  full  bottle  within  an  on-service  outlet; 
however,  this  is  generally  no  longer  the  case.  Wine  is  also  increasingly  paired  with 
dishes that are served in food service outlets, such as Bordeaux red wine with certain 
red meats and Champagne with dim sum. 

•  Exploration  of  wines  beyond  red  ones.  There  are  signs  that  Singaporean 
consumers are becoming more discerning, as part of this they are moving beyond red 
wines to explore the distinct characteristics of non-red varieties. Awareness of factors 
more commonly associated with non-red wines, such as sweetness and acidity, as well 
as that of broader factors such as dryness and alcohol content are assisting with this 
trend.  It  may  be  possible  to  leverage  food  pairing  across  key  cuisine  types  (e.g. 
Chinese, Malay, Indian, and European) to take advantage of this growing interest; or 
to build awareness / understanding through tasting workshops; or in the case of some 
sparkling wines, to potentially take advantage of the cocktail trend. Sparkling and white 
wines positioned as premium or aspirational in particular may benefit from this growing 
broader  interest  in  non-red  varieties.  The  higher  forecast  growth  rates  of  white  and 
sparkling wines reflect a growing interest in non-red wines.  

Some other less prominent trends include: socially-driven wine experiences wine enthusiasts 
form wine-drinking groups to share knowledge, interest and wine notes (this includes through 
certain wine stores – the Vivino store in Raffles City being a notable example); and interest in 
sustainable, biodynamic and organic products.  

5.4.3 Offer 

Domestic production 

Singapore, being a small city-state, has no domestic wine production and is far away from any 
commercial  wine-producing  areas.  However,  with  its  prime  location  and  established 
connections (as explained in 4.4.1) it imports a lot of wine from different areas of the world, 
acting as a regional distribution hub.52 The excellent location and infrastructure, together with 
tax  regulations,  which  allow  bonded  warehouses  to  store  wine  with excise and  sales  taxes 
suspended until removal of the product for sale or consumption, facilitate this practice. There 
are several actors engaging in this practice as importers/re-exporters, many of which are listed 

51 Cheers Lah! The Evolution of Wine Culture in Singapore, Wine Adventure, https://www.awineadventure.com/post/tracing-the-
journey-the-evolution-of-wine-culture-in-
singapore#:~:text=The%201980s%20marked%20a%20significant,rise%20of%20wine%20retail%20stores.  

52  The  big  read:  Wine  in  Singapore,  a  red-hot  market?  https://www.spiritedsingapore.com/2019/01/the-big-read-wine-in-
singapore-a-red-hot-market/ 

 
 
Singapore – MARKET ENTRY HANDBOOK 

in  section  8.5.  In  addition,  some  foreign  operators  choose  to  manage  the  import/re-export 
process themselves, either by partnering with bonded warehouses, or by setting up a company 
in Singapore for this purpose (sometimes with a specifically identified local partner).  

It should be noted that two potential countries of re-export – Cambodia and Indonesia – have 
legislation  in  place  that  foresees  mandatory  lot  codes  and  protects  against  defacement. 
Against this background, if re-export to any destination is foreseen, it may be prudent to ensure 
the inclusion of lot codes on bottles. 

Imports and exports 

While  Singapore  is  a  net  importer  of  wine,  exports  are  substantial  against  the  above 
background of the country not producing any wine; the gap between imports and exports is 
much closer than on may expect. This is due to the aforementioned importance of re-export 
for  the  city  state,  with  a  large  part  of  the  wine  imported  subsequently  being  re-exported to 
other  Asian  countries.  Some  50%  in  volume  terms  of  wine  is  re-exported;  however,  the 
declared unit value is greater for exports than it is for imports, leading to a distortion when 
examining trade flows in value terms. 2024 imports were EUR 650m compared to exports of 
around EUR 480m. In view of the aforementioned dynamic, imports and exports tend to evolve 
in lockstep. 2024 figures were a substantial fall on the 2023 peak for both (Figure 5-15). 

Figure 5-15: Trade balance (imports and exports) of wine in Singapore, 2020-24; EUR 
million 

1000

I m p o r t s

n
o

i
l
l
i

m
R
U
E
e
u
a
V

l

800

600

400

200

0

-200

-400

-600

-800

2020

2021

2022

2023

2024

E x p o r t s

Source: Trade Map, International Trade Centre - https://www.trademap.org/  

Data for CN code 2204. 

In terms of origin, France is by far the most important; accounting for almost EUR 490m or 
75% of all imports by volume. Australia is a distant second with EUR 55m; followed by Italy 

 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

with EUR 27m; and then the US. Other EU countries combined only account for EUR 13m, 
with half of this accounted for by Spain (Figure 5-16).  

In  terms  of  destinations  for  (re)export  –  which  are  not  shown  in  the  graph  –  Japan  leads, 
accounting for around 45% in value terms; followed by Hong Kong SAR and Australia (around 
15%  each).  Thailand,  China,  Malaysia  and  Indonesia  are  much  smaller  but  also  notable 
destinations. 

Figure 5-16: Singaporean imports of wine by country, 2020-24; EUR million 

1000

900

800

700

600

500

400

300

200

100

n
o

i
l
l
i

m
R
U
E
e
u
a
V

l

0
2020

2021

2022

2023

2024

France

Australia

Italy

United States of America

Rest of the EU

Rest of the world

Source: Trade Map, International Trade Centre - https://www.trademap.org/  

Data for CN code 2204. 

In terms of unit value, France’s unit value far exceeds that of other countries; in 2024 it was 
just under EUR 40 000 per m3; compared to EUR 11 800 for Italy and EUR 9 800 for Spain. 
The world average is of limited use given the disproportionately high impact of France on this. 
Unit values have fallen back a bit after peaking in 2023 (Figure 5-17). 

 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

Figure 5-17: Unit value of Singaporean imports of wine by country, 2020-24; EUR per 
m3 

3
M

r
e
P
R
U
E
e
u
a
V

l

45,000

40,000

35,000

30,000

25,000

20,000

15,000

10,000

5,000

0

2020

2021

2022

2023

2024

World

France

Italy

Spain

Source: Trade Map, International Trade Centre - https://www.trademap.org/  

Data for CN code 2204. 

EU GI products 

A large number of EU GIs for wines were listed for protection under the EUSFTA, though not 
all of these have currently completed registration. GIs which have completed registration at 
the time of writing include: 

•  Cyprus: Κουμανδαρία (Commandaria) 

•  Spain: Málaga, Rioja, Jerez – Xérès – Sherry or Jerez or Xérès or Sherry, La Mancha, 
Cava,  Navarra,  Valencia,  Ribera  del  Duero,  Priorat,  Rías  Baixas,  Valdepeñas, 
Cataluña 

•  France:  Beaujolais,  Bordeaux,  Chablis,  Champagne,  Graves  (Graves  de  Vayres), 
Médoc, Moselle, Saint-Emilion, Châteauneuf-du-Pape, Côtes de Provence, Margaux, 
Touraine, Anjou, Pays d'Oc, Val de Loire 

• 

Italy:  Chianti,  Marsala,  Barolo,  Vino  nobile  di  Montepulciano,  Bolgheri  Sassicaia, 
Dolcetto  d'Alba,  Franciacorta,  Lambrusco  di  Sorbara,  Lambrusco  Grasparossa  di 
Castelvetro, Montepulciano d’Abruzzo 

•  Hungary: Tokaj 

•  Portugal:  Madeira,  Madère  or  Madera,  Porto,  Port  or  Oporto,  Douro,  Dão,  Vinho 

Verde 

•  Romania: Dealu Mare, Murfatlar 

 
 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

Main competitors 

France has consistently been the largest exporter of wines to Singapore over several years 
with Australia and the US being the second and fourth largest exporters respectively (Italy is 
third). The main competition comes from these two markets, with Australian wines particularly 
providing  competition  within  the  budget  wine market  of  Singapore. Other notable exporters 
that  provide  far  smaller  competition  include  wines  exported  from  New  Zealand  and  Chile. 
However, the aforementioned competitors are often more likely to operate at the lower priced 
end  of  the  market  and  less  likely  to  pose  competition  in  Singapore’s  substantial  premium 
segment.  

5.4.4 Specific market entry requirements 

Market Access and Entry  

The customs procedures for importing foodstuffs are set out in section 4.2.1. A full list of the 
general  documentary  requirements  for  export  is  set  out  in  Table  4-1,  along  with  specific 
requirements by product category in Table 4-2. Requirements notably include: a registration 
of importers of processed food products and food appliances. 

As set out in section 4.2, wine in Singapore falls into the category of processed foods; and as 
such must comply with the Sale of Food Act. 

In terms of tariffs, European wines do not face any duties. 

Detailed information on import duties and Rules of Origin and customs procedures can be 
consulted on the European Commission website: 

Main page – select product, country of origin and destination country: 

https://trade.ec.europa.eu/access-to-markets/en/home 

Example link – general wine category (2204) from France to Singapore 

https://trade.ec.europa.eu/access-to-markets/en/search?product=2204&origin=FR&destination=SG  

Standards, SPS measures  

No 187 of the Food Regulations contains standards for wine, and no 193 contains standards 
for sparkling wine. 

Labelling  

Generic  labelling  requirements  set  out  in  the  Food  Regulations  were  described  in  section 
4.2.3. 

It should be noted that two potential countries of re-export – Cambodia and Indonesia – have 
legislation  in  place  that  foresees  mandatory  lot  codes  and  protects  against  defacement. 
Against this background, if re-export to any destination is foreseen, it may be prudent to ensure 
the inclusion of lot codes on bottles. 

5.4.5 Distribution  

On-  as  well  as off-trade sales are  important for  the  wine  business  in Singapore.  In  volume 
terms, most wine – over 75% - is sold through off-trade. The preference for off-trade sales 
reflects the more common practices of consuming wine at home or gifting; as well as the fact 
that  purchasing  wine  on-trade  is  substantially  more  expensive  than  doing  so  off-trade  in  a 
country where prices are already quite high. 

 
Singapore – MARKET ENTRY HANDBOOK 

Among off-trade channels, supermarkets  are  dominant as  depicted  in  Figure  5-18.  Internet 
retail  is  becoming  increasingly  prominent  and  it  is  the  fastest  growing  off-trade  channel  in 
Singapore due to the high internet penetration within the country; it now accounts for over 10% 
of  retail  sales  and  is  very  popular  among  younger  generations.  In  general,  competition  in 
Singapore is high. The city-state has over a hundred wine wholesalers and at least 300 wine 
retailers.  Due  to  an  overarching  preference  of  Singaporeans  for  Australian  wines,  some 
distributors are particularly focused on Australian wines, though opportunities for wines of all 
origins exist 

Finally, the importance of duty-free sales should not be underestimated, with these offering 
departing travellers the chance to avoid the high excise taxes which apply to in-country sales. 
Indeed, this unique channel may be of interest for premium, higher alcohol wines in particular. 

Figure 5-18: Distribution channel overview of wine in Singapore (2023); off-trade 
volume 

Source: Euromonitor International: Alcoholic Drinks, 2024.  

5.4.6 Challenges for EU products 

One of the key hurdles is high import duties and taxes, particularly Singapore’s alcohol duty 
structure,  which  imposes  a specific  duty  per  litre  of  alcohol  rather  than an  ad  valorem  tax, 
making  higher-alcohol  wines  disproportionately  expensive  as  explained  further  in  section 
3.1.3.  This  affects  price  competitiveness,  especially  for  full-bodied  European  reds  like 
Bordeaux and Barolo, which typically have higher alcohol content; with the most notable way 
of limiting the impact of this being to offer wines with slightly lower alcohol content (e.g. 12% 
or below). Additionally, intense competition from New World wines — especially from Australia 
–  though  also  from  New  Zealand,  Chile,  and  the  US  —  presents  a  challenge.  Retail  and 
distribution barriers also pose difficulties, as the market is dominated by large importers and 
distributors  who  have  established  relationships  with  key  wine  retailers,  supermarkets,  and 
hospitality groups, making it harder for new or smaller EU wineries to break in. Additionally, 
the  rise  of  e-commerce  and  direct-to-consumer  channels  has  shifted  purchasing  habits, 
requiring EU exporters to adapt their marketing strategies and build a brand presence through 
digital platforms, wine education initiatives, and online sales partnerships. 

 
 
 
Singapore – MARKET ENTRY HANDBOOK 

Market Takeaway: Wine 

Consumption: Consumption of wine continues to grow in the country, as the association of wine with 
social gatherings has been normalised, as has the continued growth of the product's presence across 
the  e-commerce,  on-trade,  and off-trade  distribution channels.  The  market  skews  towards premium 
products. 

Competition: EU wines have a strong position; with Australian wine providing the largest competition as 
the second largest exporter of wines behind France. US wines also significant with exports from New 
Zealand and Chile providing limited competition. 

Distribution:  Over  75% by volume  through off  trade, with  supermarkets  dominant but  online quickly 
gaining ground and popularity among younger generations. Various specialist outlets. Duty free should 
not be overlooked. 

Challenges: High import duties that disproportionately target wines with a high alcohol content (such 
as Bordeaux wine) make it additionally challenging for these wines to compete in the market (even if 
the price is less of a burden compared to other sectors). 

Opportunities: Appreciation for EU wines is high in Singapore, and the country is considerably one of the 
larger wine markets in the region by total value and consumption, plus a regional hub. 

 
 
 
Singapore – MARKET ENTRY HANDBOOK 

5.5  Spirits 

5.5.1 SWOT analysis 

STRENGTHS (+) 

WEAKNESSES (-) 

▪  Whisky  and  cognac  remain  the  preferred 
spirits  in  the  market,  with  the  EU  being  a 
major 
combined 
of 
categories. 

producer 

these 

▪  Domestic  production  is  largely  limited 

currently to craft gins. 

▪  Well-established 

retail  and  on-trade 
sectors  backed  up  by  a  large  number  of 
importers  and  wholesalers  serving  both 
the country and the region.  

▪  Per capita consumption in volume terms 
is amongst the lowest overall in the region 
(when  measuring  against  non-Islamic 
markets).  

▪  Despite 

the  EU  having  an  FTA  with 
Singapore,  many  other  major  global 
producers such as the UK, Japan, and the 
US  also  have  similar  trading  terms, 
offering less of an advantage in this sector. 

▪  Younger  Singaporeans  are  shifting  away 
from traditional heavy spirits like cognac and 
whisky 
lower-ABV 
beverages and non-alcoholic alternatives. 

towards 

lighter, 

OPPORTUNITIES (+) 

THREATS (-) 

▪ 

Increasing demand for high-quality, small-
batch, and unique spirits – which provides 
a particular opportunity to craft producers. 
▪  High-end  consumers  and  collectors  in 
Singapore  are  willing  to  invest  in  rare  and 
limited-edition 
spirits, 
presenting a fairly unique opportunity for very 
high-end  products  and  exclusive  product 
launches. 

European 

▪  Singapore is a gateway to the wider region 
for  spirits,  with  a  large  percentage  of  all 
imports being re-exported. 

5.5.2 Consumption 

Evolution of consumption 

▪  Japanese  whisky,  premium  sake,  and 
Singaporean  craft  gins  are  growing  in 
popularity.  

▪  Given historical evolutions, it is not possible 
to rule out potential future restrictions on 
alcohol  advertising,  taxation  changes,  or 
public health initiatives. 

▪  More  niche  spirits  such  as  liqueurs  may 
struggle  to  compete  with  the  dominant 
whisky  and  cognac  categories,  particularly 
given the small population. 

The spirits market of Singapore is estimated to be currently valued at around EUR 1.4 billion, 
with the market largely influenced by the total value of whiskies, which have a current total 
value of around EUR 627 million (or 43% of the market by total value). This is followed by 
brandy and cognacs with a total value of EUR 287 million (19% of the total market value) and 
white spirits with a total value of EUR 224 million (15% of the total market value). Rum has a 
total value of EUR 121 million (8% of the total market value), followed by liqueurs with a total 
value of EUR 114 million (7.9% of the total market value). The spirits market has grown rapidly 
in  recent  years,  with  every  major  spirit  product  category  (with  the  exception  of  brandy  and 
cognac) growing by a CAGR of 10%+ between 2018 and 2023. This growth rate is expected 
to slow down but will remain at a substantial CAGR of 5%+ across every spirit product category 
up  until  2028,  with  the  exception  of  brandy  and  cognac,  which  are  expected  to  grow  by  a 
CAGR of 3% between this period (Figure 5-19).  

 
Singapore – MARKET ENTRY HANDBOOK 

Figure 5-19: Evolution and forecast of spirits market in Singapore, 2018-2028; total 
value, EUR million 

Source: Euromonitor International: Alcoholic Drinks, 2024. 

Consumers  

Relative to other Southeast Asian markets, the consumption of spirits in Singapore per capita 
is  more  conservative  at  a  per  capita  pure  alcohol  consumption  rate  of  around  1.9  litres.53 
Heavy consumption of spirits in a single setting is not culturally acceptable when compared to 
other  regional  markets  (such  as  the  Philippines),  which  influences  overall  per  capita 
consumption rates. While 50- to 60-year-old men are the most frequent drinkers of alcohol, 
their single sitting  consumption  tends to be  lower than  that  of  slightly  younger  groups.  The 
main  consumers  of  spirits  are  varied  and  influenced  by  ethnic  and,  at  times,  religious 
backgrounds  as  well  as  financial  status  (note  that  Malays  will  generally  avoid  any  alcohol 
consumption).  Generally,  the  main  consumer  groups  by  major  spirit  product  category  in 
Singapore can be outlined below as: 

•  Whisky: The main consumers of whisky in Singapore tend to be young-middle aged 
males,  generally  of  an  ethnic  Chinese  background  (as  a  reminder,  the  Chinese-
Singaporean population is around 74%), who have a strong appreciation for premium 
and  single  malt  whiskies  compared  to  other  ethnic  groups  in  the  country;  with  the 
exception  of  high-income  earners  of  a  European  background.  There  has  been  a 
continuous  association  of  whisky  with  status  and  affluence  within  Singapore  (and 
replicated throughout East Asia), which has helped the spirit perform strongly in the 
market in recent years, as well as making the spirit a preferred choice amongst high-
income  earners  or  consumers  who  frequent  high-end  bars  and  social  clubs  on  a 
regular basis. On balance, this consumer group is likely to have high income levels 
(above SGD 150 000 per year). There is a secondary group of older consumers (over 
45, and generally 50 to 60 years old) who also enjoy whiskies as well as brandy and 
cognac, as outlined below. 

53  Alcohol  Consumption  in  Southeast  Asia,  2023,  Seasia.  Available  at  https://seasia.co/infographic/alcohol-consumption-in-
southeast-asia-2023  

 
  
 
Singapore – MARKET ENTRY HANDBOOK 

•  Brandy and Cognac: The main consumers of brandy and cognac in Singapore are 
predominantly middle-aged and older Chinese Singaporeans - typically aged 40 and 
above - who associate these spirits with prestige, tradition, and social status. Unlike 
whisky, which has gained traction among younger, affluent professionals, brandy and 
cognac  consumption  in  Singapore  remains  deeply  rooted  in  cultural  and  business 
traditions,  especially  within  the  ethnic-Chinese  community.  These  spirits  are  often 
consumed during formal banquets, business meetings, and festive occasions such as 
Chinese New Year. Nonetheless, some cognac and brandy manufacturers have been 
trying to change this by targeting younger consumers to overcome the “old man’s drink” 
perception which is sometimes attached to the category. 

•  White  Spirits:  The  main  consumers  of  white  spirits  (mainly  Vodka  and  Gin)  in 
Singapore tend to be younger consumers between the ages of 20 and 45 who have 
increasingly adopted the consumption of white spirits as a result of the ability to mix 
white  spirits  with  a  variety  of  different  products  coupled  with  rising  awareness  and 
appreciation for alternative spirit offerings amongst younger consumers of spirits in the 
country.  Gin,  in  particular,  has  seen  a  surge  in  demand  due  to  the  global  craft  gin 
movement, which has resonated across multiple Asian markets in recent years, with 
many Singaporean consumers gravitating towards premium and artisanal brands that 
emphasise botanicals and unique flavours. Gin proves particularly popular with women 
from this group. Overall, this group is more likely to have mid-level incomes (e.g. SGD 
75 000 to 150 000 per year); though at the younger end of this scale, i.e. under 30, 
income levels may be lower-mid income (SGD 40 000 to 75 000) with these consumers 
focusing more on economy products.  

Within the remaining spirit market of Singapore, rum tends to be favoured by younger males, 
while liqueurs are particularly popular amongst younger female consumers. While Singapore 
itself does not have a “national spirit,” the country’s multicultural influences have resulted in a 
consumer base with multiple demands and preferences, which allows for effective targeted 
marketing in the country by producers from abroad, including the EU. 

Drivers and method of consumption  

The key drivers for spirit consumption in Singapore are influenced by a multitude of factors, 
which  reflect  the  multicultural  consumer  base  of  the  country.  Firstly,  whisky  has  benefitted 
from an overall increasing association with sophistication and affluence, which has acted as a 
key  driver  behind  the  popularity  of  the  product  in  Singapore.  This  is  particularly  noticeable 
amongst  the  ethnic-Chinese  community,  who  also  tend  to  perceive  whisky  as  a  premium 
gifting option both personally and professionally in the corporate space. Indeed, Chinese New 
Year is a key date that results in increased whisky sales. Whisky is also popular during other 
celebratory events, such as weddings; though other premium spirits are also popular at such 
events. 

Brandy and cognac benefit from the loyalty of older consumers who continue to associate the 
product as their go-to spirit product of choice. Vodka is often perceived as a “cleaner” spirit 
product with fewer calories, which appeals to health-conscious consumers. The versatility of 
vodka  (and  gin)  also  acts  as  a  key  driver,  as  consumers  (particularly  younger  consumers) 
appreciate the ability to incorporate multiple mixers into drinks that contain their spirit products.  

The  growth  of  on-trade  high-end  bars  in  Singapore  and  rooftop  terraces  has  further 
accelerated spirit consumption in the country, as have the general high per capita incomes of 
consumers in the country, which helped to make price less of a market barrier compared to 
other  regional  markets. Indeed,  the  vibrant, cross-cultural  local  bar  scene  –  which  includes 
three of the world’s top 50 bars according to the 2023 ratings, and 11 of Asia’s top 50 bars – 
is an important driver of spirit consumption and mixology. 

 
Singapore – MARKET ENTRY HANDBOOK 

In terms of method of consumption, this naturally varies by spirit product, with whisky generally 
being consumed with ice; some consumers add a few drops of water to enhance the aroma 
of whisky and reduce its alcohol intensity; this is a common practice throughout East Asia. 
Older consumers who tend to gravitate towards brandy and cognac may often use a “snifter 
glass” to consume these products, as this allows them to further appreciate the aroma of these 
spirits.  Another  notable  consumption  pattern  is  the  widespread  practice  in  Singapore’s 
Chinese banquets, where cognac is diluted with cold green tea to create a lighter and more 
“sessionable” (easier to consume) drink. Vodka is most commonly consumed in cocktails like 
martinis, cosmopolitans, and vodka sodas. Vodka is rarely consumed neat in Singapore due 
to its high alcohol content; this is also the case for gin, rum, and liquor in the country. 

Laws restricting the sale of alcohol in Singapore 

The legal drinking age of alcohol consumption is 18 and above in Singapore. The liquor (Supply and 
consumption) act prohibits consumption of alcohol in such public places and the sale of alcohol from 
retail outlets between 10.30pm and 7am. Certain areas including Little India and Geylang Seria are 
classified as Liquor control zones and laws governing alcohol consumption in these areas are even 
stricter.  For  more  information  please  see:  https://singaporelegaladvice.com/law-articles/legal-
drinking-age-singapore-drinking-related-laws/  

The Liquor Control (Supply and Consumption) Act 2015 can be found at: 

https://sso.agc.gov.sg/Act/LCSCA2015  

Purchase criteria  

Purchasing  criteria  are  also heavily  influenced  by  the  spirit  product  of  choice;  for  example, 
whisky  will  come  with  heightened  expectations  surrounding  the  quality  of  the  product,  the 
packaging (as whisky is often gifted), and the brand label (with imported whisky of European 
origins being held in the highest regard). Meanwhile, vodkas or gins will be more appreciated 
for  their  versatility  and  flavour  offerings,  with  niche  and  craft  vodkas  and  gins  being 
increasingly appreciated within the Singaporean market. 

Brandy and Cognac are often bundled with free glassware or promotional packaging to entice 
buyers.  Duty-free  purchases  remain  a  key  channel  for  cognac  sales,  with  travellers  often 
picking  up  exclusive  bottles  from  Changi  Airport’s  liquor  stores.  Indeed,  this  method  of 
purchase is a known practise for whisky, brandy and cognac in particular in the country. 

There is an overarching preference for premium and aged spirits, most notably in the whisky 
and cognac categories. Limited editions are often used alongside these characteristics in order 
to  create  the  feelings  of  exclusivity  and  status  that  are  often  sought  by  Singaporean 
consumers of the premium segment. 

Spirits on retailers’ shelves in Singapore 

Approximate retail price ranges for spirits are: 

•  Economy: under SGD 40 (EUR 26.80) per 700ml bottle 

•  Mid-range: SGD 40 to 70 (EUR 26.80 to EUR 46.50) per 700ml bottle 

•  Premium: SGD 70 to 100 (EUR 46.50 to 67) per 700ml bottle 

•  Super premium: above SGD 100 (EUR 67) per 700ml bottle 

Spirits are firstly organised by type (e.g. whisky, cognac etc.) and then generally by price. Over 90% 
of products on offer are imported. 

 
Singapore – MARKET ENTRY HANDBOOK 

Above: spirits section, with whisky featured. 

In  terms  of  format  and  packaging,  750ml  and  700ml  are  the  standard  and  by  far  most  dominant 
format; though a few smaller sizes (e.g. 200ml, 500ml) can also be found. Glass bottles are more or 
less universally used. With the market skewing towards more premium products, there is a strong 
emphasis on high-quality packaging. This may include the use of presentation boxes; and for special 
editions  and  limited  releases,  packaging  is  further  elevated  through  the  use  of  embossed  labels, 
unique bottle designs, and luxury folding cartons that enhance product presentation. 

 
 
Singapore – MARKET ENTRY HANDBOOK 

Above:  various  premium  spirits,  with  the  use  of  boxes  common.  Those  on  the  right  are  part  of  a 
feature display. 

Price promotions for spirits at points of sale are not common, with the exception of major retail periods 
during which it may be possible to find discounts in the 10-20% range, or the use of free gifts. Overall, 
a lot of promotion of spirits occurs outside the retail environment. This may include: the hosting of 
exclusive on-trade tasting sessions at luxury venues; and the use of the lifestyle influencer community 
to build awareness and desirability. 

Above and below: promotional stands / offers in different retailers. 

 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

Pictures: © Agra CEAS / Euromonitor International, 2025. 

Recent market trends 

Some of the more major recent market trends that have continued to influence the spirit market 
of Singapore include:  

•  Premiumisation and craft spirits: Singaporean consumers are already tilted towards 
the  quality  end  of  the  spirits  spectrum,  and  they  are  now  increasingly  favouring 
premium and craft spirits, seeking unique and high-quality drinking experiences. This 
trend is driven by continued rising disposable incomes and a growing appreciation for 
artisanal products. Certain craft spirits that have entered the market in recent years 
include  craft  spirits  that  incorporate  regional  spices  and  product  offerings  such  as 
coconut-infused gins. As noted in the previous section, rare and limited-edition spirits 
are gaining in popularity as a way of playing this premiumisation trend. Collaborations 
with high-end retailers and exclusive events, such as private tastings and members-
only  clubs,  are  further methods of enhancing the  appeal  of  premium,  limited-edition 
spirits. A sub-trend of this is increasing interest in rare, collectible spirits. 

•  Health-consciousness influences: While the overall market for low- or no-alcoholic 
spirits remains very small in Singapore (around EUR 4 million), the overall sector is 
expected to rapidly expand in upcoming years by a CAGR of around 7% between 2025 
and 2028. Health-consciousness has very much played a role in reducing demand for 
spirits  of  a  high  alcoholic  content,  with  many  Singaporean  consumers,  particularly 
younger consumers, increasingly opting to choose spirits of a lower alcoholic content, 
or  spirits  that  can  be  mixed  with  alternative  beverages  to  dilute  the  overall  alcohol 
content. 

•  E-commerce boom: The rise of e-commerce has significantly transformed the way 
Singaporeans purchase spirits, making online liquor sales one of the fastest-growing 
segments in the industry. The shift toward digital purchasing was initially accelerated 
by the COVID-19 pandemic when lockdowns and social distancing measures limited 
access  to physical  liquor  stores  and  bars.  Even post-pandemic, the  convenience of 
online shopping has remained a strong driver, with consumers increasingly preferring 
to  browse,  compare,  and  purchase  their  favourite  spirits  from  the  comfort  of  their 
homes.  Singapore’s  major  e-commerce  players,  such  as  Lazada,  Shopee,  and 
RedMart,  now  offer  an  extensive  selection  of  international  and  craft  spirits,  often  at 
competitive  prices.  Meanwhile,  specialised  online  liquor  stores  like  Paneco  and 
Alcohol Delivery SG provide quick spirit delivery options across Singapore. While the 
e-commerce  distribution  share  lags  that  of  wine  for  example  (which  is  now  double 
digits), it is very possible that distribution trends for spirits follow those for wine, as has 
occurred in some other, more mature e-commerce markets in the region. 

 
 
Singapore – MARKET ENTRY HANDBOOK 

•  Novel  flavours. In  some  spirit  categories,  novel  and  unique flavours  are  emerging. 
Soju is chief among these, with mint chocolate and pomegranate as some examples. 
However, this is also common for certain white spirits – above all gin, where botanicals 
and yuzu are examples of recent new flavours. 

5.5.3 Offer 

Domestic production 

Singapore lacks the major domestic production base of the key natural ingredients found in 
spirit products, resulting in the need to import these commodities (such as grain, corn, sugar 
beet, etc.); despite this, there does exist a small craft production sector within the country, with 
the key players currently being Brass Lion Distillery, which offers a domestically produced dry 
gin  product  that  features  ingredients  such  as  ginger  flower  and  lemongrass.  Another  key 
domestic  producer  of  note  is  simply  known  as  Singapore  Distillery,  which  produces  gins 
inspired by Asian cultures and cuisines.  

Other major spirits such as whiskies, brandy (cognacs), vodkas, rums, and liqueurs are nearly 
universally imported into the country, which is a common feature across the alcohol sector of 
the  country  as  a  whole,  given  its  limited  production  base  and  further  accentuated  by  a 
discerning consumer.  

Imports and exports 

Trade  data  implies  that  Singapore  is  a  substantial  net  exporter  of  spirits  in  value  terms. 
However,  it  is  important to  remember  that  Singapore  acts  as  a major transit  hub for  goods 
destined  for  the  wider  Asian  market.  While  the  country  does  have  domestic  production  as 
outlined above, this is not considered substantial and there are categories which have to be 
almost  entirely  imported.  As  a  result,  it  is  difficult  to  narrow  down  the  volume  or  value  of 
products  entering  and  leaving  the  Singaporean  market.  Examining  volume  data  on 
consumption and trade, it can be estimated that around 80% of the spirits which are imported 
into  Singapore  are  subsequently  re-exported.  Given  that  the  declared  unit  value  of  the  re-
exported spirits is higher than their declared imported value, in value terms Singapore appears 
to be a net exporter (see  Figure 5-20). Both imports and exports have fallen back in 2024, 
having peaked in 2023. 

 
Singapore – MARKET ENTRY HANDBOOK 

Figure 5-20: Trade balance (imports and exports) of spirits in Singapore, 2020-24; EUR 
million 

n
o

i
l
l
i

m
R
U
E
e
u
a
V

l

2 500

2 000

1 500

1 000

 500

 0

- 500

-1 000

-1 500

-2 000

-2 500

-3 000

I m p o r t s

E x p o r t s

2020

2021

2022

2023

2024

Source: Trade Map, International Trade Centre - https://www.trademap.org/  

Data for CN code 2208. 

Looking at trade by type, whisky and grape spirits account for the vast majority of both imports 
and exports; with trade in other categories somewhat limited (Figure 5-21). 

 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

Figure 5-21: Trade balance (imports and exports) of spirits in Singapore by type, 2024; 
EUR million 

220870 Liquors and Cordials

220860 Vodka

220850 Gin and Geneva

220840 Rum

220830 Whiskies

220820 Grape Spirits

-1,200

-800

-400

0

400

800

Exports

Imports

Source: Trade Map, International Trade Centre - https://www.trademap.org/  

Spirit names shortened. CN codes before spirit name. 

In terms of origins, France (EUR 680M) and the UK (EUR 590m) dominate, accounting for 
around  80%  of  imports  combined.  The  rest  of  the  EU  accounts  for  EUR  45m,  with  Ireland 
(EUR 13m), Italy (EUR 8.2m), Germany (EUR 6.8m) and the Netherlands (EUR 6m)  as the 
main countries (Figure 5-22).  

While export origins are not shown in the graph, they do have some relevance in view of the 
high level of re-exports and their implied importance for overall export figures. The export main 
destinations are: China; Hong Kong SAR; Vietnam and Thailand. Each of these accounts for 
between  EUR  200  and  300m  of  exports.  Malaysia,  Taiwan  and  South  Korea  are  further 
notable destinations accounting for over EUR 100m of exports.  

