Overseas Market Introduction Service
Sea Fish Industry Authority
Produced by:
Valsa Panicker, Senior Trade & Investment Attaché
Amanda Leong, Trade & Investment Officer
Singapore
Date of Report: 31 January 2013
1
CONTENTS PAGE
Page(s)
I.
II.
III.
IV.
Executive Summary
 Summary of the Enquiry
 Methodology
3
3
3
Market Research
4-38
 Matching Profile
 The Trade Environment
 The Seafood Sector
 Consumer Trends
 UK Share and Export Opportunities
4-25
4-6
7-15
16-17
18-25
 Doing Business Profile
 The Supply Structure
 The Retail Channel
 The Foodservice Channel
 Key Regulations and Tariffs
 Tips and Useful Links
26-38
26-27
28-30
31-33
34-37
38
UKTI Headstart
39-40
Contributors
41
2
I.
EXECUTIVE SUMMARY
Summary of Enquiry
As overseas market intelligence is one of their service offerings, Seafish
commissioned an OMIS on 10 October 2012 for us to update the market report
on Singapore that is currently on their website.
The research brief involves the following components:
 Matching Profile
 The Trade Environment
 The Seafood Sector
 Consumer Trends
 UK Share and Export Opportunities
 Doing Business Profile
 The Supply Structure
 The Retail Channel
 The Foodservice Channel
 Key Regulations and Tariffs
 Tips and Useful Links
Methodology
UK Trade & Investment undertook the following to deliver the service:

The required research was put together from various sources including the
official websites of various Government bodies such as the Singapore
Department of Statistics, the Agri-Food and Veterinary Authority of
Singapore, and Customs Singapore, as well as trade publications from the
International Enterprise Singapore.
3
II.
MARKET RESEARCH
Matching Profile
A. The Trade Environment
Fast Facts

Population (as of 2012)




Total Population* (‘000): 5, 312.4
Singapore Residents* (‘000): 3,818.2
Singapore Citizens (‘000):3,285.1
Singapore Permanent Residents (‘000): 533.1
* Total population comprises Singapore residents and non-residents. The
resident population comprises Singapore citizens and permanent residents.

Land Area (as of 2011)
 Land Area (Sq km): 714.3
 Population Density/Inhabitants per sq km: 7, 257

Households (as of 2011)
 Number of Resident Households (‘000): 1, 146.2
 Home Ownership Rate (%): 88.6

Economic Indicators (as of 2011)









GDP at Current Market Prices (S$m)
GDP per Capita (S$)
Annual Growth (%)
Annual Inflation Rate (%)
Unemployment Rate
(Seasonally Adjusted as of
Sept 2012) (%)
Total Trade (S$m)
Exports (S$m)
Domestic Exports (S$m)
Imports (S$m)
4
:
:
:
:
326,832.4 (£166,194.28 m)
63,050.00 (£32,060.93)
4.9
5.2
:
:
:
:
:
1.9
974,396.4 (£495,480.57)
514, 741.2 (£261,745.90)
281,349.7 (£143,066.32)
459, 655.1 (£233,734.62)

Food Import and Export Figures
 Total food imports in 2011 totalled S$10,295.70m (£5,235.36m),
reflecting a 22.1% year-on-year increase.
 Total food exports in 2011 totalled S$6,663.2m (£3,388.24m), reflecting a
10.8% year-on-year increase.

Trading Partners
 Top 5 trading partners in 2011 include Malaysia, China, Indonesia, the
United States, and Hong Kong.
 The top five countries Singapore imported from in 2011 include Malaysia,
the United States, China, Japan and Taiwan.
 The top five countries Singapore exported to in 2011 include Malaysia,
Hong Kong, Indonesia, China, and the United States.
Source: Singapore Department of Statistics








Capital
Other main cities
Languages
Religions
:
:
:
:
Singapore
nil
English, Chinese Mandarin, Malay, Tamil
Buddhism, Christianity, Islam, Hinduism,
Taoism, Sikhism
Currency
: Singapore dollar (S$)
Exchange rate
: £ 1 = S$ 1.9666 / S$1 = £0.50850
International status Member of ASEAN and APEC
Government type Republic with parliamentary democracy

Singapore is one of the wealthiest consumer markets in Asia with a GDP
per capita of approximately £32,020 in 2011. Unfortunately, Singapore is
also known to have one of the highest levels of income inequality in East
and South-East Asia, with its Gini coefficient having increased slightly
from 0.472 in 2010 to 0.473 in 2011. After adjusting for Government
transfers and taxes however, the Gini coefficient in 2011 was reduced
from 0.473 to 0.452.

The export-driven economy, though small, is very open and home to a
thriving environment of foreign investment and talent. Singapore’s total
trade is generally close to three times its GDP. In 2011, total trade
reached £487.15 billion, while its GDP was worth £163.4 billion.

The top three performing sectors that contributed to the country’s GDP
are manufacturing (20.9%), wholesale and retail trade (17.4%), and
business services (14.1%).
5

For the whole of 2011, Singapore’s economy grew by 4.9%, which though
represented a significant decline from the 14.8% growth rate in 2010, was
predictable as its exports-led growth was affected by the dampened
demand from the US and EU markets.

The manufacturing sector expanded by 7.6% in 2011, helped by the surge
in biomedical manufacturing output which offset the contraction in the
electronics cluster and slower growth in the precision engineering and
chemicals clusters. The construction sector grew by a modest pace of 2.6
per cent, supported by public sector building activities.

The service industry grew by 4.4% in 2011, anchored primarily by growth
in the finance & insurance and tourism-related sectors. The finance and
insurance sector grew by 9.1% on account of continued growth in
domestic and offshore lending activities, even as stock trading activities
fell. The accommodation & food services and other services industries
grew by 5.8% and 6.7% respectively on the back of healthy visitor
inflows.

Singapore’s population which as of June 2012 stood at 5.31 million,
comprises a significant middle class and a growing foreign expatriate
base. Consumers are generally well-informed, well-travelled and have a
sophisticated and comfortable lifestyle, quite similar that seen in the
developed world countries.

