Packaged Food in The Philippines

PACKAGED FOOD IN THE
PHILIPPINES
Euromonitor International
April 2014
PACKAGED FOOD IN THE PHILIPPINES
LIST OF CONTENTS AND TABLES

Executive Summary ..................................................................................................................... 1
Packaged Food Maintains Moderate Growth in 2013 ............................................................... 1
Filipino Consumers Seek Variety in Food Choices ................................................................... 1
Nestl Philippines Maintains the Lead in Packaged Food ........................................................ 1
Modern Grocery Retailers Dominates the Distribution of Packaged Food ................................ 1
Packaged Food Set To Grow at A Slower Pace in the Medium Term ...................................... 1
Key Trends and Developments .................................................................................................... 2
Better Economic Performance in 2013 Boosts the Performance of Packaged Food ................ 2
Manufacturers Cash-in on Filipinos Faster-paced Lifestyles.................................................... 2
New Product Developments Embody Filipinos Increasing Interest in Product Variety ............. 3
Players Go Beyond Traditional Marketing Campaigns To Engage Consumers ........................ 4
Foodservice Key Trends and Developments ............................................................................. 6
Headlines.................................................................................................................................. 6
Trends Sales To Foodservice ................................................................................................ 6
Trends Foodservice ............................................................................................................... 6
Prospects .................................................................................................................................. 7
Category Data .......................................................................................................................... 7
Table 1
Table 2
Table 3
Table 4
Foodservice Sales of Packaged Food by Category: Volume 20082013 ............................................................................................................. 7

Foodservice Sales of Packaged Food by Category: % Volume Growth
2008-2013 .................................................................................................... 8
Forecast Foodservice Sales of Packaged Food by Category: Volume
2013-2018 .................................................................................................... 8
Forecast Foodservice Sales of Packaged Food by Category: %
Volume Growth 2013-2018 .......................................................................... 9
Impulse and Ingulgence Products Key Trends and Developments ......................................... 10

Headlines................................................................................................................................ 10
Trends .................................................................................................................................... 10
Competitive Landscape .......................................................................................................... 11
Prospects ................................................................................................................................ 12
Category Data ........................................................................................................................ 13
Table 5
Table 6
Table 7
Table 8
Table 9
Table 10
Table 11
Sales of Impulse and Indulgence Products by Category: Volume

2008-2013 .................................................................................................. 13
Sales of Impulse and Indulgence Products by Category: Value 20082013 ........................................................................................................... 13
Sales of Impulse and Indulgence Products by Category: % Volume
Growth 2008-2013 ..................................................................................... 13
Sales of Impulse and Indulgence Products by Category: % Value
Growth 2008-2013 ..................................................................................... 14
NBO Company Shares of Impulse and Indulgence Products: % Value
2009-2013 .................................................................................................. 14
LBN Brand Shares of Impulse and Indulgence Products: % Value
2010-2013 .................................................................................................. 15
Forecast Sales of Impulse and Indulgence Products by Category:
Volume 2013-2018 ..................................................................................... 16
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Table 12
Table 13
Table 14
Forecast Sales of Impulse and Indulgence Products by Category:

Value 2013-2018 ........................................................................................ 16
Forecast Sales of Impulse and Indulgence Products by Category: %
Volume Growth 2013-2018 ........................................................................ 16
Forecast Sales of Impulse and Indulgence Products by Category: %
Value Growth 2013-2018 ........................................................................... 17
Meal Solutions Key Trends and Developments ....................................................................... 17

Headlines................................................................................................................................ 17
Trends .................................................................................................................................... 17
Prospects ................................................................................................................................ 19
Category Data ........................................................................................................................ 20
Table 15
Table 16
Table 17
Table 18
Table 19
Table 20
Table 21
Table 22
Table 23
Table 24
Sales of Meal Solutions by Category: Volume 2008-2013 ......................... 20

Sales of Meal Solutions by Category: Value 2008-2013 ............................ 20
Sales of Meal Solutions by Category: % Volume Growth 2008-2013 ......... 20
Sales of Meal Solutions by Category: % Value Growth 2008-2013 ............ 21
NBO Company Shares of Meal Solutions: % Value 2009-2013 ................. 21
LBN Brand Shares of Meal Solutions: % Value 2010-2013........................ 22
Forecast Sales of Meal Solutions by Category: Volume 2013-2018 .......... 23
Forecast Sales of Meal Solutions by Category: Value 2013-2018 ............. 23
Forecast Sales of Meal Solutions by Category: % Volume Growth
2013-2018 .................................................................................................. 23
Forecast Sales of Meal Solutions by Category: % Value Growth 20132018 ........................................................................................................... 24
Nutrition/staples Key Trends and Developments ..................................................................... 24

Headlines................................................................................................................................ 24
Trends .................................................................................................................................... 24
Prospects ................................................................................................................................ 26
Category Data ........................................................................................................................ 27
Table 25
Table 26
Table 27
Table 28
Table 29
Table 30
Table 31
Table 32
Table 33
Table 34
Sales of Nutrition/Staples by Category: Volume 2008-2013....................... 27

Sales of Nutrition/Staples by Category: Value 2008-2013.......................... 27
Sales of Nutrition/Staples by Category: % Volume Growth 2008-2013 ...... 28
Sales of Nutrition/Staples by Category: % Value Growth 2008-2013 ......... 28
NBO Company Shares of Nutrition/Staples: % Value 2009-2013 .............. 28
LBN Brand Shares of Nutrition/Staples: % Value 2010-2013 ..................... 29
Forecast Sales of Nutrition/Staples by Category: Volume 2013-2018 ........ 30
Forecast Sales of Nutrition/Staples by Category: Value 2013-2018 ........... 30
Forecast Sales of Nutrition/Staples by Category: % Volume Growth
2013-2018 .................................................................................................. 31
Forecast Sales of Nutrition/Staples by Category: % Value Growth
2013-2018 .................................................................................................. 31
Market Data ................................................................................................................................ 31

Table 35
Table 36
Table 37
Table 38
Table 39
Table 40
Sales of Packaged Food by Category: Volume 2008-2013 ........................ 31

Sales of Packaged Food by Category: Value 2008-2013 ........................... 32
Sales of Packaged Food by Category: % Volume Growth 2008-2013 ....... 33
Sales of Packaged Food by Category: % Value Growth 2008-2013 .......... 33
GBO Company Shares of Packaged Food: % Value 2009-2013 ............... 34
NBO Company Shares of Packaged Food: % Value 2009-2013 ............... 34
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II
Table 41
Table 42
Table 43
Table 44
Table 45
Table 46
Table 47
Table 48
LBN Brand Shares of Packaged Food: % Value 2010-2013 ...................... 35

Penetration of Private Label by Category: % Value 2008-2013 ................. 36
Distribution of Packaged Food by Format: % Value 2008-2013 ................. 36
Distribution of Packaged Food by Format and Category: % Value
2013 ........................................................................................................... 37
Forecast Sales of Packaged Food by Category: Volume 2013-2018 ......... 39
Forecast Sales of Packaged Food by Category: Value 2013-2018 ............ 40
Forecast Sales of Packaged Food by Category: % Volume Growth
2013-2018 .................................................................................................. 40
Forecast Sales of Packaged Food by Category: % Value Growth
2013-2018 .................................................................................................. 41
Definitions................................................................................................................................... 42
Sources ...................................................................................................................................... 42
Summary 1
Research Sources ...................................................................................... 42
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III
PACKAGED FOOD IN THE

PHILIPPINES
EXECUTIVE SUMMARY
Packaged Food Maintains Moderate Growth in 2013
The local packaged food market is expected to remain vibrant in 2013, reporting current value
growth of 5%. The dynamic economic performance in the Philippines helped to boost incomes,
which led to higher purchasing power. Meanwhile, consumers confidence also increased, and
encouraged spending amongst all income groups. Filipinos consumption of packaged food was
also encouraged by manufacturers efforts to push their products via traditional means such as
tri-media campaigns and price promotions. 2013, however, saw more manufacturers venturing
into more innovative means of engaging consumers, such as a presence in social media and
the organisation of health-related events and activities.
Filipino Consumers Seek Variety in Food Choices

Packaged food manufacturers responded to Filipino consumers increasing demand for
variety through the introduction of products which offered new flavours, convenience and health
benefits. Increasing incomes amongst urban dwellers encouraged the creation of impulse and
indulgence products to satisfy the craving for something new and different. Filipinos also
increasingly looked for convenience products to keep up with their faster-paced lifestyles.
Meanwhile, there was an emerging group of health-conscious consumers looking for healthier
alternatives.
Nestl Philippines Maintains the Lead in Packaged Food

The local arm of Nestl SA, Nestl Philippines Inc, accounts for the highest share in the local
packaged food market, maintaining its lead in dairy and baby food. During 2013 the company
continued to strengthen its product portfolio, whilst building and cementing its relationship with
consumers through its marketing campaigns. Nestl Philippines continued to emphasise its
commitment to bring wellness via its launch of products which have a health positioning.
Modern Grocery Retailers Dominates the Distribution of Packaged Food

During 2013, modern grocery retailers is expected to continue eating into the share of
traditional channels and emerge as the most important distribution channel for packaged food.
Channels such as hypermarkets, supermarkets, convenience stores and forecourt retailers are
expected to account for more than half of overall value sales of packaged food in 2013. The
recent expansion strategy of chained players such as SM Investments Corp, Puregold Price
Club and Philippine Seven Corp, amongst others, largely contributed to the increase of modern
grocery retailers in packaged food.
Packaged Food Set To Grow at A Slower Pace in the Medium Term

Over the forecast period the packaged food market in the Philippines is expected to continue
to grow. The expected revitalisation of the Philippine economy will play a significant role in
stimulating consumption. Economic growth will continue to improve levels of income and the
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propensity to spend. However, growth will be mitigated by the increasing maturity of major
categories including dairy, oils and fats and bakery.
KEY TRENDS AND DEVELOPMENTS

Better Economic Performance in 2013 Boosts the Performance of
Packaged Food
The Philippine economy stood out from its Asian peers, as it reported higher than expected
gross domestic product (GDP) growth of 8% during the first quarter of 2013. This uptick in
economic performance was contributed by the strong spending of the government, the influx of
remittances from OFW (overseas Filipino workers) and investment in construction. In the year
as a whole, the Philippine economy is projected to grow by 6%, which is slightly slower than the
7% recorded in 2012.
The strong economic performance in 2013 enabled the packaged food market to maintain its
moderate growth. Total revenue is set to increase by 5% in current terms, which is on a par with
the 2012 growth rate. Improving incomes, especially amongst urban dwellers and families of
OFW, stimulated consumption. Strong consumer confidence in the economy translated into
better spending. Furthermore, the purchase of packaged food was encouraged by low inflation,
which kept the unit prices of major commodities at bay.
Despite the growth in the economy, the highly skewed distribution of incomes in the
Philippines limited the growth to some categories, whilst bringing contraction to others.
Generally, impulse and indulgence products, which appeal to more affluent consumers, is
expected to continue to accelerate in 2013, whilst nutrition/staples, which is more geared
towards the mass-market, is expected to slightly decelerate.
Outlook
Economic experts agree that the Philippines is entering a phase of rapid economic growth, as
fiscal reforms and other recent developments are coming to fruition. Euromonitor International
projects that the local economys real GDP will see moderate annual growth of 5.5% from 2014
to 2018, which is slightly lower than the 6.0% target set by the Philippine government. Economic
growth will be seen on the back of greater spending on infrastructure and the improving
business climate. Key growth drivers such as remittances from OFW, exports and business
process outsourcing will remain robust in the next five years.
Packaged food will continue to benefit from the projected dynamic economic growth over the
forecast period. It should be noted that spending on packaged food will continue to depend on
Filipino consumers level of income and purchasing power. The constant value CAGR for
packaged food over the forecast period is expected to hit 3%. Middle-income Filipinos are likely
to experience the biggest improvement in incomes, as job opportunities will remain concentrated
in urban areas. This trend will offer good prospects for impulse and indulgence products, as well
as categories which are still small, such as meal replacement, snack bars, soy milk, olive oil and
fresh/pasteurised milk. Meanwhile, faster-paced lifestyles amongst consumers in the metropolis
could stimulate demand for meal solutions, especially ready meals.
Manufacturers Cash-in on Filipinos Faster-paced Lifestyles

Filipinos lifestyles are increasingly becoming faster-paced, as more consumers join the
workforce. The opening up of business process outsourcing in key cities nationwide further
increased the number of Filipinos working irregular working hours. Furthermore, the increasing
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number of dual-income families challenges Filipino households in terms of food preparation and
spending time with their family.
Manufacturers continued to respond to Filipinos growing demand for convenient products
through the launch of brands which kept up with their busier lifestyles. In 2012, Hunt-Universal
Robina Corp launched its new variant of Hunts Pork n Beans called Hunts Chili n Beans in
stand-up pouches. Aside from focusing on its new flavour, the manufacturer also emphasised
the ease of serving the product, as it can be heated in its pouch. On the other hand, Nestl
Philippines launched Maggi Magic Meals; this allows busy consumers to cook rice and ulam at
the same time.
Aside from the introduction of new products, companies also tried to instil a work-life balance
through the positioning of their brands. Selecta continued to encourage families to bond at the
weekend, and reminded parents that every weekend counts. The leader in noodles, Lucky Me,
emphasised the importance of sharing meals with the family through its annual Famealy Day
event. During 2013 Oreo positioned itself as the favourite bonding cookie amongst families, and
encouraged parents to log-in Oreo Time, or time that they spend with their families, with a goal
of collecting one million Oreo Time. Milo R2 is geared to reminding workers to pursue other
activities outside work by supplying them with more energy. It should be noted that
manufacturers are tapping into Filipinos close family ties and regard for their families.
Outlook
The good economic prospects in the Philippines will help to create more jobs, especially in
urban areas. The expansion of business processing hubs in more provincial cities will continue
to boost employment in these locations. Because of these developments, Filipinos will continue
to live faster-paced lifestyles. With more women joining the workforce, the number of dualincome families will also increase. This could lead to greater concern and a greater challenge of
preparing daily meals and spending time with the family.
With these expectations, manufacturers are expected to come up with more products which
will respond to consumers increasing need for convenience. This trend also offers good
opportunities to meal solutions such as ready meals, canned/preserved food, sauces, dressings
and condiments and other nutrition/staples products, such as childrens breakfast cereals and
packaged/industrial bread. Filipino workers are expected to choose products which will allow
them to save time. Thus, product features such as quick cooking, complete solutions and
microwaveability could emerge to serve the need for convenience.
Aside from new product introductions, companies will remain aggressive in encouraging
consumers to spend more time with their families. Appealing to Filipinos values, family-oriented
campaigns are expected to strengthen the positioning of brands and help to cement customer
loyalty. The focus on spending time with the family is seen to get good support from Filipinos,
especially amongst urban dwellers. Although impulse and indulgence products are more
aggressive in this regard at the moment, it is expected that more players will jump onto the
bandwagon.
New Product Developments Embody Filipinos Increasing Interest in

