Singaporeans willing to pay more for healthy ingredients

Find out top 3 healthy products they wished to see more in stores.

Singaporeans are seeking a healthful diet which reflects an increased focus on health and wellness. According to the latest Nielsen Global Health and Ingredient-Sentiment Survey, 57% of the locals have highlighted that they followed diets that limit or prohibit consumption of some foods or ingredients.

The Nielsen Global Health and Ingredient-Sentiment Survey polled more than 30,000 online respondents in 63 countries, including 514 respondents from Singapore to understand how consumers feel about the foods and beverages available on store shelves. It examined respondents’ self-reported dietary restrictions, including food allergies or intolerances, and the extent to which current offerings are meeting their needs. It also looked at consumer sentiment across 22 different ingredients to uncover what consumers want on store shelves.

“The rising obesity rates, increasing number of adults living with diabetes, and progressively less active lifestyles are critical motivations which nudged Singaporeans to relook at their eating options and habits” said Joan Koh, Managing Director, Singapore and Malaysia, Nielsen. “This emerging trend is further fuelled by the successful implementation of various country-wide health campaigns and education programs from the government in recent years, which provide the necessary ingredients for locals to make healthier food choices.”

LESS IS MORE FOR SINGAPOREANS IN THEIR DIETS
From the survey findings, the top two diets among respondents were those with low/no fat or low/no sugar (28% and 25% respectively). One in five Singaporeans (20%) cited that they preferred a low/no carbohydrates diet. Additionally, 18% of locals stuck to a diet which has low salt/sodium while 11% adhered to a vegetarian diet.

On the ingredients, a focus on simpler and fewer artificial or processed foods was a priority to many Singaporeans. MSG (64%), artificial preservatives (63%) and antibiotics or hormones (61%) topped the list of ingredients that locals tried to avoid.

Joan notes, “When it comes to the foods we eat, consumers are going back to basics and the survey findings indicated that less is more as they omit ingredients that are not beneficial to their well-being. Singaporeans aspire to achieve better health and are taking a more proactive role with healthier eating to prevent or manage their health issues.”

Locals were also avoiding certain ingredients primarily because of their perceived impact on health, rather than an actual medical condition. Artificial preservatives (91%), food products contained in packaging made of BPA (90%), MSG and artificial colours (both at 89%) were most undesirable to Singaporeans.

HEALTHFUL DIETARY WISHLIST FOR THE LOCAL CONSUMERS
57% of the respondents have indicated that their dietary needs were either not met or partially met by the current product offerings. What items did they wish to see more available in retail stores?
Top of the list are food products which are all-natural as cited by 54% of Singaporeans. In addition, respondents wished for more products with low/no sugar and low/no fat (both at 46%), foods that are organic (40%) and with no artificial colours (39%).

Furthermore, 72% of the respondents highlighted that they agreed or somewhat agreed that they felt more positively about companies that were transparent about where and how products were made/raised/grown. 56% of them also agreed or somewhat agreed that they were willing to pay more for foods and drinks that did not contain undesirable ingredients.
Joan added, “There is a tremendous opportunity for food manufacturers and retailers to lead a healthy movement by providing an assortment of healthful options across categories which consumers want and need. Consumers are seeking natural and minimally processed foods with beneficial ingredients which promote good health. Adopting the right strategies in this growing health and wellness space will increase the chance for both food manufacturers and retailers alike to build a loyal shopper base and eventually drive profits for their businesses.”