FMCG Monitor: Q1 2019
Despite GDP slowdown, Filipino household expenditure continues to increase coinciding lower inflation. In fact, FMCG spending of Filipino homes grew across the four megasectors with fastest growth seen within Beverage and Personal categories influenced by on-going promotions of key players in the market. This growth in spend is felt across all regions and SECs with staple food categories growing the fastest. In terms of channels, Modern trade such as Hyper and Supermarkets, Drug stores, and Convenience stores outgrew Traditional trade channels as retailers push more aggressive expansion.
Opportunity arises among homes with kids (aged 0-12yo) as they account for more than half of Filipino homes and post increase in FMCG spending. Homes with babies give more priority to personal care and food categories while homes with school-going kids tend to spend more on beverage and household care categories.