Case Study: Advancing Evidence-Based Giving:
How FairPrice Foundation Uses Research to Drive Strategic Impact
As Singapore navigates rapid demographic, social, and economic shifts, the needs of Singaporeans are also evolving. One notable change is the nation’s move towards super-aged status, with at least one in five of its citizens projected to be 65 or older by 2026. This is reshaping the types of support needed by vulnerable groups.
FairPrice Group (FPG), through its philanthropic arm FairPrice Foundation (FPF), has responded by redesigning its social impact strategy to strengthen communities by focusing on nutrition and access to daily essentials. This aligns with FPG’s broader mission: to make every day a little better for all Singaporeans while keeping essentials affordable and within reach.
Guided by its Start Strong, Stay Strong framework, FPF adopts a data-driven, upstream approach to bridge nutrition gaps across life stages. Its research has highlighted critical opportunities for intervention. The Full Plate study (2024) revealed that while 83% of Singaporeans understand the importance of a balanced meal, fewer than one in four can describe one and 70% of young families worry about children’s eating habits. The Stay Strong study (2025) found that seniors prioritise taste in their diet, while cost remains the key barrier to nutritious eating among lower-income households.
In response, FPF is taking a holistic approach to nutrition and well-being. For seniors, it has partnered with Tan Tock Seng Hospital to develop Stay Strong, a gamified nutrition education initiative launching next year, while exploring nutritional solutions through FPG’s Own Brands and Food Solutions business.
For young children, the Start Strong Stay Strong programme, delivered with NTUC My First Skool, engages pre-schoolers with interactive nutrition and sustainability education, laying the foundation for lifelong healthy habits.
FPF also addresses broader community needs through A Full Plate, Singapore’s largest food donation drive, supporting over 600,000 lower-income households, alongside programmes such as Neighbourhood Food Share and Protein Pledge that provide targeted nutrition access across the heartlands. Beyond nutrition, FPG and FPF invest in carbon-literacy and sustainability education, engaging 28,000 visitors annually through The Carbon Gallery, Asia’s first carbon-focused experiential hub.
Today, FPF reaches over 1.2 million beneficiaries yearly, supporting charities and community partners through targeted and strategic support. By making nutritious groceries, nutrition education and sustainability learning more accessible, FPF continues to build a healthier, more resilient Singapore, one initiative at a time.
