68% of Singapore Gen Zs rely on peer reviews for informed purchases

Half are also buying only items they know they will use to reduce waste.

About 68% of Gen Zs in Singapore rely on authentic peer reviews and genuine recommendations before making purchases, according to NielsenIQ and World Data Lab (WDL)’s Spend Z: A Global Report.

This behaviour, coupled with a strong preference for mindful consumption, sees 50% buying only items they know they will use to reduce waste.

“Gen Zers are prioritising value-driven choices, and are looking for products that reflect their values of authenticity, quality, and wellness,” said Louise Hawley, managing director at NielsenIQ.

“Businesses looking to reach Gen Z consumers need to align with these values in a way that feels like a natural extension of the brand rather than a gimmick that panders to the audience,” she added.

Economic challenges are pushing Gen Z to prioritise affordability, the report noted. One in four has switched to cheaper alternatives in recent months, and nearly 70% are open to trying new brands for better deals. Over 71% thoroughly research bargains to maximise value, showcasing their strategic approach to spending.

Rising costs are also driving 25% of Gen Zers to switch to affordable alternatives, whilst 70% are open to trying new brands for better deals. Additionally, 71% research deals extensively, showcasing a value-driven mindset during economic uncertainty.

Over half (53%) cite food prices as their top concern, whilst 24% struggle to eat healthily, often opting for convenient, lower-cost meals. Rising expenses and time constraints are widening the gap between health aspirations and reality.

The ongoing economic uncertainty has also prompted Singapore’s Gen Z to become increasingly strategic in managing their expenses.

The report showed that about 25% have opted for more affordable alternatives in the past three months, indicating a shift towards more practical and cost-effective purchasing decisions. Nearly 70% are also  willing to switch brands in search of better prices, and 71% take the time to compare deals before making purchases. This growing trend underscores a generation that is increasingly focused on maximising value in times of economic strain.

Gen Z shoppers in Singapore are not only price-conscious but also highly adaptable in their approach to shopping. About 75% of them prefer to shop at physical stores that offer the lowest prices, a figure that surpasses the regional average of 66%.

Whilst they value the tactile experience of in-store shopping, they also embrace an omnichannel approach. Nearly 74% browse multiple physical stores and online platforms to find the best combination of prices, deals, and products.

Moreover, 78% of Gen Zers research products and promotions online before making a purchase, reflecting their focus on both value and convenience.