Intelligence: Where Pinoys shop: Kantar Worldpanel reveals Filipinos’ shopping habits in 2017

MANILA – Research by Kantar Worldpanel, the global expert in shoppers’ behavior, shows that despite the influx of nearby hyper and supermarkets, Filipino shoppers still consider traditional trade (sari-sari stores and market stalls) as their number one shopping destination for fast-moving consumer goods (FMCG) products. Traditional trade enjoyed forty-six percent of total value contribution to FMCG sales in 2017, while hyper and supermarkets accounted for thirty percent. This is according to Kantar Worldpanel’s SmartShopper research, an annual study which delves into the opportunities and challenges for shopping channels and retailers.

SmartShopper tracks the purchasing habits and perception towards channels and retailers of Filipino homes. The study also reveals that Filipino’s FMCG purchases in drugs stores are on the rise with its shopping frequency growing steadily from 12.8 times in 2016 to 13.4 times in 2017, and spend per trip increasing from PHP187 to PHP 198.

Who’s on Top


While traditional trade proves to be the top option for Filipino’s FMCG shopping, five retailer accounts are seen to be the powerhouses of FMCG sales. Puregold, SM, Robinson’s, Mercury Drug and Gaisano collectively contribute to fifteen percent of total FMCG sales in the local market.

The fastest growing retailer among the five powerhouses is Mercury Drug, which posted a nineteen percent value change growth in 2017. Gaisano follows closely, with a fifteen percent value change increase. Hyper and supermarket giants Puregold and SM grew by five and two percent, respectively. Meanwhile, Robinson’s posted a seven percent decrease in value change.

Choosing Where to Shop

When asked about what they consider the most important factors when shopping in retailers, Filipino households ranked accessibility of location as their top priority. In terms of product range and layout, the study shows that Filipinos prefer retailers that have large choices of brands/types/sizes of products. Filipino shoppers prioritize retailers that make them feel like they’re spending their money wisely with good price points and promotions. They also tend to patronize retailers that help local manufacturers and their fellow Filipinos.

“Our research shows that while Filipino shoppers are embracing the expansion of hyper and supermarkets, they are still loyal patrons of traditional trade,” Alexandre Duterrage, Kantar Worldpanel Philippines General Manager said. “Kantar Wolrdpanel’s Smart Shopper Study is a unique tool that allows retailers and manufacturers to understand where consumers are purchasing their FMCG needs and why they choose to patronize that particular channel. The combination of the actual data from our panel and the insights we get from our extensive interviews provides a wealth of information that help our clients craft their business strategies to boost growth.”

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