Consumer Values and Behaviour in Singapore

June 2025

This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits.

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Overview:

Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries. 

The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.

The Consumer Lifestyle in Singapore report includes:

Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented

The Consumer Lifestyle in Singapore report answers:

  • How is the consumer mindset in Singapore changing? In Singapore, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in Singapore purchase decisions?
  • Where and how do consumers shop in Singapore?
  • What health-related activities do consumers in Singapore participate in?
  • What megatrends should I focus on in Singapore (and why)?
  • How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
  • My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
Scope
Consumer values and behaviour in Singapore
Consumers in Singapore are concerned about the rising costs of daily goods
Older generations like to ensure health and safety measures are in place before they go out
Singaporeans carry out in-depth studies on the products and services they consume
Millennials like to try new products and services
Consumers say it is likely that they will experience greater happiness in the future
Younger generations expect to work more than they do now
While at home, consumers in Singapore connect with friends or family virtually
Safe location - the most desired home feature
Singaporeans prefer to cook or bake dishes for themselves
Singaporeans say they do not have time to cook
Gen Z say that restaurants serve more delicious food than home-cooked meals
Consumers look for healthy ingredients in food and beverages
Gen Z expect to be their own bosses
Singaporeans primarily desire to make a substantial amount of money
Singaporeans say they uphold a division between their job and private life
Singaporeans enjoy socialising with friends online
Younger generations attend physical classes or sessions
Consumers primarily seek maximizing the benefits while minimizing the cost when travelling
Older generations are looking for safe destinations when travelling
Consumers participate in walking or hiking
Younger generations frequently run or jog for exercise
Consumers in Singapore are interested in massages
Singaporeans are feeling uneasy about the effects of climate change
Consumers actively working towards greener and more sustainable practices
Consumers motivated to use products that are designed to reduce energy consumption
Singaporeans buy from brands that support issues aligned with their values
Consumers love searching for discounts
Millennials like to visit shopping malls
Consumers try to lead a minimalist lifestyle and do not buy new items unless necessary
Millennials regularly seek private label and low-cost products
Consumers in Singapore subscribe to online platforms for streaming media
Singaporeans expect to increase spending on health and wellness
Younger generations foresee increasing spending on experiences the most
Consumers in Singapore are comfortable with their current financial situation
Younger generations resort to using credit cards or overdrafts to cover expenses
Saving money remains top priority amongst younger Singaporean consumers
Consumers proactively oversee the sharing of data and privacy preferences
Younger generations say it is important to foster an online identity
Consumers in Singapore utilise platforms for communicating digitally
Younger generations regularly employ smartphone apps to keep tabs on health
Younger generations frequently buy goods and services online
Consumers in Singapore show support for companies by following their social media updates
Millennials prefer talking to customer services via social media platforms
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