Retailing in Singapore - Research and Markets

The impact of restrictions was not consistent across all channels within retailing in Singapore. In 2021, strict movement restrictions resulted in a decline in retail salespeople. Malaysian staff members are commonplace in several retailing channels, including traditional grocery retailers. Singapore is also highly dependent on tourists, and it is common to see retail outlets employing native Japanese and Korean speakers.

The publisher's Retailing in Singapore report offers insight into key trends and developments driving the industry. The report examines all retail channels to provide sector insight. Channels include hypermarkets, supermarkets, discounters, convenience stores, mixed retailers, health and beauty retailers, clothing and footwear retailers, furniture and furnishing stores, DIY and hardware stores, durable goods retailers, leisure and personal goods retailers. There are profiles of leading retailers, with analysis of their performance and the challenges they face. There is also analysis of non-store retailing: vending; homeshopping; internet retailing; direct selling, as available.

Product coverage: Non-Store Retailing, Store-Based Retailing.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

Get a detailed picture of the Retailing market
Pinpoint growth sectors and identify factors driving change
Understand the competitive environment, the market’s major players and leading brands
Use five-year forecasts to assess how the market is predicted to develop.

EXECUTIVE SUMMARY

Retailing in 2021: The big picture
Alongside calls for omnichannel strategies, tailored online and offline promotions appeal to consumers
To drive retail sales, specialist retailers are expanding product lines and packaging products as experiences
What next for retailing?

OPERATING ENVIRONMENT

Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type 2021
Physical retail landscape
Cash and carry
Seasonality
Chinese Lunar New Year
Christmas and New Year
Payments
Delivery and collection
Emerging business models

MARKET DATA

Table 1 Sales in Retailing by Store-based vs Non-Store: Value 2016-2021
Table 2 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2016-2021
Table 3 Sales in Store-based Retailing by Channel: Value 2016-2021
Table 4 Sales in Store-based Retailing by Channel: % Value Growth 2016-2021
Table 5 Store-based Retailing Outlets by Channel: Units 2016-2021
Table 6 Store-based Retailing Outlets by Channel: % Unit Growth 2016-2021
Table 7 Sales in Non-Store Retailing by Channel: Value 2016-2021
Table 8 Sales in Non-Store Retailing by Channel: % Value Growth 2016-2021
Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 11 Sales in Grocery Retailers by Channel: Value 2016-2021
Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2016-2021
Table 13 Grocery Retailers Outlets by Channel: Units 2016-2021
Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2016-2021
Table 15 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2016-2021
Table 16 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 17 Sales in Non-Grocery Specialists by Channel: Value 2016-2021
Table 18 Sales in Non-Grocery Specialists by Channel: % Value Growth 2016-2021
Table 19 Non-Grocery Specialists Outlets by Channel: Units 2016-2021
Table 20 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2016-2021
Table 21 Mixed Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 22 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 23 Sales in Mixed Retailers by Channel: Value 2016-2021
Table 24 Sales in Mixed Retailers by Channel: % Value Growth 2016-2021
Table 25 Mixed Retailers Outlets by Channel: Units 2016-2021
Table 26 Mixed Retailers Outlets by Channel: % Unit Growth 2016-2021
Table 27 Retailing GBO Company Shares: % Value 2017-2021
Table 28 Retailing GBN Brand Shares: % Value 2018-2021
Table 29 Store-based Retailing GBO Company Shares: % Value 2017-2021
Table 30 Store-based Retailing GBN Brand Shares: % Value 2018-2021
Table 31 Store-based Retailing LBN Brand Shares: Outlets 2018-2021
Table 32 Non-Store Retailing GBO Company Shares: % Value 2017-2021
Table 33 Non-Store Retailing GBN Brand Shares: % Value 2018-2021
Table 34 Grocery Retailers GBO Company Shares: % Value 2017-2021
Table 35 Grocery Retailers GBN Brand Shares: % Value 2018-2021
Table 36 Grocery Retailers LBN Brand Shares: Outlets 2018-2021
Table 37 Grocery Retailers LBN Brand Shares: Selling Space 2018-2021
Table 38 Non-Grocery Specialists GBO Company Shares: % Value 2017-2021
Table 39 Non-Grocery Specialists GBN Brand Shares: % Value 2018-2021
Table 40 Non-Grocery Specialists LBN Brand Shares: Outlets 2018-2021
Table 41 Non-Grocery Specialists LBN Brand Shares: Selling Space 2018-2021
Table 42 Mixed Retailers GBO Company Shares: % Value 2017-2021
Table 43 Mixed Retailers GBN Brand Shares: % Value 2018-2021
Table 44 Mixed Retailers LBN Brand Shares: Outlets 2018-2021
Table 45 Mixed Retailers LBN Brand Shares: Selling Space 2018-2021
Table 46 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2021-2026
Table 47 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2021-2026
Table 48 Forecast Sales in Store-based Retailing by Channel: Value 2021-2026
Table 49 Forecast Sales in Store-based Retailing by Channel: % Value Growth 2021-2026
Table 50 Forecast Store-based Retailing Outlets by Channel: Units 2021-2026
Table 51 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2021-2026
Table 52 Forecast Sales in Non-Store Retailing by Channel: Value 2021-2026
Table 53 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2021-2026
Table 54 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 55 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 56 Forecast Sales in Grocery Retailers by Channel: Value 2021-2026
Table 57 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2021-2026
Table 58 Forecast Grocery Retailers Outlets by Channel: Units 2021-2026
Table 59 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2021-2026
Table 60 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 61 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 62 Forecast Sales in Non-Grocery Specialists by Channel: Value 2021-2026
Table 63 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2021-2026
Table 64 Forecast Non-Grocery Specialists Outlets by Channel: Units 2021-2026
Table 65 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2021-2026
Table 66 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 67 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 68 Forecast Sales in Mixed Retailers by Channel: Value 2021-2026
Table 69 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2021-2026
Table 70 Forecast Mixed Retailers Outlets by Channel: Units 2021-2026
Table 71 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2021-2026

