According to analytics company Global Data, the digitisation of alcoholic beverages in Singapore is helping consumers to make informed purchase decisions.
The alcoholic beverages industry in Singapore is witnessing a broad trend of digitisation, where traditional practices are evolving to incorporate technology for greater consumer awareness and responsibility.
Global Data said the alcoholic drinks industry is catering to a tech-savvy audience and responding to the growing demand for accessible product details by offering essential information in a convenient digital format.
Biswarup Bose, lead consumer analyst at Global Data, commented: “In a tech-driven society such as Singapore, where smartphones and digital services are widely used, digital labels via QR codes offer a quick and convenient way to access detailed product information. This aligns with consumers’ preference for immediate, on-demand access to data.”
The consumer survey conducted in Singapore by Global Data had 500 respondents.
Bose continued: “The Global Data 2024 Q2 Consumer Survey corroborates this trend, where 61% of respondents in Singapore stated that their product purchasing decisions for food and drinks are either always or often or somewhat influenced by how digitally advanced or ‘smart’ the product and service is.
“Manufacturers are introducing digital labels, accessed via QR codes, enabling consumers to easily obtain detailed product information through their mobile devices, enhancing engagement and transparency. For instance, Pernod Ricard, a leading alcohol producer, has introduced a digital label initiative in Singapore to meet consumers’ growing demand for more accessible product information and encourage healthier drinking practices.”
Pernod Ricard introduced its digital label system in 2022 to improve the company’s transparency on product content and health information.
Tim Hill, key account director of SE Asia at Global Data, added: “Digital labels can provide consumers with guidelines aligned with national health standards, helping consumers make informed decisions about alcohol consumption and promoting responsible drinking practices. Underlining this trend, 51% of Singaporean respondents stated their choice of food and drinks is always or often influenced by how it impacts their health and wellbeing.
“By moving product information, health guidelines, and other details to digital platforms via QR codes, companies can minimise the need for extensive printed materials, reducing paper usage and waste. Digital labels reduce the need for updating physical packaging with each regulatory change or new information, allowing for more efficient, real-time updates without the environmental footprint associated with reprinting labels.”
Ketel One Vodka recently introduced QR codes that enable greater accessibility for people with impaired vision.
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Author: Miona Madsen
