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Consumer Lifestyles in Singapore

August 2022

Consumer Lifestyles offers valuable insights into key consumer attitudes and current thinking, and their impact on purchasing and consumption habits; quantifying behaviours, preferences and motivations and aligning them with broader trends in Singapore.

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This report comes in PPT.


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?
Consumer landscape in Singapore 2022
Life priorities
Fast pace of modern lives fuels search for more personal time
Generation Z most focused on their friends and time for favourite activities
Singapore citizens like to be unique and search for individualistic experiences
Image of success and uniqueness is more important to younger generations
Consumers in Singapore like to innovate
Millennials intensively research products before purchasing them
Home life
Study at home is less common among Singaporeans compared to global responses
Millennials and Generation X show higher rates of working from home
Reliance on public transport elevates the need for good transportation access
Eating habits
Generation Z Singaporeans are least likely to home cook a meal
Consumers in Singapore seek out low-priced yet healthy foods
Baby boomers are leading in eating a more flexitarian diet
Snacks are more common on weekends
Generation Z mealtimes vary more compared to other cohorts
Working life
Work-life balance is the main consideration for Singaporean workforce
All generations prefer a job that offers a strong work-life balance
High salaries come above job security for younger generations
Much higher expectations for flexible hours and work from home than global average
Millennials are more interested in the possibility to retire earlier
Leisure habits
Online socialisation remains important especially for Generation Z
Singaporeans frequently choose shopping as a leisure activity
Millennials and Generation X are the most eager to go shopping in spare time
Domestic and international trips are more popular among younger generations
Relaxation and nature are key travel priorities
Generation Z and baby boomers are most eager to spend their trips shopping
Health and wellness
High rates of taking vitamins and health supplements daily to boost health
Singaporeans walk and hike for exercise rather than engage in intensive physical activities
Running and jogging are popular exercise habits among Generation Z and millennials
Massage is a key stress reduction solution Singaporeans turn to
Millennials most active in using means like massage and meditation to reduce stress
Sustainable living
Over 60% of respondents are worried about climate change and try to have positive impact
Baby boomers are most active in trying to make an impact on the environment
Green behaviours in Singapore are higher than the global average
Using energy-efficient products is top of green activities across all generations
Singaporeans align themselves with brands that reflect their values
Generation Z is very active in sharing their opinion on social issues on media
Shopping habits
Singaporeans are more positive towards shopping malls than the average global consumer is
Millennials are most concerned about quality over quantity
Consumers rely on friends and family recommendations over social networks
Brand and company website information has more influence over baby boomers
The convenience and discounts of subscription services motivate Singaporeans
Generation Z look for convenience and discounts more than other cohorts
Singaporeans like to see and try before buying more than the global average
Baby boomers have more motivations to shop in-store
Consumers shop online to find best prices and enjoy free shipping
All generations are motivated by competitive prices and free delivery
Spending habits
Post-pandemic spending on health and wellness continues
Nearly half of consumers expect to increase saving over next 12 months
Privacy concerns foster low rates of sharing personal data online
More than half of millennial respondents prefer to communicate online
Ownership of smartphones and laptops higher than global average
High ownership rates of wireless earphones and headphones
Consumers are less likely to use online health-related or medical sites
Over half of Generation Z take part in online video gaming at least weekly

Buy Conumer Lifestyle overview reports to:

Gain a thorough knowledge of shifting consumer attitudes and habits and fill in information gaps to inform product/service development, market positioning and channel strategy.


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