FairPrice Group honoured at FMCG Asia Awards 2025 for homegrown excellence
The retailer strengthened consumer trust through value-led campaigns and innovative launches.
FairPrice Group received recognition at the FMCG Asia Awards 2025 after winning in the categories of Home Brand of the Year - Singapore and Product Launch of the Year - Singapore. Together, these results point to steady gains in its HouseBrand portfolio and product relevance for Singaporean shoppers. This achievement reaffirms FairPrice Group’s commitment to delivering affordable products that make every day a little better for Singaporean shoppers.
Building brand equity through value and quality
For Home Brand of the Year - Singapore, FairPrice Group detailed the progress of its FairPrice HouseBrand, a name that has evolved since its 2019 relaunch through four defined areas: brand equity, value leadership, portfolio, and product. In 2025, these pillars were reinforced through two national campaigns, ‘Bestsellers for Less’ and ‘Celebrate with FairPrice’. Each campaign centred on the company’s core offering, comprising daily essentials and affordable indulgence products positioned for broad consumer reach.
The initiatives recorded outstanding sales uplift and the highest Brand Equity Index amongst Singapore’s key retailers. The brand’s expansion strategy introduced new variants catering to health-conscious consumers and those seeking variety. Low-sodium salt, no-sugar kaya, and extended breakfast assortments were added to the lineup.
Products such as Matcha Latte, Hazelnut White Coffee, and Scented Gel attained leading positions in their respective segments. Sales across the FairPrice Supermarket, Hypermarket, Finest, and Online formats demonstrated consistent consumer acceptance, supported by category strength and regular demand.
Celebrating national pride through product innovation
FairPrice Group also received Product Launch of the Year - Singapore for SG60 Potato Chips, a commemorative range developed to mark Singapore’s 60th year of independence. The collection featured three local flavours: Black Pepper Crab, Laksa, and Kopi, drawn from iconic hawker dishes recognised across generations. Within three months, the SG60 launch achieved outstanding sales results and drove retail growth and excitement in the potato chips category.
The accompanying campaign was comprehensive in scope, spanning digital video releases, in-store activation, and direct sampling. Media partnerships exceeded 100 collaborations, which reported on product performance and flavour authenticity.
Making every day a little better
Through its Own Brands business, FairPrice Group focuses on delivering quality, affordability, and accessibility to consumers. Through the FairPrice HouseBrand, the Group does not just offer customers a wide range of products, including daily essentials and affordable indulgence snacks, it also strives to be at the forefront of product innovation, growth, and making retail more exciting for consumers.
FairPrice HouseBrand will continue to help consumers enjoy more quality for less, ensuring that every day is made a little better for all.
The FMCG Asia Awards, organised by Retail Asia, recognises companies that have made a significant impact on the fast-moving consumer goods industry. It celebrates the excellence of those who consistently deliver exceptional products, drive innovative initiatives, and execute remarkable projects.
The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. For more information about the awards programme, you may contact Shela Ramos at +65 3158 1386 or [email protected].
