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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.
Percentage of respondents who strongly/somewhat agree that products with free gifts are more
attractive to buy. Source: Nielsen Global Consumer Survey
cosmetic/skin care
personal care
health care/medicine
household product
home appliance
Online sources, however, lords all other sources of information for other products like
cars.
Magazines are the favored source for jewelry and in-store display and promo
packages for clothing items.
4. Advertising influence brand
Respondents from the Philippines (78%) and Korea (79%) said commercials
increased their brand preference.
The two markets contributed to Asia Pacific's score (67%) as having the most
consumers in the world saying that advertising influences their preference for a
brand.
About 73% of Filipino respondents agreed that the image created by advertising
influenced their decision to buy a product. This is 9 points more than the region's
64% average.
Percentage of respondents who strongly/somewhat agree that "commercials will increase my preference for the
brand." Source: Nielsen Global Consumer Survey
Liking the commercial and deciding to buy the product, however, are two different
things for Filipinos. Only 48% of Filipino respondents agreed that they would buy a
product because they liked its commercial. The Asia Pacific average was 51%.
Percentage of products who strongly/somewhat agree that the "product image created by commercials will
affect my decision to buy the product." Source: Nielsen Global Consumer Survey
- Rappler.com