SINGAPORE — The majority of consumers in Singapore have been altering their purchasing habits due to higher living costs, AI-driven recommendations, and influencers. According to The 2025 Consumer Survey released today by Superbrands Singapore, the largest international brand awards programme, 44% of consumers say they would consider switching brands due to higher living costs, while AI tools and influencers continue to play a role in shaping purchase decisions.
Superbrands Singapore.
The fieldwork, conducted in September 2025 with a sample size of 1,500 Singaporeans aged 16 to 64, sheds light on the evolving mindset of local consumers and the key factors shaping their brand choices today.
“We are at a pivotal moment where consumers feel positive about getting influenced by recommendations they trust — whether that’s from people, platforms, or AI,” said Mark Pointer, Chief Executive Officer of Superbrands Singapore. “Our research makes it clear that brand loyalty is no longer static. It’s being constantly reshaped by technology, value perception, and authenticity — where consumers are increasingly rewarding brands that are transparent, relatable, and responsive to their evolving needs.”
44% of Singaporeans are willing to switch brands due to rising costs
Nearly half of consumers in Singapore (44%) say they would consider switching to cheaper alternatives due to the higher cost of living. However, price alone doesn’t determine the switch, as 45% say they would only do so if the quality of the new brand matched what they currently use.
Only 9% of consumers say they would remain loyal to their trusted brands regardless of price, reflecting how value perception — not just affordability — continues to be a central driver of purchase behaviour.
31% have already bought products based on AI suggestions
AI is fast becoming an invisible advisor in the purchasing journey. Nearly a third (31%) of Singaporeans say they have already purchased products based on AI suggestions, including recommendations from tools like ChatGPT or DeepSeek.
An additional 37% believe AI will soon influence their buying decisions, signalling a growing acceptance of technology-driven recommendations.
Meanwhile, 25% say they would ignore AI suggestions for shopping decisions, and a small minority (6%) report not using AI tools at all — underscoring that while AI adoption is growing, human trust remains the deciding factor.
Influencers continue to shape purchases but credibility is key
Influencers continue to hold sway over Singaporeans’ purchasing decisions, though their impact depends heavily on expertise and authenticity. Around 42% of consumers say they are influenced by social media personalities either regularly (17%) or when the influencer is seen as a subject matter expert or relatable through personal experience (25%).
Another 30% of consumers admit that influencers sometimes affect their purchase decisions depending on the influencer and product category, while 29% say they are not influenced by them at all.
These findings highlight a clear shift in how Singaporeans perceive influence — with credibility, relevance, and real-world experience mattering far more than popularity or reach.
Singaporean consumers are juggling economic pressures, emerging technologies, and the constant noise of social media voices — yet strong, trusted brands remain their anchor. Despite the rapid shifts in discovery and decision-making, reliability, quality, and authenticity remain the cornerstones of consumer trust.
In a marketplace where consumers face constant trade-offs between price, quality, and influence, trusted brands provide reassurance and stability.
This will be celebrated at the annual Superbrands Awards Ceremony on 11 November 2025, which honours Singapore’s most respected brands across industries as voted by Singapore consumers. Known for its independent consumer survey methodology, Superbrands selects awardees based on brand reputation, market leadership, and consumer perception. The programme is by-invitation only, ensuring that only Singapore’s favourite brands are recognised.
