A new report by Superbrands Singapore shows that Singaporeans are rethinking how they spend, as cost-of-living pressures, artificial intelligence (AI), and influencer credibility reshape consumer behaviour.
Price and quality drive brand switching
According to The 2025 Consumer Survey by Superbrands Singapore, 44% of Singaporeans say they would consider switching to cheaper brands due to higher living costs. However, 45% note that they would only switch if the new brand offers comparable quality, showing that price alone does not determine brand loyalty.
Only 9% of respondents say they would stay loyal to their favourite brands regardless of price, suggesting that value perception—balancing cost and quality—plays a more important role in purchasing decisions than ever before.
Mark Pointer, Chief Executive Officer of Superbrands Singapore, said, “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. 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.”
The survey, conducted in September 2025 among 1,500 Singaporeans aged 16 to 64, highlights how consumer priorities are shifting amid inflation and technological change.
AI is becoming an invisible shopping advisor
Artificial intelligence is playing an increasing role in how Singaporeans choose products. Nearly one in three consumers (31%) say they have already made purchases based on AI-generated recommendations from tools such as ChatGPT or DeepSeek.
Another 37% expect AI to influence their future buying decisions, showing a growing openness to technology-assisted shopping. Still, human judgement continues to matter, as 25% say they would ignore AI suggestions when shopping, and 6% report not using AI tools at all.
These figures suggest that while AI is gaining traction as a digital shopping companion, consumers remain cautious, relying on it more as a supporting tool than a deciding factor.
Influencer credibility outweighs popularity
Influencers remain a key part of Singapore’s digital marketing landscape, though their effectiveness now depends more on authenticity and expertise than on fame. The study found that 42% of Singaporeans are influenced by social media personalities—17% regularly and 25% only when they view the influencer as knowledgeable or relatable.
Another 30% say they are sometimes swayed by influencers, depending on the product or person, while 29% claim they are not influenced at all.
The findings point to a maturing consumer mindset where credibility and real-world relevance carry more weight than follower counts or celebrity status. As a result, brands that collaborate with trusted, transparent voices are likely to resonate more with audiences in Singapore’s increasingly discerning market.
The 2025 Consumer Survey underscores a wider shift in consumer behaviour, where people are redefining loyalty through the lenses of trust, technology, and value. Whether guided by AI tools or real human recommendations, Singaporeans are choosing brands that understand their financial realities while aligning with their personal values.