DISCLAIMER

SOURCES

Summary 2 Research Sources

CONVENIENCE STORES IN SINGAPOREKEY DATA FINDINGS

2021 DEVELOPMENTS

Capitalising on remote working arrangements with the introduction of home meal kits
Japanese packaged goods are growing in popularity and a centrepiece in local convenience stores
Focus on stamp systems and loyalty programmes for a captive and recurring consumer base

PROSPECTS AND OPPORTUNITIES

Well-designed and relevant rewards programmes target remote workers
Limited editions and introduction of exclusive blind box merchandise to capitalise on popularity of licensed goods
Flexible working arrangements present opportunities to expand convenience stores in suburban areas
Strategic partnerships with electronics and mid-market consumer brands to drive a perception of quality

CHANNEL DATA

Table 72 Convenience Stores: Value Sales, Outlets and Selling Space 2016-2021
Table 73 Convenience Stores: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 74 Convenience Stores GBO Company Shares: % Value 2017-2021
Table 75 Convenience Stores GBN Brand Shares: % Value 2018-2021
Table 76 Convenience Stores LBN Brand Shares: Outlets 2018-2021
Table 77 Convenience Stores LBN Brand Shares: Selling Space 2018-2021
Table 78 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 79 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

DISCOUNTERS IN SINGAPORE2021 DEVELOPMENTSHYPERMARKETS IN SINGAPOREKEY DATA FINDINGS

2021 DEVELOPMENTS

Experimental experiences and extensive product selection through in-store partnerships are crucial for brand recognition
Further growth in outlet numbers unlikely due to space constraints in Singapore
Offering transportation options to encourage consumers to visit hypermarkets in remote locations

PROSPECTS AND OPPORTUNITIES

Hypermarkets to explore various experimental shopping concepts and innovative store layouts
Complimentary services such as food portioning and delivery could encourage consumers to stock up on staples
Consistent pricing throughout multiple formats could potentially attract consumers keen to try novelties

CHANNEL DATA

Table 80 Hypermarkets: Value Sales, Outlets and Selling Space 2016-2021
Table 81 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 82 Hypermarkets GBO Company Shares: % Value 2017-2021
Table 83 Hypermarkets GBN Brand Shares: % Value 2018-2021
Table 84 Hypermarkets LBN Brand Shares: Outlets 2018-2021
Table 85 Hypermarkets LBN Brand Shares: Selling Space 2018-2021
Table 86 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 87 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

