Report: 63% of Singaporean grocery shoppers welcome new brands despite unfamiliarity

Singapore’s grocery aisles are witnessing a shift, driven by shoppers hunting for value amid rising costs and evolving lifestyles. According to YouGov’s latest report "The rise of value shoppers: APAC grocery retail report 2025", a striking 63% of Singaporean grocery shoppers are open to trying new brands, even if they’re unfamiliar, highlighting a growing appetite for exploration alongside price sensitivity.

The report paints a vivid picture of Singapore’s grocery landscape: 79% of consumers visit physical supermarkets, with a solid 48% frequenting hypermarkets and 33% shopping online.

Physical supermarkets remain the go-to for both Gen Z (61%) and Gen X+ (60%), while Millennials lean more toward online platforms, signaling a clear generational divide in shopping habits.

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Price remains king in Singapore’s grocery choices. Nearly seven in 10 shoppers say value for money is their top priority, followed by convenience and product freshness. Yet sustainability initiatives barely register, with only 7% considering it important. 

Moreover, while fresh produce such as fruits (83%), meat, seafood, and eggs (81%) are overwhelmingly bought offline, categories such as baby (22%) and pet care (20%) see more online traction, reflecting comfort in purchasing packaged essentials digitally.

In addition, the report found that value-driven behaviours dominate where nearly 74% of Singaporeans are willing to switch supermarkets for better prices, and 70% hunt for the lowest cost before buying within a category.

Despite inflation pushing grocery spending up for nearly 40% of APAC shoppers, Singaporeans show cautious budgeting, with 31% citing personal economic concerns for cutting back, and over half actively track their spending habits.

Moreover, cost-cutting strategies are straightforward with shoppers buying fewer non-essential items (64%), chasing promotions (49%), opting for affordable brands (46%), reducing shopping frequency (42%), and maxing out loyalty points and digital coupons (34%).

According to the report, Singaporeans lead the region in price sensitivity, with 77% ready to explore new retailers for savings and 68% diligently comparing prices. Digital tools are playing a bigger role too, with 55% using supermarket apps and websites to snag deals, and social media and YouTube sparking instant product discoveries.

This appetite for savvy, value-driven shopping in Singapore also extends into the digital realm, where consumers increasingly expect tech-powered convenience.

AI has become a consumer expectation in eCommerce, with 81% of shoppers in Asia Pacific wanting retailers to offer AI-powered features such as visual try-ons, voice search, and smart shopping assistants. This is according to DHL eCommerce’s “eCommerce trends report 2025”, which surveyed 24,000 online shoppers across 24 markets.

The report highlights that AI, social commerce, delivery expectations, and sustainability are redefining what it takes to win and keep customers in the digital retail space. Nearly half (47%) of APAC consumers are already shopping via voice commands.

Consumers are demanding intuitive tools to browse, choose, and buy more confidently. Virtual try-ons, AI-powered assistants, and voice-enabled search have shifted from “nice-to-have” to “must-have”, reflecting an evolution in shopping habits. For retailers, investing in AI is no longer optional—it’s essential to stay competitive in a rapidly evolving market.

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