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FMCG market in the Philippines - statistics & facts

The FMCG sector in the Philippines has seen significant growth before the COVID-19 pandemic. The growing number of middle-class consumers was one of the key drivers for its growth. Shopping using modern retail channels represents a lifestyle for some middle-class consumers, particularly those living in urban areas. The non-food sector made up a larger share of the FMCG sector in the Philippines, however, in 2020 Filipino households deprioritized this sector in favor of food. This affected the overall FMCG performance in that year, causing a contraction of below six percent, the lowest FMCG value growth in the Asia-Pacific region. 

Performance of the FMCG sector in the Philippines

The Philippines has experienced significant changes in public life, trade, and domestic demand because of the lockdown known as the Enhanced Community Quarantine to battle the spread of COVID-19 in the country. Containment measures have led to increasing unemployment, declining incomes, and suppressed consumption. Filipinos sought social distancing amidst the pandemic. Even so, offline sales of FMCG in the country have not been greatly affected. Most of the sales in the Philippines' food market were made through offline channels. Furthermore, Filipinos' household spending on food and non-alcoholic beverages remained high, as more people value essential goods than non-essential goods.

Sari-sari stores are popular offline sales channels for many Filipinos. They are micro-enterprises commonly found in smaller communities and rural areas. These stores typically employ family members, with a starting capital of as low as 30 thousand pesos. The most common products sold in these stores are drinks, sweets, and canned items such as sardines, corned beef, tuna, salmon, and cooking oil. Sari-sari stores had the highest value share to total FMCG in the Philippines, followed by supermarkets and hypermarkets.

 Outlook: buying habits for fast-moving consumer goods in the Philippines

  As consumer preferences have shifted in the past year, consumption is most likely to continue in the coming months. Other non-food consumables, however, would experience slow growth since the general community quarantine imposed at the beginning of 2021 allowed only supermarkets and other grocery stores to remain open. Consumption of alcoholic drinks has also decreased, due to ongoing closures of establishments serving alcohol and a nationwide liquor ban. It was forecasted that the revenue growth of the alcoholic drinks market would continue to decline in all segments till 2025.

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FMCG market in the Philippines

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International trade of fast-moving consumer goods (FMCG) of the Philippines

Performance of non-alcoholic drinks in the Philippines


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