Product Variety
Rising incomes in the Philippines, together with Filipinos exposure to foreign products
through travelling abroad and internet technology, stirred interest in new products and increased
the demand for variety. Young professionals and more affluent customers are increasingly
becoming more interested in gourmet and higher-quality products. Meanwhile, aspirational
middle- and lower-income consumers are also becoming more adventurous and willing to try out
new products, especially those which generate a strong buzz.
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The phenomenal success of Magnum ice cream in 2011 signalled the presence of a
consumer segment willing to try out premium products. This led to a number of high-priced ice
cream brands which are positioned to offer new experiences to consumers. An example of this
is Nestl Crunch, which capitalises on Filipinos love of chocolate. Nestl Crunch is singleportion dairy ice cream which is made up of three layers of chocolate crispy and crunchy
chocolate outer shell, chocolate fudge filling in the centre and creamy chocolate ice cream
sandwiched in between. Another interesting launch for Nestl was its first flavoured coffee
whitener, Coffee-mate Creamy Caramel.
Manufacturers also responded to consumers preference for new products through the launch
of more innovative flavours. Some products preferred to stick with flavours which are considered
classic and well-loved. Universal Robina Corp launched its newest Pancit ni Mang Juan noodle
brand, which features familiar Filipino dishes such as abodo and sweet and spicy barbecue. It
should be noted that this move veered away from the recent popularity of Chinese, Japanese
and Korean flavours in noodles. Star margarine launched its newest flavours, chocolate and
vanilla, rivalling other spreads brands. Monde Nissin Corps Sky Flakes introduced new biscuits
filled with condensed milk and chocolate. Nestl Philippines offered two new flavours of its Nido
Fortified powder milk (chocolate and melon).
Outlook
Increasing incomes amongst young professionals in the Philippines will continue to increase
the demand for better product variety. Filipinos exposure to wider cuisine outside their homes
will raise their standards and make them more adventurous in terms of the food that they
consume at home. This could continue to encourage manufacturers to improve their offerings
and widen their product portfolios to include more flavour innovations. Amongst middle- and
lower-income consumers, variety is needed to sustain consumers interest in brands. The
number of alternatives present in the market could also facilitate more frequent consumption, as
consumers are given more choice.
Gourmet products are expected to become more prominent in categories targeting more
affluent consumers and young professionals. Indulgence products such as ice cream, chocolate
confectionery, cakes and pastries would strongly benefit from a premium positioning. The use of
higher-quality ingredients, especially those which are sourced abroad, could help to create an
upscale image. Another opportunity in the medium term is the launch of products which are
popular in consumer foodservice. For instance, companies could take advantage of the growing
prominence of Mexican, Korean and Japanese full-service restaurants by launching ready
meals and canned/preserved food which feature dishes from these cuisines.
Flavour innovation will continue to be a popular strategy in order to maintain the interest of the
mass-market. As in 2013, manufacturers are expected to launch flavours which are familiar to
and well-loved by Filipinos in order to minimise risk. Chocolate flavour will continue to be very
popular in ice cream, confectionery, bakery and dairy. Filipino dishes will dominate
canned/preserved food, sauces, dressings and condiments and ready meals, but Asian dishes
are also expected to emerge.
Players Go Beyond Traditional Marketing Campaigns To Engage

Consumers
Traditionally, manufacturers in the local packaged food market utilised tri-media advertising
campaigns to inform consumers about new product launches and to build their brand image.
Meanwhile, in-store promotions such as free tasting events were also carried out to encourage
trial purchases. Promotional pricing, including bundling and discount offers, were also carried
out to compete head-on with competitors and emphasise value for money. Whilst these
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strategies remain popular in the Philippines, players are resorting to more engaging campaigns
which necessitate the participation and direct contribution of consumers.
Packaged food manufacturers jumped onto the bandwagon, following players which had
established a presence on social networking sites. Companies fan pages serve as a means to
communicate directly with their target market. Consumers are informed of new launches,
company news and promotional campaigns in real time. In addition, exclusive online promotions
are made available to fans.
In 2013, companies continued to use social media in order to complement their traditional
strategies. Starting in 2012, Selecta was aggressive in the promotion of the new use for its
Selecta Super Thick Ice Cream variant. Consumers were encouraged to make their own ice
cream cake and post pictures on the companys Facebook page. Snickers launched its own
Facebook page to support its Youre Not You When Youre Hungry promotion. Meanwhile,
Nestl Philippiness Break Movement for Kit Kat also found a home on Facebook. Gardenia
Philippiness Health and Wellness Campaign also reflected in the health-related posts it made
on Facebook. Interestingly, television advertisements from packaged food manufacturers
encouraged consumers to check out their Facebook pages for additional information and join
promotions. Maggi went a step further by posting a series of celebrity cooking videos which
feature its brands in sauces, dressings and condiments.
Aside from social media, companies also tapped into the increasing health and wellness
concerns in the Philippines. Nestl Philippines launched its Wellness Expo to cement its image
as a healthy company. Meanwhile, brands such as Alaska, Ensure, Yakult and NutriBar
sponsored running events and other sports activities, emphasising their commitment to help
Filipinos to live a healthier lifestyle.
Outlook
Manufacturers will continue to align their marketing campaigns with emerging trends in the
local landscape. Even though tri-media campaigns and other traditional advertising efforts are
expected to remain popular in the medium term, manufacturers of packaged food will
increasingly use new schemes in order to reach consumers. The use of social media is
expected, especially for mid-priced and premium brands, which are geared towards the highend of the market. Filipinos improved access to the internet via cheaper subscription plans,
wider coverage and the availability of cheaper smartphones and tablets will all contribute to the
popularity of social networking sites and the use of the internet in purchasing decisions.
Social networking sites such as Facebook and Twitter are expected to be seen from more
manufacturers in the medium term. Manufacturers will continue to refer buyers to their fan
pages, and will even use their traditional advertising campaigns to inform consumers about their
online presence. Using social networks will facilitate direct interaction between companies and
consumers. By posting relevant posts and helpful tips, companies can strengthen their brand
image whilst they deepen their relationship and involvement with customers. An online presence
is also seen to be a lower-cost alternative than television advertising, and could be used
especially when tapping small consumer groups.
Meanwhile, companies are also expected to work on aligning their marketing campaigns to
serve the growing interests of the Filipino population. As consumers are becoming more
informed about health and nutrition, marketing campaigns are expected to involve more experts,
and studies about the health benefits of products. This is especially true amongst middle-income
consumers. The use of sporting activities as a means to engage and capture the interest of
health-conscious Filipinos will also be popular in the medium term. Aside from organising fun
runs, manufacturers are expected to be more creative, and could support other fitness activities,
such as marathons, cycling, swimming and others.
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FOODSERVICE KEY TRENDS AND DEVELOPMENTS

Headlines
Foodservice volume demand continues to improve, on the back of the dynamic performance
of consumer foodservice
Frozen processed poultry is the fastest volume growth with 7% in 2013
Other RTE cereals contracts by 6% in volume terms in 2013
The total number of consumer foodservice outlets inches up by 1% in 2012
Foodservice faces bright prospects
Trends Sales To Foodservice

There remained strong demand for packaged food from consumer foodservice in 2013. This
was driven by the dynamic eating-out trend in the Philippines as the economy improved. The
emergence of high-income young professionals maintained the growth in fast food and fullservice restaurants. This significantly improved demand amongst chained consumer
foodservice players for packaged food.
Frozen processed food is expected to be among the fastest growth in 2013, with volume sales
jumping by 5%. It should be noted that frozen processed poultry reported a stellar
performance during recent years, as consumer foodservice giant Jollibee Foods Corp
introduced its chicken nugget meal in the market. Catering to children, these products
continued to experience strong demand in 2013. In addition, breakfast meals are gaining
popularity in the market, thereby contributing to the strong demand for well-loved processed
food including hot dogs, longganisa and tocino, amongst others.
The demand for other RTE cereals continued to decline, with volume sales expected to
contract by 6% in 2013. For breakfast, Filipinos continue to prefer rice and ulam, which is
usually frozen processed meat products. Other RTE cereals declined in both retail and
foodservice volumes due to consumers preference for childrens breakfast cereals.
Local manufacturers Universal Robina Corp and San Miguel Pure Foods are amongst the
largest players in consumer foodservice. Aside from serving chained consumer foodservice
brands, these two companies also serve the needs of smaller independent players, especially
bakeries and carinderias. On the other hand, Unilever Foods Philippines (CMC), Del Monte
Pacific and Southeast Asia Foods are amongst the biggest suppliers of sauces, dressings and
condiments to consumer foodservice players.
Trends Foodservice
During 2012, consumer foodservice in the Philippines was accelerating, benefiting from the
dynamic performance of the Philippine economy. Eating-out amongst urban households has
become more frequent, whilst the expansion of chained fast food and full-service restaurants
in key cities nationwide has also generated demand from middle-income consumers in these
locations. In 2012 the number of consumer foodservice outlets increased by 1%.
In terms of foodservice sales, a volume increase of 5% is expected in 2013. Eating-out is still
a favourite family bonding activity amongst Filipino households. For young professionals,
eating-out is a form of relaxation and indulgence. The faster pace of life in the country
encourages consumers to spend on eating-out and other leisure activities. This trend is
supported by the increasing level of income amongst urban workers.
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Despite the increasing frequency of eating out, most Filipinos still eat at home most of the
time. Most Filipino households consider eating out as a weekly affair, whilst busy
professionals eat out more often. Thus, there is not yet much interplay between packaged
food and consumer foodservice. In recent years, packaged food manufacturers tried to launch
flavours from popular consumer foodservice cuisine. For instance, manufacturers of noodles
cashed-in on the popularity of Chinese and Korean cuisine in consumer foodservice by
launching Chinese and Korean flavours.
Prospects
The packaged food market will continue to benefit from the bright prospects for consumer
foodservice in the Philippines. As consumer foodservice players eye untapped provincial
locations, the demand for packaged food is expected to expand in order to serve their needs.
Meanwhile, the niche of more affluent consumers in Metro Manila could lead to the opening of
high-end consumer foodservice brands, and offers opportunities to imported and premium
packaged food products.
Foodservice volumes in the Philippines are expected to continue to experience growth over
the forecast period. With the expansion of more international or local chained consumer
foodservices players in the Philippines expected in the forecast period, demand for
foodservice is likely to grow. The growing incomes of consumers and the higher demand for
convenience are likely to drive this growth.
Compared with the review period, foodservice volume sales are expected to be slower as the
market matures. There is an opportunity to increase the frequency of eating-out in the
country, but this will be limited to Metro Manila and other key cities. Furthermore, newly
opened outlets in the provinces will not yield the same level of transactions generated by citybased outlets. Thus, despite the opening of more outlets, the transactions per outlet could
decline.
Manufacturers of packaged food catering to foodservice companies will continue to keep
themselves competitive via keeping their unit prices stable. It should be noted that price will
remain a primary consideration of foodservice players. However, customisability of products,
good customer service and stable supply will also affect the purchasing decision. Strategic
partnerships between customers and suppliers will be strengthened through the use of
technology which connects the operations between these two players, allowing both to be
more efficient and responsive to needs which arise.
Category Data
Table 1
Foodservice Sales of Packaged Food by Category: Volume 2008-2013
'000 tonnes
Baby Food
Bakery
Canned/Preserved Food
Chilled Processed Food
Confectionery
Dairy
Dried Processed Food
Frozen Processed Food
Ice Cream
Meal Replacement
2008
2009
2010
2011
2012
2013
102.6
31.4
15.6
2.8
49.1
47.3
57.8
3.0
-
103.2
33.3
16.6
2.9
49.8
49.8
66.3
3.0
-
104.8
35.3
17.5
2.9
50.6
52.8
74.5
3.1
-
106.5
37.2
18.4
3.0
51.4
54.7
78.9
3.1
-
108.3
39.1
19.3
3.1
52.3
56.7
83.2
3.1
-
110.3
41.0
20.2
3.1
53.1
58.3
87.6
3.2
-
Noodles
Oils and Fats
Pasta
Ready Meals
Sauces, Dressings and
Condiments
Snack Bars
Soup
Spreads
Sweet and Savoury Snacks
Impulse and Indulgence
Products
Nutrition/Staples
Meal Solutions
Packaged Food
Source:
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13.7
114.5
14.9
0.3
47.8
14.3
120.1
16.4
0.3
49.9
14.8
126.6
18.3
0.3
51.8
15.4
132.2
19.1
0.3
53.7
15.9
138.0
20.1
0.3
55.4
16.4
144.2
20.7
0.3
57.1
0.3
3.6
17.8
59.0
0.4
3.6
18.4
60.0
0.4
3.6
19.0
61.3
0.4
3.7
19.5
62.7
0.4
3.7
20.0
64.0
0.4
3.8
20.4
65.4
281.6
153.3
493.4
290.7
166.7
516.9
302.1
179.8
542.6
311.3
188.9
562.3
321.2
197.8
582.4
330.9
206.7
602.4
Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 2
Foodservice Sales of Packaged Food by Category: % Volume Growth 20082013
% volume growth
Baby Food
Bakery
Confectionery
Dairy
Ice Cream
Meal Replacement
Noodles
Oils and Fats
Pasta
Ready Meals
Sauces, Dressings and Condiments
Snack Bars
Soup
Spreads
Impulse and Indulgence Products
Nutrition/Staples
Meal Solutions
Packaged Food
Source:
2012/13
2008-13 CAGR
2008/13 Total
1.8
4.7
4.8
2.0
1.6
2.7
5.2
1.6
3.2
4.5
3.0
2.6
3.0
4.4
1.6
2.2
2.1
3.0
4.5
3.4
1.5
5.4
5.3
2.0
1.6
4.3
8.7
1.4
3.7
4.7
6.9
3.0
3.6
4.0
1.1
2.8
2.1
3.3
6.2
4.1
7.5
30.3
29.6
10.4
8.3
23.2
51.4
7.1
19.8
25.9
39.3
16.0
19.5
21.5
5.6
15.0
10.8
17.5
34.8
22.1
Table 3
Forecast Foodservice Sales of Packaged Food by Category: Volume 20132018
'000 tonnes
Baby Food
2013
2014
2015
2016
2017
2018
Bakery
Confectionery
Dairy
Ice Cream
Meal Replacement
Noodles
Oils and Fats
Pasta
Ready Meals
Condiments
Snack Bars
Soup
Spreads
Products
Nutrition/Staples
Meal Solutions
Packaged Food
Source:
Passport
110.3
41.0
20.2
3.1
53.1
58.3
87.6
3.2
16.4
144.2
20.7
0.3
57.1
112.4
42.8
21.2
3.2
54.0
59.7
91.9
3.3
16.9
150.9
21.3
0.3
58.7
114.7
44.7
22.1
3.3
54.9
61.0
95.7
3.3
17.4
158.0
21.8
0.3
60.3
117.1
46.5
22.9
3.3
55.8
62.3
99.6
3.4
17.9
165.6
22.3
0.3
61.8
119.7
48.4
23.8
3.4
56.8
63.4
103.4
3.4
18.3
173.8
22.8
0.3
63.3
122.5
50.2
24.7
3.5
57.8
64.4
107.0
3.5
18.7
182.6
23.2
0.3
64.7
0.4
3.8
20.4
65.4
0.4
3.9
20.8
66.8
0.5
3.9
21.2
68.2
0.5
4.0
21.5
69.6
0.5
4.0
21.7
71.1
0.5
4.1
21.9
72.6
330.9
206.7
602.4
341.2
215.4
622.7
352.0
223.6
643.0
363.3
231.7
663.9
375.1
239.8
685.2
387.6
247.5
706.9
Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Table 4
Forecast Foodservice Sales of Packaged Food by Category: % Volume

