What FairPrice Group does

FairPrice Group is Singapore's largest food retailer, operating as a cooperative enterprise wholly owned by NTUC Enterprise Co-operative Limited. The group runs more than 570 physical touchpoints spanning 100+ FairPrice supermarkets, 40 FairPrice Finest premium outlets, FairPrice Xtra hypermarkets, 180+ Cheers and FairPrice Xpress convenience stores, 90+ Unity pharmacies, 100+ Kopitiam food courts and hawker centres including the Lau Pa Sat national monument, plus the FairPrice Group app used by 1.7 million customers. The company employs approximately 13,000 staff and reported $4.7 billion SGD in annual turnover for 2025, serving Singapore's general population through value-priced groceries and targeted programs for seniors, CHAS cardholders, and NTUC union members.

Revenue is generated across six streams: core grocery retail, a 3,500-SKU own-brand and private label portfolio (FairPrice Housebrand, Golden Chef, Delicato, Harvest Fields, Origins, Just Wine, Pet Pal, Life), food services including NTUC Foodfare institutional catering at 16 million meals annually, the Link Rewards coalition loyalty program with 2.4 million members across 1,000+ partner outlets, the FPG ADvantage retail media network, and FairPrice Group Supply Chain providing logistics to external clients. Pricing centers on affordability with housebrand items priced 10-15% below branded alternatives, an Everyday Low Price basket of 500+ items, and time-bound price freezes (expanded to 500+ products through August 2026).

Under its Store of Tomorrow digital transformation program, FairPrice Group has integrated AI-powered retail technology primarily built on Google Cloud's Gemini and Agent Development Kit. Production deployments include AI-powered Smart Carts (1,300+ units planned across 48 outlets by end-2026), Gen-AI Shopping Assistants for wellness and wine recommendations, Vision AI for real-time shelf and spill monitoring, the SCope platform processing 60 million supply chain data points daily, AI-unmanned Cheers "Grab and Go" stores, and Singapore's first LTA-approved autonomous vehicle cargo route with Pokka Corporation. The omnichannel FairPrice Group app integrates Scan and Go checkout, Linkpoints, meal payments at Kopitiam, and ShopBeyond shelf-extension QR commerce.

Name

FairPrice Group

Legal name

FairPrice Group

Website

https://fairpricegroup.com.sg

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

FairPrice Group is Singapore's largest food retailer, operating 570+ supermarkets, convenience stores, pharmacies, and food courts as a cooperative owned by NTUC Enterprise, serving mass-market consumers with an emphasis on affordability.

Ownership category

akta.pro rank

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Retail Sales - Grocery: Core revenue from selling groceries and daily essentials through FairPrice supermarkets, FairPrice Finest premium stores, FairPrice Xtra hypermarkets, and online channels via the FairPrice Group app.
2. Own Brands and Private Labels: FairPrice Group produces and sells over 3,500 housebrand and private label products across 70 categories, with housebrand items priced 10-15% lower than branded alternatives, providing higher margins on staple products.
3. Food Services: Revenue from food courts (Kopitiam), hawker centres (including Lau Pa Sat), F&B brands, and institutional catering (NTUC Foodfare serving 16 million meals annually).
4. Link Rewards Loyalty Program: Coalition loyalty program with 2.4 million members and 1,000 partner outlets. Members earn Linkpoints on purchases redeemable for savings or partner currencies like KrisFlyer miles.
5. Retail Media (FPG ADvantage): Omnichannel retail media network enabling brands to advertise across FairPrice's physical and digital touchpoints, targeting customers with first-party data insights.
6. Supply Chain Services: FairPrice Group Supply Chain provides logistics services to external retailers, distributors, and e-commerce companies including custom clearance, transportation, warehousing, and e-commerce fulfillment.

Pricing tiers

Go-to-market motion3 records

Distribution channels11 records

Marketing channels6 records

Core offering

FairPrice Group operates an integrated retail and food services platform in Singapore through supermarkets, premium outlets (FairPrice Finest), hypermarkets (FairPrice Xtra), convenience stores (Cheers, FairPrice Xpress), pharmacies (Unity), food courts (Kopitiam), hawker centres (Lau Pa Sat), and institutional catering (NTUC Foodfare). The group sells groceries, household essentials, own-brand and private label products, health and wellness items, prepared food, and offers omnichannel grocery delivery and meal payments via the FairPrice Group app, supported by the Linkpoints coalition loyalty programme.

