n April 2016, Singapore hosted the first ever Food Vision Asia event. Food Vision Asia focused exclusively on this high growth market and the challenges it faces as increased consumer buying power drives its consumer’s appetite for a diet predicated on ‘world food’ choice and variety.

1. Riding the Next Wave in the Nutrition Market
Food Vision Asia
Health Promotion Board , Singapore
CEO , Mr Zee Yoong Kang
29 Apr 2016

2. In Asia, consumers are looking for more healthy products
Top 5 Health Positions of
Product Categories in Asia
include Natural, Low Fat &
Organic
Source: Mintel; Nielsen; Innova 2015-2016
Consumers are on the Lookout -
Fiber & Wholegrains

3. Obesity contributing to Diabetes – Major healthcare burden
5.1
6.0
6.9
8.6 9.0
11.1
16.0
10.8
16.0
17.7
21.7
25.1
33.0
23.0
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
1980 1990 2000 2010 2020 2030 2040 2050 2060
PREVALENCEINEACHWEIGHTCATEGORY(%)
Projection of BMI trends, 2020-
2050*
BMI≥ 30 BMI≥ 27.5
Source: Projected prevalence 2020-2050 from communication with Phan Phuong Thao based on a microsimulation model of obesity and diabetes in Singapore: Phan, T. P.,
Alkema, L., Tai, E. S., Tan, K. H. X., Yang, Q., Lim, W.-Y., Cook, A. R. (2014); (b) Saw Swee Hock School of Public Health, SCs & PRs, aged 18yrs and above

4. In Singapore, there will be increased Government focus on
promoting healthier foods

5. Need for Paradigm Shift
A Public – Private Partnership Model

6. Public Education Campaigns
Forming strategic partnership to influence consumer behaviour
Inform Strategic Shift Influence
Leveraging partnerships to achieve PERVASIVENESS
Eco-systemic Model
Adopting behavioural economic principles to NUDGE CONSUMERS
• Changing the Context
and Environment
• Making healthier choice
default and accessible

7. Source : Straits Times

8. Leveraging Public-Private Partnership : Supermarket promotion
One-of-its-kind, big-scale, high impact
UK
To increase availability of fresh fruit and
vegetables in convenience stores
74 convenience
stores*
(Year 1: 2008)
• 7 convenience store retailers in
North East of England
• All fresh fruits and vegetables
*grew to 160 stores by 2010
175 neighbourhood
stores*
(Year1: 2012)
• 2 neigbourhood communities in
Bronx, New York
• 2,300 healthier products
USA
To increase access to healthier food options
in neighborhoods stores
*grew to 670 stores by 2015
Singapore
To increase visibility and sales of
HCS products in supermarkets
235 supermarket
outlets
(Year 1: 2015)
• 4 major supermarket chains in
Singapore
• 2,500 products with HCS symbol

9. Partnership in Action – Expanding consumer choice
HCS product categories covers 60% of total foods and drinks sold in retail grocery
chains
Cereal
Miscellaneous and snacks
Dairy
Sauces
Edible Oil
Sweetened Drinks
Convenience Meals

10. Supermarket advertising & activities
SMS LUCKY DRAW
SPIN & WIN
HCS PRODUCT
SALES*
*during campaign period
CAMPAIGN
WEBSITE
ACTIVATIONS
CAMPAIGN
AWARENESS
AWARENESS ENGAGEMENT ACTION
Nielsen report shows a +4% in YoY growth sales of HCS products

11. 2012 2014 2020
Partnership in Action –Growth in Healthier Choice Products
+9%
HCS Volume annual growth
2004
15%
Market
share
17%
Market share ;
>2,500 products
25%
Market share
Target By 2020
Launch
with 300
products
only
55%
FY15
Proj
53% 49%
53%51%
FY 14FY 12
47%
47%
FY13
44%
39%
FY14
40%
FY15
60%
FY12
61%
56%
47%
53%
FY15
Proj
FY12
8%
92%
FY13
11%
89%
FY14
12%
88%93%
7%
FY13
45%
Wholegrains Sweetened drinksOil
FY12 FY13 FY14 FY15
Proj

12. Kopi, Teh, Sui Dai – changing consumer
taste one cup at a time

13. Industry Partnership: Reformulation of reduced sugar drinks
Product Reformulation :
• Incremental lowering of sugar levels in beverages
from 9.5% to 7%
• Led to increased varieties of reduced-sugar
drinks in the market

14. Partnership in Action: Shifting consumer taste by nudging
Coffeeshops
Hawker Stalls
Food Courts
e.g Kopitiam, Koufu
Cafes
e.g Yakun, Toastbox
Kiosks
e.g Gongcha, Mr Bean
QSR/ Restaurants/Caterer
Nudging @ Food Service Point of Sales
Grocery Retailers
Grocery Chain
Packaged Drinks
Reformulation
Integrated efforts from multi-stakeholders to influence
lifestyle change.
Yr 2014
1,000
touchpoints
Yr 2015
1,200
touchpoints

15. Impact: Shift in consumption of regular sweetened beverages to
reduced-sugar and water products
Source : Nielsen Modern Trade only CAGR : Compound annual growth
rate
45%
FY 15 Proj
27%
28%
47%
26%
27%
Water 5%
53%
24%
23%
Reduced sugar SSB 7%
FY 13
48%
26%
26%
Water 4%
Reduced sugar SSB 9%
FY 12
MarketshareofHealthierDrinksConsumed
Y08-15 Reduced sugar SSB / Water
7 year CAGR +8% / +5%
Water 12%
Reduced sugar SSB 8%
FY 14
Regular Drinks
Water
Reduced sugar
Water YoY Vol Growth %
Healthier YoY Vol Growh %

16. A “Whole-of-supply chain” Approach: Together we can make wave
in providing healthier choices
Product Innovation
Broaden Choices
Driving Consumer
Demand
Promote and Activate
Forging Stronger
Multi-stakeholder
Partnership
Awareness

17. Thank You

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