Most Singaporeans prefer new products from familiar brands: Nielsen survey

The survey, about new product innovation, also found that more than three in five Singaporeans, or 63 per cent, acquire information on new products through recommendations from family and friends.
The survey, about new product innovation, also found that more than three in five Singaporeans, or 63 per cent, acquire information on new products through recommendations from family and friends. ST PHOTO: ONG WEE JIN

SINGAPORE - Two in three Singaporeans prefer to buy new products from brands that are familiar to them, while more than half - 54 per cent - are willing to switch to a new brand.

This comes from the market survey company Nielsen, which polled just over 500 Singapore citizens in a group of 30,000 online respondents in 60 countries.

The survey, about new product innovation, also found that more than three in five Singaporeans, or 63 per cent, acquire information on new products through recommendations from family and friends. They are next most likely to get such information by seeing the new products in stores.

Affordable prices and products that are convenient to use were also the top driving factors behind new product demand here. Products that "bring ease" and are "fitting for a healthy lifestyle" followed close behind.

Mr Johan Vrancken, Nielsen's head of innovation practice in South-east Asia, North Asia and Pacific, said: "As consumers become better educated on the importance of making healthy choices, they are increasingly seeking out products which support a healthy lifestyle and are made with fresh, natural ingredients."

yeosamjo@sph.com.sg