Product overview

FairPrice Group is Singapore's largest food retailer operating a multi-format platform across over 570 touchpoints. The core offering comprises FairPrice Supermarkets (100+ stores), FairPrice Finest (40 premium outlets), FairPrice Xtra hypermarkets, Cheers convenience stores (180+ outlets), FairPrice Xpress petrol station stores, and Unity Pharmacies (90+ outlets). The Group operates the FairPrice Group App as an omnichannel platform enabling online shopping, scan-and-go checkout, and meal payments at Kopitiam food courts. The Linkpoints Rewards Programme connects 2.4 million members across 1,000 partner outlets. Food services include Kopitiam food courts (100+ outlets), NTUC Foodfare institutional catering, and Lau Pa Sat hawker centre. Private labels encompass over 3,500 FairPrice Housebrand products and specialty brands including Golden Chef, Delicato, Harvest Fields, Origins, Just Wine, Pet Pal, and Life. The Store of Tomorrow programme integrates AI through Smart Carts, Gen-AI Shopping Assistants, Vision AI, and autonomous vehicles. FPG ADvantage is the retail media network. Supply chain operations are powered by SCope monitoring system.

Differentiator

Problem solved

Functional benefit

Brands

• Store of Tomorrow: Digital transformation and innovation program integrating AI, smart carts, vision systems, and omnichannel retail solutions.
• FPG ADvantage
• ShopBeyond
• Grocer Genie
• A Full Plate
• Protein Pledge
• Start Strong, Stay Strong
• Cheers Breakfast Club
• Neighbourhood Food Share
• The Carbon Gallery

Products and services

• FairPrice Supermarkets Singapore's leading grocery retailer with over 100 stores islandwide, offering affordable daily essentials and serving as the cooperative's core mission-driven format since 1973.
• FairPrice Finest Premium supermarket format with 40 outlets offering a wider assortment of global products and innovative shopping experiences, including blended retail concepts combining cooked food offerings with traditional grocery shopping.
• FairPrice Xtra Hypermarkets Hypermarket format providing shopping experiences beyond groceries, with offerings spanning electronic appliances, clothing, and household goods across multiple locations.
• Cheers Convenience Stores Convenience store chain with over 180 outlets islandwide offering fresh groceries, ready-to-eat options, and services including card top-up and parcel delivery, featuring AI-powered unmanned Grab and Go stores.
• FairPrice Xpress Convenience Stores Convenience stores located at Esso petrol stations providing drivers with ready-to-eat meals, essential groceries, and personal care items.
• Unity Pharmacies Health and wellness pharmacy chain with over 90 outlets offering health supplements, medication, skin care, hair care, oral care products, and featuring telemedicine doctor consultations at selected outlets.
• Kopitiam Food Courts Food court chain with over 100 touchpoints islandwide including Kopitiam Food Hall and Cantine by Kopitiam, offering budget-friendly options from Michelin-starred stores to traditional hawker fare.
• NTUC Foodfare Institutional Catering Institutional catering and food manufacturing business serving more than 16 million meals annually and producing over 1.5 million food products every year across childcare, healthcare, and events sectors.
• Lau Pa Sat Hawker Centre National monument hawker centre with over 80 beloved hawker stalls and the Food Folks @ Lau Pa Sat blended retail space supporting 80 Singaporean brands with 500+ products.
• FairPrice Group App All-in-one omnichannel shopping and dining platform used by over 1.7 million customers, enabling online grocery shopping, meal payments at Kopitiam, Linkpoints rewards, auto-applied discounts, healthpoints, and Scan and Go checkout.
• Link Rewards / Linkpoints Loyalty Programme Singapore's largest coalition loyalty programme with 2.4 million members and over 1,000 participating partner outlets, with Linkpoints redeemable for instant savings or convertible to KrisFlyer miles.
• FairPrice Group Supply Chain High-tech logistics solutions offering end-to-end supply chain services including customs clearance, transportation, warehousing, e-commerce fulfilment, cold chain, and reverse logistics for external retailers, distributors, and e-commerce companies.
• FairPrice Housebrand Over 800 housebrand items spanning staples, snacks, and home care, with the broader FairPrice private label portfolio exceeding 3,500 SKUs across 70 categories sourced from more than 50 markets and priced 10-15% lower than leading brands.
• Golden Chef Asian flavours brand offering versatile cooking ingredients and ready-to-cook foods including ready-made pastes for Singapore chilli crab, laksa, Hainanese chicken rice, and rendang, plus premium soy and oyster sauces.
• Cleaning Concept Professional cleaning services covering general cleaning, dishwashing, pest control, and grease trap maintenance across food and beverage, retail, commercial, and industrial sectors, certified to ISO 9001, ISO 14001, and BizSAFE STAR standards.