Growth 2013-2018
% volume growth
Baby Food
Bakery
Confectionery
Dairy
Ice Cream
Meal Replacement
Noodles
Oils and Fats
Pasta
Ready Meals
Snack Bars
Soup
Spreads
Nutrition/Staples
Meal Solutions
Packaged Food
Source:
2017/18
2013-18 CAGR
2013/18 Total
2.3
3.7
3.5
2.4
1.7
1.6
3.6
2.4
2.2
5.0
1.8
1.7
2.2
6.2
1.5
1.0
2.1
3.3
3.2
3.2
2.1
4.2
4.0
2.3
1.7
2.0
4.1
2.0
2.6
4.8
2.3
2.0
2.5
5.3
1.6
1.4
2.1
3.2
3.7
3.3
11.0
22.6
21.8
11.8
8.8
10.5
22.2
10.4
13.8
26.6
11.9
10.6
13.2
29.5
8.1
7.4
10.9
17.1
19.8
17.4
trade sources
IMPULSE AND INGULGENCE PRODUCTS KEY TRENDS AND

DEVELOPMENTS
Headlines
Impulse and indulgence products increases by 5% in current value terms to reach Ps124.0
billion in 2013
Improving incomes in the Philippines help to boost demand
Biscuits sees the most dynamic performance, with sales increasing by 7% in current value
terms in 2013
Unit prices increase in all categories except snack bars
Universal Robina Corp accounts for the highest value share of 22% in 2013
Impulse and indulgence products is expected to see a constant value CAGR of 3% in the
forecast period
Trends
Impulse and indulgence products is expected to increase by 5% in current value terms in
2013, supported by increasing purchasing power amongst Filipino consumers. The better
performance of the Philippine economy allowed incomes to rise, especially amongst urban
dwellers. Impulse and indulgence products offer convenience and relaxation to consumers
with a faster pace of life. Being readily consumable and available, these products can be
convenient as snacks. Products such as ice cream, chocolate confectionery and cakes serve
as a treat after a long days work.
Compared with 2012, when impulse and indulgence products increased by 5% in current
value terms, 2013 is expected to see a slightly better performance. This is due to the aboveexpected performance of the Philippine economy and the local elections, which brought more
job opportunities. Smaller categories such as cakes, ice cream and pastries also remained
dynamic as the market expanded.
Biscuits is expected to see the strongest growth in impulse and indulgence products in 2013.
Sales of biscuits are expected to increase by 7% in current value terms, as manufacturers
aggressive marketing campaigns came to fruition. Leading players such as Republic Biscuit
Corp, Monde Nissin Corp and Mondelez Philippines all heavily invested in tri-media
campaigns which were aimed at generating better demand amongst school children. The
emphasis on health benefits via the products nutritional content was successful in making
biscuit brands from these companies the number one choice as school snacks.
Snack bars is expected to remain the smallest and slowest growing category in impulse and
indulgence products in 2013. There are only a few of brands available, and availability
remains limited. The dominance of higher-priced imported products makes unit prices
prohibitive. Furthermore, snack bars are not commonly consumed as snacks, but as a
supplement for health-conscious and active consumers. In 2013 current value sales of these
products are expected to decline by 1%, whilst volume sales are expected to recover by 4%.
The increasing demand for lower-priced local brand NutriBar facilitated this contrasting trend
in volume and value terms.
Proximity is one of the most important considerations when consumers purchase impulse and
indulgence and products. Although modern grocery retail channels such as supermarkets and
convenience stores continue to increase their contribution, traditional outlets such as sari-sari
Passport
10
stores remain the key distribution channels for these products. Located in neighbourhoods,
Filipinos often buy sweet and savoury snacks, biscuits and confectionery from these
channels.
There were no significant changes in the packaging of impulse and indulgence products in
2013.
Most impulse and indulgence categories saw 2-3% price increases in 2013. These slight price
increases were due to the increasing prominence of mid-priced and upscale brands in urban
areas. Even though price is still a very important factor in the purchasing decision, middleincome consumers, especially young professionals, are willing to pay a premium for comfort
products such as ice cream, sweet and savoury snacks, chocolate confectionery and cakes.
Competitive Landscape
As the leader in biscuits, confectionery and sweet and savoury snacks, Universal Robina
Corp accounts for the highest value share in impulse and indulgence products. The local
manufacturer is expected to account for a 22% share of value sales in 2013. The companys
largest brands include Jack n Jill in sweet and savoury snacks and Maxx in medicated
confectionery. Universal Robina Corps thrust in creating products which suit the taste profile
and purchasing power of local consumers helped it to gain loyalty amongst consumers.
Impulse and indulgence products is dominated by domestic players. Following Universal
Robina Corp are Monde Nissin Corp and Liwayway Marketing Corp. The top three companies
in impulse and indulgence products are expected to account for a 33% share of sales in 2013,
whilst producers of artisanal offerings will account for another 7%. In 2013, it is estimated that
local brands accounted for 60% of total sales in impulse and indulgence products.
The dominance of local brands in the Philippines is largely attributable to their more
competitive pricing compared with multinationals. Impulse and indulgence products are
usually consumed as snacks in the Philippines. Filipinos often have two snack sessions, one
in the morning and one in the afternoon. Most Filipinos choose more affordable products.
Local players aggressive marketing campaigns also enabled them to maintain consumers
loyalty and interest in their brands.
Multinational companies focus on serving categories where the presence of local players is
limited or weak, including snack bars and ice cream. Another strategy employed by foreign
companies is tapping into middle-income and more affluent consumers. Multinational
companies are able to push their brands by positioning them as better-quality, thereby
warranting the higher price. In biscuits and confectionery, Mondelez Philippines positions its
products for middle-income consumers to generate demand.
The leader Universal Robina Corp continued to beef-up its impulse snacks through the launch
of Jack n Jill Nova Vegie Good Yogurt and Onion. The newly launched brand taps into the
growing number of health-conscious consumers in the Philippines. Made solely from
vegetable ingredients (primarily peas), this new brand takes advantage of the strong health
positioning of Nova as a multigrain snack. The use of yoghurt flavours also emphasises its
health positioning, as yoghurt is perceived to be a health food in the Philippines.
Nestl Philippines took advantage of the increasing affluence of urban Filipino consumers
through the launch of Nestl Ice Cream Temptations Flavours of the World. Available in three
western flavours, namely Belgian Chocolate Praline, French Salted Caramel and Italian
Coffee Affogato, this new product taps into young professionals, who are very interested in
new and indulgent ice cream flavours. Nestl Ice Cream Temptations Flavours of the World
stirred the interest of its target market through its promotional campaigns, which included the
Passport
11
use of ice cream trucks which provide free ice cream at business hubs, and the launch of the
Flavours of the Ice Cream Festival, which featured musical performances.
Marketing campaigns were essential in strengthening the positioning of brands in the local
market. Although tri-media advertising campaigns remained the most popular way of reaching
the mass-market, manufacturers also continued to look into newer and more innovative ways
of engaging consumers and gaining their loyalty. Chocolate confectionery brands Kit Kat and
Snickers both encouraged workers to take a break, relax and satisfy their hunger through their
Break Movement and Youre Not You When Youre Hungry campaigns. Although these
campaigns were highly advertised in print and on television, these campaigns were also
strongly supported by social media. Ice cream brand Selecta and filled biscuits brand Oreo
emphasise the Filipino value of family togetherness.
Prospects
Impulse and indulgence products are expected to experience a CAGR value growth of 3% in
constant terms over the forecast period. The increasing population in the country, coupled
with the expected dynamic economic growth, will provide a good environment for the growth
of impulse and indulgence products. As a result, the growth over the forecast period is
expected to outpace the CAGR growth rate experienced during the historic period which grew
by 1% CAGR in constant value.
Biscuits will remain a bright spot in impulse and indulgence products, with a constant value
CAGR of 4%. The strategy of players of positioning their brands as healthy snacks for
children, creating the perception that biscuits are more filling and healthier, could help to
sustain healthy growth in the forecast period. The wide array of innovation possibilities in
terms of flavours and packaging sizes could be used by manufacturers to expand their
consumer base.
In retail volume, snack bars is expected to experience a recovery over the forecast period at
5% CAGR. After experiencing heavy losses during the review period as a result of strong
competition from cheaper alternatives such as biscuits and confectionery, snack bars growth
is expected to normalise as consumers seek healthier alternatives. Over the forecast period, it
is expected that the base of health conscious consumers is expected to increase.
Manufacturers will cash-in on the growing affluence in the urban areas through the launch of
indulgence products. Young professionals are expected to increase their spending on
indulgence products, and will be willing to pay a premium for exciting launches and higherquality brands. Thus, the launch of more expensive and high-end brands in ice cream and
chocolate confectionery is expected.
Social media will be increasingly used in the marketing mix of manufacturers, especially those
which cater to teenagers and middle-aged consumers. It is projected that social networking
sites such as Facebook and Twitter will continue to be popular amongst these age groups.
Wider internet access through smartphones and tablets could facilitate more frequent usage
amongst these demographics. As such, manufacturers are expected to establish and
strengthen their presence online in order to connect directly with consumers. Products
positioned as high-end are also expected to benefit from social media buzz.
Jack n Jill Nova Vegie Good and Nestl Temptations Flavours of the World are both
expected to see limited success in the market. Whilst Jack n Jill Nova Vegie Goods launch
coincided with the increasing health-consciousness in the country, its appeal will be limited to
a few consumers who are also willing to pay a higher price. The availability of other extruded
snacks brands, such as Martys, which are also marketed as healthy, will be a challenge.
Nestl Temptations Flavours of the Worlds high pricing strategy is prohibitive, and will limit
sales to only a few more affluent consumers.
Passport
12
Passport
Category Data
Table 5
Sales of Impulse and Indulgence Products by Category: Volume 2008-2013
tonnes
Confectionery
Pastries
Cakes
Biscuits
Ice Cream
Snack Bars
Products
Source:
2008
2009
2010
2011
2012
2013
87,033.6
43,649.3
30,177.4
114,047.0
42,061.2
116,604.8
19.6
433,592.8
88,018.8
43,624.1
30,085.5
119,204.4
42,755.1
121,230.0
16.8
444,934.7
89,274.7
44,203.1
30,358.2
124,693.4
43,851.7
125,971.5
16.1
458,368.7
87,689.9
44,919.6
30,629.4
130,516.6
45,770.9
131,247.7
8.4
470,782.6
87,251.8
45,692.6
30,901.1
136,919.0
47,880.6
136,541.3
0.7
485,187.2
88,591.0
46,525.9
31,206.2
143,418.1
48,817.9
141,908.0
0.8
500,467.9
Table 6
Sales of Impulse and Indulgence Products by Category: Value 2008-2013
Ps million
Confectionery
Pastries
Cakes
Biscuits
Ice Cream
Snack Bars
Products
Source:
2008
2009
2010
2011
2012
2013
28,018.1
5,827.8
8,067.5
18,891.4
7,889.8
29,601.8
14.8
98,311.1
28,808.9
6,093.4
8,302.0
20,038.5
8,176.7
31,896.2
12.6
103,328.2
29,676.7
6,382.2
8,578.2
21,355.2
8,547.8
33,340.0
12.2
107,892.4
29,725.4
6,720.2
8,896.0
22,906.4
8,914.2
35,394.4
6.6
112,563.1
30,054.4
7,103.6
9,202.5
24,735.7
9,414.2
37,682.2
0.9
118,193.6
30,896.5
7,536.0
9,490.9
26,569.2
9,830.2
40,149.2
0.9
124,472.9
Table 7
Sales of Impulse and Indulgence Products by Category: % Volume Growth

2008-2013
% volume growth
Confectionery
Pastries
Cakes
Biscuits
Ice Cream
Snack Bars
Source:
2012/13
2008-13 CAGR
2008/13 Total
1.5
1.8
1.0
4.7
2.0
3.9
3.9
3.1
0.4
1.3
0.7
4.7
3.0
4.0
-47.8
2.9
1.8
6.6
3.4
25.8
16.1
21.7
-96.1
15.4
13
Table 8
Passport
Sales of Impulse and Indulgence Products by Category: % Value Growth

2008-2013
% current value growth
Confectionery
Pastries
Cakes
Biscuits
Ice Cream
Snack Bars
Source:
2012/13
2008-13 CAGR
2008/13 Total
2.8
6.1
3.1
7.4
4.4
6.5
-0.7
5.3
2.0
5.3
3.3
7.1
4.5
6.3
-43.3
4.8
10.3
29.3
17.6
40.6
24.6
35.6
-94.1
26.6
Table 9
NBO Company Shares of Impulse and Indulgence Products: % Value 20092013
% retail value rsp

Company
Universal Robina Corp
Monde Nissin Corp
Liwayway Marketing Corp
Unilever RFM Ice Cream
Inc
Mondelez Philippines Inc
Nestl Philippines Inc
Food Industries Inc
Tobi Marketing Inc
Republic Biscuit Corp
Columbia International
Food Products Inc
JBC Corp
Delfi Foods Philippines
Inc
Perfetti Van Melle
Philippines Inc
GFI Enterprises Inc
SPI Corp
Regent Foods Corp
Wrigley Philippines Inc
Goldilocks Bake Shop Inc
Leslie Corp
Hershey Philippines Inc
Procter & Gamble
Philippines Inc
Mars Philippines Inc
Big E Food Products
Suncrest Foods Inc
Red Ribbon Bake Shop Inc
Frito-Lay Co
San Miguel Pure Foods
Co Inc
Grand Alphatech
International Corp
Martinez & Co Inc,
2009
2010
2011
2012
2013
20.6
6.3
4.0
3.5
21.0
6.6
4.0
3.7
21.5
6.8
4.1
3.7
22.0
7.0
4.2
3.9
22.3
7.2
4.3
3.9
4.0
2.7
2.4
2.1
2.1
3.5
2.7
2.4
2.2
2.1
3.4
2.7
2.4
2.2
2.1
3.4
2.7
2.5
2.3
2.1
3.4
3.3
2.8
2.5
2.3
2.1
1.6
1.5
1.6
1.5
1.7
1.5
1.7
1.6
1.7
1.6
1.7
1.7
1.6
1.6
1.6
1.4
1.7
1.4
1.6
0.9
0.9
1.2
0.8
1.4
1.7
1.4
1.6
1.0
1.0
1.1
0.8
1.5
1.6
1.4
1.4
1.0
1.0
1.0
0.9
1.5
1.5
1.5
1.3
1.1
1.0
1.0
0.9
1.5
1.5
1.4
1.2
1.1
1.1
0.9
0.9
0.9
0.8
0.7
0.6
0.6
0.7
0.9
0.8
0.7
0.7
0.6
0.7
0.9
0.8
0.7
0.7
0.7
0.7
0.9
0.8
0.7
0.7
0.7
0.7
0.8
0.8
0.7
0.7
0.7
0.7
0.6
0.6
0.6
0.6
0.6
0.6
0.6
0.6
0.6
0.5
14
Felicisimo
Ferrero Group
Cadbury Adams
Philippines Inc
First Choice Food Corp
Artisanal
Others
Total
Source:
Passport
0.5
2.1
0.5
-
0.5
-
0.5
-
0.5
-
0.5
6.8
21.9
100.0
6.7
24.1
100.0
6.6
23.6
100.0
6.5
22.8
100.0
6.2
19.1
100.0
Table 10
LBN Brand Shares of Impulse and Indulgence Products: % Value 2010-2013
% retail value rsp

Brand
Jack 'n' Jill
Sky Flakes
Oishi
Selecta
Nagaraya
Tobi
Maxx
Rebisco
Happy
Nestl
Growers
Goldilocks
Leslie's
Mentos
Goya
Eggnog
Pringles
Bingo
Regent
Fita
Lemon Square
Granny Goose
Doublemint
Red Ribbon
Oreo
Magnolia
Chips Delight
Knick Knacks
Tempura
La Pacita
Oreo
Artisanal
Others
Total
Company
2010
2011
2012
2013

