Supermarket chain FairPrice registered the biggest boost in word of mouth exposure in Singapore in December, according to YouGov BrandIndex.

FairPrice registered the biggest boost in word of mouth (WOM) exposure in Singapore for the month of December of all the brands we track in the market. Data from YouGov BrandIndex, which tracks consumer perceptions toward brands on a daily basis worldwide, shows that the proportion of people who are talking about the supermarket chain saw an uplift of 9.3 percentage points during the four-week period.

In December 2023, the NTUC co-operative announced that it would be absorbing the government’s 1% hike in goods and services tax (GST) for the first six months of 2024 on 500 essential items –including groceries such as fresh fruits, vegetables and meat, staples, dairy, paper products, detergents and household cleaners.

The supermarket chain will also extend existing discount schemes for seniors (holding Pioneer/Merdeka Generation cards) and lower-income shoppers (holding CHAS blue cards) until the end of 2024.

According to data from YouGov BrandIndex, FairPrice’s WOM exposure score rose from 36.8 on Dec 9 to 46.1 by Dec 29. WOM exposure is a BrandIndex metric that measures the percentage of people who have spoken with their family or friends about a particular brand in the previous two weeks.

Additionally, nature park Gardens by the Bay recorded a seven-point spike in WOM exposure from 18.2 on Dec 4 to 25.2 by Dec 30, while instant noodle brand Maggi saw its WOM exposure climb 6.9 points from 18.6 on Dec 3 to 25.5 by Dec 31.

Methodology: YouGov BrandIndex collects data on thousands of brands every day. A brand’s WOM exposure score is based on the question: “Which of the following brands have you talked about with friends and family in the past two weeks (whether in person, online, or through social media)?” (% Yes). Data from surveys of adults aged 18 years and above residing in Singapore from Dec 1-31, 2023. WOM exposure scores are based on a four-week moving average, with the change in scores for each brand calculated by taking the difference between the highest and lowest scoring days within the period.