As a small city-state, Singapore is highly dependent on imports for its
food supply, including seafood. The growing affluence and exposure of
younger and middle aged consumers has resulted in an increased demand
for premium products and more sophisticated dining options. Five
Singapore restaurants are featured among the top 12 Asian restaurants in
the Miele Guide 2013.
Source: Singapore Department of Statistics
6
B. The Seafood Sector
This segment will contain the following parts:
i.
Fish, Seafood, & Preparations Import and Export Figures
ii.
Fish Supply, Trade and Wholesale
iii.
Imports of Fish and Seafood to Singapore in 2011(broad category)
iv.
Exports of Fish and Seafood to Singapore in 2011 (broad category)
v.
Fisheries
vi.
Aquaculture
vii.
Post Harvest Technology
Please note that all calculated figures are based on the following exchange rate:
£ 1 = S$ 1.9666 / S$1 = £ 0.50850
7
i)
Fish, Seafood (excl marine mammals) & Preparations Import and
Export Figures (in £ million)
2001
430.65
340.39
Import
Export
2006
594.23
304.54
2007
608.67
279.68
2008
647.42
276.88
2009
594.95
226.94
2010
658.86
255.62
2011
730.10
256.84
Figure 1

As Figure 1 shows, total fish, seafood (excl marine mammals) &
preparations imports in 2011 totalled £730.10 million, reflecting a 10.8 %
year-on-year increase. In general, imports have increased from 2001 to
2011.

Total fish, seafood (excl marine mammals) & preparations exports in 2011
totalled £256.84 million, reflecting a 0.48% year-on-year increase. In
general, exports have however declined from 2001 to 2011.

Singapore has long been and still is a net importer of fish, seafood and
preparations, with imports worth nearly thrice that of exports.
Source: International Enterprise Singapore
8
ii)
Fish Supply, Trade and Wholesale (in tonnes)
Fish Supply
 Local
Production
 Imports
 Exports
Fish Wholesale
2001
2006
2007
2008
2009
2010
2011
7,785
11,6741
8,025
5,141
5,689
4,826
5,947
107,074
76,638
75,603
152,860
61,085
72,526
145,413
50,496
73,102
138,898
44,416
67,288
134,756
39,083
65,332
134,546
40,215
58,744
132,937
32,311
65,333
Figure 2

As Figure 2 shows, more than 3/4 (77.66%) of Singapore’s fish supply were
imported in 2011. About 1/5 (18.88%) of the supply were exported, and
3.48% locally produced.

The proportion of our fish supply that was imported in 2011 (77.66%) was
much higher as compared to that of 2001, which was slightly more than half,
at 55.92%.

On the other hand, the proportion of our fish supply that was exported in
2011 (18.88%) was much lower as compared to that of 2001, which was
valued at 40.02%.

The proportion of our fish supply that was locally produced in 2011(3.48%)
was slightly lower than that of 2001, which was valued at 4.07%.

While fish wholesale has increased 11.22% from 2010 to 2011, it has seen a
decline of 13.6% from 2001 to 2011.
Sources:
Fish Supply (Local Production) and Fish Wholesale: Agri-Food & Veterinary
Authority
Fish Supply (Imports and Exports): International Enterprise Singapore
http://www.singstat.gov.sg/pubn/reference/yos12/yos2012b.pdf
9
iii)
Imports of Fish and Seafood to Singapore (broad category) in
2011

As shown in the previous segment, a huge proportion of our fish supply is
imported, as compared to that which is locally produced.

Fresh fish and seafood, including processed products, can be imported
from any country unless the products are noted as high-risk. Currently,
chilled shucked oysters, cockle meat, cooked prawns and crab meat, and
live oysters are not permitted for import.
Type of Fish and
Seafood
Live
Fresh or Chilled
Frozen
Dried, Salted, in Brine, or
Smoked
Volume (in tonnes)
Value (in £’000s CIF)
15,353.56
48,830.00
74,623.37
8,212.41
70,836.08
98,758.33
258,983.12
68,931.75
Figure 3

Based on Figure 3, frozen fish and seafood were the largest import
category in terms of both volume and value in 2011. Fresh or chilled
products were the second largest category, followed by live, and lastly,
dried, salted, in brine, or smoked.
Source:
International Enterprise Singapore (Singapore Trade Statistics, Import,
Volume 15/ No.12-I, Dec 2011)
10
iv)
Exports of Fish and Seafood to Singapore (broad category) in
2011
Type of Fish and
Seafood
Live
Fresh or Chilled
Frozen
Dried, Salted, in Brine, or
Smoked
Volume (in tonnes)
Value (in £’000s CIF)
68.76
5,257.61
27,339.83
1,585.80
1,057.17
8,878.92
121,635.74
31,986.68
Figure 4

Based on Figure 4, frozen fish and seafood were the largest export
category in terms of volume in 2011. Fresh or chilled products were the
second largest category, followed by dried, salted, in brine, or smoked,
and lastly, live.

In terms of value, frozen fish and seafood were also the largest export
category in 2011. Dried, salted, in brine, or smoked products were the
second largest category, followed by fresh or chilled, and lastly, live.
Source:
International Enterprise Singapore (Singapore Trade Statistics, Export,
Volume 15/ No.12-I, Dec 2011)
11
v)
Fisheries

Singapore has two fishery ports: the Jurong Fishery Port (JFP) and the
Senoko Fishery Port (SFP).

Opened in 1969, the JFP functions both as a dock for foreign fishing
vessels and Singapore’s largest wholesale centre for fresh fish. Every
evening, the port receives an average of 200 to 250 tonnes of seafood
from fishing boats that come from Malaysia, Indonesia and further afield
such as China, Taiwan and Australia among others.

The JFP handled about 57,185 tonnes of fish in 2011, the bulk of which
comprised fresh fish landed by foreign vessels as well as those imported
by air and road. An average of 2000 to 3000 purchasers, made up of
local distributors, hawkers and market traders are in action between the
auction hours of 2 to 6am every morning, except Mondays when the
centre is closed. More information about the JFP can be found at:
http://www.ava.gov.sg/AgricultureFisheriesSector/FisheryPorts/JurongFish
eryPort/

The SFP began its operations in September 1997. A homebase for local
fishing vessels, the port handled locally-produced and imported fish
totalling about 9,294 tonnes in 2011. More information about the SFP can
be found at:
http://www.ava.gov.sg/AgricultureFisheriesSector/FisheryPorts/SenokoFis
heryPort/
Rank
Port
Volume of Fish
Handled in 2006
(tonnes)
Volume of Fish
Handled in 2011
(tonnes)
1
Jurong Fishery Port
68,000
57,185
2
Senoko Fishery Port
12,000
9,294
Figure 5
12

As Figure 5 shows, the Jurong Fishery Port handled slightly over 6 times
the volume of fish as compared to the Senoko Fishery Port in 2011. The
former handled about 5.6 times the volume of fish as compared to the
latter in 2006. In both years, the Jurong Fishery Port proved superior in
terms of fish handling capacity.

