In a press release on Tuesday , The chain currently offers a range of house brand products under names such as FairPrice, Pasar, Harvest Fields, Golden Chef and Life.
Consumer insightsFairPrice said its move to deliver a wider range of products were based on its extensive consumer research. One such study involving 400 participants found that three in four shoppers were “open to purchasing house brand products, ranging from staples and fresh food to non-food items”.
It added that a separate study surveying low- and medium-income households also revealed that price is not the only factor in making purchasing decisions. Lower-income shoppers – defined as those with household incomes of less than $3,600 – are willing to spend more more for quality and health, and growing to be more discerning about their purchases, according to the study.
By the second quarter of next year, it will also put together a consumer advisory panel to develop new house brand products.
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