Singapore has recently announced it will ban the advertisement of packaged drinks with very high sugar content – following in the footsteps of a number of countries who have made it a priority to fight against obesity and diabetes by reducing people’s exposure to enticing advertising.
Our data shows that Singaporeans are largely in favour of such measures, especially when it comes to junk food – though they are also not against indulging themselves from time to time.
Exactly half of Singaporeans (50%) say they eat junk food from once to several times a week. Junk food is a habitual part of the day-to-day diet of 14% of Singaporeans (every day or nearly every day). A major generational gap exists when it comes to junk food. Gen Zers stand out at 64% eating junk food once a week or more, while 65% of Boomers say they consume it once a month or less.
Despite a generally pronounced taste for less-than-healthy foods, Singaporeans are largely favourable to restricting the way it is advertised.
Nearly 3 in 5 Singaporeans (59%) support a full ban of junk food advertisements while 73% support a ban of such advertising near schools. Here too, the generational gap is visible: 52% of Gen Zers oppose such a blanket ban, while all other generations are majorly favourable (respectively 56%, 62%, and 65% are supportive among Millennials, Gen Xers, and Boomers).
But Singaporeans also differentiate between junk food products and the brands behind the products. Nearly four in five Singaporeans (78%) believe junk food producers should still be allowed to advertise their brands even if there are restrictions on junk food products – an opinion that is largely shared across all age groups (from a low of 74% for Boomers to a high of 82% for Gen Zers).
These findings reveal that Singaporeans have a love-hate relationship with junk food. Many of us understand its negative impact on our health, but still consume it several times a week. Likewise, many want to see the marketing of said products controlled.
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Author: Blackbox Research Team
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