Singapore: FairPrice reinvigorates private label range

Date : 08 October 2019

Singapore’s leading retailer, FairPrice, plans to refresh its private label range of products. The first phase of the refreshed range will be launched today (8 October) across all FairPrice stores.

Higher interest in private label products

Shoppers are recognising the value that private label products provide. According to studies by done by the retailer, three in four shoppers are open to purchasing private label products ranging from staples to food and non-food items.

Ms Grace Chua, Managing Director and Deputy Head of Products, NTUC FairPrice, said, “our research shows that consumers want access to affordable products but they also want more than just the basics. They also want choice, quality, healthier products and convenience. We see this as an opportunity to re-imagine our housebrand products.”

First phase of refreshed products launched today

Source: IGD Retail Analysis

FairPrice private label products are sourced from over 55 countries around the world. The retailer has more than 2,000 products that will be given a new look over the next year. 30 popular products are relaunched in stores today, including FairPrice Olive Oil, Green Tea, Thai Hom Mali Rice and 100% Pure Honey. Another 300 new products will be introduced over the next 12 months to meet consumers’ evolving needs.

Delivering quality and value

Source: IGD Retail Analysis

FairPrice works closely with Singapore Food Agency to ensure that all products meet stringent quality standards. Many products are sourced directly from farmers or producers with regular checks for safety and hygiene. While every effort has been made to develop high quality products, they are priced at 10-20% lower than comparable national branded products. By sourcing directly and minimizing advertising costs, the retailer can pass on the savings to shoppers.

Providing healthier products

Source: IGD Retail Analysis

The retailer has been reformulating FairPrice products to support shoppers’ need for better quality food:

  • Removal and reduction of trans fat: more than 200 products are trans fat-free including Asian sauce, cereals, chicken nuggets and peanut oil
  • All food products will be free from partially hydrogenated oil (PHOs) by June 2020
  • More than 200 products ranging from canned food to dairy products have been certified by the Health Promotion Board with the Healthier Choice Symbol. These products are lower in fat, saturated fat, sugar and sodium

Shopper engagement will be held in-stores

Source: IGD Retail Analysis

As part of the media launch event, celebrity chef Eric Teo was invited to introduce the different food products. He used the ingredients to create delicious canape for invited guests. Shoppers will also be able to experience the quality and value of FairPrice products through in-store sampling.