Singapore’s Most Talked-About Brands (December 2023)

FairPrice has registered the biggest boost in Word of Mouth (WOM) Exposure in Singapore for the month of December of all the brands we track in the market. Data from YouGov BrandIndex, which tracks consumer perceptions toward brands on a daily basis worldwide, shows that the proportion of people who are talking about the supermarket chain saw an uplift of 9.3 percentage points during the four-week period.

In December, the NTUC co-operative announced that it would be absorbing the government’s 1% hike in Good and Services Tax (GST) on 500 essential items – which includes groceries such as fresh fruits, vegetables and meat, staples, dairy, paper products, detergents and household cleaners – for the first six months of this year. The supermarket chain will also extend existing discount schemes for seniors (holding Pioneer / Merdeka Generation cards) and lower-income shoppers (holding CHAS blue cards) till the end of 2024.

According to data from YouGov BrandIndex, FairPrice’s WOM Exposure score rose from 36.8 on 9 December to 46.1 by 29 December. WOM exposure is a BrandIndex metric that measures the percentage of people who have spoken with their family or friends about a particular brand in the previous two weeks.

Additionally, nature park Gardens by the Bay recorded a seven-point spike in WOM Exposure from 18.2 on 4 December to 25.2 by 30 December, while instant noodle brand Maggi saw its WOM Exposure climb 6.9 points from 18.6 on 3 December to 25.5 by 31 December.

Methodology: YouGov BrandIndex collects data on thousands of brands every day. A brand’s WOM Exposure score is based on the question: “Which of the following brands have you talked about with friends and family in the past two weeks (whether in person, online, or through social media)?” (% Yes). Data from surveys of adults aged 18 years and above residing in Singapore from 1 to 31 December 2023. WOM Exposure scores are based on a four-week moving average, with the change in scores for each brand calculated by taking the difference between the highest and lowest scoring days within the period. Learn more about BrandIndex.