Beauty, convenience, health and hygiene are the four key factors that drive the buying habits of Filipinos, according to a study by the Kantar Worldpanel.
The study, conducted from June 2009 to June 2013, found a significant increase in the purchase of products that fall under the four factors.
According to the study, there was significant growth on the purchase of beauty products, with hair conditioner purchases up 12.6 percent; hand and body lotion, 6.3 percent; shampoo, 5.1 percent; and beauty bar soap, five percent.
The trend was mostly driven by purchases of households in Visayas and Mindanao across socio-economic classes C and D.
More convenience goods were purchased in the last five years, which Barra attributed to the on-the-go lifestyle of Filipinos. The purchase of ready-to-drink chocolate went up by 21 percent, coffee by 17 percent and energy or sports drinks by 11 percent percent.
Coffee 3-in-1 mixes grew by 32 percent. Instant noodles category were also popular, growing by nine percent while instant pasta and canned meat each grew by seven percent.
There was also a 17 percent rise in the purchase of meal flavorings, 11 percent for liquid seasoning, seven percent for breading and five percent for bouillon.
The growth in the purchase of convenience products was mostly driven by South Luzon and Mindanao consumers, most of which are among the economic class C.
The purchase of food products that lean toward improving personal health was also up. Cereals grew in purchases by 17 percent, while yogurt and cultured milk grew nine percent. Canned veggies and biscuits observed the same growth at six percent each.
Soy milk was also popular (20 percent); bottled water, 12 percent; energy and sports drinks, 10 percent; fruit and vegetable juices, seven percent; and powdered milk, 6 percent.
The trend was seen more in North Luzon and Mindanao with consumers mostly from socio-economic classes A, B and C.
Filipinos are now buying hygienic products more frequently than they did five years ago. Hand sanitizer purchases grew 19 percent, while safety razors grew 54 percent. Baby wipes and wet tissue rose by nine percent; panty-liners, 11 percent; and sanitary pads, 10 percent.
The study covered 3,000 households, specifically the “household decision makers” of which the number of females is dominant. The respondents were asked to write down in a diary the names of the brands that they have bought and took home during a particular week.
Kantar Worldpanel Commercial Director Luz Barra said the study was conducted to help brand owners know their target markets better.
JAN ERICK C. TUTAAN