D U C TS

RY P R O R
E BA K E S E C TO
TH
A P O R E
IN S I N G
FLANDERS INVESTMENT & TRADE MARKET SURVEY
The Bakery Products
Sector
in Singapore
8 January 2018

FLANDERS INVESTMENT & TRADE

ROYAL EMBASSY OF BELGIUM
8 Shenton Way
#14-01 AXA Tower
Singapore 068811
Tel: (65) 6227 3997
Fax: (65) 6227 7349
Email: [email protected]
Website: www.flandersinvestmentandtrade.com
1 General overview of baked products in Singapore

Amongst baked goods, bread is considered as a staple to Singaporeans. Breads are consumed
during breakfast and tea breaks. Cakes and pastries are considered as snacks or desserts. The
bread & rolls market comprises artisanal bread & rolls, in-store bakery bread & rolls, industrial
bread & rolls and tortilla. Consumers’ hectic lifestyles increased the demand for convenient
breakfast options such as sandwiches and facilitated on-the-go consumption. Consumers are
also seeking novelties in baked goods, particularly artisanal bread and pastries.
Artisanal baked goods rose in value share reaching 55% in 2014. Consumers’ increased
disposable incomes and sophistication led to the demand for artisanal baked goods. This was
mainly driven by the consumer perception that artisanal baked goods are better in product
quality and thanks to continuous innovation in flavours. Expansion of artisanal players such as
Maison Kayser, Paul and Paris Baguette was driving growth in 2014. Such bakery shops
European style have been on the rise in recent years as consumers’ choice for baked goods
became more demanding.
The major player in the retail bakery chain in Singapore is BreadTalk Group. Founded in 2000,
the BreadTalk Group has grown to become a distinctive household brand in bakeries and
restaurants with close to 1.000 outlets. The Group currently operates more than 850 bakeries,
26 internationally acclaimed Din Tai Fung-restaurants in Singapore and Thailand, as well as 60
award-winning Food Republic food atria in China, Singapore, Hong Kong, Malaysia, Taiwan and
Thailand.
Frozen semi-baked goods and ready-to-bake goods is also an important product segment for
the food industry, especially for hotels and the catering industry. Bakery food producers such
as Aryzta Bakeries (Switzerland) and Vandemoortele (Belgium) have established their
presence in Singapore catering to this segment.
Frozen bakery products and thaw & serve bakery products are two important categories in
the retail supermarkets and convenient stores. Retail supermarkets carry a wide range of
frozen bakery products ranging from frozen pizzas (the largest range), frozen breads, frozen
pies, frozen cakes, frozen crepes and waffles. The convenience stores such as 7-Eleven (24/7)
mainly retail thaw & serve bakery products such as cakes, muffins and waffles which allows
consumers to take and go for convenience. For this market, the shelf life of the product is very
important. Thaw & serve products require at least five to six days of shelf life after thawing.
The products are usually thawed before arriving at the stores.
With the growth of baked goods, we can also expect a rising demand for baking and food
ingredients in Singapore in both the retail and foodservice segment.

The Bakery Products Sector in Singapore | Jan 2018 3

a) List of international brands of frozen baked goods available in supermarkets

• Bridor (France);
• Delifrance (France);
• Dr. Oetker (Germany);
• Marie Callender’s (United States);
• Pepperidge Farm (United States);
• Tesco (United Kingdom);
• Waitrose (United Kingdom).

b) List of major international players of bakery ingredients with Asia headquarters

situated in Singapore

• ADM Singapore Pte Ltd – www.adm.com;

• Barry Callebaut Chocolate Asia Pacific Pte Ltd – www.barry-callebaut.com;
• Behn Meyer Chemicals Holding (S) Pte. Ltd – www.behnmeyer.com;
• Danisco Singapore Pte Ltd – www.danisco.com;
• Stern-Wywiol Gruppe – www.sterningredients.com.sg.

c) List of major industrial bakeries

• Adeka Singapore Pte Ltd - www.adeka.com.sg;

• Sunshine Bakeries – Auric Pacific Group – www.sunshine.com.sg;
• Gardenia – QAF Limited – www.gardenia.com.sg;
• Delifrance – www.delifrance.com.sg.

d) List of small & medium industrial bakeries

• Bake Mission Pte Ltd – www.bakemission.com.sg;

• Baker’s Oven Patiseries – www.bakersoven.com.sg;
• Bakers World – www.bakersworld.com.sg;
• Best One (S) Pte Ltd – www.best-one.com.sg;
• BHF Pte Ltd – Baker’s Heaven – www.bhf.com.sg;
• Foodedge Gourmet - www.foodedgegourmet.com;
• Food Fresh Pte Ltd - www.foodfresh.com.sg;
• Pure Eddiction – www.pureeddiction.com.sg.

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e) List of major retail bakery chains

• Bakery Cuisine – www.bakerycuisine.com;

• BreadTalk – www.breadtalk.com.sg;
• Bengawan Solo – www.bengawansolo.com.sg;
• Cedele Depot - www.cedelegroup.com;
• Four Leaves – www.fourleaves.com.sg;
• SwissBake - www.swissbake.com;
• Polar Puff and Cakes – www.polarpuffs-cakes.com;
• Prima Deli – www.primadeli.com.

