FMCG Monitor: Q2 2018

The Philippine economy decelerated at 6.0% in the second quarter, lower than the growth recorded in the first quarter of the year, with continuous growth still driven by the services and industry sectors.

In-home FMCG sales remained stable with the slight pick up from rising inflation which could be an outcome of TRAIN Implementation. Significant growth is seen in Luzon as homes recorded heavier purchasing at the expense of less frequent shopping trips. In terms of channels, Modern Trade managed to grow through higher spend per trip while growth of convenience stores are anchored on wider reach and checks.

Bigger spending is seen among young purchase decision makers (young PDMs) or PDMs aged 34 years old and below - which accounts for 27% of the total household population. Convenience continues to grow as seen in the rise of instant products such as milk, cooking aids, and packaged goods.