SUPERMARKETS IN SINGAPOREKEY DATA FINDINGS

2021 DEVELOPMENTS

Store closures and lower demand for sustainable produce highlight vocal minority
Existing affluence of a neighbourhood is one of the determinants of a store format
Festive promotions, fresh produce, and familiar faces are no longer a mainstay of traditional supermarkets

PROSPECTS AND OPPORTUNITIES

New retail spaces for supermarkets are expected to open in HDB residences over forecast period
Price perception drives the adoption of local and international private label lines
Shifting reliance to local produce may result in more sustainable supply for retailers

CHANNEL DATA

Table 88 Supermarkets: Value Sales, Outlets and Selling Space 2016-2021
Table 89 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 90 Supermarkets GBO Company Shares: % Value 2017-2021
Table 91 Supermarkets GBN Brand Shares: % Value 2018-2021
Table 92 Supermarkets LBN Brand Shares: Outlets 2018-2021
Table 93 Supermarkets LBN Brand Shares: Selling Space 2018-2021
Table 94 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 95 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

TRADITIONAL GROCERY RETAILERS IN SINGAPOREKEY DATA FINDINGS

2021 DEVELOPMENTS

Traditional bakeries seek expansion due to higher demands but face labour and ingredient constraints
Uneven impact from lockdowns and closures mostly affects wet markets and hawker stores
Flouting of regulations leads to closure of bakery chain due to unsanitary conditions

PROSPECTS AND OPPORTUNITIES

Bakeries experiment with flat delivery fees and introducing food with longer shelf life
Despite a global focus on wellness, speciality health food stores face fierce competition from multiple retailers
Declining expatriate population and increasing affluence among residents translate into promotion and pricing strategies

CHANNEL DATA

Table 96 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 97 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 98 Traditional Grocery Retailers GBO Company Shares: % Value 2017-2021
Table 99 Traditional Grocery Retailers GBN Brand Shares: % Value 2018-2021
Table 100 Traditional Grocery Retailers LBN Brand Shares: Outlets 2018-2021
Table 101 Traditional Grocery Retailers LBN Brand Shares: Selling Space 2018-2021
Table 102 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 103 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

APPAREL AND FOOTWEAR SPECIALIST RETAILERS IN SINGAPOREKEY DATA FINDINGS

2021 DEVELOPMENTS

Growth driven by pent-up consumer demand arising from store closures in 2020
Retailers redesign seasonal collections and scheduled offerings to account for lack of travel
Revitalisation of loyalty programmes to retain consumers

PROSPECTS AND OPPORTUNITIES

Does the winner take all? Further consolidation to become standard over forecast period
Varying pricing and promotional strategies in retail and e-commerce prompt a review of omnichannel efforts
Local brands and regional retailers mainly catering for local body types are gaining traction

CHANNEL DATA

Table 104 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 105 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 106 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2017-2021
Table 107 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2018-2021
Table 108 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2018-2021
Table 109 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2018-2021
Table 110 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 111 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

ELECTRONICS AND APPLIANCE SPECIALIST RETAILERS IN SINGAPOREKEY DATA FINDINGS

2021 DEVELOPMENTS

Recovery exceeds expectations due to home seclusion's impact on entertainment options and sustained remote working measures
High-end home appliances and basic charging cables drive growth at both ends of the spectrum

PROSPECTS AND OPPORTUNITIES

Retailers enter sustainability space through clearance products, disposal services, and trade-in offers
Brands experiment with multiple formats offering varying degrees of control in the distribution space
Competition from specialist retailers expanding their product selection is present and significantly threatens share

CHANNEL DATA

Table 112 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 113 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 114 Electronics and Appliance Specialist Retailers GBO Company Shares: % Value 2017-2021
Table 115 Electronics and Appliance Specialist Retailers GBN Brand Shares: % Value 2018-2021
Table 116 Electronics and Appliance Specialist Retailers LBN Brand Shares: Outlets 2018-2021
Table 117 Electronics and Appliance Specialist Retailers LBN Brand Shares: Selling Space 2018-2021
Table 118 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 119 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

