#WhatsHappening: Key trends in Twitter among Singaporean consumers

Their conversations revolve around food, home, and self-care.

Singaporeans have become more engaged in conversations and consumption habits related to food, beverage, personal, and home care due to the pandemic, Twitter said.

Twitter said that amongst the consumers in Twitter, Singaporeans are showing more concern for the climate in the consumptions which lead to the rise of hashtags such as #zerowaste packaging, following the rise in disposable plastic use amidst the dining ban.

Twitter also said in a statement that Singaporean consumers are now “striking a balance” between bubble tea and healthier alternatives, as they turn their conversations to dairy alternatives and plant-based milk like oat and soy, despite their love for bubble tea.

Staying hydrated by drinking water has also become a part of their self-care, the social media platform said.

The consumers have also experimented on new things with “adventurous hairdos,” as they are stuck at home donning striking colours of blue, green, purple, and pink as inspired by the hairs of their idols. Some have preferred natural hair texture and more men explored longer hairstyles as hairdressing services were stopped by the pandemic.

Skincare and mental wellness have also been top topics for conversation amidst the pandemic, with overall wellness conversations growing 10% from April to May.

Singaporean consumers have also shifted focus on protecting and improving their homes. Whilst early panic from disinfection has waned, their want to keep their homes safe and protected will likely continue as tweets about the topic grew 30% from April to May this year.

As the festive period approaches and guests are expected to come, “interest in resetting or refreshing spaces also increases,” Twitter said.