Milo on top
Milo is the only beverage brand Singaporeans consistently consider across every generation, new YouGov data shows
Milo ranks first in Singapore’s beverage Consideration ranking, with 34.7% of adults saying they would consider the brand the next time they are in the market to purchase a beverage. Coca-Cola follows at 33.2%, and Meiji ranks third at 26.1%. 100Plus (24.9%) and Pokka (24.2%) round out the top five.
Consideration is not a measure of consumption or market share. It captures which brands consumers say they would consider purchasing, giving marketers a view of which names are currently entering the choice set.
The data shows that Milo leads outright among Gen Z (45.5%) and Baby Boomers+ (32.2%), leads Gen X (31.3%), and ranks second among Millennials (34.4%), a spread no other brand in the Top 10 comes close to matching.