FMCG Monitor MAT September 2016 PDF

FMCG
MONITOR
An Update of the Philippine FMCG market
MAT September 2016
National Philippines
1
Kantar Worldpanel
INSIDE
THIS ISSUE
KEY INDICATORS
RETAIL
LANDSCAPE
Q3 GDP increased its

momentum at 7.1% vs.
YAGO, still among the
fastest in the region;
while inflation rate rises
to 2.3% vs YAGO
Hyper/Supers
contribute significantly
to growth as well as
other Modern Trade,
while Sari-Saris Stores
post flat performance
HOT AREAS
Highest risers are

NCR, NLUZ and VIS
while all SECs grow.
EMERGING
TRENDS
FMCG TRENDS
PH FMCG managed to
sustain growth, posting
+7% on account of
bigger cash outlay;
fastest growth coming
from Household Care
For the past 3 years,

VISMIN spend posts
a more pronounced
growth across megacategories, driven by
more frequent
purchases; higher
skew is seen for
Beverages.
2
Kantar Worldpanel
KEY
INDICATORS
FMCG
TRENDS
HOT
AREAS
RETAIL
LANDSCAPE
EMERGING TRENDS
FMCG GROWTH
7.1%
MAT (52-weekly)
Q316 vs YA
6.2%
Q315 vs YA
GDP
2.3%
Quarterly (12-weekly)
Q316 vs YA
0.4%
Q315 vs YA
10
5
Philippine economy
has increased its
momentum in the 3rd
quarter this year,
growth driven by
manufacturing, trade,
real estate, renting
and other business
activities
Inflation
Rate
* Based on Value Sales
September 2015 vs YA
Sources:
September 2016 vs YA
Philippine Statistics Authority National Statistical Coordination Board (NSCB),

Bangko Sentral ng Pilipinas (BSP)
Kantar Worldpanel Household Panel National Philippines Total FMCG
3
Kantar Worldpanel
KEY
INDICATORS
FMCG
TRENDS
HOT
AREAS
RETAIL
LANDSCAPE
EMERGING TRENDS
FMCG MAT Growth Rates vs. YA

20
Average Price per Kg/Lit
Value Sales
Volume Sales
16
16
15
15
11
10
9
8
7
5
4
1
3
0
0
-2
-5
Spending still grows at

7% but is tapering off
coming from an
all-time-high in
December, average
price continues to
decline
-3
-1
-2
-3
-4
-6
-10
-8
MAT JUNE MAT SEPT MAT DEC
2014
2014
2014
MAT MAR MAT JUNE MAT SEPT MAT DEC

2015
2015
2015
2015
-8
MAT MAR MAT JUNE MAT SEPT

2016
2016
2016
Source: Kantar Worldpanel Household Panel National Philippines Total FMCG
4
Kantar Worldpanel
KEY
INDICATORS
FMCG
TRENDS
HOT
AREAS
RETAIL
LANDSCAPE
EMERGING TRENDS
FMCG MARKET
SALES EVOLUTION
MAT September 2016 vs YA
Actual Value in
MAT Sep 2016
% Growth/Decline vs. YA
Increased
consumption largely
fuels FMCG growth
as Filipino homes
purchase more per
shopping trip.
6
Kantar Worldpanel
KEY
INDICATORS
FMCG
TRENDS
HOT
AREAS
RETAIL
LANDSCAPE
EMERGING TRENDS
TOP 10 FMCG CATEGORIES
+7
TOTAL PH
FMCG PERFORMANCE
BY MEGA CATEGORY
% Value Change MAT September 2016 vs YA

Instant Coffee Powd
2)
Snacks
3)
Biscuits
4)
Shampoo
5)
Seasoning Powder
6)
Instant Noodles
7)
Cooking Oil
8)
Liquid Seasoning
9)
Laundry Powder
5
-7
5
2
% Change MAT September 2016 vs YA
Value
1)
10
-8
Price
-11
6
1
9
3
6
4
1
0
2
-5
8
4
10
2
2
Sugar
10)
Ranking based on Consumer Reach Points (Penetration x Frequency x HHs)
TOTAL FMCG
FOOD
BEVERAGE
PERSONAL CARE
HOUSEHOLD CARE
MAT September
2016
MAT September
2015
9
FMCG growth cuts across all mega-categories with Household Care growing faster than
national average; Average price drop lead by Beverages as seen in top category Instant
coffee powder. Home food recipes are seen to stabilize in this periodInstant noodles,
Cooking Oil and Sugar.
18
21
Php 650
Bln
18
52
Php 697
Bln
52
21
% Value Contribution to
Total FMCG
7
Kantar Worldpanel
KEY
INDICATORS
FMCG
TRENDS
HOT
AREAS
RETAIL
LANDSCAPE
EMERGING TRENDS
FMCG PERFORMANCE BY MEGA CATEGORY

