Singaporean shoppers snapped up more house-brands in 2014

Cheapness is the main draw.

The popularity of house-brands is on the rise for a large number of Singaporean shoppers.

A study conducted by Ipsos and SSI showed that 66% of Singaporeans are purchasing house-brand groceries, while over one in three or  32% of respondents say they have increased spend on house-brands compared to the year before.

On the average, a third of shoppers' grocery baskets are filled with house-brand products.

While the cheaper price of a house-brand (55%) is the main draw for these Singaporeans, 26% of them state the primary reason for choosing house-brands is that the quality is the same or better than branded goods.

Another 18% feel that though the quality of the goods is slightly less than branded goods, the lower price justifies the purchase.