F&B industry observes healthier food consumption in Singapore

Health trends and online shifts reshape market dynamics.

The food and beverage (F&B) industry in Singapore is adapting to emerging consumer preferences for healthier dining options without sacrificing taste. This comes after the pandemic when consumers become health conscious.

Ashutosh (Ash) Awasthi, Director at Kadence International Singapore, said that this shift is most evident in consumers desiring "best of both worlds" — health benefits coupled with uncompromised taste.

Another significant challenge is the digital transformation within the sector. A considerable proportion of Singaporeans now prefer ordering their meals online, necessitating F&B outlets to optimise their online delivery systems. 

“Sixty percent of Singaporeans search for new food options restaurants through social media– this has compelled the F&B brands to rethink and reboot their marketing strategy with the new trends,” he said.

Technology's role in shaping food choices and consumption patterns is also pivotal. Innovations such as plant-based alternatives are creating new food segments and reshaping market dynamics. 

"The first one is the innovations, like, you know, plant-based alternatives, which has given birth to, altogether, a new segment of food choices," Ash remarked. This market is supported by popular chains and grocery stores expanding their plant-based offerings, responding to a growing consumer base.

Moreover, technological advancements in food preservation are promoting growth in the ready-to-eat meal segment, aligning with the convenience consumers seek. "Now advanced technologies for food preservation have helped the FnB sector to push for the growth in the convenience and ready to eat meals area," Ash added.

Looking ahead, Ash identified two innovations poised to drive future growth in the F&B sector. The first is the rise of functional foods and beverages, such as probiotic drinks and fortified snacks, which cater to health-conscious consumers seeking additional nutritional benefits. The second is sustainable food production technologies, including urban and vertical farming, which aim to reduce the environmental impact of traditional agriculture.