HEALTH AND BEAUTY SPECIALIST RETAILERS IN SINGAPOREKEY DATA FINDINGS

2021 DEVELOPMENTS

Lack of product sampling drives innovation by both beauty specialist retailers and brand owners
Retailers seek to capitalise on burgeoning health and wellness trend with dietary supplements
Companies eschew horizontal integration strategies in favour of vertical integration in their distribution channels

PROSPECTS AND OPPORTUNITIES

Purchasing multiples and magnification of price sensitivity will persist as consumers seek cost-effective product offers
Deluxe samples and sale of miniatures gaining traction due to affordability constraints
Retailers eschew mid-range bracket and eye a share of mass and premium segments

CHANNEL DATA

Table 120 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 121 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 122 Sales in Health and Beauty Specialist Retailers by Channel: Value 2016-2021
Table 123 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2016-2021
Table 124 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2017-2021
Table 125 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2018-2021
Table 126 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2018-2021
Table 127 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2018-2021
Table 128 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 129 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 130 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2021-2026
Table 131 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2021-2026

HOME AND GARDEN SPECIALIST RETAILERS IN SINGAPOREKEY DATA FINDINGS

2021 DEVELOPMENTS

Retailers seek to capitalise on locations in suburbia in their bid to drive footfall
Consolidation is unlikely as retailers pursue a different form of branding to drive sales
Despite the proliferation of e-commerce, a craving for tactile experiences is evident

PROSPECTS AND OPPORTUNITIES

Increasing popularity and familiarity with cross-border and third party e-commerce translate into slow growth over forecast period
Support local as home furnishing retailers and “mom-and-pop” businesses gain greater visibility from time-strapped individuals
Mass furniture customisation through modular design may prove to be popular over the forecast period

CHANNEL DATA

Table 132 Home and Garden Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 133 Home and Garden Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 134 Sales in Home and Garden Specialist Retailers by Channel: Value 2016-2021
Table 135 Sales in Home and Garden Specialist Retailers by Channel: % Value Growth 2016-2021
Table 136 Home and Garden Specialist Retailers GBO Company Shares: % Value 2017-2021
Table 137 Home and Garden Specialist Retailers GBN Brand Shares: % Value 2018-2021
Table 138 Home and Garden Specialist Retailers LBN Brand Shares: Outlets 2018-2021
Table 139 Home and Garden Specialist Retailers LBN Brand Shares: Selling Space 2018-2021
Table 140 Home and Garden Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 141 Home and Garden Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 142 Forecast Sales in Home and Garden Specialist Retailers by Channel: Value 2021-2026
Table 143 Forecast Sales in Home and Garden Specialist Retailers by Channel: % Value Growth 2021-2026

DEPARTMENT STORES IN SINGAPOREKEY DATA FINDINGS

2021 DEVELOPMENTS

Marginal recovery due to overall increase in luxury sales and a lack of travel
Physical departure and resulting reappearance of Robinsons as an online retailer
With surprising resilience, department stores and e-commerce are not exclusively a “David and Goliath” scenario

PROSPECTS AND OPPORTUNITIES

Outlook is relatively bleak with sluggish sales growth and impending closure of several stores
Intensive segmentation is key to attracting and retaining consumer interest in local brands
Finding a balance between key trends and concepts with a renewed focus on service-focused touchpoints

CHANNEL DATA

Table 144 Department Stores: Value Sales, Outlets and Selling Space 2016-2021
Table 145 Department Stores: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 146 Department Stores GBO Company Shares: % Value 2017-2021
Table 147 Department Stores GBN Brand Shares: % Value 2018-2021
Table 148 Department Stores LBN Brand Shares: Outlets 2018-2021
Table 149 Department Stores LBN Brand Shares: Selling Space 2018-2021
Table 150 Department Stores Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 151 Department Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

VARIETY STORES IN SINGAPOREKEY DATA FINDINGS

2021 DEVELOPMENTS

Addressing perception that variety stores are a mainstay of lower-income consumers
Daiso's expansion to offer higher-priced items, including food and pet goods, proves timely
Don Don Donki is only variety store brand with an established loyalty programme