Monde Nissin Corp
Unilever RFM Ice Cream Inc
Food Industries Inc
Tobi Marketing Inc
JBC Corp
GFI Enterprises Inc
Leslie Corp
Perfetti Van Melle
Philippines Inc
Inc
Monde Nissin Corp
Procter & Gamble
Philippines Inc
Monde Nissin Corp
Regent Foods Corp
Monde Nissin Corp
Big E Food Products
Wrigley Philippines Inc
Red Ribbon Bake Shop Inc
Co Inc
Grand Alphatech
International Corp
Inc
Regent Foods Corp
Martinez & Co Inc,
Felicisimo
Kraft Foods
(Philippines) Inc
17.4
3.4
3.2
3.3
2.7
2.3
2.4
1.7
1.6
1.5
1.4
1.0
1.0
1.1
17.9
3.6
3.3
3.3
2.7
2.3
2.3
1.8
1.7
1.5
1.5
1.0
1.0
1.0
18.3
3.7
3.3
3.4
2.7
2.3
2.2
1.8
1.7
1.6
1.5
1.1
1.0
1.0
18.7
3.8
3.4
3.4
2.8
2.3
2.2
1.8
1.7
1.6
1.5
1.1
1.1
1.0
0.9
0.9
1.0
1.0
0.9
0.8
0.9
0.9
0.9
0.9
0.9
0.9
0.7
0.9
0.7
0.8
0.7
0.7
0.7
0.7
0.8
0.9
0.7
0.8
0.7
0.7
0.7
0.7
0.8
0.9
0.8
0.8
0.7
0.7
0.7
0.7
0.9
0.9
0.8
0.8
0.8
0.7
0.7
0.7
0.7
0.6
0.6
0.6
0.6
0.5
0.5
0.6
0.6
0.5
0.6
0.5
0.6
0.6
0.6
0.6
0.5
0.6
0.6
0.6
6.7
38.0
100.0
6.6
37.1
100.0
6.5
35.9
100.0
6.2
35.4
100.0
15
Source:
Passport
Table 11
Forecast Sales of Impulse and Indulgence Products by Category: Volume

2013-2018
tonnes
Confectionery
Pastries
Cakes
Biscuits
Ice Cream
Snack Bars
Products
Source:
2013
2014
2015
2016
2017
2018
88,591.0
46,525.9
31,206.2
143,418.1
48,817.9
141,908.0
0.8
500,467.9
90,313.1
47,562.9
31,589.6
150,131.6
49,814.1
146,927.4
0.8
516,339.4
92,236.3
48,660.3
31,978.1
157,027.4
50,751.1
151,719.5
0.8
532,373.6
94,394.7
49,902.3
32,452.6
164,215.6
51,904.6
157,054.8
0.9
549,925.4
96,744.0
51,247.4
33,018.0
171,859.2
53,232.8
162,843.6
0.9
568,946.0
99,275.5
52,666.5
33,643.7
179,835.1
54,693.6
169,029.2
1.0
589,144.6
trade sources
Table 12
Forecast Sales of Impulse and Indulgence Products by Category: Value 20132018
Ps million
Confectionery
Pastries
Cakes
Biscuits
Ice Cream
Snack Bars
Products
Source:
2013
2014
2015
2016
2017
2018
30,896.5
7,536.0
9,490.9
26,569.2
9,830.2
40,149.2
0.9
124,472.9
31,040.5
7,649.1
9,590.7
27,648.7
10,075.8
41,471.1
0.8
127,476.8
31,319.8
7,761.9
9,683.7
28,752.7
10,312.2
42,677.4
0.8
130,508.6
31,698.9
7,892.2
9,823.7
29,906.2
10,597.3
44,043.8
0.8
133,962.9
32,162.9
8,035.3
9,992.7
31,143.4
10,922.2
45,549.0
0.8
137,806.3
32,691.1
8,191.6
10,185.0
32,432.6
11,278.4
47,128.8
0.8
141,908.3
trade sources
Table 13
Forecast Sales of Impulse and Indulgence Products by Category: % Volume

Growth 2013-2018
% volume growth
Confectionery
Pastries
Cakes
Biscuits
Ice Cream
Snack Bars
Source:
2017/18
2013-18 CAGR
2013/18 Total
2.6
2.8
1.9
4.6
2.7
3.8
5.0
3.6
2.3
2.5
1.5
4.6
2.3
3.6
4.7
3.3
12.1
13.2
7.8
25.4
12.0
19.1
25.9
17.7
trade sources
16
Table 14
Passport
Forecast Sales of Impulse and Indulgence Products by Category: % Value

Growth 2013-2018
% constant value growth

2013-18 CAGR
2013/18 TOTAL
1.1
1.7
1.4
4.1
2.8
3.3
-2.4
2.7
5.8
8.7
7.3
22.1
14.7
17.4
-11.2
14.0
Confectionery
Pastries
Cakes
Biscuits
Ice Cream
Snack Bars
Source:
trade sources
MEAL SOLUTIONS KEY TRENDS AND DEVELOPMENTS

Headlines
Meal solutions sees strong 6% current value growth in 2013, with sales reaching Ps115.0
billion
Increasing demand for convenience maintains growth in meal solutions
Ready meals surpasses all other categories, with current value growth of 7%
The average unit price of meal solutions increases by 3% in 2013
The Purefoods-Hormel Co leads meal solutions with a value share of 22% in 2013
Meal solutions is expected to see a constant value CAGR of 3% over the forecast period
Trends
2013 saw rapid economic growth in the Philippines, which brought about stronger consumer
confidence. This economic trend was helpful in sustaining the moderate growth in meal
solutions in 2013. Meal solutions is expected to increase by 6% in current value terms, which
is on a par with the 7% growth in 2012. By 2013, it is estimated that sales will reach Ps115.0
billion.
Faster-paced lifestyles, especially amongst urban consumers, stimulated demand for
convenience products such as ready meals, frozen and chilled processed food and
canned/preserved food. Meal solutions offer easy and convenient alternatives for college
students and workers. The growing number of flavours available in the market offers a wide
choice to consumers, whilst the availability of sachet and pouch packaging makes these
products affordable to all income levels.
Ready meals is expected to see the fastest growth in meal solutions in 2013. Contributing
sales of Ps3.4 billion to the overall sales of Ps115.0 billion in meal solutions, ready meals is
still at a dynamic stage, with huge room for growth. In 2013, manufacturers continued to beefup their portfolios, and offered new flavours and dishes to consumers. These new alternatives
stimulated consumers interest and added to the available choices.
17
As the biggest category, sauces, dressings and condiments is expected to see the slowest
growth in sales, increasing by 6% in current value terms. This still moderate performance
reflects Filipino households growing use of readily available products in home meal
preparations. During recent years manufacturers were keen to launch products which allowed
consumers to prepare a wider range of dishes at home more conveniently. The emphasis on
cost and time efficiency in using sauces, dressings and condiments stimulated demand from
both rural and urban dwellers.
The distribution of meal solutions is largely undertaken by supermarkets and traditional
channels such as sari-sari stores. The share of supermarkets is on an upwards trend, as
chained players such as SaveMore and Puregold Jr open up more neighbourhood
supermarkets in Metro Manila and in key cities nationwide. Other modern grocery channels,
such as hypermarkets and convenience stores, are also becoming more significant channels
for sales of meal solutions, because of the growth in outlet numbers and proximity to highincome locations.
The average unit price of meal solutions is expected to increase by 3% in 2013. This price
increase was mainly due to the increase in tin prices in the global market, which also pushed
up the cost of canned/preserved food. Price is a very important factor in the purchasing
decisions of Filipino consumers. Filipinos remain value-conscious, value being attributed to
the affordability of a product. As such, manufacturers continue to find ways to bring down the
costs and prices of their products. Stand-up pouch packaging gained popularity in recent
years. Brands such as Mega Sardines, Fresca Tuna, Del Monte Pineapple, Del Monte Fruit
Snacks and Hunts Pork n Beans are all available in pouch packaging.
The Purefoods-Hormel Co is the largest manufacturer of meal solutions in the Philippines.
The companys flagship brand Purefoods is strong in canned/preserved meat and meat
products, chilled processed meat, frozen processed red meat and frozen processed poultry.
In 2013 the company is expected to account for a 22% share of value sales in meal solutions.
The leadership of the company is attributable to the strong loyalty of consumers to its
products, which is sustained with exciting product launches and aggressive marketing
campaigns. Despite the companys higher pricing strategy, its products are perceived as
higher quality than other brands.
Domestic players lead meal solutions, with players such as CDO Foodsphere and Century
Canning Corp following the leader. It is estimated that local companies accounted for a 70%
share of overall sales in meal solutions in 2013. Whilst multinationals dominate in smaller
categories such as sauces, dressings and condiments, soup and dessert mixes, local players
excel in categories in which logistics limit the operation of multinationals. These categories
include canned/preserved food, chilled processed food and frozen processed food.
The success of a product in meal solutions is often highly dependent on the marketing
campaign launched to support the introduction and growth of the brand. New brands in the
market often benefit from high-profile endorsements which generate a buzz and curiosity from
consumers. Innovation is a very important part of players strategies, as consumers are
increasingly demanding variety. Filipinos are brand-conscious and are loyal to their favourite
brands. However, they can be encouraged to try other brands through promotional pricing and
even advertising schemes.
During 2013, manufacturers continued to invest in advertising campaigns to increase
consumers awareness of new product launches. CDO Foodsphere launched tri-media
campaigns to strengthen the position of its CDO Idol Cheesedog brand and its newly
launched CDO Karne Norte Afritada and Kaldereta. Meanwhile, the leader The Purefoods-
Passport
18
Hormel Co remained aggressive in differentiating its Purefoods Tender Juicy Hotdog brand
from other lower-priced alternatives in the market. The company continued its long-running
Kids Can Tell campaign, which emphasises the well-loved taste of its product.
One of the most exciting launches in meal solutions was Maggi Magic Meals. Appealing to
busy mothers, workers and college students, Maggi Magic Meals is an innovative product that
cuts cooking time by allowing the consumer to cook their favourite ulam together with rice.
Maggi Magic Meals is a powdered recipe mix with a plastic bag, into which the user can put
meat, vegetables and the recipe mix. The plastic bag containing the ingredients is placed in
the rice cooker, and cooks whilst the rice cooks.
Hunt-Universal Robina Corp tried to bring excitement to the market through the launch of its
Hunts Chili Beef and Beans in November 2012. This new product is available in a stand-up
pouch, allowing it to be priced at Ps13.80 per 100g. The new packaging boosts of ease in
opening and reheating, making it suitable for people on-the-go.
Standard products dominate meal solutions. Filipinos loyalty to standard brands cements the
dominance of these products. There are a number of imported premium brands available,
although their shares remain very small. Economy brands are gaining prominence, with the
popularity of smaller single-serve packaging and stand-up pouches.
Prospects
Meal solutions will benefit from the upwards trend in incomes, as the Philippine economy is
expected to enter a rapid growth phase in the medium term. The creation of more jobs in the
country does not only lead to higher disposable incomes, but also increases demand for
convenient products. Filipino consumers confidence will also remain strong amidst these
developments, thereby furthering the demand for meal solutions.
Meal solutions is expected to see a constant value CAGR of 3% over the forecast period.
Growth is expected to remain stable due to the better economic prospects expected in the
future. Growth for meal solutions will be driven by the continued demand for convenience as
more consumers have less time to cook and prepare meals.
Rising health-consciousness in the Philippines threatens to limit purchases amongst middleincome consumers. It should be noted that educated consumers are becoming increasingly
wary of consuming processed products, especially those which are laden with preservatives.
However, the number of these buyers remains small compared with the overall consumer
base. Furthermore, the availability of brands which are marketed as healthy alternatives is
small. Better for you products and fortified products are perceived as generally healthy.
Manufacturers are expected to focus on expanding their product lines to offer more flavours.
Consumers demand for variety will be met through the availability of products which feature
Filipino dishes, although there is the opportunity of launching new Asian flavours, recognising
the popularity of Japanese and Korean cuisine in the Filipino market.
Tri-media campaigns will remain the most popular for advertisements, although
manufacturers are expected to increasingly tap into social media and social networking sites
to advertise their products. This is especially true as meal solutions are geared towards busy
individuals who typically frequently access and update their Facebook and Twitter accounts.
The use of Facebook fan pages and Twitter allows for direct communication between
consumers and manufacturers, and could allow the establishment of a rapport between
brands and buyers.
Ready meals is expected to continue to see the fastest growth in meal solutions, with a
constant value CAGR of 5% over the next five years. Consumers are expected to be
increasingly interested in ready meals brands which contain both meat and vegetables.
Passport
19
Passport
Stand-up pouch packaging could also increase the consumer base of ready meals, to include
lower-income consumers.
The average unit price of meal solutions might decline in the medium term, due to the
popularity of pouch packaging. The increasing popularity of economy brands, especially in
canned/preserved food, frozen processed food and chilled processed food, is also expected
to bring unit prices down in the next five years.
Category Data
Table 15
Sales of Meal Solutions by Category: Volume 2008-2013
'000 tonnes
Ready Meals
Dessert Mixes
Dinner Mixes
Condiments
Soup
Meal Solutions
Source:
2008
2009
2010
2011
2012
2013
11.2
212.9
99.1
0.3
80.0
178.9
11.6
223.0
102.1
0.4
82.8
187.7
12.0
234.5
105.7
0.4
86.5
195.8
12.6
245.6
111.9
0.4
89.8
203.7
13.1
256.6
116.1
0.4
92.9
210.7
13.8
267.4
119.9
0.4
96.0
217.3
3.8
586.2
3.9
611.5
4.0
639.0
4.2
668.1
4.3
694.2
4.5
719.2
Table 16
Sales of Meal Solutions by Category: Value 2008-2013
Ps million
Ready Meals
Dessert Mixes
Dinner Mixes
Condiments
Soup
Meal Solutions
Source:
2008
2009
2010
2011
2012
2013
2,438.2
25,078.2
22,943.7
117.2
13,785.4
19,062.9
2,570.0
26,874.1
24,450.9
122.4
14,336.8
20,158.6
2,752.9
28,807.3
25,920.4
128.6
15,053.6
21,239.5
2,960.6
30,976.9
28,148.2
135.6
15,881.6
22,425.2
3,204.4
33,251.3
30,208.5
142.4
16,834.5
23,702.5
3,440.9
35,483.7
32,005.3
149.6
17,853.1
25,001.7
1,123.0
84,548.4
1,220.3
89,733.1
1,317.1
95,219.4
1,423.7
101,951.8
1,540.4
108,884.0
1,635.5
115,569.8
Table 17
Sales of Meal Solutions by Category: % Volume Growth 2008-2013
% volume growth
Ready Meals
Dessert Mixes
2012/13
2008-13 CAGR
2008/13 Total
4.6
4.2
3.3
3.4
4.2
4.7
3.9
3.0
22.7
25.6
21.0
15.8
20
Passport
Dinner Mixes
Soup
Meal Solutions
Source:
3.3
3.1
3.5
3.6
3.7
4.0
3.3
4.2
20.0
21.5
17.4
22.7
Table 18
Sales of Meal Solutions by Category: % Value Growth 2008-2013
Ready Meals
Dessert Mixes
Dinner Mixes
Soup
Meal Solutions
Source:
2012/13
2008-13 CAGR
2008/13 Total
7.4
6.7
5.9
5.0
6.1
5.5
6.2
6.1
7.1
7.2
6.9
5.0
5.3
5.6
7.8
6.5
41.1
41.5
39.5
27.7
29.5
31.2
45.6
36.7
Table 19
NBO Company Shares of Meal Solutions: % Value 2009-2013
% retail value rsp

