Consumer Lifestyles in The Philippines

Consumer Lifestyles in the Philippines
September 2022
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at time of publication: September 2022
CONSUMER LIFESTYLES IN THE PHILIPPINES 33
Scope
This report is part of a series of four highly visual reports covering the 39 markets surveyed in Consumer Lifestyles offers valuable insights
the annual Voice of the Consumer: Lifestyles survey. into key consumer attitudes and current
thinking, and their impact on purchasing and
consumption habits; quantifying behaviours,
Draws together insights from across the Lifestyles survey and
Lifestyles Country Report Series
preferences and motivations and aligning

Consumer Lifestyles provides analysis on key trends. them with broader trends in the Philippines.
Reviews shifting consumer traits and values that influence

Consumer Values and purchasing and consumption behaviours. (Visual only
Behaviour report)
Explores consumers beyond their demographic profile and

Consumer Types provides a different perspective on shopping habits and
path to purchase.
Connects survey insights with Euromonitor’s eight Disclaimer

Megatrends megatrends, including case studies highlighting how Much of the information in this briefing is of a
companies are responding to changing attitudes and statistical nature and, while every attempt has
expectations. been made to ensure accuracy and reliability,
Euromonitor International cannot be held
Note: In the Lifestyles survey, respondents provide their age within 5-year increments (15-19, responsible for omissions or errors.
20-24, 25-29, etc). Given these parameters, generations cited in this report series are defined Figures in tables and analyses are calculated
from unrounded data and may not sum. Analyses
as follows: Generation Z: aged 15-24; millennials: aged 25-39; Generation X: aged 40-54; found in the briefings may not totally reflect the
baby boomers: aged 55+. companies’ opinions, reader discretion is advised.
Contents
Consumer landscape
Life priorities
Home life
Eating habits
Working life
Leisure habits
Health and wellness
Sustainable living
Shopping
Spending
Technology
Consumer landscape in the Philippines 2022

Population by Generation (% of total) Median Age: Fertility Rate: Old-age Dependency Ratio
30% Years Children per Woman 20%
26.3 2.4 2040
Life Expectancy at Birth: 2022
10%
15% Men Women 2000
67.6 75.9
0%
Households by Ownership 2000 2022 2040
0%
Generation Generation Z Millennials Generation X Baby Boomers
Alpha Owned
Largest Cities (by % of total population)
% of total population
Rented 0% 10% 20% 30%
Total Population Number of Households
113M Manila
26.8M
Cebu
Urban vs Rural Spending per Household Households by Type Davao City
100% Avg
Non- Couple with Children Cagayan de Oro disposable
USD5,065
essentials income
Other Zamboanga City
Food USD4,799 Philippines
Couple without… Bacolod
Housing USD1,377 General Santos City

Single Person
0 2,000 4,000 6,000
0% 0 50 Single-Parent Family
% of total consumer expenditure Disposable income per capita (USD)
2000 2022 2040
0% 20% 40% 60% % of Total Population Disposable Income (USD per Capita)
Source: Euromonitor International from national statistics
Note: Data for 2022-2040 are forecasts
Life priorities
Life priorities
Despite ongoing surges in the number of COVID-19 cases being reported in 2022, most Filipinos continue to be relatively positive about
their future, and that optimism is helping shape their life priorities. According to our survey, 70% of respondents (compared to 48%
globally) say they expect to be healthier in future. More broadly, 74% of respondents (compared with 51% globally) say they believe their
lives will be better in the future, while 77% (compared with 55% globally) say they will be happier in the future than they are now.
Consumers are also upbeat about their financial future: 73% (compared to 51% globally) say they believe they will be better off financially
in future.
The pandemic reinforced the strong appreciation most Filipinos feel for their family members and an even greater number are now
frequently turning to family for security and mutual support. According to our survey, 53% say they prioritise finding time to spend with
their partners/spouses while 48% prioritise finding time to spend with their children. Reflecting in part the large number of multi-
generational households in the country, 47% (compared with 33% globally) prioritise finding time to spend with their parents.
Filipinos tend to care a great deal about others in their local community: 62% (compared to 50% globally) say they believe it is important to
be active in their community and 58% (compared to 40% globally) say they will be more engaged in their community in future. In addition,
79% (compared to 62% globally) say they believe it is important to give back to those in need.
52% 46% 44%
feel under constant pressure to get things like to be actively engaged with brands of millennials are willing to spend money
done to save time
56% 84% 64%

