Philippines: The bigger, the better

Filipinos are buying bigger pack sizes each time they visit the store, as reflected in the 6.3 percent growth of volume per trip in 2017. Research by Kantar Worldpanel, the global expert in shopper’s behavior, revealed that Filipino shoppers are continuing to ‘upsize’ or buy FMCG (fast moving consumer goods) products in bigger pack sizes.

This key finding is based on the research extracted from the Kantar Worldpanel Philippines’ regular consumer panel survey. Kantar Worldpanel tracks the in-home shopping behavior of 3,000 households in urban and rural areas across the country.

The upsizing trend was most prevalent in the beverage category as Kantar Worldpanel data showed that Filipinos are purchasing 700ml more per trip. This increase is seen in instant coffee powder 14%), powdered tea (18%), and powdered chocolate (12%). In turn, this resulted in a total overall volume per buyer increase of seven percent (7%) in 2017. Consumers were also seen to purchase 84ml more milk in terms of volume per shopping trip than in the previous year.

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