 
 
Singapore – MARKET ENTRY HANDBOOK 

Figure 5-22: Singaporean imports of spirits by country, 2020-24; EUR million 

2500

2000

1500

1000

500

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2023

2024

France

United Kingdom

China

Rest of the EU

Rest of the world

Source: Trade Map, International Trade Centre - https://www.trademap.org/  

Data for CN code 2208, Unit Value 

EU GI products 

Several EU GIs for spirits were listed for protection under the EUSFTA, though not all of these 
have currently completed registration. GIs which have completed registration at the time of 
writing include: 

•  Austria: Jägertee / Jagertee / Jagatee, Inländerrum 

•  Cyprus: Ζιβανία/Τζιβανία/Ζιβάνα/Zivania 

•  Finland: Suomalainen Vodka/ Finsk Vodka / Vodka of Finland, Finnish berry liqueur / 

Finnish fruit liqueur 

•  France : Cognac, Armagnac, Calvados  

•  Germany : Korn/Kornbrand  

•  Greece: Ούζο/Ouzo 

•  Hungary: Törkölypálinka, Pálinka 

• 

• 

Ireland: Irish Whiskey/ Uisce Beatha Eireannach/ Irish Whisky, Irish Cream  

Italy: Grappa  

•  Poland: Polska Wódka/Polish Vodka  

•  Spain: Brandy de Jerez 

 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

•  Sweden: Svensk Vodka/ Swedish Vodka  

Main competitors 

The UK is one of the main competitors for EU spirits in Singapore, particularly within the market 
for whisky where the country is a significant exporter. China is another competitor however 
Chinese exporters of spirits tend to be solely focused on the exportation of Baijiu (white spirit) 
with  growing  whisky  exports  that  will  likely  influence  the  market  to  a  greater  degree  going 
forward. Japanese sake, Mexican rum and American Brandy are other products of note that 
provide competition for EU spirit exporters in the Singaporean market (and further afield).  

5.5.4 Specific market entry requirements 

Market Access and Entry  

The customs procedures for importing foodstuffs are set out in section 4.2.1. A full list of the 
general  documentary  requirements  for  export  is  set  out  in  Table  4-1,  along  with  specific 
requirements by product category in Table 4-2. Requirements notably include: a registration 
of importers of processed food products and food appliances. 

As set out in section 4.2, spirits in Singapore fall into the category of processed foods; and as 
such must comply with the Sale of food act. 

In terms of tariffs, currently, European spirits imported into Singapore do not face duties. 

Detailed information on import duties and Rules of Origin and customs procedures can be 
consulted on the European Commission website: 

Main page – select product, country of origin and destination country: 

https://trade.ec.europa.eu/access-to-markets/en/home 

Example link – general spirits category (2208) from France to Singapore 

https://trade.ec.europa.eu/access-to-markets/en/search?product=2208&origin=FR&destination=SG  

Standards, SPS measures  

Nos 201 to 210 of the Food Regulations contain standards for most spirits. 

Labelling  

Generic  labelling  requirements  set  out  in  the  Food  Regulations  were  described  in  section 
4.2.3. 

It should be noted that two potential countries of re-export – Cambodia and Indonesia – have 
legislation  in  place  that  foresees  mandatory  lot  codes  and  protects  against  defacement. 
Against this background, if re-export to any destination is foreseen, it may be prudent to ensure 
the inclusion of lot codes on bottles. 

5.5.5 Distribution  

The on-trade share of spirit distribution in Singapore is significant, as this sector accounts for 
around two thirds of all spirits that are sold and distributed in the country, this includes outlets 
such as high-end bars, rooftop terraces and restaurants. Within the remaining off-trade sector, 
which accounts for around 32% of sales, is largely influenced by supermarkets, which account 
for around 68.5% of that 32% figure. This is followed by supermarkets (12%), food/drink and 
tobacco specialists’ stores (9%), and small local grocers (6%). Retail e-commerce currently 

 
Singapore – MARKET ENTRY HANDBOOK 

accounts for close to 3% of sales, which is a figure that is expected to grow rapidly in upcoming 
years (Figure 5-23). 

Figure 5-23: Distribution channel overview of spirits in Singapore (2023); off-trade 
volume 

Source: Euromonitor International: Alcoholic Drinks, 2024. 

Finally, duty free outlets in Changi Airport are a notable further channel to be aware of. They 
provide an alternative outlet for travellers to purchase spirits without paying the high excise 
duty applicable in domestic retail channels. Luxury spirits do particularly well through these 
outlets – above all whisky, but also cognac and brandy – as the retail prices may be at least 
40%  lower  than  in  domestic  channels.  Some  white  spirits  are  gaining  traction  in  these 
channels  as  well.  The  channel  is  sometimes  used  for  the  launch  of  special  editions  and 
promotions. 

5.5.6 Challenges for EU products 

EU spirit producers face several challenges within this market, despite the enactment of the 
EUSFTA. Singapore enacts high taxation of alcoholic products with a high alcohol content. As 
a  result,  all  high  alcohol  spirit  products  including  EU  ones  such  as  whiskies,  vodkas,  and 
certain liquors may face price competitiveness issues in the country compared to any spirits 
with a lower alcohol content. Another challenge is growing competition from Asian and local 
craft  distilleries,  which  are  gaining  strong  traction  by  offering  spirits  infused  with  regional 
botanicals  and  flavours  that  resonate  with  Singaporean  consumers.  Japanese  whisky, 
premium  sake,  and  locally  produced  craft  gins  like  those  from  Brass  Lion  Distillery  and 
Singapore Distillery are increasingly popular among younger, trend-driven consumers, making 
it difficult for EU exporters to differentiate their offerings. Furthermore, changing consumption 
patterns  and  the  rise  of  health-conscious  drinking  trends  are  shifting  demand  away  from 
traditional high-alcohol spirits like cognac and heavy whisky — categories where EU brands 
historically  have  been  strong  or  dominated  —  towards  lighter,  lower-ABV  spirits  and  non-
alcoholic alternatives. 

 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

Market Takeaway: Spirits 

Consumption:  Whisky,  vodka,  liqueurs,  and  rum  are  primarily  consumed  by  younger  consumers  of 
various ethnicities and financial backgrounds, while older consumers tend to gravitate towards long-
held traditional spirits in the country, such as brandy, cognacs, and regional spirits such as sake.  

Competition: Exports from the UK (whisky) are significant and offer a high level of competition for EU 
exports within this sector, Chinese whisky exports are growing however baijiu remains the main spirit 
exported  from  the  country.  Other  notable  imported  spirits  include  Japanese  sake,  Mexican  rum  and 
American brandy. 

Distribution: On-trade is of key importance, accounting for two-thirds in volume terms. Supermarkets 
strong among off-trade outlets; hypermarket and specialists also play important roles. 

Challenges: High taxation on spirits determined by ABV level, growing competition both regionally and 
to an extent domestically, coupled with a growing preference for spirits of a lesser ABV level. 

Opportunities:  The  market  is  continuing  to  grow,  with  growing  per-capita  incomes  in  recent  years 
helping  to aid  the performance of  the  overall spirit  market of  the country  and  increasing  interest  in 
premium / collectible products. Spirits are now a common gift during major holidays such as Chinese 
New Year. 

 
 
 
Singapore – MARKET ENTRY HANDBOOK 

5.6  Olive oil 

5.6.1 SWOT analysis 

STRENGTHS (+) 

WEAKNESSES (-) 

▪  The  consumer  base  has  been  slightly 
expanding,  with  olive  oil  gaining  traction 
among  Singaporeans  as  well  as  being 
popular among the traditional expat base. 
▪  Growth  in  the  market  is  leading  to  a  wider 
range  of  products  and  segments,  as 
witnessed  by  the  growth  in  popularity  of 
private label products. 

▪  Little scope for uptake of olive oil in the wider 
and  important  Singaporean  food  service 
industry. 

▪  Despite  the  high  level  of  income  in  the 
country,  price  is  a  challenge  against  the 
background  of 
low  historical  consumer 
awareness and cheaper alternatives. 

OPPORTUNITIES (+) 

THREATS (-) 

▪  High-end  restaurants  –  Mediterranean 
ones in particular – are important outlets for 
olive oil usage. 

▪  Other oils are both much more widely used 
and preferred for non-Western cuisines. 
▪  Perceptions on the healthiness of some of 

▪  Recent health focus, including government 
policies, has increased consumer interest in 
olive oil products. 

▪  Trade  data  implies  that  the  country  is 
increasingly  serving  as  a  regional  hub,  as 
well as supplying the domestic market. 

these other oils is improving. 

▪  The  increasing  popularity  of  local  bottlers 
and  more 
label 
products offers opportunities on  one hand, 
but  also  poses  threats  to  branded  exported 
products on the other hand. 

importantly  private 

5.6.2 Consumption 

Evolution of consumption 

The olive oil market in Singapore is shows steady growth but at just over EUR 14m remains 
fairly small. Growth in value terms has been around 8% per year in recent years and is forecast 
to fall slightly to just under 5% per year going forwards. Ultimately, the product remains largely 
uncommon, with other oils more widely used. 

Figure 5-24: Evolution and forecast of the market for olive oil (value, EUR millions) 
and olive oil consumption per expenditure (EUR), in Singapore; 2019-2029 

Source: Euromonitor International: Packaged Food, 2024. 

Consumers 

As noted in the previous section, the consumption of olive oil in Singapore is low; the typical 
Singaporean does not have the tradition of using the product and consequently, olive oil is not 
common in the country. Historically, olive oil products have struggled to break into the market 
due  to  the  unfamiliarity  of  this  product  outside  of  western  expat  communities  (the  core 
historical consumer group). However, awareness of and interest in olive oil has increased in 

 
 
Singapore – MARKET ENTRY HANDBOOK 

recent years, and in terms of consumer numbers (rather than consumption volume) the market 
now slants slightly towards local Singaporeans; though indications are that expats are more 
likely  to  use  the  higher  volumes.  Increasing  interest  in  healthy  products  has  been  a  major 
reason for this; and Singapore’s natural openness and the curiosity of the consumer in other 
products, as well as the average level of disposable income have helped. There are indeed 
signs  that,  among  local  Singaporeans,  olive  oil  consumption  tends  to  be  higher  for  more 
affluent consumers, as well as among vegan and vegetarian consumers.  

Finally, there is a segment of the Singaporean population who consume olive oil for medicinal 
reasons however this consumer group is very small.  

Drivers and method of consumption 

As noted above, olive oil has not historically been widely used for cooking, with it more likely 
to be used in salad dressings, and western restaurants - particularly Mediterranean ones – an 
important outlet. Indeed, it is estimated by the Singapore Restaurant Association that 2/3 of 
high-end restaurants now use extra virgin olive oil, with some such as Shangri-La’s Waterfall 
Restaurant using substantial volumes in each month; and certain distributors such as DKSH 
Singapore playing important roles in supplying numerous high-end restaurants. However, due 
to  the  product  not  being  traditionally  used,  it  is  not  a  popular  choice  in  the  broader  and 
substantial food service segment. 

With the product spreading and an increased focus on health, there are niches of consumers 
that use olive oil for cooking; particularly in Western dishes. There remains a small segment 
of the population who specifically consume olive oil as a medicine or for other health reasons 
– whether for its antioxidants, potential positive impacts on heart disease, or anti-inflammatory 
properties - but this segment of the population is extremely niche. There are also very small 
consumer  niches  of  mothers  who  use  extra  virgin  olive  oil  in  baby  food;  and  wellness 
enthusiasts, including high end wellness centres, which use it for skin treatments. 

Purchase criteria 

There  is  an  overall  preference  for  extra  virgin  olive  oil,  broadly  in  line  with the  overarching 
quality  appreciation  of  Singaporeans.  That  said,  other  qualities  are  purchased  in  certain 
situations (e.g. cooking). 

The importance of the price criterion for olive oil in Singapore varies. The generally high cost 
of  living  and  a  relatively  small  market  for  the  product  mean  that  the  product  tends  to  be 
inherently quite highly priced. That said, in recent years there has been an increase in more 
affordable private label and Singaporean brand (imported but locally bottled) olive oil products 
that  are typically  20-30%  cheaper  than  branded  counterparts.  These  target  the  more  price 
aware consumer including middle income families and younger consumers; and their relative 
success clearly indicates price to be a criterion for some consumers. The recent introduction 
of  smaller  format  (e.g.  100ml  to  250ml)  private  label  products  further  emphasises  this. 
Nonetheless, there is a group of consumers which is less concerned about price and more 
focused on quality and origin. While Spanish olive oil is well regarded and can do well among 
this consumer group, Italian is often seen as the gold standard.  

Singaporean consumers tend to be quite brand loyal, particularly in the case of higher end 
products, and indeed brand plays a role both in the wider olive oil market (e.g. local brand 
Nautrel demonstrates this) and among the more gourmet niche; though higher end consumers 
do also show a willingness to try new, premium olive oil brands if the product targeting and 
communication is correct. Such communication may include endorsements from recognised 
high-end chefs or health experts. Indeed, for consumers driven by health-orientated usage, 
communication on health-related aspects can be attractive. 

 
Singapore – MARKET ENTRY HANDBOOK 

Olive oil on retailers’ shelves in Singapore 

Approximate retail price ranges for olive oil are: 

•  Economy: under SGD 11 (EUR 7.35) per 500ml 

•  Mid-range: SGD 11 to 19 (EUR 7.35 to 12.75) per 500ml 

•  Premium: about SGD 19 per 500ml (EUR 12.75), with super-premium starting at SGD 22 

(EUR 14.75) 

All  olive  oil  products  are  effectively  imported,  though  there  are  some  locally  bottled  /  branded 
imported products, including private label products. While there is  no clear overarching method of 
organisation, products may be at least partly organised by origin. 

Below: olive oil section of a retailer. Larger format products are at the bottom. 

Olive  oil  is  available  in  a  range  of  formats,  generally  from  250ml  up  to  2  litres.  250ml  and  500ml 
formats are marginally the most popular. The use of glass bottles is fairly standard, with plastic bottles 
only used in a few cases for economy products and/or large format packages. It is not uncommon to 
find indications of organic and/or geographical indications on mid-range products upwards. 

 
 
Singapore – MARKET ENTRY HANDBOOK 

Above: organic olive oil (left). Range of infused olive oils (right). Below: different olive oil qualities 
from a locally-bottled brand. 

Price promotions on olive oil are rare, though there may be some occasional discounts. However, 
more gourmet retailers may offer in store tastings of olive oil; or suggest pairings with other products 
such  as  bread  and  salad.  Outside  of  the  store  retail  environment,  some  brands  are  now  offering 
subscription services for olive oil. 

 
 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

Above: olive oil feature stands / offers. Left: in a supermarket, product displayed with pasta. Right: in 
a gourmet store, a feature stand with other gourmet products. 

Pictures: © Agra CEAS / Euromonitor International, 2025. 

Recent market trends 

The olive oil market has grown well in recent years and this growth is forecast to continue into 
the  future,  with  the  market  likely  to  exceed  EUR  20m  in  the  coming  years.  Notable  recent 
trends include: 

• 

Interest in health and nutrition. This has been a notable tailwind for olive oil in recent 
years. This interest spans both an inherent consumer interest, as well as government 
initiatives such as the government Healthier Choice programme, the ban on partially 

 
 
 
Singapore – MARKET ENTRY HANDBOOK 

hydrogenated  oils  and  various  other 
polyphenol-rich olive oil; gut health; and connections to the Mediterranean diet. 

initiatives.  Specific  sub-trends 

include: 

Olive oil is also being integrated into some ready to eat meals, gourmet snacks, and 
packaged foods for similar motivations of health. Examples include: gourmet dips (e.g. 
hummus), snack foods (e.g. olive oil roasted crisps) and marinated meat or seafood. 
This trend is one which is likely to require collaboration with local food manufacturers. 

•  Private  label  brands.  More  or  less  all  major  supermarket  chains  now  offer  private 
label products, with these products increasingly taking important market shares. While 
frequently the olive oil in these products is imported from Spain, there are also Italian 
private  label  products.  The  range  of  private  label  products  has  been  expanding 
recently.  At  one  end,  smaller  volume  products  (e.g.  100  to  250ml)  have  started 
emerging  to  target  budget  conscious  consumers  who  are  occasional  users.  At  the 
other end, some more unique quality-orientated private label products have emerged, 
such  as  infused  oils  (see  also  below)  and  those  with  certifications.  Blended  private 
label products are also emerging – Fairprice’s olive and palm oil blend being one such 
example. 

•  An  increase  in  demand  for  organic  olive  oil,  with  organic  products  from  some 

companies such as Global Organics and Terra Creta proving quite popular. 

•  Continuation of scented / infused olive oils. Major local bottling brand Naturel has 
been  particularly  active  in  this  area,  though  other  brands  have  also  made  efforts. 
Notable examples of infusions include: oregano, saffron, basil, rosemary, white truffle, 
lemon and the Asian citrus fruit yuzu. 

•  Premiumisation.  There  is  increasing  availability  of  olive  oils  with  distinct  flavour 
profiles,  limited  production,  and  exclusive  provenance.  This  includes  single-estate 
olive oils, and those with geographical indications. Some artisanal producers playing 
this  trend  have  been  trying  to  leverage  storytelling  and  terroir-based  marketing  to 
differentiate themselves. 

•  Smaller  packages.  It  is  not  just  private  label  brands  which  have  launched  smaller 
format  packages;  some  brands  have,  though  their  target  consumer  may  be  just  as 
motivated by portability / incorporation into consumption on-the-go as they are by price.  

5.6.3 Offer 

Domestic production 

Singapore is not a producer of olives or olive oil. It is however home to operators which bottle 
imported olive oil. Chief among these is Lam Soon Singapore with its Naturel brand. Other 
companies such as Niche Market Exchange Pte and Lipid Global Pte are also involved in the 
import  and  marketing  of  products  (the  former  specifically  in  Tunisian  olive  oils).  Finally,  as 
noted above, there is an important presence of private label products.  

Imports and exports 

Singapore  is  inevitably  a  net  importer  of  olive  oil,  with  the  small,  exported  value  being  re-
exports. Imports in 2023 totalled EUR 23m (compared to exports of EUR 1.5m). In value terms, 
imports  show  an  upward  trend  in  recent  years,  driven  largely  by  the  olive  oil  price  (Figure 
5-25). 

 
Singapore – MARKET ENTRY HANDBOOK 

Figure 5-25: Trade balance (imports and exports) of olive oil in Singapore, 2020-24; 
EUR million 

n
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l

25

20

15

10

5

0

-5

I m p o r t s

2020

2021

2022

2023

2024

E x p o r t s

Source: Trade Map, International Trade Centre - https://www.trademap.org/  

Data for CN code 1509. 

Spain  is  the  main  origin,  accounting  for  around  60%  of  imports  by  value.  Italy  follows  with 
around 1/3 and Greece with just under 5%. Overall, the EU accounts for well in excess of 95% 
of olive oil imports (Figure 5-26). 

 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

Figure 5-26: Singaporean imports of olive oil by country, 2020-24; EUR million 

n
o

i
l
l
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25

20

15

10

5

0
2020

2021

2022

2023

2024

Spain

Italy

Greece

Rest of the EU

Rest of the world

Source: Trade Map, International Trade Centre - https://www.trademap.org/  

Data for CN code 1509. 

World average unit values of imports are largely determined by those of Spain and Italy. Spain 
most recently has been slightly above the world average at EUR 8 567 per m3; and Italy below 
at EUR 7 756 per m3. In most recent years, the unit value of Greek olive oil has exceeded that 
of both Spanish and Italian (Figure 5-27). 

 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

Figure 5-27: Unit value of Singaporean imports of olive oil by country, 2020-24; EUR 
per tonne  

e
n
n
o
T
r
e
P
r
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E
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a
V

l

10,000

9,000

8,000

7,000

6,000

5,000

4,000

3,000

2,000

1,000

0

2020

2021

2022

2023

2024

World

Spain

Italy

Source: Trade Map, International Trade Centre - https://www.trademap.org/  

Data for CN code 1509. 

While  Singapore  is  not  a  major  re-export  hub for  olive  oil  in  the  way  that  it  is  for  alcoholic 
beverages, some re-export and further potential opportunities do exist. With the country acting 
as a regional business hub, some multinationals and major retailers export to other countries 
in the region where they have operations. There are also some Singapore based gourmet food 
outlets  which  have  outlets  in  neighbouring  countries  and  may  source  centrally  through 
Singapore. As can be seen above, 2024 re-exports totalled EUR 1.5m. 

EU GI products 

A few olive oil GIs were listed for protection under the EUSFTA, though not all of these have 
currently completed registration. GIs which have completed registration at the time of writing 
include: 

•  Spain: Baena, Les Garrigues 

Main competitors 

While Spain and Italy are the largest exporters of Olive oil to Singapore, the market is quite 
small. Australia, Turkey and Tunisia also export olive oil to Singapore in small quantities. The 
main competition comes from indirect sources such as other oils, or segments inside the olive 
oil market (notably private label and locally bottled imported products). 

 
 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

5.6.4 Specific market entry requirements 

Market Access and Entry  

The customs procedures for importing foodstuffs are set out in section 4.2.1. A full list of the 
general  documentary  requirements  for  export  is  set  out  in  Table  4-1,  along  with  specific 
requirements by product category in Table 4-2. Requirements notably include: a registration 
of importers of processed food products and food appliances. 

As set out in section 4.2, olive oil in Singapore falls into the category of processed foods; and 
as such must comply with the Sale of food act. 

In terms of tariffs, currently, European olive oil products are not subject to duties. 

Detailed information on import duties and Rules of Origin and customs procedures can be 
consulted on the European Commission website: 

Main page – select product, country of origin and destination country: 

https://trade.ec.europa.eu/access-to-markets/en/home 

Example link – general olive oil category (1509) from Spain to Singapore 

https://trade.ec.europa.eu/access-to-markets/en/search?product=1509&origin=ES&destination=SG  

Standards, SPS measures  

Nos 78 and 79 of the Food Regulations contain standards for edible oils in general, including 
copper content and additional labelling requirements. 

Labelling  

Generic  labelling  requirements  set  out  in  the  Food  Regulations  were  described  in  section 
4.2.3. As it is an edible oil, olive oil requires date marking and nutrition labelling (as also set 
out in section 4.2.3).  

5.6.5 Distribution  

As  observed  in  Figure  5-28,  modern  retailers  dominate  distribution  of  edible  oil  products 
(including olive oil products) in Singapore. Supermarkets account for 60%, and hypermarkets 
a further 13%. Small local grocers also play a notable role but are unlikely to be channels for 
the distribution of olive oil. E-commerce sales have grown to account for just under 4% of retail 
sales.  As  already  noted,  high-end  restaurants,  Mediterranean  ones  in  particular,  play  an 
important role for on-trade distribution.  

 
Singapore – MARKET ENTRY HANDBOOK 

Figure 5-28: Distribution channels overview of edible oils (including olive oil) in 
Singapore (2024); retail value 

Source: Euromonitor International: Packaged Food, 2024. 

5.6.6 Challenges for EU products 

The main challenges for EU products come from the lack of familiarity with olive oil amongst 
the Singaporean population and the product’s high price; though in relation to the former, there 
are signs of a slowly expanding consumer base. The increase in local bottling and private label 
brands offer both opportunities and challenges. A broader and potentially the greatest threat 
to olive oil however comes from shifting perceptions of some other oils in Singapore. Certain 
other oils such as coconut oil and rice bran oil are heavily marketed as better for high-heat 
Asian cooking; and thanks largely to inputs from social media influencers, perceptions about 
their health credentials are improving, creating competition for olive oil. Animal fats such as 
tallow and ghee have also gained popularity due to keto and paleo diet trends.  

Market Takeaway: Olive oil 

Consumption:  Primarily  consumed  in  Mediterranean  food  service  outlets;  as  a  dressing  for  other 
products; or occasionally  for  medicinal  purposes.  It  use  for cooking  is  limited (though  increasing)  as 
other oils are preferred. 

Competition: EU oils are dominant. Strong indirect competition from other oils. Local bottling operations 
and private label brands use EU oils but pose a competitive threat to EU branded products. 

Distribution: Modern retailers – led by supermarkets – are dominant. Western / Mediterranean food 
service outlets are important. 

Challenges: Lack of historical use and lack of opportunities to penetrate the broader, important food 
service channel. Indirect / niche competition identified above; most notably from the shifting perceptions 
regarding the healthiness of certain oils. 

Opportunities:  Tail  wind  from  health  focus  in  recent  years.  High  end  western  /  Mediterranean  food 
service outlets. Broadening consumer base. Premium and organic products. 

 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

5.7  Chocolate confectionery 

5.7.1  SWOT analysis 

STRENGTHS (+) 

WEAKNESSES (-) 

▪  Market  is  skewed  towards  high  quality 
boxed 

products, 
assortments being the largest segment. 

reflected 

by 

as 

▪  Rising  demand 

for  ethical  chocolate 
offerings,  which  EU  chocolate  held  in  high 
regard in this space. 

▪  EU  branded  chocolates  remain  amongst 
the more popular in the country, particularly 
for  boxed  assorted 
chocolates  and 
countlines. 

▪  Per  capita  consumption  levels  are  quite 
low compared to Europe; though they are in 
line with other countries in the region. 

▪  Many EU chocolate brands focus on classic 
flavours and formats, whereas Singaporean 
consumers 
favour  Asian-
inspired  flavours  (e.g.,  matcha,  yuzu, 
durian). 

increasingly 

▪  On-going governmental campaigns to limit 
sugar consumption, including in chocolate 
confectionery products. 

OPPORTUNITIES (+) 

THREATS (-) 

▪  EU exporters can expand their presence by 
offering  high-cocoa,  sugar-free,  keto-
friendly, and organic chocolates which are 
growing in interest. 

▪  Premium  chocolates  are  particularly 
in  the  corporate  space  of 

appreciated 
Singapore as a gifting item. 

▪  Growing  e-commerce  channel  offers  new 
opportunities which do not require a point-of-
sale  presence  which  can 
local 
producers. 

favour 

▪  Younger  consumers  are  exploring  locally 
crafted chocolates that incorporate unique 
Singaporean and Asian ingredients, diverting 
attention from traditional EU offerings. 

▪  Health consciousness is increasing in the 
influence 
market  which  may  negatively 
overall  consumption  rates  of  chocolate 
confectionery products.  

▪  Domestic production  is a notable  threat  – 
both from the large operator Aalst, and from 
smaller more artisanal producers. 

5.7.2 Consumption 

Evolution of consumption 

The total value of the chocolate confectionery market was close to EUR 164 million in 2024. 
The categories of boxed assortments (EUR 599 million), countlines (EUR 477 million), and 
tablets  (EUR  33  million)  account  for  the  majority  of  consumption  in  value  terms,  over  80 
percent  combined.  Over  the  past  number  of  years,  each  major  chocolate  confectionery 
product  grew  by  a  CAGR  of  around  5%+;  however,  this  figure  is  forecasted  to  decline  to 
around 2-4% up until 2029, with boxed assortments emerging as the predicted fastest-growing 
chocolate confectionery product offering with a predicted CAGR of 4.4%. This will see it grow 
further as the largest chocolate confectionery product within the Singaporean market by total 
value.  Chocolate  with  toys  will  remain  the  smallest  chocolate  confectionery  product  with  a 
current  retail  value  of  around  EUR  2.3  million,  which  is  not  expected  to  rapidly  grow  in 
upcoming years (2.7% CAGR anticipated - Figure 5-29). 

 
 
Singapore – MARKET ENTRY HANDBOOK 

Figure 5-29: Evolution and forecast of the chocolate confectionery market in 
Singapore, 2019-2029; total retail value EUR million 

Source: Euromonitor International: Packaged Food, 2024. 

Consumers 

Chocolate consumption in general is much lower in Singapore when compared to EU Member 
States, although it is largely in line with that of other Southeast Asian markets in per capita 
terms. Boxed assorted chocolates remain the more popular chocolate product offering in the 
market,  which  largely  appeals  to  affluent  and  premium  buyers,  including  high-income 
professionals  and  expatriates  who  tend  to  favour  artisanal  and  luxury  brands.  This  further 
helps to explain the high value of these products in relation to other chocolate confectionery 
products in the market. This consumer segment is also that which is most likely to purchase 
premium EU products; whether boxed assortments or other types. 

Overall,  the  largest  consumer  segment  would  be  middle-class  families  and  working 
professionals, who tend to favour well-known mass brands such as Cadbury chocolate, Kit 
Kat, etc. This group typically purchases chocolate for regular snacking or family sharing, with 
family households with children also purchasing them as a treat product. The corporate and 
gifting segment is also particularly significant in Singapore, where businesses, professionals, 
for  corporate  gifts,  client 
and 
appreciation,  and  festive  seasons  like  Chinese  New  Year  and  Christmas.  These  buyers 
prioritise premium assortments, including for example Swiss or Belgian pralines; and hence 
form an additional important segment for premium EU products. 

frequently  purchase  premium  chocolates 

individuals 

Certain  EU  products  may  also  garner  interest  among  segments  of  mid-income  Millennials. 
The  parts  of  this  demographic  which  are  well-travelled  and  sustainability-driven  may  be 
attracted to EU products bearing sustainability and fair-trade certifications. Consumers in this 
segment also exhibit a growing preference for dark chocolate, single-origin, and bean-to-bar 
experiences.  Finally,  there  are  niches  of  high-income  expatriates  who  specifically  look  for 
premium, traditional EU products; particularly around major festivals such as Christmas and 
Easter. 

 
 
Singapore – MARKET ENTRY HANDBOOK 

Drivers and method of consumption 

Some of the key drivers behind chocolate consumption in Singapore are related to the value 
placed on artisanal chocolates, which are often purchased by affluent consumers and used 
as a gifting item. This is a trend that EU chocolates can and have taken advantage of. While 
boxed assortments and seasonal chocolates are the main beneficiaries of this trend, some 
producers have offered premium pouches and bags. Given the important role that packaging 
plays during gifting occasions, products targeting this specific driver may incorporate suitable 
culturally relevant  elements  such  as:  the  colours  red  and  gold;  traditional  patterns;  suitable 
Chinese-language characters; and zodiac symbols. 

Premiumisation continues to influence the market, with premium chocolates such as boxed 
assorted chocolates emerging as the largest chocolate product in the market by total value in 
recent  years.  Singapore  also  has  a  snacking  culture  that  favours  the  consumption  of 
chocolates to an extent (even if biscuits/baked goods are typically the go-to snack product). 
Chocolates  that  benefit  from  this  cultural  aspect  include  smaller,  single-serving  packaged 
chocolate confectionery products.  

Chocolate is increasingly becoming a shared and social experience in Singapore. Gifting and 
entertaining  at  home  provide  natural  shared  experiences  for  chocolate  in  the  country;  but 
some retailers are now taking this further with chocolate tastings, pairings and storytelling-led 
menus. Tasting boxes are one way through which this consumption method can be seen. 

Lastly, the emergence of health-conscious chocolate consumption has led to the rise of dark 
chocolate, sugar-free varieties, and functional chocolates being incorporated into protein bars, 
granola, and healthy snack packs. 

Purchase criteria 

High  quality  and  branding  are  the  two  most  prominent  purchasing  criteria  for  chocolate 
confectionery  products.  Consumers  often  seek  out  high-quality  brands,  which  extend  to 
chocolates  that  have  been  exported  from  the  EU,  particularly  from  Belgium  or  Germany. 
Singaporean consumers have a long-held association of chocolate products as a luxury item, 
which brings with it general expectations that chocolate confectionery products will cost more 
per  unit  compared  to  the  two  other  main  snacking  product  categories  of  baked  goods  or 
biscuits. Budget chocolate products, however, from China and other regional markets have 
entered the Singaporean market in recent years as regional production continues to expand. 
Boxed  assorted  chocolates  are  expected  to  remain  the  largest  chocolate  confectionery 
product within the market in the short term, which suggests that premium chocolate and high 
quality  will  remain  key  purchasing  criteria.  Other  growing  criteria  include  the  increasing 
demand  for  low-sugar  chocolates  and  chocolates  in  small  unit  packaging  to  cater  to  rising 
health consciousness in the market. 

Chocolate confectionery on retailers’ shelves in Singapore 

While there are variations by product type, approximate retail price ranges for chocolate are: 

•  Economy: under SGD 10 (EUR 6.70) per 100g 

•  Mid-range: SGD 10 – 20 (EUR 6.70 to 13.40) per 100g 

•  Premium: SGD 20 – 40 (EUR 13.40 to 26.80) per 100g 

•  Super premium: above SGD 40 (EUR 26.80) per 100g 

 
Singapore – MARKET ENTRY HANDBOOK 

Above and below: parts of chocolate ranges in two different retailers. 

Imported products are strongly present on retailers’ shelves; particularly in categories like tablets and 
boxed  assortments.  Products  are  typically  organized  by  product  type  (e.g.  boxed  assortments, 
tablets, etc.). In some cases, different products will occupy different shelves and there may be some 
grouping by brand. It is more common for the premium and economy products to be around the eye 

 
 
 
Singapore – MARKET ENTRY HANDBOOK 

and  touch  levels  to  maximise  their  visibility,  with  mid-range  products  interestingly  more  likely  to 
occupy the high (stretch) or low (stoop) level shelves. 

Formats vary by category. 100g is the most common format for tablets, though it is possible to find 
some  larger  formats  (e.g.  125g,  170g,  220g  and  above)  as  well  as  some  slightly  smaller  formats 
(mainly 70g or 90g). Pouches and bags similarly are often sold in formats of around 100g, though 
there is a high level of popularity of smaller formats (45 grams and under) in this particular category. 
Boxed assortments generally come in 250g packages or larger.  

Above: part of the boxed assortment selection of a retailer. 

Promotions for chocolate are fairly common. Methods include: buy two and get one free; as well as 
price  discounts  of  different  levels.  That  said,  premium  products  are  much  less  likely  to  use  price 
discounting in order to avoid damaging their premium image. Seasonal packaging plays an important 
role in driving sales during festive periods. 