Quantifiable outcome

• Price freeze on over 500 essential products from June to August 2026 to help Singapore households manage rising costs
• +5 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles7 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability10 records

Feature6 records

Partnerships

Twelve partnerships are on record, tiered expansion, core, strategic and supporting.

• Central Retail (Tops)expansionChannel Partner/ Reseller/ Distributor · 12 March 2026Golden Chef ingredients brand launched exclusively in Thailand through Tops food business under Central Retail. First time Singapore-style food pastes and sauces available in Thai market. Product range includes ready-made pastes for Singapore chilli crab, laksa, Hainanese chicken rice, and rendang, along with premium soy and oyster sauces.
• Pokka CorporationcoreStrategic or Co-development Partner · 25 February 2026Singapore's first autonomous vehicle transport route between Pokka's warehouse and FairPrice's distribution centre. 6km round trip route with AV capable of carrying up to 1.5 tonnes of goods. Trials began February 25, 2026 following LTA approval received October 2025. Each AV reduces CO2 emissions by 27 tonnes annually. Partnership aims to drive greater efficiency, sustainability, and supply chain resilience.
• Health Promotion BoardstrategicStrategic or Co-development Partner · 1 January 2026FPG ADvantage retail media partnership to integrate lower-sodium products across physical and digital customer touchpoints. Demonstrates how retail media can support national health objectives. Won Retail Collaboration Project of the Year award at Retail Asia Awards 2026.
• Zelos TechnologycoreTechnology or Integration · 1 January 2026Autonomous vehicle supplier from China for driverless delivery vehicle trials. AV completed over 100 trips weekly, carrying up to 1.5 tonnes of goods on 6km route between Pokka and FairPrice warehouses. Part of Singapore's first retailer-supplier AV transport route.
• GreenphytosupportingStrategic or Co-development Partner · 1 January 2026World's tallest vertical indoor farm (23.3m) in Singapore. 80 million SGD investment for facility that can accommodate 1.2 million lettuce plants with annual production of up to 2,000 metric tons. Supports Singapore's goal of domestically producing 20% of dietary fiber by 2035. FairPrice likely sources from or partners with such local producers for fresh produce.
• Google CloudcoreTechnology or Integration · 27 August 2025Expanded multi-year collaboration to deploy agentic AI solutions across FairPrice Group's Store of Tomorrow programme. Includes AI-powered Smart Carts, Gen-AI shopping assistants for wellness and wine advice, and employee productivity platforms using Google Agentspace and Gemini technology. Creative agent reduced ad creation time by 10x and costs by 100x. Partnership positioned as blueprint for AI-driven retail innovation across Southeast Asia.
• Ant InternationalstrategicGTM or Marketing Partner · 1 January 2025Cheers Mini App on Alipay partnership - first convenience chain in Singapore with dedicated Mini App on Alipay. Gives Chinese tourists location-based rewards, curated bundle deals, and shopping assistance across the island. Combines seamless payments and retail convenience using digital innovation.
• Salesforce (Agentforce)supportingTechnology or Integration · 1 January 2025FairPrice Group presented at Salesforce Agentforce World Tour Singapore event, exploring agentic AI innovation across ASEAN. FairPrice showcased how they use Agentforce to automate workflows, improve customer service, and drive operational efficiency.
• Terra SG (Carbon Gallery)strategicStrategic or Co-development Partner · 1 January 2025Partnership with Terra SG for The Carbon Gallery - Asia's first carbon-focused experiential hub bringing sustainability education to Singapore's heartlands. Supported by FairPrice Foundation, the initiative makes sustainability simple, engaging, and accessible for all.
• NTUC First Campus (Start Strong, Stay Strong)strategicStrategic or Co-development Partner · 1 January 2024Partnership with NTUC First Campus and Terra SG for Start Strong, Stay Strong - Singapore's first preschool nutrition and sustainability education programme. Includes My First Skool preschools and KK Women's and Children's Hospital as nutrition knowledge partner.
• KK Women's and Children's HospitalsupportingStrategic or Co-development Partner · 1 January 2024Nutrition knowledge partner for Start Strong, Stay Strong programme, supporting preschool nutrition and sustainability education for children and families.
• Singapore Airlines (KrisFlyer)supportingGTM or Marketing Partner · 1 January 2024Linkpoints loyalty rewards convertible to KrisFlyer miles, enabling members to transfer accumulated points for airline rewards. Partnership extends Link Rewards value proposition beyond retail.

