The digital age has made a lot of things convenient for mothers. Not only when it comes to looking up information about health and child development, but also being able to buy a lot of needs with just one point or click, without leaving the home. No getting stuck in traffic, difficulty in finding parking, or wasting time queuing at the cash register.

However, what do we know about the actual consumption of online shopping for digital mothers?

TheAsianParent conducted a survey in December 2017 to more than 1000 mothers in Indonesia aged between 20-40 years with household income above Rp 3 million (SGD 288).

98% of mothers surveyed said they were the ultimate decision makers for their household purchases.

One of the reasons why mothers choose to shop online is to avoid the hassles of shopping outside with a child. In addition, there are 3 main reasons other moms shop online:

  1. Can be done anytime and anywhere
  2. To save time
  3. Can compare prices easily

Price comparison is very important for mothers. However, it should still be supported with quality. Mums also like the ease of comparing the quality of goods through reviews on the Internet, especially on parenting sites. As many as 94% of our respondents made a purchase after viewing online recommendations, and 28% made purchases after viewing reviews from parenting sites.

Ease of payment transactions also supports this online shopping pattern. As many as 41% of the respondents prefer to make payments via mobile phone for their online shopping purchases.

73% of online shopping mums shop more than 2-3 times a month, and for each transaction, 6 out of 10 spend an average of Rp100,000-Rp300,000 (SGD 9.25 – 27.75). The online purchases mainly revolve around children, with a percentage of 78% for children’s clothing products and 61% for baby / child products.

Meanwhile, according to Nadya Pramesrani, M. Psi, Psychologist from Rumah Dandelion, online shopping for mums can serve as a reward and break from the busyness in the office and at home.

Me time or time for yourself for the mothers is a necessity to help them stay mentally healthy and can provide a healthy and positive environment also for their children. But with all the limitations that exist, especially in terms of time, create mothers spending Me Time with online shopping. Me time, becomes similar to window shopping but less effort compared to going to malls, and also create a smart mom because it’s easy to compare the price and quality that ultimately helps them choose the best for the family. ”

The most preferred e-commerce platform for mothers in Indonesia

A mother’s role requires her to always give the best for her family. On the other hand, she must also be the wisest in managing household expenses. Therefore, the affordability of prices is the mother’s primary consideration when choosing an e-commerce platform for online shopping.

Do you know? As many as 46% of mothers with children aged 4 years and over will look for products at a discount. After the price, the new mum will consider the trustworthiness of the seller and the existence of free shipping service.

From many online shopping platforms, Shopee became the first choice of mothers (selected 73% of respondents), followed by Tokopedia (54%), Lazada (51%), and although not fully part of the e-commerce category, Instagram (50 %).

For 90% of the respondents, Shopee is the most affordable online shopping platform. Shopee also features in-app messaging features, and free goods delivery promos. This might also be the reason that 83% of the respondents said they would recommend Shopee to their friends.

That is certainly proof that today’s mother has been helped by the development of technology. This allows mums to perform their roles, while enjoying entertainment, even shopping – anywhere and anytime, in the palm of their hand!

“I have 100 thousand dollars sitting in my current account and I have no idea what to do with it.”

“Do I need to pay my maid a 13th month bonus?”

“Should I have a joint bank account with my fiancé?”

“How much does raising a child cost?”

“Is it better to spend my excess income investing in jewelry, travel, or stocks?” 

These are questions that Roshni Chugani, 27, and Cristina Morales, 29, but had no idea where to turn to for answers. Financial websites and blogs were way too boring and just led to more questions, head-scratching, and googling. So they badgered their boss to start…

A portal on money matters by women for women.

6 months later, is launched across four markets: Singapore, Indonesia, Thailand, and the Philippines, with the mission to “empower women with basic financial and career advice in bite-sized information presented to them at the right time, at the right life stage”.

Asian Money Guide (AMG) and its vision has resonated with its early audience so much that 30fairy godmums’ a.k.a. contributors gladly shared their articles, stories, and most of all, wisdom, to help other women with their financial whats, what ifs, and woes.

