A.

Market Shares/ Sales Volume/ Sales and Profit Trends

Based on the biscuit brand shares by value of 2008-2013 in the Philippines, Oreo

brand under Mondelez Philippines Inc. is the said market leader in the biscuit industry
among the imported brands with a 3.2% sales value last 2013. They are followed by Chips
Ahoy! under the same company, Mondelez Philippines Inc., with a sales value of 1.4%.
Other brands not considered as a major competitor share the other 82.4%. Thus, all the
other competitors under biscuit industry share the remaining 13% of sales value last 2013.
Mrs. Fields belongs to that 13% with a sales value of less than 0.1%.
If we focus on the imported biscuits industry, we can assume the competitive
positioning of our 3 main competitors. Oreo as the market leader; Chips Ahoy! as the
market challenger; Mrs. Fields as the market follower as it follows at a distance; and the
other companies which offer imported biscuits will fall under the market nichers.
The following table will show only the 3 chosen main competitors in the imported biscuit
industry, along with their percentage of sales in value in year 2013.
Brand

Company

2013 Sales Value in %

Oreo

Mondelez Philippines Inc.

3.2

Chips Ahoy!

Mondelez Philippines Inc.

1.4

Mrs. Fields

Mrs. Fields Philippines

< 0.1

Source: Euromonitor International from official statistics, trade associations, trade press,
company research, store checks, trade interviews, trade sources

The performance of biscuits is expected to remain robust in the following years, with
retail sales improving by 7%. Across all categories, sandwich biscuits are expected to see
the most robust performance in the following years. Oreo is the leading sandwich biscuit in
the industry. It is expected that these products will continue to gain good patronage from

children and adults alike. The average unit price of biscuits is expected to increase slightly
in the following years, by 3%.
The following tables show the value in sales and the growth in the value in sales of
biscuits in the Philippines from year 2008 to 2013.
Sales Biscuits: Value 2008-2013

Value Sales

2008

2009

2010

2011

2012

2013

18,891.4

20,038.5

21,355.2

22,906.4

24,735.7

26,569.2

(Php million)
Source: Euromonitor International from official statistics, trade associations, trade press,
company research, store checks, trade interviews, trade sources
Sales of Biscuits: % Volume Growth 2008-2013

% volume growth

2012/2013

2008-2013 CAGR

2008/2013 TOTAL

4.7

4.7

25.8

Source: Euromonitor International from official statistics, trade associations, trade press,
company research, store checks, trade interviews, trade sources