prefer to spend money on experiences, use technology to improve their day-to- of Gen Z only buy from companies and
rather than things day life brands they trust completely
Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022
Spending time with parents ranked more highly than global average
Prioritising time
n = 1,011; % of respondents
Time for myself
Time with partner or spouse
Time with parents
Time with children
Time with extended family
0% 10% 20% 30% 40% 50% 60% 70%

Philippines Global
Note: Respondents who ranked these priorities in their top three
Finding time for favourite activities not as much of a priority as time for work
Prioritising time for activities Prioritising time for activities by generation
n = 1,011; % of respondents n = 1,011; % of respondents
Time for work
Time for my favourite activities
Time with friends
Time to Travel
Time to Volunteer
0% 5% 10% 15% 20% 25% 30% 35% 0% 5% 10% 15% 20% 25% 30% 35% 40%
Philippines Global Generation Z Millennials Generation X Baby Boomers

Note: Respondents who ranked these priorities in their top three
10
Curated and tailored experiences highly valued by Filipino consumers

Values: Status
I want products and services that are uniquely tailored to me 19% 46% 30% 3%
I like to be distinct from others 18% 40% 31% 9%
It is important for me that other people think I am doing well 18% 38% 31% 8% 4%
I seek curated experiences that are tailored to my tastes 14% 51% 30% 4%
You can tell a lot about a person from the car they drive 9% 21% 40% 23% 8%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree
11
Gen X value uniquely tailored products/services and want to be distinct from others
Values: Status by generation
n = 1,011; % of respondents (agree and strongly agree)
I want products and services that

are uniquely tailored to me
I seek curated experiences that are

tailored to my tastes
It is important for me that other

people think I am doing well
I like to be distinct from others
You can tell a lot about a person

from the car they drive
0% 10% 20% 30% 40% 50% 60% 70% 80%
Generation Z Millennials Generation X Baby Boomers

12
Consumers want to know as much as possible about products before they buy
Consumer values
I like to try new products and services 22% 51% 22% 3%
I extensively research the products and services I consume 22% 49% 24% 3%
I only buy from companies or brands that I trust completely 21% 44% 29% 6%
I like to be actively engaged with brands 14% 32% 44% 8%
I prefer branded goods to non-branded alternatives 12% 30% 43% 12%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
13
Trying new products and services appeals to all generations

Consumer values by generation
I like to try new products and
services
I extensively research the products

and services I consume
I only buy from companies or

brands that I trust completely
I like to be actively engaged with

brands
I prefer branded goods to non-

branded alternatives
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Home life
15
Home life
In recent years, many urban Filipinos living in crowded cities migrated to rural areas to escape the travails and stress of the COVID-19 virus.
But now, as the worst of the pandemic recedes, the benefits of living in urban centres—jobs, better wages, educational opportunities, etc—
are again beckoning aspiring Filipinos: 23% of respondents say that having a home in an urban or inner-city location is a priority, compared
to 13% who prefer rural areas. Home security is important regardless of whether they live in an urban or rural area: our survey identified
that 80% (compared to 53% globally reported that having their home in a safe location is a priority.
Cost-conscious residents have always been aware of the importance of home energy efficiency; indeed, home energy efficiency is cited by
43% of respondents as an essential home feature. Similarly, 50% say they are trying to reduce their energy consumption/use more energy-
efficient products. A growing number are becoming very concerned about rising domestic energy prices. In response, in 2022, the
government began offering cash subsidies and other benefits to consumers to blunt the impact on household budgets.
The large number of multi-generational homes means that it is an issue for large families to have enough living space in their homes. In
turn, 29% of respondents (compared to 18% globally) say that minimalist home design is important, while 32% (compared to 23% globally)
say that having multi-functional space in their homes is important. Indeed, the focus of residents tends to be on available indoor living
space; notably, only 22% (compared to 33% globally) say that having access to outside space at their homes is a priority.
59% 43% 30%
prioritise living in an area with limited air of millennials want a smart home
regularly engage in home-based hobbies pollution
32% 69% 48%

participate in online fitness classes regularly work from home of baby boomers prioritise energy
efficiency
16
Filipino households play video games more often at home than their global counterparts
Home activities
n = 1,011; % of respondents (at least weekly)
Connect with friends or family virtually
Work from home
Exercise
Study
Play video games
Hobbies (e.g. gardening, crafts or knitting)
Entertain friends and family who do not live with me
Take an online/virtual fitness class
0% 10% 20% 30% 40% 50% 60% 70% 80%