Company
Purefoods-Hormel Co
Inc, The
CDO Foodsphere Inc
Century Canning Corp
Unilever Foods
Philippines (CMC)
Del Monte Philippines Inc
Ajinomoto Philippines
Corp
Pacific Meat Co Inc
A Tung Chingco Trading
SM Retail Inc
RFM Corp
New Seorito Frozen
Food Co
Maunlad Canning Corp
Dole Philippines Inc
Campbell Soup Co
Kraft Foods
(Philippines) Inc
Superb Catch Inc
King Sue Ham & Sausage
Co Inc
Southeast Asia Food Inc
UFC Philippines Inc
Silver Swan Mfg Corp Inc
Sara Lee Corp
2009
2010
2011
2012
2013
22.3
21.7
21.9
22.2
22.3
6.3
6.8
5.1
6.8
7.0
5.2
7.1
7.0
5.2
7.3
7.0
5.2
7.4
7.0
5.2
3.6
4.3
3.7
4.2
3.8
4.0
3.8
3.9
3.8
3.8
3.7
2.4
2.2
1.9
1.6
3.8
2.4
2.3
1.9
1.6
3.9
2.4
2.3
1.9
1.7
3.7
2.4
2.3
2.0
1.7
3.6
2.5
2.3
2.0
1.8
1.7
1.6
1.5
1.3
1.7
1.6
1.5
1.3
1.6
1.6
1.5
1.3
1.6
1.6
1.5
1.3
1.6
1.6
1.5
1.2
1.0
1.4
1.1
1.2
1.1
1.2
1.1
1.2
1.2
1.1
1.0
0.9
0.9
1.0
1.0
0.9
0.9
1.0
1.0
1.0
0.9
1.0
1.0
1.0
0.9
0.9
1.0
1.0
1.0
0.9
21
Bambi Foods Mfg Corp

Del Monte Foods Co
Alson's Aqua
Technologies Inc
HDR Foods Corp
Bagumbuhay Industrial
Corp
Marigold Commodities Corp
B2 Maling Foods Corp
Maple Leaf Food Royal
Greenland International
Others
Total
Source:
Passport
0.8
0.7
0.7
0.9
0.8
0.7
0.9
0.8
0.7
0.9
0.8
0.8
0.8
0.8
0.8
0.7
0.6
0.7
0.7
0.7
0.7
0.7
0.7
0.7
0.7
0.5
0.7
0.7
0.5
0.6
0.6
0.7
0.5
0.6
0.6
0.6
0.5
0.6
0.6
0.5
0.5
0.6
0.6
0.5
0.5
21.5
100.0
21.2
100.0
20.8
100.0
20.5
100.0
20.1
100.0
Table 20
LBN Brand Shares of Meal Solutions: % Value 2010-2013
% retail value rsp

Brand
Purefoods
CDO
555
Argentina
Ajinomoto
Century
Del Monte
Knorr
Ligo
SM Bonus
Swift
New Seorito
Youngstown
Lady's Choice
Campbell's
Seaking
King Sue
Dole
Sara Lee
Silver Swan
Datu Puti
Kraft
Bambi
Sarangani Bay
Del Monte
Mother's Best
Master
Bestfoods
Mama Sita
Company
2010
2011
2012
2013
Purefoods-Hormel Co
Inc, The
CDO Foodsphere Inc
Pacific Meat Co Inc
Ajinomoto Philippines Corp
Unilever Foods
Philippines (CMC)
A Tung Chingco Trading
SM Retail Inc
RFM Corp
New Seorito Frozen
Food Co
Maunlad Canning Corp
Unilever Foods
Philippines (CMC)
Campbell Soup Co
Superb Catch Inc
King Sue Ham & Sausage
Co Inc
Dole Philippines Inc
Sara Lee Corp
Silver Swan Mfg Corp Inc
Southeast Asia Food Inc
Kraft Foods
(Philippines) Inc
Bambi Foods Mfg Corp
Alson's Aqua
Technologies Inc
Del Monte Foods Co
HDR Foods Corp
Bagumbuhay Industrial Corp
Unilever Foods
Philippines (CMC)
Marigold Commodities Corp
21.5
21.7
22.0
22.2
6.8
3.8
3.8
3.9
3.2
3.1
2.8
7.1
3.8
3.9
3.8
3.2
3.2
2.8
7.3
3.8
3.7
3.6
3.2
3.2
2.8
7.4
3.8
3.6
3.5
3.2
3.2
2.8
2.4
2.3
1.8
1.6
2.4
2.3
1.8
1.7
2.4
2.3
1.9
1.7
2.5
2.3
1.9
1.8
1.7
1.6
1.6
1.6
1.6
1.6
1.6
1.6
1.4
1.1
1.2
1.4
1.1
1.2
1.4
1.1
1.2
1.3
1.2
1.1
1.2
1.0
0.9
0.9
0.8
1.1
1.0
0.9
0.9
0.8
1.1
0.9
0.9
0.9
0.8
1.1
0.9
0.9
0.9
0.9
0.9
0.7
0.9
0.7
0.9
0.8
0.8
0.8
0.8
0.7
0.7
0.7
0.8
0.7
0.7
0.7
0.8
0.7
0.7
0.7
0.8
0.7
0.7
0.7
0.6
0.6
0.6
0.6
22
Maling
Others
Total
Source:
Passport
B2 Maling Foods Corp
0.6
25.6
100.0
0.6
25.2
100.0
0.6
24.8
100.0
0.6
24.4
100.0
Table 21
Forecast Sales of Meal Solutions by Category: Volume 2013-2018
'000 tonnes
Ready Meals
Dessert Mixes
Dinner Mixes
Condiments
Soup
Meal Solutions
Source:
2013
2014
2015
2016
2017
2018
13.8
267.4
119.9
0.4
96.0
217.3
14.4
277.7
123.2
0.4
99.0
222.9
15.2
287.1
126.0
0.4
101.9
227.8
15.9
296.8
129.0
0.4
105.0
232.9
16.8
307.4
132.2
0.5
108.2
238.1
17.6
318.4
135.5
0.5
111.6
243.2
4.5
719.2
4.6
742.3
4.8
763.2
5.0
785.0
5.2
808.2
5.4
832.2
trade sources
Table 22
Forecast Sales of Meal Solutions by Category: Value 2013-2018
Ps million
Ready Meals
Dessert Mixes
Dinner Mixes
Condiments
Soup
Meal Solutions
Source:
2013
2014
2015
2016
2017
2018
3,440.9
35,483.7
32,005.3
149.6
17,853.1
25,001.7
3,598.3
36,691.9
32,866.1
152.7
18,370.9
25,486.9
3,763.6
37,778.1
33,622.9
156.1
18,848.5
25,902.4
3,946.4
38,914.6
34,464.9
159.7
19,357.4
26,331.0
4,147.4
40,139.6
35,362.4
163.5
19,899.4
26,767.0
4,361.0
41,434.5
36,316.2
167.6
20,456.6
27,204.6
1,635.5
115,569.8
1,692.8
118,859.6
1,747.4
121,819.0
1,800.7
124,974.7
1,860.0
128,339.2
1,920.6
131,861.1
trade sources
Table 23
Forecast Sales of Meal Solutions by Category: % Volume Growth 2013-2018
% volume growth
Ready Meals
Dessert Mixes
Dinner Mixes
Soup
2017/18
2013-18 CAGR
2013/18 Total
5.2
3.6
2.5
3.9
3.1
2.2
3.8
5.1
3.5
2.5
3.7
3.1
2.3
3.8
28.1
19.1
13.1
19.9
16.3
12.0
20.6
23
Meal Solutions
Source:
Passport
3.0
3.0
15.7
trade sources
Table 24
Forecast Sales of Meal Solutions by Category: % Value Growth 2013-2018
Ready Meals
Dessert Mixes
Dinner Mixes
Soup
Meal Solutions
Source:
2013-18 CAGR
2013/18 TOTAL
4.9
3.1
2.6
2.3
2.8
1.7
3.3
2.7
26.7
16.8
13.5
12.0
14.6
8.8
17.4
14.1
trade sources
NUTRITION/STAPLES KEY TRENDS AND DEVELOPMENTS

Headlines
Nutrition/staples sees 5% current value growth to reach Ps225.0 billion in 2013
Health-consciousness in the Philippines influences new product launches
Packaged/industrial bread sees the fastest growth in 2013, with a 10% current value increase
The average unit price in nutrition/staples sees a minimal increase in 2013
Nestl Philippines leads nutrition/staples with a value share of 18% in 2013
Nutrition/staples is expected to see a constant value CAGR of 3% in the forecast period
Trends
Nutrition/staples benefited from population growth and the good economic performance of the
Philippines in 2013. It is expected to see growth of 5% in current value terms, which is on a
par with the 5% growth seen in 2012. Filipino consumers tend to improve their consumption of
nutrition/staples as their incomes improve. The demand for these products remains largely
contributed by middle-income consumers who buy from supermarkets. It should be noted that
products such as rice, oils and fats, plain noodles and pasta are often sold loose in wet
markets.
Middle-income Filipino consumers are becoming more health-conscious. There is an
emerging consumer segment interested in purchasing and consuming products which are
positioned as healthier alternatives. This health-consciousness led to the launch of better for
you and fortified/functional products. Another effect was the increasing interest in products
such as olive oil, brown rice, whole wheat bread and fresh/pasteurised milk, which are all
marketed as being healthier than their counterparts.
Packaged/industrial bread is expected to surpass all other categories in nutrition/staples in
2013, with sales jumping by 10%. This performance was buoyed by the faster pace of life
amongst consumers, which strengthened the demand for convenient and easy to prepare
24
products. It should be noted that Filipinos are mainly rice eaters, but many urban dwellers are
choosing to eat bread at meal times because of its ease of preparation. The marketing
campaign by the leader in packaged/industrial bread, Gardenia, was also very effective in
stimulating demand for these products.
Dairy is expected to see the slowest growth in 2013, with a current value increase of 3%.
Dairy is already at a mature stage, although some categories, such as flavoured milk drinks
and yoghurt, are still seeing rapid growth. The largest category in dairy, powder milk, was also
adversely affected by the increase in age bands for some toddler powder baby milk brands.
The availability of baby food products which cater to the specific needs of different age groups
led to strong competition with powder milk brands for children.
Supermarkets is the main distribution channel for nutrition/staples in the Philippines. Most
middle-income consumers shop in supermarkets, where a wide array of brands and products
is available. Traditional retailers such as sari-sari stores and health and beauty retailers also
account for sizeable shares, and cater to mostly rural dwellers. In 2013 the share of modern
grocery retailers is expected to continue to rise, as chained brands expanded their outlet
networks to cover more developing cities and municipalities nationwide.
The average unit price in nutrition/staples is expected to see a minimal increase in 2013.
Manufacturers limited price increases in order to maintain robust demand.
Smaller packaging is being launched in order to encourage more frequent consumption of
products. Processed spreadable cheese brand Chiz Whiz launched its Ps20 squeezable
pack, which stimulated demand from middle- and lower-income consumers. Meanwhile, pasta
brand Del Monte introduced its single-serve merienda pack with pasta sauce, encouraging
consumers to prepare pasta as a snack for their children.
Nestl Philippines Inc, the local arm of Nestl SA, is the largest manufacturer of
nutrition/staples in the Philippines. The company dominates key categories such as dairy and
baby food. In 2013 Nestl Philippiness share is expected to reach 18%. The company
continued to capitalise on strong consumer loyalty to its brands, brought about by its longstanding presence in the country. The companys health and wellness campaigns enabled it
to position itself as an authority in nutrition.
Multinational and local players have an equal footing in nutrition/staples. Whilst multinational
brands lead in dairy, baby food, breakfast cereals, meal replacement and spreads, domestic
companies take the lions share in oils and fats, rice, pasta and noodles. It should be noted
that multinationals are stronger in terms of research into intensive nutrition products, whilst
local players lead in staples.
Following Nestl Philippines is local player Alaska Milk Corp, which is expected to see a
share of 8% in 2013, solely derived from dairy. Alaska dominates condensed/evaporated milk
and is strong in powder milk through its wide array of well-loved brands. Meanwhile, the third
largest player, San Pablo Manufacturing Corp, generates all its sales from oils and fats, and is
the undisputed leader in vegetable and seed oil. Other important players include Mead
Johnson Philippines, which has a significant share in baby food, and Monde Nissin Corp, the
leader in noodles.
Despite increasing incomes in the Philippines, Filipino consumers remain generally priceconscious, and opt for value for money. Smaller packaging has successfully made products
more affordable to lower- income consumers, as these smaller products enable brands to be
distributed in traditional retailers such as sari-sari stores. During recent years smaller
packaging allowed manufacturers to widen their consumer base and deepen their penetration.
Passport
25
Another key success factor in nutrition/staples is intensive marketing campaigns which inform
consumers about product benefits. Investment in tri-media campaigns, especially those
featuring high-profile celebrities, is essential, especially in categories such as dairy, baby food
and pasta.
In 2013 Nestl Philippines continued to widen its dairy product portfolio with brands
specifically geared for adults. Milo R2 was its newest brand, which boasts of nutrients that reenergise and refuel consumers even after a long days work. Milo R2 claims to give
consumers all the energy that they need to accomplish work-related tasks, whilst giving them
enough of a boost to tackle physical activities such as sports. This new brand capitalises on
the positioning of Milo as energy-giving.
In a bid to compete head-on with the leading brand Lucky Me, Universal Robina Corp
launched its Pancit ni Mang Juan brand in instant noodles. This new product features flavours
of well-loved Filipino dishes such as adobo and sweet and spicy barbecue.
Advertising campaigns are used by manufacturers to increase consumers awareness of new
brands and strengthen brand positioning. Nestl Philippines continues to leverage its strong
financial muscle to finance high-profile advertising campaigns which feature influential
celebrities. The company continues to promote more frequent consumption of milk in the
Philippines by informing consumers about their calcium needs. Meanwhile, Alaska Milk Corp
eagerly shared new uses for its evaporated/condensed milk, whilst encouraging
entrepreneurship amongst consumers. Gardenia Philippines took a step further and visited
business hubs to conduct free medical check-ups and consultations in order to strengthen the
positioning of Gardenia as a healthy product.
Prospects
Growth in nutrition/staples will be supported by an increase in the Philippine population and a
dynamic economic performance in the forecast period. It should be noted that the
consumption of nutrition/staples is dependent on income and population level. The positive
trends in these macroeconomic factors are expected to create growth opportunities for
nutrition/staples in the forecast period.
Nutrition/staples is expected to see a constant value CAGR of 3% in the forecast period.
Growth is expected to come from middle- and lower-income consumers, who will be able to
afford to buy more such products. Amongst lower- and middle-income consumers, the
consumption of nutrition/staples remains stable as these are products seen as daily
necessities. With levels of income improving, these consumer groups can now afford to buy
more of these products.
Pasta is expected to be the brightest spot in nutrition/staples, with a projected constant value
CAGR of 6%. The demand for pasta will be driven by more frequent consumption amongst
Filipino consumers. Aside from being a celebration food, manufacturers will continue to
market this product as a daily snack and a convenient baon for children. The availability of
smaller packaging in pasta and pasta sauce could help to make consumption more frequent
and more affordable for consumers.
Despite the overall slowdown in nutrition/staples, manufacturers will be looking at highpotential niches in order to boost sales. Another strategy by manufacturers will be to
encourage better consumption from lower-income consumers by the introduction of smaller
packaging. Smaller packaging does not only make products more affordable, but enables
players to distribute their products in traditional grocery retailers such as sari-sari stores. On
the other hand, manufacturers could bank on the health and wellness trend in order to tap into
the middle-income consumer group. Fortification of products with vitamins, minerals and fibre,
positioning products as healthy alternatives and the introduction of better for you variants are
Passport
26
Passport
all expected to appeal to middle-income consumers who are pursuing healthier and more
active lifestyles.
Pancit ni Mang Juans higher pricing strategy could discourage demand from the massmarket. Although Filipino flavours appeal to the general market, more adventurous consumers
are gravitating towards Japanese and Korean flavours, which were very successful recently.
Thus, the success of the brand is expected to be limited.
The failure of Nestl Philippiness Milo for Adults in the past shows that Filipino adults might
not be ready for another flavoured milk drink brand, limiting the performance of Milo R2. The
product could appeal to a few consumers, as its positioning as a healthy drink for workers
who are also engaged in sport sits well with the increasingly active lifestyles amongst people
in urban areas. However, its price is still high compared with other products, such as 3-in-1
coffee, which is popular amongst consumers.
Category Data
Table 25
Sales of Nutrition/Staples by Category: Volume 2008-2013
'000 tonnes
Bread
Breakfast Cereals
Dairy
Meal Replacement
Oils and Fats
Baby Food
Spreads
Pasta
Noodles
Rice
Nutrition/Staples
Source:
2008
2009
2010
2011
2012
2013
131.0
12.8
336.7
1.1
449.1
53.6
14.5
29.4
164.9
89.3
1,282.2
130.6
13.2
339.4
1.2
467.3
53.3
14.3
31.7
168.7
90.2
1,309.8
132.0
13.6
349.4
1.3
486.5
53.5
14.4
34.6
178.4
91.5
1,355.1
135.6
14.1
356.4
1.3
506.3
53.6
13.6
35.6
189.4
93.4
1,399.3
139.5
14.6
364.3
1.4
525.0
54.0
12.7
37.8
200.1
95.7
1,445.0
144.1
15.2
369.2
1.4
545.0
54.5
12.7
39.7
210.6
98.4
1,490.9
Table 26
Sales of Nutrition/Staples by Category: Value 2008-2013
Ps million
Bread
Breakfast Cereals
Dairy
Meal Replacement
Oils and Fats
Baby Food
Spreads
Pasta
Noodles
Rice
Nutrition/Staples
Source:
2008
2009
2010
2011
2012
2013
13,272.7
3,072.7
57,325.1
1,431.6
36,987.2
29,564.2
3,628.4
2,140.9
18,488.2
3,910.8
169,821.8
13,908.3
3,237.1
60,485.6
1,535.0
39,536.2
30,459.7
3,667.1
2,408.5
19,299.8
4,047.7
178,585.0
14,649.2
3,393.3
67,077.9
1,800.4
41,952.2
31,648.5
3,727.3
2,805.9
20,567.6
4,169.2
191,791.4
15,566.6
3,585.3
69,553.1
1,937.8
44,996.4
32,287.4
3,671.0
2,946.2
22,061.6
4,398.5
201,003.8
16,618.8
3,810.6
72,080.9
2,054.6
48,032.6
32,988.1
3,598.2
3,285.0
23,602.4
4,662.4
210,733.6
17,774.8
4,056.7
74,054.6
2,160.2
50,854.6
34,276.5
3,714.2
3,547.8
25,190.4
4,920.5
220,550.3
27
Table 27
Passport
Sales of Nutrition/Staples by Category: % Volume Growth 2008-2013
% volume growth
Bread
Breakfast Cereals
Dairy
Meal Replacement
Oils and Fats
Baby Food
Spreads
Pasta
Noodles
Rice
Nutrition/Staples
Source:
2012/13
2008-13 CAGR
2008/13 Total
3.3
3.8
1.3
2.7
3.8
1.1
0.6
5.0
5.2
2.8
3.2
1.9
3.5
1.9
5.1
3.9
0.4
-2.5
6.2
5.0
2.0
3.1
10.0
18.6
9.7
28.4
21.4
1.9
-12.1
35.1
27.7
10.2
16.3
Table 28
Sales of Nutrition/Staples by Category: % Value Growth 2008-2013
Bread
Breakfast Cereals
Dairy
Meal Replacement
Oils and Fats
Baby Food
Spreads
Pasta
Noodles
Rice
Nutrition/Staples
Source:
2012/13
2008-13 CAGR
2008/13 Total
7.0
6.5
2.7
5.1
5.9
3.9
3.2
8.0
6.7
5.5
4.7
6.0
5.7
5.3
8.6
6.6
3.0
0.5
10.6
6.4
4.7
5.4
33.9
32.0
29.2
50.9
37.5
15.9
2.4
65.7
36.3
25.8
29.9
Table 29
NBO Company Shares of Nutrition/Staples: % Value 2009-2013
% retail value rsp

