The Singapore Consumer Intelligence Matrix: 2026 Analyst Edition

A Strategic Framework for Market Research in Singapore

Interactive Guide: 32 key indicators from SingStat, MOM, and MAS (2024-2025 datasets) curated for actionable consumer insights.

01. Demographics: The New Consumer Profile

Median Age 43.2

Resident population median age (Years)

Implications for Consumer Research in Singapore:

The mass market is mature. Shift UI/UX testing to include older demographics. Marketing visuals should prioritize "Active Aging" and "Vitality" themes over youth-centric trends.

Solo Households 16.1%

Share of all resident households

Implications for Consumer Research in Singapore:

A surge in single-person living creates demand for "Solo Economy" products: single-serve meals, compact appliances, and subscription services that don't require family-sharing plans.

Old-Age Support Ratio 3.3

Working adults (20-64) per senior

Implications for Consumer Research in Singapore:

The "Sandwich Generation" (35-55) faces peak financial pressure. Products targeting this group should emphasize "Time Saving" and "Multifunctional Value" to help them manage dual caregiving roles.

Resident TFR 0.97

Total Fertility Rate (Historic Low)

Implications for Consumer Research in Singapore:

With fewer babies, the parenting market is pivoting from volume to "Premiumization." Parents are concentrating their budget on fewer children, increasing the willingness to pay for premium enrichment and organic nutrition.

Life Expectancy 83.5

Years at birth (2024)

Implications for Consumer Research in Singapore:

Longevity planning is a key consumer driver. Financial services and wellness brands should frame products around "Healthspan" and "Retirement Security" rather than just short-term benefits.

02. Wallet Share & Liquidity

Median HH Income S$11,297

Monthly from work (2024)

Implications for Consumer Research in Singapore:

High baseline income suggests a broad "Mass Affluent" segment. Research should segment by "Disposable Income per Member" (S$3,615) to get a truer picture of purchasing power after household size adjustments.

Personal Saving Rate 35.3%

Of Disposable Income (Q4 2024)

Implications for Consumer Research in Singapore:

Consumers are highly prudent, banking over 1/3 of income. To unlock this liquidity, brands must offer "Investment Value" (e.g., durable goods, education) rather than just consumption.

Real Income Growth +1.4%

Median household (2024)

Implications for Consumer Research in Singapore:

Purchasing power is growing, but slowly. Consumers remain price-sensitive on essentials. Positioning products as "Inflation-Proof" or "Best Value" remains a winning strategy.

Gov Transfers (Low Income) S$16,805

Per member/year (1-2 Room HDB)

Implications for Consumer Research in Singapore:

Government support is a major liquidity driver for the mass market. Retail promotions should align with government voucher payout calendars (CDC/GST Vouchers) to maximize uptake.

Household Debt Ratio 1.1x

Debt-to-Income (Lowest in 15 yrs)

Implications for Consumer Research in Singapore:

Households are deleveraging and balance sheets are healthy. This creates capacity for "Big Ticket" purchases (renovation, cars) if the value proposition is right.

03. Spending Habits (HES 2023 Analysis)

Dining Out Share 67.9%

Of total food budget

Implications for Consumer Research in Singapore:

The kitchen is now a "pantry." Most meals are outsourced. Food brands should focus on "Meal Solutions" and "Ready-to-Eat" formats rather than raw ingredients for daily cooking.

Hawker Spend 50.8%

Of dining out budget

Implications for Consumer Research in Singapore:

Hawker centers are the "Community Dining Room." This is the benchmark for value. Mass-market F&B concepts must justify their price premium against this ubiquitous, low-cost alternative.

Online Spend Depth 11.9%

Of total expenditure (Tripled vs 2018)

Implications for Consumer Research in Singapore:

E-commerce is structural, not niche. Research must map the "Omnichannel Journey"—consumers often browse online but buy offline (or vice versa). Attribution modeling is critical.

Housing Spend 29.8%

Top expense category

Implications for Consumer Research in Singapore:

Includes imputed rental (non-cash). For the 90% of home-owning households, cash flow is actually healthier than this stat implies. Adjust disposable income models upwards for homeowners.

Tuition Market S$1.4B+

Est. annual household spend

Implications for Consumer Research in Singapore:

Education is a "Non-Discretionary" essential in Singapore culture. Budgets here are ring-fenced. Brands aligning with "Learning" or "Development" values can tap into this protected spend.

04. Retail & Trends (Sep 2025)

Luxury Growth +7.0%

Forecast 2025 (vs 2024)

Implications for Consumer Research in Singapore:

Singapore remains a safe haven for luxury spending. High-net-worth individuals (locals + tourists) are continuing to buy "Investment Grade" goods (Watches/Jewelry) despite global headwinds.

Supermarket Sales +5.1%

YoY Growth (Sep 2025)

Implications for Consumer Research in Singapore:

Consumers are "Trading Down" to home consumption. This growth contrasts with dipping F&B sales, suggesting a shift towards premium groceries as a substitute for restaurant dining.

F&B Services -1.6%

YoY Decline (Sep 2025)

Implications for Consumer Research in Singapore:

Likely due to "Outbound Travel Leakage." As residents travel more, domestic dining spend dips. F&B operators need to compete with "Overseas Experiences" to retain share of wallet.

Tech Online Share 55.1%

Computer & Telco sales

Implications for Consumer Research in Singapore:

Electronics retail is now "Digital First." Physical stores are showrooms. Research should focus on "Unboxing Experience" and "Delivery Speed" as key satisfaction drivers.

Grocery Online Share 12.2%

Supermarket sales

Implications for Consumer Research in Singapore:

The "Freshness Barrier" remains. Most grocery shopping is still physical. Online strategies should focus on non-perishables and heavy items, while stores focus on fresh produce experience.

05. Digital & Sentiment Indicators

Trust in Gov 77%

Edelman Trust Barometer 2025

Implications for Consumer Research in Singapore:

High institutional trust means consumers are receptive to government-backed initiatives (e.g., Healthier Choice Symbol, Green Plan). Official certifications carry significant weight here.

Senior Digital Rate ~89%

Smartphone usage (Ages 60+)

Implications for Consumer Research in Singapore:

The "Silver Digital Gap" is closing. Digital surveys and app-based loyalty programs are now viable for seniors, provided the UI is accessible (large fonts, simple navigation).

Sustainability 54%

Willing to pay premium for eco-goods

Implications for Consumer Research in Singapore:

Intent is high, but price sensitivity is the barrier. Successful green products must offer "Dual Value"—sustainability PLUS cost savings (energy efficiency) or health benefits.

SME Digitalization 95%

SMEs with digital solutions

Implications for Consumer Research in Singapore:

B2B researchers note: The "Education" phase of digital adoption is over. The market is now in the "Optimization" phase. SMEs are looking for ROI and integration, not just basic adoption.

Core Inflation 0.4%

MAS Core (Sep 2025)

Implications for Consumer Research in Singapore:

Everyday price stability has returned. If consumers still report high "Cost of Living" anxiety, it is likely driven by Housing/Car prices (Asset Inflation) rather than daily groceries. Distinguish these in surveys.

Transport Inflation 3.4%

Driven by COE/Private Transport

Implications for Consumer Research in Singapore:

High car ownership costs act as a "Wealth Tax" on the upper-middle class, potentially reducing their discretionary spend on other luxury categories. Track "Car Ownership" as a key demographic variable.

Top Value Family

Top Personal Value (National Survey)

Implications for Consumer Research in Singapore:

"Family," "Health," and "Responsibility" consistently rank as top values. Marketing messages that connect products to family well-being or responsible consumption resonate strongest with the local psyche.