Coffee remains Filipinos' staple beverage – study
MANILA, Philippines – A Kantar Worldpanel study released Monday, October 19 showed that almost every Filipino household buy coffee, primarily the 3-in-1 varieties, "solidifying its foothold as the Filipinos’ staple beverage."
The study further showed that coffee more than doubled its growth from 4% in June 2014 to 10% in June 2015, outpacing the growth of the total beverage segment at 5% for the same period.
“Coffee remains to be the go-to beverage of Filipinos for an instant pick-me-up or energy boost,” said Lourdes Deocareza, new business development head of Kantar Worldpanel Philippines.
Driving the sales of coffee mixes are the National Capital (NCR), South Luzon, and Mindanao markets. About 320,000 more homes are buying coffee mixes in South Luzon alone. For NCR and Mindanao, consumers are spending, respectively, P193 ($4.19) and P110 ($2.39) more for their coffee fix.
The increase of purchases of coffee mixes has been consistent for the past 2 years, with a growth of 11% in 2014 and 15% in 2015. Data also showed that 93% of Filipino homes buy coffee mixes at least once a week.
Deocareza said that the ongoing coffee craze in the country is reflected in the Filipinos’ shopping habits, especially with the increase in their purchases of Great Taste and Kopiko products over the past year.
Great Taste enjoyed a market share of 28.2% in June 2014, which grew to 34.5% of the coffee mixes category in June 2015. It gained an additional 8.3% of Philippine homes, while at the same time, increasing spend of its consumers by P105 ($2.28) throughout the year.
Kopiko improved shares to 25% from 23.9% in 2014. Kopiko enjoyed more buyers as well with an increase of 8.7% of Philippine homes purchasing its coffee mixes in 2015, Kantar said.
Kantar Worldpanel further showed that for every P100 ($2.17 ) spent by Filipino homes on beverages, P30 ($0.65) spent on coffee, an increase from P28 ($0.61) in 2014.
Filipinos are also showed to be buying coffee products close to twice per week or about 81 times a year, spending P22 ($0.48) on the average per shopping trip.
Heavy coffee buyers buy close to thice a week or 126 times in a year and spend P28 ($0.61) in each shopping trip.
Kantar Worldpanel data also noted that these buyers are more biased toward 3-in-1 mixes and are typically NCR and urban-based, and from homes with a relatively older demographic.
“Filipinos’ love for coffee is growing stronger by the year. Our data reflects their openness to embrace different formats of coffee products as well. We anticipate this category growth to continue in the coming years,” Deocareza said.
Kantar Worldpanel specializes in consumer knowledge and insights based on continuous consumer panels. For this, Kantar tracked the shopping behavior of 3,000 Filipino homes in urban and rural areas across the country from the periods mentioned. – Rappler.com
$1 = P46.08