 
 
Singapore – MARKET ENTRY HANDBOOK 

Above: multi-buy offer on chocolate tablets. 

Pictures: © Agra CEAS / Euromonitor International, 2025. 

Recent market trends 

Some  of  the  more  major  recent  market  trends  that  continue  to  influence  the  chocolate 
confectionery market of Singapore include: 

•  Growing  health  and  wellness  focus:  Singaporean  consumers  are  increasingly 
prioritising  health  and  wellness  in  their  dietary  choices,  leading  to  a  demand  for 
healthier chocolate options. This includes products with reduced sugar content, higher 
cocoa percentages, keto chocolate and functional benefits such as added nutrients or 
probiotics. While the niches for these products remain quite small, they are growing at 
around 20% per year in volume terms. The market has seen a rise in dark chocolate 
offerings  and  products  with  health-related  claims,  catering  to  consumers  seeking 
indulgence without compromising their health goals. 

•  Premiumisation continues to drive total market retail growth: Premium chocolates 
remain popular in Singapore (particularly relative to other chocolate product offerings 
in  the  country)  as  their  association  with  luxury  continues  to  influence  consumers 
spending  habits,  particularly  for  consumers  seeking  gifting  items  around  Christmas 
and Chinese New Year. Consumers have also been noted to be more willing to pay a 
premium for chocolates that provide a novel experience, whether through the use of 
rare ingredients, artisanal production methods, or limited-edition releases. An increase 
in  single-origin  cocoa  can  be  considered  a  sub-trend  of  this  wider  premiumisation 
trend. 

 
 
Singapore – MARKET ENTRY HANDBOOK 

•  Ethical sourcing emerging as a growing consumer concern:  Ethical sourcing in 
Singapore's  chocolate  market  has  gained  significant  momentum,  reflecting  a  global 
shift towards sustainability and social responsibility. This approach ensures that cocoa 
is procured in a manner that supports fair labour practices, environmental stewardship, 
and  economic  fairness  for  farmers.  Notable  producers  that  have  adapted  to  this 
growing  concern  include  Fossa  Chocolate  (domestic  producer),  which  emphasises 
partnerships with producers engaged in agroforestry, cultivating cacao trees alongside 
native  flora  in  recent  years.  Another  example  includes  Olam  International  (also  a 
domestic  producer),  which  has  made  efforts  to  expand  its  traceability  for  the 
ingredients it uses in its chocolate offerings. These measures were further influenced 
by the EU Regulation on Deforestation-free Products (EUDR), which mandates that 
products such as cocoa must be deforestation-free and legally produced to be placed 
on the EU market. As the EU is the world’s largest cocoa importer and the EU is an 
important origin for the quality chocolates that Singapore imports, it is in the interest of 
Singaporean chocolate producers to align with this regulation also. 

•  Niche chocolates such as plant-based chocolates: Vegan chocolate confectionery 
has  grown rapidly  in recent  years,  with the  market  doubling  in volume terms  to  just 
under 70 tonnes over the period 2019-2024. Gluten and lactose-free chocolates have 
also grown significantly, though slightly more slowly in relative terms. The gluten-free 
markets  increased  by  just  over  50%  over  the  same  period,  to  reach  190  tonnes  in 
2024; while the lactose-free market reached just over 20 tonnes over the same period.  

• 

Interest  in  local  flavours:  There  has  been  growing  demand  for  Asian-flavoured 
chocolates, such as matcha, yuzu, sakura, and durian. This reflects the combination 
of an appetite for novelty and a more local identity in food choices. Local producers 
have benefited from this trend in particular, introducing flavours such as lychee rose, 
salted  egg  cereal,  Pandan  coconut  nasi  lemak, durian  truffles and  matcha  pralines. 
However,  some  foreign  producers  have  also  experimented  with  local  flavours  –  not 
just  for  the  Singaporean  market,  but  also  for  the  wider  Asian  market  –  with  these 
flavours typically being trialled during the launch of boutique collections around special 
events such as the New Year. 

5.7.3 Offer 

Domestic production 

Singapore’s domestic chocolate sector is virtually entirely reliant on the import of certain inputs 
for chocolate products, such as cocoa and sugar, which in turn limits the mass production of 
these products; however, a small artisanal and also niche chocolate production base exists 
within the country. The largest industrial chocolate factory in Singapore is currently operated 
by  Barry  Callebaut  (Swiss-Belgian  producer),  which  recently  expanded  the  site  to  cater  to 
growing regional demand. Another major producer within Singapore is Aalst Chocolate. Aalst 
Chocolate  is  notable  for  being  the  first  Singaporean  company  capable  of  producing  both 
chocolate couvertures and compounds and continues to produce chocolate within the country 
to this day. Indeed, Aalst is among the largest chocolate producers in Asia, and its products 
are in demand in regional markets as well, leading to the company exporting some substantial 
volumes.  As  mentioned  previously,  Olam  and  Fossa  Chocolate  are  also  producers  within 
Singapore, albeit at a more artisanal premium level. 

Imports and exports 

Singapore  is  a  substantial  net  exporter  of  chocolates.  2024  exports  exceeded  EUR  525m, 
compared to imports of just under EUR 250m. Whereas imports peaked in 2023 before falling 
back slightly in 2024, exports peaked in 2022 (Figure 5-30). 

 
Singapore – MARKET ENTRY HANDBOOK 

Figure 5-30: Trade balance (imports and exports) of chocolate confectionery in 
Singapore, 2020-24; EUR million 

n
o

i
l
l
i

m
R
U
E
e
u
a
V

l

300

200

100

0

-100

-200

-300

-400

-500

-600

I m p o r t s

2020

2021

2022

2023

2024

E x p o r t s

Source: Trade Map, International Trade Centre - https://www.trademap.org/  

Data for CN code 1806  

The  origins  of  imports  are  heavily  diversified.  Malaysia  is  the  largest  origin,  accounting  for 
around 15% of all imports. Italy, Switzerland, the USA and the UK each account for close to 
10%  (Italian  imports  were  EUR  26.5m  in  2024).  The  Netherlands  exported  EUR  19.4m  in 
2024; with other notable EU origins being Germany (EUR 12.8m), Poland (EUR 8.6m), France 
(EUR 7.9m) and Belgium (EUR 7.3m – see Figure 5-31). 

 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

Figure 5-31: Singaporean imports of chocolate confectionery by country, 2020-24; 
EUR million 

300

250

200

150

100

50

n
o

i
l
l
i

m
R
U
E
e
u
a
V

l

0
2020

Malaysia

2021

Italy

2022

2023

2024

Switzerland

United States of America

United Kingdom

Netherlands

Rest of the EU

Rest of the world

Source: Trade Map, International Trade Centre - https://www.trademap.org/  

Data for CN code 1806. 

Italian unit values have consistently been above the world average unit value. In 2024, imports 
of Italian origin were valued at EUR 11 422 per tonne compared to a world average of EUR 8 
544. At EUR 10 490 per tonne, German unit values were also above the world average. Dutch 
unit values were fractionally below the world average (Figure 5-32). 

 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

Figure 5-32: Unit value of Singaporean imports of chocolate confectionery for 
selected countries, 2020-24 (EUR per tonne) 

e
n
n
o
t

r
e
p
R
U
E
e
u
a
V

l

14 000

12 000

10 000

8 000

6 000

4 000

2 000

 0

2020

World

2021

Italy

2022

2023

2024

Netherlands

Germany

Source: Trade Map, International Trade Centre - https://www.trademap.org/  

Data for CN code 1806. 

EU GI products 

No chocolate GIs are protected in Singapore at present. 

Main competitors 

Compared  to  other  food  and  beverage  sectors,  the  domestic  production  of  chocolate 
confectionery  products  in  Singapore  domestically  provides  notable  competition  with  the 
country being home to many large producers who also impact the wider regional market which 
includes Aalst (largest producer), Fossa and Olam. Imports from the US, Malaysia and the UK 
are significant and provide further competition for EU chocolate confectionery products in the 
Singaporean market; with Switzerland also an important high quality import origin. 

5.7.4 Specific market entry requirements 

Market Access and Entry  

The customs procedures for importing foodstuffs are set out in section 4.2.1. A full list of the 
general  documentary  requirements  for  export  is  set  out  in  Table  4-1,  along  with  specific 
requirements by product category in Table 4-2. Requirements notably include: a registration 
of importers of processed food products and food appliances. 

 
 
 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

As set out in section 4.2, chocolate confectionery products in Singapore fall into the category 
of processed foods; and as such must comply with the Sale of Food Act. 

In terms of tariffs, currently, European chocolate and confectionery products are not subject 
to duties. 

Detailed information on import duties and Rules of Origin and customs procedures can be 
consulted on the European Commission website: 

Main page – select product, country of origin and destination country: 

https://trade.ec.europa.eu/access-to-markets/en/home 

Example link – general chocolate confectionery category (1806) from Germany to Singapore 

https://trade.ec.europa.eu/access-to-markets/en/search?product=1806&origin=DE&destination=SG 

Standards, SPS measures  

Nos 168 to 170 of the Food Regulations contain standards for different types of chocolate and 
chocolate confectionery. 

Labelling  

Generic  labelling  requirements  set  out  in  the  Food  Regulations  were  described  in  section 
4.2.3. Chocolate requires date marking (as also set out in section 4.2.3). 

5.7.5 Distribution  

Modern and traditional retailers are the main distribution channels for chocolate confectionery 
in Singapore. Although most confectionery is sold in supermarkets (which accounts for a share 
of  44%  of  the market), high-quality  chocolate  confectionery  products  in  particular  are often 
sold through special chocolate boutiques such as Godiva or Hello Chocolate. Those and other 
food specialist stores account for 16% of the retail value, as depicted in Figure 5-33. Retail e-
commerce is also a rapidly expanding distribution channel with a current share of around 8.5% 
of distribution. Finally, food service remains very much a niche for the distribution of chocolate 
in Singapore; around 70 tonnes, or just over 1% of all chocolate by volume is estimated to 
pass through food service; though the segment does skew towards a premium product, with 
top-end chefs particularly likely to request premium ingredients for their creations.  

 
Singapore – MARKET ENTRY HANDBOOK 

Figure 5-33: Distribution channel overview of chocolate confectionery in Singapore 
(2024); retail value 

Source: Euromonitor International: Packaged Food, 2024. 

5.7.6 Challenges for EU products 

The  growing  innovation  amongst  domestic  artisanal  chocolate  products  (incorporating 
regional  ingredient  flavourings  into  their  chocolate  offerings)  combined  with  the  general 
expansion  of  chocolate  production  in  the  region  is  increasingly  offering  competition  for  EU 
chocolate  producers  in  a  market  that  historically  has  leaned  heavily  on  EU  (and  Swiss) 
chocolates in regard to demand for premium chocolate offerings. Indeed, Singapore is now 
home to one of Asia’s largest chocolate producers (Aalst) as well as various smaller, more 
artisanal producers. While EU chocolates remain popular and are held in high regard in the 
market, the growing presence of regional and domestic chocolate offerings should be noted. 
Some retailers have started to raise the bar on traceability, plugging into the trend of increased 
interest in sustainability issues. While it is not yet the case that mainstream retailers insist on 
certain  sourcing  standards,  there  are  some  niche  premium  retailers  which  clearly  prioritise 
brands  that  are  Rainforest  Alliance-certified,  direct-trade,  or  able  to  demonstrate  full 
traceability and ethical sourcing. EU producers may also need to invest in their digital market 
tactics and offerings in the Singaporean markets as e-commerce is playing an ever-larger role 
in the chocolate sector of the country, with the sector being positioned towards the forefront 
of the e-commerce trend among food and beverage products. 

 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

Market Takeaway: Chocolate and confectionery 

Consumption: Premium chocolates are appreciated by the country’s significant affluent consumer base, 
although  middle-class  families  and  workers  remain  the  largest  overall  consumer  base  for  chocolate 
products. The overall market is maturing as total growth rates decline, but these nonetheless remain 
positive. There is an overall skew towards higher end products such as boxed assortments. 

Competition: Domestic production is among the key competition, with local company Aalst a notable 
producer, plus various smaller scale producers focused on quality products. Switzerland an import origin 
competitor at the quality end. The premium slant of the market has limited competition from historically 
more economy-focused exporters in the region, but this is beginning to change, and SE Asian countries 
are becoming notable origins. 

Distribution: Mostly off-trade in supermarkets or in special chocolate or confectionery boutiques. 

Challenges: Growing quality and innovation within the domestic and more consequently the regional 
market producers which may impact the premium chocolate space that the EU has previously largely 
dominated (along with Switzerland). Local producers may be better positioned to keep up to date with 
or take advantage of certain trends. 

Opportunities:  Key  events  in  the  calendar  year  led  to a  spike  in demand for  chocolate  confectionery 
products (particularly premium chocolates) such as Christmas and Chinese New Year, which should be 
marketed and anticipated accordingly by EU exporters. Niche products, health and sustainability. The e-
commerce space is also rapidly expanding in importance.  

 
 
 
Singapore – MARKET ENTRY HANDBOOK 

5.8  Beer 

5.8.1 SWOT analysis 

STRENGTHS (+) 

WEAKNESSES (-) 

▪  The  market  skews  heavily  towards  mid-
range  and  premium  products  with  the 
economy segment almost non-existent. 
▪  The  existence  of  major  beer  festivals 
demonstrates  the  interest  in  quality  beer  in 
Singapore  and  its  role  as  the  gateway  for 
such products to the wider region. 

▪  Growing interest in non-mainstream beers, 
as reflected by the growing craft market. 

▪  Low per capita consumption combined with a 
small population creates a small market. 
▪  Beer is expensive in Singapore – it is the 
5th  most  expensive  country  in  the  world  for 
beer – with knock on effects on the market.  
branding, 
efforts 
partnering  and  product  positioning  may 
be necessary to find a suitable niche in this 
crowded market. 

▪  Considerable 

in 

OPPORTUNITIES (+) 

THREATS (-) 

▪  Premiumisation 

trend,  with  at-home 
premium  beers  a  notable  segment  of  this 
trend with potential opportunities. 

▪  Sensory  packaging  combined  with  strong 
and  compelling  brand  stories  can  be 
effective. 

▪  Health  consciousness  is  boosting  low 
alcohol beers (typically in the 3-4% range); 
as well as low carb and alcohol-free beers to 
a lesser extent. 

▪  Significant  competition  from  successful 
domestic beer brands in Singapore – both 
large  brands  with  dominant  positions  and 
more recently local craft beer. 
In  some  cases,  access  to  some  on-trade 
distributors may be challenging. 

▪ 

▪  Various  multinationals  are  present  in  the 
market,  with  some  importing  in  substantial 
volumes from nearby countries. 

5.8.2 Consumption  

Evolution of consumption 

Lager is the largest segment of the beer market, with a value of just over EUR 1.8bn in 2023, 
dwarfing the other segments. The lager market has grown at just under 6% per year in recent 
years and is forecast to grow slightly more quickly at just over 6% per year until 2028. Dark 
beer is a distant second with a value of EUR 172m and stout third with a value of EUR 88m. 
Both  these  segments  have  grown  at  similar  rates  in  recent  years  –  around  7.5%  per  year. 
However, the outlook for dark beer is much more positive, with a forecast growth of just over 
10% per year until 2028. In comparison, stout is forecast to grow at just over half that rate. 
The non-alcoholic beer market is small – just EUR 9m – but also quite young - and is forecast 
to grow at over 10% per year in coming years (Figure 5-34). 

 
 
Singapore – MARKET ENTRY HANDBOOK 

Figure 5-34 : Evolution and forecast of the beer market in Singapore 2018-2028; value, 
EUR million 

Source: Euromonitor International: Alcoholic Drinks, 2024. 

Consumers 

Beer was first brought into Singapore by the British when under their rule in the 19th century. 
In the 1930s the commercial production of beer in Singapore began and it was during this time 
that the country’s largest domestic producer of beer, Tiger beer was founded.  

Despite the presence of such a large beer producer, the consumption of beer in Singapore, in 
per  capita  terms,  is  towards  the  lower  end  of  Asian  countries.  A  variety  of  strict  laws  in 
Singapore  such  as  the  Liquor  Control  (supply  and  consumption)  Act  of  2015  which  limits 
trading and consumption hours of beer reduces consumption. Singapore also has a population 
of Muslims of around 15% who traditionally abstain from alcohol consumption; and finally, the 
higher  education  levels  and  generally  negative  perceptions  of  alcohol  do  constrain 
consumption.  Nonetheless,  the  drink  does  remain  the  most  commonly  consumed  alcoholic 
beverage  in  the  country  and  hence  consumers  do  span  most  demographics,  with  the 
exception of the aforementioned Muslim contingent. Looking at notable segments: 

•  Younger  consumers  –  predominantly  Gen  Z  and  Millennial  males.  These  are 
increasingly  interested  in  imported  specialty  beers,  as  well  as  non-traditional  lighter 
and fresher options. There is a notable sub-segment of this group which is particularly 
interested  in  craft  beer, and  hence may show  a greater  openness  to  buying  unique 
imported beers. This sub-segment often enjoys attending specialised craft beer bars, 
beer festivals and beer tasting events. This segment is however characterised by lower 
incomes – though they may be willing to pay a premium for novelty. 

•  Consumers in the city centre (central region, southeastern segment) - are more likely 
to consume more premium beers and those imported from the EU. This part of the city 
state  comprises  a  large  number  of  people  with  even  higher  incomes  and  levels  of 
exposure to foreign cultures than the national average. Western expatriates, with their 
generally high levels of income, are a notable consumer sub-segment of this broader 
group. 

 
 
Singapore – MARKET ENTRY HANDBOOK 

Drivers and method of consumption 

While on-trade remains the dominant distribution channel / place of consumption, its relative 
importance has declined in recent years while off-trade sales have increased. Off-trade now 
accounts for almost 40% of sales by volume, up from 35% five years ago, with a segment of 
consumers increasingly drinking high quality beers at home for financial reasons. 

In view of the above, on-trade outlets are unsurprisingly a major driver of beer consumption in 
Singapore. It is estimated that there are around 650 bars in Singapore which offer consumers 
ample opportunities to purchase beer throughout the country and these provide a considerable 
driver. This includes ten bars rated among Asia’s top 50 bars in 2024. On top of that, there 
are in excess of 5 000 restaurants that provide further outlets.  

Furthermore, despite the low overall level of alcohol consumption in Singapore, the country 
hosts  an  annual  beer  festival  that  takes  place  named  Beerfest  Asia.  This  festival  began  in 
2008 and normally attracts in excess of 30 000 consumers. In 2023 – the first year that it re-
emerged after COVID – more than 600 brands were present at the festival with around 200 of 
these  being  new  brand  launches  in  Singapore.  Brewnanza  Fest  is  a  smaller  craft-focused 
alternative  – the  festival  is run  by the  local  craft  brewery  Brewlander  but  also featuring  the 
products of some 20 other local and international breweries, with a total of around 100 beers 
present at the festival. Such festivals and speciality beer events may offer good consumption 
occasions for non-mainstream imported beers. 

Looking at consumption occasions for beer more broadly, after work drinking and networking 
events have become increasingly common. Beer is particularly popular at office / after work 
gatherings among the over mid-high income over 30s due to the relatively low alcohol content. 
For expats and the segments of other ethnicities which socialise in expat circles, live sporting 
events  (often  from  Europe)  provide  notable  consumption  occasions  in  many  bars. 
Singaporeans may also drink to celebrate occasions, with Chinese New Year being one such 
example. Music and outdoor festivals are further consumption occasions, as in some cases 
are  meals.  It  should  be  remembered  that  the  humid  year-round  weather  favours  lighter, 
refreshing beverages such as beer; as does to an extent some of the country’s spicy food. 
Imported beer consumption spans more or less all these general consumption occasions. 

Purchase criteria 

Alcohol  is  expensive  in  Singapore,  with  Singapore  being  ranked  as  the  world’s  5th  most 
expensive nation to purchase a beer, only behind certain Arab countries and Australia. This 
creates a situation where it is difficult to find economy beer in Singapore – even mass-market 
domestically  produced  beer  can  largely  be  considered  a  mid-range  product  –  indeed,  in 
volume terms around 2/3 of all lager sold is mid-range; ¼ premium; and the small remainder 
is  economy.  To  an  extent  this  anomaly  is  offset  by  the  high-income  levels,  with  many 
consumers  willing  to  pay  more  for  products  which  are  premium  /  more  sophisticated.  This 
consumer segment may pay attention to / be attracted by packaging.  

However, in terms of packaging and branding, expectations of Singaporean consumers can 
be  high.  Packaging  which  attracts  attention  on  retailers’  shelves  may  have  limited 
effectiveness alone. A broader branding strategy which combines a compelling brand story, 
transmitting values and fitting with consumers’ preferences tends to boost brands. To this end, 
packaging  that  includes  visual  and  sensory  elements  may  be  effective.  Special  edition  or 
special event packaging (e.g. for Chinese New Year) may also be effective in the short term. 

There is a segment of young and wealthier consumers who pay attention to their health are 
more prone to purchasing a beer based on alcohol content. Indeed, some of these consumers 
are behind the rapid rise of alcohol-free beers. Others however simply prefer lower alcohol 
content, lower carb beers and/or beers which they perceive as lighter or fresher. 

 
Singapore – MARKET ENTRY HANDBOOK 

Beer on retailers’ shelves in Singapore 

Approximate retail price ranges for beer are: 

•  Economy: under SGD 15 (EUR 10) per 500ml 

•  Mid-range: SGD 15 to 25 (EUR 10 to 16.75) per 500ml   

•  Premium: above SGD 25 (EUR 16.75) per 500ml, with super premium generally starting at 

SGD 30 (EUR 20) 

While local brands have prominent positions in the market, there is a very heavy presence of imported 
products. Beer tends to be arranged firstly by type and secondly by brand, with imported beer often 
kept separate from domestic brands. The sale of beer chilled is common.  Premium and  imported 
products may have dedicated shelves or refrigerators.  

Above: beer selection in a large retailer. Below: end of shelf special offer display, with wider beer 
range behind. 

 
 
Singapore – MARKET ENTRY HANDBOOK 

In terms of packaging, glass bottles tend to be more popular than cans. 330ml and 500ml formats 
are almost equally popular and dominate the market as a whole; though a few other formats can be 
found. Mid-range and premium products are slightly more likely to use the 330ml format rather than 
the 500ml format. Products are sometimes sold in multi-packs. 

 
 
Singapore – MARKET ENTRY HANDBOOK 

Above: refrigerated selection of beers. Below: a small part of the imported beer range. Glass bottles 
are common and multipacks are on offer. 

 
 
Singapore – MARKET ENTRY HANDBOOK 

+ 

There may be occasional volume promotions for beer (e.g. lower price if two or more products  are 
bought). However, for more premium products, promotional strategies are likely to focus on discovery 
– with in-store sampling the most common form. Curated multi-pack / multi-buy offers are another 
method used. Some producers invest in point-of-sale branding such as customised shelving, branded 
fridges,  and  QR  codes  linking  to  product  stories  or  food  pairing  guides.  Outside  the  retail 
environment, experiential promotions such as beer-pairing dinners or pop-up events are increasingly 
popular among premium beer brands. 

Pictures: © Agra CEAS / Euromonitor International, 2025. 

Recent market trends 

In general terms, the beer market has stopped growing over the last couple of years in volume 
terms,  with growth  only occurring  in  value terms;  and  it  is  fairly  likely  that this  situation  will 
continue into the near future. Against this background, notable recent trends include: 

•  The continued emergence of craft and artisanal beers. The craft segment is on a 
medium-term upward trend, with craft ales in particular proving popular. In 2023 craft 
beers accounted for over 3% of the market by volume; roughly double the share they 

 
Singapore – MARKET ENTRY HANDBOOK 

held five years prior. The emergence of the aforementioned craft-focused Brewnanza 
Fest is a reflection of the evolution of craft beers. There have been one or two cases 
of  smaller  EU  exporters  partnering  with  local  microbreweries  both  to  have  the 
connection to the local craft segment, and to better understand local preferences. 

•  Premiumisation and premium at-home drinking. There is a broader premiumisation 
trend going on in the beer market, with many consumers opting to drink low quantities 
but  better-quality  beer  (“less  but  better”),  in  both  on-trade  and  off-trade  channels. 
Various  players  in  the  market  have  tried  to  plug  into  this  by  adjusting  their  product 
and/or branding. A notable sub-trend of this, which was touched on above, is that of 
the at-home consumption of high-quality beers. This is being used by some consumers 
as  a way  of tackling  inflationary  pressures.  Some  players  have specifically  targeted 
this segment by offering packaging formats which enable home-poured beers or in-
package consumed beers to mimic high quality draught beer. Corresponding attractive 
packaging  is  also  often  a  feature  of  these  products  as  well.  This  broader 
premiumisation  trend  is  once  which  could  be  of  particular  interest  to  EU  exporters 
against the volume stagnation background set out above; though it is likely to require 
the combination of: a unique selling proposition that can be emphasized (e.g. emphasis 
on  heritage,  unique  flavours,  limited-edition  brews,  seasonal  variations);  targeted 
marketing and branding (potentially through selected influencers or through carefully 
chosen  beer  festivals,  bars  and/or  restaurants);  training  and  education  of  on-trade 
partners so they can emphasize the unique characteristics of the beer (potentially with 
branded promotional material); and good local partners. 

•  The  impacts  of  health  trends.  It  was  seen  earlier  that  the  non-alcohol  market  is 
forecast  to  grow  rapidly  in  the  coming  years.  However,  this  market  is  very  small 
compared to that for other beers. Indeed, arguably the more prominent health-focused 
trend of late is that of a preference for lighter, fresher easier to drink, lower ABV beers 
– often with the incorporation of flavours. Some large players have recently introduced 
reduced  alcohol  content  versions  of  their  flagship  beers  –  this  is  despite  already 
offering alcohol free versions of the same. This points to some interest in the market 
for beers with under 6% alcohol, and more commonly in the 3.5 to 4% range. Low carb 
beer is a parallel related trend, albeit less prominent at present. 

•  Packaging  innovation.  The  importance  of  packaging  as  a  purchase  criterion  was 
touched  on  in  the  previous  section.  Various  players  have  recently  launched  new 
packaging  formats,  focusing  on  the  overall  sensory  experience.  Special  edition 
packaging is another trend seen among some producers. 

5.8.3 Offer 

Domestic production 

Beer  is  one  of  the  agri-food  sectors  with  significant  domestic  production.  The  country  is 
estimated to produce just under 200 000 metric tonnes; and as will be seen in the next section, 
the  country’s  imports  and  exports  are  almost  in balance.  A  significant  part  of this  domestic 
production  is  world  renowned  Singaporean  beer  Tiger.  While  originally  conceived  and  still 
brewed  in  Singapore,  is ultimately  now  owned  by the multinational  Heineken,  with the  now 
brewed in around 15 countries in addition to its Singapore. The beer holds just under a 20% 
share of the domestic market. Another notable local brewer and brand is Anchor, which like 
Tiger dates back to the 1930s. Originally owned by the Archipelago Brewing Company, it is 
also  now  ultimately  a  Heineken  brand  and  remains  among  the  top  five  most  popular  beer 

 
Singapore – MARKET ENTRY HANDBOOK 

brands  in  Singapore.  More  recently,  a  number  of  microbreweries  and  craft  breweries  have 
started producing beer in the country.54 

Imports and exports 

Singapore  is  a  marginal  net  exporter  of  beer.  2024  imports  were  EUR  108m  compared  to 
exports  of  EUR  85m.  Unlike  other  alcoholic  beverage  markets,  exports  are  dominated  by 
domestic production rather than re-exports. Exports have been around the EUR 100m level in 
most recent years, and exports around the EUR 80m level (Figure 5-35). 

Figure 5-35: Trade balance (imports and exports) of beer in Singapore, 2020-24; EUR 
million  

n
o

i
l
l
i

m
R
U
E
e
u
a
V

l

150

100

50

0

-50

-100

-150

I m p o r t s

2020

2021

2022

2023

2024

E x p o r t s

Source: Trade Map, International Trade Centre - https://www.trademap.org/  

Data for CN code 2203. 

The  origins  of  imports  are  varied.  Vietnam,  Malaysia,  Mexico  and  China  are  the  leading 
origins, accounting for above EUR 10m of imports. With exports of EUR 8.6m, Ireland is the 
biggest  EU  origin.  The Netherlands,  Belgium  and Germany  are  next  –  each  accounting for 
around EUR 4m of imports. Other more minor origins are led by Estonia (EUR 1.7m – see 
Figure 5-36). 

54  Euromonitor  International:  Alcoholic  drinks  (2024);  https://biblioasia.nlb.gov.sg/history/2024/4/beer-brewing-production-
brewery-singapore/#:~:text=Beer%20production%20in%20Singapore%20is,been%20doing%20so%20for%20decades.  

 
 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

Figure 5-36: Singaporean imports of beer by country, 2020-24; EUR million 

120

100

80

60

40

20

n
o

i
l
l
i

m
R
U
E
e
u
a
V

l

0
2020

2021

2022

2023

2024

Viet Nam

Malaysia

Mexico

China

Ireland

Rest of the EU

Rest of the world

Source: Trade Map, International Trade Centre - https://www.trademap.org/  

Data for CN code 2203. 

In most recent years, the unit value of major EU origins is well above the world average. In 
2024, while Irish, Dutch and Belgian beers had unit values above EUR 1 400 per m3 (about 
40% above the world average), at EUR 1023 German beer unit values fell slightly below the 
world average (Figure 5-37). 

 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

Figure 5-37: Unit value of Singaporean imports of beer for selected EU countries, 
2020-24 (EUR per m3) 

3
M

r
e
P
R
U
E
e
u
a
V

l

1,600

1,400

1,200

1,000

800

600

400

200

0

2020

2021

2022

2023

2024

World

Ireland

Netherlands

Germany

Belgium

Source: Trade Map, International Trade Centre - https://www.trademap.org/  

Data for CN code 2203. 

Main competitors 

Domestic production and brands provide a notable competitor. Beer is one of the agri-food 
sectors where domestic production is significant. Multinational Heineken now owns two of the 
most popular historical Singaporean beer brands, Tiger and Anchor; and overall, the company 
holds about 40% of the market. Multinational Carlsberg also has a notable presence offering 
various of its renowned international brands and holding about 20% of the market as a result; 
however, the company is understood to not have production facilities in the country. Various 
other  multinationals  such  as  AB  Inbev,  Tsingtao  and  Diageo  also  hold  more  minor  market 
shares.  However,  there  is  a  long  tail  of  smaller  operations,  including  local  micro  and  craft 
breweries, which between them share around 15% of the market. Indeed, the emergence of 
the  local  craft  brewing  fair  Brewnanza  is  a  reflection  of  the  importance  of  micro  and  craft 
breweries.  

The  growth  of  beer  production  in  neighbouring  countries  also  presents  a  challenge  to  EU 
producers which leads to a situation where three major EU beer-exporting countries – Ireland, 
Belgium and the Netherlands - come quite far behind Malaysia and Vietnam in beer exports 
to Singapore. While interest in imported beers is increasing – a good sign for importers – some 
of  the  larger  companies  are  using  strong  marketing  campaigns  and  introducing  ranges  of 
products  to  try  and  capture  the  market  –  providing  potentially  stiff  competition  to  smaller 
producers of imported beer.  

 
 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

5.8.4 Specific market entry requirements 

Market Access and Entry  

The customs procedures for importing foodstuffs are set out in section 4.2.1. A full list of the 
general  documentary  requirements  for  export  is  set  out  in  Table  4-1,  along  with  specific 
requirements by product category in Table 4-2. Requirements notably include: a registration 
of importers of processed food products and food appliances. 

As set out in section 4.2, beer in Singapore falls into the category of processed foods; and as 
such must comply with the Sale of Food Act. 

In terms of tariffs, currently, European beer products are subject to not duties. 

Detailed information on import duties and Rules of Origin and customs procedures can be 
consulted on the European Commission website: 

Main page – select product, country of origin and destination country: 

https://trade.ec.europa.eu/access-to-markets/en/home 

Example link – general beer category (2203) from Belgium to Singapore 

https://trade.ec.europa.eu/access-to-markets/en/search?product=2203&origin=BE&destination=SG  

Standards, SPS measures  

No 186 of the Food Regulations contain standards for beers. 

Labelling  

Generic  labelling  requirements  set  out  in  the  Food  Regulations  were  described  in  section 
4.2.3. 

5.8.5 Distribution  

While on-trade has been falling in importance in Singapore in recent years, it still accounts for 
some 60% of all beer sales by volume. Retail channels for the remaining 40% are displayed 
in Figure 5-38. Close to 70% of these retail sales occur through supermarkets, with a further 
13% occurring through hypermarkets and 7% through convenience retail, meaning that these 
three channels combined (“modern retailers”) account for roughly 90% of retail beer sales. E-
commerce sales of beer do exist, but at just 2.2% of retail sales lag the level of development 
seen in some other categories.  

 
Singapore – MARKET ENTRY HANDBOOK 

Figure 5-38: Distribution channel overview of beer in Singapore (2023); off-trade 
volume 

Source: Euromonitor International: Alcoholic Drinks, 2024. 