Philippines Global

17
A large percentage of baby boomers regularly exercise at home

Home activities by generation
n = 1,011; % of respondents (at least weekly)
Study
Connect with friends or family

virtually
Play video games
Exercise
Work from home
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

18
Energy efficiency and clean air is ranked highly by Filipino households

Most desirable home features Most desirable home features by generation
Location with limited air pollution
Energy efficient
Proximity to public transport
Availability of garage/indoor parking
Multi-functional space (work-live space)
Built with sustainable materials
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 0% 10% 20% 30% 40% 50% 60%

Eating habits
20
Eating habits
Filipinos tend to prepare meals from scratch at home less frequently than their global counterparts: 65% of respondents (compared to 75%
globally) say they regularly cook/bake at home. 34% of respondents, including 42% of Gen X, say they simply do not have time to cook and
17% say they do not have time to shop for groceries. As an alternative to cooking, 54% say they regularly reheat or prepare ready meals,
40% regularly order food for home delivery, and 43% say they regularly order food for takeaway or pick up ready-made food to eat at home.
As household incomes rise, more Filipinos are becoming better aware of the benefits of consuming healthier foods. 71% of respondents
(compared to 56% globally) say they look for healthy ingredients in the food and beverages they buy and 58% (compared to 43% globally)
say they closely read the nutrition labels of food and beverages. 56% (compared to 30% globally) say they would be willing to pay more for
food and beverages high in health and nutritional properties and 33% (compared to 18% globally) say they would pay more for organic food
and beverages.
Though plant-based meat alternatives are growing in popularity, industry projections tend to estimate that consumer demand for meat
products will remain relatively stable in the short term. Meat-eating habits of older consumers are running counter to the general trend:
45% of baby boomers (compared to 34% of global baby boomers) say they are trying to reduce their meat consumption.
35% 47% 41%
do not have time to cook of Gen Z often snack during the day in order food for home delivery at least
between meals weekly
62% 70% 65%

of millennials closely read nutrition labels look for healthy ingredients cook or bake every week

21
Millennials reheat or prepare a ready meal more than other generations do

Meal preferences Meal preferences by generation
n = 1,011; % of respondents (at least weekly) n = 1,011; % of respondents (at least weekly)
Home cooked or baked
Reheat or prepare a ready meal
Order food for takeaway or pick up

ready-made food
Order food for home delivery
Eat at a restaurant
0% 10% 20% 30% 40% 50% 60% 70% 80% 0% 10% 20% 30% 40% 50% 60% 70% 80%

22
Low prices and health and nutritional benefits are top food features
Most influential food features and attributes
Health and nutritional properties
Low price
All natural
Superior taste
Environmentally conscious or eco-friendly
Strong or well-known brand
100% organic
Supports local communities
Locally sourced or manufactured locally
Ready to cook
0% 10% 20% 30% 40% 50% 60% 70%
Philippines Global
23
Gen Z less likely to have food preferences or restrictions than others

Food preferences and restrictions Food preferences and restrictions by generation
I do not typically eat meat or fish, but will

consume it occasionally
I am a vegetarian
I am a vegan
0% 5% 10% 15% 0% 5% 10% 15% 20% 25% 30%
Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022 Generation Z Millennials Generation X Baby Boomers
24
High percentage of households enjoy an afternoon snack at the weekend

Weekday eating habits Weekend eating habits
Lunch Lunch
Dinner Dinner
Breakfast Breakfast
Afternoon snack Afternoon snack
Morning snack Morning snack
Evening/post-dinner snack Evening/post-dinner snack
0% 20% 40% 60% 80% 100% 0% 10% 20% 30% 40% 50% 60% 70%