MAT Growth Rates vs YA
FOOD
12.0TOTAL PH
Price per Volume

Value Sales
10.0
11.0
8.0
6.0
6.0
BEVERAGE
16.0
Price per Volume

Value Sales
Historical reads
show sustained
growth across all
mega categories
1.0
4.0
-4.0
2.0
0.0
-9.0
MAT JUN MAT SEP MAT DEC MAT MAR MAT JUN MAT SEP
2015
2015
2015
2016
2016
2016
2015
2015
2015
2016
2016
2016
PERSONAL CARE
16.0
14.0
12.0
10.0
8.0
6.0
4.0
2.0
0.0
Price per Volume

Value Sales
HOUSEHOLD CARE
14.0
Decline in price is
largely evident in the
beverage sector
Price per Volume

Value Sales
12.0
10.0
8.0
6.0
4.0
2.0
2015
2015
2015
2016
2016
2016
0.0
2015
2015
2015
2016
2016
2016
8
Kantar Worldpanel
KEY
INDICATORS
FMCG
TRENDS
HOT
AREAS
RETAIL
LANDSCAPE
EMERGING TRENDS
FMCG PERFORMANCE
BY REGION & SEC
+7
TOTAL PH
% Change in Value MAT Sept 2016 vs YA | (Value Contribution)
+10
+8
ABC
NCR
(16%)
+9
Growth is also
sustained across
regions; fastest
coming from North
Luzon, NCR and
Visayas.
NORTH
LUZON
(20%)
+3
ABC
(15%)
SOUTH
LUZON
(21%)
+7
VISAYAS
(19%)
D
(62%)
+12
+8
MINDANAO
(23%)
+4
E
(23%)
The same is true

across eco-classes
with upper-class
homes slightly
outpacing growth of
lower SECs
10
Kantar Worldpanel
KEY
INDICATORS
FMCG
TRENDS
HOT
AREAS
RETAIL
LANDSCAPE
EMERGING TRENDS
ZOOM IN TO GROWING REGIONS

% Change in Value - MAT Sep 2016 vs YA
+10
+9
Ninoy Aquino International

airport Expressway1
Construction of LRT 1 Cavite Line
Extension2
NCR
NLEx-SLEx Connector Road3
(16%)
VISAYAS
(19%)
+12
More ICT and BPO investments10

Surge in construction activities in
public infrastructure projects11
Mactan-Cebu International Airport
Passenger Terminal Building12
On-going construction of Angat Dam4

Plaridel Bypass Construction5
Central Luzon Link Expressway
Project6
NORTH
LUZON (20%)
Buoyant real estate market7

Laguna Lakeshore Express Dike
Project8
More mixed-use community projects9
+3
SOUTH
LUZON (21%)
Infrastructure
developments,
innovations in
public transport,
and the growing
BPO industry
(especially in
VisMin) sustained
PHs economic
growth
MINDANAO
(23%)
+4
Growing BPO industry13

Davao Sasa Port Modernization
Project14
12
Kantar Worldpanel
KEY
INDICATORS
FMCG
TRENDS
HOT
AREAS
RETAIL
LANDSCAPE
EMERGING TRENDS

Average Price
Spend per Buyer
(Php)/(Kg/L/Pcs) (Php)
44
ALL HOUSEHOLD
26,694
41
26,823
38
45
43
VISAYAS
350
83
84
334
338
MAT Sep 2014
81
85
353
381
90
74
30,296
387
78
30,829
387
80
MAT Sep 2015
Increased spending
was managed
across regions
despite average
price decline in
regions outside of
NCR
76
359
28,022
48
87
30,301
31,716
54
80
362
28,799
53
76
30,068
27,153
39
36
MINDANAO
337
113
332
26,763
51
111
353
28,989
50
SOUTH LUZON
107
317
35,935
41
89
303
33,565
36
85
299
31,856
35
80
352
31,190
34
NORTH LUZON
349
29,654
40
NCR
348
27,823
44
Spend per Trip