5.8.6 Challenges for EU products 

EU exporters face a few challenges in the market. Firstly, beer consumption in volume terms 
is  not  substantial,  with  one  of  the  lower  per  capita  rates  in  Asia  combined  with  a  small 
population limiting  the  market  in various  ways. Indeed,  there are  various factors  that  place 
brakes  on  consumption,  including  the  demographic  profile  of  the  country  and  government 
policies  to  limit  alcohol  consumption  in  the  country.  Secondly,  beer  is  one  of  the  agri-food 
product categories where there is clear competition from domestic products; both brands with 
long histories in the country such as Tiger and Anchor, and more recent products from micro 
and craft breweries. A further potential challenge of the competitive environment comes from 
reports  that  some  on-trade  establishments  may  have  exclusive  contracts  with  certain  beer 
companies,  making  it  tougher  for  new  entrants  (smaller  ones  in  particular)  –  this  includes 
imported  products.  The  structure  of  the  market  further  provides  challenges  but  also 
opportunities – the market is heavily weighted towards the mid-range and premium segments 
meaning  that  EU  products  will  directly  compete  with  domestic  ones,  but  also  meaning  the 
segment that they address is not necessarily niche unlike in many other markets.  

 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

Market Takeaway: Beer 

Consumption: Singapore has one of the lowest consumption per capita rates of beer in Asia. The market 
is focused almost entirely on mid-level and premium products.  

Competition: The history of domestic beer production with the brands Tiger and Anchor is particularly 
notable. Domestic production remains important, not only for these brands but also for other brands 
from micro and craft breweries. Various multinationals on the market and beers produced nearby from 
Malaysia and Vietnam provide additional competition. 

Distribution: Mainly on-trade (60% of volume), though retail has been growing more quickly, though 
retail sales after 10:30 pm are not permitted. Supermarkets dominate retail distribution.  

Challenges: Small market; rarity for agri-food products of substantial domestic competition, which due 
to the market structure tends to target the same segment as imported products. 

Opportunities: A consumer base with a high income that skews heavily towards mid-range and premium 
products. This is further accentuated by an ongoing premiumisation trend, notably in the case of home 
drinking. Low alcohol beers. 

 
 
 
Singapore – MARKET ENTRY HANDBOOK 

5.9  Processed meat 

5.9.1 SWOT analysis 

STRENGTHS (+) 

WEAKNESSES (-) 

▪  The processed meat market as a whole has 
grown rapidly in recent years (2019-2024). 
▪  Growing  population  of  young  workers 
from  abroad  who  tend  to  favour  convenient 
products such as processed meats. 

▪  Multi-layered growth of the on-trade service 
sector for establishments offering processed 
meat products.  

▪  Continuous  clear  preference  for  fresh 

meat products in the market. 

▪  Certain EU member states do not have any 
Halal-certification 
are 
recognised by the appropriate authorities in 
Singapore (MUIS). 
▪  Growing  appreciation 

for  plant-based 
dietary practices and the flexitarian lifestyle. 

bodies 

that 

OPPORTUNITIES (+) 

THREATS (-) 

▪  Competition from regional markets. 
▪  Overall  market  is  projected  to  see  a 
slowdown in total growth rates suggesting 
that  the  market  is  entering  maturity  which 
may threaten long term growth targets.  

▪  Growing demand for premium processed 
meats  which  are  often  associated  with  EU 
processed meat exports. 

▪  Corporate  culture  of  Singapore  acts  as  a 
driver for processed meat, with charcuterie 
meats often being presented at conferences 
or  paired  with  wine  and  cheese  during 
major corporate events. 

5.9.2 Consumption 

Evolution of consumption 

In 2024 the processed meat sector in Singapore had a retail value of EUR 170 million. The 
sector is heavily influenced by frozen processed meats which have a retail value of around 
EUR 115 million and account for close to 68% of the total retail value of the sector. Chilled 
processed meats have a retail value of around EUR 44 million (26%) while shelf stable meat 
have retail value of around EUR 10 million (6%).  

The market has been rapidly growing in recent years, with frozen processed meats leading 
the way with a total CAGR of 10% between 2019-2024, followed by chilled processed meats 
(CAGR  8.5%)  and  shelf-stable  meat  (CAGR  7.5%).  Going  forward,  the  overall  market  is 
expected  to  see  a  slowdown  in  growth  rates,  although  overall  relative  growth  rates  are 
anticipated to remain at a healthy CAGR of 6% for frozen processed meat products, 5% for 
chilled processed meats, and 3% for shelf-stable meats. This forecasted period is set between 
2025-2029, as outlined in (Figure 5-39). 

 
Singapore – MARKET ENTRY HANDBOOK 

Figure 5-39: Evolution and forecast of the processed meat market in Singapore, 2019-
2029; retail value EUR million 

Source: Euromonitor International: Packaged Food, 2024. 

Consumers 

Processed meats—such as ham, sausages, bacon, luncheon meat, and ready-to-eat cold cuts 
—  are  widely  consumed  in  Singapore.  The  country’s  fast-paced  urban  lifestyle  makes 
processed meat a staple for busy professionals, families, and students who seek quick and 
easy meal solutions. Products range from Western-style deli meats to Asian favourites like lap 
cheong  (Chinese  sausage),  bak  kwa  (grilled  meat  slices),  and  spam-like  canned  meats, 
catering to a diverse consumer base. Some of the key consumer groups for processed meats 
in the country include:  

•  Working professionals: In Singapore’s fast-paced work culture, young professionals 
and  busy  working  adults  often  have  limited  time  for  meal  preparation,  making 
convenience  a  top  priority.  Many  rely  on  processed  meats  such  as  pre-cooked 
sausages, ham, and marinated meats as quick meal solutions for breakfast, packed 
lunches, or late-night dinners. Amongst this consumer group, those who earn above 
average  per  capita  tend  to  be  more  likely  to  seek  out  healthier,  additive-free,  or 
gourmet options such as nitrate-free ham or organic sausages. 

•  Families  with  children:  Families  in  Singapore,  especially  those  with  school-going 
children, are key consumers of processed meats due to their need for quick, easy-to-
prepare meal options. Parents often buy products such as chicken nuggets, hot dogs, 
ham, and bacon for breakfast, lunchboxes, or simple dinner meals that are easier to 
prepare;  in  this  sense,  consumption  trends  also  mirror  Western  norms.  Health-
conscious  parents  in affluent  areas  such as  Bukit  Timah  and Novena,  among other 
areas, may opt for leaner, nitrate-free options from speciality stores or organic retailers. 

•  Older  adults:  Older  Singaporeans,  including  retirees  from  abroad,  tend  to  have 
traditional food preferences and are a notable consumer group for certain processed 
meats. This group commonly purchases Chinese-style processed meats such as lap 
cheong  (Chinese  sausage),  bak  kwa  (barbecued  meat  slices),  and  pork  floss  from 
long-established brands like Bee Cheng Hiang and Lim Chee Guan, especially during 

 
 
Singapore – MARKET ENTRY HANDBOOK 

festive  seasons.  Additionally,  luncheon  meat  remains a staple in many households, 
often used in classic dishes like fried rice or instant noodles. 

Overall, in Singapore, there is a clear preference for fresh meat options, with the processed 
meat  sector  being  largely  influenced  by  frozen  processed  meats  that  can  be  stored  by 
consumers for a prolonged period as a ready-to-eat (RTE) option. Chilled processed meats 
such as hot dogs or bacon are also quite popular in the country however health consciousness 
fears  amongst  the  population  are  influencing  total  demand  as outlined further  in  the  below 
section. 

Drivers and method of consumption 

Key drivers behind the recent growth of processed meat product consumption in Singapore 
include:  

•  Convenience  and  time-saving  factor:  Singapore’s  fast-paced  urban  lifestyle  and 
long working hours (43.3 hours average work week) make convenience a top priority 
for many consumers. Processed meats, particularly frozen and ready-to-eat options, 
require minimal preparation, making them ideal for quick meals. Products such as ham, 
sausages, bacon, and marinated meats are frequently used in breakfast, sandwiches, 
and stir-fries, catering to working adults, students, and busy families. The availability 
of  pre-sliced,  pre-marinated,  and  frozen  processed  meats  further  enhances  their 
appeal in households and food service sectors. This has emerged as one of the key 
drivers in the market in recent years and will likely be a key factor behind any future 
potential growth in this sector. 

• 

Influence  of  Western  and  wider  Asian  culinary  trends:  Singapore’s  multicultural 
food scene has contributed to the popularity of processed meats, which feature in both 
Western  and  Asian  cuisines.  Western  influences  have  increased  demand  for  deli 
meats, smoked sausages, and premium bacon, often used in café-style brunches and 
gourmet  sandwiches.  Meanwhile,  Asian-style  processed  meats  such  as  lap  cheong 
(Chinese sausage) and bak kwa (grilled meat slices) remain popular, especially during 
Chinese New Year and other festive periods. The rise of Korean and Japanese food 
trends has also boosted demand for products like Korean-style marinated meats and 
Japanese sausages. 

•  Multi-layered  growth  of  the  food  service  sector:  The  Singaporean  food  service 
sector has seen a notable expansion in recent years, which ranges from the expansion 
of high-end restaurants in the country to American-styled “fast-food” restaurants.55 This 
growth  acts  as  a  key  driver  behind  processed  meat  consumption  in the  country,  as 
food-service outlets will often prioritise the use of processed meats due to their long 
storage  capacity.  There  are  also  several  themed  restaurants  in  Singapore  that  are 
inspired by the culinary offerings of EU member states, such as French restaurants, 
Italian  restaurants,  and  Spanish  restaurants.  These  outlets  quite  often  will  offer 
processed  meats  of  an  EU  origin,  such  as  chorizo,  salami,  and  French  charcuterie 
cured meats. 

In terms of method of consumption, for breakfast, many households incorporate ham, bacon, 
or sausages with eggs and toast into their breakfast meals (similar consumption pattern to the 
west). For lunch and dinner meals, processed meats like sausages, ham, and smoked meats 

55 Chick-fil-A to enter Asia in 2025 with first restaurant in Singapore, Chick-Fil-A ,Available at https://www.chick-fil-a.com/press-
room/2024/10/announcing-expansion-in-singapore  

 
 
Singapore – MARKET ENTRY HANDBOOK 

are commonly used in fried rice, pasta, and noodle dishes such as luncheon meat fried rice, 
carbonara with bacon, or instant noodles topped with spam.  

Purchase criteria 

Consumers of processed meat in Singapore tend to have several considerations behind their 
motivation  to  purchase  processed  meat,  which  extend  to  the  ease  of  preparation  and 
convenience; the latter of which is a key overall driver behind the sector as a whole. Ready-
to-eat  options  like  sliced  turkey,  canned  luncheon  meat,  and  smoked  salmon  (fish)  are 
especially  popular  for sandwiches,  salads,  or  simple rice dishes.  The  rise of  single-portion, 
grab-and-go  packaging  has  further  fuelled  demand  and  acts  as  a  key  purchasing 
consideration. As health consciousness rises in Singapore, many consumers are becoming 
more mindful of the ingredients in processed meats. Increasing awareness of high sodium, 
preservatives, and saturated fats has led to a demand for healthier options such as low-sodium 
ham  and  nitrate-free  bacon.  Additionally,  high-protein  and  keto-friendly  processed  meats—
such as grass-fed beef sausages or sugar-free deli meats—have gained traction among gym-
goers, fitness enthusiasts, and individuals on special diets. The demand for organic, antibiotic-
free, and hormone-free processed meats is also growing, particularly among expatriates and 
affluent locals. 

Recent market trends 

The  market  for  processed  meats  has  grown  at  a  rapid  rate  in  recent  years  (each  major 
processed meat product category of note grew by a CAGR of 7%+ between 2019-2024), this 
has been aided and influenced by the following recent market trends:  

•  Expansion of frozen and ready to cook processed meats: The demand for frozen 
and  ready-to-cook  processed  meats  has  surged,  particularly  since  the  COVID-19 
pandemic,  when  more  Singaporeans  began  cooking  at  home.  Frozen  processed 
meats like pre-marinated chicken, pre-cooked sausages, meatballs, and burger patties 
have  seen  strong  sales  growth.  Air-fryer-friendly  and  microwavable  options  are 
particularly popular, aligning with the rise of air fryer usage in Singaporean households. 

•  Growing  popularity  of  international  and  fusion  styled  processed  meats: 
Singapore’s diverse culinary landscape has driven demand for internationally inspired 
processed  meats,  especially  those  from  Korea,  Japan,  and Western  countries.  The 
rise of Korean and Japanese food culture has led to increased sales of Korean-style 
sausages, marinated bulgogi beef, Japanese pork sausages, and shabu-shabu meats. 
Additionally, fusion-style processed meats—such as spicy mala-flavoured sausages, 
teriyaki  ham,  and  Thai-inspired  marinated  meats—are  also  gaining  popularity, 
particularly  among  younger  consumers  who  are  open  to  experimental  flavours  and 
global food trends. 

• 

Increasing premiumisation trend and demand for artisanal processed meats: As 
Singapore has a significant population of affluent consumers and expatriates, there is 
growing  demand  for  premium  and  gourmet  charcuterie,  often  processed  meat 
products,  as  consumers  are  increasingly  curating  their  own  charcuterie  boards  for 
home gatherings, wine pairings, and festive occasions, which has driven sales of aged 
salamis, prosciutto, and premium pâtés. This trend aligns with the broader movement 
towards experiential and social dining at home, where consumers look beyond basic 
meal  preparation  and  focus  on  high-quality  ingredients  that  elevate  the  eating 
experience. 

Finally, it is important to note Singapore has become a hub for alternative proteins and plant-
based meats, driven by a strong government push for food security and sustainability. With 
initiatives like Singapore’s “30 by 30” food self-sufficiency goal, there is an increasing focus 

 
Singapore – MARKET ENTRY HANDBOOK 

on lab-grown, plant-based, and hybrid meat products; these each will play a role in influencing 
the processed meat sector to an extent and should be considered. 

5.9.3 Offer 

Domestic production 

Singapore has an extremely limited processed meat production base; virtually any meat that 
ends up being processed in the country is imported raw from abroad by certain generally small 
players (in the global processed meat context). Thai multinational Betagro, which produces 
processed sausages, ham, and marinated meats and stands as one of the largest producers 
in Singapore’s small, processed meat sector. Other smaller players include OJJ Foods Pte 
Ltd, Ellaziq (specialises in halal-processed meats), and Lim Kee Food Manufacturing (focuses 
on  Chinese-styled/themed  processed  meat  products).  Overall,  domestic  production  is 
extremely limited and subject to a wide number of international variables, as raw meat needs 
to  be  imported  from  abroad,  which  exposes  the  players  that  are  operating  in  Singapore  to 
international production trends outside of the control of their government. 

Imports and exports 

Singapore is a substantial net importer of processed meat. 2024 imports reached EUR 244m, 
above the previous 2022 peak of EUR 241m. In contrast, exports were just EUR 15.6m, having 
been slightly above this level for most of the preceding four years (Figure 5-40).  

Figure 5-40: Trade balance (imports and exports) of processed meat in Singapore, 
2020-24; EUR million 

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Source: Trade Map, International Trade Centre - https://www.trademap.org/  

Data for CN codes 0210, 1601 and 1602 

 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

Thailand  is  the  dominant  origin  of  imports,  accounting  for  over  half  of  Singapore’s  2024 
imports. Malaysia and China follow, each with around EUR 30m (a share of a bit under 15%). 
The  EU  combined  accounts  for  EUR  19m  of  imports,  with  the  major  origins  being  the 
Netherlands,  Denmark,  Italy,  Germany  and  France  (each  accounting  for  between  EUR  3m 
and 4m of imports – see Figure 5-41). 

Figure 5-41: Singaporean imports of processed meat by country, 2020-24; EUR million 

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Source: Trade Map, International Trade Centre - https://www.trademap.org/  

Data for CN codes 0210, 1601 and 1602. 

EU GI products 

Several processed meat GIs were listed for protection under the EUSFTA, though not all of 
these have currently completed registration. GIs which have completed registration at the time 
of writing include: 

•  Germany: Nürnberger Bratwürste / Nürnberger Rostbratwürste 

•  Spain: Jabugo 

•  France:  Canards  à  foie  gras  du  Sud-Ouest  (Chalosse,  Gascogne,  Gers,  Landes, 

Périgord, Quercy), Jambon de Bayonne  

• 

Italy:  Cotechino  Modena,  Zampone  Modena,  Bresaola  della  Valtellina,  Mortadella 
Bologna, Prosciutto di Parma, Prosciutto di San. Daniele, Prosciutto Toscano 

•  Hungary : Szegedi téliszalámi / Szegedi szalámi 

 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

Main competitors 

Main  competitors  are mainly  from the  Asian region  such  as  Thailand, Malaysia and China. 
Moreover, the US is also exporting a lot of processed meat to Singapore. However, the city-
state does not have its own major processed meat production and therefore is not a notable 
competitor.  

5.9.4 Specific market entry requirements 

Market Access and Entry  

The customs procedures for importing foodstuffs are set out in section 4.2.1. A full list of the 
general documentary requirements for export is set out in Table 4-1, along with requirements 
by product category in Table 4-2. Requirements notably include: a registration of foreign meat 
exporters; a licence to import meat and fish products; and a veterinary health certificate for 
animal products. 

As set out in section 4.2, processed meat in Singapore falls into the category of meat products; 
and as such must comply with the Sale of Food Act and the Wholesome Meat and Fish Act. 

Furthermore,  countries  must  be  approved  before  meat  products  can  be  exported.  A  list  of 
accredited countries by product at the time of writing can be found on the following website: 

https://www.sfa.gov.sg/docs/default-source/food-import-and-
export/list_of_approved_countries_regions.pdf  

Please note that the situation can change, and hence either the most recent version should 
be checked, or the ministry of agriculture in your Member State consulted.  

The EU-Singapore FTA introduced the concept of prelisting to try and simplify the process for 
overseas establishments from approved Member States to obtain access to the Singaporean 
market. However, in practice three systems with regards to establishment authorisation exist, 
with the system in place varying between member state / product. 

•  For some member states and products which were approved a long time ago, there 
are  no  requirements  for  further  authorisation  of  establishment  (these  cases  are 
limited). 

•  For many member states and products, the prelisting system, in line with the concept 
introduced by the FTA, applies (i.e. national competent authority provides updates to 
the lists of establishments and the Singaporean authorities have a short set timeframe 
to respond, after which the establishment is automatically approved). 

•  For certain member states and products, establishments still need to pass through a 
documentary inspection before being authorised (and in very few cases, inspection as 
well). 

While it should be emphasized that the situation does vary between Member States / products, 
there  is  an  increasing  tendency  towards  the  use  of  the  prelisting  system.  For  new 
establishments, a good starting point in all cases is to contact the competent authority of the 
member state. They should be able to advise on the system in place; in the case of prelisting 
or application, they will be the body responsible for introducing new requests. 

Some useful sources relating to the establishment accreditation process can be found below 
(also mentioned in section 4.2.1): 

•  Searchable  database  of  approved  establishment:  https://www.sfa.gov.sg/tools-and-

resources/accreditation-database-for-overseas-sources  

•  Application form for slaughterhouses / cutting plants  

 
Singapore – MARKET ENTRY HANDBOOK 

•  Application form for canning / processing plants 

Detailed information on import duties and Rules of Origin and customs procedures can be 
consulted on the European Commission website: 

Main page – select product, country of origin and destination country: 

https://trade.ec.europa.eu/access-to-markets/en/home 

Example link – CN code 0210 from Spain to Singapore 

https://trade.ec.europa.eu/access-to-markets/en/search?product=0210&origin=ES&destination=SG  

Standards, SPS measures  

There are a couple of sanitary challenges that EU exporters should be aware of: 

•  Regionalisation:  in  principle,  regionalisation  is  accepted  by  Singapore;  and  many 
member  states  have  now  negotiated  a  bilateral  arrangement  on  regionalisation  for 
avian influenza and/or African swine fever. That said, there are some specific cases 
where there are no regionalisation agreements in place (for example, avian influenza 
in Belgium and foot and mouth disease in Germany at the time of writing) as well as 
heat  treatment  requirements  in  some  cases.  More  information  can  be  found  on  the 
SFA  website  (link  above  for  approved  countries;  and  this  list  for  avian  influenza 
https://www.sfa.gov.sg/docs/default-source/tools-and-resources/resources-for-
businesses/list-of-countries-and-regions-suspended-for-hpai.pdf).  There  is  ongoing 
work from the European Commission to have regionalisation accepted for the whole 
EU (rather than on a Member State basis). 

•  Born/raised/slaughtered: historically, Singapore effectively only accepts meat from 
animals which are born, raised and slaughtered in the same country. However, there 
has been considerable progress on this over recent years, and there are now flexible 
arrangement  for  several  member  states.  It  is  advisable  to  check  with  the  national 
competent authority of the member state of export regarding the existence of flexible 
arrangements for the product in question.  

Nos 59 to 70 of the Food Regulations cover meat, with processed meat generally covered by 
nos 62 onwards. These include criteria that certain processed meat products must fulfil.  

Labelling  

Generic  labelling  requirements  set  out  in  the  Food  Regulations  were  described  in  section 
4.2.3. Processed meat products which need to be stored at a chilling temperature to maintain 
or prolong their durable life require date marking (as also set out in section 4.2.3). 

5.9.5 Distribution  

Even  though  the  online  retail  sector  is  growing,  nearly  all  processed  meat  and  seafood 
products are sold in store-based grocery retailers (over 98%). Supermarkets had the biggest 
retail share in 2024 with around 61% of sales, with an increasing focus on premium processed 
meat products. Hypermarkets are also a key distribution channel with a share of close to 18% 
of sales, followed by small local grocers (close to 17% of sales). Retail e-commerce currently 
accounts for around 2.2% of sales (Figure 5-42).  

 
Singapore – MARKET ENTRY HANDBOOK 

Figure 5-42: Distribution channel overview of processed meat and seafood in 
Singapore (2024); retail value 

Source: Euromonitor International: Packaged foods, 2024. 

5.9.6 Challenges for EU products 

The demand for Halal-certified processed meats is high in Singapore, as approximately 15% 
of the population is Muslim, requiring EU exporters to ensure their products meet MUIS (Majlis 
Ugama Islam Singapura) Halal certification if they want to access this segment, with certain 
EU member states continuing to not have any recognised certification body to carry this out 
(authorised Member states- Austria, Belgium, Croatia, Denmark, France, Germany, Ireland, 
Italy, Lithuania, the Netherlands, Poland, Portugal, Slovenia and Spain).56  

Another challenge is competition from well-established processed meat exporters, particularly 
Australia, New Zealand, the U.S., and Brazil, which have strong trade ties with Singapore and 
offer competitive pricing. These countries benefit from shorter supply chains (in the case of 
Australia-New Zealand) and brand familiarity among Singaporean consumers. 

Furthermore,  shifting  health  trends  and  growing  demand  for  plant-based  and  alternative 
proteins  present  a  challenge  for  traditional  EU  processed  meat  exporters,  as  younger  and 
health-conscious  consumers  in  Singapore  increasingly  opt  for  low-sodium,  nitrate-free, 
organic,  and  flexitarian-friendly  meat  alternatives  which  may  result  in  EU  processed  meat 
exporters to Singapore having to shift their product offerings to cater to a changing consumer 
base.  

List 

56 
/media/Files/Halal/Documents/List-of-Muis-recognised-FHCBs-Transition-Phase---updated-1-Feb-2023.ashx  

Bodies,  MUIS, 

Certification 

of  MUIS 

recognised 

Foreign 

Halal 

https://www.muis.gov.sg/-

 
 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

Market Takeaway: Processed meat 

Consumption: Demand for convenience and ready-to-cook foods has grown rapidly in recent 
years, influencing the consumption patterns of virtually every major consumer group, resulting 
in rapid growth for the processed meat sector between 2019 and 2024. Key consumer groups 
include young adults, families with children, and, for premium processed meats, the affluent 
and expatriate population. 

Competition: The main competitors are neighbouring Asian countries, with EU products often 
competing against cheaper products. 

Distribution:  The  majority  of  sales  via  supermarkets  (61%)  with  hypermarkets  also  being 
important (18% of sales). Small local grocers closely follow with a share of close to 17% of 
sales. E-commerce is a growing channel that currently accounts for 2.2% of sales. 

Challenges: Certain EU member states are not authorised to export halal-certified processed 
meats, coupled with competition from Australia and New Zealand and the rise of plant-based 
dietary preferences and the flexitarian lifestyle, which negatively influences processed meat 
consumption. 

Opportunities:  Growing  demand  for  premium  processed  meat  products,  which  are  largely 
associated with EU member states, coupled with a limited domestic production sector that is 
reliant on imports from abroad. 

 
 
 
Singapore – MARKET ENTRY HANDBOOK 

5.10  Prepared baby food 

5.10.1 

SWOT analysis 

STRENGTHS (+) 

WEAKNESSES (-) 

▪  Considerable  efforts  by  the  Singapore 
government  to  try  and  boost  birth  rates, 
which could ultimately help the market. 
▪  Consumers consider safety and nutrition to 
be  important  factors  when  choosing  baby 
food.  

▪  Substantial  structural headwinds: low  and 
falling  birth  rates  which  are  not  recovering 
despite substantial government efforts. 

▪  Favouring  of  breastfeeding 

including 
implementation  of  laws  that  restrict  the 
advertising abilities of producers. 

OPPORTUNITIES (+) 

THREATS (-) 

▪  Rapid 

increase 

channel, 
opportunities. 

offering 

in  e-commerce  as  a 
distribution 

new 

▪  Strong  recent  interest  in  clean  label,  low 

sugar and natural products. 

5.10.2 

Consumption 

Evolution of consumption 

▪  Substantial  domestic  production 

from 
multinationals  which  use  the  country  as  a 
regional hub. 

▪  Consumers  crossing 

to  neighbouring 
countries  to  purchase  products  more 
cheaply  in  view  of  the  recent  inflationary 
environment. 

Milk formula is by far the largest segment in Singapore, with the market worth EUR 166m in 
2024. Growth both historical and forecast is around the 4% per year level. The remaining three 
segments are all small with markets of EUR 6m or below. Dried baby food (EUR 6m) is the 
largest  of  these  and  has  healthy  historical  and  forecast  growth  rates  of  just  over  4.5%. 
Prepared baby food (EUR 4.3m) has the highest historical growth rate, while other baby food 
(EUR 3.6m) has the highest forecast growth rate (Figure 5-43). 

 
Singapore – MARKET ENTRY HANDBOOK 

Figure 5-43: Evolution and forecast of prepared baby food market in Singapore, 2019-
2029; retail value, EUR million 

Source: Euromonitor International: Packaged Food, 2024. 

Consumers  

The low birth rate in Singapore has loomed large over the market for baby food in Singapore. 
The birth rate had fallen to just below 1 child per person, though early signs are that it picked 
up  slightly  in  2024,  boosted  by  it  being  the  Chinese  year  of  the  Dragon  –  a  year  which  is 
perceived by the Chinese population to bestow positive qualities in children (initial estimates 
suggest total births of just under 50 000 in 2024). Longer term though the birth rate is on a 
clear downward trend, with the high costs of living and developed, educated population playing 
important roles in this as well as challenges around arranging childcare. While the government 
has  fought  hard  to  combat  this  trend,  results  have  been  mixed.  Some  of  the  measures  of 
greater relevance to the baby food market are the various schemes to encourage mothers to 
continue to participate in the workforce post birth; with the Working Mother’s Child Relief for 
taxes introduced at the beginning of 2024 the most recent major measure.  

In parallel, there have been various initiatives which place some brakes on the infant formula 
market. The Sale of Infant Foods Ethics Committee Singapore (SIFECS) updated their code 
in 2019, limiting the ability of producers of products for babies from 0-12 months to market 
their products. There has also been a broader push towards breastfeeding in Singapore over 
the last few years. The most recent data available from the National Breastfeeding Survey, for 
the period 2021/2022 points to substantial increases in breastfeeding rates over the previous 
ten years, albeit from very low bases. Just under half of mothers exclusively fed their children 
aged 0 to 3 months with breastmilk; this drops to just over 1/3 for children aged 4 to 5 months; 
and to almost zero from 6 months (though roughly half of mothers continue to partially feed 
their  children  with  breastmilk  up  to  the  age  of  24  months).  Breastfeeding  rates  tend  to  be 
highest among those of Chinese ethnicity (lowest among those of Indian ethnicity) and also 
substantially  higher  among  mothers  of  higher  education  levels.  There  is  only  a  very  weak 
relationship between breastfeeding rates and income levels. The above points to mothers of 

 
 
Singapore – MARKET ENTRY HANDBOOK 

non-Chinese ethnicity and those with lower education levels (but of any income level) as being 
the more likely consumers of baby food products.57 

Drivers and method of consumption  

The market is somewhat pulled between conflicting factors. On one hand, the measures to 
encourage mothers to have babies and return to work combined with parents generally living 
busy lives in the city-state does play into the favour of baby food products. On the other hand, 
pushes towards breastfeeding (see above) and challenges with arranging childcare are factors 
which constraint the market.  

Purchase criteria  

Singaporean consumers tend to be well aware of the need for safe and nutritious food; and to 
an extent for children, possess the means to acquire it. Connected to this, clean label, low 
sugar and natural products are also specific features which may attract consumers’ attention. 
That said, the recent level of inflation in Singapore, combined with sales tax increases and a 
strong  Singapore  Dollar  has  made  some  consumers  price  sensitive.  Given  the  city  state’s 
proximity to Malaysia and Indonesia, plus the portability of many baby food products (infant 
formula in particular), some consumers have addressed this challenge by simply crossing the 
border to purchase cheaper, but high-quality products. Nonetheless, given the stringent food 
regulations and high standards on imports set by the Singaporean government, there are still 
groups of parents who prefer to purchase domestically, confident that the baby food products 
they  purchase  within  the  country  will  be  safe  for  their  children.  Finally,  it  should  also  be 
remembered that the latest SIFECS limits the ability of producers of products for babies from 
0-12  months  to  advertise  their  products  on  Singaporean  media  outlets;  creating  a  greater 
importance  for  other  forms  of  recommendation  /  communication,  including  e.g.  word  of 
mouth.58 

Recent market trends 

As noted above, the 2024 year of the Dragon shows signs of having boosted the birth rate, 
which is likely to have a positive knock-on effect on the baby food market for the next year or 
two.  In  parallel,  the  Singapore  government’s  effort  to  boost  birth  rates  and  ensure  working 
mothers can quickly return to work are likely to continue, providing another potential tailwind. 
However, as noted above some consumers have started shopping in neighbouring countries 
for  baby  products  to  combat  the  recent  price  inflation,  and  there  is  a  risk  that  this  trend 
continues. 

Producers for their part have been pushing a premiumisation trend in efforts to tackle volume 
falls,  with the  highlighting  of  characteristics  such  as  natural  and  low  sugar  part  of this;  and 
organic  products  have  also  done  fairly  well.  These  products  have  been  well  received  by 
consumers, and they are likely to continue to gain in popularity in the coming years.  

Finally, there were recent changes to permitted ingredients / the levels of certain ingredients 
permitted in breast milk (with the new ingredients already authorised in the EU). This has led 
domestic producers to change their formulations in some cases. 

57 Breastfeeding prevalence and child feeding practices: key findings from Singapore’s national breastfeeding survey 2021-2022. 
Available 
https://cfps.org.sg/publications/the-singapore-family-
physician/article/2116_pdf#:~:text=While%2046%20percent%20of%20mothers,their%206%2Dmonth%2Dolds.  

at : 

food  101:  the  basics  all  mums  and  dads  should  know,  The  Asian  Parent,  Singapore;  available  at 

58  Baby 
: 
https://sg.theasianparent.com/baby-food-basics;  SIFECS,  available  at  https://www.hpb.gov.sg/docs/default-source/default-
document-library/5th-edition-of-the-sifecs-code_as-of-020119.pdf  

 
 
Singapore – MARKET ENTRY HANDBOOK 

5.10.3 

Offer 

Domestic production 

Multinational  companies  have  the  dominant  positions  in  the  Singaporean  market.  The  top 
three companies, which are all multinationals, hold almost 2/3 of the market between them. 
The  dynamics  of  the  market  –  declining  birth  rates  combined  with  some  increases  in 
breastfeeding, plus restrictions on advertising - make it difficult to maintain smaller markets 
shares or for new companies to enter the market.  

Singapore however is also a notable regional hub for baby food production, with multinationals 
having important production facilities in the country which not only supply the domestic market, 
but also other markets in Asia. Chief among these is Abbott Manufacturing Singapore (part of 
the American company Abbott) which has its long-term regional hub in the country and since 
2009 has operated a large manufacturing facility estimated to produce in the range of 40 to 
50 000 tonnes of powder nutritional products per year. Other examples include Mead Johnson 
that runs a substantial regional research and manufacturing facility in the country; and Nestle 
also has a dedicated infant formula manufacturing facility in Tuas. 

Imports and exports 

Singapore is a major net exporter of baby food. Imports in 2024 were EUR 8.4m, having shown 
a downward trend since 2022. Exports on the other hand were EUR 151m, though they show 
a substantial downward trend over the last five years (Figure 5-44). 

Figure 5-44: Trade balance (imports and exports) of food preparations for infant use in 
Singapore, 2020-24; value EUR million 

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Singapore – MARKET ENTRY HANDBOOK 

Data for CN code 190110 

In  terms  of  origins,  Thailand  (EUR  2.1m)  and  Australia  (EUR  1.1m)  are  the  two  leading 
countries. No other countries exported more than EUR 1m in 2024. The leading EU exporters 
were the Netherlands and Ireland; each of which exported a little over EUR 0.8m (Figure 5-45). 

Figure 5-45: Singaporean imports of food preparations for infant use by country, 
2020-24; value EUR million 

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Switzerland

Ireland

Rest of the EU

Rest of the world

Source: Trade Map, International Trade Centre - https://www.trademap.org/  

Data for CN code 190110 

EU GI products 

There are no baby food products registered as a Geographical indication under the EUSFTA.  