It is evident however, that the volume of fish handled by both ports have
decreased in 2011 as compared to 2006.

There are 113 seafood processing establishments licensed to manufacture
fishery products in Singapore.
Sources:
Singapore Department of Statistics
http://www.singstat.gov.sg/pubn/reference/yos12/yos2012b.pdf
Appetite Publication Jan 2013
13
vi)

Aquaculture in Singapore
Foodfish farming

Despite its limited available sea space, Singapore does have foodfish
aquaculture which accounts for about 5% of the country’s fish
consumption.

This is mainly from coastal fish farms, which produce marine foodfish
species like groupers, seabass, snappers and milkfish as well as green
mussels and crustacean. There are also freshwater foodfish farms
producing snakeheads, tilapia, catfishes and carps and other cyprinids,
as well as laboratories that breed fast-growing fish.
 While imported fish take three to five days to reach a customer from
the time they are caught, it takes about 12 hours to move them from a
local farm to the supermarket shelf. More importantly, foodfish farming
enables Singapore to be less dependent on foreign supply which can
easily be affected in the event of an outbreak.
 As of 2010, there were 106 fish farms, with plans by the AVA to boost
local fish supplies from 4% to 15% by 2015.

Swee Chioh Aquaculture Holding Pte Ltd is a well established foodfish
farming company, having successfully bred 16 different species of
foodfish in captivity. Swee Chioh works closely with the Marine
Aquaculture Centre (MAC) of the Agri-Food & Veterinary Authority in
its R & D efforts on fish spawning and culture techniques of different
foodfish species.
Source: Agri-Food and Veterinary Authority of Singapore

Ornamental fish farming

Singapore is the top exporter of ornamental fish in the world, and is
known not only as the "Ornamental Fish Capital of the World" but also
as a "One-Stop Shop" for global ornamental fish business.

Exporters deal with 500 species of ornamental fish, buying from the
local farms, which account for about 40% of the sales, as well as from
farms in the region for re-exporting.
 Qian Hu Corporation Limited is a leading "one-stop" ornamental fish
service provider. Their services include breeding of Dragon fish,
farming, importing, exporting and distribution of ornamental fish, as
well as manufacturing and distribution of aquarium accessories.
Source: Agri-Food and Veterinary Authority of Singapore
14
vii)
Post Harvest Technology for Fish

Strategically positioned in the midst of the major fishing countries in
Southeast Asia, Singapore has long recognized the opportunity to develop
and expand its seafood processing industry.

Since the late 1970s, AVA has been instrumental in turning the fish
processing industry from a predominantly labour intensive, backyard
industry into a highly automated and high capacity fish product
manufacturing business, catering for both domestic demand and export to
huge seafood markets like the US, EU and Australia.

Notable among the contributions of AVA to the industry was the
introduction of the ‘Hazard Analysis and Critical Control Points’ (HACCP)
concept to the seafood processing industry, and assisting individual
manufacturers to develop their own HACCP programmes. AVA also played
a key role in setting up the Seafood Industries Association, Singapore
(SIAS), which brings together the seafood processing, manufacturing and
trading companies in Singapore.

Other areas under AVA’s purview include managing the Marine Fisheries
Research Department (MFRD), carrying out R&D in fisheries post-harvest
technology, organizing of study trips and workshops to upgrade skills and
build contacts, and providing consultancy on HACCP, fish processing and
product development.
Source: Agri-Food and Veterinary Authority of Singapore
15
C. Consumer Trends

Singapore has one of the highest rates of fish consumption per capita in Asia,
second only to Japan, with fish and meat accounting for around 40 per cent
of a typical Singaporean food bill. In general, Singapore's seafood
consumption is approximately 100,000 tonnes per year.

It is notable that the consumption of frozen fish has risen significantly in
Singapore, increasing from 17,150 tonnes in 2002 to 34,297 tonnes in 2010,
corresponding to the data earlier mentioned that frozen fish were the largest
import category in 2011, compared to fresh/chilled, live, and dried, salted, in
brine, or smoked seafood. Demand for fresh/chilled fish has on the other
hand, fallen in the same period between 2002 and 2010.

Reasons behind this trend include 1) advances in freezing technology
whereby the freshness and quality of frozen fish are almost similar to that of
fresh and chilled seafood, 2) the increasingly fast-paced Singaporean
lifestyles that make frozen fish a more convenient option, and 3) the lower
costs of frozen products.

Seafood is widely available in the Singapore food scene, whether local
hawker stalls, food courts, and restaurants, or the many international dining
places that set up here. Fish, prawns and crabs are among the favourite
types of seafood that Singaporeans love to indulge at home or outside on a
fairly regular basis. Salmon, lobsters, and abalone are also well liked, though
generally served at high-end restaurants.

Some very well-received seafood imports in the Singapore market include
fresh/chilled Malaysian shrimps and prawns, frozen Indonesian shrimps and
prawns, live Indonesian crabs, fresh/chilled Sri Lankan crabs, Norwegian
salmon, Indonesian mackerel, frozen Chinese cuttle fish and squid, Australian
frozen scallops, frozen Indonesian swordfish.

Singaporeans generally buy fresh/chilled or frozen fish from wet markets or
supermarkets as far as the retail channel is concerned. The former is usually
the preferred choice for older Singaporeans, while the latter is more popular
among the young and middle aged Singaporeans, who see supermarkets as
offering a quicker and cleaner shopping experience.

As a food and shopping paradise both in terms of local and international
brands, Singapore is home to consumers who are generally well exposed and
informed. They are mostly price and/or quality conscious.
16

The foodservice channels have demand for live, fresh/chilled, and/or frozen
seafood. Demand varies with the target market and the type of outlet. Highend Asian outlets prefer live, if not fresh/chilled fish and shellfish. Western
fine dining establishments aim to offer fresh/chilled seafood as much as
possible, while mid priced outlets are more likely to use frozen products.