(Php)
Frequency
MAT Sep 2016
13
Kantar Worldpanel
KEY
INDICATORS
FMCG
TRENDS
HOT
AREAS
RETAIL
LANDSCAPE
EMERGING TRENDS

% Change in Value MAT September 2016 vs YA
+9
NCR
(16%)
FOOD
Family/Adult Milk
Biscuits
Cooking Oil
Liquid Seasoning
Instant Noodles
+10
NORTH LUZON
(20%)
+3
SOUTH LUZON
(21%)
+12
VISAYAS
(19%)
+4
MINDANAO
(23%)
+10
+19
+8
+5
+3
FOOD
Biscuits
Instant Noodles
Cooking Oil
Snacks
+10
+4
+3
+3
+2
FOOD
Liquid Seasoning
Frozen/Chilled Meat
Cooking Oil
Sugar
+2
-7
+3
+2
-2
FOOD
Biscuits
Family/Adult Milk
Snacks
Cooking Oil
+11
+20
+15
+12
+3
FOOD
Family/Adult Milk
Liquid Seasoning
Snacks
Biscuits
+3
+9
+9
+6
-5
-2
Family/Adult Milk
+2
Instant Noodles
+0
Instant Noodles
+2
Sugar
+2
Food
BEVERAGE
Water
Instant Coffee Powd
Liquid Juice
Softdrink
Powder Choco
+5
+16
+5
+5
+2
+1
BEVERAGE
Water
Beer
Powder Juice
Instant Coffee
Powder Choco
+8
+27
+20
+14
+9
+8
BEVERAGE
Water
Powder Juice
Instant Coffee Powd
Softdrink
Coffee Creamer
+3
+21
+19
+2
-4
-7
BEVERAGE
Beer
Water
Softdrink
Powder Juice
Powder Choco
+15
+38
+23
+13
+11
+8
BEVERAGE
Water
Beer
Powder Juice
Softdrink
Instant Coffee
+5
+17
+9
+5
+5
+4
PERSONAL CARE
Baby Diaper
Toothpaste
Bar Bath Soap
Hair Conditioner
Shampoo
+12
+31
+15
+9
+7
+7
PERSONAL CARE
Baby Diaper
Toothpaste
Bar Bath Soap
Shampoo
Hair Conditioner
+10
+23
+12
+9
+9
+9
PERSONAL CARE
Shampoo
Hair Conditioner
Bar Bath Soap
Toothpaste
Baby Diaper
+2
+11
+11
+9
+7
+0
PERSONAL CARE
Baby Diaper
Lotion
Shampoo
Toothpaste
Bar Bath Soap
+12
+15
+14
+12
+11
+11
PERSONAL CARE
Toothpaste
Hair Conditioner
Shampoo
Lotion
Bar Bath Soap
+2
+10
+8
+7
+5
+4
HOUSEHOLD CARE
Dishwash
Fabric Softener
Bleach
Laundry Powder
+9
+13
+11
+10
+10
HOUSEHOLD CARE
Fabric Softener
Laundry Powder
Dishwash
Laundry Bar
+15
+27
+13
+10
+3
HOUSEHOLD CARE
Dishwash
Fabric Softener
Laundry Powder
Laundry Bar
+7
+20
+11
+6
-3
HOUSEHOLD CARE
Dishwash
Fabric Softener
Laundry Powder
Bleach
+11
+24
+22
+12
+9
HOUSEHOLD CARE
Dishwash
Bleach
Fabric Softener
Laundry Powder
+8
+30
+13
+12
+10
Laundry Bar
+1
Laundry Bar
Beverage
Personal Care
HH Care
Laundry Bar
-4
All mega-sectors
contribute to growth
across NCR, North
Luzon and Visayas;
fastest growth seen
from Personal and
Household Care in
the Northern regions.
-3
14
Category Selection based on Share to Mega-Sector (atleast 5%) and Penetration within region (atleast 20%)
Kantar Worldpanel
KEY
INDICATORS
+7
TOTAL PH
FMCG
TRENDS
HOT
AREAS
44
ALL SEC
44
348
80
29,654
349
85
31,190
352
89
34
40,990
260
36
42,735
256
32
40
57
54
50
MAT Sep 14
168
78
30,129
356
85
31,551
353
89
22,955
361
64
23,998
368
65
380
25,480
MAT Sep 15
Spend per buyer

