February 13th, 2024, Bhawna Singh
Coca-Cola is the top ranked brand among Singaporeans looking to buy sparkling soft drinks
The Chinese New Year festivity calls for a lot of family time and feasting, with many opting for soft drinks when entertaining guests.
Latest research from YouGov Surveys shows that more than two in five Singaporeans (43%) say they are more likely to buy soft drinks during Lunar New year as compared to typical days.
While both men and women were equally likely to say this (44% and 41% respectively), there were some differences among the age groups. Young adults between 18-24 were more likely than others to say this (at 53%). On the other hand, 55+ adults were more likely than others to say the opposite about their purchase behaviour during this time.
Thinking about the upcoming Chinese New Year festival, 35% Singaporeans said they are extremely or very likely to buy soft drinks as part of the celebrations, with men echoing this sentiment more strongly as compared to women (17% vs 11%).
A deep dive into the attitudes of Singaporeans shows that they view seasonal promotions favourably. 37% agree that seasonal marketing campaigns for sparkling or soft drinks are memorable and help them remember the brand. 13% disagree with this thought, and half are divided over their opinion.
Amongst all the festive marketing campaigns for sparkling/soft drinks, in-store promotions or discounts appear to be the most appealing to Singaporeans (56%). Three in ten find limited edition flavours (31%), or festive themed packaging attractive (29%).
Promotions on e-commerce platforms are next most appealing (26%), ahead of TV advertisements (21%) and social media promotions (17%). Collaborations with other brands or celebrity or influencer are comparatively less well received, with only one in ten saying they find it engaging (13% and 11% respectively).
When it comes to buying soft drinks, supermarkets are the most preferred places (69%). Less than half of this number buy from e-commerce platforms (31%) or via delivery services of supermarkets/ groceries stores (26%). One in five buy from wholesalers or discount stores (19%) and one in ten through convenience stores (11%).
Ahead of the upcoming Chinese New Year festival, YouGov revealed the top ten soft drink brands that Singaporeans are most likely to buy.
Coca-Cola emerges as a clear winner, with seven in ten Singaporeans (71%) who are planning to buy carbonated beverages saying they are likely to buy this brand of soft drink during the upcoming Lunar New year.
A&W Root Beer ranks second, with nearly half saying they would buy it (47%). Sprite and Pokka come in third and fourth, respectively (42% each), and Fanta rounds off the top five (37%).
100 Plus, 7 Up and Pepsi take the sixth (36%), seventh (34%) and eighth (29%) spots. Kickapoo (27%) and Sarsi (23%) complete the top ten ranking in Singapore.
Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online in January 2024, with a nationally representative sample of 1,031 adults (aged 18+ years) in Singapore, using a questionnaire designed by YouGov. Ranking data is based on a survey of 1026 adults between February 1 and 2, 2024. Data figures have been weighted by age, gender, and ethnicity to be representative of all adults in India (18 years or older). Learn more about YouGov Surveys: Serviced.