2 Distribution channels for baked products & bakery Ingredients in

Singapore

Baked goods are generally distributed to retail supermarkets and hypermarkets by importers
and industrial bakers. It comes in both frozen and ambient forms.

a) List of major supermarket chains and hypermarkets

• Cold Storage Supermarket - www.coldstorage.com.sg;

• Giant Hypermarket - www.gianthypermarket.com.sg;
• NTUC Fairprice - www.fairprice.com.sg.

b) List of bakery products importers in Singapore

• Angliss Singapore Pte Ltd – www.angliss.com.sg;

• Ben Foods (S) Pte Ltd – www.benfoods.com;
• Frosts Food & Beverage Pte Ltd – www.frosts.com.sg;
• Indoguna Singapore Pte Ltd – www.indoguna.com.

The major food retail format in Singapore for food and beverage products are shown in the
figure below.

The Bakery Products Sector in Singapore | Jan 2018 5

 Convenience Traditional
Large Retailers Specialty Retailers
Retailers Retailers
•Supermarket chains •Convenience stores •Provision shops •Specialty grocers
• - 7 Eleven - Jones The Grocer
•- Fairprice •- Cheers (Specialized in
- Cold Storage Australian and New
- Marketplace Zealand food
•Petrol Mart products)
- Prime supermarket
•-Fairpice Xpress - Culina (Specialized
- Sheng Siong
- Isetan supermarket in gourmet food from
- Meidi-ya Australia, Europe,
supermarket New Zealand and
(Specialized in United States)
Japanese food - Four Seasons
products) Organic Market
(Specialized in
organic food
products)
•Hypermarkets - The Providore
- Fairprice Xtra (Specialized in
- Giant gourmet food
products from
Australia and
Europe)
- Ryan's Grocery
(Specialized in
organic and gluten
free products)
- Zenxin Agri-Organic
(Specialized in
organic and gluten
free products)
•Online grocer
- RedMart
(www.redmart.com)

Pastry & bakery ingredients in Singapore are made available to bakeries and foodservice
industry through local importers. The largest supplier of pastry & bakery ingredients in
Singapore is Phoon Huat Pte Ltd. Phoon Huat is a leading wholesale supplier in bakery,
beverage and confectionery ingredients. The company exports to Asia Pacific, the Middle East,
Africa and the South Pacific. Other than supplying imported ingredients, Phoon Huat also
supplies baking ingredients under the “Red Man” brand to the food service industry. Red Man
products are manufactured and distributed by Phoon Huat Pte Ltd. Their manufacturing plant
is situated in Malaysia.
Other than Phoon Huat, gourmet food importers such as Angliss Singapore
(www.angliss.com.sg) and Euraco Fine Food (www.euraco.com.sg) are purveyors of fine
pastry and bakery ingredient products catering to the high-end restaurants, cafés and hotels
in the country.

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c) List of major pastry & bakery ingredients importers in Singapore

• Bake King - www.bakeking.com.sg;

• Bakels Singapore Pte Ltd - www.bakelsingapore.com.sg;
• Bakery Laboratory Pte Ltd – www.bakelab.com.sg;
• ConnectAsia Pte Ltd – www.connectasia.com.sg;
• Euraco Finefood Pte Ltd – www.euraco.com.sg;
• Kitchen Capers – www.kitchencapers.net;
• Pastry Mart - www.pastrymart.sg;
• Phoon Huat Pte Ltd – www.phoonhuat.com;
• Sun Lik Trading Pte Ltd – www.sunliktrading.com;
• United Bakery Supplies- www.unitedbakerysupplies.com;
• Win-Sin Pte Ltd – www.win-sin.com.

3 Market trends for baked products in Singapore

a) Consumer trends in baked goods

Industrial bakeries are tapping on new product developments in fortified and wholegrain
baked goods as consumers get more health conscious. The range of frozen baked products in
retail supermarkets has gradually increased especially for frozen ready-to-bake breads such
as croissants, baguettes, ciabatta, viennoiseries, tortilla and bagels. Other than breads, Asian
and Western savoury pastry and ready-made desserts are popular for consumers seeking
convenience. These products are either imported or locally manufactured by ready-meals
producers in Singapore. Baked products such as vol-au-vent, crostini and baked puff pastry
are usually sought after for party preparations and catering. These products are made
available in the retail supermarkets and baking ingredients stores.
b) Bakery & café concept

The Bakery & Café concept in Singapore is still a growing market although the market is
saturated with home-grown and international franchise. In order to compete, café owners
need to offer freshly made and artisanal baked products with quality coffee and tea blends.
c) Bake-off and thaw & serve bakery products

There is a market for on premise bake-off and thaw & serve frozen bread, waffles, cakes and
pastries catering to cafés and quick service restaurants in Singapore. The upsurge in demand
for these products also led to opportunities in the convenient stores which are open 24/7.