fueled by improved
spend per trip across
SECs
167
356
27,915
43
158
269
45,105
43
Class E
Spend per Trip

(Php)
Frequency
27,823
40
Class D
EMERGING TRENDS
FMCG PERFORMANCE
BY SEC
Average Price
Spend per Buyer
(Php)/(Kg/L/Pcs) (Php)
Class ABC
RETAIL
LANDSCAPE
67
MAT Sep 16
15
Kantar Worldpanel
KEY
INDICATORS
FMCG
TRENDS
HOT
AREAS
RETAIL
LANDSCAPE
EMERGING TRENDS
FMCG PERFORMANCE
BY SEC
+7
TOTAL PH
13
11
11
10
9
8
Class ABC
7
6
Class D
Class E
While all mega

sectors are growing
across all eco-class,
the ABC and E
homes perform
exceptionally well in
Beverages and
Household Care
Total FMCG
Food
Beverage
Personal Care
HH Care
16
Kantar Worldpanel
KEY
INDICATORS
FMCG
TRENDS
HOT
AREAS
RETAIL
LANDSCAPE
EMERGING TRENDS
ZOOM IN TO SEC
+8
Food
+7
+8
Class E
(23%)
+6
FOOD
+7
FOOD
+7
Family/Adult Milk
+10
Family/Adult Milk
+7
Liquid Seasoning
+11
Biscuits
+8
Liquid Seasoning
+6
Biscuits
+10
Can./Foil./P. Meat
+3
Biscuits
+5
Sugar
+6
Cooking Oil
+2
Snacks
+2
Snacks
+5
-4
Frozen/Chilled Meat
+2
Family/Adult Milk
+5
BEVERAGE
+11
BEVERAGE
+5
BEVERAGE
+11
Water
+28
Water
+17
Beer
+27
Powder Juice
+27
Beer
+16
Water
+25
Liquid Juice
+15
Powder Juice
+9
Powder Juice
+9
Softdrink
+14
Instant Coffee Powd
+5
Softdrink
+9
Instant Coffee Powd
+6
Softdrink
+2
Instant Coffee Powd
+6
PERSONAL CARE
+7
PERSONAL CARE
+8
PERSONAL CARE
+6
Toothpaste
+9
Hair Conditioner
+12
Bar Bath Soap
+12
Baby Diaper
+7
Baby Diaper
+12
Shampoo
+10
Shampoo
+5
Toothpaste
+12
Toothpaste
+9
+4
Shampoo
+10
Hair Conditioner
+5
+3
Bar Bath Soap
+8
Baby Diaper
+0
+10
HOUSEHOLD CARE
+9
HOUSEHOLD CARE
+13
Fabric Softener
+7
Dishwash
+20
Fabric Softener
+23
Dishwash
+16
Fabric Softener
+14
Dishwash
+23
Laundry Powder
+9
Laundry Powder
+10
Bleach
+15
Laundry Powder
+12
Laundry Bar
+6
Bar Bath Soap

Personal Care Hair Conditioner
HOUSEHOLD CARE
Bleach
HH Care
Class D
(62%)
FOOD
Frozen/Chilled Meat
Beverage
Class ABC
(15%)
Laundry Bar
-4
Laundry Bar
-5
Likewise, all megasectors contribute to

growth across SECs,
with Water,
Toothpaste and
Fabric softener
among top risers in
each eco-class