Main competitors 

The main competitors for EU producers come from locally produced infant milks. EU producers 
benefit from the growing niche market for organic goods and special milk formula that largely 
come  from  the  EU.  EU  products  in  this  niche  market  also  face  smaller  competition  from 
Thailand and Australia. 

5.10.4 

Specific market entry requirements 

Market Access and Entry  

The customs procedures for importing foodstuffs are set out in section 4.2.1. A full list of the 
general  documentary  requirements  for  export  is  set  out  in  Table  4-1,  along  with  specific 
requirements by product category in Table 4-2. Requirements notably include: a registration 

 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

of importers of processed food products and food appliances; plus may include a registration 
of foreign meat exporters, a licence to import meat and fish products, and a veterinary health 
certificate for animal products.  

As set out in section 4.2, baby food in Singapore falls into the category of processed foods; 
and as such must comply with the Sale of Food Act, though there are further specificities in 
the food regulations that must be respected (see below). 

In terms  of tariffs,  currently,  European  baby food products  imported  into  Singapore  are  not 
subject to duties. 

Detailed information on import duties and Rules of Origin and customs procedures can be 
consulted on the European Commission website: 

Main page – select product, country of origin and destination country: 

https://trade.ec.europa.eu/access-to-markets/en/home 

Example link – general baby food category (190110) from Germany to Singapore 

https://trade.ec.europa.eu/access-to-
markets/en/search?product=190110&origin=DE&destination=SG  

Standards, SPS measures  

Nos 251 to 254 of the Food Regulations contain standards for infant food and infant formula. 
There is a long list of specific conditions that some products must fulfil; by way of example, 
there is a long list of nutrient requirements for infant formula (e.g. it must contain not less than 
8 mg Vitamin C (ascorbic acid) per 100 kcal). The regulations can be consulted for full details 
at the link above. 

Labelling  

Generic  labelling  requirements  set  out  in  the  Food  Regulations  were  described  in  section 
4.2.3.  In  addition  to  this,  there  are  precise  labelling  requirements  set  out  in  the  Food 
Regulations (no 254). Among others, it is necessary to indicate: 

• 

the source of protein; 

•  direction for preparation; 

•  warning statement on the health hazards of improper use; 

•  energy and protein per 100ml; 

•  quantity of each vitamin and mineral per 100ml; 

•  serving suggestions for different ages; 

•  directions for storage; 

•  a note that infants over 6 months should also receive supplemental foods in addition 

to formula milk; 

•  an  “important  notice”  statement  to  indicate  breast  milk  is  best  for  infants  and  infant 

formula should be used on the advice of a medical practitioner. 

The Food Regulations should be consulted for full details at the link provided above.  

As  mentioned  above,  there  are  also very  strict conditions  on  claims  and advertisements  in 
SIFECS.  Full  details  can  be  found  in  the  advertising  code  which  is  available  at: 
https://www.hpb.gov.sg/docs/default-source/default-document-library/5th-edition-of-the-
sifecs-code_as-of-020119.pdf  

 
Singapore – MARKET ENTRY HANDBOOK 

5.10.5 

Distribution  

As  outlined  in  Figure  5-46,  supermarkets  account  for  just  over  half  of  baby  food  products 
distributed in the Singaporean market. The remaining 48% is split between multiple channels, 
with e-commerce having grown substantially in recent years to become the most important 
secondary  channel,  accounting  for  just  under  15%  of  all  distribution.  Health  and  beauty 
retailers  and non-grocery  retailers  each account  for  11%  of retail  sales. Hypermarkets  and 
small local grocers have high single digit shares. As outlined in section 5.10.2 above, there 
has been a recent trend of some parents going to neighbouring countries to purchase baby 
food products for reasons of cost. 

Figure 5-46: Distribution channel overview of prepared baby food in Singapore (2024); 
retail value 

Source: Euromonitor International: Packaged Food, 2024. 

5.10.6 

Challenges for EU products 

The market for baby food in Singapore poses multiple challenges. On the demand side, the 
consumer  base  is  both  small  and  shrinking  due  to  a  combination  of  low  fertility  rates  and 
policies which promote breastfeeding. On the supply side, Singapore is an important regional 
hub for baby food products, with various multinationals operating production facilities in the 
country. This leads to both the country being a substantial net exporter, and the fairly small 
domestic  market  being  concentrated  in  the  hands  of  a  few  multinationals.  Advertising 
restrictions superimpose a further challenge. 

 
 
Singapore – MARKET ENTRY HANDBOOK 

Market Takeaway: Prepared baby food 

Consumption:  Small  and  shrinking  consumer  base  due  to  low  and  further  declining  birth 
rates. Consumption fairly universal across the limited consumer base, though indications it is 
higher among non-Chinese ethnicity mothers and lower as education levels increase. 

Competition:  Strong  presence  of  multinationals  on  the market,  with  them  producing  in  the 
country for the wider region.  

Distribution: Roughly half distributed through supermarkets. E-commerce has grown rapidly 
to become the second most important channel.  

Challenges: A hostile advertising environment; efforts to promote breastfeeding; the structural 
headwind of a low and falling birthrate; and strong competition. 

Opportunities: E-commerce. Premiumisation trend. Recent changes in regulation permitting 
the use of some new ingredients / existing ingredients in higher quantities. 

 
 
 
Singapore – MARKET ENTRY HANDBOOK 

5.11  Sugar confectionery 

5.11.1 

 SWOT analysis 

STRENGTHS (+) 

WEAKNESSES (-) 

▪  Growing  demand 

for  premium  sugar 
confectionery  products  (mainly  as  gifting 
items) has been noted in recent years. 
▪  Continuous  association  with  EU  sugar 
confectionery products with high-quality.  

▪  EU  products  may  be  perceived  as  too 
for  casual  snacking  when 
expensive 
compared  to  regional  sugar  confectionery 
products.  

▪  The  market  is  largely  focused  on  mints, 
medicated  candy  and  pastilles/chews, 
far 
with  alternative  products  having  a 
smaller presence. 
gums 

▪  Chewing 

remain 

illegal 

in 

OPPORTUNITIES (+) 

THREATS (-) 

Singapore. 

▪  Subscription 

▪  Health-conscious consumers in Singapore 
are  seeking  low-sugar,  sugar-free,  and 
functional sugar confectionery. 
and 

specialty 
online/offline stores are increasingly selling 
imported 
an 
creating 
confectionery 
opportunity for niche EU candy brands. 

boxes 

reduce 

▪  The  Singaporean  government  is  actively 
sugar 

pushing 
to 
consumption. 
Increasing  presence  and  appreciation  for 
Japanese  and  Korean  sugar  confectionery 
products. 

overall 

▪ 

5.11.2 

Consumption 

Evolution of consumption 

The  total  retail  value  of  the  sugar  confectionery  market  of  Singapore  is  around  EUR  132 
million, of which medicated confectionery represents around EUR 40 million of this figure (30% 
of  the  market),  with  mints  also  representing  EUR  40  million  (30%  of  the  market).  This  is 
followed by the pastilles, gummies, jellies, and chews category, which combined is valued at 
around EUR 29.5 million (22% of the market). Boiled sweets currently account for a value of 
EUR 12 million (9.5% of the market) with the remaining categories combined (which includes 
toffees, caramels and nougats, lollipops, liquorice and the “other sugar confectionery” sector) 
representing around 6.5% of the total market by retail value. Growth in this market is almost 
exclusively driven by medicated confectionery products, mints, and pastilles-gummies-jellies 
and  chews,  which each recorded  CAGRs  of  3%+  between 2019  and  2024. Going forward, 
these products are anticipated to remain the main drivers of growth in the sugar confectionery 
market  with  2-4%  CAGRs  across  the  products  between  2025  and  2029.  Other  sugar 
confectionery products are anticipated to decline in total value going forward.  

Furthermore, it is important to note that the market for chewing gum in Singapore is almost 
non-existent, with the chewing of gum in public banned and only the import of chewing gum 
with therapeutic value permitted (Figure 5-47).  

 
 
Singapore – MARKET ENTRY HANDBOOK 

Figure 5-47: Evolution and forecast of sugar confectionery market in Singapore, 2019-
2029; retail value, EUR million 

Source: Euromonitor International: Packaged Food, 2024. 

Consumers 

Consumption trends within Singapore in relation to sugar confectionery products are generally 
lower  on  average  when  compared  to  Western  nations,  this  is  further  as  a  result  of  the  so-
called  “War  on  diabetes”59  and  the  use  of  the  healthier  choice  label,  which  encourages 
consumers to consider healthier consumption habits. The majority of consumption, therefore, 
is more focused on mints and medicated confectionery products, with an overview provided 
below: 

•  Mints: Mints typically perform better in urbanised environments, which helps explain 
their  popularity  in  Singapore.  The  largest  and  most  consistent  consumer  group  for 
mints in Singapore is working professionals, who rely on mints as an essential part of 
In  a  business-orientated  environment  where  meetings, 
workplace  etiquette. 
networking,  and  public  speaking  are  frequent,  fresh  breath  is  seen  as  a  necessity. 
Given  Singapore’s  strong  corporate  culture,  professionals  prefer  sugar-free  or 
functional mints that provide benefits beyond just freshening breath, such as energy-
boosting properties (e.g., caffeine-infused mints), stress relief, or natural ingredients. 
In relation to medicated confectionery, workers are also a key consumer group. 

•  Medicated  confectionery:  Due  to  Singapore’s  humid  climate  and  reliance  on  air-
conditioning  in  workplaces  and  public  spaces,  throat  irritation  is  a  common  issue, 
making  medicated  candy  a  staple  for  many  Singaporeans.  Herbal  lozenges  are 
popular  amongst  urban  professionals  and  older  consumers  (particularly  Chinese 
herbal-infused  lozenges  amongst  older  consumers).  For  younger  consumers  and 
children  natural  throat  lozenges  with  honey,  lemon,  or  elderberry  extracts  are  more 
common. 

59  War  on  Diabetes,  Ministry  of  Health  of  Singapore,  Available  at  https://www.moh.gov.sg/others/public-consultation/war-on-
diabetes  

 
 
 
Singapore – MARKET ENTRY HANDBOOK 

•  Remaining sugar confectionery products: Other sugar confectionery products such 
as  pastilles,  gummies,  jellies,  chews,  boiled  sweets,  toffees,  caramels,  nougat,  and 
lollipops are primarily consumed by children and teenagers, with producers/exporters 
to  Singapore  often  marketing  their  products  more  exclusively  to  this  demographic. 
Gummies and jellies remain amongst the more popular sugar confectionery products 
amongst  these  consumers.  Other  products  have  a  smaller  more  niche  following, 
although certain products such as lollipops and liquorice have yet to enter the market 
in any meaningful way as of the time of writing.  

Drivers and method of consumption 

Some of the key drivers behind the consumption of sugar confectionery products in Singapore 
extend to: 

•  Multiculturalism:  Singapore  is  a  multi-ethnic  society  where  festivals  and  gifting 
traditions  significantly  drive  confectionery  sales;  for  example,  during  Chinese  New 
Year, there is a notable rise in the sale of traditional malt candies and fruit jellies. These 
products are also often packaged in a red and gold colouring to align with the festivities. 
Malay and Indian consumers also tend to consume fruit candies to a higher degree 
during holidays such as Hari Raya Puasa and Diwali, while Christmas is also a period 
that sees an increase in demand for certain sugar confectionery products. This also 
extends to imported EU jellies and other candies, which are often gifted (although to a 
lesser degree than chocolate confectionery products). 

•  Convenience  and  impulse  buying:  As  is  common  throughout  major  urban 
environments,  sugar  confectionery  products  are  often  strategically  placed  close  to 
checkout counters across the major supermarkets and hypermarkets of Singapore to 
encourage consumers to consider purchasing them as last-minute snacking items. The 
use  of  price-based  promotions,  bundling  strategies,  and  loyalty  programs  (to  the 
retailer) is often utilised in Singapore, as are increased marketing and visibility during 
key calendar events such as Christmas or Chinese New Year. 

•  Urbanised environment:  As mentioned  above, Singapore  is  effectively a city-state 
with  a  population  that  is  100%  urbanised,  which  in  turn  encourages  consumption 
patterns that are more common in urban environments, which extends to the popularity 
of  mints  and  medicated  confectionery  products.  Office  workers  and  the  overall 
corporate space of Singapore, coupled with the demand for quick solutions/alleviations 
to  health  ailments,  further  help  to  drive  mint  and  medicated  confectionery  product 
demand in Singapore. 

Purchase criteria 

Unlike in Western markets, where confectionery is often a routine indulgence, Singaporean 
consumers approach these products with a more selective mindset, balancing indulgence with 
considerations  such  as  health  impact,  flavour  variety,  and  product  quality.  Moreover, 
Singapore’s  urban  lifestyle,  regulatory  environment,  and  multicultural  influences  shape  the 
way  confectionery  is  perceived  and  consumed.  Health  consciousness  is  a  major  factor  in 
confectionery  purchases  in  Singapore,  largely  due  to  government-led  initiatives  to  reduce 
sugar  consumption  and  an  increasingly  health-aware  population.  Many  consumers  are 
actively  looking  for  lower-sugar,  functional,  and  natural  ingredient-based  alternatives.  The 
country’s  push  towards  healthier  eating  habits  has  led  to  greater  scrutiny  of  confectionery 
ingredients,  with  consumers  paying  attention  to  sugar  content,  artificial  additives,  and 
functional  benefits.  Flavour  is  another  key  criterion,  with  consumers  in  Singapore  often 
preferring  diverse  flavour  offerings  such  as  lychee,  calamansi  and  durian  flavoured 
confectionery  products.  Singapore  is  also  a  high-income  country,  and  consumers  tend  to 
prioritise quality over quantity, particularly for confectionery that is considered an indulgence. 

 
Singapore – MARKET ENTRY HANDBOOK 

There is a growing trend toward premiumisation, where consumers are willing to pay higher 
prices for better ingredients, refined taste, and premium formulations. Finally, cultural trends 
do play a key role however this has become more relevant for imported Korean and Japanese 
themed  confectionery  products  (which  are  often  popularised  by  media  produced  in  these 
countries and shown in the Singaporean market) rather than from EU exporters. 

Recent market trends 

Some  of  the  more  key  recent  market  trends  that  have  influenced  the  sugar  confectionery 
market of Singapore include:  

•  Health-consciousness  and  functional  confectionery  demand:  One  of  the  most 
defining  trends  in  Singapore’s  sugar  confectionery  market  is  the  rise  of  health-
conscious  consumption,  largely  influenced  by  government  regulations,  public 
awareness  campaigns,  and  consumer  demand  for  functional  benefits.  With  rising 
concerns  over  diabetes,  obesity,  and  excessive  sugar  intake  in  the  country,  many 
consumers are actively choosing sugar-free alternatives, particularly for mints, gums, 
and hard  candies.  Sugar  confectionery  in Singapore  is  no  longer  just  about  taste—
functional sweets that provide immune support, digestive benefits, or energy boosts 
are gaining traction. Popular formulations include collagen-infused gummies for skin 
health,  probiotic  lozenges  for  gut  health,  and  vitamin  C-enhanced  hard  candies  for 
immunity support. 

•  Continuous  influence  of  Japanese  Korean  sugar  confectionery-  Singapore’s 
confectionery market is increasingly influenced by Japanese and Korean products, due 
to strong cultural connections, travel habits, and exposure to K-pop and anime. As a 
result, demand for imported, aesthetically pleasing, and unique-flavoured sweets has 
surged in recent years, particularly as many shows and movies produced within these 
countries have garnered a large following in Singapore (and globally). Japanese and 
Korean (sometimes combined) sugar confectionery stores are an increasing feature of 
the retailing sector for sugar confectionery products. 

•  Growing appreciation for artisanal and premium candies: Singaporean consumers 
have continued to develop a preference for high-quality, premium artisanal candies, 
reflecting  the  country’s  affluent  consumer  base.  Consumers  have  been  noted  to be 
willing  to  pay  more  for  handcrafted,  limited-edition,  or  gourmet-quality  candies. 
Artisanal hard candies, fruit-flavoured jellies made with real ingredients, and honey-
infused  sweets  appeal  to  discerning  customers  who  seek  a  refined  confectionery 
experience;  this  further  aligns  with  a  general  rise  in  the  use  of  sugar  confectionery 
products as a premium gifting item in the country. 

5.11.3 

Offer 

Domestic production 

Domestic  production  of  sugar  confectionery,  as  is  the  case  across  most  major  food  and 
beverage categories, is extremely limited. This is due to the need to import virtually every key 
input  needed  to  produce  sugar  confectionery  products  as  well  as  growing  and  established 
production bases in neighbouring countries (with Singapore having an existing FTA with most 
regional  markets),  which  reduces  the  need  to  produce  sugar  confectionery  products 
domestically. Production that does take place in Singapore tends to focus on the production 
of traditional candies (both in Singapore and parts of southern Malaysia), which includes hard 
candies  (mainly  produced  in  artisanal  stores),  certain  herbal  lozenges,  and  alternative 
artisanal products produced within Singapore, but these are unlikely to represent what could 
be considered a major competitor to sugar confectionery products from the EU. 

 
Singapore – MARKET ENTRY HANDBOOK 

Imports and exports 

Singapore  is  a  moderate  net  importer  of  sugar  confectionery.  In  2024,  imports  were  worth 
EUR 72m (down slightly from the 2023 peak of EUR 76m. Exports on the other hand were 
worth EUR 44m (also slightly down from the previous year's peak - Figure 5-48). 

Figure 5-48: Trade balance (imports and exports) of sugar confectionery in Singapore, 
2020-24; EUR million 

n
o

i
l
l
i

m
R
U
E
e
u
a
V

l

100

80

60

40

20

0

-20

-40

-60

I m p o r t s

E x p o r t s

2020

2021

2022

2023

2024

Source: Trade Map, International Trade Centre - https://www.trademap.org/  

Data for CN code 1704. 

In terms of origins, China and Malaysia are by some distance the largest origins; while they 
only account for about 40% of imports combined, third place Switzerland is far behind in value 
terms. The EU combined accounts for EUR 7.7m of imports. The key member states of origin 
are Germany (EUR 2.7m) and France (EUR 1.6m – see Figure 5-49). The unit value of French 
sugar confectionery imports is far ahead of the world average; while Germany’s unit value is 
slightly ahead (Figure 5-50). 

 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

Figure 5-49: Singaporean imports of sugar confectionery by country, 2020-24; EUR 
million 

n
o

i
l
l
i

m
R
U
E
e
u
a
V

l

80

60

40

20

0
2020

2021

2022

2023

2024

China

Malaysia

Switzerland

The EU

Rest of the world

Source: Trade Map, International Trade Centre - https://www.trademap.org/  

Data for CN code 1704.  

 
 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

Figure 5-50: Unit value of Singaporean imports of sugar confectionery for selected EU 
countries, 2020-24; EUR per tonne 

25 000

20 000

e
n
n
o
t

r
e
p
R
U
E
e
u
a
V

l

15 000

10 000

5 000

 0

2020

2021

2022

2023

2024

World

Germany

France

Source: Trade Map, International Trade Centre - https://www.trademap.org/  

Data for CN code 1704.  

EU GI products 

A  few  confectionery  GIs  were  listed  for  protection  under  the  EUSFTA,  including  Lübecker 
Marzipan (Germany) which has completed registration at the time of writing.  

Main competitors 

Although  the  market  for  sugar  confectionery  is  fragmented  by  country  of  origin,  significant 
import shares are held by other Asian nations including Malaysia and China. Due to the large 
variety of products from numerous nations, a wide variety of tastes, and typically lower pricing 
than  those  of  other  EU  items,  this  market  is  extremely  competitive  for  EU  exporters. 
Increasingly,  Singaporean  consumers  are  attracted  to  media  works  from  Japan  and  South 
Korea,  with  sugar  confectionery  products  portrayed  in  movies/series  that  are  produced  in 
these countries often becoming popular in Singapore as a result.  

5.11.4 

Specific market entry requirements 

Market Access and Entry  

The customs procedures for importing foodstuffs are set out in section 4.2.1. A full list of the 
general  documentary  requirements  for  export  is  set  out  in  Table  4-1,  along  with  specific 

 
 
 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

requirements by product category in Table 4-2. Requirements notably include: a registration 
of importers of processed food products and food appliances. 

As set out in section 4.2, sugar confectionery products in Singapore fall into the category of 
processed foods; and as such must comply with the Sale of Food Act. 

In terms of tariffs, currently, European chocolate and confectionery products are not subject 
to duties. 

Detailed information on import duties and Rules of Origin and customs procedures can be 
consulted on the European Commission website: 

Main page – select product, country of origin and destination country: 

https://trade.ec.europa.eu/access-to-markets/en/home 

Example link – general sugar confectionery category (1704) from Germany to Singapore 

https://trade.ec.europa.eu/access-to-markets/en/search?product=1704&origin=DE&destination=SG 

Standards, SPS measures  

No 152 of the Food Regulations contains standards for sugar confectionery. 

Labelling  

Generic  labelling  requirements  set  out  in  the  Food  Regulations  were  described  in  section 
4.2.3.  

5.11.5 

Distribution  

Supermarkets  are  the  largest  distribution  channel  for  sugar  confectionery  products  in 
Singapore, with a share of around 40% of distribution. This is followed by small local grocers 
and food/drink and tobacco specialist stores, each of which accounts for around 14% of sales. 
Convenience  stores  and  hypermarkets  are  the  other  notable  channels.  E-commerce  has 
grown to account for just under 7%, as shown in Figure 5-51.  

 
Singapore – MARKET ENTRY HANDBOOK 

Figure 5-51: Distribution channel overview of chocolate confectionery in Singapore 
(2024); retail value 

Source: Euromonitor International: Packaged Food, 2024. 

5.11.6 

Challenges for EU products 

Certain challenges include Singaporean consumers becoming increasingly health-conscious, 
and the government actively promoting sugar reduction initiatives, which extend to an ongoing 
“war on diabetes.” Furthermore, due to the popularity of J-pop, K-pop, and anime culture in 
Singapore,  consumers  show  an  increasingly  strong  preference  for  Japanese  and  Korean 
sweets, such as matcha-flavoured hard candies, mochi-infused gummies, and unique, limited-
edition  flavours.  US  candies  of  certain  varieties  are  also  long  established  in  the  market. 
Singaporean  consumers  also  tend  to  appreciate  regional  brands  that  offer  Asian-inspired 
flavours and functional ingredients. Many Southeast Asian confectionery brands produce low-
cost, flavour-adapted sweets that better fit local palates, making it challenging for European 
exporters  to  differentiate  themselves.  Finally,  chewing  gum  remains  illegal,  which  all  but 
eliminates the potential for EU chewing gum manufacturers to enter the market. 

 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

Market Takeaway: Sugar confectionery 

Consumption:  The  market  leans  heavily  on  mints  and  medicated  confectionery  products  (each 
accounting  for  around  30%  of  the  market  by  retail  value);  these  products  typically  appeal  to  office 
workers and consumers seeking convenient products. The remaining market largely caters to children 
and teenagers. 

Competition:  High  competition  in  the  sugar  confectionery  sector;  the  EU  is  very  competitive  in  the 
chocolate confectionery sector. 

Distribution: Mainly in supermarkets, small local grocers, and specialised stores (that focus on sugar 
confectionery such as Japanese Korean candy stores). E-commerce is also a growing channel. 

Challenges: Adapting to localise consumer preferences, the presence of Japanese Korean and to a degree 
American sugar confectionery products and government initiatives to reduce sugar consumption are the 
key challenges. 

Opportunities:  Adapting  to  localised  consumption  patterns  coupled  with  partnering  with  major 
influencers in the Singaporean consumer base are opportunity areas; focusing on sugar confectionery 
products that typically perform well in urban environments (mints—medicated confectionery products) 
is also a consideration. 

 
 
 
Singapore – MARKET ENTRY HANDBOOK 

5.12  Processed fruit and vegetables 

5.12.1 

 SWOT analysis 

STRENGTHS (+) 

WEAKNESSES (-) 

▪  Processed  fruit  and  vegetable  products  are 
consumed  across  ethnic  and  religious 
lines. 

▪  Singaporeans  value  the  convenience  that 
processed fruit and vegetables bring them.  

▪  The  USA,  China  and  other  nearby 
countries have a large share of the market 
in  Singapore,  and 
for 
producers 
developed 
relationships  with  Singaporean  importers 
and distributors. 

these  products 

there 

have 

▪  The  growth  rate  for  processed  fruit  and 
fresh 

low,  with 

is 

vegetable  products 
preferred. 

OPPORTUNITIES (+) 

THREATS (-) 

▪  A  small  premium  segment  that  may  offer 

opportunities does exist. 

▪  Processed fruits and vegetables are used 
in  many  restaurants  in  Singapore  to  cut 
costs. 

▪  The government  of  Singapore has actively 
advocated  against  processed  food  and 
sugar consumption. 

▪  The  population  has  shown  a  preference 
towards fresh fruit and vegetable products 
over processed fruit and vegetable products. 

5.12.2 

 Consumption 

Evolution of consumption 

The  processed  fruit  and  vegetable  market  of  Singapore  is  quite  smaller  by  retail  value 
compared to other processed food sector markets, with the market being  valued at around 
EUR  24  million. Of  this figure,  shelf-stable fruit  accounts  for  a  total  retail value  of  EUR  6.6 
million, followed by frozen processed potatoes, which account for a further EUR 6.5 million. 
Shelf-stable vegetables account for a retail value of EUR 4 million, followed by shelf-stable 
beans with a total retail value of EUR 3.3 million. The overall sector has grown rapidly (albeit 
from a low base) in recent years, with a CAGR of 8%+ recorded for shelf-stable beans, frozen 
processed  vegetables,  and  frozen  processed  potatoes,  while  other  processed  fruit  and 
vegetables grew by a CAGR of 5%+ during the same period of 2019-2024. Going forward, 
these  growth  rates  are  expected  to  decline  to  around  2-3%  per  product  category  between 
2024 and 2029 (Figure 5-52). 

 
 
 
Singapore – MARKET ENTRY HANDBOOK 

Figure 5-52: Evolution and forecast of the market for processed fruit and vegetables 
in Singapore, 2019-2029; retail value, EUR million 

Source: Euromonitor International: Packaged Food, 2024. 

Consumers 

Consumers of processed fruit and vegetable in Singapore are fairly universal as the variety of 
processed fruit and vegetables results in multiple choices for consumers across ethnic and 
religious backgrounds in this multi-cultural consumer base to consider. Some key consumer 
groups to consider in the market include:  

•  Busy  urban  professionals  and  young  families:  Consumers  with  limited  time  for 
meal preparation stand as the key consumer group in Singapore for processed fruit 
and vegetable products. Processed fruit and vegetables in general tend to appeal to 
consumers to a higher degree in urban areas; mix this with the corporate landscape of 
Singapore, and the desire for processed fruit and vegetables becomes clearer. Time-
limited working professionals and young parents often rely on ready-to-eat (RTE) and 
easy-to-prepare  processed  fruit  and  vegetable  products,  such  as  pre-cut  frozen 
vegetables,  canned  fruit,  and  mixed  vegetable  packs  for  a  quick  nutritious  meal  in 
between their busy days. 

•  Elderly  consumers:  Singapore  has  an  ageing  population,  and  elderly  consumers 
form  a  significant  segment  of  processed  fruit  and  vegetable  buyers.  This  group 
prioritises soft-textured, easy-to-digest, and nutrient-dense products such as canned 
or jarred fruit, frozen soups, and vegetable purees. Many elderly consumers also look 
for products that cater to specific health needs, such as low-sodium, high-fibre, and 
diabetic-friendly  options,  with  many  processed  fruit  and  vegetable  producers  in  the 
region  innovating  with  regards  to these criteria to  cater to  an  ageing  population not 
only in Singapore but also the wider region. 

•  Food Service industry: The foodservice sector, including casual dining, hotels, and 
hawker  centres  (canteens  found  in  Singaporean  malls),  is  a  significant  buyer  of 
processed fruit and vegetable products, particularly frozen, dehydrated, and canned 
options.  This  sector  values  cost  efficiency,  shelf  life,  and  ease  of  bulk  storage. 
Processed vegetable products such as frozen mixed vegetables, pre-cut potatoes, and 
canned  mushrooms  are  heavily  used  in  local  and  international  cuisines.  Similarly, 

 
 
Singapore – MARKET ENTRY HANDBOOK 

canned fruit like longan, lychee, and mangoes are widely used in desserts, beverages, 
and bubble tea shops. 

 Drivers and method of consumption  

Fresh fruit and vegetables remain overwhelmingly preferred in Singapore, coupled with the 
government  implementing  several  initiatives  to  reduce  processed  food  consumption  in 
general, which extends to the “healthy plate” campaign, which encouraged Singaporeans to 
fill half their plates with fresh produce, and the ongoing war on diabetes, which discourages 
processed food consumption. Given the influential role of the government in Singapore, these 
measures have applied downward pressure on the processed fruit and vegetable market more 
generally in recent years; therefore, the key drivers in the market are mainly tied to the desire 
for convenience foods in the country, the small segment of the processed fruit and vegetable 
market that focuses on added nutritional value offerings or alternative products such as low-
salt or sodium-processed meats, and finally the food service sector, which has expanded in 
recent years, which acts as a driver for processed fruit and vegetable products. 

Some of the more common processed fruits and vegetables consumed in the country include 
the incorporation of frozen vegetables into larger meals such as stir-fries, fried rice, and instant 
noodle  meals,  with  frozen  peas,  broccoli,  and  spinach  often  being  incorporated  into  these 
meals.  Canned  pineapples,  peaches,  longan,  and  lychee  are  at  times  used  as  dessert 
ingredients for certain desserts such as ice kachang or fruit salads, while dried fruits are also 
consumed as a snack product or used in breakfast cereals, which include dried fruits such as 
raisins or apricots. It is also important finally to highlight again the food service industry, which 
is a major channel of processed fruit and vegetable products in the country. Consumers often 
opt  for  certain dishes,  including  Hokkien  mee  (Fujian  noodles),  which  often  has  processed 
vegetables,  or  Western-style  dishes  such  as  pizzas,  which  commonly  incorporate  certain 
processed fruits or vegetables such as mushrooms, spinach, or pineapples. Overall, despite 
the above-mentioned methods of consumption, there is a continuous preference for fresh fruit 
and vegetable products, which is very unlikely to change in the short term. This, in turn, limits 
the overall appeal of processed fruit and vegetable products more generally. 

Purchase criteria 

Convenience is the key purchasing criterion for consumers; consumers often look for pre-cut 
processed  fruit  and  vegetables  such  as  frozen  diced  peppers,  stir  fry  mixes,  or  chopped 
onions,  which  further  appeals  to  consumers  who  want  to  minimise  their  cooking  times. 
Generally,  affluent  consumers  are  willing  to  pay  more  for  premium  or  organic  options; 
however, this consumer group also tends to be more health-conscious, which limits the appeal 
of more economic or budget-friendly processed fruit and vegetable products to a degree. In 
an import-dependent market like Singapore, consumers also pay close attention to the origin 
and reputation of processed fruit and vegetable brands and may choose to avoid brands from 
certain regions that they perceive to be of a lesser quality. Since many Singaporeans live in 
apartments (as land space limits large-scale housing projects) with limited storage space, they 
prefer processed fruit and vegetable products that are easy to store and have a long shelf life, 
with canned processed fruit and vegetables appealing to these consumers in particular. These 
products also performed strongly during COVID-19 when the need for products that could be 
stored for a prolonged period became more apparent. 

Recent market trends 

The COVID-19 pandemic has had a multifaceted impact on consumer behaviour concerning 
processed fruit and vegetables. During periods of lockdown and heightened restrictions, there 
was  an  initial  surge  in  the  purchase  of  shelf-stable  and  frozen  foods,  including  processed 
produce, as consumers stockpiled essentials. However, as the situation stabilised over time, 

 
Singapore – MARKET ENTRY HANDBOOK 

there was a noticeable shift back towards fresh produce, driven by a renewed focus on health 
and well-being. Since then, there has been a notable decline in overall processed fruit and 
vegetable consumption in Singapore as the market begins to slow down relative to previous 
growth rates. The market in recent years has also been influenced by the expansion of the 
food service industry in the country, with several western-styled fast-food franchises such as 
Tim  Hortons  and  Chick-fil-A  entering  the  market  recently,  which  opens  a  new  channel  for 
certain  processed  fruit  and  vegetable  products,  such  as  processed  tomatoes  or  onions. 
Government initiatives such as the health plate campaign and the ongoing “war on diabetes” 
also continue to apply downward pressure on the market, which will likely continue to be a 
feature  as  the  government  plans  to  implement  further  measures  aiming  to  limit  the 
consumption of processed fruit and vegetables or products of a high sodium, salt, or sugar 
content. 

5.12.3 

 Offer 

Domestic production 

The domestic production of processed fruit and vegetables is very small in Singapore, with 
virtually  all  ingredients  and  materials  required  to  produce  processed  fruit  and  vegetable 
products having to be imported from abroad. 

Imports and exports 

Identifying data on trade in processed fruit and vegetable products is extremely complicated 
due to the number of different lines under which such products can be imported. It is even 
further  complicated  by  the  fact  that  Singapore  acts  as  a  transit  hub  for  these  products, 
meaning that even if data were identifiable, a significant proportion of imports would likely be 
re-exported. Data on-trade in processed fruit and vegetables is ultimately captured under the 
trade data for fruit and vegetables in section 5.2.3. 

