Consumer Businesses

Singapore is a gateway to Asian markets, where spending by 3.5 billion middle-class consumers could hit US$37 trillion by 2030, accounting for 57% of global expenditure by the world’s middle-class¹. Many of the world’s top consumer firms such as P&G and Nestle are based here to tap our pan-Asian insights and capabilities.

¹ Kharas, Homi, "The Unprecedented Expansion of the Global Middle Class: An Update”, Global Economy and Development at Brookings, February 2017.

Consumer Central

We know Asian consumers

Singapore is an established consumer insights hub, attuned to the similarities and differences between Western and Asian consumers, as well as the diversity within Asia.

We offer a rich ecosystem of professional services firms, creative agencies and research houses.

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We innovate in Asia, for Asia

Singapore was ranked as the most innovative nation in Asia, and the fifth globally in 2023 (The Global Innovation Index 2023). Global giants like Nestle and L’Oreal Groupe set up cutting-edge R&D centres here. Firms also tap the capabilities of our 17 national research institutes, as well as the integrated research of diverse industries from digital, chemistry, food, skincare, and biomedical sciences to adapt and grow.

We attract industry leaders like Reckitt and Heineken to set up global R&D and innovation centres here.

We are Asia’s Control Centre

Consolidating global functions like branding and marketing, supply chain management, finance, and human resources here is a winning strategy for consumer businesses. They can tap on our large pool of professional talent to spearhead regional growth, while leveraging our world-class connectivity to reach nearly 4.4 billion Asian consumers living within a seven-hour flight radius of Singapore.

Centralising key functions in Singapore pays off for many consumer giants from P&G to Coca-Cola.

At a Glance

out of the world’s top 5 beauty giants² locate their regional HQ in Singapore. L’Oréal and P&G are among those based here that have at least 3 regional activities such as branding and R&D.

3 out of the world’s top 5 packaged food companies³ conduct R&D from Singapore. These include Nestle, Mondelez, and Coca-Cola.

of the world’s top flavours and fragrance companies all manufacture and perform new applications development in Singapore for Asia, namely Givaudan, Firmenich, IFF, Symrise and Takasago.

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global leaders with a pan-Asian perspective trained annually at Four Acres Singapore, Unilever’s global leadership development centre which collaborates with human capital consultancies, other companies, and institutes like INSEAD.