Dried, salted and smoked fish and seafood are available at a range of
channels, from high end outlets with demand for smoked wild salmon to low
end food stalls with demand for dried anchovies (known as Ikan Bilis locally).
17
D. UK Share and Export Opportunities
This segment will contain the following parts:
i.
Imports of Fish and Seafood to Singapore in 2011
ii.
Imports of UK Fish and Seafood to Singapore in 2011
iii.
Imports of UK Fish and Seafood to Singapore in 2011 (Fresh/Chilled
Only)
iv.
Imports of UK Fish and Seafood to Singapore in 2011 (Frozen Only)
v.
Imports of UK Fish and Seafood to Singapore in 2011 (Live Only)
vi.
Imports of UK Fish and Seafood to Singapore in 2011 (Smoked Only)
vii.
Potential for UK Export Opportunities by Species
18
i)
Imports of Fish and Seafood to Singapore in 2011
Country
Volume (in tonnes)
Rank
Value (in £’000s
CIF)
Rank
Indonesia
83,391.63
1
72,284.55
1
Malaysia
Vietnam
Thailand
Taiwan
China
Norway
India
Myanmar
(Burma)
Japan
USA
Australia
Chile
Philippines
New Zealand
South Korea
United Kingdom
38,191.58
18,216.49
12,993.76
8,486.79
7,592.90
6,587.38
6,231.37
3,599.85
2
3
4
5
6
7
8
9
65,748.03
43,221.48
20,043.54
23,944.76
24,253.92
32,885.71
17,888.52
7,200.87
2
3
8
7
6
4
9
14
1,800.30
1,516.47
1,468.34
1,162.54
1,124.02
1,056.36
1,037.17
343.41
10
11
12
13
14
15
16
17
26,356.06
13,282.53
17,464.94
6,536.77
8,373.98
4,703.63
8,020.57
2,502.29
5
11
10
15
12
16
13
17
Figure 6

As Figure 6 shows, the top 3 countries that Singapore imported seafood from
in terms of volume and value in 2011 were Indonesia, Malaysia and Vietnam.

The 4th and 5th countries that Singapore imported seafood from in terms of
volume in 2011 were Thailand and Taiwan respectively, thriving emerging
economies that are situated relatively near to Singapore.

In terms of value however, the 4th and 5th countries that Singapore imported
seafood from in 2011 were Norway and Japan, both of which are developed
economies and situated further away from Singapore than Thailand and
Taiwan.
Source:
International Enterprise Singapore (Singapore Trade Statistics, Import, Volume
15/ No.12-I, Dec 2011)
19
ii)
Imports of UK Fish and Seafood to Singapore in 2011
HS Code
Item
03021200
Salmon of the
0.60
Pacific Atlantic &
Danube Species
Fresh or Chilled Excl
Livers & Roes
Other Salmon Fresh
12.33
or Chilled Excl Livers
& Roes
Plaice Fresh or
0.02
Chilled Excl Livers &
Roes
Sole Fresh or Chilled 0.03
Excl Livers & Roes
Mackerel Fresh or
0.05
Chilled Excl Livers &
Roes
Other Marine Fish
0.06
Fresh or Chilled Excl
Livers & Roes
Other Pacific Salmon 11.90
Frozen Excl Livers &
Roes
Toothfish Frozen
53.67
Excl Livers & Roes
Mackerel Frozen
75.10
Excl Livers & Roes
Dogfish & Other
6.02
Sharks Frozen Excl
Livers & Roes
Other Fillet Fresh or
0.03
Chilled
Other Frozen Fillets
14.35
& Fish Meat
Other Fish Meat
0.89
Frozen
Salmon of the
17.93
Pacific Atlantic &
Danube Species
Smoked
Other Smoked Fish
0.48
Incl Fillets
Lobsters Excl Rock
0.01
Lobsters Frozen
Shrimps & Prawns
0.01
Frozen
Other Crustaceans
0.54
Incl Flours Meals &
Pellets Frozen Fit for
Human
Consumption
Other Lobsters Live
3.91
20
03021900
03022200
03022300
03026400
03026910
03031900
03036200
03037400
03037500
03041900
03042900
03049900
03054100
03054900
03061200
03061300
03061900
03062220
Volume (in tonnes)
Value (in £’000s
CIF)
7.63
99.67
0.51
1.02
0.51
1.53
135.26
864.45
155.60
39.15
0.51
148.48
7.63
220.18
3.56
0.51
0.00
9.15
65.60
03062320
03062410
03071010
03071020
03072110
03072120
03072910
03079110
03079910
Excl Breeding
Other Shrimps &
Prawns Live Excl
Breeding
Crabs Live
Oysters Live
Oysters Fresh
Chilled or Frozen
Scallops Incl Queen
Scallops Live
Scallops Incl Queen
Scallops Fresh or
Chilled
Scallops Incl Queen
Scallops Frozen
Other Molluscs Incl
Aquatic
Invertebrates Live
Fit for Human
Consumption
Other Molluscs Incl
Aquatic
Invertebrates Fit for
Human
Consumption Frozen
TOTAL
0.06
1.53
3.25
1.65
0.00
19.32
14.24
0.00
2.24
17.80
0.29
3.56
10.01
139.84
127.97
1,026.67
0.01
0.00
343.41
2,502.29
Figure 7

As Figure 7 shows, the top three seafood products from the UK in terms of
volume in 2011 were 1) Other Molluscs including aquatic invertebrates live
fit for human consumption, 2) Mackerel frozen excluding livers and roes,
and 3) Toothfish frozen excl livers & roes.

