FairPrice Group Holdings Pte. Ltd. (UEN: 202040166W) is a cornerstone of Singapore’s retail landscape, dedicated to making every day a little better for all Singaporeans. For over five decades, FairPrice has evolved from a modest co-operative into Singapore’s leading retailer, with nearly 600 touchpoints, including grocery stores, convenience outlets, food courts, and pharmacies. This article explores how FairPrice continues to serve the nation with quality, affordability, and a heart for the community.
Introduction to the Brand
Since its inception in 1973, FairPrice Group Holdings Pte. Ltd. has been driven by a mission to keep daily essentials within reach for all Singaporeans. What began as a single supermarket in Toa Payoh has grown into a vast network that includes FairPrice supermarkets, FairPrice Finest, FairPrice Xtra, Cheers convenience stores, Kopitiam food courts, and Unity pharmacies. With a focus on affordability and quality, FairPrice has become a trusted name, serving over 1.6 million customers through its stores and the FairPrice Group app.
Summary of Services and Products
FairPrice offers a comprehensive range of products and services tailored to diverse consumer needs:
- FairPrice Supermarkets: These stores provide everyday groceries, fresh produce, and household essentials at competitive prices, catering to the daily needs of Singaporean households.
- FairPrice Finest: With 40 outlets islandwide, these upmarket stores offer a premium shopping experience, featuring a wider assortment of international brands, organic produce, and fine foods.
- FairPrice Xtra: Hypermarkets like those at VivoCity and Jurong Point combine groceries with electronics, clothing, and household merchandise, offering a one-stop shopping experience.
- Cheers Convenience Stores: Operating over 160 outlets, Cheers provides quick access to essentials, often in partnership with ExxonMobil at service stations.
- Online Shopping: The FairPrice Group app enables customers to shop online, access exclusive deals, and enjoy islandwide delivery, with promotions like $10 off first orders (minimum spend $59).
- Kopitiam and Foodfare: These food courts offer affordable dining options, with the app allowing customers to save 10% on meals and redeem Linkpoints.
- Unity Pharmacies: Providing health and wellness products, Unity complements FairPrice’s holistic approach to consumer needs.
This diverse portfolio ensures that FairPrice meets the varied demands of Singapore’s fast-paced lifestyle, from grocery shopping to dining and healthcare.
Unique Value Propositions and Benefits
FairPrice stands out for its commitment to affordability, quality, and community engagement:
- Affordable Pricing: By keeping prices low, FairPrice ensures that daily essentials are accessible to all, regardless of income level.
- Wide Product Variety: From local produce to global brands, FairPrice caters to diverse tastes, with housebrand essentials offering quality at budget-friendly prices.
- Community Initiatives: Through programmes like the Neighbourhood Food Share Initiative and discounts for Pioneer Generation, Merdeka Generation, and CHAS Blue card holders, FairPrice has helped shoppers save approximately $31 million since 2019.
- Convenience: The FairPrice Group app integrates shopping and dining, offering rewards, exclusive promotions, and a seamless omnichannel experience.
- Sustainability: FairPrice emphasizes eco-friendly practices, such as sourcing fresh produce from in-house hydroponics farms at select locations like VivoCity.
These benefits make FairPrice a go-to choice for Singaporeans seeking value and convenience without compromising on quality.
Standout Features and Reviews
FairPrice’s dedication to customer satisfaction shines through in positive feedback from shoppers. On Trustpilot, customers have highlighted exceptional service:
- A review from January 17, 2025, praised staff member Vithya at the Kallang Wave NTUC for going above and beyond, showcasing FairPrice’s commitment to excellent customer service.
- Another review from December 19, 2024, commended staff Saleha and Supervisor Tan Siew Bee at the Amk Branch for their patience and assistance with CDC vouchers, making the shopping experience smooth and pleasant.
Additionally, FairPrice’s innovative features, such as the in-house hydroponics farm at VivoCity’s FairPrice Xtra, ensure fresher produce, while the app’s Scan&Go feature offers contactless, efficient shopping. These elements reflect FairPrice’s ability to blend tradition with modern convenience.
| Feature | Description |
|---|---|
| In-House Hydroponics | Fresh produce grown on-site at select stores like VivoCity FairPrice Xtra. |
| FairPrice Group App | Offers online shopping, exclusive deals, and 10% savings on Kopitiam meals. |
| Discount Programmes | Weekly discounts and special schemes for seniors and CHAS Blue card holders. |
Areas of Singapore Served
With over 570 touchpoints across Singapore, FairPrice ensures islandwide accessibility. From heartland neighbourhoods like Ang Mo Kio to bustling hubs like VivoCity, FairPrice outlets are strategically located to serve every corner of the city-state. The online platform further extends this reach, offering delivery to all areas, making it easy for customers to shop from home.
How FairPrice Meets Singapore’s Needs
FairPrice aligns seamlessly with Singapore’s diverse needs:
- Affordability for All: By offering competitive prices and weekly discounts, FairPrice supports Singapore’s cost-conscious consumers, ensuring essentials remain within reach.
- Community Support: Initiatives like the FairPrice Foundation and partnerships with NTUC provide tangible benefits, such as rebates and Linkpoints, fostering inclusivity for seniors and underprivileged groups.
- Convenience for Busy Lifestyles: With physical stores, 24/7 convenience outlets like Cheers, and online shopping, FairPrice caters to Singapore’s fast-paced urban lifestyle.
- Promoting Local Products: Through campaigns like “Made in Singapore,” FairPrice supports local businesses, contributing to economic growth and national pride.
- Health and Wellness: Unity pharmacies provide accessible healthcare products, addressing Singapore’s focus on health and well-being.
By balancing affordability, accessibility, and community impact, FairPrice remains a vital part of Singapore’s retail ecosystem.
Contact Information and Social Media
For inquiries, FairPrice offers multiple contact options:
- Phone: 6380 5858 (Customer Service Hotline, open daily from 8:30 AM to 6:00 PM, including weekends and public holidays).
- Webform and Live Chat: Available via the FairPrice Help Center from 9 AM to 10 PM daily.
Stay connected with FairPrice through their social media channels:
- Facebook: NTUC FairPrice
- Instagram: FairPriceSG
- LinkedIn: FairPrice Group
- YouTube: FairPriceGroup
Summary
FairPrice Group Holdings Pte. Ltd. is more than a supermarket chain; it’s a trusted partner in Singapore’s daily life. With a legacy rooted in affordability and community care, FairPrice continues to innovate with modern shopping solutions like the FairPrice Group app and sustainable practices like in-house hydroponics. Serving over 1.6 million customers across 570+ touchpoints, FairPrice ensures that quality groceries, dining, and healthcare products are accessible to all. Whether you’re shopping for fresh produce, enjoying a meal at Kopitiam, or benefiting from community discounts, FairPrice remains dedicated to nourishing generations and making life better for all Singaporeans.
Disclaimer: All information provided here has been compiled from publicly available sources. While we have made every effort to ensure accuracy, we do not guarantee that the information is complete or error-free. We disclaim any liability for inaccuracies or omissions. If you find any errors or have concerns about the content, please let us know so we can address them promptly.