Philippine News

Visayas-Mindanao seen as key areas for FMCG growth according to Kantar Worldpanel

MANILA – Kantar Worldpanel, the world leader in consumer knowledge and insights based on continuous consumer panels, today revealed that Visayas and Mindanao (Vis-Min) are key areas that FMCG (fast moving consumer goods) brands and marketers need to focus on for growth, as over 40 percent of the country’s total household population lives in these two big island groups.

Combined numbers highlighted that Vis-Min account for 42 percent of the country’s total FMCG spend. In fact, from 2014 to 2016, the spend rate in Visayas and Mindanao outperformed total Luzon (3.9) and total Philippines (4.4) with its 5.2 spend growth rate, according to Kantar Worldpanel.

Megasector Rise


Vis-Min’s spend growth is rising fast in almost all megasectors. According to Kantar Worldpanel, Vis-Min household FMCG megasector growth in terms of food, beverage and household care is significantly higher than that of Luzon’s, and it is a close second when it comes to personal care growth.










Personal Care



Household Care



Understanding the Vis-Min Market

Kantar Worldpanel research shows that purchasing habits and values of the Vis-Min market are unique. Vis-Min households spend over half of their FMCG budget on food (50.6%) and almost a quarter (23.6%) on beverages which differ from the 53.1 percent of food and 19.1 percent beverages purchases of those that live in Luzon. Moreover, they spend 17 percent for personal care products and the least, at 8.7 percent for household care items.

According to Ruth Sazon, Kantar Worldpanel Account Director, there is great potential for certain products to further grow in Visayas and Mindanao. FMCG categories such as yoghurt drinks, oyster sauce and hair treatments registered the highest growth at over 60 percent each, but with less than 25 percent penetration. In addition, Sazon said that Vis-Min households have a strong affinity with local brands. This is evident in the 26 percent growth by Virginia foods for their meat products and the 21 percent growth of Alert toothpaste.

“Brands have a tendency to focus on the spending power in Luzon, particularly on Metro Manila. However, our data shows that brands should not set aside the many opportunities that Visayas and Mindanao offer,” Sazon said. “There is so much potential in these areas. Rewarding results await brands that are successful in reaching out and tapping Vis-Min households.”

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