Consumer Types can be a powerful tool to help companies better understand and appeal to their target markets. By going beyond typical demographic-based segmentation, such as age or gender, and grouping consumers based on shared traits and preferences, companies can better develop products and marketing campaigns that resonate with key customers.

In 2025, wipes in Singapore recorded current value growth of 4%, with retail sales reaching SGD48.0 million. This performance reflects a moderation in growth compared to the strong expansion of 8% in 2023 and 5% in 2024, signaling a stable but maturing market environment. The market’s value trajectory has been underpinned by several factors including rising disposable income, an increase in dual-income households, and ongoing consumer prioritisation of health, hygiene, and convenience. These dri

Singapore’s tissue and hygiene market demonstrated resilience in 2025 with retail value expanding to SGD392 million, up 2% over the previous year. Growth was supported by an increase in consumer spending and population stability, combined with inflation settling at 0.9%. This created a favourable setting for premium innovation and discretionary upgrades. The emphasis on elevated comfort, eco-friendly materials, and digital convenience underpins ongoing value gains, while evolving shopper priorit

Sales of menstrual care in Singapore remained stable in terms of volume in 2025, increasing by 1% to 258 million units. However, the category experienced a notable decline in retail value, falling 5% to SGD62 million. The downward shift in value sales was primarily driven by heightened price sensitivity among Singaporean consumers, who responded to cost-of-living pressures by trading down from premium brands to more affordable products and private label, as exemplified by the rise of NTUC FairPr

Nappies/diapers/pants in Singapore is being shaped by consumer demand for premium features and the willingness of parents to invest in advanced products. Volume sales declined by 1% to 176 million units in 2025, which contrasted with the more robust volume expansion seen in some neighbouring Asia Pacific markets. However, the value performance tells a different story with retail sales rising by 2% to SGD128 million, driven by premiumisation. This dynamic is consistent with the broader regional t

In 2025, away-from-home tissue and hygiene in Singapore recorded moderate value growth, supported by premiumisation trends and a focus on operational efficiency within hospitality, corporate, and institutional settings. Total value reached SGD201 million, up 4% over the previous year. This performance reflects the influence of the premium solutions that are being adopted by hotels, new commercial spaces, and expanding healthcare infrastructure, as well as the continued recovery in tourism and ec

Retail tissue in Singapore experienced moderate retail volume growth of 1% in 2025, reaching 23,000 tonnes, while value sales rose by 4% to SGD128 million. This performance reflects a softening in growth compared to previous years, with the rate of expansion slowing after a period of pandemic-driven demand and subsequent inflationary price increases. While growth was less pronounced than the strong gains seen earlier in the review period, the category continued to expand, supported by Singapore’

Retail adult incontinence in Singapore delivered robust growth in 2025, outperforming many regional peers. Retail volume reached 29.4 million units, marking a 7% increase from 2024, while retail value climbed 10% to SGD27 million. This positive trajectory is being underpinned by several interconnected drivers, most notably a rapidly ageing population—Singapore’s population aged 65 and above rose to 914,000 in 2025, supporting a wider consumer base for adult incontinence products. Population grow

Bleach in Singapore recorded moderate retail value current value growth of 4% in 2025 to reach SGD8 million, supported by heightened hygiene awareness and continued investment in more sophisticated cleaning solutions, as economic recovery and steady household spending encouraged consumers to maintain disinfection routines. Demand has gradually normalised from pandemic peaks, with consumers adjusting to post-pandemic hygiene routines, though bleach maintains its essential positioning within house

Toilet care in Singapore experienced moderate retail current value growth of 3% in 2025 to reach SGD10 million, shaped by a mix of sustainability regulations, evolving consumer behaviour and format innovation. Consumers increasingly prioritise hygiene and wellness, sustaining demand for disinfectant-led and antibacterial products, while also showing interest in long-lasting rim blocks, gels and automatic cleaning systems that reduce cleaning frequency. Toilet liquids/foam was the best-performing

Polishes in Singapore recorded a 10% retail current value decline in 2025, falling to SGD4 million amid shifting lifestyle patterns, economic moderation and changing consumer priorities. Many households prioritise multi-surface cleaners that combine cleaning and polishing functions, reducing the need for specialised products. Furniture polish fell by 1% to SGD2 million, while shoe polish fell 16% to SGD2 million.