17
Kantar Worldpanel
KEY
INDICATORS
+7
TOTAL PH
FMCG
TRENDS
HOT
AREAS
RETAIL
LANDSCAPE
EMERGING TRENDS
FMCG PERFORMANCE
BY CHANNEL
% Value Contribution to Total
FMCG
% Change in Value - MAT September 2016 vs YA
MAT September
2015
MAT September
2016
SARI-SARI STORES
11
HYPER/SUPERMARKETS
2 6
Php 650
Bln
GROCERIES
MARKET STALLS
Traditional Trade,
though only stable
remains a key
FMCG in-home
channel
44
Php 697
Bln
-1
31
DRUG STORES
14
DIRECT SALES
14
CONVENIENCE ST.
33
32
Sari-Sari Stores
Hyper/Super
Groceries
Market Stalls
Drug Stores
Direct Sales
Convenience Store
Others
43
Another key
channel,
Hyper/Supers post
significant growth
along with
Drugstores, CVs
and Direct Sales
18
Kantar Worldpanel
KEY
INDICATORS
+7
TOTAL PH
FMCG
TRENDS
RETAIL
LANDSCAPE
EMERGING TRENDS
FMCG PERFORMANCE
BY CHANNEL
Penetration %
Spend per Buyer

(Php)
100
100
100
TOTAL CHANNELS
54
54
54
GROCERIES
73
74
70
MARKET STALLS
DRUG STORES
55
60
59
DIRECT SALES
54
60
60
17
20
20
348
349
352
238
240
239
12,420
13,305
13,438
86
87
87
HYPER/SUPER
Spend per Trip

(Php)
Frequency
27,823
29,654
31,190
99
99
99
SARI-SARI STORES
CONVENIENCE ST.
HOT
AREAS
80
85
89
52
55
56
45
44
45
10,010
10,426
11,301
223
238
254
31
30
30
3,805
3,963
3,964
123
131
133
29
27
27
2,030
2,024
2,094
70
75
78
13
12
12
167
173
196
794
852
962
5
5
6
165
169
172
427
444
565
6
5
6
2,200
2,145
2,433
MAT Sep 2014
Higher spending per

trip significantly
contributed to the
growth of
Hyper/Supers
Sari-Sari Stores
show stable
performance
77
90
90
MAT Sep 2015
MAT Sep 2016
19
Kantar Worldpanel
KEY
INDICATORS
FMCG
TRENDS
HOT
AREAS
RETAIL
LANDSCAPE
EMERGING TRENDS
ZOOM IN ON TOP 3 CHANNELS

% Change in Value - MAT Sep 2016 vs YA
+3
FOOD
Food
+11
FOOD
+0
Biscuits
+16
Instant Noodles
-5
Powder Seasoning
+6
Family/Adult Milk
+7
Biscuits
+0
Family/Adult Milk
+4
Cooking Oil
+0
Sugar
+3
Family/Adult Milk
-3
Snacks
Sugar
-4
+5
BEVERAGE
+7
BEVERAGE
+1
Beer
+18
Water
+39
Water
+68
Powder Juice
+7
Powder Juice
+24
Liquid Juice
+43
Instant Coffee Powd
+6
Liquid Juice
+14
Instant Coffee Powd
+5
Softdrink
+5
Powder Choco
+9
Powder Juice
-3
Water
+0
Softdrink
+9
Powder Choco
-3
+3
PERSONAL CARE
+11
PERSONAL CARE
+1
Shampoo
+9
Baby Diaper
24
Bar Bath Soap
18
Hair Conditioner
+8
Hair Conditioner
Shampoo
12
Toothpaste
+6
Toothpaste
Hair Conditioner
Bar Bath Soap
+3
Shampoo
Toothpaste
Baby Diaper
-10
Bar Bath Soap
Baby Diaper
-14
HOUSEHOLD CARE
HH Care
FOOD
GROCERIES
(7%)
-10
PERSONAL CARE
Personal Care
+2
+1
Liquid Seasoning
BEVERAGE
Beverage
+11HYPER/SUPERMARKETS
(32%)
SARI-SARI STORES
(43%)
+5
HOUSEHOLD CARE
+11
HOUSEHOLD CARE
Food, Personal
Care and
Household Care
products drive
Hyper/Supers
above national
performance
+6
Dishwash
14
Dishwash
13
Fabric Softener
+17
Bleach
11
Fabric Softener
13
Dishwash
+9
Fabric Softener
Laundry Powder
12
Laundry Powder
+6
Laundry Powder
Bleach
Laundry Bar
+4
Laundry Bar
-3
Laundry Bar
1
20 > 100 %
+++ % change
Kantar Worldpanel
KEY
INDICATORS
FMCG
TRENDS
HOT
AREAS
RETAIL
LANDSCAPE
EMERGING TRENDS
The Rise
of
VISMIN
Source: Kantar Worldpanel Household Panel National

