FairPrice
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.
- Company typePrivate
- Founded1973
- HeadquartersSingapore, Singapore
- Headcount5,001–10,000
- GTM typeB2C
- OfferingServices
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.
FairPrice firmographics
Firmographics- 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
FairPrice industry classification
Industry- 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
Where FairPrice is headquartered
LocationHeadquarters
- HQ city
- Singapore
- HQ country
- Singapore
- HQ region
- Asia
Offices1 record
Markets served
FairPrice business model
Business model- GTM type
- B2C
- Offering type
- Services
Revenue model
- Physical Retail Sales: Revenue from sales through physical retail stores including supermarkets and convenience stores across multiple formats
- E-commerce Sales: Online grocery delivery through fairprice.com.sg and mobile app
- 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.
- Housebrand/Private Label Products: Revenue from FairPrice's own housebrand products including rice, tissues, frozen foods, and other essentials
- Promotional Services: Supplier promotions, promotional fees, and marketing services for brand partners
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Digital Club Monthly Subscription |
| Subscription | Annual | Digital Club Annual Subscription |
Go-to-market motion1 record
Distribution channels8 records
Marketing channels9 records
FairPrice product offering
Product offeringCore 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
Companies that use FairPrice
Customer profileNamed customers6 records
Segments6 records
FairPrice technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature3 records
FairPrice partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor and core.
- KopitiamminorFairPrice 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 TechnologycoreFuller 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
FairPrice competitors and assessment
Company assessmentDirect 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
FairPrice social profiles
Digital presenceFairPrice financial estimates
Financial estimateRevenue estimate
Valuation estimate
FairPrice leadership team
Management profileNumber of profiles
FairPrice subsidiaries and ownership
Company hierarchySubsidiaries11 records
FairPrice funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FairPrice M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about FairPrice
What does FairPrice do?
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%.
Is FairPrice a public or private company?
FairPrice is a private company. It is currently operating.
When was FairPrice founded?
FairPrice was founded in 1973. It employs 5,001 to 10,000 people.
Where is FairPrice based?
FairPrice is headquartered in Singapore, Singapore, in the Asia region.
How does FairPrice make money?
Five revenue lines are on record. Physical Retail Sales are the primary driver. The others are E-commerce Sales, digital Club Membership, housebrand/Private Label Products and promotional Services.
Who are FairPrice's main competitors?
Direct peers on record are Don Don Donki, Giant Singapore (Dairy Farm Group), Sheng Siong Group, Cold Storage (Dairy Farm Group), Prime by Amazon and RedMart (Lazada Group). Broad incumbents are Lazada Group and Shopee Singapore. Kopitiam Investment & Development is listed as an others. AEON Co. (Asia) is listed as a regional player.
Does FairPrice have an API?
No public API is recorded for FairPrice.
What industry is FairPrice in?
FairPrice's product category is Grocery Retail. Its primary akta.pro industry code is CRAHAIAA, General Online Grocery (Full-Basket), with a secondary code of CRAEAAAE, Extreme Value General Merchandise Discounters. Its NAICS code is 455 and its SIC code is 5399.