AMG fairy godmums include supermodel Stephanie Chai of, corporate and innovations wiz Meri Rosich, Founder and CEO of Sixteenth Street Capital, Rashmi Kwatra, Managing Director at Singapore Repertory Theatre, Charlotte Nors, and Head of Regional Business Development at FastJobs Asia, Joelle Pang.

“I wanted to find an online portal where I could contribute some knowledge about single parenting and money matters to help women in my position. Thankfully, I didn’t have to look very far. Asian Money Guide will most definitely be bookmarked on my laptop and phone as I believe it will be a plethora of extremely useful articles, especially for women who care about managing their finances,” shares CIS HK teacher and fairy godmum Anjali Nainani.

K.I.S.S. – Keeping It Simple but Savvy

Asian Money Guide is out to ‘simplify money’, with focus on the financial needs of women. Unlike books, pamphlets, and websites that are peppered with jargon or those that seem to require level 1 financial knowledge (and make you want to pull your hair out), AMG enables every woman – of every situation and background – to be empowered in making money decisions and planning her financial future.

AMG is loaded with 101s, stories, interviews, videos, lists, and other forms of content, on topics such as: Savings, Credit/Debit Cards, Investments, Retirement, Fintech/Cryptocurrencies, Taxes, Insurance, Property, Entrepreneurship, Networking, Job-hunting, Travel, Home, Health, and Work-life Balance.

These may not be exciting at face value, but AMG distills even the most complex financial discussions to easy, fun, bite-sized reads. So how do these sound instead: Which handbag has the highest return on investment? How do I command the same salary as my male coworker? Should I tell my husband how much I really earn? Will investing in Manolo Blahniks increase my chances of signing the deal?

Even practical domestic issues prove interesting: Should I pay my parents to babysit my kids? What are the best budgeting apps out there? Is that ridiculously expensive high-tech vacuum really worth it?

Plus, tools such as ‘Loan & Savings’ and ‘Can I afford it?” calculators are available on the portal for all of us busy babes.

Written for you, yes you!

Whether single, in a relationship, engaged, married, separated, with or without kids, readers will find content on Asian Money Guide that just speaks to them. Articles such as “Money Questions Before Marriage: 11 Questions To Ask Your Fiancé” and “The Single Woman’s Guide To Buying A First Home” were produced with particular life stages and situations in mind, to provide information and advice that fit like a glove.

“When I finally learned the ropes on how to be financially independent – after years of relying on my parent’s support – I realised how so many other women must be struggling to achieve financial freedom. I’m thrilled to have Asian Money Guide come to life and hope that in the next year, we can empower women all over Asia to be bold and confident in taking control of their career and investment paths,” shares Roshni Chugani, Director of AMG.

And the response to the portal has been fabulous.  “I love Asian Money Guide – it’s perfect for someone like me who’s not so familiar with the different financial products out there. It’s become my one-stop shop for all things finance, recommendations, tips and advice,” says Danni Siew-Stevens, a sales manager living in Singapore.

Knowledge creates impact only when it’s shared and applied. I am excited to share my experiences and what I know on a platform aimed at empowering a generation of women who are chasing their career and financial aspirations. This helps in creating a more equal world” – Joelle Pang, AMG fairy godmum

See for yourself what all the buzz is about at

The largest parenting portal in the region,, has recently crossed the 2.5 million monthly unique visitors from Indonesia mark, officially earning the title of #1 among Indonesian parenting websites.

Published in Bahasa Indonesia, theAsianparent content speaks to the modern Indonesian mum with topics ranging from pregnancy and breastfeeding, to child care tips, relationship advice, household management, leisure & entertainment, fitness/health, and the latest in parenting news and trends.


The news comes at an opportune time as theAsianparent (TAP) Indonesia has officially registered its office in Indonesia, under the name PT Tickled Audience Platform. The launch event was held at Block 71 Jakarta last September 13, 2017.

