How FairPrice is deepening consumer relevance through Own Brands

PRIVATE labels and own brands now dominate supermarket shelves, appearing in almost every product category. As stubborn inflation and economic uncertainty persist, demand for such products continues to rise. House brand products are seen as cost-effective alternatives for daily essentials.

Recent reports found that nine in 10 Singapore shoppers bought house brands in 2024, and private label sales accounted for 8 per cent of global fast-moving consumer goods growth between 2024 and 2025.

As Singapore’s largest retailer, we have seen this first-hand. Our Own Brands business, comprising FairPrice house brand products and private labels, was first established 40 years ago to provide Singaporeans with affordable daily essentials like rice and oil.