In terms of value, the top three seafood products from the UK in 2011
were 1) Other Molluscs including aquatic invertebrates live fit for human
consumption, 2) Toothfish frozen excl livers & roes, and 3) Salmon of the
Pacific Atlantic & Danube species smoked.
Source:
International Enterprise Singapore (Singapore Trade Statistics, Import,
Volume 15/ No.12-I, Dec 2011)
21
iii)
Imports of UK Fish and Seafood to Singapore in 2011
(Fresh/Chilled Only)
HS Code
Item
Volume
(in
tonnes)
Rank
Value
(£’000s)
Rank
03021900
Other Salmon Fresh
or Chilled Excl Livers
& Roes
Salmon of the Pacific
Atlantic & Danube
Species Fresh or
Chilled Excl Livers &
Roes
Scallops Incl Queen
Scallops Fresh or
Chilled
Other Marine Fish
Fresh or Chilled Excl
Livers & Roes
Mackerel Fresh or
Chilled Excl Livers &
Roes
Sole Fresh or Chilled
Excl Livers & Roes
Other Fillet Fresh or
Chilled
Plaice Fresh or Chilled
Excl Livers & Roes
Oysters Fresh Chilled
or Frozen
12.33
1
99.67
1
0.60
2
7.63
2
0.29
3
3.56
3
0.06
4
1.53
4
0.05
5
0.51
6
0.03
5
1.02
5
0.03
5
0.51
6
0.02
6
0.51
6
0.00
7
0.00
7
03021200
03072120
03026910
03026400
03022300
03041900
03022200
03071020
Figure 8

As Figure 8 shows, salmon were ranked the first in terms of fresh/chilled
seafood products from the UK in 2011, as compared to other categories
such as scallops, mackerel, plaice and oysters.
Source:
International Enterprise Singapore (Singapore Trade Statistics, Import, Volume
15/ No.12-I, Dec 2011)
22
iv)
Imports of UK Fish and Seafood to Singapore in 2011
(Frozen Only)
HS Code Item
Volume
(in
tonnes)
Rank
Value
(£’000s)
Rank
03037400
75.10
1
155.60
2
53.67
2
864.45
1
14.35
3
148.48
3
11.90
4
135.26
5
10.01
5
139.84
4
6.02
6
39.15
6
0.89
7
7.63
8
0.54
8
9.15
7
0.01
9
0.51
9
0.01
10
0.00
10
0.01
10
0.00
10
03036200
03042900
03031900
03072910
03037500
03049900
03061900
03061200
03061300
03079910
Mackerel Frozen Excl
Livers & Roes
Toothfish Frozen Excl
Livers & Roes
Other Frozen Fillets &
Fish Meat
Other Pacific Salmon
Frozen Excl Livers &
Roes
Scallops Incl Queen
Scallops Frozen
Dogfish & Other
Sharks Frozen Excl
Livers & Roes
Other Fish Meat
Frozen
Other Crustaceans
Incl Flours Meals &
Pellets Frozen Fit for
Human Consumption
Lobsters Excl Rock
Lobsters Frozen
Shrimps & Prawns
Frozen
Other Molluscs Incl
Aquatic Invertebrates
Fit for Human
Consumption Frozen
Figure 9

As Figure 9 shows, mackerels were ranked the first volume wise in terms
of frozen seafood products from the UK in 2011. Toothfish on the other
hand, were ranked the first in terms of value. This was compared to other
categories such as salmon, scallops, dogfish, lobsters, shrimps and
prawns.
Source:
International Enterprise Singapore (Singapore Trade Statistics, Import, Volume
15/ No.12-I, Dec 2011)
23
v)
Imports of UK Fish and Seafood to Singapore in 2011
(Live Only)
HS Code Item
Volume
(in
tonnes)
Rank
Value
(£’000s)
Rank
03079110
127.97
1
1,026.67
1
3.91
2
65.60
2
3.25
2.24
3
4
19.32
17.80
3
4
1.65
0.06
5
6
14.24
1.53
5
6
03062220
03062410
03072110
03071010
03062320
Other Molluscs Incl
Aquatic Invertebrates
Live Fit for Human
Consumption
Other Lobsters Live
Excl Breeding
Crabs Live
Scallops Incl Queen
Scallops Live
Oysters Live
Other Shrimps &
Prawns Live Excl
Breeding
Figure 10

As figure 10 shows, molluscs were ranked the first in terms of live seafood
products from the UK in 2011, as compared to other categories such as
lobsters, crabs, scallops, oysters, shrimps and prawns.
Source:
International Enterprise Singapore (Singapore Trade Statistics, Import, Volume
15/ No.12-I, Dec 2011)
24
vi)
Imports of UK Fish and Seafood to Singapore in 2011
(Smoked Only)
HS Code Item
Volume
(in
tonnes)
Rank
Value
(£’000s)
03054100
17.93
1
220.18
1
0.48
2
3.56
2
03054900
Salmon of the Pacific
Atlantic & Danube
Species Smoked
Other Smoked Fish
Incl Fillets
Rank
Figure 11

As figure 11 shows, salmon were ranked first in terms of smoked seafood
products from the UK in 2011, as compared to other smoked fish including
fillets.
Source:
International Enterprise Singapore (Singapore Trade Statistics, Import, Volume
15/ No.12-I, Dec 2011)
vii)
Potential for UK Export Opportunities by Species

Based on the above data of this segment, we gather that the potential for
UK Export Opportunities is high for the following products:
-
Molluscs (live)
Mackerel (frozen)
Toothfish (frozen)
Salmon (smoked and fresh/chilled)
25
Doing Business Profile
E. The Supply Structure
26

Singapore has about 130 licensed fish merchants based at its two fishery
ports. At the Jurong Fishery Port (JFP), there are approximately 103 fish
merchants licensed by the AVA conducting wholesale fish business. On
average 2,000 to 3,000 fish retailers, fish processors and institutional buyers
come to JFP's wholesale fish market daily to buy fish. Fish are displayed for
sale in the market lots and their freshness is maintained by the crushed ice in
the fish box. Fish are sold by wholesale in bulk at a negotiated price. An
average of 200-250 tonnes of fresh fish is handled each day. Peak hours of
sale are from 0200 hrs to 0600 hrs, except on Monday mornings when the
market is closed.

At the Senoko Fishery Port (SFP), there are 25 AVA-licensed fish merchants.
About half of the fish handled at SFP are supply landed by local fish trawlers,
in-shore vessels, kelongs and fish farms, while the rest of the fish are
imported. Some 700 to 1000 fish retailers, fish processors and institutional
buyers come daily to purchase fish. Business transactions take place daily
from 0200 hrs to 0600 hrs, except on Monday mornings when the market is
closed.

In addition, there are 5 processing establishments, 1 coldstore and 1factory
vessel that are approved to export seafood products to the EU countries.

There are also 119 floating fish farms covering 93 hectares of coastal waters,
culturing high-valued fish like groupers and sea bass for the live fish market
and supermarkets.
Sources:
Agri-Food and Veterinary Authority of Singapore
Appetite Publication Jan 2013
27
F. The Retail Channel

The retail channel in Singapore’s context comprises of supermarkets, wet
markets, specialty stores, mini marts and petrol kiosks.

