FMCG Monitor: FY 2018
FMCG spending of Filipino homes has increased as prices of goods start to stabilize, coinciding positive GDP performance. A year after TRAIN law implementation, fast growth is observed across all mega-sectors especially for Personal Care categories having achieved fastest growth. Food, which contributes more than half to Total FMCG sales, exhibits faster growth in terms of price than volumes. Growth in spending is felt across all regions and SECs – fastest in NCR, NLUZ, and among upper-income homes.
Opportunity seen to venture within Modern trade channels, including Hyper/Supermarkets, Groceries, Convenience stores and the like, as they continue to gain shares and grow faster vs Traditional trade channels. Growth in Modern trade spending is coming mainly from top Food categories such as milk, biscuits, seasonings/sauces, snacks and canned/packaged meat.
In 2018, E-commerce grows aggressively for in-home FMCG purchases as more and more Filipino homes use online shopping, serving convenience vs physical shopping. Growth for e-commerce is also highly driven by Personal Care categories such as facial wash, cosmetics, bath soap and diapers.