Roshni Mahtani, Founder and CEO of Tickled Media, with João Pedro Príncipe, CEO of, at the PT Tickled Audience Platform (theAsianparent Indonesia) launch


It was here that the 2017 Indonesian Digital Mums Report was revealed. The report is based on in-depth market research data from over 1,000 mums living in Jakarta, Greater Jakarta, Bandung, Surabaya, and Medan, on the latest digital characteristics of and emerging trends in the Indonesian mum’s online behavior, Internet consumption, and social media habits. A copy of the report can be found here.

“Across the region, mums hold the position of Chief Household Officer, making strategic, operational, financial, and everyday decisions for the well-being of the family  – an underrated yet extremely vital role,” shares Roshni Mahtani, Founder and CEO of Tickled Media, the company behind theAsianparent. “It’s imperative that we keep learning about our Asian digital mums, to better understand and connect with this powerful audience.”

Another highlight was the introduction of theAsianparent TAPfluencer Network, a circle of parent influencers who, together, bring forth various perspectives on the local parenting scene. The network has a collective reach of 6.1 million users across Asia  ⎼ 2.4 million on Facebook and 2.5 million on Instagram, to name a few of the platforms.

TAPfluencer and proud mum of two, Grace Melia (@grace.melia), shares, “theAsianparent Indonesia is an informative yet fun source of parenting and family reads. I love the various topics – light and easy. Jadi bacanya nyantai tapi infonya tetep dapet [The tone/language is light, but won’t let you miss out on any important information.] Asked to join the TAPfluencer network, I could only say… hey, why not?”


Due to its rapid growth in the country, theAsianparent Indonesia will now operate under PT TICKLED AUDIENCE PLATFORM, offering end-to-end services to brand clients focused on the family category: from market research to content creation, KOL collaboration, video production, display advertising, social media + email marketing, and sponsored/bespoke on-ground events.

For collaborative projects, advertising opportunities, and job openings, interested parties may contact the team via +62811 2018 203 and [email protected].


theAsianparent (TAP), the largest parenting portal in the region, has gathered 110 (and counting!) influencers across Southeast Asia to establish the ‘TAPfluencer network’, the first of its kind.

Composed mostly of mumfluencers, a handful of dadfluencers, as well as thought leaders, the network has a collective reach of 6.1 million users across Asia: 2.4 million on Facebook and 2.5 million on Instagram, to name some platforms.

Connecting the right influencers with brands they truly believe in, the network benefits its members, marketers, and theAsianparent audience alike, through engaging content coming from the TAPfluencers’ real mum/dad perspectives.

As they test products and take part in campaigns and events, TAPfluencers will be able to gain unique brand experiences to share with those in the same parenthood stage – from expecting a baby all the way to raising a pre-teen.

The list of TAPfluencers was debuted during the launch event last September 9, 2017 at the Tickled Media headquarters. Members of the TAPfluencer network were in attendance to take part in the momentous event.

Mumfluencers Pooja and Ashlyn with their tots plus Tickled Media Founder and CEO, Roshni Mahtani, and Project Lead Minoli Almeida.


Leading the TAPfluencer project is Minoli Almeida, who has been a Community Manager with the company for the last 4 years. Her new role encompasses discovering, training, and connecting the TAPfluencers. Some of whom are:

Pooja Kawatra | | SINGAPORE

A full-time working mum of two, she believes that “Tough times don’t last but tough people do.” Diagnosed with Non-Hodgkin’s Lymphoma when her eldest was 9 months old, she beat the disease and now helps others through the Singapore Cancer Society.



Malaque Mahdaly | @malaquemahdaly | SINGAPORE

A TV personality and mum of one with another on the way, Malaque is known to many as the wife of rapper, Syarif Sleeq. Together, they run their hit food business, Chulop! churros, which they call their ‘first baby’, borne of Malaque’s baking prowess and delectable homemade recipes.



Feliz and Jay Lucas | | PHILIPPINES

The young parents’ unwavering faith and strength during their heartbreaking struggle with late daughter Courageous Caitie’s rare medical condition, inspired many throughout the region. They are blessed with a new angel in their lives, and are stronger than ever as a family.



Arcee Miranda | | PHILIPPINES

She’s the woman behind ‘modern mommy lifestyle blog’, The Bag Investigator, which provides tech, beauty, and food updates and informative reviews on bags – from latest releases to spotting fakes. She also incorporates her parenting takeaways and motherhood milestones into the blog.



Yuyu Zulaikha | | MALAYSIA

The beauty-blogging mum of two has long been influential in the lifestyle circles of Malaysia. With her transition to motherhood, she shares tips on staying gorgeous, despite the demands of child-rearing.



Umei Teh | | MALAYSIA

Every mum’s fitspiration, she is the brains behind Cikipedia, a blog that shares her secrets on staying young and fit, especially as a new mum to baby Luca. She is also a practicing Pharmacist (UK) and a Certified Fitness Nutritionist (NASM).



Falla Adinda | | INDONESIA

A doctor, wife, and mum, she is the author of Heart Emergency Book and Save My Soul. Fondly known as ‘Doctor Duck’, she describes herself as a “Doctor for people”, sometimes even answering her followers’ health concerns over social media.



Nina Zatulini Chandra | @ninazatulini22 | INDONESIA

Of the many roles she’s played on the big and small screens, perhaps the one she enjoys most is her current one as mother to the adorable Kenzie. She is married to dadpreneur Chandra Tauphan Ansar.



Prae Nartnooth | | THAILAND

Mummy Prae takes pride in balancing work and family life. She tackles common parenting problems and shares a ‘Mummy Guide’ featuring tips on childcare, alongside lifestyle stories and updates.  



Air Jariyaporn | | THAILAND

Sharing her musings on motherhood, Mummy Air blogs her stories, photos, inspirations, and experiences as a young mother, covering topics ranging from pregnancy and breastfeeding to preschool, as well as home/parenting tips.



A few TAPfluencers share their thoughts:

“It’s a great honor to be part of the TAPfluencer network, to be able to collaborate with theAsianparent – an organization that makes a great difference in the parenting circle, helping to improve the lives of children and parents everywhere!” – Milton Goh,

“It takes a village As a family who has braved infertility, childlosses, and navigated the adoption labyrinth, we are most privileged to be invited to join the TAP influencers circle where we can network, enlarge our influence and use our experience to build many other parents up in this Asian Parent community.” – Angeline Sim,

“It’s exciting to be considered a TAPfluencer. It’s opened doors for my family and I to experience kid-friendly product and fun family events, and best of all, everyone is so supportive and friendly to each other. We all LOVE what we do, and it shows!” – Beverly Burgess,

To know more about and especially to join the TAPfluencer network, visit

theAsianparent would like to thank our partners for the TAPfluencer launch event: Elsie’s Kitchen, L’Oreal, LOL Party Animals, Dreams and Doodles, Scotch-Brite, Curél, MegRhythm, Dashen, Comfort, Breeze, Vitagen, Hugi, and Vagisil.

Tickled Media, the company behind /, the largest parenting portal in South/Southeast Asia, and social network app, ParentTown, has its sights set on the rapid growth of both its current 11 million monthly user base and already massive regional stamp with offices/presence in Singapore, Thailand, Hong Kong, India, Indonesia, Malaysia, Philippines, Sri Lanka, and Vietnam. To meet its aggressive targets, the tech company has brought two veterans and one hotshot into its leadership team.

From L-R: Zafar Anjum, Adrian Watkins, Toshak Jethwani


Adrian Watkins

Founder and Managing Director of data, tech, and marketing consultancy firm PerformanceAsia, and Board member of the Asia Content Marketing Association (ACMA), Adrian Watkins signs on as Head of Data and Strategy, to level up Tickled Media’s client engagements, internal campaign delivery processes, and data driven efforts.

