What are the top products Filipinos buy?

MANILA, Philippines – Softdrinks, wines and spirits, and biscuits.

These 3 product categories topped all 50 in the Consumer Packaged Goods (CPG) that Filipinos buy the most, according to a Nielsen Philippines study.

In a statement on Tuesday, November 13, Nielsen said soft drinks outranked other categories in terms of market value by accounting for as much as P79.6 billion in moving annual total (MAT) as of June 2012.

Adspend for these softdrinks jumped 41%, the research firm added.

Wines and Spirits, on the other hand, was second with P43.1 billion. Nielsen said advertising spend for these products increased by 20% versus last year.

Biscuits category moved up two places to third position with active promotions, wider product availability and new launches across biscuit segments. yielding 19% growth.

“The top 50 categories report is a comprehensive report that helps marketers to compete more effectively in these challenging times by directing them to the strongest selling categories in retail outlets,” Nielsen Philippines managing director Stuart Jamieson.

Other top products

Nielsen said the other top products are:

• Dietetics – P30.9 billion
• Laundry products – P30.3 billion
• Powdered Milk – P22.1 billion
• Instant Noodles – P21.3 billion
• Snack Foods – P20.9 billion

“The report also includes data on household reach and media investments that can answer questions such as: ‘How are my categories performing versus competing categories? Which categories are the largest and have the widest buying base, and Which categories are driven by media spend?'” Jamieson added.

Nielsen said Instant Coffee Mixes posted the fastest growth among the top 50 categories with 56% value increase, moving up 4 notches to 9th place this year.

It added that instant coffee mixes benefitted from expanding the reach among households and larger media spend with new launches of different brands.

Toilet Soap rounded up the top 10 bringing in a slightly positive performance despite less advertising spend in 2012.

Nielsen said efficient growth in toilet soaps were influenced by the entry of new products and growth of brands with emphasis on benefits beyond cleansing.

Liquid Shampoo, meanwhile, brings in the largest total advertising expenditure followed by Laundry Products and Toothpaste.

Nielsen said for Filipino households, Laundry Products, Instant Noodles and Cooking Oil are still the top “must-haves.”

“Among the 50 biggest categories, fastest expansion in terms of market value is seen for Instant Coffee Mixes, followed by Breakfast Cereals, and Biscuits — leading these categories to move up the rankings. Meanwhile, Tea Drinks encounters the steepest decline; also on decline mode are Ready to Drink Juices and Powdered Juice categories,” Nielsen said. – Rappler.com

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