Fewer Singaporeans prefer local brands compared to regional peers: NTU study

LESS than one-fifth of those in Singapore prefer local brands in contrast to other Asian countries, where the demand for locally-designed high-end goods is on the rise.

These findings were part of a study by the Nanyang Technological University, Singapore's Institute on Asian Consumer Insight (ACI) and were presented at the 2017 ACI Asia Business Summit on Monday.

Across 15 consumer categories, a total of 12.5 per cent of the Singapore population will pick local brands, and the Republic scored the lowest percentage as compared to countries such as Japan, South Korea and China.

The study, Pan Asian Wave II, covered more than 26,000 people across 10 key Asian markets including China, India, Indonesia and Japan.