FairPrice Group has launched a 12-week promotion focused on its private label range in Singapore, offering discounts of up to 36% on key household essentials as part of its Best Sellers for Less campaign running from 19 March to 10 June 2026.
The campaign will feature six deals each week across high-volume own brand products, including rice, cooking oil, facial tissues and frozen processed foods.
The initiative centres on FairPrice’s Own Brands portfolio, which includes more than 3,500 products and is positioned at prices typically 10 to 15% lower than branded alternatives.
The retailer said own brand products now lead in nearly half of the 70 categories where they are present. Current shopping patterns also show that one in two customers include at least one private label item in their basket.
The promotion builds on a broader push by the group to keep essential grocery items affordable as cost pressures continue to affect household spending.
Since the start of 2026, FairPrice has introduced several pricing and support measures. These include return voucher programmes, seasonal price freezes on selected fresh categories, and community distribution initiatives during major festive periods.
The Best Sellers for Less campaign returns for a second year, focusing on high-demand items that performed strongly in 2025, including staple grocery lines and packaged snack products.
Why it matters
For the Singapore supermarket sector, the campaign shows how retailers are using private label ranges as a primary tool to manage pricing pressure while maintaining volume.
In the private label market, the scale of FairPrice’s portfolio and its penetration across baskets underline how own brands are moving from value alternatives to core category drivers.
For suppliers across the Asia FMCG market, increased focus on retailer-owned brands creates additional competition in key categories such as staples, household goods and frozen foods, while also reshaping shelf space allocation.
What happens next
The campaign will continue through to June 2026, with weekly deal rotations expected to maintain footfall and basket frequency.
Further pricing initiatives and private label expansion are likely as retailers across Singapore respond to ongoing inflation and changing consumer purchasing behaviour.