With a proven corporate track record within world class organisations such as Virgin, News Corporation, and CBS (company acquisition, business development, product & market launches, monetising existing and new territories, consistently exceeding targets of $MM), Watkins’ primary task at hand is to improve operation processes in the company.

Watkins has almost 20 years of experience across media, commercial, content, sales, marketing, data, adtech / martech and digital transformation within brands, publishers and agencies.

Zafar Anjum

Founder of two startups, Kitaab International and Filmwallas, former Head of Content Services for Ying Communications and prior to that, Online Editor at Executive Networks Media (formerly Fairfax Business Media, Australia), Zafar Anjum joins Tickled Media as Regional Head of Branded Content. In this role, he oversees client campaigns on the publishing assets of Tickled Media.

Anjum’s career spans two decades as a journalist and writer. As a journalist, he has worked with respected media organisations such as Encyclopaedia Britannica and MediaCorp, among others. He’s a bestselling author, essayist, screenwriter, and tech contributor. He’s also a publisher, media consultant and trainer/mentor, and a father of two.

 Toshak Jethwani

Formerly the General Manager for Media (APAC) at Brightcom and Commercial Manager at InSkin Media prior to that, Toshak Jethwani is now Head of Sales, Singapore and Malaysia, at Tickled Media.

In his role, Jethwani is expected to double the firm’s year on year revenue by focusing on Tickled Media’s proprietary market research service, where the firm is able to conduct hyper-targeted end-to-end market research and insights projects in under 7 days. He will also implement internal efficiency measures such as restructuring the sales team and their roles alongside streamlining the sales process.

Tickled Media Singapore Team

Let me tell you how my company started – it was in New York City, with a 3-year-old.

I was babysitting an adorable toddler who was fascinated with where I came from – what Singapore was like, how we dressed, what we ate – and wanted to prepare some Singaporean food for her.

Back home, it would have been a quick phone call to my mum; but when I googled “Can you give a 3-year-old durian,” I realized that these things just weren’t being written about. 6 years later, is the largest parenting portal in Southeast Asia.

That’s the first benefit of going out of your comfort zone to better your career:


Why spend all day holed up in a room thinking up the next big thing for the Singaporean market, when it may already have been invented somewhere else? There are millions of people you haven’t talked to, so many places that could inspire you, just waiting out there.

When I heard that the NTUC and the Economic Development Board (EDB) joined forces to launch the U Future Leaders Programme with the objective of giving promising Singaporeans international exposure and training, I was ecstatic for the young execs who would be chosen for its pilot run.

I’ve always been thankful that our education system allowed me to learn a lot about our neighbouring countries. I got to travel to Thailand, Indonesia and Malaysia through school; thus I felt very comfortable setting up offices in these markets years later.


Ouch. That was a tough lesson to learn for a then bright-eyed entrepreneur like me. But I gained SO MUCH from living in Mumbai and Kuala Lumpur for those respective expansions.

You can read as many trend reports as you want, but nothing can replace getting to know a market by being one of its consumers.

Being in the trenches with my team helped me see how wonderfully unique each market was, and these differences most always boiled down to history and culture (both traditional and pop).

This made me see the importance of adapting not just to your local consumers, but also to your local teams. One last lesson:


Over the years and the many markets I’ve handled, I’ve come to realize that the most important role of a CEO is to mentor and help develop the team working with you – to help stretch them so they can achieve their dreams along with those of the organization.

There’s no one-size-fits-all style of leadership when it comes to running a regional company; and if you think about it, learning how best to communicate with and motivate as many types of people as you can is a skill you’ll find advantageous in any workplace nowadays.

So go out there and meet as many people as you can – learn from them, learn about them, grow with them. See the world and come back a better leader. Can’t think of a more fun way to do it too. #HowIGotHere

Earlier this week, Tickled Media participated in Linkedin’s “Bring In Your Parents Day”. Now in its third year running, BIYP was initiated to help parents better understand their children’s occupation, and in turn be more equipped to give or help with career advice.


