NTUC FairPrice to Add More Housebrand Products to Its Range

If you go to NTUC FairPrice often to do your grocery shopping, then you may already know that the supermarket carries its own housebrand range of products. Today, it has over 2,000 housebrand products ranging from staples and fresh food to non-food items.

To better meet your needs as a consumer, FairPrice announced on 8 October 2019 that it will be refreshing this range by giving it a new look and introducing 300 more new housebrand products in the next 12 months.

The first 30 products of the refreshed FairPrice housebrand range have already been launched and are now available at all stores. These products include Thai Hom Mali rice, olive oil, green tea, facial tissue and potato chips.

These items come with a redesigned package, which according to FairPrice, is “designed to better reflect the quality attributes of its products, country of origin and nutritional value, to help consumers make better informed purchase decisions.”

To complement the new packaging, FairPrice will hold engagement activities at their stores to let customers sample and experience the quality of the housebrand products.

FairPrice Managing Director and Deputy Head of Products Grace Chua said: “FairPrice housebrand products were introduced 34 years ago to help families stretch their dollar without compromising on quality. They also helped keep prices of daily essentials in check. To continue to fulfil our social mission, our housebrand products must remain relevant to the evolving needs of consumers.”

FairPrice housebrand products are sourced from 55 countries around the world, including Singapore, Italy, Australia, Canada and Japan, and are certified by internationally recognised food safety and quality standards such as HACCP and ISO 22000.

Consumer Study

A study done by FairPrice in the past year showed that three in four shoppers are open to purchasing housebrand products, ranging from staples and fresh food to non-food items.

Additionally, the study found that consumers who purchased housebrand products are also not limited to any consumer profile, where shoppers from low to high income households would consume housebrand products.

FairPrice also did a separate study that involved home visits, shop-along sessions and in-depth interviews among low- and medium-income households who earned less than $3,600 a month.

That study showed that price wasn’t the only determining factor for a purchase. Quality and health were also considered.

Besides assuring the quality of its products through best sourcing, the housebrand products are priced 10-20 per cent lower than comparable national branded products.

“To continue to fulfil our social mission, our housebrand products must remain relevant to the evolving needs of consumers. 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,” said Ms Chua.

Share this story: