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Filipinos prioritize food when buying products

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Data, insights, and consulting firm Kantar Philippines said Filipinos prioritize food products and consider price when buying fast-moving consumer goods, especially in the past two years of the coronavirus disease 2019 (Covid-19) pandemic, according to a report by Philippine News Agency.

In a virtual press briefing Tuesday, Kantar Philippines client director Niño Nierva said seven of the top 10 FMCG brands in 2021 are in the food sector.

He said Filipinos have to prioritize their purchases due to mobility restrictions brought by the pandemic, especially during the height of community quarantine.


“They had to also prioritize what’s going to be important to their basket. So essentially, we’ve seen that most food brands have been prioritized over the non-food because given the lifestyle and of course the budget constraints,” Nierva said.

He added the limited mobility at the peak of the Covid-19 crisis has affected the channel choices of consumers —from buying in their local neighborhood sari-sari stores to bigger supermarket chains.

In the past year, Nierva said more shoppers were returning to their local neighborhood stores as the economy normalized.

Meanwhile, Kantar’s latest survey showed the top 10 FMCG brands in the Philippines for the past decade – Lucky Me!, Nescafe, Surf, Silver Swan, Palmolive, Bear Brand, Milo, Ajinomoto, Safeguard, and Cream Silk.

These brands have at least 4.1 billion customer reach over the past 10 years.

It is also observed that most of these brands can be bought in sachets, which are more affordable for Filipino consumers.

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