Biscuits & Crackers In Singapore [January 2026]

Table Of Contents

1. Summary

2. Definitions And Methodology

3. Disclaimer

4. Industry Landscape

   1. Market Structure

   2. Segmentation: Variant

   3. Segmentation: Better-For-You

   4. Segmentation: Store Brand

   5. Price Positioning

   6. Flavor Preferences

5. Recent Developments

   1. Product Launches (Year To Date)

6. Competitive Landscape

   1. Brand Market Share By Origin Country/Region

   2. Brand Market Share

   3. Brand Market Share By Segment: Variant

   4. Brand Market Share By Segment: Better-For-You

   5. Brand Market Share By Segment: Store Brand

   6. Brand Market Share by Segment: Price Positioning

   7. Competitor Profiles

Summary

Industry Landscape

1. There are over 110 biscuit and cracker brands in Singapore.

2. Major variants include regular biscuits; crackers; wafers; and sandwich biscuits & crackers, of which regular biscuits account for the biggest share.

3. The better-for-you (BFY) segment is niche with an estimated low single digit share of the market.

4. Store brand presence is significant accounting for a high single digit share of the market.

5. Brands positioned in the first quartile (Q1) of the price spectrum lead in terms of market share.

6. Chocolate is the top flavor profile.

Recent Developments

1. Product launches to date have focused on Chinese New Year and have largely been driven by DTC players.

Competitive Landscape

1. Brands from Malaysia are most popular.

2. Munchy’s is the overall market leader.

3. Munchy’s leads both the crackers (excluding rice crackers), and sandwich biscuit & cracker segments. Meanwhile, Meiji is the top player in regular biscuits, Loacker dominates wafers, and Ceres leads in rice crackers.

4. Gullón is the top brand in sugar free, Ceres is the top brand in organic.

5. Good Today and FairPrice are the top store brands.

6. Across the pricing spectrum, Julie’s leads in the first quartile, Munchy’s in the second, Loacker in the third, and Chwee Song in the fourth quartile.

Competitor Profiles

1. Loacker

2. Meiji

3. Munchy’s