DISCOUNTERS IN THE

PHILIPPINES
Euromonitor International
January 2019
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LIST OF CONTENTS AND TABLES

Headlines ..................................................................................................................................... 1
Prospects ..................................................................................................................................... 1
Puregold Continues To Support Its Puregold Extra Format ...................................................... 1
Competitive Landscape ................................................................................................................ 1
Different Formats Aim To Cater for Different Consumer Groups .............................................. 1
Channel Data ............................................................................................................................... 1
Table 1 Discounters: Value Sales, Outlets and Selling Space 2013-2018 ................ 1
Table 2 Discounters: Value Sales, Outlets and Selling Space: % Growth
2013-2018 .................................................................................................... 1
Table 3 Discounters GBO Company Shares: % Value 2014-2018 ........................... 2
Table 4 Discounters GBN Brand Shares: % Value 2015-2018 ................................. 2
Table 5 Discounters LBN Brand Shares: Outlets 2015-2018 .................................... 2
Table 6 Discounters LBN Brand Shares: Selling Space 2015-2018.......................... 2
Table 7 Discounters Forecasts: Value Sales, Outlets and Selling Space 2018-
2023 ............................................................................................................. 2
Table 8 Discounters Forecasts: Value Sales, Outlets and Selling Space: %
Growth 2018-2023 ....................................................................................... 3

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DISCOUNTERS IN THE PHILIPPINES

HEADLINES
 In 2018 discounters records current value growth of 10% to reach sales of PHP3.1 billion
 Puregold Price Club remains the only player present in the channel
 Over the forecast period discounters is expected to post a current value CAGR of 11% (8% at
constant 2018 prices) to reach sales of PHP5.2 billion in 2023

PROSPECTS

Puregold Continues To Support Its Puregold Extra Format

Puregold Extra is Puregold’s discounter, which offers a small store format with a limited
number of products. The company continued to support the chain by opening more outlets in
2018, although the “Extra” tag is no longer being used. Puregold decided to drop the Extra and
Junior tags but still continues to differentiate them internally.

COMPETITIVE LANDSCAPE

Different Formats Aim To Cater for Different Consumer Groups

Puregold Extra was the last grocery format launched by Puregold. Puregold already operated
62 hypermarkets and supermarkets in 2010 but then chose to launch another format called
Puregold Extra, which is positioned as a discounter. The aim of the company is to offer different
grocery formats so as to cater for the needs of all consumer groups.

CHANNEL DATA
Table 1 Discounters: Value Sales, Outlets and Selling Space 2013-2018

2013 2014 2015 2016 2017 2018

Value sales PHP bn 1.9 2.1 2.1 2.6 2.8 3.1

Outlets '000 0.0 0.0 0.0 0.0 0.0 0.0
Selling Space mn sq m 0.0 0.0 0.0 0.0 0.0 0.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources

Table 2 Discounters: Value Sales, Outlets and Selling Space: % Growth 2013-2018

% growth
2017/18 2013-18 CAGR 2013/18 Total

Value sales PHP million 10.0 9.7 58.7

Outlets 8.6 6.3 35.7
Selling Space '000 sq m 2.5 2.5 13.0

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

Table 3 Discounters GBO Company Shares: % Value 2014-2018

% retail value rsp excl sales tax

Company 2014 2015 2016 2017 2018

Puregold Price Club Inc 100.0 100.0 100.0 100.0 100.0

Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources

Table 4 Discounters GBN Brand Shares: % Value 2015-2018

% retail value rsp excl sales tax

Brand Company (GBO) 2015 2016 2017 2018

Puregold Puregold Price Club Inc 100.0 100.0 100.0 100.0

Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources

Table 5 Discounters LBN Brand Shares: Outlets 2015-2018

sites/outlets
Brand (GBO) Company (NBO) 2015 2016 2017 2018

Puregold Extra Puregold Price Club Inc 28 30 35 38

Total Total 28 30 35 38
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources

Table 6 Discounters LBN Brand Shares: Selling Space 2015-2018

selling space '000 sq m

Brand (GBO) Company (NBO) 2015 2016 2017 2018

Puregold Extra Puregold Price Club Inc 11.4 11.2 12.6 12.9
Total Total 11.4 11.2 12.6 12.9
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources

Table 7 Discounters Forecasts: Value Sales, Outlets and Selling Space 2018-2023

2018 2019 2020 2021 2022 2023

Value sales PHP bn 3.1 3.4 3.6 3.9 4.2 4.4

Outlets '000 0.0 0.0 0.0 0.0 0.1 0.1
Selling Space mn sq m 0.0 0.0 0.0 0.0 0.0 0.0
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

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Note: Forecast value data in constant terms.

Table 8 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth
2018-2023

% growth
2018/19 2018-23 CAGR 2018/23 Total

Value sales PHP million 9.1 7.6 44.1

Outlets 7.9 6.9 39.5
Selling Space '000 sq m 2.3 1.9 10.0
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Note: Forecast value data in constant terms.

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