On a per capita basis, Singapore has the highest food consumption levels in the Southeast Asia region. Singapore food consumption is forecasted to reach US$7.5 billion in 2011 and account for 3 percent of GDP.
Because of its limited land for agriculture, Singapore imports more than 90 percent of its food, particularly from other Asian countries. Imports of food and beverage are expected to grow 8.3 percent in 2011.
The typical Singaporean diet contains large amounts of fish and meat. These two products account for an average of 40 percent of the typical food bill. Meat and fish account for 14.6 percent of New Zealand’s overall exports, making Singapore a valuable trading partner in these products.
Getting your product into the market
- Co-branding: Singapore consumers are more likely to purchase a product if it has a familiar brand. Co-branding New Zealand products by partnering with local Singapore brands can increase the competitive advantage of New Zealand goods.
- Language clarity: While the predominant language in Singapore is English, it can be spoken or understood differently in Singapore as they often mix English with Malay, Hokkien and Mandarin. Due to this, marketing campaigns that rely on a Westernised understanding of English may be ineffective in Singapore. It is important to ensure that any marketing done is communicated clearly in a way that Singapore consumers will understand.
- Official endorsement: Singapore consumers have a strong trust in government bodies. Official endorsements such as the Healthier Choice mark, which is given to products by the Singapore Health Promotion Board, is recognised by around 70 percent of the population.
Local community: Singaporeans tend to prefer marketing campaigns that feature local celebrities and people. In the past, there have also been strong negative responses to products and brands that feature non-Singaporeans in marketing.
- Product control: It is recommended that companies maintain some control over the way that their products are marketed and sold. Local partners in Singapore may interpret product and brands that they are not familiar with in a way that can affect the success of the product.
