MANILA, Philippines – To understand a Filipino consumer, businesses should focus on 4 factors: beauty, hygiene, health and convenience.
These are the “key trends that would explain [Filipinos’] buying behavior,” stressed Luz Barra, commercial director of consumer knowledge and insights firm, Kantar Worldpanel.
In a media briefing on Thursday, September 4, Barra detailed why these matter to the local consumer:
Filipinos like to look good
Filipino women care about their looks, Barra said, and 72% of them specifically like to improve their hair and change their complexion.
This is supported by the purchase growth of 12.6% in hair conditioners and 6.3% in hand and body lotion from June 2009 to June 2013.
Being fair is a Filipino consumer’s definition of beauty. Proof is the 10% purchase increase in whitening products versus just 1% in non-whitening products from 2011 to 2013.
The purchase of whitening body lotion grew 8% compared to non-whitening lotion’s 5%.
Notable growths were observed from Visayas and Mindanao across socio-economic classes C and E.
The beauty trend is also being driven by young households (those with children 12 years old and below) and adult homes (those whose members are 19 and up).
They buy mostly from supermarkets and direct sales channels.
Germ protection need rises
Filipinos also purchased 19% more hand sanitizers and 9% more baby wipes/wet tissues from June 2009 to June 2013.
In addition to germ-protection, Filipinos care more about their hygiene with a 54% increase in razor purchase, 11% in panty liners and 10% in sanitary pads.
Similar to the trend on beauty, hygiene was driven by Visayas and Mindanao consumers from socio-economic classes D and E who are members of young and mixed households (those with children 12 and below, and teens).
We buy healthy
Fun runs, exercise and other physical activities have been promoted and practiced more by Filipinos in recent years. In addition, Filipinos are now choosing the healthier lifestyle as shown in their food product choices.
On food purchase over the past 5 years, there has been an increase in cereals (17%), yoghurt/cultured milk (9%), canned vegetables (6%) and biscuits (6%).
For beverages, purchase increases have been seen in soy milk (20%), bottled water (12%), energy/sports drink (10%), fruit/vegetable juices (7%) and powdered milk (6%).
These patterns in purchase behavior have been observed more in North Luzon and Mindanao across socio-economic classes AB, C and E and in mixed and adult homes.
Lifestyle on the go
Filipinos want food, beverage and cooking choices to be fast, easy and convenient.
Over the 5 past years, growth of purchase in ready-to-drink choco drinks (21%), ready-to-drink coffee (17%) and ready-to-drink energy/sports drinks (11%) have increased.
Quick and easy meal purchases have also increased including those of instant noodles (9%), instant pasta (7%) and canned meat (7%).
There has also been purchase growth among products that make cooking easy, including meal flavorings (17%), liquid seasoning (11%), breading (7%) and bouillon (5%).
These patterns have been seen more in South Luzon and Mindanao, among consumers from the socio-economic class C who are mostly from young and adult homes.
Businesses may focus on these 4 major categories in order for them to better respond to Filipinos’ preferences, Kantar’s Barra stressed. – Rappler.com