Once considered as inferior products, house brands sold by supermarkets are now gaining wide acceptance from all low, middle to high income consumers in Singapore.
The pandemic has fuelled ‘price-conscious’ sentiment among consumers and this has been exacerbated by recent rise in cost of living.
One example of success is online grocer RedMart which initially launched just 3 items in 2015 and now offers more than 500 house brand products. Meanwhile, Singapore’s largest grocery chain FairPrice has added more than 100 new products to its house brand range in the past 2 years. This takes its total number of house brand products to more than 2,000.
House brands seem to be widely popular within food categories such as rice, oil, nuts, snacks, bread spreads, cereals, condiments and seasonings; as well as household consumables such as paper and baby- and senior-care products.