EU GI products 

Various  EU  GIs  for  fruit  and  vegetables  were  listed  for  protection  under  the  EUSFTA.  GIs 
which have completed registration, which could theoretically cover fruit and vegetables that 
are processed to some extent include: 

•  Pruneaux d'Agen (France)  

•  Ελιά Καλαμάτας (Elia Kalamatas) (Greece) 

Main competitors 

As  identified  in  section  5.2.3,  the  domestic  production  of  processed  fruit  and  vegetable 
products is small. As stated in section 5.12.3, there is considerable difficulty in identifying trade 
data on processed fruit and vegetables. However, indications are that the main competitors 
for  EU  producers  is  that  being  imported  from  producers  located  near  Singapore  such  as 
Malaysia and Thailand, plus the USA and Australia.60 

USDA 

60 
processing 
https://apps.fas.usda.gov/newgainapi/api/report/downloadreportbyfilename?filename=Food%20Processing%20Ingredients_Sin
gapore_Singapore_7-29-2019.pdf 

ingredients, 

Singapore 

Report, 

annual 

Gains 

Food 

2019 

 
 
 
Singapore – MARKET ENTRY HANDBOOK 

5.12.4 

Specific market entry requirements 

Market Access and Entry  

The customs procedures for importing foodstuffs are set out in section 4.2.1. A full list of the 
general  documentary  requirements  for  export  is  set  out  in  Table  4-1,  along  with  specific 
requirements by product category in Table 4-2. Requirements notably include: a registration 
of importers of processed food products and food appliances. For certain processed fruit and 
vegetable products, there may be multiple additional requirements such as an import permit 
for plants and plant products. 

As set out in section 4.2, processed fruit and vegetable products in Singapore generally fall 
into the category of processed foods; and as such must comply with the Sale of Food Act. 

In terms of tariffs, currently, European processed fruit and vegetable products imported into 
Singapore are not subject to duties. 

Detailed information on import duties and Rules of Origin and customs procedures can be 
consulted on the European Commission website: 

Main page – select product, country of origin and destination country: 

https://trade.ec.europa.eu/access-to-markets/en/home 

Example link – frozen fruit category (0811) from Spain to Singapore 

https://trade.ec.europa.eu/access-to-markets/en/search?product=0811&origin=ES&destination=SG  

Standards, SPS measures  

The Food regulations do contain some regulations which may be of relevance to processed 
fruit and vegetables, for example No 141 on pickles. 

Labelling 

Generic  labelling  requirements  set  out  in  the  Food  Regulations  were  described  in  section 
4.2.3.  Any  processed  fruit  or  vegetable  products  that  need  to  be  stored  at  a  chilling 
temperature to maintain or prolong their durable life must be date marked, as set out in section 
4.2.3. 

5.12.5 

 Distribution  

As noted in Figure 5-53 the majority of processed fruit and vegetable products in Singapore 
are  purchased  from  supermarkets,  with  70%  of  all  sales  occurring  through  this  channel. 
Hypermarkets account for a sizable sum of close to 16%, and traditional retailers account for 
a further 11%. Internet retailing is growing very slowly with a 2.6% share. 

 
Singapore – MARKET ENTRY HANDBOOK 

Figure 5-53: Distribution of processed fruit and vegetables in Singapore (2018); retail 
value 

Source: Euromonitor International: Packaged food, 2024. 

5.12.6 

 Challenges for EU products 

Processed fruit and vegetable imports from Thailand, Malaysia, China, and Australia dominate 
the market due to their lower prices and types, which align with local preferences. Consumers 
seeking  affordable  canned,  frozen,  or  dried  fruit  and  vegetables  are  more  likely  to  choose 
Asian  brands  over  higher-priced  European  alternatives.  Even  in  the  premium  segment, 
competition from  U.S.  and  Australian  brands  is  strong,  especially  in  categories  like  organic 
frozen berries, high-quality canned tomatoes, and functional processed vegetable products. 
Combining all of this with an overall consumer sentiment that is moving away from processed 
food products more generally (even if convenience is increasingly appreciated) towards fresh 
product offerings, which in the case of processed fruit and vegetables was already the more 
preferred product offering, results in a difficult market to penetrate. 

 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

Market Takeaway: Processed fruit and vegetables 

Consumption: Office workers and parents particularly seek out processed fruit and vegetable products 
due  to  their  convenience;  overall  consumption  is  small  relative  to  fresh  alternatives  and  largely 
segmented between the aforementioned consumer groups and the on-trade food service sector. 

Competition: Primarily imports from countries such as Thailand, Vietnam, the USA, Australia, and China. 

Distribution: Processed fruit and vegetable products were largely sold through supermarkets (70%), with 
a sizable amount also distributed through hypermarkets (16%) and independent grocers (11%). 

Challenges: The Market is slowing down by growth rate signalling market maturity, which is a challenge 
considering the overall market for processed fruit and  vegetables is currently quite moderate in size. 
Consumers  have  a  clear  preference  for  fresh  fruit  and  vegetable  alternatives,  which  is  further 
encouraged  by  government-led  initiatives  to  limit  processed  food  consumption.  Competition  is  also 
fierce between budget exports from other Asian markets and the premium processed fruit and vegetable 
market, which features brands from the US, UK, and Australia. 

Opportunities: Targeting the affluent consumer base of the country coupled with partnering with on-
trade  food  service  outlets  provides  some  opportunities,  coupled  with  marketing  techniques  that 
emphasis the convenience of processed fruit and vegetable products.  

 
 
 
Singapore – MARKET ENTRY HANDBOOK 

5.13  Biscuits and cereal bars 

5.13.1 

SWOT analysis 

STRENGTHS (+) 

WEAKNESSES (-) 

▪  EU  biscuit  and  cereal  bar  products  are 
appreciated for their high quality and ethical 
production. 

▪  EU  exporters  already  adhere  to  high  food 
safety  and  quality  regulatory  requirements 
which  makes 
to 
it  easier 
Singapore’s import standards. 

to  adapt 

▪  EU  biscuits  and  cereal  bars  are  often  more 

expensive than regional alternatives, 

▪  Compliance  with  Singapore  Food  Agency 
(SFA)  requirements  and  nutritional  labelling 
(HCS)  

▪  Malaysia  is  the  largest  exporter,  and  its 
geographic  location  allows  it  to  trade  biscuits 
cheaper than EU producers. 

OPPORTUNITIES (+) 

THREATS (-) 

▪  Urbanised  population  that  heavily  values 

convenient food products. 

▪  Rise  in  the  adoption  of  “fit”  lifestyles,  which 
particularly  benefits  cereal  bars,  which  are 
increasingly  associated  with  visiting  the  gym 
and as a key source of multiple nutrients.  
▪  Partnering  with  digital  marketing  agencies 
and/or  influencers  in  this  sector  can  be 
particularly lucrative, as is targeted marketing 
around festive events such as Christmas or 
Chinese New Year. 

5.13.2 

Consumption 

Evolution of consumption 

▪ 

towards 

apprehension 

Increasing 
the 
consumption  of products that are perceived 
to be unhealthy within the consumer base. 
▪  Fusion  products  are  increasingly  popular  but 
this  trend  largely  benefits  producers  in  other 
Asian markets rather than the EU. 

▪  Other major premium biscuit and cereal bar 
exporters  such  as  the  UK,  US  and  Australia 
have similar trading terms to the EU. 

The Singaporean biscuit and cereal bar market is currently valued at around EUR 180 million, 
with filled biscuits accounting for around EUR 55 million of this figure (31%), followed by plain 
biscuits  (EUR  40  million  —  22%),  chocolate-coated  biscuits  (EUR  31.5  million  —  17%), 
cookies (EUR 22 million — 12%), cereal bars (EUR 12 million — 6%), wafers (EUR 7 million 
— 4%), and dried fruit (EUR 7 million — 4%). 

The market for biscuits and cereal bars has grown in recent years (by retail value), with each 
major  product  category  growing  by  a  CAGR  of  4%+  between  2019  and  2024,  with  wafers 
being the fastest-growing product category by a CAGR of 8% and cookies being the slowest-
growing  by a  CAGR  of 4%.  Looking  ahead, the  total  market for  biscuits  and  cereal  bars  is 
expected to continue growing, albeit at a slower rate of between 2.3% and 5.4%, with filled 
biscuits (the current largest category by retail value) anticipated to grow at the fastest rate of 
5.4% between 2024 and 2029 (Figure 5-54). 

 
 
Singapore – MARKET ENTRY HANDBOOK 

Figure 5-54: Evolution and forecast of the market for sweet biscuits and snack bars in 
Singapore, 2019-2029; EUR million 

Source: Euromonitor International: Packaged Food, 2024. 

Consumers 

Consumption of biscuits and cereal bars across Singapore is largely universal regarding the 
appeal of these products across the major ethnic groups of Singapore. Chinese Singaporeans 
tend  to  appreciate  digestive  biscuits,  wafer  biscuits,  and  protein  bars  (amongst  younger 
consumers), while Malay consumers will be more drawn to biscuit and cereal bar products 
that are halal certified. Indian consumers will be further more likely to be attracted to vegan or 
vegetarian labelled and certified biscuit and cereal bar products. Some other key consumer 
groups of note include:  

•  Health-conscious consumers: This group primarily consists of young to middle-aged 
professionals (25-45 years old), fitness enthusiasts, and individuals managing specific 
health conditions such as diabetes (with Singapore having one of the higher rates of 
diabetes in Asia within its population) or high cholesterol. These consumers tend to be 
highly  aware  of  ingredient  lists,  preferring  whole  grain,  high-protein,  low-sugar,  and 
gluten-free  options.  Digestive  biscuits,  high-fibre  oat  biscuits,  and  granola  bars  are 
among their  top  choices.  Many  also  lean  toward  organic  and  plant-based  products, 
avoiding artificial sweeteners, preservatives, and excessive sugar. 

•  Families with Children: Parents with young children are another key consumer group 
for  biscuits  and  cereal  bar  products;  they can  lead  busy  lives and  seek convenient, 
ready-to-eat  snack  options  that  can  be  packed  for  school,  outings,  or  consumed  at 
home. These consumers are concerned about their children's health and development, 
which  influences  their  preference  for  biscuits  and  cereal  bars  that  offer  added 
nutritional benefits such as fortified vitamins, calcium, or fibre. This has become even 
more  apparent  post-COVID-19  against  the  background  of  the  Singaporean  war  on 
diabetes.  Certain  filled  biscuits  or  cookies  will  also  often  be  purchased  as  a  treat 
product, even if mass consumption of these products is discouraged at a government 
level. 

•  Busy professionals: The urbanised population of Singapore, coupled with the large 
role  the  services  sector  plays  within  its  economy,  leans  towards  the  demand  for 

 
 
Singapore – MARKET ENTRY HANDBOOK 

convenient  snacks  that  can  be  consumed  on  the  go,  which  extends  to  biscuit  and 
cereal  bar  products.  High-energy  biscuits,  protein  bars,  and  breakfast  biscuits  that 
substitute  a  full  meal  are  particularly  popular,  as  they  provide  satiety,  balanced 
nutrition,  and  convenience.  Since  many  consumers  within  this  grouping  (office 
workers, commuters, and students) often skip meals or require on-the-go sustenance, 
they  favour  individually  wrapped,  single-serving  biscuits  and  cereal  bars  that  are 
portable and mess-free. 

Drivers and method of consumption 

•  Demand for convenience: The urbanised population of Singapore, coupled with the 
large role the services sector plays within its economy, lends itself to the demand for 
convenient  snacks  that  can  be  consumed  on  the  go,  which  extends  to  biscuit  and 
cereal  bar  products.  High-energy  biscuits,  protein  bars,  and  breakfast  biscuits  that 
substitute  a  full  meal  are  particularly  popular,  as  they  provide  satiety,  balanced 
nutrition,  and  convenience.  Since  many  consumers  within  this  grouping  (office 
workers, commuters, and students) often skip meals or require on-the-go sustenance, 
they  favour  individually  wrapped,  single-serving  biscuits  and  cereal  bars  that  are 
portable and mess-free.  

•  Culture of snacking: Despite the rise of modern snack trends, cultural and traditional 
influences remain a strong driver of biscuit consumption in Singapore. Biscuits have 
long been a staple snack in Singaporean households, and many families continue to 
purchase them for afternoon tea, breakfast, or social gatherings. Traditional biscuits 
such as digestive biscuits, butter cookies, and cream crackers remain popular among 
older consumers and multi-generational households, where tea or coffee breaks are a 
daily ritual. 

•  Festivities: During Chinese New Year, Hari Raya, Deepavali, and Christmas, there is 
a  sharp  increase  in  demand  for  gift-boxed  biscuits,  festive  cookies,  and  specialty 
snacks. Many households purchase assorted tins of butter cookies, pineapple tarts, 
almond biscuits,  and traditional  kueh for  family gatherings  and  guest  entertainment. 
This seasonal spike in demand creates a strong market for premium and decorative 
biscuits, which are commonly given as gifts. 

Biscuits are commonly paired overall in Singapore with hot beverages such as coffee, tea, or 
Milo,  with  many  Singaporeans  also  enjoying  digestive  biscuits,  cream  crackers,  or  butter 
cookies as part of their breakfast or afternoon tea rituals. 

Purchase criteria 

One of the most significant factors driving purchases is nutritional value and health benefits, 
as more Singaporeans prioritise healthier eating habits. With rising concerns over diabetes, 
obesity, and heart disease, consumers are actively seeking low-sugar, high-fibre, and whole-
grain options  when buying  biscuits  and cereal  bars.  Products  that  offer functional  benefits, 
such as high protein for fitness enthusiasts, fibre for digestive health, or added vitamins and 
minerals for immune support, have gained traction among health-conscious individuals. The 
Healthier Choice Symbol (HCS) introduced by the Health Promotion Board (HPB) plays a key 
role in influencing purchases, as consumers associate it with better nutritional value and opt 
for biscuits that meet the board’s recommended dietary guidelines. Additionally, dietary trends 
such as keto, gluten-free, and plant-based eating have led to increasing demand for biscuits 
with clean labels, non-GMO ingredients, and fewer artificial additives. 

Packaging  and  convenience  are  also  critical  factors  influencing  biscuit  and  cereal  bar 
purchases, especially given Singapore’s fast-paced, urban lifestyle. Many consumers prefer 
single-serving, individually wrapped products that allow for easy snacking at work, school, or 

 
Singapore – MARKET ENTRY HANDBOOK 

while commuting. Resealable packs are popular among families and bulk buyers, as they help 
maintain  freshness  over  multiple  servings.  Parents  purchasing  for  children  often  opt  for 
colourful,  interactive  packaging  featuring  cartoon  characters,  making  snack  time  more 
engaging for kids. For working professionals and students, compact, lightweight packaging is 
preferred for portability, ensuring that biscuits and cereal bars can be easily stored in work 
bags or school backpacks. Additionally, multi-pack formats appeal to cost-conscious families 
and bulk buyers, offering greater value for money. 

Recent market trends 

Major  recent  market  trends  that  continue  to  influence  the  biscuit  and  cereal  bar  market  of 
Singapore include:  

•  Rise  in  premium  and  indulgent  biscuits:  While  health-conscious  products  are 
gaining traction, there is also a growing demand for premium and indulgent biscuits, 
especially among affluent consumers and expatriates. Consumers are willing to pay a 
premium  for  artisanal,  small-batch,  and  imported  biscuits  that  offer  unique  flavours, 
superior ingredients, and luxurious textures. This has driven an increase in gourmet 
biscuits made with  high-quality  butter,  Belgian  chocolate,  organic  honey,  and  exotic 
nuts,  as  well  as  European-style  shortbread  and  Japanese-inspired  wafer  biscuits. 
Premiumisation  has  extended  to  gift-worthy  and  festive  biscuits,  with  consumers 
looking for attractive packaging, seasonal flavours, and limited-edition assortments for 
special  occasions.  This  trend  is  particularly  strong  during  Chinese  New  Year, 
Christmas,  and  corporate  gifting  seasons,  where  luxury  biscuit  tins  and  handmade 
cookies from artisanal bakeries are in high demand. 

•  Digitisation  and  e-commerce  boom:  The  rapid  rise  of  e-commerce  and  digital 
grocery  shopping  has  transformed  how  Singaporeans  purchase  biscuits  and  cereal 
bars. With the increased convenience of online platforms such as RedMart, Shopee, 
Lazada, Amazon, and food delivery apps, consumers now have greater access to a 
wider  variety  of  local  and  international  brands at  their  fingertips. Many  brands have 
shifted towards direct-to-consumer (DTC) models, offering subscription snack boxes, 
exclusive online flavours, and personalised biscuit bundles to cater to digital shoppers. 
Social media marketing, influencer collaborations, and TikTok-driven food trends have 
also  influenced  consumer  buying  patterns,  with  many  consumers  discovering  new 
biscuit brands through Instagram reels, Facebook ads, and YouTube reviews. 

•  Fusion flavours and innovation: Singapore’s multicultural food landscape has led to 
the growing popularity of fusion flavours in biscuits and cereal bars, where traditional 
Asian  ingredients  are  blended  with  modern  snack  formulations.  Consumers  are 
becoming  more  adventurous  with  flavour  choices,  resulting  in  demand  for  biscuits 
infused with matcha, black sesame, pandan, durian, yuzu, and coconut milk. The rise 
of  cross-category  innovation  has  also  introduced  hybrid  products,  such  as  biscuit-
infused protein bars, savoury biscuits with umami flavours, such as cheese, truffle, or 
miso,  and  dessert-inspired  cereal  bars,  incorporating  flavours  like  tiramisu,  salted 
caramel, and cookies-and-cream. 

5.13.3 

Offer 

Domestic production 

While Singapore largely needs to import the key inputs needed to produce biscuits and cereal 
bar products, there is a small yet established production base for these products domestically. 
Companies such as Khong Guan Biscuit Factory, Tai Sun, and Food Empire have been key 
contributors  to  Singapore’s  biscuit  and  snack  industry,  producing  a  mix  of  classic  biscuits, 
cream crackers, and cereal-based snacks for both domestic consumption and export. Some 

 
Singapore – MARKET ENTRY HANDBOOK 

of  these  manufacturers  operate  on  a  regional  scale,  supplying  Singapore  as  well  as  other 
Southeast Asian markets. The presence of private-label manufacturers has also increased, 
with supermarkets such as NTUC FairPrice, Cold Storage, and Giant offering their own house-
brand biscuits and cereal bars, which are often produced by local contract manufacturers or 
regional suppliers. These private-label products are designed to offer affordable alternatives 
to global brands, targeting budget-conscious consumers who prioritize cost-effectiveness and 
quality.  There  is  also  a  small  but  burgeoning  artisanal  and  premium  biscuit  and cereal  bar 
sector within the country, with these producers focusing on the use of a mixture of organic 
ingredients, fusion tastes, or sustainable packaging amongst other innovations. 

Imports and exports 

Singapore is a net importer of biscuits. In 2024, imports totalled EUR 122m, having been at a 
similar  level  in  the  preceding  two  years.  In  contrast,  exports  were  worth  EUR  65m  (Figure 
5-55). 

Figure 5-55: Trade balance (imports and exports) of biscuits, waffles and wafers in 
Singapore, 2020-24; value EUR million 

n
o

i
l
l
i

m
R
U
E
e
u
a
V

l

150

100

50

0

-50

-100

I m p o r t s

2020

2021

E x p o r t s
2022

2023

2024

Source: Trade Map, International Trade Centre - https://www.trademap.org/  

Data for CN codes 190531 and 190532.  

In terms of origins, Malaysia was by some distance the largest origin, accounting for EUR 45m 
of imports (a bit under 40%). Italy is the second largest origin, with imports worth EUR 10m in 
2024. The rest of the EU combined accounts for EUR 19m of imports, with Germany (EUR 
5.9m) and Poland (EUR 3.2m) the most notable member states of origin (Figure 5-56). 

 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

Figure 5-56: Singaporean imports of biscuits, waffles and wafers by country, 2020-24; 
value EUR million 

n
o

i
l
l
i

m
R
U
E
e
u
a
V

l

140

120

100

80

60

40

20

0
2020

2021

2022

2023

2024

Malaysia

Italy

Indonesia

Rest of the EU

Rest of the world

Source: Trade Map, International Trade Centre - https://www.trademap.org/  

Data for CN codes 190531 and 190532.  

EU GI products 

A handful of GIs which may be considered to be for biscuits were listed for protection under 
the EUSFTA. GIs which have completed registration at the time of writing include: 

•  Germany: Aachener Printen, Nürnberger Lebkuchen  

Main competitors 

The  main  competition  for  EU  producers  in  this  market  comes  from  nations  located 
geographically  close  to Singapore  that  export  more  to  Singapore  than  the  EU  does.  While 
local production is not huge, there are also a couple of notable and popular local producers. 

Companies  from  Japan  are  also  establishing  an  internet  retailing  market  here  that  is  very 
popular and requires a variety of unique products from the EU to compete. The rise of internet 
retailing provides one of the areas where EU producers may gain a sizable foothold, but this 
may be logistically challenging given the further distance to the market compared to operators 
in Japan and Australia.  

 
  
 
 
Singapore – MARKET ENTRY HANDBOOK 

5.13.4 

Specific market entry requirements 

Market Access and Entry  

The customs procedures for importing foodstuffs are set out in section 4.2.1. A full list of the 
general  documentary  requirements  for  export  is  set  out  in  Table  4-1,  along  with  specific 
requirements by product category in Table 4-2. Requirements notably include: a registration 
of importers of processed food products and food appliances. 

As  set  out  in  section  4.2,  biscuits  and  cereal  bars  in  Singapore  falls  into  the  category  of 
processed foods; and as such must comply with the Sale of Food Act. 

In terms of tariffs, currently, European biscuit products imported into Singapore are not subject 
to duties. 

Detailed information on import duties and Rules of Origin and customs procedures can be 
consulted on the European Commission website: 

Main page – select product, country of origin and destination country: 

https://trade.ec.europa.eu/access-to-markets/en/home 

Example link – CN code 190531 from Spain to Singapore 

https://trade.ec.europa.eu/access-to-
markets/en/search?product=190531&origin=ES&destination=SG  

Standards, SPS measures  

No 54 of the Food Regulations contains standards for flour confectionery, including biscuits. 

Labelling  

Generic  labelling  requirements  set  out  in  the  Food  Regulations  were  described  in  section 
4.2.3.  

5.13.5 

 Distribution  

Sweet biscuit distribution in Singapore mainly comes from supermarket chains in the country, 
which hold a 63% share of distribution. Hypermarkets make up the second largest distributor 
but  lag  far  behind  at  11.5%.  Internet  retailing  has  grown  rapidly  in  recent  years  and  today 
represents 9% of distribution by value (Figure 5-57). 

 
Singapore – MARKET ENTRY HANDBOOK 

Figure 5-57: Distribution channel overview of sweet biscuits in Singapore (2024); retail 
value 

Source: Euromonitor International: Packaged Food, 2024.  

Similar  to  sweet  biscuit  products,  the  majority  of  snack  bar  sales  in  Singapore  come  from 
modern grocery retailers, with supermarkets accounting for 58.4% of the trade. Convenience 
stores perform better than under the sweet biscuit category, with a total of 20% of the snack 
bar distribution market. Hypermarkets make up 8.5% of the trade, with internet retailers quickly 
catching  up  in recent  years,  with  a total  share today  of  around  7.4%  of  distribution  (Figure 
5-58). 

Figure 5-58: Distribution channel overview of snack bars (including cereal bars) in Singapore 
(2024); retail value 

Source: Euromonitor International: Packaged Food, 2024.  

 
 
 
Singapore – MARKET ENTRY HANDBOOK 

5.13.6 

 Challenges for EU products 

EU exporters face intense competition from well-established international and regional brands. 
The  biscuit  and  cereal  bar  sector  in  Singapore  is  highly  competitive,  with  products  from 
neighbouring Southeast Asian countries, Australia, and other global food producers (UK-US) 
each  competing  for  shelf  space.  Many  of  these  competing  products  benefit  from  lower 
production costs, shorter supply chains, and strong brand recognition. Additionally, products 
marketed as healthy or functional snacks must adhere to nutritional guidelines to qualify for 
certification  under  the  Healthier  Choice  Symbol  (HCS),  a  designation  that  influences 
consumer purchasing behaviour and supermarket placement.  

Market Takeaway: Biscuits and Cereal bars 

Consumption: Consumed universally across the major ethnic groups of Singapore, with some notable 
consumer groups including office workers, parents with children, and health-conscious consumers. 

Competition: Malaysian producers have a sizable foothold in the Singaporean market. 

Distribution: Distribution is largely from supermarkets, which represent over 50% for both products. 
Hypermarkets and convenience stores also have a sizable impact, although their influence is gradually 
being eroded by the rise of internet retailing, which has rapidly expanded in recent years. 

Challenges: Adhering to the nutritional labelling requirements, competition from closer producers with 
trading advantages, and the presence of private label products. 

Opportunities: Internet retailing and marketing, coupled with a focus on premium biscuit and cereal 
bars. 

 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

6  Communication  

6.1  Communication strategy 

Companies marketing and advertising in Singapore have many different channels to consider. 
The  aim  of  this  section  is  to  breakdown  each  section  of  the  mass  media  landscape  in 
Singapore and to introduce the main communication channels (new and traditional media, as 
well as fairs) available in Singapore, as well as key regulations for the advertisement of F&B. 

6.1.1 Online & Digital Media 

Singapore has long maintained its position as one of the most digitally connected countries in 
the world, making it an ideal hub for online and digital marketing campaigns, with the country 
having almost 100% 5G data coverage across its territory. Notable trends include the adoption 
of AI-driven marketing, personalised consumer experiences, and data mining and analytics, 
which continues to influence the digital market globally but particularly in Singapore, which is 
a market often at the forefront of digital innovation as a result of its digitalised population. 

Social media remains a dominant force in Singapore’s digital landscape. YouTube, Facebook, 
and Instagram continue to be among the most popular platforms, with TikTok solidifying its 
position  as  a  key  player  for  short-form  video  content.  Other  widely  used  platforms  include 
LinkedIn, which remains essential for professional networking, as well as X (formerly Twitter) 
and  Pinterest.  Digital  advertising  agencies  (see  box  below)  may  provide  companies  with 
support to develop a successful digital marketing strategy. 

Singaporean Main Digital Advertising Agencies: 

Digital Marketing Singapore, https://digitalm.sg/ 

Jack Morton Worldwide, http://www.jackmorton.com/offices/singapore/ 

Havas Asia Pacific, https://havasmedia.com/ 

The Asia Pacific XM Advertising Agency, https://www.mirumagency.com/en/home 

AD Cool Media, http://ww7.adcoolmedia.com/ 

Leo Burnett, http://leoburnett.sg/ 

BBDO Proximity Singapore, https://www.proximityworld.com/ 

Dentsu Singapore, https://www.dentsuaegisnetwork.com/sg/en 

Edelman Singapore, https://www.edelman.com/offices/singapore 

The 24 Design Studio, https://www.24k.com.sg/ 

 
 
 
Singapore – MARKET ENTRY HANDBOOK 

6.1.2 Social media platforms 

Social  media  marketing  is  very  important  in  Singapore,  considering  that  the  country  has  a 
highly urbanised population with almost universal internet penetration. The country is at the 
crossroads of major global social media trends, both of western and eastern influence, and 
consumers in the country are typically well connected to these trends, which ultimately may 
impact  their  consumption  habits.  Below  is  a  further  breakdown  of  the  major  social  media 
platforms commonly utilised in Singapore:  

YouTube 

More than 4 million Singaporeans use YouTube and 80% of those who use social media think 
it is the best social media platform for online videos. According to studies, as many as 60% of 
users look up product related videos before they decide to buy an item. Moreover, out of the 
slightly older generations (35 to 60 years old), nearly 90% tend to use the platform at least 
once  per  month.  In  total,  circa  2/3  of  users  probably  watch  several  videos  per  YouTube 
session, which makes YouTube a good place for online marketing. 

Facebook 

Facebook  has  remained  a  dominant  social  media  platform  in  Singapore  for  a  significant 
amount of time, boasting approximately 5.3 million active users, which equates to 82% of the 
country's population. The largest demographic comprises individuals aged 25 to 34, totalling 
around 1.67 million users. A significant portion of these users primarily access Facebook via 
mobile  devices,  reflecting  the  platform's  mobile-centric  user  base.  However,  recent  trends 
indicate a gradual decline in younger users, who are gravitating towards emerging platforms 
like  Snapchat  and  Instagram.  Despite  this  shift,  Facebook  continues  to  be  a  valuable 
marketing channel, with a substantial 94% of businesses investing in sponsored posts or paid 
advertisements to leverage its extensive reach and diverse user demographics.61 

Top Facebook influencers in Singapore 

The Straits Times 

Walt Disney Studios 

Mothership.sg 

All Singapore Stuff 

Lianhe Wanbao 

TODAY 

Stomp 

8world News 

Lianhe Zaobao 

Changi Airport 

Tik Tok 

As of 2025, TikTok has solidified its position as a leading social media platform in Singapore, 
with approximately 1.06 million active users, accounting for about 18% of the population. The 
platform's  user  base  is  predominantly  young,  with  a  third  aged  between  19  and  25  years, 

61 Facebook Users in Singapore, Napoleon Cat, available at https://napoleoncat.com/stats/facebook-users-in-singapore/2025/01/  

 
 
Singapore – MARKET ENTRY HANDBOOK 

reflecting its strong appeal among Gen Z. On average, Singaporean TikTok users spend 27 
hours and 39 minutes per month on the app, indicating high engagement levels.62 

Top Tik Tok influencers in Singapore 

DaddyMing (@DaddyMing) 

Dharni (@DharniMusic) 

Arian Teo (@ArianTeo) 

Silly Ian (@Sillyian) 

VFXHD (@vfxhd) 

JJ (@phawphaw414) 

IngremTony (@ingremgametech) 

Instagram 

Instagram had approximately 3.15 million users in Singapore, accounting for just over 50% of 
the population with the largest user group being aged 25 to 34, comprising around 1.16 million 
users.63 Regarding advertising strategies, there is a notable shift towards collaborating with 
micro-influencers—those  with  1  000  to  100  000  followers.  These  influencers  often  achieve 
higher engagement rates and offer more authentic connections with their audiences, making 
them particularly effective for reaching younger demographics.64 

Top Instagram influencers in Singapore 

Yoyo Cao (@yoyokulala) 

Wendy Cheng (@xiaxue) 

Brad Lau (@ladyironchef) 

Christabel Chua (@bellywellyjelly) 

Leslie Tay (@ieatishootipost) 

Benjamin Kheng (@benjaminkheng) 

Daniel Ang (@danielfooddiary) 

Carrie Wong (@carriewst) 

JianHao Tan (@thejianhaotan) 

Bryan Choo (@thesmartlocalsg) 

LinkedIn 

Singapore is one of the leading countries when it comes to users’ connectivity on LinkedIn. 
The platform has around 2.3 million users who make up approximately 2/5th of the population. 
Most  users  are  between  25  and  34  years  old  and  typically  have  150  connections  to  other 
LinkedIn users. Brands or products can get promoted using the following tools: 

62  Social  Media  Statistics  in  Singapore,  Meltwater,  available  at  https://www.meltwater.com/en/blog/social-media-statistics-
singapore  

63 Instagram Users in Singapore, Napoleon Cat, available at https://napoleoncat.com/stats/instagram-users-in-singapore/2024/01  

64  Top  Digital  Marketing  Trends  to  Watch  in  2025  (SEO,  Ads,  Social  Media),  OOm.sg,  https://www.oom.com.sg/top-digital-
marketing-trends-to-watch  

 
 
Singapore – MARKET ENTRY HANDBOOK 

•  Company Page Upgrades. 

•  Custom groups. 

•  LinkedIn Ads. 

•  LinkedIn Display Ads. 

•  Partner Messages. 

Pinterest 

Nearly 10% of Singaporean social media users use Pinterest. Approximately half of the users 
search the platform for information about products such as reviews are experience reports. 
The  platform  can  be  used  to  share  pictures  of  products.  Currently  the  platform  is  not 
extensively being used for marketing reasons by Singaporean businesses, hence, competition 
is low and there is a good chance to profit from this channel. 

WhatsApp, Facebook Messenger, Skype, WeChat and LINE 

Most Singaporeans use WhatsApp, followed by Facebook Messenger and a smaller share of 
people  use  WeChat,  Skype  and  LINE.  Signing  up  for  one  of  those  message  services 
(especially  WhatsApp  Business)  can  help  to  boost  business  because  it  will  be  easier  for 
customers to reach a company and faster communication can be ensured.65 

6.1.3 Food blogs 

Food blogs play a crucial role in promoting food and beverages in Singapore. With a highly 
digital-savvy  population,  many  consumers  continue  to  rely  on  food  blogs  for  trusted 
recommendations,  new  dining  experiences,  and  insights  into  the  latest  food  trends.  These 
blogs  serve  as  a  bridge  between  food  businesses  and  potential  customers  by  providing 
detailed reviews, high-quality visuals, and personal narratives that make dining experiences 
more relatable. Many food bloggers collaborate with restaurants, cafés, and beverage brands 
to showcase new menu items or highlight unique offerings and influencing consumer choices. 

Top Singaporean Food Bloggers 

Ladyironchef, www.ladyironchef.com/  

EatBook, https://eatbook.sg/  

Daniel Food Diary, https://danielfooddiary.com/  

Sparklette, http://sparklette.net/  

Sg Food on Foot, www.sgfoodonfoot.com/  

Rubbish Eat Rubbish Grow, https://rubbisheatrubbishgrow.com/  

Camemberu, www.camemberu.com/  

I Eat, I Shoot, I Post, http://ieatishootipost.sg/  

The Ranting Panda, https://therantingpanda.com/  

65 What Are The Top Social Media Platforms In Singapore And Their Stats https://mediaonemarketing.com.sg/top-social-media-
platforms-singapore-stats/; 6 Singapore social media stats marketers should know https://www.techinasia.com/singapore-social-
media-stats; Social media statistics in Singapore https://www.talkwalker.com/blog/social-media-statistics-singapore 

 
 
Singapore – MARKET ENTRY HANDBOOK 

6.1.4 Traditional Media 

Traditional media’s role in Singaporean lives is decreasing due to the increasing digitalisation 
and excessive internet use of citizens. This does not mean that traditional marketing does not 
exist anymore. It is rather an evolution and adaptation to the digital age. Printed newspapers 
are replaced with their online versions; radio has to compete with online music offerings like 
Spotify; and television competes with streaming services such as Netflix. Using digital media, 
either from mobile phones, tablets or computers, has become the norm. 