The Bakery Products Sector in Singapore | Jan 2018 7

d) Online platform for baked goods

Home bakers in Singapore have grown tremendously over the last few years. Due to the
popularity of home baking, an online portal, HomeBakee (www.homebakee.com) was set up
as an online platform for local home bakers to sell their baked products. There are currently
55 bakers in Singapore who are part of the community. HomeBakee was founded by in
December 2015. Though the market is relatively small, this is yet another business opportunity
for bakery ingredients manufacturers.

4 Opportunities for Flemish exporters to Singapore

The opportunities for Flemish exporters to the Singapore’s baked food products industry lies
within the following product segment:
a) Frozen bakery products

• Semi-baked;
• Ready-to-bake;
• Thaw & serve.

b) Baking ingredients and pastry ingredients

• Baking mixes;
• Fruit fillings;
• Baking yeast;
• Baking chocolates;
• Cake decorations;
• Baking sugar;
• Processed cheese.

c) Fortified and wholegrain baked good

d) Organic and gluten free baked goods

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5 Import regulations for food products in Singapore

Singapore is essentially a free port for imported food except alcohol. No import duties are
levied on imported food ingredients. A 7% “Goods and Services Tax” will be imposed on all
imports of food & beverages into Singapore.
Food exporters have to ensure that all food additives and ingredients included in the product
are permitted under the Agri-Food & Veterinary Authority (AVA)’s Food Regulations.
For detailed information on the Food Regulations, exporters can consult the AVA’s website at
www.ava.gov.sg/explore-by-sections/food/bringing-food-into-singapore-and-
exporting/commercial-food-imports.

a) AGRI-FOOD & VETERINARY AUTHORITY (AVA)

Website: www.ava.gov.sg
The Agri-Food and Veterinary Authority (AVA) ensures that processed food available in
Singapore, both imported and locally manufactured, is safe for consumption.

6 Trade associations related to Food and Beverage in Singapore

a) SINGAPORE FOOD MANUFACTURERS ASSOCIATION (SFMA)

The Singapore Food Manufacturers' Association is a trade association founded in 1967 by a

small group of like-minded local food manufacturers with the purpose of developing and
promoting the local food manufacturing industry. Members comprise small family concerns,
small-and-medium enterprises, public listed companies, traders and various supplier
companies related to food industry.

Singapore Food Manufacturers Association (SFMA)

7, Teo Hong Road
Singapore 088324
Tel: +65 6221 2438
Fax: +65 6223 7235
Website: www.sfma.org.sg

The Bakery Products Sector in Singapore | Jan 2018 9

7 Trade events relating to food and beverage in Singapore

a) CAFÉ ASIA 2018

Date : 22 to 24 March 2018

Venue : Marina Bay Sands Singapore
Website : www.cafeasia.com.sg
Café Asia & ICT Industry Expo brings together café owners and managers, coffee and tea
exporters/importers as well as distributors and suppliers of café-related machinery and
equipment in a dynamic marketplace. The exposition will feature equipment, machinery,
accessories and other supplies and products for the effective and ideal functioning of the
establishments’ coffee and tea businesses. Café Asia is held in conjunction with Sweets &
Bakes Asia (www.sweetbakeasia.com).
Organiser: Conference & Exhibition Management Services Pte Ltd
1 Maritime Square #09-43, Harbourfront Centre Singapore 099253
Contact Person: Ms. Regina Tung
Assistant Manager, Exhibitions
Tel: (65) 6278 8666 Ext.164
Mobile: (65) 82230577
Fax: (65) 6278 4077
Email: [email protected]

b) FOOD AND HOTEL ASIA

Date : 24 to 27 April 2018

Venue : Singapore Expo
Website: www.foodnhotelasia.com
A biennial exhibition for the food & beverage industry, hotel and hospitality sector, featuring
seven specialized events – FoodAsia, Wine&SpiritsAsia, HotelAsia, BakeryAsia,
ServiceTechAsia, HospitalityStyleAsia and FHA Culinary Challenge.
Organiser: Singapore Exhibition Services Pte Ltd
10 Kallang Avenue,
09-16, Aperia Tower 2
Singapore 339510
Tel: +65 62336638

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 Fax: +65 62336633
Website: www.sesallworld.com
Contact: Mr. Jeffrey Au – Assistant Project Director
Email: [email protected]

Flanders Investment and Trade (FIT) will be present at “Food and Hotel Asia 2018” with a
pavilion. Flemish companies interested to participate can contact
mr. Frank Baeyens in Brussels :

Frank Baeyens
Project Manager
Flanders Investment and Trade
Email: [email protected]

The information in this publication is provided for background information that should enable you to
get a picture of the subject treated in this document. It is collected with the greatest care based on all
data and documentation available at the moment of publication. Thus this publication was never
intended to be the perfect and correct answer to your specific situation. Consequently it can never be
considered a legal, financial or other specialized advice. Flanders Investment & Trade (FIT) accepts
no liability for any errors, omissions or incompleteness, and no warranty is given or responsibility
accepted as to the standing of any individual, firm, company or other organization mentioned.

Date of publication: Jan/2018

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