In the age of 24/7 convenience, wet markets are upping their game to stay relevant
From cooking advice to conversations with familiar faces, wet markets offer more than a place to buy ingredients for meals or household items. The challenge is keeping that experience relevant to a new generation.
Wet markets, once bustling hubs of commerce, are undergoing a transformation to stay relevant in the age of 24/7 convenience. Singaporean rapper and writer Andre Frois, 41, is a staunch supporter of wet markets, valuing the sense of community and access to unique ingredients unavailable in supermarkets. Frois, who shops at wet markets at least once or twice a month, highlights his difficulty finding fresh herbs and spices like buah keluak and rempah in supermarkets, which he must purchase in powdered form instead.
However, wet markets are facing challenges as younger generations prefer supermarkets and delivery services, with only 39% of Singaporeans aged 18-69 visiting wet markets in 2018, up from 33% in 2016 and 23% in 2014. Concerns about the future of wet markets led to a parliamentary question in October 2022, asking if measures were in place to attract younger stallholders.
Despite these challenges, some wet markets are adapting to modern tastes. New stalls in wet markets offer vintage picture books, high-quality coffee, and premium produce like kale, wagyu beef, and Italian herbs. Some stallholders have begun offering mobile ordering, delivery services, and concierge support, turning wet markets into community hubs. Wet markets are not dying but are evolving into spaces where shoppers can access fresh, premium ingredients, expert advice, and other services.
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