Company
Alaska Milk Corp
San Pablo Mfg Corp
Mead Johnson
Philippines Inc
Monde Nissin Corp
International Oil Factory
Co Inc
Wyeth Philippines Inc
Kraft Foods
(Philippines) Inc
Fonterra Brands (Phils)
Inc
2009
2010
2011
2012
2013
18.6
7.2
6.7
7.6
18.7
8.0
6.7
7.4
18.7
7.8
6.9
7.2
18.5
7.7
7.1
7.1
18.2
7.6
7.2
7.1
6.2
6.0
4.5
6.3
5.8
4.5
6.5
5.8
4.6
6.7
5.9
4.6
6.8
6.0
4.5
3.7
3.0
3.5
3.0
3.5
3.0
3.5
2.9
3.4
2.9
2.5
2.7
2.7
2.7
2.7
28

Yakult Philippines Inc
Gardenia Philippines Inc
Supervalue Inc
Abbott Laboratories
(Phils) Inc
UFC Philippines Inc
Unilever Foods
Philippines (CMC)
RFM Corp
SM Retail Inc
Agana Circle Enterprises
Nissin-Universal Robina
Corp
MLM Foods Inc
Quaker Oats Asia Inc
Malabon Soap & Oil
Industrial Co Inc
Poms Venture Corp
New Zealand Creamery Inc
AD Gothong Mfg Corp
AB Food & Beverages
Philippines Inc
Bongrain SA
Royal Friesland Foods NV
Artisanal
Others
Total
Source:
Passport
1.9
2.0
1.4
1.4
1.3
1.9
1.9
1.4
1.4
1.3
1.9
1.9
1.6
1.4
1.3
2.1
2.1
1.7
1.5
1.3
2.2
2.1
1.8
1.6
1.3
1.1
0.8
1.0
1.1
0.8
1.0
1.1
0.8
0.8
1.1
0.9
0.7
1.1
0.9
0.7
0.5
0.6
0.6
0.6
0.6
0.6
0.6
0.6
0.6
0.6
0.6
0.6
0.6
0.6
0.6
0.6
0.7
0.7
0.7
0.6
0.6
0.6
0.5
0.6
0.6
0.5
0.6
0.6
0.5
0.6
0.6
0.5
0.6
0.6
0.5
0.3
0.4
0.4
0.4
0.3
0.4
0.3
0.3
0.4
0.4
0.3
0.3
0.4
0.3
0.3
0.3
0.4
0.3
0.3
0.3
0.2
0.6
4.2
12.6
100.0
0.2
0.5
4.1
12.5
100.0
0.2
0.3
4.0
12.5
100.0
0.2
0.1
4.0
12.2
100.0
0.2
4.0
12.2
100.0
Table 30
LBN Brand Shares of Nutrition/Staples: % Value 2010-2013
% retail value rsp

Brand
Minola
Lucky Me
Alaska
Baguio
Bear Brand
Milo
Lactum
Nido
Magnolia
Payless
Yakult
Anchor
Gardenia
Star
Kraft
SM Bonus
Enfalac
Company
San Pablo Mfg Corp
Monde Nissin Corp
Alaska Milk Corp
Mead Johnson
Philippines Inc
Co Inc
Inc
Co Inc
Kraft Foods
(Philippines) Inc
Supervalue Inc
Mead Johnson
2010
2011
2012
2013
6.7
6.3
7.2
5.8
5.6
3.9
3.6
6.9
6.5
7.0
5.8
5.7
3.9
3.5
7.1
6.7
6.7
5.9
5.7
3.8
3.5
7.2
6.8
6.6
6.0
5.6
3.7
3.5
2.4
2.2
2.4
2.3
2.5
2.2
2.5
2.2
1.8
1.9
1.8
1.8
1.9
1.8
2.0
2.1
1.8
2.1
2.1
1.8
1.4
1.6
1.6
1.7
1.7
1.7
1.8
1.7
1.7
1.7
1.7
1.7
1.4
1.4
1.4
1.4
1.5
1.4
1.6
1.4
29
Philippines Inc
UFC Philippines Inc
Inc
Mead Johnson
Philippines Inc
Alaska Milk Corp
SM Retail Inc
Nestl
Nan
UFC
Promil
Nestogen
Goldilocks
Anlene
Alacta
S-26
Carnation
Chuckie
Bonamil
SM Bonus
Artisanal
Others
Total
Source:
Passport
1.1
1.1
1.1
1.0
1.0
0.8
0.9
1.1
1.1
1.1
1.0
1.0
0.8
0.9
1.2
1.1
1.1
1.0
1.0
0.9
0.9
1.2
1.1
1.1
1.0
1.0
0.9
0.9
0.9
0.9
0.9
0.9
0.8
0.8
0.7
0.7
0.6
4.1
27.8
100.0
0.8
0.8
0.7
0.7
0.6
4.0
27.1
100.0
0.8
0.8
0.7
0.7
0.6
4.0
26.5
100.0
0.8
0.8
0.7
0.7
0.7
4.0
26.3
100.0
Table 31
Forecast Sales of Nutrition/Staples by Category: Volume 2013-2018
'000 tonnes
Bread
Breakfast Cereals
Dairy
Meal Replacement
Oils and Fats
Baby Food
Spreads
Pasta
Noodles
Rice
Nutrition/Staples
Source:
2013
2014
2015
2016
2017
2018
144.1
15.2
369.2
1.4
545.0
54.5
12.7
39.7
210.6
98.4
1,490.9
147.4
15.8
375.4
1.4
564.4
55.5
13.0
41.7
220.6
101.6
1,536.9
149.9
16.4
381.7
1.5
583.1
56.7
13.2
44.0
230.1
105.2
1,581.9
152.5
17.1
388.2
1.6
601.4
58.0
13.5
46.3
239.5
109.0
1,627.0
155.2
17.8
394.6
1.6
620.3
59.2
13.9
48.7
249.0
112.9
1,673.2
158.2
18.6
400.8
1.7
639.2
60.5
14.2
51.1
258.7
117.0
1,720.0
trade sources
Table 32
Forecast Sales of Nutrition/Staples by Category: Value 2013-2018
Ps million
Bread
Breakfast Cereals
Dairy
Meal Replacement
Oils and Fats
Baby Food
Spreads
Pasta
Noodles
Rice
Nutrition/Staples
2013
2014
2015
2016
2017
2018
17,774.8
4,056.7
74,054.6
2,160.2
50,854.6
34,276.5
3,714.2
3,547.8
25,190.4
4,920.5
220,550.3
18,349.1
4,185.5
74,964.4
2,229.6
52,116.3
35,069.8
3,711.1
3,750.0
26,086.3
5,073.0
225,535.1
18,827.7
4,320.9
76,218.0
2,321.2
53,395.8
36,023.6
3,718.2
3,967.5
26,985.0
5,235.4
231,013.3
19,347.8
4,475.2
77,754.6
2,433.6
54,718.0
37,023.7
3,743.5
4,189.7
27,852.3
5,413.4
236,951.8
19,910.8
4,651.8
79,426.0
2,569.5
56,167.2
37,992.6
3,777.4
4,424.3
28,722.4
5,592.0
243,234.1
20,528.9
4,843.6
81,257.7
2,718.7
57,716.8
38,942.1
3,819.4
4,672.1
29,573.8
5,787.7
249,860.9
30
Source:
Passport
trade sources
Table 33
Forecast Sales of Nutrition/Staples by Category: % Volume Growth 20132018
% volume growth
Bread
Breakfast Cereals
Dairy
Meal Replacement
Oils and Fats
Baby Food
Spreads
Pasta
Noodles
Rice
Nutrition/Staples
Source:
2017/18
2013-18 CAGR
2013/18 Total
1.9
4.3
1.6
4.9
3.0
2.1
2.5
5.1
3.9
3.7
2.8
1.9
4.1
1.7
4.1
3.2
2.1
2.2
5.2
4.2
3.5
2.9
9.7
22.4
8.6
22.1
17.3
10.9
11.6
29.0
22.8
19.0
15.4
trade sources
Table 34
Forecast Sales of Nutrition/Staples by Category: % Value Growth 2013-2018