Philippines Total FMCG
21
Kantar Worldpanel
KEY
INDICATORS
FMCG
TRENDS
HOT
AREAS
RETAIL
LANDSCAPE
EMERGING TRENDS
TOTAL PH
SPEND GROWTH RATES

BY MEGACATEGORY
3 YRS CAGR, as of MAT September 2016
TOTAL PH
4.7 3.9
5.9
FMCG
4.1 3.2
LUZON
7.4 7.1 8.0
5.4
Food
VISMIN
3.5
5.2
6.1 6.0 6.3
2.1
Bev
Personal Care
For the past 3 years,

VISMIN posts a more
pronounced growth
across all megacategories
HH Care
22
Kantar Worldpanel
KEY
INDICATORS
FMCG
TRENDS
HOT
AREAS
RETAIL
LANDSCAPE
EMERGING TRENDS
TOTAL PH
DRIVERS OF FMCG PERFORMANCE

KEY MEASURES | BY REGION
MAT SEPT 14
Ave. Spend
29,361
Total
PH
32,022
33,866
Ave. Price
VisMin
34,030
79.9
389
82.3
11.2
397
85.3
12.3
33,747
32,096
368
Spend/Trip
10.9
31,969
29,040
MAT SEPT 16
Frequency
11.3
29,593
Total
Luzon
MAT SEPT 15
356
83.1
12.1
373
85.8
12.6
378
89.4
10.1
383
Average FMCG
spend of VisMin
households increase
year-on-year, even
exceeding national
average as they
purchase more
frequently
75.8
9.7
412
77.9
9.8
423
80.4
23
Kantar Worldpanel
KEY
INDICATORS
FMCG
TRENDS
HOT
AREAS
RETAIL
LANDSCAPE
EMERGING TRENDS
TOTAL PH
%SPEND CONTRIBUTION
BY CHANNEL
As of MAT SEPTEMBER 2016
9.1
10
8.9
9.8
9.5
7.7
36.2
54.3
54.2
55.8
58.3
62.5
36
34
32
29
NL
SL
VIS
MIN
54
36
NATL NCR
ALL OTHERS
TRADITIONAL
TRADE
More households in
VisMin purchase in
traditional trade,
influencing higher
frequency of
purchase
MODERN
TRADE
Modern Trade = Hyper-Supers, Drugstore, CVS

Traditional Trade = Sari-sari, Market Stalls, Grocery
24
Kantar Worldpanel
KEY
INDICATORS
FMCG
TRENDS
HOT
AREAS
RETAIL
LANDSCAPE
EMERGING TRENDS
TOTAL PH
%SPEND CONTRIBUTION
BY DEMOGRAPHIC
BY SEC
29
BY HH SIZE
12
21
13
VIS
59
9
23
33
MIN
11
39
27
ABC
6 12
36
35
8 56
9
36
59
BY LIFESTAGE
37
FMCG spend in
VisMin primarily
driven by low income
groups, mostly Young
and Mixed HHs
44
33
HH Size 1-2
HH Size 5-6
HH Size 3-4
HH Size 7 +
Adult Single/Couple
Young HH
Mixed HH
Older HH
Adult HH
25
Kantar Worldpanel
KEY
INDICATORS
FMCG
TRENDS
HOT
AREAS
RETAIL
LANDSCAPE
EMERGING TRENDS
TOTAL PH
%SPEND CONTRIBUTION
BY MEGACATEGORY
10
16.8
10.6
17.6
9.2
15.7
19.2
17.5
21.6
HOUSEHOLD CARE
PERSONAL CARE
BEVERAGE
FOOD
54.0
54.3
53.5
TOTAL PH
LUZON
VISMIN
Food is still the

primary expense of
households nationally,
though VisMin has a
higher skew towards
beverages.
26
Kantar Worldpanel
KEY
INDICATORS
FMCG
TRENDS
HOT
AREAS
RETAIL
LANDSCAPE
EMERGING TRENDS
TOTAL PH
TOP 10 CATEGORIES IN LUZON AND VISMIN

