Filipino Consumers Prioritize Healthier Food Choices
A recent study by Kantar Philippines reveals that 72% of Filipino shoppers consistently purchase healthy grocery items, underscoring a nationwide shift towards health-conscious consumption. This trend is particularly prominent in Metro Manila, where 84% of residents opt for healthier food options, compared to 55% in Mindanao. The study, conducted between February and April 2023, highlights that 99% of respondents recognize the importance of maintaining good health, and 97% value the role of nutritious groceries in achieving this goal.
The motivation behind these choices varies, with many Filipinos prioritizing their family's well-being and personal peace of mind. Interestingly, the inclination to purchase healthy items transcends socioeconomic status. The study found that 77% of individuals in the upper class (ABC) frequently buy healthy products, closely followed by 70% in class D and 75% in class E. This indicates a widespread appreciation for healthful eating across different economic segments.
However, the availability of healthy products remains a challenge, especially in certain regions. Marie-Anne Lezoraine, Managing Director of Kantar Philippines' Worldpanel Division, emphasized the need for brands to understand these consumer motivations. She suggests that by gaining insight into why health is important to shoppers and how they define healthy grocery items, brands can develop or expand product lines to better cater to these preferences.
This growing demand for healthier options reflects a broader lifestyle shift among Filipinos, influenced by increased health awareness and the desire to make informed dietary choices. As consumers become more mindful of their health, there is a significant opportunity for brands and retailers to meet this demand by offering accessible and affordable nutritious products.
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