Penetration of traditional media in Singapore is set out below: 

•  Television: remains a relevant medium in Singapore, though its role has evolved with 
the rise of digital streaming. According to recent surveys, approximately three-quarters 
of  Singaporeans  still  watch  free-to-air  TV  weekly,  demonstrating  its  continued 
significance. Channel 8 continues to have the highest weekly reach among local TV 
channels,  followed  by  Channel  5  and  CNA  (Channel  NewsAsia).  However,  viewing 
habits have shifted, particularly among younger audiences who increasingly prefer on-
demand streaming services like Netflix, Disney+, and meWATCH over traditional TV 
programming. Despite these changes, TV maintains a strong presence among older 
demographics  and  remains  influential  for  major  events,  news,  and  large-scale 
marketing campaigns. Advertisers still leverage television for broad reach, especially 
during prime-time slots and festive seasons. Hybrid marketing strategies—integrating 
TV commercials with social media and digital platforms—have become the norm. 

•  Print media: as of 2024, only 20% of Singaporeans reported obtaining their news from 
print media, while 83% relied on online platforms.66 The Straits Times remains the most 
widely  read  English-language  newspaper,  with  approximately  30%  of  Singaporeans 
engaging  with  its  content  across  both  print  and  digital  platforms.  However,  digital 
readership  has  far  outpaced  print,  reflecting  a  broader  shift  towards  online  news 
consumption. Other key English-language dailies include The Business Times, which 
continues to cater  to  professionals  and  investors,  while  Today  and  The  New  Paper 
have transitioned to digital-first models. Other major newspapers in other languages 
include Lianhe Zaobao (Standard Singaporean Mandarin), Berita Harian (Malay) and 
Tamil Murasu (Tamil). 

•  Radio: the company Mediacorp continues to dominate Singapore's radio landscape, 
operating nine of the top ten most popular stations and capturing 84.2% of the radio 
market share. Approximately 88.1% of adults tune in weekly, with MediaCorp’s stations 
reaching a record 3.93 million listeners. The most popular stations include YES 933, a 
Mandarin-language  station  with  1.1  million  weekly  listeners,  CLASS  95,  the  leading 
English-language music station, and LOVE 972, another top Mandarin station. 987, an 
English station targeting younger audiences, has seen 30.1% growth, while CAPITAL 
958, a Mandarin news  and  talk  station,  continues to  expand.  Despite traditional  FM 
radio’s stability, digital streaming is growing rapidly.67 

In  addition  to  the  digital  approach,  some  companies  decide  to  advertise  their  products  at 
various  trade  fairs.  Trade  fairs  are  numerous  and  cover  a  broad  range  of  sectors  and  are 
generally  becoming  a more  attractive  and sophisticated  method  for  product  promotion  and 
industry networking. Due to its good location, many fairs in Singapore are international ones 
covering Asia as a whole. 

66  Share  of  respondents in Singapore  who  receive  news  form the  following  sources from  2017 to  2024. Statista.  Available  at 
https://www.statista.com/statistics/1026656/singapore-yearly-comparison-main-news-sources/  

67 Mediacorp sets new audio benchmarks with historic listenership and engagement across stations, explosive growth on digital 
and  social  platforms,  Media  Corp,  available  at  https://www.mediacorp.sg/media-releases/mediacorp-sets-new-audio-
benchmarks-historic-listenership-and-engagement-across-stations-explosive-growth-digital-and-social-platforms-186741  

 
 
Singapore – MARKET ENTRY HANDBOOK 

There are a number of common venues that host trade fairs in the country, but the most well-
known ones are Singapore EXPO, MAX Atria and FHA Food & Beverage.68  

A list of different upcoming fairs can be found online on websites such as:  

•  https://10times.com/singapore/tradeshows 

•  https://www.tradefairdates.com/Singapore-X526-S1-Fairs-Singapore.html 

6.2  Advertising regulations 

Advertisement is regulated through the Singapore Code of Advertising Practice (SCAP). This 
attempts to higher the ethical standard of advertisements in Singapore through industry self-
regulation. In general adverts need to be legal, decent, honest and truthful. 69 However, the 
SCAP is not legally binding. Nonetheless, rules are indirectly set by what the consumer wants 
and accepts. If companies do not value the standard of the SCAP a complaint can be filed and 
if necessary, the name and kind of violation by a company will be published as a punishment.  

•  Advertisement should not attack or disgrace other products (non-denigration). 

• 

It is forbidden to tell lies about other products (non-exploitation). 

•  Ads should not be too similar to other companies’ ads when it comes to parts such as 

layout or text phrases used (non-imitation). 

•  Sponsored messages must be separated from normal content and personal opinions. 

•  All commercial relations need to be disclaimed and these disclaimers must be placed 

where consumers can easily see them. 

•  All fees that are to be charged should be clear from the start. 

•  When  social  media  channels  are  used,  advertisers  are  expected  not  to  use  any 

services that would increase their popularity (e.g. likes). 

•  Ads should not contain racist, sexist, violent or pornographic content, especially not in 

ads for kids. 

• 

• 

• 

It is prohibited for marketers to distribute personal information of children without the 
agreement of their guardians. 

Influencers need to disclose if they get paid for a product they are presenting or not, 
which enables customers to decide if a product was honestly advertised or not. 

It is allowed to use a competitor’s name in own ads to compare products (comparative 
advertising). 

In  January  2025,  Singapore  passed  a  new  Food  Safety  and  Security  bill  which  introduced 
stricter  regulations  on  food  advertising  which  includes  restrictions  on  the  advertising  of 
products that have been labelled “D” within the country’s Nutri-grade system, and the limitation 
of  fast  food  and  processed  food  products  within  media  outlets  that  are  primarily  aimed  at 
children.70 

68 About us https://singaporeexpo.com.sg/about 

69Singapore Code of Advertising Practice https://asas.org.sg/code 

70  Securing  our  food  future  through  the  Food  Safety  and  Security  Bill,  Government  of  Singapore,  available  at 
https://www.sfa.gov.sg/food-for-thought/article/detail/securing-our-food-future-through-the-food-safety-and-security-bill  

 
 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

7  Singaporean Etiquette 

7.1  Quick facts 

Typically, the naming format in Singapore will follow this convention depending on the ethnic 
group in question:  

•  Chinese: Family Name, First Name. 

•  Malay: First Name, Bin (Son of) or Binti (Daughter of), father’s first name. 

• 

Indian: First Name, (Son of or Daughter of), father’s first name. 

•  English  version:  Certain  Singaporeans  may  just  use  an  anglicised  version  of  their 

name, in which case the first name then surname format applies.  

It  is  important  to  note  that  due  to  the  large  variety  of  ethnic  groups  in  Singapore,  what  is 
perceived as proper etiquette will often depend on the individuals one is dealing with and their 
background. What offends someone from the Malay population may not offend someone from 
the Chinese population. However, generally in Singapore:71  

• 

It is expected that the elderly are to be treated with the utmost respect as is common 
in Asian countries. In business meetings the elderly will have a lot of influence over 
younger members present.  

•  Punctuality is essential in Singapore. Arriving at a meeting after a pre-arranged time 

will be perceived as a lack of respect for the person who is waiting. 

•  Spitting or littering is publicly frowned upon; you will receive looks of disgust and even 
possibly a verbal warning from a member of the public who witnesses you conducting 
these acts. As noted in section 3.3.2, the chewing of gum is prohibited, as is eating 
food on public transport. 

•  Public displays of affection in public are generally considered to be inappropriate. 

•  Never touch a person’s head. The head is considered sacred to a large segment of 

the Singaporean population. 

•  When conducting meetings, take into account the ethnicity of the individual being met. 
For  example,  arrange  a  meeting  on  a  different  day  than  Friday  for  Malay  who  are 
generally Muslim and do not bring pork to a meeting that involves Malay or beef to a 
meeting  with  Indian  individuals  who  generally  cannot  eat  these  meats  for  religious 
reasons. 

71 https://singapore.um.dk/en/the-trade-council/menu-4/ ; https://www.tripsavvy.com/doing-business-singapore-4071066  

 
 
 
Singapore – MARKET ENTRY HANDBOOK 

7.2  Key DOs and DON’Ts 

Dos 

Don’ts  

•  Make an effort to keep discussions harmonious 

• 

and balanced. 

Feet are considered unclean, it is best that you 
do not touch or move anything with your feet. 

•  When  receiving  a  business  card,  take  it  with 
both hands and do not do anything to damage 
the  card,  as  this  will  be  viewed  as  highly 
disrespectful. 

•  Keep in mind in Singapore that keeping face is 
very  important  to  Singaporeans,  engaging  in 
actions that cause a Singaporean to lose face 
is  highly  disrespectful  and  will  tarnish  your 
reputation. 

•  Having your business card in both English and 
Mandarin  is  a  norm  in  Singapore  and  will  be 
appreciated even if the recipient speaks perfect 
English. 

• 

that  you  count 

etiquette 
Typical  Singaporean 
indicates 
ten  before 
responding.  This  is  done  to  demonstrate  that 
you  have  given  careful  consideration  to  the 
other person. 

listening 
to 

•  Respect the laws and norms of Singapore, the 
population  is  very  proud  of  the  country  and 
expect  foreigners  to  comply  with  the  cultural 
norms of Singapore and respect the country.  

•  Raising  your  voice  will  be  perceived  as  an 
expression  of  anger,  regardless  of  context. 
Singaporeans speak in a lower tone. 

•  Complimenting  Singaporeans  based  on  their 
to  be 

typically  perceived 

is 

appearance 
insincere. 

• 

The  left  hand  is  considered  unclean  amongst 
Singapore's Muslim and Hindu population; to be 
safe  in  general,  just  use  your  right  hand  to 
shake hands and eat food.  

•  Avoid publicly debating or disagreeing with an 
elder person; this will only cause them to lose 
face and you to lose the respect of others. 

•  Do  not  criticise  the  government  or  policies  of 
Singapore.  The  government  has  a  lot  of 
influence  over  the  lives  of  Singaporeans  and 
criticism  from  foreigners  will  generally  not  be 
tolerated  by  Singaporeans  who  have  great 
respect  for 
in 
Singapore's independence.  

the  government  and  pride 

 
 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

8  Directory  of  Trade  Support  Projects,  Organisations, 

and Service Providers  

There are a variety of services available, both within the EU and in Singapore, for producers 
wishing to export to Singapore. These service providers include EU funded projects, services 
provided  by  the  Member  States  and  their  embassies,  other  organisations  and  service 
providers, as well as buyers, importers, and distributors.  

•  Section  8.1  contains  the  project  profiles  for  EU  funded  initiatives  operating  in 

Singapore.  

•  Section  8.2  contains  the  contact  information  for  Member  State  embassies  within 

Singapore. 

•  Section 8.3 contains a listing of service providers, including some information on the 

services available.  

•  Section 8.4 provides a calendar of exhibitions, trade shows, and other events to be 

held in Singapore in 2025.  

•  Section  8.5  contains  a  database  of  professionals’  contacts  (buyers,  importers,  and 

distributors).  

8.1  European Union Organisations 

Certain EU funded, or co-funded, projects within Singapore offer a range of business enabling 
services and information providing important insights into the Singaporean market. Depending 
on  your  company  profile  these  services  can  be  free  or  fee  based;  and  are  available  for 
companies from any EU Member State.  

Enterprise Europe Network Singapore Centre 

The Enterprise Europe Network in Singapore was established in 2008 and has partnered with 
over  600  organisations  located  in  52  countries.  It  serves  as  a  contact  point  for  providing 
information and support to SMEs in the fields of international business cooperation, innovation, 
knowledge,  and  technology  transfer.  The  EEN's  core  objective  is  to  facilitate  business 
development between European companies and companies in the USA, Japan, China and 
now Singapore.  

Contacts 

230 Victoria Street #09-00 Bugis Junction Office Tower 

188024 

 
 
 
Singapore – MARKET ENTRY HANDBOOK 

Singapore🕾 +65 6513 0388 

🖳 https://een.ec.europa.eu/local-contact-points/sg  

European Chamber of Commerce in Singapore  

Established  in  2001,  EuroCham’s  mission  is  to  represent  the  business  interests  of  its 
European members in Singapore and to improve the business environment in Singapore for 
the benefit of all businesses. It is currently composed of European National Business Groups 
as well as direct corporate members.  

Contacts 

 138 Robinson Road, #11-04 Oxley Tower 068906 Singapore 

🕾 (+65) 6836 6681 

🖂 info@eurocham.org.sg 

🖳 https://eurocham.org.sg/ 

Central and Eastern European Chamber of Commerce in Singapore (CEEC) 

CEEC is an independent non-profit organisation, which supports CEE companies which are 
already active in Singapore and advise new entrants on the challenges in  this market. The 
Chamber  represents  companies  from  15  countries  (Austria,  Bulgaria,  Croatia,  Czech 
Republic,  Estonia,  Hungary,  Latvia,  Lithuania,  North  Macedonia,  Montenegro,  Poland, 
Romania, Serbia, Slovak Republic, and Slovenia). 

Contacts 

 138 Robinson Road, # 11-04 Oxley Tower, Singapore 

🕾 (+65) 6836 6681 

🖂 hello@ceec.org.sg 

🖳 https://ceec.org.sg/ 

 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

8.2  Directory of EU Member State Embassies/Consulates 

EU MS 

Address 

Contact information 

600 North Bridge Road #24-04/05 
Parkview Square, Singapore 188778 

Singapore 

9 Robinson Rd, #25-01 

068897 Singapore  

🕾 (+65) 6396 6350 

🖂 singapur-ob@bmeia.gv.at  

🖳 http://www.bmeia.gv.at/oeb-
singapur/  

🕾 (+65) 6220 7677 

🖂 Singapore@diplobel.fed.be  

34-36, Jalan Imam Bonjol 10310 Jakarta 
Indonesia 

🕾 (+62) 23-390-40484048 

🖂 Embassy.Jakarta@mfa.bg  

Austria 

(Embassy) 

Belgium 

(Embassy) 

Bulgaria 

(Embassy in Indonesia is 
responsible for Singapore)  

Croatia 

(Embassy in Indonesia is 
responsible for Singapore)  

Menara Mulia-Suite 2801, Jl. Gatot 
Subroto Kav. 9-11 12930 Jakarta 
Indonesia 

Cyprus 

(Honorary Consulate)  

102F Pasir Panjang Rd, Singapore 
118530  

🖳 www.mfa.bg/embassies/indonesia  

🕾 (+62) 21 525 7822 

🖂 jakarta@mvep.hr  

🖳 https://mvep.gov.hr/id/en  

🕾 (+65) 92 47 2109 

🖂 Cyprus.singapore@gmail.com  

Czech Republic  

(Embassy) 

47 Scotts Road, Goldbell Towers #11-
02/03, Singapore 228233 

🕾 (+65) 6797 1050  

🖂 singapore@mzv.gov.cz  

Denmark 

(Embassy) 

Estonia  

(Embassy) 

Finland 

(Embassy)  

🖳 
https://mzv.gov.cz/singapore/en/index.
html  

101 Thomson Road, #13-01/02 United 
Square, Singapore  

🕾 (+65) 6355 5010 

🖂 sinamb@um.dk  

18 Robinson Rd, #21-01, Singapore 
048547 

🖳 https://singapore.um.dk/en  

🕾 (+65) 6229 6740 

🖂 embassy.singapore@mfa.ee  

🖳 https://singapore.mfa.ee/  

 101 Thomson Road, # 21-03 United 
Square 

🕾 +65 625 440 42 

🖂 Appointment.SIN@gov.fi  

🖳 
https://finlandabroad.fi/web/sgp/front
page  

 
 
 
 
 
 
France 

(Embassy) 

Germany 

(Embassy) 

Greece 

(Embassy) 

Hungary 

(Embassy) 

Ireland 

(Embassy) 

Italy  

(Embassy) 

Latvia  

(Honorary Consulate) 

Lithuania  

(Embassy) 

Luxembourg  

(Honorary Consulate) 

Malta  

(Honorary Consulate) 

The Netherlands 

(Embassy) 

Singapore – MARKET ENTRY HANDBOOK 

101-103 Cluny Park Road  

Singapore 259595 

🕾 (+65) 68 80 78 00  

🖳 sg.ambafrance.org  

50 Raffles Place #12-00 Singapore 
Land, Singapore 048623 

🕾 (+65) 65336002 

🖳 https://singapur.diplo.de/sg-en  

Goldbell Towers, 47 Scots Rd. 228233 
Singapore 

🕾 (+65) 67323011 

🖂 gremb.sg@mfa.gr  

250 N Bridge Rd, #29-01/A, Raffles City 
Tower, 179101 Singapore  

541 Orchard Rd, Liat Towers, 8th Floor, 
238881 Singapore 

9 Raffles Pl, #33-01 Republic Plaza, 
Singapore 048619 

🖳 
www.mfa.gr/missionsabroad/en/singa
pore  

🕾 (+65) 6883 0882 

🖂 mission.sin@mfa.gov.hu  

🖳 szingapur.mfa.gov.hu  

🕾 (+65) 262387616 

🖳 
https://www.ireland.ie/en/singapore/e
mbassy/  

🕾 (+65) 62506022 

🖂 ambasciata.singapore@esteri.it  

🖳 https://ambsingapore.esteri.it/en/  

19 Cecil Street, The Quadrant, 049704 
Singapore  

🕾 (+65) 62365174 

🖂 info@consul-latvia.sg  

18 Robinson Rd. #10-01, 048547 
Singapore 

🕾 (+65) 62323772 

🖂 amb.sg@mfa.lt  

9 Oxley Rise, The Oxley, 238697, 
Singapore  

10 Anson Rd, International Plaza. 
079903 Singapore  

541 Orchard Towers. Liat Towers, 
238881 Singapore  

https://sg.mfa.lt/en/about-us/the-
embassy/37  

🕾 (+65) 68300162 

🖂 lu.sg@gmail.com  

🕾 (+65) 6324 2060  

🖂 Malta@sinoda.com.sg  

🕾 (+65) 67371155  

🖳 
https://www.netherlandsworldwide.nl/
contact/embassies-consulates-
general/singapore/embassy-singapore  

 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

435  Orchard  Rd.  Wisma  Atria  Office 
Tower 238877 Singapore 

🕾 +65 62359478 

🖳 https://www.gov.pl/web/singapur  

3 Killiney Rd, Winsland House, 239519 
Singapore 

🕾 (+65) 62242256 

🖂 singpura@men.pt  

🖳https://singapura.embaixadaportuga
l.mne.gov.pt/en/  

Kings Centre, Havelock Rd, 169662 
Singapore  

🕾 (+65) 67355023 

🖂 Singapore@mae.ro  

Poland 

(Embassy) 

Portugal  

(Embassy) 

Romania 

(Embassy) 

Slovakia 

200 Cantonment Rd, 089736 Singapore 

🖳 https://singapore.mae.ro/en  

🕾 (+65) 62366111 

🖂 Mosecretary@stamfordland.sk  

(Honorary Consulate) 

Slovenia  

(Honorary Consulate) 

Spain 

(Embassy) 

Sweden 

(Embassy) 

101 Cecil Street Tong Eng Building, 
069533 

🕾 (+65) 6 221 8328  

🖂 gerald.lim@sloveniaconsul.si  

Temasek 

7 
Singapore  

Boulevard, 

038987, 

🕾 (+65) 67259220 

🖂 emb.siongapur@maec.es  

🖳 
https://www.exteriores.gob.es/Embaja
das/singapur/  

1 Temasek Avenue 039192, Singapore 

🕾 (+65)- 64159720 

🖂 ambassaden.singapore@gov.se  

🖳 
https://www.swedenabroad.se/en/em
bassies/singapore-singapore/  

 
 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

8.3  Other organisations and service providers 

8.3.1 Trade  promotion  organisations  (TPOs)  and  agri  food  promotion 

organisations (APOs) 

Central offices inside EU Member States 

EU MS 

Address / location 

Contact information 

Austria 

Austria 

🖳 https://www.ama.at/Home  

Agrarmarkt Austria Marketing 
(APO) 

Austria 

Austria 

🖳 https://www.advantageaustria.org/  

Advantage Austria 

Belgium (Flanders) 

Belgium 

🖂 michele.surinx@fitagency.be  

FIT (TPO) 

Belgium (Flanders) 

Flanders’ Agricultural Marketing 
Board (APO) 

Koning Albert II-laan 35 box 50 - 
1030 Brussels 

Belgium 

🖳www.flandersinvestmentandtrade.com  

🕾 +32 491861700 

🖂 gert.vancausenbroeck@vlam.be 

 export@vlam.be  

🖳 https://www.vlaanderen.be/vlam/  

Belgium (Wallonia) 

AWEX / Wallonia-Brussels / 
Wallonia.be, (TPO) 

Belgium (Brussels) (TPO) 

Bulgaria 

Bulgarian Small and Medium 
Enterprises Promotion Agency 
(TPO) 

Cyprus 

Trade Service of the Ministry of 
Energy, Commerce and Industry 
(TPO) 

Place Sainctelette 2, Brussels, 
Belgium 

🖂 agrifood@awex.be  

🖳 http://wallonia.be/fr/investir  

Belgium 

Bulgaria 

🖳 https://hub.brussels/en/  

🖳https://www.sme.government.bg/en/  

6, Andreas Araouzos Street, 1421, 
Nicosia, Cyprus 

🕾 00357 22867268 

🖂 ts@meci.gov.cy 

🖳http://www.mcit.gov.cy/mcit/mcit.nsf/ind
ex_en/index_en  

Finland 

Business Finland 

France 

Business France  

France 

SOPEXA (APO) 

Finland 

🖳 https://www.businessfinland.com/  

77 Boulevard Saint-Jacques, 75014 
Paris, France 

🖂  

poleconseilagrifood@businessfrance.fr  

🖳 https://www.businessfrance.fr/  

France 

🕾 (+33) 01 55 37 50 00 

🖂 mybusiness@sopexa.com 

 
 
Singapore – MARKET ENTRY HANDBOOK 

Estonia 

Estonia 

Enterprise Estonia (TPO) 

🕾 (+372) 6279421 

🖂 info@eas.ee 

Germany 

Germany 

Federation of German Food and 
Drink (APO) 

Greece  

Enterprise Greece / Office of 
Economic and Commercial Affairs 
(TPO) 

109 Vasilisis Sophias Avenue, 115 
21 Athens, Greece 

Hungary 

Hungary  

🖳 https://www.eas.ee/?lang=en  

🕾 (+49) 30 200786-157 

🖂 bve@bve-online.de 

🖳 https://www.bve-online.de/english  

🕾 +30 210 335 5779 /+30 210 3355 729 

🖂 v.kyrkou@eg.gov.gr 

 a.gravanis@eg.gov.gr  

🖳https://www.enterprisegreece.gov.gr/en/  

🕾 (+36) 1 922 2600 

🖂 info@hepa.hu 

🖳 https://hepa.hu/en  

Hungarian Export Promotion 
Agency (TPO) 

Ireland 

Enterprise Ireland (TPO) 

Ireland 

Board Bia (APO) 

Italy 

Italian Trade Agency (TPO) 

Ireland 

Ireland 

🖳 https://www.enterprise-ireland.com/en/  

🖳 https://www.bordbia.ie/  

Via Liszt 21, Rome, Italy 

🖂 segreteria.marketing@ice.it  

🖳 https://www.ice.it/en/  

Lithuania 

Lithuania 

🖳 https://inovacijuagentura.lt/  

Innovation Agency Lithuania 

Luxembourg 

Luxembourg 

🖳 https://www.tradeandinvest.lu/  

Luxembourg Trade and Invest 

Malta 

Malta 

🖳 https://www.trademalta.org/  

Trade Malta (TPO) 

Netherlands 

Netherlands 

🖳 https://english.rvo.nl/  

Netherlands Enterprise Agency 
(TPO) 

Portugal 

Portugal 

Portuguese Trade & Investment 
Agency – AICEP (TPO) 

🖳https://www.portugalglobal.pt/EN/Pages/I
ndex.aspx  

Slovenia 

Slovenia 

🖂 sonja.demsar@spiritslovenia.si; 

Spirit Slovenia (TPO) 

 info@spiritslovenia.si  

🖳 https://www.sloveniabusiness.eu/  

Spain 

Spain 

🕾 +34 91 411 72 11 

 
 
 
  
Singapore – MARKET ENTRY HANDBOOK 

FIAB (APO) 

Spain 

ICEX  

Paseo de la Castellana, 278 - 28046 
Madrid, Spain 

🖂 internacionalizacion@fiab.es, 
v.puente@fiab.es  

🖂 maria.naranjo@icex.es  

🖳https://www.icex.es/icex/es/index.html  

Offices in Singapore 

EU MS 

Austria 

Address / Location 

Contact information 

Singapore (regional) 

🕾 +65 6396 6350 

Advantage Austria in Singapore  

600  North  Bridge  Rd,  #24-04/05 
188778 Singapore  

🖂 Singapore@advantageaustria.org  

🖳 www.advantageaustria.org/sg  

Belgium 

Singapore (regional) 

🕾 (+65) 62 27 39 97  

Flanders Investment & Trade  

Embassy of Belgium, 8 Shenton Way 
14-01 AXA Tower 068811 Singapore  

🖂 singapore@fitagency.com  

🖳 
https://www.flandersinvestmentandtrade.com/en/
contact/foreign-offices/singapore 

Belgium 

Singapore (regional) 

🕾 (+65) 62 51 00 79  

Wallonia Export & Investment  

51 Goldhilll Plaza #21-11/12 308900 
Singapore  

🖂 Singapore@brussellsinvestexport.com  

🖳 
export.brussels/fr/about-us  

http://singapore.invest-

France 
of 

by 
Commerce 

French 
in 

France 

Business 
Chamber 
Singapore  

Ireland 

Enterprise Ireland (TPO) 

Ireland 

Bord Bia (APO) 

105 Cluny Park Road, 

Singapore - 259595 

🕾 (+65) 68 80 78 98 

🖂 events(@)fccsingapore.com  

Singapore (regional) 

🕾 (+65) 68 04 93 80 

🖂 kevin.ryan@enterprise-ireland.com  

Bord  Bia  South  East  Asia  and 
Oceania  office,  Ireland  House  541 
Orchard Road Liat Towers, 8th Floor 
Singapore 238881 

🕾 (+65) 68 04 93 44 

🖂 lisa.phelan@bordbia.ie 

Spain (Catalunya) 

Singapore (regional) 

🕾 (+65) 93 476 72 00 

Catalonia  Trade  and  Investment 
Office (TPO) 

🖂 singapore@catalonia.com  

Spain (Basque country) 

Singapore (regional) 

🕾 (+65) 66 22 58 69 

One  Raffles  Quay,  North  Tower, 
Level 25, Suite 38, Singapore 048583 

🖂 phuidobro@basquetrade.eus  

Spain 

ICEX 

Temasek Boulevard, 19-03,  

7 Suntec Tower One #19-03 

Singapore 038987 

🖂 
singapur@comercio.mineco.es 

antonio.garcia@comercio.mineco.es; 

🖳  https://www.icex.es/es/quienes-somos/donde-
estamos/red-exterior-de-comercio/SG/inicio  

 
 
  
Singapore – MARKET ENTRY HANDBOOK 

8.3.2 Other relevant organisations 

Service provider 

Address 

Contact information 

SERVICES FOR BELGIAN COMPANIES 

Belgium Luxembourg Chamber of 
Commerce (BLCC) 

SERVICES FOR BULGARIAN COMPANIES 

4 Battery Road, Bank of 
China Building #25-01 
049908 Singapore  

🕾 (+65) 92366558 

🖂 blcc@blcc.org.sg  

🖳 https://blcc.org.sg/blcc  

Bulgarian Chamber of Commerce & 
Industry 

17, Adriana Budevska Str.  

🕾 (+359 2) 8117 400; 987 26 31 

Sofia 1463, Bulgaria 

🖂 bcci@bcci.bg  

SERVICES FOR CROATIAN COMPANIES 

Croatian Chamber of Economy 

SERVICES FOR CZECH COMPANIES 

Czech Chamber of Commerce 

SERVICES FOR CYPRIOT COMPANIES 

Cyprus Chamber of Commerce and 
Industry 

SERVICES FOR DANISH COMPANIES 

Rooseveltov trg 2, 10000 
Zagreb, Croatia 

🖂 investicije@hgk.hr  

🖳 www.investincroatia.hr  

Florentinum, Na Florenci 
2116/15, 110 00 Praha 1 

🕾 +420 266 721 300 

🖂 office@komora.cz  

🖳 http://komora.cz  

38, Grivas Dhigenis Ave. & 
3, Deligiorgis Str., P.O.Box 
21455, 1509 Nicosia 

🕾 +357 22889800 

🖂 chamber@ccci.org.cy  

Danish Business Association Singapore 

c/o Royal Danish Embassy  

🕾 +65 9144 6272 

101 Thomson Road 

🖂 dabs@dabs-singapore.com  

#13-01/02 United Square 

🖳 https://www.dabs-singapore.com/  

Singapore 307591 

SERVICES FOR DUTCH COMPANIES 

ADB- DutchCham (Singapore) 

101 Telok Ayer Street 

🖂 Through website 

#04-01, 

Singapore 068574 

🖳 https://dutchcham.sg/  

SERVICES FOR ESTONIAN COMPANIES 

Estonian Chamber of Commerce & 
Industry 

Toom-Kooli 17, 10130 
Tallinn 

🕾 +372 604 0060 

🖂 koda@koda.ee  

 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

SERVICES FOR FINNISH COMPANIES 

Finnish Business Council in Singapore  

SERVICES FOR FRENCH COMPANIES 

France – Singapore chamber of 
commerce  

SERVICES FOR GERMAN COMPANIES 

Singaporean – German chamber of 
Industry and commerce  

SERVICES FOR IRISH COMPANIES 

Irish chamber of commerce in Singapore  

SERVICES FOR ITALIAN COMPANIES 

Italian Chamber of commerce in 
Singapore  

SERVICES FOR LATVIAN COMPANIES 

The Embassy of Finland, 
1010 Thomson Rd, 307591 
Singapore  

🕾 (+65) 8110 8010 

🖂 fbcsg@fbcsg.org  

🖳 http://www.fbcsg.org/  

L541 Orchard Rd # 09-01 
Liat Towers 23881 
Singapore  

🕾 (+65) 69331350 

🖳 https://www.fccsingapore.com/  

25 International Business 
Park 05-105 German centre 
609916 Singapore 

🕾 (+65) 6433 5330 

🖂 info@sgc.org.sg  

🖳 www.sgc.org.sg  

Ireland House, 541 Orchard 
Rd #08-01 Liat Towers, 
Singapore 238881  

🕾 +65 62358897 

🖂 support@irishchamber.org.sg 

🖳 https://www.irishchamber.com.sg/  

160 Robinson Rd SBF 
Center #20-05 068914 
Singapore  

🕾 (+65) 62230356  

🖂 singapore@italchamber.org.sg  

🖳 http://www.italchamber.org.sg/  

Latvian Chamber of commerce and 
industry  

35 Krisjana Valdemara str., 
Riga, LV-1010, Latvia 

🕾 +371 67225592 

🖂 info@chamber.lv  

SERVICES FOR LITHUANIAN COMPANIES 

Lithuanian Chamber of commerce and 
industry  

Vašingtono sq. 1-63a, LT-
01108 Vilnius 

🕾 (370) 2613 102 

🖂 info@chambers.lt  

🖳 https://chambers.lt/en/  

SERVICES FOR LUXEMBURG COMPANIES 

Belgium Luxembourg Chamber of 
Commerce (BLCC) 

4 Battery Road, Bank of 
China Building #25-01 
049908 Singapore  

🕾 (+65) 92366558 

🖂 blcc@blcc.org.sg  

🖳 https://blcc.org.sg/blcc  

SERVICES FOR MALTESE COMPANIES 

 
Singapore – MARKET ENTRY HANDBOOK 

The Malta Chamber of Commerce, 
Enterprise and Industry 

64, Republic Street, 
Valletta, Malta 

Not available 

SERVICES FOR PORTUGUESE COMPANIES 

Portuguese Business Society of 
Singapore  

SERVICES FOR ROMANIAN COMPANIES 

Raffles Place, Singapore 

🖳 https://portuguesebs.wixsite.com/site  

Chamber of Commerce and Industry of 
Romania 

Address: 2, Octavian Goga 
Blvd, sector 3, 030982 
Bucharest 

🕾 +40 21 3117534 

🖂 narcis.pirnau@ccir.ro  

🖳 www.ccir.ro  

SERVICES FOR SLOVAK COMPANIES 

Slovak Chamber of Commerce & 
Industry 

Gorkého 9, 81603 
Bratislava, Slovakia 

🕾 +421 2 54433272 

SERVICES FOR SLOVENIAN COMPANIES 

Chamber of Commerce and Industry of 
Slovenia 

Dimičeva 13, SI-1504 
Ljubljana 

🕾 +386 1 5898 000 

🖂 info@gzs.si  

SERVICES FOR SPANISH COMPANIES 

Spanish Chamber of Commerce 

SERVICES FOR SWEDISH COMPANIES 

Sweden Chamber of Commerce 

C/ Ribera de Loira, 12 - 
28042 Madrid 

🕾 (+34) 91 590 69 00 

🖂 infor@spaincc.ore  

🖳 https://www.camara.es/en 

Brunnsgatan 2, 111 38 
Stockholm, Sweden 

🕾 (+46) 8 555 100 00  

🖳 https://www.chamber.se/  

 
 
 
Singapore – MARKET ENTRY HANDBOOK 

8.4  Calendar of trade events and exhibitions in 2025 / 26 

Event 

Date 

Recurrence 

Venue 

Organiser Details 

February 2025 

Sustainable foods 
summit  

March 2025 

APAC food and 
beverage expo 

April 2025 

FHA Food and 
Beverages 

25 – 26 

Annual 

Marina Madarin  

🕾 +65-96395390 

🖂 info@sustainablefoodssummit.com  

🖳 
https://sustainablefoodssummit.com/asia/  

13 - 16 

Annual 

Singapore Expo Hall 
5  

🖂 Sales@apaclft.com  

🖳 https://apaclftexhibitions.com/apac-
food-beverage-expo-march-2025/  

8 - 11 

Annual 

Singapore Expo 

🖂 enquiry@foodnhotelasia.com  

🖳 https://www.fhafnb.com/  

PetExpo Singapore 

25 - 27 

Annual 

Singapore Expo  

🕾 +65-6389-6633 

🖂 hello@petexposg.com  

🖳 https://petexposg.com/  

May 2025 

Duty free and travel 
retail summit TFWA 
Asia Pacific 
Exhibition & 
Conference 

11-15 

Annual 

Mariana Bays Sands  🖂 Contact through website 

🖳 https://www.tfwa.com/tfwa-asia-
pacific-exhibition-conference  

Vinexpo Singapore 

27 – 29 

Annual 

Marina Bay Sands  🖂 Contact through website 

🖳 https://vinexpoasia.com/  

July 2025 

Singapore Food 
Festival  

TBA 

Annual 

Across Singapore 

🖳 https://singaporefoodfestival.com/  

World food fair 

TBA 

Annual  

Singapore Expo 

🖳 
https://www.singaporefoodshows.com.sg/
sg/about-us/world-food-fair  

Speciality Food and 
Drink Asia 

TBA – June or 
July 

October 2025 

Annual 

TBA 

🖳 https://www.sfdasia.com/  

 
 
 
 
 
 
 
 
 
 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

World’s leading 
wines  

22nd  

Annual  

Goodwood park 
hotel 

🖳 https://www.eventseye.com/fairs/f-
world-s-leading-wines-singapore-20944-
1.html  

April 2026 

ProWine Asia 

21-24 

Biennial 

Singapore Expo  

🕾 (+65) 63329642 

9 Aviation Rd, 
498760 Singapore 

🖂 Bearrrice@mda.com.sg  

🖳 https://www.prowine-singapore.com/  

 
 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

8.5  Database of professionals’ contacts 

List of relevant buyers, importers and distributors 

Company name 

Type 

Area of interest 

Contact information 

AA  French  Wine  Pte 
Ltd. 

