From Australia to Thailand, the grocery aisle is changing fast. As economic pressure and digital tools reshape buyer behavior, shoppers across APAC are more value-driven than ever. They are prioritizing price, switching retailers, and leveraging promotions to stretch their grocery budgets.
A new report from YouGov, The Rise of Value Shoppers: APAC Grocery Retail Report 2025, sheds light on how inflation, loyalty apps, and digital price hunting are driving new norms across the region.
This article explores what’s shifting, why it matters to grocery and retail marketers, and how brands can adapt their strategy for the value-first mindset.
Short on time?
Here’s a table of contents for quick access:
- Grocery shoppers are chasing value, not loyalty
- What’s driving the rise of the value shopper
- Digital tools are shaping retail behavior
- What marketers should know
Patrecia Meliana
Grocery shoppers are chasing value, not loyalty
While physical supermarkets remain the top grocery destination in most APAC markets, shopper allegiance is fragile.
Nearly 74% of consumers say they’re open to switching supermarkets if they find a lower price elsewhere, and 70% actively compare prices within product categories before buying.
In Singapore and Thailand, this price sensitivity is particularly pronounced. Across the board, consumers are visiting a wider range of grocery channels including wet markets, convenience stores, and online platforms in search of better deals.
What’s driving the rise of the value shopper
According to YouGov, nearly 4 in 10 consumers across APAC have increased grocery spending in the past six months, with inflation cited as the top reason across all markets.
Consumers are responding by adopting tactical spending strategies:
- 64% use loyalty points or digital coupons whenever possible
- 49% are cutting non-essential grocery items
- 46% are actively seeking out discounts and promotions
Categories most vulnerable to budget cuts? Packaged snacks, beverages, and instant food. Fresh groceries remain more insulated.
Digital tools are shaping retail behavior
The report shows digital touchpoints are now critical in influencing grocery decisions:
- 82% of Thai and Singaporean consumers use supermarket apps for discounts
- 77% of Thai shoppers use price comparison apps
- Social media is the top driver of immediate purchase decisions (23%), especially among younger users
SMS and email promotions also play a role, less in discovery and more as a reminder for pre-planned purchases. Loyalty programs carry more weight in mature markets like Australia and Hong Kong.
What marketers should know
Grocery brands across APAC are facing a more discerning, digitally empowered, and value-focused shopper. Competing on price alone won’t cut it. Marketers need to rethink positioning, promotions, and loyalty strategies to stay relevant in a market where brand allegiance is fragile and switchability is high.
Here are four strategic areas to focus on:
1. Segment by price sensitivity, not just demographics
Consumers across generations are displaying value-first behavior. Even traditionally brand-loyal segments, like Gen X+ in Australia or Singapore, are showing openness to switching. Brands should reframe audience personas to account for price sensitivity as a core trait.
2. Win the digital shelf with real-time promos
Supermarket apps and price comparison platforms are now the frontlines of shopper attention. Brands need visibility in these spaces with optimized pricing, live digital coupons, and discoverable discounts.
3. Rethink loyalty to reflect shopper habits
Loyalty programs work best when they mirror actual behavior. Instant discounts, reward points, and personalized offers outperform generic rewards in today’s promo-aware environment.
4. Bundle to soften cutbacks
With many shoppers cutting back on snacks and non-essentials, smart product bundling can preserve wallet share. Combining core grocery items with complementary products can drive perceived value without steep discounts.
Final thought: value is the new brand loyalty
The APAC shopper isn’t just bargain hunting. They are shopping strategically, using digital tools and price cues to guide decisions. Brands that recognize this behavior shift and respond with smarter promotions, transparent pricing, and meaningful loyalty perks will come out ahead.
In this landscape, it’s not enough to be affordable. You need to be worth switching to.
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