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

Consumer Lifestyles provides valuable insights into the key attitudes and current perspectives of consumers, and how these influence their purchasing and consumption behaviours. It quantifies consumer behaviours, preferences and motivations, aligning them with broader trends.

Home and garden maintained small positive value growth in Singapore in 2024, albeit at a lower rate of growth than seen in 2023. Positive drivers include evolving consumer preferences, lifestyle changes, and urbanisation. For example, the rise of hybrid work models has led to an increased demand for space-efficient, functional, and stylish furniture, with younger homeowners seeking customisable and trend-driven designs for their compact living spaces. Urban gardening and biophilic design have ga

Value sales of gardening achieved small positive growth in Singapore in 2024, at a notably lower rate than compared to the past three years. This decline in sales is attributed to consumers’ current price-sensitivity, however, gardening continues to be a strong trend, thus driving ongoing baseline demand.

Home furnishings managed to maintain small positive value sales in 2024, at lower rates of growth than seen in the recent review period, due to the same cross-category reasons of consumer price-sensitivity. Regarding positive drivers, the widespread adoption of hybrid work models has encouraged residents to invest in creating more comfortable and functional living spaces. Younger homeowners, especially those moving into new built-to-order Housing and Development Board (HBD) flats—which are a key

Home improvement achieved small positive value sales in Singapore in 2024, albeit at lower rates of growth than seen in the recent review period, in a cross-category trend. However, there remain numerous positive drivers which are helping to support ongoing baseline demand. The rise of DIY culture, particularly among younger homeowners and renters, is encouraging more people to take on small renovation or decorative projects themselves — inspired by tutorials and makeover content on social media

Homewares was the winning category in home and garden in Singapore in 2024, seeing the strongest overall value growth when compared to garden, home furnishings, and home improvement. That said, sales were still at a slightly lower rate of growth when compared to the recent review period. The resilience of homewares is attributed to the rise in home-cooking trends, which has fuelled demand for high-quality kitchen essentials and dining items, as people invest in cookware and dinnerware to enhance

Wipes maintained healthy value sales in Singapore in 2024, with personal wipes being the best performing category. Functionality remains a critical driver in the mature category of wipes, particularly as consumers demand more efficient, multipurpose products that integrate easily into their busy lifestyles. Wipes that offer both cleansing and sanitising capabilities are especially popular among parents, office workers, and commuters who value on-the-go solutions, for example. Products like Detto

Tissue and hygiene maintained positive value sales in Singapore in 2024, at slightly lower rates of growth than seen in 2023, albeit still at a healthy level. This slight decline in value can be attributed to lowering levels of inflation, which have stabilised again after two years of elevations. Overall, however, all categories in tissue and hygiene experienced positive sales in 2024.

Menstrual care maintained positive sales in Singapore in 2024, in both value and volume terms, albeit with volume only seeing sub-decimal growth. Towels saw the strongest growth, with tampons noted to be in a volume decline, demonstrating local consumers’ preference for towels over tampons. Overall, consumers are opting for comfort and a sense of security and reliability in menstrual care, with a growing emphasis on skin-friendly and functional products.

Nappies/diapers/pants enjoyed healthy sales in Singapore in 2024, in both value and volume terms, and with sales growth up from the previous year. Indeed, it is noted that 2024 was an auspicious year for babies in Singapore, thanks to being the Year of the Dragon in the Chinese zodiac. This is because the dragon symbolises power, strength, and good fortune, according to the Chinese culture. The majority of the population in Singapore carries Chinese heritage and, therefore, 2024 marked a special

Away-from-home tissue and hygiene maintained healthy growth in Singapore in 2024, with away-from-home hygiene achieving the strongest sales in both value and volume terms.

Retail tissue maintained positive growth in Singapore in 2024, in both value and volume terms, with toilet paper showing the strongest performance. Retail tissue benefits from baseline demand, alongside consumers seeking both convenience and functionality. Indeed, as consumers lead increasingly busy lives, convenience remains a significant driver. For example, small on-the-go tissue packs, such as Tissue Box’s Pocket Tissues and Kleenex Go Anywhere, have seen strong demand as they fit easily int

Retail adult incontinence maintained healthy value and volume sales in Singapore in 2024, thanks to a confluence of supporting factors. Singapore has a growing senior population, reimbursement options for adult incontinence are not available in the country, thus making retail the only option, and consumers are increasingly demanding of enhanced functionality and reliability, helping to support sales of higher-end products.

