One of the reasons our favourite Critically Endangered species still faces an uncertain future is due to the increasing demand for its horns in the traditional Chinese medicine trade. Singapore is a major hub for the global trade and an important consumer country, with saiga horn products widely available in the domestic market.

However very little research has been done into the demographics of the consumers, their motivations and beliefs behind why they consume the product, and in what forms they prefer it. The authors hope that this study can be used to guide and inform future research underlying behaviour change interventions in a relatively understudied but important consumer group, Chinese Singaporeans.

A new study 'Exploring saiga horn consumption in Singapore', conducted by Meryl Theng, Jenny A. Glikman, and E. J. Milner-Gulland showed that younger respondents (18-35 years) consumed saiga products the most.

Products they consumed the most included bottled saiga horn cooling water, horn shavings and tablets. Consumers believe that saiga horn products are believed to be effective in reducing fevers, detoxification, assuaging epilepsy, and benefit the liver.

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