CONSUMER REACH POINT
LUZON
1
2
3
4
5
6
7
8
9
10
Coffee Powder
Snacks
Shampoo
Biscuits
Breads
Instant Noodles
Cooking Oil
Laundry Powder
Sugar
Bar Soap
VISMIN
Coffee Powder
Snacks
Breads
Biscuits
Shampoo
Cooking Oil
Instant Noodles
Softdrinks
Laundry Powder
Laundry Bar
Among the
beverages, Instant
Coffee Powder and
Softdrinks take the
lead
27
Kantar Worldpanel
ABOUT KANTAR WORLDPANEL

Kantar Worldpanel is the global expert in shoppers behaviour.
Through continuous monitoring, advanced analytics and tailored solutions, Kantar Worldpanel
inspires successful decisions by brand owners, retailers, market analysts and government
organisations globally.
With over 60 years experience, a team of 3,500, and services covering 60 countries directly or
through partners, Kantar Worldpanel turns purchase behaviour into competitive advantage in
markets as diverse as FMCG, impulse products, fashion, baby, telecommunications and
entertainment, among many others.
For further information, please visit us at www.kantarworldpanel.com/ph.
CONTACT US
Kantar Worldpanel Philippines
7/F Sun Plaza, 1507 Shaw Blvd. corner Princeton St., Mandaluyong City, 1550, Philippines
+63 2 548-4505; +63 2 548-4516
Philippines@KantarWorldpanel.com
Kantar Worldpanel Philippines
@KWP_PH
28
Kantar Worldpanel

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FMCG

Q3 GDP increased its

Highest risers are

For the past 3 years,

Philippine Statistics Authority National Statistical Coordination Board (NSCB),

FMCG MAT Growth Rates vs. YA

Spending still grows at

MAT MAR MAT JUNE MAT SEPT MAT DEC

MAT MAR MAT JUNE MAT SEPT

Source: Kantar Worldpanel Household Panel National Philippines Total FMCG

Source: Kantar Worldpanel Household Panel National Philippines Total FMCG

TOP 10 FMCG CATEGORIES

% Value Change MAT September 2016 vs YA

% Change MAT September 2016 vs YA

Ranking based on Consumer Reach Points (Penetration x Frequency x HHs)

Source: Kantar Worldpanel Household Panel National Philippines Total FMCG

FMCG PERFORMANCE BY MEGA CATEGORY

Price per Volume

Price per Volume

Price per Volume

Price per Volume

% Change in Value MAT Sept 2016 vs YA | (Value Contribution)

The same is true

Source: Kantar Worldpanel Household Panel National Philippines Total FMCG

ZOOM IN TO GROWING REGIONS

Ninoy Aquino International

More ICT and BPO investments10

On-going construction of Angat Dam4

Buoyant real estate market7

Growing BPO industry13

ZOOM IN TO GROWING REGIONS

MAT Sep 2014

MAT Sep 2015

Spend per Trip

MAT Sep 2016

Source: Kantar Worldpanel Household Panel National Philippines Total FMCG

ZOOM IN TO GROWING REGIONS

Source: Kantar Worldpanel Household Panel National Philippines Total FMCG

Spend per buyer

Spend per Trip

Source: Kantar Worldpanel Household Panel National Philippines Total FMCG

% Change in Value MAT September 2016 vs YA

While all mega

Instant Coffee Powd

Instant Coffee Powd

Instant Coffee Powd

Bar Bath Soap

Bar Bath Soap

Bar Bath Soap

Likewise, all megasectors contribute to

Source: Kantar Worldpanel Household Panel National Philippines Total FMCG

% Change in Value - MAT September 2016 vs YA

Source: Kantar Worldpanel Household Panel National Philippines Total FMCG

Spend per Buyer

Spend per Trip

MAT Sep 2014

Higher spending per

MAT Sep 2015

MAT Sep 2016

Source: Kantar Worldpanel Household Panel National Philippines Total FMCG

ZOOM IN ON TOP 3 CHANNELS

Instant Coffee Powd

Instant Coffee Powd