Import/ Distribution 

Wine (French)  🕾 (+65) 9159 5679 

A-Linkz Marketing Pts 
Ltd  

Import/ Distribution 

🖂 sales@frenchwine.com.sg  

🖳 http://www.frenchwine.com.sg/  

Various 
processed  F&B 
inc. olive oil 

🕾+65 63271813  

🖂 alinkz@singnet.com.sg  

🖳 http://www.alinkzmarketing.com/ 

Aires Fresh  

Import/ Distribution 

Fresh F+V 

🕾 (+65) 67736281 

🖂 through website 

🖳 https://www.ariesfresh.com/  

All  Big  Frozen  Food 
Pte Ltd  

Import/ Distribution 

Various 
foods  

frozen 

🕾 (+65) 66942300 

🖂 through website 

🖳 http://www.allbig.com.sg/  

Amax Foods Pte Ltd 

Import/ Distribution 

Meat  

🕾 (+65) 9817 9371 

🖂 joe@amaxfoods.com  

Ampelia Wines 

Import/ Distribution 

Wine 

🕾 (+65) 93881436 

Angra  Wine 
spirits 

and 

Import/ Distribution 

Wine, spirits 

🕾 (+65) 6532 7791 

🖂 info@angra.com.sg  

🖳 http://www.angra.com.sg/  

🕾 (+65) 6265 2288 

🖳 https://asianblending.com/  

Asian blending 

Ingredients 
import 

production 

/ 

Various, notably 
dairy 

Asian  Food  Network 
Pte Ltd 

Import/ Distribution 

Gourmet F&B  🕾 (+65) 8885 2345  

Associate  &  United 
Distributors Pte Ltd 

Distribution 

Chocolate  and 
confectionery 
(FMCG) 

🕾 (+65) 6289 4204 

🖂 sales@aud.com.sg  

🖳 https://www.aud.com.sg/  

Ban Choon 

Import/ Distribution 

Fresh F+V 

🕾 (+65) 6777 7333 

🖂 enquiries@banchoon.com.sg  

🖳 https://www.banchoon.com.sg/  

Beautiful wines 

Import/ Distribution 

Wine 

🕾 (+65) 63921236 

🖂 info@beautifulwine.com.sg  

 
Singapore – MARKET ENTRY HANDBOOK 

🖳 https://www.beautifulwine.com.sg/  

Benelux  Flowers  & 
Food Pte Ltd 

Import/ Distribution 

Fruit 
Vegetables 

and 

🕾 (+65) 6779 6890 

🖳 https://www.beneluxproduce.com/  

Bidfood 
(previously Angliss) 

Singapore 

Import/ Distribution 

Various 
F&B, 
notably for food 
service 

🕾 (+65) 6778 8787 

🖂 enquiries@bidfood.com.sg  

🖳 https://bidfood.com.sg/  

Boncru fine wines 

Import/ Distribution 

Wine 
French) 

(mainly 

🕾 (+65) 9654 3426 

🖂 marco@boncrufinewines.com  

🖳 https://www.boncrufinewines.com/  

Butcher’s box 

Import/ Distribution 

Main meat 

🕾 (+65) 8834 4983 

Candy Empire 

Import/ Distribution 

🖂 sales@butcherbox.com.sg  

🖳 https://butcherbox.com.sg/  

Chocolate  and 
Confectionery, 
biscuits,  other 
snacks 

🕾 (+65) 63768382 

🖂 enquiries@candyempire.com.sg  

🖳 https://candyempire.com.sg/  

Certain Cellars 

Import/ Distribution 

Wine 

🕾 (+65) 6270 3230 

🖂 wines@certaincellars.com  

🖳 https://www.certaincellars.sg/  

Cheese ark 

Import/ Distribution 

Dairy (cheese)  🕾 (+65) 91750090 

🖂 enquiries@thecheeseark.com  

🖳 http://www.thecheeseark.com/  

Cheese artisans 

Import/ Distribution 

(cheese), 

Dairy 
some wine 

🕾 (+65) 6463 4686 

🖂 info@cheeseartisans.com.sg  

Cher  Hua  Enterprise 
Pte Ltd 

Import/ Distribution 

Fruit 
Vegetables 

🖳 https://www.cheeseartisans.com.sg/  

and 

🕾 (+65) 868 84889 

🖂 cherhuawholesale@gmail.com 

🖳 https://www.cherhuavegetables.com.sg/  

Choco Express 

Import/ Distribution 

Chocolate  and 
confectionery 

🕾 (+65) 6289 4204 

🖳 https://www.chocoexpress.com.sg/  

https://shopee.sg/chocoexpress  

Chuan Seng Huat 

Import/ Distribution 

Wine and spirits  🕾 (+65) 64586857 

🖂 sales@chuansenghuat.com.sg  

🖳 http://chuansenghuat.com.sg/  

 
Singapore – MARKET ENTRY HANDBOOK 

Classic fine foods 

Import/  Distribution 
service) 

(food 

F&B 

🕾 (+65) 6501 5555 

🖂 info@classic.com.sg 

🖳 http://www.classicfinefoods.com.sg/  

Cold 
Supermarket 

storage 

Supermarket 

F&B 

🕾 (+65) 6891 8000 

🖂 customer.service@coldstorage.com.sg  

🖳 https://coldstorage.com.sg/  

Cru world wine 

Import 
Marketplace 

/  Distribution 

/ 

Wine (high-end)  🕾 (+65) 6914 2678 

🖂 sales@sg.cruworldwine.com  

🖳 https://sg.cruworldwine.com/  

Crystal Wines 

Import/ Distribution 

Wine 

🕾 (+65) 6737 3540 

🖂 Retail@crystalwines.com  

🖳 https://www.crystalwines.com/  

CS foods 

Import/Distribution 

Meat (hala) 

🕾 (+65) 6742 7354 

Culina Pte Ltd 

Import/Wholesale 

🖂 sales@csfoods.sg  

🖳 https://csfoods.sg/  

Meat and wines 
(high quality) 

🕾 (+65) 67536966 

🖂 info@culina.com.sg  

🖳 https://www.culina.com.sg/  

DKSH Singapore Food 

Import/  Distribution  (mainly 
for high end food service) 

Gourmet F+B 

🕾 (+65) 6972 0388 

🖂 Through website 

🖳 
en/home/consumer-goods/industries/food-
services  

https://www.dksh.com/sg-

Domaine Wines 

Import/ Distribution 

Wine 

🖂 wine@domainewines.sg  

🖳 https://www.domainewines.sg/  

Dynamic Santino Asia 

Import/ Distribution 

Wine 

🕾 (+65) 6396 0631 

Ellaziq Pte Ltd 

Import/Processing/Distributio
n (including to food service) 

Halal 
products 

🖂 ask@dsantinoasia.com  

🖳 https://www.dsantinoasia.com/  

F&B 

🕾 (+65) 6758 7530 

🖂 enquiry-el@ellaziq.com  

🖳 https://www.ellaziq.com/  

Elite fine foods 

Import/ Distribution 

F&B  (high  end 
European, often 
for food service) 

🕾 (+65) 6226-3269 

🖂 info@elitefood.sg  

🖳 https://www.elitefood.sg/  

 
Singapore – MARKET ENTRY HANDBOOK 

Euraco Fine food 

Import 

F&B 
European) 

(Fine 

🕾 (+65) 6276 5433 

🖂 enquiries@euraco.com.sg  

🖳 https://www.euraco.com.sg/  

EverRich Marketing 

Import 

Fresh F+V 

🖂 Through website  

🖳 http://everich.com.sg/  

Fairprice 

Supermarket 

F&B (various) 

🖳 https://www.fairprice.com.sg/  

Ferrari Food+Wine 

Import/ Distribution 

F&B (high end)  🕾 (+65) 67493565 

Fishwives Singapore 

Import/ Distribution (gourmet 
retail) 

Gourmet 
organic meat 

🖂 info@giorigio-ferrari.com  

🖳 https://www.giorgio-ferrari.com/  

/ 

🕾 (+65) 8809 0938 

🖂 info@thefishwives.com 

🖳 https://thefishwives.com/  

Foodxervices 

Distribution/ Wholesaler 

F&B (various) 

🕾 (+65) 6744 6455 

Inc Pte Ltd 

🖳 https://www.foodxervices.com/  

Foster foods 

Distribution 

F&B (Gourmet)  🖂 eat@fosterfoods.sg  

🖳 https://fosterfoods.sg/  

Fresco 

Import / distribution 

Primarily F+V 

🖂 enquiry@fresco.com.sg  

Fresh Direct 

Import  /  distribution  (notably 
to food service) 

🖳 https://fresco.com.sg/  

Primarily F+V 

🕾 (+65) 6775 4454 

Fresh Veggies 

Import 
commerce) 

/  distribution 

(e-

F+V 

Frost 
Food 
Beverages Ltd 

and 

Import/Distribution (mainly to 
retail) 

Various  chilled 
and frozen F&B 

🖂 inquiry@freshdirect.com.sg  

🖳 https://freshdirect.com.sg/  

🖳 https://www.freshveggies.sg/  

🕾 (+65) 6862 2166 

🖂 newproducts@frosts.com.sg  

🖳 https://www.frosts.com.sg/  

Frozen Meat 

Import/ Distribution 

Meat (frozen)  🕾 (+65) 9800 8201  

G.K  International  Pte 
Ltd  

Import/ Distribution 

🖂 frozenmeatsg@gmail.com 

🖳 https://frozenmeat.sg/  

/ 

Ingredients 
commodities 
(including  dairy 
ones) 

🕾 (+65) 63721188 

🖂 info@gki.com.sg  

🖳 http://www.gki.com.sg/  

Gelmax 

Import/ Distribution  

(western 

🕾 (+65) 6221 5891 

F&B 
style) 

 
Singapore – MARKET ENTRY HANDBOOK 

Giant  

Import/ 
(Supermarket) 

🖳 https://www.gelmax.com.sg/  

Distribution 

F&B 

🕾 (+65) 6891 8000 

🖂 giant.sg@dfiretailgroup.com  

🖳 https://giant.sg/  

Goh  Yeow  Seng  Pte 
Ltd  

Import/ Distribution  

F&B 

🕾 (+65) 64421442  

🖂 Maicar@gohyeowseng.com.sg 

🖳 
https://www.gohyeowseng.com.sg/our_brand
s.php  

Golden Hung Ho 

Import/ Distribution 

Wine 

🕾 (+65) 6562 0798 

Grain 

Food service provider 

F&B 

Ha Li Fa Pte Ltd 

Food processor and supplier to 
food service 

Meat 

🖂 marketing@ghh.com.sg  

🖳 http://www.onestopliquor.com/  

🕾 (+65) 3163 5335 

🖂 Through website  

🖳 https://grain.com.sg/  

🕾 (+65) 6773 6209 

🖂 sales@halifa-bobo.com  

🖳 https://www.halifa-bobo.com  

Hanifaa  Frozen  Food 
Pte Ltd 

Import/Distribution 

Meat (Halal) 

🕾 (+65) 6742 7773 

Hen  Tick  Foods  Pte 
Ltd. 

Import/ Distribution 

🖂 info@hanifaafrozenfood.com  

🖳 https://hanifaafrozenfood.com  

Meat 
vegetables 
(frozen) 

and 

🕾 (+65) 6268 1576 

🖂 htfoods@hentick.com.sg  

🖳 https://hentick.com.sg  

Hock  Send  Food  Pte 
Ltd  

Import/  Distribution  /  Brand 
representation 

(FMCG  / 

F&B 
branded) 

🕾 (+65) 6595 9222  

🖂 daniel@hockseng.com.sg  

🖳 http://www.hosengroup.com/  

Hoogwegt Singapore 

Import/ Distribution 

Dairy 

🕾 (+65) 69085037 

Kun 

Hua 
Industry Pte Ltd 

Food 

Import/ Distribution 

🖳 https://hoogwegtsingapore.com/en  

Meat 
primarily 
food service 

(Halal), 
for 

🕾 (+65) 6776 6998 

🖂 sales@huakunfood.com.sg  

🖳 https://www.huakunfood.com.sg/  

Huber Pre Ltd  

Processing / Distribution  

Meat  

🕾 (+65) 6774 4883  

🖂 sales@hubers.com.sg;  

 info@hubersbutchery.com.sg  

 
Singapore – MARKET ENTRY HANDBOOK 

Hup Aik 

Importer/Wholesaler  

Hupco Ptd Ltd  

Importer/Wholesaler  

🖳 http://www.hubers.com.sg/  

Fruit 
Vegetables 

Fruit 
Vegetables 

and 

🕾 (+65) 94766582 

🖂 admin@hupaik.com  

🖳 https://www.hupaik.com/  

and 

🕾 (+65) 62666868 

🖂 info@hupco.com.sg  

🖳 https://hupco.com.sg/  

Infinite Supply Pte Ltd 

Import/ Distribution 

Wine 

🕾 (+65) 9818 5452 

Indoguna (Singapore) 

Import/ Distribution 

F&B 
meat) 

🖂 peter@infinitesupply.com.sg  

🖳 http://www.infinitesupply.com.sg  

(mainly 

🕾 (+65) 67550330  

🖂 info@indoguna.com.sg  

🖳 http://www.indoguna.com/  

Italian Wine Club Pte 
Ltd 

Import/ Distribution 

Wine (Italian) 

🕾 (+65) 9853 5102  

🖂 info@itwineclub.it  

🖳 http://www.itwineclub.com  

Jason’s Deli 

Supermarket 

Gourmet F&B  🕾 (+65) 6509 6425 

Jupiter57 

Import/ Distribution 

🖳 
https://www.marinabaysands.com/shopping/j
asons-deli.html  

spirits, 

Wine, 
confectionery 
(mainly Italian) 

🕾 (+65) 9137 6564 

🖂 contact@jupiter-57.com  

🖳 https://www.jupiter-57.com/  

Kaimay  Trading  Pte 
Ltd  

Import/ Distribution 

F&B 

🕾 (+65) 64250363 

🖂 Enquiry@kaimay.com.sg  

🖳 http://www.kaimay.com.sg/  

Kai Xiang Huat Pte Ltd 

Import/ Distribution 

Fruit 

🕾 (+65) 96232251 

Kaiser 
SIngapore 

Foods 

Import/ Distribution 

Kean Ann Co. Pte Ltd 

Import/ Distribution 

🖂 enquiry@kxh.com.sg  

🖳 https://www.kxh.com.sg/  

🕾 (+65) 68414747 

🖂 enquiries@kaiserfoods.biz  

🖳 https://www.kaiserfoods.com.sg/  

Food 
and 
notably 
F+V) 

(frozen 
chilled, 
dairy, 

Chocolate  and 
confectionery 

🕾 (+65) 6748 6736  

🖂 Through website 

🖳 https://www.keanann.com.sg/  

 
Singapore – MARKET ENTRY HANDBOOK 

King’s 
Scanfood 

Candy 

/ 

Wholesaler 

Confectionery 
(European) 

🕾 (+65) 62447981 

🖂 
info@scanfoodasia.com  

admin@kingscandy.com.sg; 

🖳 https://kingscandy.com.sg/  

Kwek Sum Chuan 

Import/ Distribution 

Fresh F+V 

🕾 (+65) 6779 6733 

🖂 info@kweksumchuan.com.sg  

 🖳 http://kweksumchuan.com.sg/  

KOT Selections 

Import/on-trade Distribution  Wine (natural)  🕾 (+65) 9789 5552 

Leong Guan 

Import 

🖂 Through website 

🖳 http://www.kotselections.com  

Pasta 
ingredients 
pasta 

/ 
for 

🕾 (+65) 67547911 

🖂 enquiry@leong-guan.com  

🖳 https://leongguan.com/  

Leong  Hup  Food  Pte 
Ltd 

Import/ Distribution 

Meat 

🕾 (+65) 67652121 

Lesont 

Import/ Distribution 

🖂 enquiry@lhf.com.sg  

🖳 https://leonghupsingapore.com.sg/  

Beer,  wine  and 
spirits 

🕾 (+65) 6333 4563 

🖂 info@lesont.com  

🖳 http://www.lesont.com  

Le Vigne 

Import/ Distribution 

Wine and spirits  🕾 (+65) 64620053 

Lim  Kian  Seng  Food 
Supplier 

Import/Distribution 

Fruit 
vegetables 

🖂 le_vigne@singnet.com.sg 

🖳 https://www.singaporewines.com/  

and 

🕾 (+65) +65 6779 2826 

🖂 lksfs@limkianseng.com.sg  

🖳 https://www.limkianseng.com.sg/  

Lian  Hap  Xing  Kee 
Edible Oil Trading Ltd  

Import/ Distribution 

Oils 

🕾 (+65) 62650593 

Lim Siang 

Import/Distribution 
service in particular) 

(food 

F&B,  primarily 
packaged 

🖂 enquiry@lianhap.com.sg  

🕾 (+65) 6268 4144 

🖂 sales@Lshworld.com  

🖳 https://lshworld.com/  

Lipid Global 

Import/ Distribution 

Olive oil 

🕾 (+65) 9384 2909  

Little farms 

Import/  Distribution  (grocery 
retailer) 

Various F&B 

🖂 info@littlefarms.com  

🖳 https://littlefarms.com/  

 
Singapore – MARKET ENTRY HANDBOOK 

Magnum  spirits  and 
wines 

Import/ 
export 

Distribution/Re-

Beer,  wine  and 
spirits 

🕾 (+65) 6488 1270 

🖂 info@magnum.com.sg  

🖳 https://magnum.com.sg/  

Masterpiece 

Import/ Representative 

Wine 

🕾 (+65) 6339 0470 

Meat.com Pte Ltd 

Import/ Distribution 

Meat 

Meng 
Foodstuffs Pte Ltd  

Chong 

Import/ Distribution 

(primarily 

F&B 
processed) 

🖂 sales@masterpc.com.sg  

🖳 https://www.masterpiece.com.sg/  

🕾 (+65) 6265 7796 

🖂 Through website 

🖳 http://www.meat.com.sg/  

🕾 (+65)67552222 

🖂 mcfoods@mengchong.com.sg  

🖳 http://www.mengchong.com.sg/  

Monopole 

Import/ Distribution  

Wine 

🕾 (+65) 655 43680 

🖂 info@monopole.com.sg  

🖳 http://monopole.com.sg  

Import/ Distribution 

Ice cream 

🕾 (+65) 68728813 

MVO  Marketing  Pte 
Ltd 

Naspac 

Import/ Brand representative 

🖂 mvosin@singnet.com.sg  

🖳 https://www.mvo.com.sg/  

(branded 

F&B 
goods) 

🕾 (+65) 6511 7300 

🖂 leeyen@naspac.com.sg  

🖳 https://www.naspac.com.sg/  

Neo Group 

Import/Distribution 
for food service) 

(mainly 

F&B 

🕾 (+65) 6896 7757 

🖂 enquiry@neogroup.com.sg  

🖳 https://www.neogroup.com.sg/  

Niche 
exchange 

market 

Import/Distribution 

Olive oil 

🕾 (+65) 9857-1096 

Octopus Group 

Import/Distribution/Re-
export 

Wine, 
Beer 

🖂 Through website 

🖳 https://nichemarketexchange.com  

Spirits, 

🕾 (+65) 6533 3312 

🖂 info@octopusgroup.com.sg  

🖳 https://www.octopusgroup.com.sg/  

OJJ Foods Pte Ltd 

Import/ Distribution 

Fresh meat 

🕾 (+65) 6255 9183 

🖂 sales@ojjfoods.com.sg  

🖳 http://www.ojjfoods.com.sg  

 
Singapore – MARKET ENTRY HANDBOOK 

Pin  Corporation  Pte 
Ltd 

Import/ Distribution 

Fresh  /  frozen 
meat 

🕾 (+65) 67558758 

🖂 liew@pincorpn.com.sg  

🖳 www.pincorpn.com.sg  

Pinnacle  Wine  and 
Spirits 

Import/ Distribution 

Wine and spirits  🕾 (+65) 6266 1068 

Phoon Huat Pte Ltd 

Import/ Distribution 

🖂 caleb@pinnaclewinespirits.com  

🖳 https://www.pinnaclewinespirits.com/  

Bakery 
ingredients 

🕾 (+65) 6288 8866 

🖂 Sales@phoonhuat.com  

🖳 https://www.phoonhuat.com/  

Point to Point exports 

Import/ Distribution 

F&B (various) 

🕾 (+65) 66355688 

🖂 sales@point2pointexports.com  

🖳 http://www.point2pointexports.com  

Pondok Abang  

Import/Distribution 

Halal F&B 

🕾 (+65) 62658300  

Provenance 
Distributions Pte Ltd 

Import/Distribution mainly for 
food service / institutions 

F&B 

Q.B Food Trading Pte 
Ltd 

Import/ Distribution 

Meat, Dairy, dry 
products  

🖂 pondokabang@singnet.com.sg  

🖳 http://www.pondokabang.com/  

🕾 (+65) 6887 5209  

🖂 Enquiries@provenance.com.sg  

🖳 www.provenance.com.sg  

🕾 (+65) 62616120 

🖂 qbfood@qbfood.com.sg  

🖳 www.qbfood.com.sg  

Raymang 
Poultry Supplier 

Eggs  & 

Import/ Distribution 

Eggs and poultry  🕾 (+65) 6292 1626 

Ryan’s Grocery 

Import/  Distribution  (grocery 
retail) 

Various  organic 
F&B 

🖂 raymangeggs@gmail.com  

🕾 (+65) 6767 3393 

🖂 mygrocer@ryansgrocery.com  

🖳 https://ryansgrocery.com/  

San  Sesan  Global  Pte 
Ltd  

Satoyu  Trading  Pte 
Ltd 

Import/ Distribution 

F&B 

🕾 (+65) 6532 38239 

🖂 Sales@sansesan.com  

🖳 http://www.sansesan.com/  

Import/ Distribution  

Fresh F+V 

🕾 (+65) 6776 7721 

🖂 henryang@satoyu.com  

🖳 http://www.satoyu.com/  

Frozen 
SBY 
Supply Pte Ltd 

Food 

Import/  Distribution  including 
e-commerce 

Meat (frozen)  🕾 (+65) 6742 8483 

🖂 sales@sbymeat.com  

 
Singapore – MARKET ENTRY HANDBOOK 

Import/ Distribution  

Fresh F+V 

🕾 (+65) 6756 8859 

🖳 https://www.sbymeat.com/  

Seasonal  Produce  (S) 
Pte Ltd 

Select Group 

Food service provider 

F&B 

🖂 spch@seasonal.com.sg  

🖳 https://www.seasonal.com.sg/  

🕾 (+65) 6887 8300 

🖂 Through website  

🖳 https://group.select.com.sg/  

Sheng Aik Trading Pte 
Ltd  

Import/ Wholesaler  

Snacks, 
confectionery 

🕾 (+65) 6226 2850 

🖂 sales@shengaik.cm  

🖳 http://www.shengaik.com/  

Sheng Siong 

Supermarket 

F&B 

🕾 (+65) 6895 1888 

🖂 contact@shengsiong.com.sg  

🖳 http://www.shengsiong.com.sg/  

Singapore  Fruits  & 
Vegetables Importers 
& 
Exporters 
Association 

Import / import association 

Fruit 
vegetables 

and 

🕾 (+65) 67753676  

🖂 admin@singapore-fruits-vegetables.org 

🖳 https://singapore-fruits-vegetables.org/  

Skytime 
Foodstuff Pte Ltd  

Hupee 

Import/ Wholesaler 

foods  / 

Dried 
staples 

🕾 (+65) 6368 3309 

🖂 inquiry@skytime.com.sg  

🖳 https://www.skytime.com.sg/  

SMC 21 Food 

Processor / importer 

Mainly dairy 

🕾 (+65) 6264 7672 

S.  S.  Kim  Enterprises 
Pte Ltd 

Import/ Distribution 

🖳 http://www.smcfood21.com/  

Meat 
frozen 
processed) 

(fresh, 
and 

🕾 (+65) 6897 8378 

🖂 marketing@sskim.com.sg  

🖳 https://sskim.com.sg/  

Supply and Demand 

Food service (Italian chain) 

Pasta, 
wine 

cheese, 

🕾 (+65) 3138 2503 

🖳 https://supplyanddemand.com.sg/  

Tangerine 

Importer  /  Distribution 
retail 

inc 

Fruit 
Vegetables 

and 

🕾 (+65) 8588 0688 

🖂 contact@tangerine.sg  

🖳 https://tangytangerines.sg/  

Tai Sun  

Importer/Distribution  

Teck Leong Lee Kee 

Wholesaler 

Nuts, 
Potato 
dried 
Chips, 
fruit  and  other 
snacks 

🕾 (+65) 67779 6611 

🖂 info@taisun.com.sg  

🖳 http://www.taisun.com.sg/index.html  

Chocolate  and 
confectionery 

🕾 (+65) 64450879 

🖂 admin@teckleongpl.sg  

 
Singapore – MARKET ENTRY HANDBOOK 

The Providore 

Gourmet Retail 

Gourmet F&B  🕾 (+65) 6221 7056 

🖳 https://teckleongpl.sg/  

Straits  Wine 

The 
company 

Import/Distribution/Re-
export/Retail 

ThyGrace marketing 

Import/ Distribution 

Fruit 
vegetables 

🖂 hello@theprovidore.com  

🖳 https://theprovidore.com/  

Wine 

🖳 https://straitswine.com/ 

https://www.facebook.com/straitswinecompa
ny/  

and 

🕾 (+65) 6774 0098 

🖂 teckleongleekee@gmail.com  

🖳 https://www.thygrace-marketing.com/  

Tiong  Lian  Food  Pte 
Ltd  

Import/ Distribution 

 Meat 
pork) 

(mainly 

🕾 (+65) 62666166 

🖂 sales@tlfood.com.sg  

🖳 http://www.tlfood.com.sg/  

Toh Thye San Farm  

Producer / Wholesaler  

Poultrymeat 

🕾 (+65) 63869300 

Topchoice 
industries 

food 

Import/ 
Distribution/manufacturing 

Pasta,  gourmet 
products 

🖂 Through website 

🖳 http://www.oeo.com.sg/  

🕾 (+65) 6753 1677 

🖂 topchoic@singnet.com.sg  

🖳 https://www.topchoicesingapore.com/  

Transcity 
Foods 

Frozen 

Import/ Distribution 

Meat (frozen)  🕾 (+65) 6756 7562 

TSM  Food  Services 
Pte Ltd 

Import/ Distribution 

Meat 
and frozen) 

(chilled 

🖂 shop@transcity-sg.com  

🖳 http://shop.transcity-sg.com/  

🕾 (+65) 6570 3177 

🖂 info@tsmfoodservices.com  

🖳 https://meatpridesg.com/  

TVI Pte Ltd  

Import/ Distribution 

F&B 
(particularly 
European 
Artisanal) 

🕾 (+65)69093732 

🖂 lilchef@tvifood.com  

🖳 http://www.lilchef.com.sg/  

Unico Foods Pte Ltd  

Import/ 
(wholesale,  particularly 
food service) 

Distribution 
to 

Meat 
Seafood 

and 

🕾 (+65) 67780080  

🖂 Through website 

🖳 https://unicofoods.sg/  

V Wine Studio 

Import/ Distribution 

Wine and spirits  🕾(+65) 62503808 

🖂 contact@vwinestudio.com  

🖳 https://www.vwinestudio.com/  

 
Singapore – MARKET ENTRY HANDBOOK 

Waterfall restaurant 

Distribution 
restaurant) 

(high 

end 

Gourmet Italian; 
notably olive oil 

🕾(+65) 6213 4398 

🖂 dining.sls@shangri-la.com  

🖳 
https://www.shangri-
la.com/singapore/shangrila/dining/restaurant
s/waterfall/  

Walson 
Distributor Pte Ltd 

Food 

Import/ Distribution 

Confectionery, 
food  products 
and beverages 

🕾(+65) 6244 7980 

🖂 sales@walson.com.sg  

🖳 http://www.walson.com.sg/  

Wine Society 

Import/ Distribution 

🕾 +65 89171688 

🖂 letstalk@winesociety.com.sg 

🕾 https://www.winesociety.com.sg/contact  

Wine Studio 

Import/ Distribution 

Wine and beer  🕾(+65) 9832 9630 

🖂 contact@winestudio.com.sg  

🖳 https://www.winestudio.com.sg/  

Wines Wholesale 

Distribution 

Wine 

🕾(+65) 9040 7540 

🖂 info@wineswholesales.com.sg  

🖳 https://www.wineswholesales.com.sg/  

Yes  Natural  Trading 
Pte Ltd  

Import/ Distribution 

(mainly 
and 

F&B 
natural 
organic) 

🕾 (+65) 62876929 

🖳 http://www.yesnatural.sg/  

Yong  Wen  Food  Pte 
Ltd  

Wholesale (inc food services) 

F&B 

🕾 (+65) 62668100 

Zirkon-Swis 
Foods Pte Ltd 

Fine 

Import/ Distribution 

Cheese  and  fine 
foods 

🖂 ywh@yongwengroup.com  

🖳 http://www.ywgroup.com.sg/  

🕾 (+65) 64752443 

🖂 sales@zirconswis.com.sg  

🖳 https://zirconswis.com.sg/  

 
 
 
 
 
 
 
 
 
Singapore – MARKET ENTRY HANDBOOK 

GETTING IN TOUCH WITH THE EU 

In person 

All over the European Union there are hundreds of Europe Direct information centres. You can find 
the address of the centre nearest you at: https://europa.eu/european-union/contact_en 

On the phone or by email 

Europe Direct is a service that answers your questions about the European Union. You can contact 
this service: 

– by freephone: 00 800 6 7 8 9 10 11 (certain operators may charge for these calls), 

– at the following standard number: +32 22999696, or  

– by email via: https://europa.eu/european-union/contact_en 

FINDING INFORMATION ABOUT THE EU 

Online 

Information about the European Union in all the official languages of the EU is available on the 
Europa website at: https://europa.eu/european-union/index_en 

EU publications 

You can download or order free and priced EU publications from: 
https://op.europa.eu/en/publications. Multiple copies of free publications may be obtained by 
contacting Europe Direct or your local information centre (see https://europa.eu/european-
union/contact_en). 

EU law and related documents 

For access to legal information from the EU, including all EU law since 1952 in all the official language 
versions, go to EUR-Lex at: http://eur-lex.europa.eu 

Open data from the EU 

The EU Open Data Portal (http://data.europa.eu/euodp/en) provides access to datasets from the EU. 
Data can be downloaded and reused for free, for both commercial and non-commercial purposes. 

 
 
 
 
 
 
 
 
 
  
 
 
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