2013-18 CAGR
2013/18 TOTAL
2.9
3.6
1.9
4.7
2.6
2.6
0.6
5.7
3.3
3.3
2.5
15.5
19.4
9.7
25.9
13.5
13.6
2.8
31.7
17.4
17.6
13.3
Bread
Breakfast Cereals
Dairy
Meal Replacement
Oils and Fats
Baby Food
Spreads
Pasta
Noodles
Rice
Nutrition/Staples
Source:
trade sources
MARKET DATA
Table 35
Sales of Packaged Food by Category: Volume 2008-2013
'000 tonnes
Baby Food
Bakery
Confectionery
2008
2009
2010
2011
2012
2013
53.6
331.7
212.9
80.0
87.0
53.3
336.7
223.0
82.8
88.0
53.5
344.9
234.5
86.5
89.3
53.6
355.8
245.6
89.8
87.7
54.0
367.6
256.6
92.9
87.3
54.5
380.5
267.4
96.0
88.6
31
Dairy
Ice Cream
Meal Replacement
Noodles
Oils and Fats
Pasta
Ready Meals
Condiments
Snack Bars
Soup
Spreads
Products
Nutrition/Staples
Meal Solutions
Packaged Food
Source:
Note:
Passport
336.7
285.1
99.1
42.1
1.1
164.9
449.1
29.4
11.2
178.9
339.4
292.1
102.1
42.8
1.2
168.7
467.3
31.7
11.6
187.7
349.4
306.1
105.7
43.9
1.3
178.4
486.5
34.6
12.0
195.8
356.4
319.9
111.9
45.8
1.3
189.4
506.3
35.6
12.6
203.7
364.3
335.2
116.1
47.9
1.4
200.1
525.0
37.8
13.1
210.7
369.2
350.3
119.9
48.8
1.4
210.6
545.0
39.7
13.8
217.3
0.0
3.8
14.5
116.6
433.6
0.0
3.9
14.3
121.2
444.9
0.0
4.0
14.4
126.0
458.4
0.0
4.2
13.6
131.2
470.8
0.0
4.3
12.7
136.5
485.2
0.0
4.5
12.7
141.9
500.5
1,282.2
586.2
2,288.4
1,309.8
611.5
2,352.0
1,355.1
639.0
2,437.7
1,399.3
668.1
2,522.8
1,445.0
694.2
2,608.3
1,490.9
719.2
2,693.7
Sum of sectors does not equal total packaged food because of double counting (eg canned soup is
included in soups and canned foods)
Table 36
Sales of Packaged Food by Category: Value 2008-2013
Ps million
Baby Food
Bakery
Confectionery
Dairy
Ice Cream
Meal Replacement
Noodles
Oils and Fats
Pasta
Ready Meals
Condiments
Snack Bars
Soup
Spreads
Products
Nutrition/Staples
Meal Solutions
Packaged Food
Source:
Note:
2008
2009
2010
2011
2012
2013
29,564.2
49,132.0
25,078.2
13,785.4
28,018.1
57,325.1
25,169.5
22,943.7
7,889.8
1,431.6
18,488.2
36,987.2
2,140.9
2,438.2
19,062.9
30,459.7
51,579.1
26,874.1
14,336.8
28,808.9
60,485.6
26,410.9
24,450.9
8,176.7
1,535.0
19,299.8
39,536.2
2,408.5
2,570.0
20,158.6
31,648.5
54,358.1
28,807.3
15,053.6
29,676.7
67,077.9
28,241.2
25,920.4
8,547.8
1,800.4
20,567.6
41,952.2
2,805.9
2,752.9
21,239.5
32,287.4
57,674.6
30,976.9
15,881.6
29,725.4
69,553.1
30,149.6
28,148.2
8,914.2
1,937.8
22,061.6
44,996.4
2,946.2
2,960.6
22,425.2
32,988.1
61,471.2
33,251.3
16,834.5
30,054.4
72,080.9
32,339.2
30,208.5
9,414.2
2,054.6
23,602.4
48,032.6
3,285.0
3,204.4
23,702.5
34,276.5
65,427.6
35,483.7
17,853.1
30,896.5
74,054.6
34,494.4
32,005.3
9,830.2
2,160.2
25,190.4
50,854.6
3,547.8
3,440.9
25,001.7
14.8
1,123.0
3,628.4
29,601.8
98,311.1
12.6
1,220.3
3,667.1
31,896.2
103,328.2
12.2
1,317.1
3,727.3
33,340.0
107,892.4
6.6
1,423.7
3,671.0
35,394.4
112,563.1
0.9
1,540.4
3,598.2
37,682.2
118,193.6
0.9
1,635.5
3,714.2
40,149.2
124,472.9
169,821.8
84,548.4
349,644.9
178,585.0
89,733.1
368,402.0
191,791.4
95,219.4
391,418.4
201,003.8
101,951.8
411,760.2
210,733.6
108,884.0
433,733.2
220,550.3
115,569.8
456,224.4
32
Table 37
Passport
Sales of Packaged Food by Category: % Volume Growth 2008-2013
% volume growth
Baby Food
Bakery
Confectionery
Dairy
Ice Cream
Meal Replacement
Noodles
Oils and Fats
Pasta
Ready Meals
Snack Bars
Soup
Spreads
Nutrition/Staples
Meal Solutions
Packaged Food
Source:
Note:
Table 38
2012/13
2008-13 CAGR
2008/13 Total
1.1
3.5
4.2
3.3
1.5
1.3
4.5
3.3
2.0
2.7
5.2
3.8
5.0
4.6
3.1
3.9
3.5
0.6
3.9
3.1
3.2
3.6
3.3
0.4
2.8
4.7
3.7
0.4
1.9
4.2
3.9
3.0
5.1
5.0
3.9
6.2
4.2
4.0
-47.8
3.3
-2.5
4.0
2.9
3.1
4.2
3.3
1.9
14.7
25.6
20.0
1.8
9.7
22.9
21.0
16.1
28.4
27.7
21.4
35.1
22.7
21.5
-96.1
17.4
-12.1
21.7
15.4
16.3
22.7
17.7
Sales of Packaged Food by Category: % Value Growth 2008-2013
Baby Food
Bakery
Confectionery
Dairy
Ice Cream
Meal Replacement
Noodles
Oils and Fats
Pasta
Ready Meals
Snack Bars
Soup
Spreads
2012/13
2008-13 CAGR
2008/13 Total
3.9
6.4
6.7
6.1
2.8
2.7
6.7
5.9
4.4
5.1
6.7
5.9
8.0
7.4
5.5
-0.7
6.2
3.2
3.0
5.9
7.2
5.3
2.0
5.3
6.5
6.9
4.5
8.6
6.4
6.6
10.6
7.1
5.6
-43.3
7.8
0.5
15.9
33.2
41.5
29.5
10.3
29.2
37.0
39.5
24.6
50.9
36.3
37.5
65.7
41.1
31.2
-94.1
45.6
2.4
33
Passport

Nutrition/Staples
Meal Solutions
Packaged Food
Source:
Note:
35.6
26.6
29.9
36.7
30.5
GBO Company Shares of Packaged Food: % Value 2009-2013
% retail value rsp

Company
Nestl SA
San Miguel Corp
JG Summit Holdings Inc
Monde Nissin Corp
San Pablo Mfg Corp
Mead Johnson Nutrition Co
Royal FrieslandCampina NV
Unilever Group
CDO Foodsphere Inc
Kraft Foods Group, Inc
Fonterra Co-operative
Group
Nutri-Asia Inc
Yakult Honsha Co Ltd
Mondelez International
Inc
Del Monte Pacific Ltd
Ajinomoto Co Inc
Pacific Meat Co Inc
QAF Ltd
RFM Corp
Food Industries Inc
Tobi Marketing Inc
Liberty Gold Fruit Co Inc
Abbott Laboratories Inc
Mars Inc
Columbia International
Food Products Inc
Artisanal
Private Label
Others
Total
Table 40
6.3
4.8
5.4
6.5
5.5
Table 39
Source:
6.5
5.3
4.7
6.1
5.2
2009
2010
2011
2012
2013
10.5
7.4
6.7
4.8
3.2
3.7
0.3
2.9
2.8
1.5
1.7
1.7
1.2
10.6
7.2
6.7
4.9
3.3
3.6
0.3
2.8
2.8
1.6
1.7
1.7
1.3
10.4
7.4
6.8
5.0
3.3
3.5
0.1
2.8
2.8
1.7
1.7
1.7
1.3
11.9
7.5
7.0
5.2
3.4
3.4
3.4
2.9
2.8
1.8
1.7
1.7
1.7
1.3
11.7
7.5
7.1
5.3
3.5
3.4
3.3
2.9
2.8
1.8
1.8
1.7
1.7
1.3
1.2
1.0
0.9
-
1.2
1.0
0.9
-
1.2
1.0
0.9
-
1.2
1.0
1.0
1.0
1.2
1.0
1.0
1.0
0.9
1.1
0.9
0.7
0.7
0.8
0.7
0.7
0.6
0.6
0.7
0.6
0.9
1.0
0.9
0.7
0.7
0.7
0.7
0.7
0.6
0.6
0.7
0.6
0.9
1.0
0.9
0.8
0.8
0.7
0.7
0.7
0.6
0.6
0.7
0.6
1.0
1.0
0.9
0.8
0.8
0.7
0.7
0.7
0.6
0.6
0.6
0.6
1.0
1.0
0.9
0.9
0.8
0.8
0.7
0.7
0.6
0.6
0.6
0.6
4.0
1.7
34.0
100.0
3.8
1.8
33.9
100.0
3.8
1.8
33.6
100.0
3.7
1.9
25.4
100.0
3.6
1.9
25.3
100.0
NBO Company Shares of Packaged Food: % Value 2009-2013
34
% retail value rsp

Company
Monde Nissin Corp
Purefoods-Hormel Co
Inc, The
Alaska Milk Corp
San Pablo Mfg Corp
Mead Johnson
Philippines Inc
Co Inc
CDO Foodsphere Inc
Kraft Foods
(Philippines) Inc
Unilever Foods
Philippines (CMC)
Inc
Unilever RFM Ice Cream
Inc
Ajinomoto Philippines
Corp
SM Retail Inc
Pacific Meat Co Inc
RFM Corp
UFC Philippines Inc
Food Industries Inc
Supervalue Inc
Tobi Marketing Inc
Artisanal
Others
Total
Source:
Passport
2009
2010
2011
2012
2013
10.3
6.7
4.8
5.0
10.3
6.7
4.9
4.8
10.2
6.8
5.0
5.0
10.0
7.0
5.2
5.1
9.8
7.1
5.3
5.2
3.5
3.2
3.7
3.9
3.3
3.6
3.8
3.3
3.5
3.7
3.4
3.4
3.7
3.5
3.4
2.9
2.4
2.8
2.4
2.8
2.4
2.9
2.4
2.9
2.4
1.5
2.3
1.6
2.9
1.7
2.8
1.8
2.8
1.8
1.8
1.7
1.7
1.7
1.7
1.7
1.7
1.7
1.7
1.8
1.7
1.8
1.2
1.7
1.3
1.7
1.3
1.7
1.3
1.7
1.3
1.2
1.0
1.0
1.2
1.0
1.0
1.2
1.0
1.0
1.2
1.0
1.1
1.2
1.1
1.1
0.9
1.1
0.9
1.0
0.9
1.0
1.0
1.0
1.0
1.0
0.8
0.9
0.7
0.7
0.8
0.8
0.7
0.7
0.7
4.0
31.7
100.0
0.9
0.9
0.7
0.7
0.7
0.7
0.7
0.7
0.7
3.8
30.6
100.0
0.9
0.9
0.8
0.8
0.8
0.7
0.7
0.7
0.7
3.8
30.3
100.0
0.9
0.9
0.8
0.8
0.8
0.7
0.7
0.7
0.7
3.7
29.9
100.0
0.9
0.9
0.9
0.9
0.8
0.8
0.8
0.8
0.7
0.7
3.6
29.7
100.0
Table 41
LBN Brand Shares of Packaged Food: % Value 2010-2013
% retail value rsp

Brand
Purefoods
Jack 'n' Jill
Minola
Lucky Me
Alaska
Baguio
Company
Purefoods-Hormel Co
Inc, The
San Pablo Mfg Corp
Monde Nissin Corp
Alaska Milk Corp
2010
2011
2012
2013
4.8
4.9
5.0
5.1
4.8
3.3
3.1
3.5
2.8
4.9
3.3
3.2
3.4
2.8
5.0
3.4
3.2
3.2
2.9
5.1
3.5
3.3
3.2
2.9
35
Bear Brand
CDO
Milo
Lactum