PROSPECTS AND OPPORTUNITIES

Despite low value of goods, e-commerce is profitable for retailers due to basket size
Line is blurring with other retail channels
Physical in-store demonstrations can be beneficial to addressing existing language barriers on packaging

CHANNEL DATA

Table 152 Variety Stores: Value Sales, Outlets and Selling Space 2016-2021
Table 153 Variety Stores: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 154 Variety Stores GBO Company Shares: % Value 2017-2021
Table 155 Variety Stores GBN Brand Shares: % Value 2018-2021
Table 156 Variety Stores LBN Brand Shares: Outlets 2018-2021
Table 157 Variety Stores LBN Brand Shares: Selling Space 2018-2021
Table 158 Variety Stores Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 159 Variety Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

WAREHOUSE CLUBS IN SINGAPOREKEY DATA FINDINGS

2021 DEVELOPMENTS

Warehouse Club improves efforts to attract consumers with open houses and complimentary memberships
Alongside regular buyers and stockpiling consumers, proximity to retailers and transport options translate into footfall

PROSPECTS AND OPPORTUNITIES

Cost and space constraints deter similar grocery chains and players from venturing into warehouse clubs
Existing supply chain woes and novel concepts in industrial food preparation provide an unexplored audience

CHANNEL DATA

Table 160 Warehouse Clubs: Value Sales, Outlets and Selling Space 2016-2021
Table 161 Warehouse Clubs: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 162 Warehouse Clubs GBO Company Shares: % Value 2017-2021
Table 163 Warehouse Clubs GBN Brand Shares: % Value 2018-2021
Table 164 Warehouse Clubs LBN Brand Shares: Outlets 2018-2021
Table 165 Warehouse Clubs LBN Brand Shares: Selling Space 2018-2021
Table 166 Warehouse Clubs Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 167 Warehouse Clubs Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

DIRECT SELLING IN SINGAPOREKEY DATA FINDINGS

2021 DEVELOPMENTS

Increasing number of consultants due to perceptions of low barriers to entry
Social media utilisation and the need for connection among peers drive value sales growth
Rising demand from older and dialect-speaking population drives sales of dietary supplements

PROSPECTS AND OPPORTUNITIES

Subdued performance driven by departure of non-performing sales consultants
Embracing new payment and financing options will be crucial to attract and retain younger consumers
Increasing stigma linked to direct selling consultants in mass media could dampen future growth and recruitment

CHANNEL DATA

Table 168 Direct Selling by Category: Value 2016-2021
Table 169 Direct Selling by Category: % Value Growth 2016-2021
Table 170 Direct Selling GBO Company Shares: % Value 2017-2021
Table 171 Direct Selling GBN Brand Shares: % Value 2018-2021
Table 172 Direct Selling Forecasts by Category: Value 2021-2026
Table 173 Direct Selling Forecasts by Category: % Value Growth 2021-2026

HOMESHOPPING IN SINGAPOREKEY DATA FINDINGS2021 DEVELOPMENTS

JML Singapore retains leadership of homeshopping through a joint venture with national broadcaster Mediacorp

Affordable options and private label lines of conventional household goods are a mainstay in the line-up
Alongside an e-commerce presence, homeshopping brands adopt BNPL financial payment plans

PROSPECTS AND OPPORTUNITIES

Homeshopping that targets non-Mandarin Chinese-speaking audiences lacking in the broadcasting space
Homeshopping is emerging platform for brands that are relatively unknown to effectively market themselves

CHANNEL DATA

Table 174 Homeshopping by Category: Value 2016-2021
Table 175 Homeshopping by Category: % Value Growth 2016-2021
Table 176 Homeshopping GBO Company Shares: % Value 2017-2021
Table 177 Homeshopping GBN Brand Shares: % Value 2018-2021
Table 178 Homeshopping Forecasts by Category: Value 2021-2026
Table 179 Homeshopping Forecasts by Category: % Value Growth 2021-2026

