FairPrice

What FairPrice does

FairPrice (NTUC FairPrice) is Singapore's largest supermarket cooperative, founded in 1973 by the National Trades Union Congress with a stated social mission to moderate the cost of living. The company operates an omni-channel retail platform spanning 370+ outlets across multiple formats — FairPrice supermarkets (mainstream), FairPrice Finest (premium), FairPrice Xtra (hypermarket), Cheers convenience stores, FairPrice Xpress, FairPrice Shop, and Unity pharmacy — plus the fairprice.com.sg e-commerce portal and mobile applications on iOS, Android, and Huawei. FairPrice serves more than 500,000 shoppers daily, offering groceries, fresh food, household essentials, health and wellness products, private-label housebrand items, and an integrated loyalty ecosystem built around Link Rewards, the Digital Club subscription membership, and Just Wine Club.

The business operates on multiple revenue streams: physical retail sales, e-commerce sales, Digital Club subscription recurring revenue (S$9.99/month or S$95.88/year with a 30-day free trial), housebrand/private-label products, and supplier promotional services. Customer segments span general Singapore consumers, NTUC union and Link Rewards members, seniors, Pioneer/Merdeka Generation cardholders, and CHAS Blue cardholders. Pricing is value-led, anchored by an Everyday Low Price scheme freezing prices on 50 essential items monthly, weekly Price Drop Buy Now discounts of up to 50%, and additional discounts for NTUC members, seniors, and government cardholders.

Technology investments include AI-powered smart trolleys using computer vision for product recognition and automatic checkout (with 1,300+ units planned by end-2026) and a digital intelligent supply chain network being built with Fuller Technology. The company is part of the NTUC Enterprise social enterprise cluster; FairPrice-specific revenue is not publicly disclosed, though parent NTUC Enterprise reported revenue of S$8.2 billion under its prior chairman's 13-year tenure. The current chairman of NTUC Enterprise is Tan Hee Teck, who succeeded Lim Boon Heng in October 2025.

Name

FairPrice

Legal name

NTUC FairPrice

Website

https://fairprice.com.sg

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

FairPrice is Singapore's largest supermarket cooperative, founded in 1973, operating 370+ outlets across supermarket, premium, hypermarket, convenience, and pharmacy formats plus e-commerce. It serves over 500,000 daily shoppers with groceries, household essentials, and pharmacy products under the NTUC social enterprise umbrella.

Ownership category

akta.pro rank

Product category

Grocery Retail

NAICS

General Merchandise Retailers (455), Food and Beverage Retailers (445)

SIC

Retail-Misc General Merchandise Stores (5399), Retail-Variety Stores (5331)

akta.pro primary industry

General Online Grocery (Full-Basket) (CRAHAIAA)

akta.pro secondary industry

Extreme Value General Merchandise Discounters (CRAEAAAE)

Keywords

• Grocery retail
• Online grocery delivery
• Supermarket chain
• Loyalty programs
• Private label brands

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Revenue model

1. Physical Retail Sales: Revenue from sales through physical retail stores including supermarkets and convenience stores across multiple formats
2. E-commerce Sales: Online grocery delivery through fairprice.com.sg and mobile app
3. Digital Club Membership: Subscription-based loyalty program offering exclusive benefits including free delivery on orders above S$59, 2X Linkpoints, and member-exclusive promotions. First 30 days free trial.
4. Housebrand/Private Label Products: Revenue from FairPrice's own housebrand products including rice, tissues, frozen foods, and other essentials
5. Promotional Services: Supplier promotions, promotional fees, and marketing services for brand partners

Pricing tiers

Go-to-market motion1 record

Distribution channels8 records

Marketing channels9 records

Core offering

FairPrice operates as a multi-format grocery retailer in Singapore, selling groceries, fresh food, household essentials, and health products through more than 570 physical outlets spanning supermarkets, premium stores, hypermarkets, convenience stores, express stores, and Unity pharmacies. The company also runs an online grocery delivery platform at fairprice.com.sg and a mobile app, complemented by housebrand products, an integrated loyalty ecosystem (Link Rewards and Digital Club subscription), and Trust credit card partnership savings of up to 21%.

