The 2025 Consumer Survey by Superbrands Singapore reveals significant changes in Singaporeans’ purchasing habits, driven by rising living costs, artificial intelligence (AI), and influencers. Released on 27 October, the survey shows that 44% of consumers are considering switching brands due to higher costs, whilst AI tools and influencers play a growing role in shaping decisions.
Conducted in September 2025 with 1,500 participants aged 16 to 64, the survey highlights evolving consumer mindsets. “We are at a pivotal moment where consumers feel positive about getting influenced by recommendations they trust,” said Mark Pointer, CEO of Superbrands Singapore. The findings indicate that brand loyalty is increasingly shaped by technology, value perception, and authenticity.
Nearly half of Singaporeans are open to switching to cheaper brands, provided quality remains consistent. Only 9% remain loyal to their current brands regardless of price, underscoring the importance of value perception.
AI’s influence is notable, with 31% of respondents having purchased products based on AI suggestions. An additional 37% expect AI to influence future purchases, though 25% would ignore AI recommendations, highlighting the ongoing importance of human trust.
Influencers also impact purchasing decisions, with 42% of consumers influenced by social media personalities, particularly those seen as experts or relatable. However, 29% report no influence from influencers, emphasising the importance of credibility and authenticity.
These insights will be celebrated at the Superbrands Awards Ceremony on 11 November 2025, recognising Singapore’s most respected brands.