VENDING IN SINGAPOREKEY DATA FINDINGS

2021 DEVELOPMENTS

Various competing forces drive major players to embark on extensive marketing campaigns
Blind boxes offered by vending machines in high-traffic commercial areas are growing in popularity
Growing competition from smaller players with inclusion of fresh orange juice and coconut water

PROSPECTS AND OPPORTUNITIES

Personalisation through the collection of personal information is crucial to understanding consumer behaviour and sales
High-profit margins and low cost of entry accelerate the diversification of vending product offerings
Increasing focus on sustainability and wellness could drive growth of premium and healthier offerings

CHANNEL DATA

Table 180 Vending by Category: Value 2016-2021
Table 181 Vending by Category: % Value Growth 2016-2021
Table 182 Vending GBO Company Shares: % Value 2017-2021
Table 183 Vending GBN Brand Shares: % Value 2018-2021
Table 184 Vending Forecasts by Category: Value 2021-2026
Table 185 Vending Forecasts by Category: % Value Growth 2021-2026
E-COMMERCE (GOODS) IN SINGAPORE

KEY DATA FINDINGS

2021 DEVELOPMENTS

Building consumer trust through the existence of authenticated products and official stores on e-commerce platforms
E-commerce aggregators Rainforest and Una Brands secure venture capital funding to purchase and scale up brands
Telemedicine practitioners, teleconsulting services and importers of medical devices are establishing an online presence

PROSPECTS AND OPPORTUNITIES

Establishing paid membership clubs and creating a one-stop shop to capitalise on customer behaviour and loyalty

BNPL financial arrangements and services prove popular with consumers

Lack of advertising material and marketing efforts targeting older consumers by e-commerce players

CHANNEL DATA

Table 186 E-Commerce (Goods) by Channel and Category: Value 2016-2021
Table 187 E-Commerce (Goods) by Channel and Category: % Value Growth 2016-2021
Table 188 E-Commerce (Goods) GBO Company Shares: % Value 2017-2021
Table 189 E-Commerce (Goods) GBN Brand Shares: % Value 2018-2021
Table 190 Forecast E-Commerce (Goods) by Channel and Category: Value 2021-2026
Table 191 Forecast E-Commerce (Goods) by Channel and Category: % Value Growth 2021-2026

MOBILE E-COMMERCE (GOODS) IN SINGAPOREKEY DATA FINDINGS

2021 DEVELOPMENTS

Retailers opt for in-store marketing to drive up adoption of mobile apps
Rise of social commerce driven by livestreaming e-commerce content creators offering sales and product demonstrations
Contactless payment options drive increase in digital payments through the usage of mobile wallets

PROSPECTS AND OPPORTUNITIES

Expectations of mobile-first strategies due to increasing adoption of mobile e-commerce transactions by consumers
Cross-border e-commerce highlights a need for brands to pursue a consistent pricing strategy across regions
Brands are gaining additional traction through the rise of short-form video advertising and marketing content

CHANNEL DATA

Table 192 Mobile E-Commerce (Goods): Value 2016-2021
Table 193 Mobile E-Commerce (Goods): % Value Growth 2016-2021
Table 194 Mobile E-Commerce (Goods) Forecasts: Value 2021-2026
Table 195 Mobile E-Commerce (Goods) Forecasts: % Value Growth 2021-2026

FOOD AND DRINK E-COMMERCE IN SINGAPOREKEY DATA FINDINGS

2021 DEVELOPMENTS

Shortage of last mile food delivery riders drives greater adoption of autonomous robots and collection options
Restaurants experiment with novel concepts and virtual brands through the adoption of cloud kitchens
Travel restrictions lead to an increase in community group purchases for overseas food items

PROSPECTS AND OPPORTUNITIES

Restaurateurs are leveraging their brand names and reputations to bypass food delivery mobile apps
Food and drink merchants pursue sustainable delivery offers through the use of reusable containers and refills
Increasing adoption of subscription services for pantry staples and local produce

CHANNEL DATA

Table 196 Food and Drink E-Commerce: Value 2016-2021
Table 197 Food and Drink E-Commerce: % Value Growth 2016-2021
Table 198 Food and Drink E-Commerce Forecasts: Value 2021-2026
Table 199 Food and Drink E-Commerce Forecasts: % Value Growth 2021-2026

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