Tapping into the price sensitivity of the Singapore consumer, local supermarket leader NTUC Fairprice aims to increase its private label range to over 3,000 items by 2015. Although already enjoying high levels of incomes, the Singapore consumer is generally characterised by a high degree of price sensitivity, contributing to the strong demand of private labels, which are perceived to be cheaper alternatives. By linking up with foreign retailers with established house-brand product portfolios, Fairprice can certainly look forward to reaping higher sales from its 'value-for-money' private labels.

Singapore's per-capita food consumption level of SGD1,919 (US$1513) - versus an Asian average of US$1,067.9 (a total of 14 countries were included in this average score) - underlines the affluent nature of the Singapore consumer. Yet despite this affluence, Singaporeans are relatively price sensitive