Households with higher incomes tend to purchase their groceries from
premium supermarkets (Fairprice Finest, Dairy Farm’s Cold Storage or Market
Place) and specialty stores, while lower income households generally buy
from wet markets, the more affordable supermarkets (Fairprice Supermarket,
Dairy Farm’s Shop ‘N’ Save or Giant, Sheng Siong), or mini marts.

As Singapore is a very small country and supermarkets are well spread out
and easily accessed, Singaporean consumers are more likely to purchase
their groceries in person rather than online, especially fresh produce. NTUC
Fairprice and Cold Storage do however, offer online shopping.

Older consumers still prefer to purchase seafood (mainly fish and prawns for
home cooking) products from wet markets as they perceive them to be
fresher; however, an increasing number of consumers are going to
supermarkets for greater convenience.

With almost 50% market share, the largest supermarket chain in Singapore
is NTUC FairPrice, followed by Cold Storage (part of the Dairy Farm Group),
Sheng Siong Supermarket and lastly, Prime Supermarket. Carrefour closed
its operations and its two outlets in Singapore in 2012.

NTUC Fairprice
 NTUC Fairprice Co-operative Ltd was founded by the labour movement in
1973 with a social mission to moderate the cost of living in Singapore.
They are the largest supermarket chain in Singapore, with a total Group
Revenue of £1.32 billion in FY 2011/2012.
 As of July 2012, NTUC FairPrice had a network of 254 outlets. This
network comprised 94 FairPrice supermarkets, 9 FairPrice Finest
(speciality stores), 5 FairPrice Xtra (hypermarkets), 24 FairPrice Xpress
and 123 Cheers convenience stores. Fairprice Xpress and Cheers stores
operate in all Esso and Mobil petrol stations in Singapore.
 NTUC Fairprice are looking to open their sixth hypermarket in the western
part of Singapore and also their first hypermarket in Vietnam in 2013.
28

Cold Storage
 Cold Storage are managed by Dairy Farm, leading pan-Asian retailer that
operate supermarkets, hypermarkets, health and beauty stores,
convenience stores, home furnishings stores and restaurants under wellknown brands.
 Established in 1903, Cold Storage are the second largest supermarket
chain in Singapore. They are also the country’s oldest established
supermarket operator with over 100 years of experience, setting
numerous industry standards.
 In October 2011, Cold Storage joined the World Wide Fund (WWF)
Singapore Sustainable Seafood Group, which provides businesses with the
guidance they need to source and promote sustainable seafood, without
endangering the marine environment. As the first supermarket in
Singapore to implement a “no shark fins policy,” they are also the nation’s
first retail food chain to source and offer WWF-recommended sustainable
seafood and offer Marine Stewardship Council (MSC)-certified seafood
such as the hake fillet from South Africa.
 As of 2012, Dairy Farm’s presence included the following banners:
-

48 Cold Storage supermarkets
7 Market Place specialty supermarkets
60 Shop N Save supermarkets
7 Giant hypermarkets
147 Guardian Pharmacy stores
561 ‘7 Eleven’ convenience stores (Of these 561, 57 are located at
Shell petrol stations)
Sheng Siong Supermarket
 Established in 1985, Sheng Siong Supermarket, though capturing the
smallest market share vis-à-vis NTUC Fairprice and Cold Storage, is a fast
growing retailer with over £294.12m in revenue for FY 2011.
 As of today, Sheng Siong own 33 stores in Singapore, primarily located in
the heartlands of Singapore. They further plan to open at least 50 stores
in Malaysia.

Prime Supermarket
 There are currently 17 Prime Supermarket outlets in Singapore. Like
Sheng Siong, these stores are primarily located in the heartlands of
Singapore.
29
Revenue
growth of
the top
three
retailers
(£m)
NTUC
Fairprice
Dairy Farm
Sheng Siong
2006
2007
2008
2009
2010
673.10
727.16
801.55
888.91
945.35
749.07
195.42
772.61
279.32
801.55
310.29
865.52
317.97
920.49
319.54
Figure 12
Source: Sheng Siong’s IPO Prospectus

As Figure 12 shows, NTUC Fairprice reflected a revenue growth of 40.45%
from 2006 to 2010. Cold Storage’s revenue growth in the same time frame
was 22.89%, while that of Sheng Siong was 63.52%, the highest among all 3
retailers. While Sheng Siong has the smallest market share compared to the
other two players, it showed the highest revenue growth, boding well for its
continued presence in the local supermarket scene.
Sources:
Cold Storage Supermarket
http://www.coldstorage.com.sg
Fairprice Supermarket
http://www.fairprice.com.sg
Prime Supermarket
http://www.primesupermarket.com
Sheng Siong Supermarket
http://www.shengsiong.com.sg
30
G. The Foodservice Channel

Food & Beverage services comprise establishments engaged in the sale of
prepared food and drinks for immediate consumption. The various types of
food and beverage services in Singapore are:
 Restaurants
 Fast food restaurants
 Food caterers
 Others
- Cafes, coffee houses and snack bars
- Food courts, coffee shops and eating houses (with mainly food &
beverage income)
- Pubs (including bars)
- Other restaurants, cafes and bars
- Canteens
Hawkers and stall-holders which are not registered with the Accounting &
Corporate Regulatory Authority (ACRA) are excluded. Also excluded from
the group are eating and drinking places which operate in connection with
the provision of lodging.

As Singapore is largely known as a food paradise, dining out is very popular
among the locals, whether in hawker centres, coffee shops, food courts, fast
food chains, casual or premium restaurants.

As figure 13 below shows, the foodservice industry is large, with
approximately 6,500 establishments and an employment base of around
101,600 workers in 2011. This represented an average of about 16 workers
per establishment.

Restaurants numbered 2,137 outlets in 2011 as compared to 2,272 in 2010,
reflecting a 1.98% year-on-year increase. The higher end restaurants
generally have demand for imported temperate/subtropical fish and shellfish.

