Making Every Good Count

Reader’s Digest consumer survey unveils NTUC FairPrice as most trusted supermarket

Published on
19 May 2011
  • FairPrice is the only supermarket voted by consumers for the Platinum Trusted Brand Award
  • FairPrice Housebrand range of cooking oils and rice are the only housebrand to win Gold Awards

At the Reader’s Digest Trusted Brand Awards ceremony held today, FairPrice was the supermarket to be voted by consumers for the Platinum Trusted Brand Award for supermarket chains. This is the fourth year that FairPrice has won this award, a consistent win by a Singaporean brand. In the cooking oil and rice category, FairPrice’s Housebrand was the only housebrand to garner Gold Trusted Brand Awards for the respective categories.

The Reader’s Digest Trusted Brand Awards reflects consumers’ choice of their most trusted and favourite brands among the thousands available in the market. Respondents were asked to name their most trusted brand in each of the categories, then give each brand name a rating on a scale from 1 (Poor) to 5 (Excellent) on six qualitative criteria: Trustworthiness & Credibility, Quality, Value, Understanding of Customer Needs, Innovation and Social Responsibility. The Platinum Trusted Brand Award is awarded for brands with scores three times or more compared to its nearest competitor. Platinum can also be awarded to a brand which has a score that is at least twice that of the nearest competitor and an average rating of at least 4 points (out of 5) on the qualitative criteria. Brands that clearly score above their competitors receive a Gold Trusted Brand Award.

On the recognition from consumers, Mr Seah Kian Peng, CEO (Singapore), NTUC FairPrice said: “We thank our customers for the confidence and trust they have in FairPrice. Consumer expectations have risen and brands have to meet not only customers’ basic needs but also their aspirations. Being a leading retailer is no longer about delivering the best products and services, it is also about staying relevant to customers’ needs, being innovative and socially responsible. It is a challenge to emerge and stay at the top year after year. We attribute our achievement to the belief and trust that our customers have placed with FairPrice over the past 38 years, and to the shared passion of our staff in working together to make FairPrice as Singapore’s world-class retailer with a heart”.

FairPrice received yearly awards for the Supermarket Chain awards for five years since 2007, clinching one Gold Award in 2007 and 4 Platinum Awards in 2008, 2009, 2010, and 2011. FairPrice also received the Gold Trusted Brand Award for the FairPrice cooking oil in 2008, 2009, 2010 and 2011 and for FairPrice branded rice in 2009 and 2011. In the cooking oil and rice category, FairPrice is the only housebrand to have received the Gold Awards, a testament to the quality and value of FairPrice Housebrand products among consumers. Currently, there are 14 types of FairPrice branded Housebrand cooking oils and 13 types of FairPrice branded Housebrand rice to cater to the different customers’ tastes and budgets.

“As a retailer focused on our customers’ needs, FairPrice constantly innovates to meet the changing needs and lifestyles of our customers through the introduction of new products and services. We will further expand our range of products, especially our housebrands, so that our customers can enjoy a wider range of quality housebrand products at affordable prices,” added Mr Seah.

The annual Reader’s Digest Trusted Brand survey identifies which brands consumers across Asia trust, with brands being rated against various criteria – trustworthiness and credibility, quality, value, understanding of customer needs, innovation and social responsibility.

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