Product overview

FairPrice operates as a multi-channel retail platform consisting of physical supermarket stores (FairPrice Supermarkets, FairPrice Finest premium format, FairPrice Xtra hypermarket, Cheers convenience stores, FairPrice Xpress), an e-commerce portal (fairprice.com.sg), Unity pharmacy, and mobile applications for iOS, Android, and Huawei. The company offers private-label housebrand products alongside national brands across grocery categories. Its loyalty ecosystem includes Digital Club membership, Just Wine Club, and Link Rewards points program. Recent technology initiatives include AI-powered smart trolleys with computer vision for automatic checkout, with over 1,300 units planned for deployment by end-2026.

Differentiator

Problem solved

Functional benefit

Products and services

• FairPrice Supermarkets Mainstream supermarket stores across Singapore offering groceries, fresh food, and household essentials at value pricing.
• FairPrice Finest

Quantifiable outcome

• 80% increase in shopper spending with AI trolleys
• +4 more outcomes

Named customers6 records

Segments6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature3 records

Partnerships

Two partnerships are on record, tiered minor and core.

• KopitiamminorGTM or Marketing Partner · 30 April 2026FairPrice Foundation partnered with Kopitiam to provide 50-cent hot kopi and teh deals at 70 Kopitiam outlets islandwide from May 1 to 31. This initiative is part of efforts to help Singaporeans manage rising costs stemming from global supply chain disruptions, offering affordable beverage options during a period of economic uncertainty.
• Fuller TechnologycoreTechnology or Integration · 8 April 2026Fuller Technology partnered with FairPrice to build a digital intelligent supply chain network for Singapore's largest supermarket chain. The digital transformation initiative aims to strengthen FairPrice's supply chain competitiveness and deliver more stable, efficient, and higher-quality retail services to Singapore consumers. Fuller Technology stated it will continue supporting retail enterprises across the Asia-Pacific region with its supply chain solutions.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Don Don Donki: Japanese discount retailer that has rapidly expanded physical stores in Singapore offering Japanese groceries and lifestyle goods at value pricing. Competes with FairPrice for value-conscious shoppers and impulse purchases.
• Giant Singapore (Dairy Farm Group): Hypermarket chain in Singapore operated by Dairy Farm Group, directly competing with FairPrice's hypermarket (FairPrice Xtra) and value-supermarket formats in groceries, fresh produce, and household goods.
• Sheng Siong Group: Singapore-listed supermarket operator with ~70 stores primarily in heartland neighborhoods. Directly comparable to FairPrice as a Singapore-focused value supermarket chain with comparable fresh-produce and household-goods assortment.
• Cold Storage (Dairy Farm Group): Singapore supermarket chain operated by Dairy Farm Group, the regional incumbent that also runs Giant, CS Fresh, and 7-Eleven. Directly competes with FairPrice in the mainstream and premium supermarket categories.
• Prime by Amazon: Amazon's online grocery delivery service in Singapore, referenced directly in FairPrice's own promotional materials. Competes head-to-head with FairPrice's e-commerce platform on full-basket online grocery delivery.
• RedMart (Lazada Group): Online grocery storefront operated within Lazada's Singapore marketplace. Directly competes with FairPrice's e-commerce offering on full-basket grocery delivery and household essentials.

Broad incumbents

• Lazada Group: Major Southeast Asian e-commerce marketplace owned by Alibaba, hosting RedMart grocery alongside a broad general-merchandise assortment. Competes with FairPrice on online grocery convenience and pricing across Singapore.
• Shopee Singapore: Leading Southeast Asian e-commerce platform operated by Sea Group, offering general merchandise alongside an expanding grocery and fresh-produce assortment in Singapore. Competes indirectly with FairPrice's online grocery and general merchandise.

Others

• Kopitiam Investment & Development: Singapore foodservice operator also part of the NTUC social-enterprise family and an active FairPrice partner (e.g., 50-cent kopi/teh promotion across 70 outlets in 2026). Adjacent ecosystem participant under shared NTUC parentage.

Regional players

• AEON Co. (Asia): Japanese retail group operating supermarkets, convenience stores, and malls across Asia including Malaysia and other Southeast Asian markets. Comparable multi-format grocery retail model, though not currently a major Singapore operator.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat7 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/NTUCFairPriceSG
• Facebookfacebook.com/thatsmyfairprice
• Instagraminstagram.com/fairpricesg
• LinkedInlinkedin.com/company/75902

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about FairPrice