Most restaurants procure their supplies from wholesalers that deliver their
live or fresh/chilled seafood on a daily basis. There are traditional Chinese
restaurants such as Jumbo Seafood, Long Beach Seafood, and Tung Lok
Seafood, local western diners like Fish and Co, as well as franchised chains
such as Manhattan Fish Market from the USA and Smiths Fish and Chips from
the UK.
31
•

Singapore also has a sizeable catering industry comprising 328
establishments in 2011, as shown in figure 12. This is compared to the 299
establishments in 2010, reflecting about 9.70% year-on-year increase. The
catering industry also revealed an operating surplus of £77.29m in 2011.
Some well-established companies include Four Seasons Catering, Stamford
Catering and Neo Garden Catering.
Key Indicators of Food & Beverage Services, 2009-2011
F&B Services
Total F&B
Services
Restaurants
Fast Food
Outlets
Food Caterers
Others
F&B Services
Total F&B
Services
Restaurants
Fast Food
Outlets
Food Caterers
Others
Establishments (Number)
2009
2010
2011
Employment
(Number)
2009
2010
2011
Operating Receipts
(£ Million)
2009
2010
2011
5,969
6,174
6,453
89,572
92,425
101,581
2,868.45
3,224.40
3,614.93
2,091
335
2,272
374
2,317
400
36,910
12,930
37,603
13,139
43,483
13,684
1,058.70
367.65
1,211.76
411.89
1,350.07
455.11
402.22
1,407.02
289
299
328
3,254
3,229
3,408
Operating Expenditure
(£ Million)
2009
2010
2011
5,186
5,728
34,456
35,955
Operating Surplus
(£ Million)
2009
2010
6,193
38,221
2011
319.85
359.00
1,122.26
1,242.27
Value Added
(£ Million)
2009
2010
2,731.66
3,063.71
3,447.63
226.79
254.25
269.51
1,009.37
1,132.43
1,265.15
1,031.75
351.88
1,182.26
397.14
1,321.59
441.38
62.55
28.48
69.66
27.46
67.12
29.49
399.68
113.40
450.02
125.09
512.57
138.82
272.56
1,075.48
297.98
1,186.33
333.07
1,352.10
54.92
80.85
69.16
87.46
77.29
96.11
139.84
356.97
152.55
404.77
167.30
445.95
2011
Figure 13

Total operating receipts generated by the F&B services industry was
£3,614.93 million in 2011, a rise of 12.1 %over the previous year. On a per
establishment basis, operating receipts also increased 7.3% to £0.56 million in
2011.

Total operating expenditure incurred amounted to £3,447.63 million in 2011,
12.5% higher than the total of £3,063.71 million in 2010. Operating expenditure
per establishment also rose 7.7% to £0.56 million in 2011.

Total operating surplus of the F&B services industry stood at £269.51 million
in 2011, a growth of 6.0% compared to 2010. On a per establishment basis,
operating surplus went up 1.5% to £41,798.70 in 2011.

Total value added recorded by the industry increased 11.7% to £1265.15
million in 2011. Value added per establishment rose 6.9% to £196,026.75 in
2011.
32
Definition of Terms
‘Establishment’ refers to a business or organisation unit engaged in one activity and
operating in a single location.
‘Employment’ refers to paid employees, working directors, working proprietors/partners
and unpaid family workers. It includes those temporarily away on medical or casual
leave.
‘Operating Receipts’ includes those arising from services rendered, commission charges,
sale of goods and rental of premises, machinery and equipment.
‘Operating Expenditure’ refers to all current expenses connected to the business
operations such as purchases of goods and services, remuneration, utilities and
professional services. It includes depreciation and adjustment for changes in inventory.
‘Operating Surplus’ refers to the amount of operating receipts less operating expenditure
plus depreciation of fixed assets.
‘Value Added’ (At Basic Price) comprises operating surplus, remuneration and taxes (less
subsidies) on production.
Source: Singapore Department of Statistics
33
H. Key Regulations and Tariffs
The Agri-Food and Veterinary Authority of Singapore (AVA) is the government
organization that oversees and regulates the import, export and transhipment of
all food products. The AVA classifies food products into seven groups: meat, fish,
fresh fruit, fresh vegetables, fresh eggs, processed eggs, and processed food.
The imported food products are regulated and administered under relevant food
safety acts and regulations.

AVA Definition of ‘Fish’
Fish products include any of the varieties of marine, brackish water or fresh
water fishes, crustacea, aquatic mollusca, marine sponges, trepang and any
other form of aquatic life and their young and eggs. Fish products here do not
include the ornamental varieties. Fish products may be in chilled, frozen,
processed or canned forms.

Relevant Legislations
There are 3 legislations that relate to fish. They are:
 The Wholesome Meat and Fish Act
 The Sale of Food Act
 The Fisheries Act
i.
The Wholesome Meat and Fish Act
The Wholesome Meat and Fish Act is an Act to regulate the slaughtering of
animals and the processing, packing, inspection, import, distribution, sale,
transhipment and export of meat products and fish products and for
matters connected therewith.
Subsidiary Legislation include:
Wholesome Meat and Fish (Fees) Rules 2006
Wholesome Meat and Fish (Import, Export and Transhipment) Rules
Wholesome Meat and Fish (Processing Establishments And Cold Stores)
Rules
Wholesome Meat and Fish (Slaughter-Houses) Rules
Wholesome Meat and Fish (Transportation Of Meat Products) Rules
Wholesome Meat and Fish (Wholesale Market) Rules
34
ii.
The Sale of Food Act
The Sale of Food Act is an Act for securing wholesomeness and purity of
food and fixing standards for the same; for preventing the sale or other
disposition, or the use of articles dangerous or injurious to health; to
provide for the regulation of food establishments.
Subsidiary Legislation
Food Regulations
Sale of Food (Prohibition of Chewing Gum) Regulations
Sale of Food (Composition of Offences) Regulations
Sale of Food (Fees) Regulations
Sale of Food (Food Establishments) Regulations
iii.
The Fisheries Act
The Fisheries Act is an Act for the protection and conservation of fisheries,
and to make provision for the control of fishing, the control of the
marketing and distribution of fish and the use and control of fishing ports
and harbours, for measures pertaining to the general welfare and
improvement of the fishing industry in Singapore and for purposes
incidental thereto.
Subsidiary Legislation
Fisheries (Fishing Vessels) Rules
Fisheries (Piranha) Rules
Fisheries (Fishing Harbour) Rules
Fisheries (Fishing Gear) Rules
Fisheries (Fish Culture Farms) Rules
Fisheries (Composition of Offences) Rules
Exemption from Rule 14(1)(f) of Fisheries (Fishing Harbour) Rules
35