CDO Foodsphere Inc
Mead Johnson
Philippines Inc
Co Inc
Kraft Foods
(Philippines) Inc
Monde Nissin Corp
Unilever RFM Ice Cream Inc
SM Retail Inc
Ajinomoto Philippines Corp
Pacific Meat Co Inc
Inc
Co Inc
Food Industries Inc
Supervalue Inc
Magnolia
Nido
Kraft
Sky Flakes
Payless
Oishi
Yakult
Nestl
555
Selecta
SM Bonus
Del Monte
Ajinomoto
Argentina
Anchor
Gardenia
Star
Century
Nagaraya
SM Bonus
Artisanal
Others
Total
Source:
Passport
2.7
1.6
1.9
1.8
2.8
1.7
1.9
1.7
2.8
1.8
1.9
1.7
2.7
1.8
1.8
1.7
1.3
1.3
1.3
1.3
1.2
1.1
1.2
1.1
1.2
1.0
1.2
1.0
0.9
0.9
0.9
0.9
1.0
0.9
0.9
0.9
0.9
1.0
0.9
0.9
1.0
0.9
1.0
0.9
1.0
0.9
0.9
0.9
0.9
0.9
0.9
0.9
1.0
1.0
1.0
1.0
1.0
0.9
0.9
0.9
0.9
0.9
0.9
0.9
1.0
1.0
1.0
1.0
1.0
1.0
0.9
0.9
0.9
0.9
0.9
0.9
0.7
0.8
0.8
0.8
0.8
0.8
0.9
0.8
0.8
0.7
0.7
3.8
47.8
100.0
0.8
0.7
0.7
3.8
47.2
100.0
0.8
0.7
0.7
3.7
46.6
100.0
0.8
0.8
0.8
3.6
46.4
100.0
Table 42
Penetration of Private Label by Category: % Value 2008-2013
% retail value rsp
Bakery
Meal Solutions
Noodles
Nutrition/Staples
Oils and Fats
Packaged Food
Condiments
Source:
2008
2009
2010
2011
2012
2013
0.4
2.0
5.0
7.7
2.6
0.4
2.2
5.9
1.7
0.7
0.5
2.0
4.9
8.0
2.7
0.4
2.3
6.2
1.7
0.7
0.6
2.0
4.8
8.3
2.7
0.4
2.3
6.3
1.8
0.7
0.5
2.1
4.8
8.1
2.7
0.4
2.3
6.5
1.8
0.7
0.5
2.2
4.9
8.0
2.7
0.4
2.4
6.7
1.9
0.7
0.5
2.3
4.9
8.1
2.8
0.4
2.5
6.7
1.9
0.8
Table 43
Distribution of Packaged Food by Format: % Value 2008-2013
% retail value rsp
36
Store-Based Retailing
- Grocery Retailers
-- Modern Grocery
Retailers
--- Convenience Stores
--- Discounters
--- Forecourt Retailers
--- Hypermarkets
--- Supermarkets
-- Traditional Grocery
Retailers
--- Food/drink/tobacco
specialists
--- Independent Small
Grocers
--- Other Grocery
Retailers
- Non-Grocery Retailers
-- Health and Beauty
Retailers
-- Mixed Retailers
-- Other Non-Grocery
Retailers
Non-Store Retailing
- Vending
- Homeshopping
- Internet Retailing
- Direct Selling
Total
Source:
Passport
2008
2009
2010
2011
2012
2013
99.8
95.4
48.6
99.9
95.4
49.1
99.8
95.5
49.5
99.8
95.6
49.9
99.8
95.7
50.3
99.8
95.7
50.6
1.3
0.2
4.6
42.6
46.8
1.3
0.1
4.9
42.8
46.3
1.3
0.2
5.5
42.6
45.9
1.3
0.2
5.9
42.5
45.7
1.4
0.2
6.1
42.6
45.4
1.4
0.2
6.3
42.8
45.1
4.2
4.2
4.1
4.1
4.1
4.1
12.7
11.8
11.1
10.6
10.3
10.0
29.9
30.4
30.8
31.1
31.0
30.9
4.4
4.4
4.4
4.4
4.4
4.3
4.2
4.2
4.1
4.1
4.1
4.1
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.1
0.2
0.0
0.0
0.1
100.0
0.1
0.0
0.0
0.1
100.0
0.2
0.0
0.0
0.1
100.0
0.2
0.0
0.0
0.2
100.0
0.2
0.0
0.0
0.2
100.0
0.2
0.0
0.0
0.2
100.0
Table 44
Distribution of Packaged Food by Format and Category: % Value 2013
% retail value rsp
Grocery Retailers
Modern Grocery Retailers
Convenience Stores
Discounters
Forecourt Retailers
Hypermarkets
Supermarkets
Traditional Grocery
Retailers
Food/drink/tobacco
specialists
Independent Small Grocers
Other Grocery Retailers
Non-Grocery Retailers
Health and Beauty
Retailers
Mixed Retailers
Other Non-Grocery
Retailers
BF
CPF
CHP
100.0
57.8
47.2
1.1
0.0
0.0
6.0
40.0
10.6
100.0
98.5
30.7
0.4
0.0
0.2
3.9
26.3
67.8
100.0
100.0
61.0
1.3
0.0
0.3
7.2
52.1
39.0
100.0
100.0
58.7
1.6
0.0
0.0
7.1
50.0
41.3
99.8
93.9
45.5
4.2
0.0
0.6
5.7
34.9
48.4
99.7
99.7
53.3
1.8
0.0
0.1
6.5
44.9
46.4
0.0
26.5
0.0
0.0
4.1
0.0
10.6
0.0
42.3
42.3
5.0
36.3
1.5
1.5
15.9
23.1
0.0
0.0
5.8
35.5
0.0
0.0
8.1
36.2
5.9
5.9
10.9
35.5
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
37
Non-Store Retailing
Vending
Homeshopping
Internet Retailing
Direct Selling
Total
Grocery Retailers
Convenience Stores
Discounters
Forecourt Retailers
Hypermarkets
Supermarkets
Traditional Grocery
Retailers
Food/drink/tobacco
specialists
Health and Beauty
Retailers
Mixed Retailers
Other Non-Grocery
Retailers
Non-Store Retailing
Vending
Homeshopping
Internet Retailing
Direct Selling
Total
Grocery Retailers
Convenience Stores
Discounters
Forecourt Retailers
Hypermarkets
Supermarkets
Traditional Grocery
Retailers
Food/drink/tobacco
specialists
Health and Beauty
Retailers
Mixed Retailers
Other Non-Grocery
Retailers
Non-Store Retailing
Vending
Homeshopping
Passport
0.0
0.0
0.0
0.0
0.0
100.0
0.0
0.0
0.0
0.0
0.0
100.0
0.0
0.0
0.0
0.0
0.0
100.0
0.0
0.0
0.0
0.0
0.0
100.0
0.2
0.0
0.0
0.2
0.0
100.0
0.3
0.0
0.0
0.0
0.3
100.0
DPF
FPF
IC
MR
NOO
OF
100.0
100.0
52.7
2.4
0.0
0.2
6.5
43.7
47.3
99.9
99.9
74.1
1.1
0.0
0.0
9.5
63.5
25.8
100.0
100.0
80.9
2.1
0.0
0.4
10.5
67.9
19.1
76.2
36.7
22.4
0.0
0.0
0.0
2.8
19.6
14.4
100.0
100.0
46.9
2.2
0.0
0.2
5.8
38.7
53.1
100.0
99.5
58.2
0.1
0.0
0.0
7.1
51.0
41.3
0.0
0.0
0.1
0.0
0.0
0.0
12.3
35.0
0.0
0.0
12.0
13.8
0.0
0.0
15.3
3.8
0.0
0.0
14.4
0.0
39.5
39.5
10.5
42.6
0.0
0.0
6.8
34.5
0.5
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.5
0.0
0.0
0.0
0.0
0.0
100.0
0.1
0.0
0.0
0.1
0.0
100.0
0.0
0.0
0.0
0.0
0.0
100.0
23.8
0.0
0.0
0.0
23.8
100.0
0.0
0.0
0.0
0.0
0.0
100.0
0.0
0.0
0.0
0.0
0.0
100.0
RM
SDC
SB
SOU
SPR
100.0
100.0
58.5
2.4
0.0
0.0
6.9
49.2
41.5
100.0
100.0
80.0
5.3
0.0
2.7
8.5
63.5
20.0
100.0
100.0
45.5
1.1
0.0
0.2
5.4
38.8
54.5
100.0
95.4
95.4
3.1
0.0
1.2
11.7
79.4
0.0
100.0
100.0
66.7
5.9
0.0
2.0
7.3
51.5
33.3
100.0
100.0
59.9
1.1
0.0
0.9
7.3
50.6
40.1
0.0
0.0
0.0
0.0
0.0
0.0
14.0
27.5
0.0
0.0
15.0
5.0
0.0
0.0
5.6
48.9
0.0
0.0
0.0
0.0
4.6
0.5
15.4
17.9
0.0
0.0
16.3
23.8
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
4.1
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
38
Internet Retailing
Direct Selling
Total
Passport
0.0
0.0
100.0
0.0
0.0
100.0
0.0
0.0
100.0
0.0
0.0
100.0
0.0
0.0
100.0
0.0
0.0
100.0
SSS
Grocery Retailers
Convenience Stores
Discounters
Forecourt Retailers
Hypermarkets
Supermarkets
Traditional Grocery
Retailers
Food/drink/tobacco
specialists
Health and Beauty
Retailers
Mixed Retailers
Other Non-Grocery
Retailers
Non-Store Retailing
Vending
Homeshopping
Internet Retailing
Direct Selling
Total
Source:
Key:
100.0
98.7
38.2
1.5
0.0
0.2
4.9
31.6
60.5
0.0
15.3
45.2
1.2
1.2
0.0
0.0
0.0
0.0
0.0
0.0
0.0
100.0
BF = baby food; B = bakery; CPF = canned/preserved food; CHP = chilled processed food; C =
confectionery; D = dairy; DPF = dried processed food; FPF = frozen processed food; IC = ice cream; MR
= meal replacement; NOO = noodles; OF = oils and fats; P = pasta; RM = ready meals; SDC = sauces,
dressings and condiments; SB = snack bars; SOU = soup; SPR = spreads; SSS = sweet and savoury
snacks
Table 45
Forecast Sales of Packaged Food by Category: Volume 2013-2018
'000 tonnes
Baby Food
Bakery
Confectionery
Dairy
Ice Cream
Meal Replacement
Noodles
Oils and Fats
Pasta
Ready Meals
2013
2014
2015
2016
2017
2018
54.5
380.5
267.4
96.0
88.6
369.2
350.3
119.9
48.8
1.4
210.6
545.0
39.7
13.8
217.3
55.5
392.5
277.7
99.0
90.3
375.4
365.7
123.2
49.8
1.4
220.6
564.4
41.7
14.4
222.9
56.7
404.0
287.1
101.9
92.2
381.7
381.0
126.0
50.8
1.5
230.1
583.1
44.0
15.2
227.8
58.0
416.2
296.8
105.0
94.4
388.2
396.5
129.0
51.9
1.6
239.5
601.4
46.3
15.9
232.9
59.2
429.2
307.4
108.2
96.7
394.6
412.3
132.2
53.2
1.6
249.0
620.3
48.7
16.8
238.1
60.5
442.9
318.4
111.6
99.3
400.8
428.7
135.5
54.7
1.7
258.7
639.2
51.1
17.6
243.2
39
Condiments
Snack Bars
Soup
Spreads
Products
Nutrition/Staples
Meal Solutions
Packaged Food
Source:
Note:
Passport
0.0
4.5
12.7
141.9
500.5
0.0
4.6
13.0
146.9
516.3
0.0
4.8
13.2
151.7
532.4
0.0
5.0
13.5
157.1
549.9
0.0
5.2
13.9
162.8
568.9
0.0
5.4
14.2
169.0
589.1
1,490.9
719.2
2,693.7
1,536.9
742.3
2,778.0
1,581.9
763.2
2,859.0
1,627.0
785.0
2,942.5
1,673.2
808.2
3,030.0
1,720.0
832.2
3,120.0
trade sources
Table 46
Forecast Sales of Packaged Food by Category: Value 2013-2018
Ps million
Baby Food
Bakery
Confectionery
Dairy
Ice Cream
Meal Replacement
Noodles
Oils and Fats
Pasta
Ready Meals
Condiments
Snack Bars
Soup
Spreads
Products
Nutrition/Staples
Meal Solutions
Packaged Food
Source:
Note:
2013
2014
2015
2016
2017
2018
34,276.5
65,427.6
35,483.7
17,853.1
30,896.5
74,054.6
34,494.4
32,005.3
9,830.2
2,160.2
25,190.4
50,854.6
3,547.8
3,440.9
25,001.7
35,069.8
67,423.2
36,691.9
18,370.9
31,040.5
74,964.4
35,766.5
32,866.1
10,075.8
2,229.6
26,086.3
52,116.3
3,750.0
3,598.3
25,486.9
36,023.6
69,347.1
37,778.1
18,848.5
31,319.8
76,218.0
37,064.7
33,622.9
10,312.2
2,321.2
26,985.0
53,395.8
3,967.5
3,763.6
25,902.4
37,023.7
71,445.1
38,914.6
19,357.4
31,698.9
77,754.6
38,350.7
34,464.9
10,597.3
2,433.6
27,852.3
54,718.0
4,189.7
3,946.4
26,331.0
37,992.6
73,734.0
40,139.6
19,899.4
32,162.9
79,426.0
39,655.5
35,362.4
10,922.2
2,569.5
28,722.4
56,167.2
4,424.3
4,147.4
26,767.0
38,942.1
76,181.8
41,434.5
20,456.6
32,691.1
81,257.7
40,971.8
36,316.2
11,278.4
2,718.7
29,573.8
57,716.8
4,672.1
4,361.0
27,204.6
0.9
1,635.5
3,714.2
40,149.2
124,472.9
0.8
1,692.8
3,711.1
41,471.1
127,476.8
0.8
1,747.4
3,718.2
42,677.4
130,508.6
0.8
1,800.7
3,743.5
44,043.8
133,962.9
0.8
1,860.0
3,777.4
45,549.0
137,806.3
0.8
1,920.6
3,819.4
47,128.8
141,908.3
220,550.3
115,569.8
456,224.4
225,535.1
118,859.6
467,307.6
231,013.3
121,819.0
478,574.4
236,951.8
124,974.7
490,902.7
243,234.1
128,339.2
504,150.9
249,860.9
131,861.1
518,145.7
trade sources
Table 47
Forecast Sales of Packaged Food by Category: % Volume Growth 2013-2018
% volume growth
Baby Food
Bakery
2017/18
2013-18 CAGR
2013/18 Total
2.1
3.2
3.6
2.1
3.1
3.5
10.9
16.4
19.1
40

Confectionery
Dairy
Ice Cream
Meal Replacement
Noodles
Oils and Fats
Pasta
Ready Meals
Snack Bars
Soup
Spreads
Nutrition/Staples
Meal Solutions
Packaged Food
Source:
Note:
Table 48
Passport
3.1
2.6
1.6
4.0
2.5
2.7
4.9
3.9
3.0
5.1
5.2
2.2
5.0
3.8
2.5
3.8
3.6
2.8
3.0
3.0
3.1
2.3
1.7
4.1
2.5
2.3
4.1
4.2
3.2
5.2
5.1
2.3
4.7
3.8
2.2
3.6
3.3
2.9
3.0
3.0
16.3
12.1
8.6
22.4
13.1
12.0
22.1
22.8
17.3
29.0
28.1
12.0
25.9
20.6
11.6
19.1
17.7
15.4
15.7
15.8
trade sources
Forecast Sales of Packaged Food by Category: % Value Growth 2013-2018
Baby Food
Bakery
Confectionery
Dairy
Ice Cream
Meal Replacement
Noodles
Oils and Fats
Pasta
Ready Meals
Snack Bars
Soup
Spreads
Nutrition/Staples
Meal Solutions
Packaged Food
Source:
Note:
2013-18 CAGR
2013/18 TOTAL
2.6
3.1
3.1
2.8
1.1
1.9
3.5
2.6
2.8
4.7
3.3
2.6
5.7
4.9
1.7
-2.4
3.3
0.6
3.3
2.7
2.5
2.7
2.6
13.6
16.4
16.8
14.6
5.8
9.7
18.8
13.5
14.7
25.9
17.4
13.5
31.7
26.7
8.8
-11.2
17.4
2.8
17.4
14.0
13.3
14.1
13.6
trade sources
41
Passport
DEFINITIONS
Explanations of words and/or terminology used in this report are as follows:
Sari-sari store Local traditional mom and pop shops
Baon Packed snack/lunch
SOURCES
Sources used during the research included the following:
Summary 1
Research Sources
Official Sources
Camara Oficial Espaola de Comercio

Industria y Navegacion en Filipinas, Inc
Department of Agriculture
Department of Health
Industrial Technology Development InstituteDepartment of Science & Technology
National Dairy Authority
National Food Authority
National Statistical Coordination Board
National Statistics Office
Philippine Stock Exchange
Trade Associations
Association of Filipino Franchisers Inc

Philippine Association of Meat Processors Inc
Philippine Coconut Oil Producers Association
Philippine Federation of Bakers Association
Inc
Rice Association
Trade Press
Business World Online

Food & Agribusiness Monitor
Source:
42

Packaged Food in The Philippines

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Packaged Food in The Philippines

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PACKAGED FOOD IN THE

PACKAGED FOOD IN THE PHILIPPINES

LIST OF CONTENTS AND TABLES

Foodservice Sales of Packaged Food by Category: Volume 20082013 ............................................................................................................. 7

Impulse and Ingulgence Products Key Trends and Developments ......................................... 10

Sales of Impulse and Indulgence Products by Category: Volume

PACKAGED FOOD IN THE PHILIPPINES

Forecast Sales of Impulse and Indulgence Products by Category:

Meal Solutions Key Trends and Developments ....................................................................... 17

Sales of Meal Solutions by Category: Volume 2008-2013 ......................... 20

Nutrition/staples Key Trends and Developments ..................................................................... 24

Sales of Nutrition/Staples by Category: Volume 2008-2013....................... 27

Market Data ................................................................................................................................ 31

Sales of Packaged Food by Category: Volume 2008-2013 ........................ 31

PACKAGED FOOD IN THE PHILIPPINES

LBN Brand Shares of Packaged Food: % Value 2010-2013 ...................... 35

Research Sources ...................................................................................... 42

PACKAGED FOOD IN THE PHILIPPINES

PACKAGED FOOD IN THE

Filipino Consumers Seek Variety in Food Choices

Nestl Philippines Maintains the Lead in Packaged Food

Modern Grocery Retailers Dominates the Distribution of Packaged Food

Packaged Food Set To Grow at A Slower Pace in the Medium Term

PACKAGED FOOD IN THE PHILIPPINES

KEY TRENDS AND DEVELOPMENTS

Manufacturers Cash-in on Filipinos Faster-paced Lifestyles

PACKAGED FOOD IN THE PHILIPPINES

New Product Developments Embody Filipinos Increasing Interest in

PACKAGED FOOD IN THE PHILIPPINES

Players Go Beyond Traditional Marketing Campaigns To Engage

PACKAGED FOOD IN THE PHILIPPINES

PACKAGED FOOD IN THE PHILIPPINES

FOODSERVICE KEY TRENDS AND DEVELOPMENTS

Trends Sales To Foodservice

PACKAGED FOOD IN THE PHILIPPINES

Foodservice Sales of Packaged Food by Category: Volume 2008-2013

PACKAGED FOOD IN THE PHILIPPINES

Foodservice Sales of Packaged Food by Category: % Volume Growth 20082013

Forecast Foodservice Sales of Packaged Food by Category: Volume 20132018

PACKAGED FOOD IN THE PHILIPPINES

Forecast Foodservice Sales of Packaged Food by Category: % Volume

PACKAGED FOOD IN THE PHILIPPINES

IMPULSE AND INGULGENCE PRODUCTS KEY TRENDS AND

PACKAGED FOOD IN THE PHILIPPINES

PACKAGED FOOD IN THE PHILIPPINES

PACKAGED FOOD IN THE PHILIPPINES

Sales of Impulse and Indulgence Products by Category: Volume 2008-2013

Sales of Impulse and Indulgence Products by Category: Value 2008-2013

Sales of Impulse and Indulgence Products by Category: % Volume Growth

PACKAGED FOOD IN THE PHILIPPINES

Sales of Impulse and Indulgence Products by Category: % Value Growth

% current value growth

NBO Company Shares of Impulse and Indulgence Products: % Value 20092013

% retail value rsp

PACKAGED FOOD IN THE PHILIPPINES

LBN Brand Shares of Impulse and Indulgence Products: % Value 2010-2013

% retail value rsp

Universal Robina Corp

PACKAGED FOOD IN THE PHILIPPINES

Forecast Sales of Impulse and Indulgence Products by Category: Volume

Forecast Sales of Impulse and Indulgence Products by Category: Value 20132018

Forecast Sales of Impulse and Indulgence Products by Category: % Volume

PACKAGED FOOD IN THE PHILIPPINES