FairPrice leads Singapore's retail sector with top consideration scores and brand health in 2025

Amid ongoing cost-of-living pressures, FairPrice has retained its position at the forefront of the general retail sector. It remains the only brand in this category to feature in the top 10 of YouGov’s Best Brand Rankings 2026 in Singapore, based on data from YouGov BrandIndex.

YouGov BrandIndex data offers a comprehensive look into FairPrice’s long-term brand health and consumer engagement. Notably, the brand’s Consideration score — which represents the percentage of Singaporean adults who would consider purchasing from the brand — consistently exceeded the general retail sector average from 1 January to 31 December 2025. Despite a slight dip between January and July, the score rebounded in August and remained stable through to the end of the year, largely hovering between 64 and 68 points.

In contrast, the general retail sector's average Consideration score remained flat, staying in the mid-teens range throughout the same period.

A likely contributor to FairPrice’s strong Consideration score was its celebration of SG60 in July 2025, which featured a wide range of promotions. These included 12 weeks of 50% off house brand snacks, exclusive collectibles, SG60 vouchers for groceries, daily senior discounts, and the introduction of new AI-powered store innovations. These initiatives likely played a role in the brand’s strong consumer engagement during the second half of the year.

FairPrice also recorded a strong performance in terms of overall brand health. Its Index score, a composite measure that captures six key brand health metrics, averaged 43.5 over the past year—substantially higher than the general retail sector average of 16.7.

However, a closer look at the underlying brand health metrics reveals a more nuanced picture.

Among the six metrics, Satisfaction emerged as FairPrice’s strongest performer. This score reflects the proportion of customers who report being satisfied with the brand minus those who are dissatisfied. The strength of this metric underscores FairPrice’s ability to consistently meet customer expectations.

The brand’s Impression score, which gauges whether consumers have a positive or negative view of the brand, declined during the first half of the year but recovered significantly in the second half. A similar trend was observed in the Recommend score, which also dipped early in the year before improving, closely mirroring the pattern of the Index score.

Meanwhile, Value and Quality scores remained relatively stable throughout the year. These metrics suggest that consumers continued to view FairPrice as offering good value for money and a consistent shopping experience. Quality scores in particular showed minimal fluctuation, aligning closely with the Index and showing no major volatility.

The one area of persistent weakness for FairPrice was its Reputation score. This metric, which reflects how proud consumers would feel to be associated with the brand as an employer, consistently trailed the other brand health indicators. It remained below 30 points across the year and ended 2025 with a marked gap relative to the Index score. This suggests that while many Singaporeans may shop at FairPrice, fewer would view the brand as a desirable place to work.

FairPrice’s consistently high Consideration scores point to a resilient market position. The divergence between consumer sentiment and purchase intent highlights a brand that continues to meet the practical needs of Singaporean shoppers, even as broader perceptions of reputation remain under pressure.

Methodology: FairPrice's Index score is an average of Impression, Value, Quality, Satisfaction, and Recommend scores. Index score is reported as net scores from –100 to +100, based on daily surveys of Singapore adults. Based on scores between January 1, 2023, and December 31, 2025. All scores are rounded to one decimal place. If brands have the same rounded score, rank is determined by differences beyond the first decimal place. For a brand to qualify as a top 10 brand, it must have scores available for at least 6 months (183 days).

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