Regulatory Information
 Importers and exporters of fish & fish products are required to apply for
an AVA licence for Import/Export and Transhipment of Meat Products and
Fish Products. The licence fee is about £42.70 per annum.

i.
In addition, an import permit issued by AVA is required for every
consignment of fish products. The cargo clearance permit approved by
AVA (Seafood) in the TradeNet® system serves an AVA import/export
permit.
When declaring a cargo clearance permit in the TradeNet® system, the
product description must be clearly indicated and the product code,
product quantity and product unit of measurement must be keyed into
the following relevant fields:
a. CA/SC Product Code field - e.g. FFL0GP2R for live
red Grouper
b. CA/SC Product Quantity field - e.g. 1.00
c. CA/SC Product Unit of Quantity field - e.g. TNE
d. CA/SC Code 1 e.g. ID99999 (establishment/prefectural code)
 Fish & fish products may be imported from any country, subject to the
following restrictions:
a. The import of chilled shucked raw oyster, chilled
blood cockle meat, chilled cooked prawn/shrimp
and chilled crabmeat is prohibited for food safety
reasons.
b. Live oysters may only be imported from countries,
which meet AVA's requirements for a shellfish
sanitation programme. The countries currently
approved for such exports are Australia, Canada,
France, Ireland, the Netherlands, New Zealand,
United Kingdom and USA.
 Each consignment of live/frozen oysters, frozen blood cockle meat, frozen
cooked prawns or frozen raw/cooked crab meat, must be accompanied by
a health certificate issued by the relevant authority of the exporting
country, certifying the requirements as required by AVA.
 Import of the following fish species, including their parts or derivatives
must be accompanied by a CITES permit from the importing and
exporting countries because these species are listed under CITES.
36
i) CITES Appendix II:
a. Sturgeon (Acipenseriformes species)
b. Whale Shark (Rhincodon typus)
c. Basking Shark (Cetorrhinus maximus)
d. Seahorses (Hippocampus species)
e. Great White Shark (Carcharodon carcharias)
f. Humphead Wrasse (Cheilinus undulates)
g. Mediterranean Date Mussel
(Lithophaga lithophaga)
ii) CITES Appendix III
h. Rock Sea Cucumber (sotichopus fuscus) from Ecuador.
 Upon import, AVA reserves the right to inspect any imported consignment
of fish and fish products. High-risk products such as frozen blood cockle
meat, frozen cooked prawns and frozen raw/cooked crabmeat and frozen
oysters will be subjected to mandatory inspection by AVA before sale.
These products will be placed on "hold and test" pending the outcome of
the laboratory analysis.
 Please visit AVA’s website for more details on the import/export
requirements of fish and fish products under import, export and
transhipment of food and the list of product codes under resources.
Refer to link for list of AVA (Seafood) product codes.
Source: Customs Singapore
37
I. Tips and Useful Links

Government Bodies:
Agri-food and Veterinary Authority of Singapore
http://www.ava.gov.sg
Accounting and Corporate Regulatory Authority Singapore
http://www.acra.gov.sg/
Customs Singapore
http://www.customs.gov.sg
International Enterprise Singapore
www.iesingapore.gov.sg/
Singapore Department of Statistics
www.singstat.gov.sg/

Fish-related Associations
Seafood Industry Association, Singapore
http://www.seafoodsingapore.org/
Singapore Fish Merchant’s General Association
http://www.fishmerchant.org.sg/
Marine Stewardship Council
www.msc.org
The Marine Stewardship Council (MSC) are an international non-profit standards
programme set up in 1999 to help transform the seafood market to a
sustainable basis. The MSC run the only certification and ecolabelling
programme for wild-capture fisheries consistent with the ISEAL Code of Good
Practice for Setting Social and Environmental Standards and the United Nations
Food and Agricultural Organisation Guidelines for the Eco-labelling of Fish and
Fishery Products from Marine Capture Fisheries. Worldwide, more than 15,000
seafood products, which can be traced back to the certified sustainable fisheries,
bear the blue MSC ecolabel. Headquartered in the UK, they have an office
in Singapore that oversees the Asia Pacific region.

Others
World Wide Fund (WWF) Singapore – The Singapore Seafood Guide
http://www.wwf.sg/take_action/sustainable_seafood/seafood_guide/
38
III.
UKTI HEADSTART
Should you now be at the stage here you wish to consider an initial, exploratory
presence in Southeast Asia, you may be interested in our Headstart initiative.
What is Headstart?
The scheme offers:





facilitated access to local business networks and social events;
introductions with established local UK companies;
the opportunity to meet with the Executive Director of the local Chamber;
ongoing access to Chamber staff;
access to office space in the local British Chamber of Commerce and
signposting to longer-term office space in the market.
What are the benefits of the scheme?
Practical on-the-ground assistance to new entrants, those unfamiliar with the
market can benefit from the expertise and contacts of companies or key
individuals who have experience of the local issues.
Which markets?
Currently:



Singapore
Thailand
Indonesia
Following this initial pilot scheme, Headstart could be rolled out to other markets
in the region.
Who is organising the scheme?
The scheme is offered by the local British Chambers of Commerce in association
with UKTI.
How much will it cost?
Prices will vary according to the offer by the local Chamber, but will range from
between £220 to £500 for up to a year of support.
How do I qualify?
The scheme is only open to UK SMEs – that is companies with a maximum of
250 staff and maximum annual turnover of up to £25million.
39
The facilities offered in-country by each Chamber are on the basis of receiving at
least 2 weeks’ advance notice and availability of Chamber resource. Separate
terms and charges may apply under certain circumstances.
For further information, kindly visit:
http://www.ukti.gov.uk/pt_pt/uktihome/item/374640.html?null
40
V.
CONTRIBUTORS
Listed below are the trade officers that contributed to this activity:
Valsa Panicker, Senior Trade & Investment Attaché
DID: +65 64244311
E-mail: [email protected]
Amanda Leong, Trade & Investment Officer
DID: +65 64244307
E-mail: [email protected]
Address:
UK Trade & Investment
British High Commission
100 Tanglin Road
Singapore 247919
Tel: +65 6424 4200
Fax: +65 6424 4356
Website: www.ukinsingapore.fco.gov.uk
41