FMCG Monitor: Q1 2015

The Philippine economy grew by 5.2% in the first quarter of 2015 – it is the slowest in the past 3 years. Is this reflected within household spending as well?

Thankfully, we see a rosier trend when it comes to spending among homes on FMCG, revealing a quarter 1 growth of +11% versus last year. Year on year, we see a growth of 4%.

Based on Kantar Worldpanel Philippines data, FMCG market is on a positive trend as price helped level performance despite fewer shopping trips of households. Some regions also posted good opportunities in the first quarter as these areas strengthened their spending. Which regions are these?

Kantar Worldpanel also saw potential for small channels due to their aggressive improvements versus Sari-sari stores who still dominate the market. Finally, when we looked at what interesting trend is happening, we observe that consumers are uptrading - Filipino consumers are now open to premium categories.

For more information, you may download the full report.