Singaporean consumers are increasingly leading hectic lifestyles, and often do not have sufficient time to prepare freshly
cooked meals. As such, this group either tends to eat out quite a bit, or they purchase processed and packaged foods which
require limited preparation.
Due to growing Western influence in the country, a number of households are purchasing foods common to the West such as
pasta and roast beef. Households are also consuming more cereals and breads for breakfast instead of traditional breakfast
options (i.e. rice porridge).
Singaporeans are also increasingly willing to purchase value added food and beverages at a premium due to higher incomes.
As Singapore consumers are increasingly aware of health and safety issues, there is a higher demand for healthier products as
well as unprocessed and functional foods, and food and beverage items which are packaged and labeled with nutritional
information. Items like wholegrain food items, low-fat dairy products and enriched bread, are seen as healthier alternatives.
Rising disposable incomes and increased awareness about healthier living have increased the demand for organic products,
and decreased the demand for genetically-modified foods. These types of food items have become increasingly popular with
high-income households, parents of young children and professionals. There has also been a decrease in the amount of calories
and fats consumed, which fell by 1% and 4% respectively, between 2007 and 2010.