With rising cost of living in Singapore, house brands offered by supermarkets, once seen as inferior to branded products, seem to gain popularity among consumers in 2022.
Some of the house brands products also appear to be more superior than branded items especially for snacks and perishables.
Singapore’s largest grocery retailer, Fairprice now boast of more than 2,000 products under 10 private label and house brands. According to Grace Chua, FairPrice Group’s Chief Executive of own brands and food solutions, “Sales of house brand products have increased by more than 20% compared to 3 years ago before the pandemic onset.” Fairprice new house brand offerings include Delicato Sausages and Harvest Fields products like peanut butter and tea.
Meanwhile, the DFI Group, the operator of Cold Storage and Giant supermarkets, said that since its launch of Meadows house brand in August 2020, there are now more than 1,600 house brand products across fresh and dry food, household items and kitchen essentials.