Scale indicators14 records

Recent moves7 records

Expansion highlights7 records

Direct peers

• Sheng Siong Group: SGX-listed Singapore supermarket chain operating ~70 neighbourhood-format stores across the island. Competes head-on with FairPrice in core grocery and household essentials, with very similar value-priced positioning and private-label depth.
• Dairy Farm Group: Hong Kong/Jardine Matheson-owned pan-Asian retailer operating Cold Storage, Giant and 7-Eleven across Singapore. Closest multi-format grocery-plus-convenience competitor in the same Singapore geography, and the operator that displaced FairPrice at Esso petrol stations in 2026.
• Don Don Donki: Japanese discount grocer (PPIH group) rapidly scaling warehouse-format stores in Singapore. Direct rival for discretionary grocery spend, fresh and premium imports, with similar focus on store-as-experience retail theatre.

Broad incumbents

• Ahold Delhaize: Global multi-format grocery operator (Stop & Shop, Food Lion, Albert Heijn, bol.com) running supermarkets, convenience, e-commerce, and own-brand at scale. Comparable on multi-format platform strategy and loyalty/data monetisation, though focused on Europe and the Americas rather than Asia.
• Tesco: UK-based multi-format grocer with supermarkets, convenience, loyalty (Clubcard) and online grocery at scale. Highly relevant comparison for FairPrice's loyalty-driven, private-label-heavy, omnichannel playbook despite operating in different geographies.
• Carrefour: French global multi-format hypermarket and supermarket operator. Comparable on hypermarket-plus-supermarket-plus-convenience footprint, own-brand depth, and growing reliance on data-driven retail-media revenue.
• AEON Co. Japan's largest multi-format retail group operating supermarkets, GMS stores, Ministop convenience, and Welcia pharmacy - a structure that mirrors FairPrice's grocery-plus-pharmacy-plus-convenience integration. Comparable focus on private label and community-rooted retail.
• Aldi: German hard-discount grocer running ~10,000 stores globally with an extreme private-label focus. Relevant comparison for FairPrice's Everyday Low Price basket, 3,500+ housebrand SKUs priced 10-15% below brands, and value-led positioning.
• Lotte Shopping: Korean multi-format retail operator spanning hypermarkets, supermarkets, department stores and convenience. Comparable scale, multi-format complexity and own-brand development for SE Asian expansion benchmarking.

Regional players

• Central Retail Corporation: Thai retail conglomerate operating Tops Food Hall and hypermarkets, and FairPrice's distribution partner for the Golden Chef launch in Thailand. Closest regional peer for grocery format expansion into SE Asia.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat7 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/NTUCFairPriceSG
• Facebookfacebook.com/thatsmyfairprice
• LinkedInlinkedin.com/company/fairprice-group
• Instagraminstagram.com/fairpricesg
• TikToktiktok.com/@fairpricesg

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles23 records

Subsidiaries16 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 Group