Being a digital parenting company, we wanted to try and implement the same philosophies that drive our work into this event. We decided to ask the team to bring their parents into work over digital platforms that the company uses day to day.

The response was great, staff spent the afternoon introducing parents to the our space and team! Isaac Kwok, Marketing Assistant said “My dad works in Oman, so it was great to have the opportunity to introduce him to my work and my colleagues. Before our call, I had no idea that he knew so little about what I spend my days doing!”.

In addition to ferrying parents around on our phones and laptops, the team was encouraged to go a step further and trade phones to find out more about their colleagues from their life givers.


Dr. Alexandra Beauregard’s “Lighthouse Parent Study” suggests that more than half of parents have little to no knowledge of what their child does at work. 59% of Singaporean employees believe that their parents skills and knowledge could benefit them professionally. However this information is not transferred because parents feel that either their advice is not needed or that because the working world has changed so much their experiences are no longer relevant.


Rico Wyder, theAsianparent’s Country Manager for Singapore, says “In this part of the world especially, parenting continues even after a child as ‘grown up’ and joined the workforce. It was certainly an interesting experience for our team, and we’re looking forward to making this a yearly event.”.


A new survey from reveals that Filipino moms increase their use of the Internet once they become mothers, are increasingly mobile-first and are primary decision makers for household purchases.

Manila, October. 23, 2015 –It was a day of fun, learning and meaningful interaction as theAsianparent Philippines unveiled the much-awaited results of the Philippine edition our annual Asian Digital Mom Survey.

Our CEO Roshni Mahtani, all the way from Singapore, graced the event with her presence.

Country Manager of theAsianparent Philippines and Regional VP of Strategy and Client Services Ameetess Dira presented the results of the survey,

Regional Head of Content Carla Casanova-Perlas and Content Director and Special Projects Lead Dazzle Ng Sy facilitated a fun rapid fire question and answer portion which was a great way to get to know our new Parenting Advisory board who accomplished in their careers but as well as a passion for parenting, making it their advocacy.


6 Highlights from the Philippine Edition of the 2015 Annual Asian Digital Mom Survey 

According to the latest Annual Asian Digital Mom Survey, run by, a notable 83% of mothers in the region consider themselves the primary decision makers in the household. As the key influencers of their respective homes, they often control product choices, domestic arrangements, and even life-changing family decisions.

Here are six insights on the Filipino digital mom:

1. She’s the leader of the digital pack
Held for the second year, theAsianparent Asian Digital Mom Survey paints the picture of a highly connected, modernized Filipino mom. In fact, out of the six countries surveyed (Philippines, Singapore, Thailand, Indonesia, Malaysia, and India), the Filipino mom leads the digital pack and is noted to be the most active on Facebook groups, forums, and online communities.

2. She’s a social animal
An astounding 22% of these active mommies even admit to interacting on these online communities multiple times per day. This comes as no surprise, as 63% of Filipino moms spend one to six hours on the internet for work, and engagement seems almost second nature.

3. She strives to better herself as a parent and homemaker
Even after-hours, the Filipino mom is still online, with 49% of them even more active on social media past seven p.m. It seems that as the chaos of the home quiets down, Filipino moms find solace on digital space. She devours parenting tips foremost, with a whopping 98% seeking out tips and tricks to be the best parents and raise happy, healthy children. The parenting topic is followed closely by cooking and baking, sought out by the domestic divas of the household. The Filipino mom’s thirst for knowledge can’t be quenched as 66% continue on to education and enrichment tips.

4. She opts for screen time over face time
Because the Filipino mom’s day is often booked with appointments and family engagements, she hardly has time to meet up with other moms to discuss the tales and travails of motherhood. In fact, only 12% have the luxury of bonding face-to-face with other moms. The rest or a substantial 77% of Filipino moms interact with other moms online through various communities and social platforms.

5. She seeks out parenting advice online
A good 84% of Filipino moms regularly gather online advice from friends and family members in their online network. Similarly, a close 82% of Filipino moms trust parenting websites to curate advice for them and offer them the best solutions for their mommy concerns.