Deodorants in Singapore saw solid retail current value growth in 2024, with an increase above the average in overall beauty and personal care. Consumers’ health consciousness is reshaping deodorants in Singapore, with deodorant sprays seeing the strongest growth in 2024, due to their perceived skin-friendly benefits. Unlike roll-ons or stick deodorants, sprays do not come into direct contact with the skin, reducing concerns about pore blockage and irritation. This shift is reflected in the growi

Hair care in Singapore saw a strong increase in retail current value terms in 2024, notably above the average for overall beauty and personal care. Although most categories saw growth, as in 2023, 2-in-1 products saw a decline, as despite the convenience of such products, an increasing number of consumers prefer the efficacy and more targeted care of a separate shampoo and conditioner.

Sun care saw a solid increase in retail current value sales in Singapore in 2024. Although baby and child-specific sun care saw marginally higher growth from a low base, adult sun protection continued to account for the highest share of value sales. Sun protection has always been a non-negotiable element of daily life in Singapore, where the tropical climate combines relentless heat, humidity, and strong UV rays. By 2024, however, the category had gone beyond the simple premise of SPF to embrace

Skin care in Singapore maintained slow and stable retail current value growth in 2024. Facial care accounted for the highest share of sales by far, due to the widespread desire for clear, flawless skin amongst Singaporeans, transcending age and gender demographics. However, it was hand care which saw the more dynamic growth in 2024, from a low base.

Bath and shower in Singapore saw negligible retail current value growth in 2024. As Singaporeans faced challenges from rising living costs, consumers were increasingly conscious of each dollar spent. Coupled with concerns about product safety and sustainability, consumers were looking for affordable yet high-quality options. In bath and shower, this trend was most apparent in body wash/shower gel. Here, consumers pivoted towards non-heritage brands and private label. These align with consumers’

Pet products in Singapore is set to see low retail current value growth in 2025, although this represents a slowdown in growth compared with all other years of the review period. Pet products is facing challenges from growing consumer budget consciousness, as well as a slowing of the growth in the pet population. Consumer spending is set to see a slowdown in 2025, aligned with preliminary expectations of a slowing economy. Nonetheless, in 2024 employment rates held stable compared with the previ

Overall, pet care in Singapore is set to see solid retail current value growth in 2025, with sales expected to increase across all the main categories, although dog food and cat food will be the main growth drivers. However, a slowdown in the rate of overall increase is anticipated compared with the previous year. This is in part contributed by growing budget consciousness amongst local consumers amidst the uncertain global economic conditions, inflation, and rising cost of living. While the ann

Dog food in Singapore is expected to see solid retail current value growth in 2025, along with the continued slight rise in the dog population. However, a slowdown in the rate of increase is anticipated compared with the previous year. This is in part contributed by growing budget-consciousness amongst local consumers amidst the uncertain global economic conditions, inflation, and rising cost of living. Consumer spending is expected to slow down in 2025, aligned with preliminary expectations of

Colour cosmetics in Singapore saw a small increase in sales in retail current value terms in 2024, with increases for all the main categories. Facial make-up saw the highest sales, as consumers favour a flawless base, although it was lip products which saw the strongest increase. Colour cosmetics in Singapore has been witnessing an expansion in the variety of lip products, with products such as lip gloss, lip tint, lip plump, and lip oil making their mark in both the mass and premium segments. M

Fragrances saw solid retail current value growth in Singapore in 2024, with rising sales for both mass and premium fragrances, although mass fragrances saw a much stronger increase, from a far lower base. In Singapore, consumers are becoming increasingly focused on value and quality, especially in mass fragrances. While traditional branding remains important for some, a growing group of cost-conscious buyers is gravitating towards “dupes” (products that are inspired and designed to mimic favouri