Nine in 10 shoppers have bought house brands in the last 12 months.

Grocery shoppers are increasingly turning to house brands as they feel the effects of rising food prices, NielsenIQ reported.

The NielsenIQ report revealed that 95% of Singaporean shoppers have bought house brands in the last 12 months.

Moreover, 33% are buying more house brand products today, compared to 27% in 2021.

For those who buy house brands, 49% purchase paper products most frequently, followed by 40% who buy household items.

The primary reason why Singaporeans choose house brands is their lower cost compared to name brands (63%). Others (48%) find them good value for money.

Singaporeans are also visiting more than one grocery store (75%) to look for products that offer them the best prices.

Singaporean consumers visited an average of 2.9 stores in four weeks, compared to 2.7 stores in 2022.

Some shoppers have broadened their purchasing habits beyond groceries, using an average of 5.1 different channels—including e-commerce and in-store options—over four weeks. This represents a 42% increase from 2019, when the average was 3.6 channels.

Online channels are the preferred retail choice in Asia, with 66% of respondents making online purchases over four weeks, followed by hypermarkets (24%) and convenience stores (6%).