Walk down any aisle at FairPrice, Sheng Siong or Cold Storage and you will see the supermarket’s own label sitting beside the big-name brands, usually at a lower price. A supermarket house brand in Singapore can trim a real chunk off your monthly grocery bill, but not every own-label product is equal. Some are near-identical to the branded version; others are a noticeable step down.
This guide compares the three supermarket chains’ own-brand ranges by category, and gives you a simple way to decide where switching makes sense. For broader tips on cutting your grocery spend, see our grocery savings and supermarket guide. Prices, product ranges and even brand names change, so treat what follows as a way of thinking rather than a fixed list, and always compare the shelf labels in store.
How House Brands Work
House brands, also called own labels or private labels, are products sold under the retailer’s name or a brand the retailer owns. The supermarket does not usually make them itself. It contracts manufacturers, sometimes the same factories that produce well-known brands, to make products to its specification.
They tend to be cheaper because the retailer spends less on advertising and controls the shelf position. The trade-off is that recipes, sources and suppliers can change without much notice, so a product you liked last year may taste slightly different this year.
The Three Chains Compared
Each chain approaches its own label a little differently.
- FairPrice. As the NTUC-linked chain with the widest network of outlets, FairPrice has one of the broadest house-brand ranges in Singapore, covering rice, cooking oil, canned food, frozen items, snacks, toiletries, cleaning products and household paper. It also runs a separate own-label range for fresh produce. Because the range is wide, quality varies between categories, which is why it pays to try products one at a time.
- Sheng Siong. Sheng Siong’s own-brand products focus heavily on value staples and household basics, with many Asian pantry items such as sauces, noodles and dried goods. The chain is known for competitive pricing on everyday items, so the gap between its own label and branded goods is sometimes smaller than you expect.
- Cold Storage. Cold Storage positions itself more towards imported and premium groceries, and its own-label products have generally leaned that way too, with items such as baking ingredients, imported pantry goods and snacks. Cold Storage’s ownership and supply arrangements have changed in recent years, so its own-label line-up may look different from what you remember. Check the shelf for the current range.
Category by Category: Where to Save
The real question is not which chain has the best own label, but which categories are safe to switch. Here is a practical breakdown.
| Category | Switch to house brand? | Why |
|---|---|---|
| Rice, flour, sugar, salt | Usually yes | Simple, standardised products with little difference |
| Canned beans, tomatoes, corn | Usually yes | Few ingredients; check salt and sugar on the label |
| Tissue, kitchen towels, bin bags | Usually yes | Compare sheet count or bag thickness, not just price |
| Cooking oil and frozen vegetables | Often yes | Check oil type and country of origin |
| Coffee, tea and chocolate | Try first | Flavour differences are easy to notice |
| Laundry detergent and dishwashing liquid | Try first | Concentration varies, so compare dose per wash |
| Sauces, condiments and instant noodles | Try first | Taste is personal and recipes vary widely |
| Baby formula, medicines and supplements | Follow your doctor’s advice | Speak to a doctor or pharmacist before switching |
Staples you can switch with confidence
Basic ingredients such as white rice, plain flour, sugar, salt, dried pasta, oats and canned pulses are where house brands shine. There is very little room for variation, and the saving adds up because you buy them often. The same goes for household paper and bin bags, as long as you compare like with like.
Products worth testing before committing
Coffee, tea, biscuits, chocolate, cereals, sauces and instant noodles are where taste matters. Buy one pack, try it, and only switch if your household is happy. Cleaning products also deserve a test: a cheaper laundry liquid that needs a bigger dose may not save you anything.
Where to be careful
For infant formula, medicines, vitamins and supplements, do not switch based on price alone. Speak to your doctor, pharmacist or the child’s paediatrician. For people with food allergies, read the full ingredient list and allergen statement every time, because manufacturers and recipes behind own-label products can change.
How to Compare Properly
A cheaper sticker price does not always mean better value. Use these habits:
- Check the unit price. Shelf labels in many outlets show a price per 100g, 100ml or per unit. Use it to compare different pack sizes.
- Read the ingredient list. For sauces, spreads and snacks, compare the first few ingredients and the nutrition panel. Look out for the Healthier Choice Symbol if that matters to you.
- Look at the country of origin. Some own-label products are imported from the same countries as branded versions; others are not.
- Watch for promotions. Branded goods often go on deep discount. During a promotion, the branded product can be cheaper than the house brand.
- Use member savings. Loyalty programmes and member days at each chain can stack with own-label pricing. Check the current terms in each chain’s app.
A Simple Switching Strategy
Rather than overhauling your whole trolley at once, try this:
- List the ten items you buy most often.
- Switch the obvious staples first, such as rice, sugar and tissue.
- Each shopping trip, test one “taste” product from the house brand.
- Keep a short note on your phone of what passed and what did not.
- Review every few months, since products and prices change.
Many households find that switching only the basics saves a meaningful amount each month without anyone noticing a difference at the dinner table.
Newcomers: A Quick Note
If you have just arrived in Singapore, house brands are a useful way to stock up a new kitchen without overspending, especially for cleaning products and pantry staples. Our guide to supermarket shopping in Singapore for newcomers explains how the chains differ and where to find familiar brands from home. Once you know which own-label products your household likes, your weekly shop becomes faster and noticeably cheaper.
Frequently Asked Questions
Are supermarket house brands made by the same factories as branded goods? Sometimes. Supermarkets contract manufacturers to make products to their specification, and these can be the same factories that produce well-known brands. Recipes, sources and suppliers can change without notice, so a house brand you liked last year may taste slightly different now.
Is a house brand worth it for a student or someone on a tight budget? Usually, for basics. Rice, flour, sugar, salt, canned beans and tissue paper have little room for variation, so the savings add up with no real loss. Try taste-sensitive items like coffee, sauces and instant noodles one pack at a time before switching.
Can a branded product be cheaper than the house brand? Yes. Branded goods often go on deep discount, and during a promotion they can undercut the house brand. Compare the unit price on the shelf label, such as price per 100g, rather than the sticker price, and check member savings in each chain’s app.
Do I need to read labels on house-brand products if I have food allergies? Yes, every time. The manufacturers and recipes behind own-label products can change, and many sauces and sambals contain allergens such as shrimp paste or peanuts. Read the full ingredient list and allergen statement, and ask your doctor about any concerns.
Should I switch to house-brand cleaning products to save money? Test one first. Concentration varies, so a cheaper laundry liquid or dishwashing liquid that needs a bigger dose per wash may not save you anything. Compare the dose per wash rather than the bottle price, and switch only if cleaning results are as good.