Singapore, 21 August 2018 – Mobile device proliferation, lightning paced lifestyles and challenging working hours are adding more and more layers of complexity to consumers’ lives. Singaporeans are feeling more stretched than ever before, and are increasingly striving for solutions to help simplify their busy lives. Consequently, 44% of Singaporeans have ever purchased restaurant deliveries or meal-kit delivery service online, higher than the global average of 33%, according to a recent Nielsen Study.
A recent Nielsen Out-of-Home Dining Survey polled 202 respondents in Singapore, during August 2018, to understand consumers’ out-of-home dining behaviors and preferences, examining self-reported frequency of eating out, and their preferred dining establishments. The previous edition of this study was also conducted by Nielsen in Q3 2015.
BREAKFAST, LUNCH OR DINNER – WHICH IS THE CLEAR WINNER
Eating out is no longer reserved just for special occasions; it is fast becoming a way of life for consumers. A general increase in the frequency of eating out at restaurants or other out-of-home dining establishments was observed among Singaporeans. Close to one in four (24% in 2018 vs 19% in 2015) respondents have indicated that they eat out daily, while more than half (55% in 2018 vs 51% in 2015) do so on a weekly basis.
Of the typical 3 meals consumed by the individual in a day, dinner (72% in 2018 vs 78% in 2015) came out tops as the meal most usually consumed out of home. Comparatively, locals were opting to eat out more often when it came to lunch (66% in 2018 vs 58% in 2015) and breakfast (15% in 2018 vs 13% in 2015).
SINGAPOREANS ARE CHOOSING TO DINE OUT AT CASUAL DINING OUTLETS
When surveyed on the establishments that they have visited in the past 6 months, 81% of respondents have highlighted that they have stopped by a casual dining outlet. 76% preferred to patronize quick serve (fast food) restaurants, while 64% chose to dine out at a café (+18% from 2015).
“Amid the myriad of solutions and offerings by brands and businesses, consumers are seeking for more “on-demand” services to cater to their time-starved lifestyle,” said Johan Vrancken, Managing Director, Nielsen Singapore. “Healthfulness and convenience are the often the key determinant when it comes to meal planning, but quality, taste and freshness remain critical. Retailers and manufacturers need to consider the entire consumption spectrum, both in and out of home, to capture the wallet and grow their brands.”
Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge. For more than 90 years Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail and fast-moving consumer goods industries. An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.
For media inquiries: Sweta Patra (Sweta.Patra@nielsen.com) and Gideon Choo (Gideon.Choo@nielsen.com)