Dishwashing in Singapore recorded a 3% increase in current value sales in 2025, reaching SGD40.3 million, as premiumisation, sustainability trends and rising appliance penetration supported sales. Retail volume sales fell slightly to 7,782 tonnes, declining by 0.6%, indicating a shift towards more premium and value-added products as consumers prioritise quality and convenience over quantity. Hand dishwashing was both the largest and best-performing category, recording retail value sales of SGD28

Surface care in Singapore experienced moderate retail value growth of 4% in 2025 to SGD47 million, shaped by sustainability-driven innovation, regulatory tightening and evolving consumer habits. Growing environmental awareness and government emphasis on packaging waste reduction are boosting demand for eco-friendly, plant-based, and refillable cleaners, while cautious consumer spending coexists with selective premiumisation. As a result, innovation, compliance and eco-credibility are key perform

The home care category in Singapore demonstrated a positive performance in 2025, driven by increasing demand for convenient, portable and multifunctional products, as well as greater awareness of sustainability. The market is shaped by evolving product formats, sustainability-driven innovation and rising demand for multifunctional cleaners that combine disinfecting, deodorising and surface-protecting functions. The competitive landscape remains concentrated, with leading players maintaining domi

Air care in Singapore saw modest retail current value growth of 2% in 2025, reaching SGD26 million. Sales were supported by a rebound in consumer lifestyles and greater emphasis on wellbeing and home ambience, as hybrid work routines persist and consumers continue to invest in products that enhance home comfort and mood. This is driving demand for premium and fragrance-led innovations. Electric air fresheners was the best-performing category in 2025 with retail value sales increasing by 4% to

Laundry care in Singapore recorded retail value sales of SGD150 million in 2025, increasing by 3% in current terms and fuelled by rising demand for quick, efficient and sustainable solutions that address busy urban lifestyles and growing environmental awareness. Economic caution amid inflation is keeping consumers value-focused, leading to more frequent promotions and smaller pack sizes, while e-commerce and omnichannel retailers like FairPrice, RedMart and Watsons have become key distribution p

Home insecticides in Singapore recorded 4% retail current value growth in 2025 to SGD28 million, supported by heightened health awareness, humid weather conditions and persistent mosquito-borne disease concerns such as dengue. Consumers continue to prioritise safety and wellness, driving demand for products with added health benefits. Spray/aerosol insecticides remained the largest and best-performing category in 2025, recording 4% current value growth to SGD22 million and benefiting from immed

Consumer foodservice operators faced a challenging environment in Singapore in 2025 defined by rising operating costs and heightened consumer budget consciousness. Consumer foodservice through retail proved more resilient than other locations during the year as it benefited from changing consumer routines, consistent footfall, the presence of strong chains, and a diverse offer. Consumer foodservice through standalone locations remained key to the overall market, but saw its performance constrain

Cafés/bars saw growth driven by the expansion of specialist coffee and tea shop chains in 2025. These players are increasingly embedding themselves in consumers’ everyday routines, supporting their brands with strong marketing and rapid store network expansion.

Singapore’s consumer foodservice market recorded a stable performance in 2025, supported by resilient everyday dining habits despite rising living costs that made consumers increasingly selective about discretionary spending. Demand was shaped by a stronger focus on value, with takeaway and delivery continuing to play an important role in routine consumption, while dine-in occasions became more concentrated around experiences that justified higher spend. Inflationary pressures drove operators to

Full-service restaurants struggled in Singapore in 2025 in the face of heightened consumer budget consciousness leading to a cautious approach to discretionary spending, as well as the ongoing increase in the importance of convenience and comfort in purchasing decisions. In this context, takeaway and delivery services took on an increasingly significant role in the overall operations of full-service restaurant players.

Self-service cafeterias is a struggling niche in the Singaporean consumer foodservice market. Budget-conscious consumers remained cautious in their discretionary spending and self-service cafeteria operators faced intense competition from rival formats with lower operating costs offering more affordable options.

Street stalls/kiosks retains an important role in the habits of Singaporean consumers, supported by longstanding tradition, cultural relevance, accessibility and affordability. However, players in the category face significant challenges, including rising operational costs. This is leading to a shift in the competitive landscape towards chained operators with the resources to absorb cost volatility.

In 2025, limited-service restaurants saw growth supported by its capacity to appeal to busy but budget-conscious consumers looking for convenient, affordable meal options. This environment led to the proliferation of value-led propositions. At the same time, localisation remained a key trend, as operators increasingly targeted the particularities of local taste.