6. She prefers digital over traditional media
After becoming a mother, Filipino moms admit that the faster, more accessible digital media is more aligned with their busy lifestyle. In fact, because the Filipino mom’s days are packed and her schedule full, she’s able to both gather information and find some me-time when she is online. Figures show that upon becoming a moms, 30% decreased their television consumption, 47% lessened their magazine me-time, and 54% broke their broadsheet habit. With the ability to filter, specify, and choose the information she needs through digital platforms, Internet search increases exponentially for 75% of new moms.

Overall, the Filipino mom is online and that’s where you need to talk to her to affect her wants, her household, and her life. As such, theAsianparent is the best medium to reach the digital mom and the right voice to use to influence her.

Survey goals and methodology:

The goal of The Asian Digital Mom Survey was to bring into focus the habits of moms in this region and to help brand marketers better understand the behavior of this high potential, attractive market segment.

Spanning six markets in Asia, the research findings include Singapore, Thailand, Indonesia,  Malaysia, Philippines, and India.  The survey documented the behavior of 2,700 mothers who have kids up to the age of 16 and explored what media and social channels she is using, what makes her share content with other moms, and what influences her purchasing behavior.




AsianParent Photo Booth1

asianparentcollage2PicMonkey Collage

Click here for more photos of the Digital Mom Report 2015 event in Manila, Philippines!

Singapore, 23 September 2015

98% of Singaporeans surveyed think it is important not to expose their families to harmful chemicals, but an overwhelming majority are potentially doing so every day, according to the Household Cleaning Products Survey 2015, conducted by theAsianparent in collaboration with homegrown eco-friendly home cleaning brand bio-home.

400 Singaporean families were surveyed, and a great portion of them revealed that they were unaware of a possible serious health hazard in their home – household cleaning products! Many respondents were unaware that these contain chemicals that may cause cancer, reproductive issues and other serious ailments.

A look at the key findings:

  • 74% believe that green products would be safer for their families;
  • Only 30% of the surveyed Singaporean families use green cleaning products, and 80% of them do so as they believe it would be safer for their family;
  • Of the families who don’t use green products, 62% say that they are not aware of any green brands in the market;
  • 80% believe green household cleaning products are as effective as normal cleaning products.

What drives buying decisions of household cleaning products?

When families purchase cleaning products, respondents cited ‘cleaning effectiveness’ as the top consideration, while ‘price and promotions’ ranked much lower at 28%. For many families however, it’s clear that cleaning products can cause problems – ranging from skin irritation from frequent contact with the products to causing nose and throat problems.

Given the potential downsides of cleaning products, it’s no surprise that the top reasons respondents said they purchase green products is for family safety (80%), non-toxic formulae and natural ingredients (75%), followed by health benefits.

In fact, given an option to go green, 77% of the surveyed Singaporeans are willing to pay a price premium of $2 and above to ensure that their cleaning products are eco-friendly and childsafe.

Key takeaways

Sulina Tsai, Marketing Director of Lam Soon, of which bio-home is one of their brands, says, “The survey provides us with great insights into local perceptions of green cleaning products; we hope the respondents benefited from it as well and went away with a deeper understanding of the possible associated health dangers in their regular cleaning products.

bio-home wants to change consumers’ perception of green products. Some think they are less effective cleaning agents and more expensive than normal products. But in fact, green products are often developed to provide effective, if not better, cleaning capabilities than normal cleaning products while remaining quite affordable for the average Singaporean family.”

Ameetess Dira,’s Regional VP of Strategy and Client Services, said, “It seems that the lack of awareness of green alternatives is preventing many people from switching. It’s important that mums understand that going green is a great option. Safer products for their households, especially given the potential negative side-effects of regular, everyday cleaning products, is an option we’d like more mothers to be aware of.”

household cleaning products

Household Cleaning Products v/s Green Cleaning Products: Understanding the pros and cons