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SEA Insights

Vis-Min presents FMCG growth potential in 2017

Ruth Sazon

Account Director

Shopper 13.03.2017 / 00:00

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Consumers in Visayas and Mindanao account for 42% of the Philippines' total FMCG spend

While much of the attention has been centred on Luzon, the largest and most populous island in the Philippines, there are opportunities for FMCG products to grow in Visayas and Mindanao (Vis-Min for short).

Visayas comprise a collection of islands in central Philippines, including renowned tourist destinations Cebu, Boracay and Bohol. And at the foot of the archipelago is Mindanao, arguably the cultural heart of the Philippines where Davao is situated. 

Consumers in Vis-Min make up over 40% of total household population in the Philippines, with expenditure growing fast in almost all mega sectors. According to Kantar Worldpanel, Vis-Min’s household FMCG mega-sector growth in food, beverage and household care is significantly higher than that of Luzon’s, and is a close second in the personal care category.

Research from Kantar Worldpanel reveals the unique purchasing habits and values of the Vis-Min market. Vis-Min households spend over half of their FMCG budgets on food (50.6%) and almost a quarter (23.6%) on beverages, in contrast to shoppers in Luzon spending 53.1% on food and 19.1% on beverages. Vis-Min households also spend 17% of their budgets on personal care products, and 8.7% on household care items.

There is great potential for some products to grow in Visayas and Mindanao. FMCG categories such as yoghurt drinks, oyster sauce, and hair treatments registered the highest growth at over 60% each, with less than 25% penetration.

Vis-Min households also have a strong affinity with local brands, evident in the 26% growth by Virginia foods for their meat products, and the 21% growth for Alert toothpaste.

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

Source : Kantar Worldpanel Philippines

Editor's Notes

For more data and insights on FMCG in the Philippines or to speak to Ruth, please contact us.

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