Singapore expanded its supermarket unit pricing pilot programme on Oct 1, bringing online stores and operators like Don Don Donki and RedMart into a system designed to help shoppers compare the true value of daily essentials across different package sizes and brands.
Expansion Brings Online Stores and New Operators Into Price Transparency Pilot
The unit pricing pilot programme launched its first phase between September and December 2025 across supermarket chains NTUC FairPrice, Sheng Siong, Prime Supermarket, Cold Storage, and Giant. During that initial run, major supermarket stores displayed the price per unit of measurement—such as per kilogram or per litre—for selected household items like rice, meat, seafood, and formula milk powder. According to the Competition and Consumer Commission of Singapore (CCS) and the Consumers Association of Singapore (CASE), consumer feedback showed that shoppers found unit pricing genuinely useful for comparing prices across different brands and package sizes when products arrived in varying quantities.
Building on that positive response, the expanded pilot adds operators Don Don Donki and RedMart to the fold. For the first time, online stores are included in the initiative. Sheng Siong and RedMart began displaying unit pricing for selected grocery categories on their online shopping platforms on Oct 1, with other major operators rolling out the feature progressively on their respective digital storefronts. NTUC FairPrice, Sheng Siong, Prime Supermarket, Don Don Donki, and RedMart commenced the expanded pilot on Oct 1, while Cold Storage and Giant are scheduled to start theirs on Nov 1. Each participating operator will run this next phase for eight weeks.
Wider Range of Grocery Items Added to Second Phase
The second stage of the trial widens the scope of goods covered beyond the initial staples. Shoppers will now see unit pricing applied to commonly purchased grocery items including flour, milk, butter, snacks, soups, and sauces. CASE president Melvin Yong noted that the strong industry buy-in enhances price transparency for consumers and helps them compare unit prices of daily essentials across a broader array of products and operators. He added that consumers can also continue to use CASE’s price comparison mobile app, Price Kaki, to compare unit prices across more than 13,900 daily essentials.
CCS chief executive Alvin Koh explained that when products arrive in different packaging quantities, telling which option offers better value can prove difficult. By extending unit pricing to more supermarkets, online storefronts, and everyday grocery items, authorities aim to make price comparison straightforward for shoppers seeking better value for their money. To help inform future decisions regarding unit pricing, CCS has commissioned a market survey firm to gather consumer feedback. Shoppers may be approached directly at participating retail outlets or invited to complete online surveys regarding their shopping experiences.
Frequently Asked Questions About the Unit Pricing Pilot
Which supermarket operators are participating in the expanded pilot?
The expanded pilot includes NTUC FairPrice, Sheng Siong, Prime Supermarket, Cold Storage, Giant, Don Don Donki, and RedMart.
When did the expanded pilot launch?
NTUC FairPrice, Sheng Siong, Prime Supermarket, Don Don Donki, and RedMart commenced the expanded pilot on Oct 1, while Cold Storage and Giant began their rollout on Nov 1.
Which online stores display unit prices?
Sheng Siong and RedMart launched unit pricing on their online platforms on Oct 1, with other major operators rolling out the feature progressively on their respective digital storefronts.
What new grocery categories are covered in this phase?
The expanded pilot covers commonly purchased grocery items such as flour, milk, butter, snacks, soups, and sauces, building on earlier categories like rice, meat, seafood, and formula milk powder.
How can consumers share feedback on the pilot?
Shoppers may be approached by a commissioned market survey firm at participating outlets or through online surveys to share their views on their shopping experience.