25
Gen Z have less regimented mealtimes than older generations

Eating and snacking behaviours Eating and snacking behaviours by generation
I typically eat snacks while watching

TV/streaming
I often snack during the day in between

meals
I eat meals at the same time each day
I look for snacks that are easy to take

with me
My mealtimes vary and depend on my

schedule
0% 10% 20% 30% 40% 50% 60% 70% 0% 10% 20% 30% 40% 50% 60% 70%

Working life
27
Working life
Once they adapted to pandemic-related work-from-home mandates, Filipino workers began appreciating the flexible schedules and the
new-found time they could devote to personal activities and obligations. Indeed, 45% of respondents (compared to 35% globally) say they
now want jobs that allow for a strong work-life balance. 69% of respondents (compared to 53% globally) say they still regularly work from
home and 34% (compared to 24% globally) say that being able to work from home is now a priority. Looking ahead, 49% (compared to 36%
globally) say they expect to be able to work from home in future.
A substantial and growing number of Filipino workers with rising incomes are enjoying the benefits of middle-class life, but a large
proportion of workers are still on low wages and they find that they must work multiple jobs to make ends meet. 37% of respondents,
including 40% of those aged 60+, say they now have at least two jobs. 25%, including 30% of Gen Z, say they expect to have more than one
job at the same time in future. Similarly, 19% say they expect to work in a part-time job in future.
Filipinos have embraced entrepreneurship and the volume of investment and the number of start-ups, particularly in the fintech sector,
continues to grow. 44% of respondents (compared to 26% globally) say they expect to start their own companies in future. Similarly, 42%
(compared to 27% globally) say they expect to be self-employed in future. The government continues in its effort to foster the creation of
start-ups by streamlining government processes and by providing incentives for those wishing to establish new companies.
48% 48% 42%
of Gen X want a job that allows for a expect to work from home in the future of Gen Z want to start their own company
strong work-life balance
21% 34% 39%

want to set their own working hours want to have job security want to work for a company that
prioritises health and safety
28
Earning a high salary ranks highest in work-related factors for Filipinos

Most important work-related factors
To earn a high salary
To have a job that allows for a strong work-life balance
To have job security
To be able to work from home
To work for a company that takes ethical and social responsibilities seriously
To receive good training
To have the opportunity to work or travel abroad
To set my own work hours
To have responsible and challenging work
To work for a successful company
0% 10% 20% 30% 40% 50% 60%

29
Work-life balance more important for younger generations

Selected work-life balance factors by generation
To have a job that allows for a

strong work-life balance
To be able to work from home
To set my own work hours
To work for myself
0% 10% 20% 30% 40% 50% 60%


30
Millennials place earning a high salary far ahead of other expectations

Selected work-related expectations by generation
To earn a high salary
To work for a company that

prioritises health and safety
To receive good training
To have job security
To have responsibility and

challenging work
To work close to home
0% 10% 20% 30% 40% 50% 60% 70%

31
Expectations for starting own business much higher than global average
Future work expectations
n = 975; % of respondents
Work from home
Start my own company
Have flexible start and finish times
Be self-employed
Work abroad in a different country
Work on contract or freelance
Retire before the typical retirement age
Have more than one job at the same time
Work part-time
Work past the typical retirement age
Leave work to care for dependents
Change industries
0% 10% 20% 30% 40% 50% 60%
Philippines Global
32
Marked contrast between Gen Z and other generations on working from home in future
Future work expectations by generation
Have flexible start and finish times
Work abroad in a different country
Start my own company
Be self-employed
Work from home
0% 10% 20% 30% 40% 50% 60% 70%

Leisure habits
34
Leisure habits
As a result of the pandemic, much of the recent leisure time of Filipinos has been spent at home. 90% of respondents say they regularly
watch TV in their spare time at home, while 59% play video games. 60% say they partake in home-based hobbies, such as gardening,
knitting and crafts. Younger Filipinos enjoy socialising: 47% of both Gen Z and millennials say they regularly entertain friends and family in
their spare time at home. When they are socialising with friends and family in person at home, 70% of Gen Z and 77% of millennials say
they regularly keep in touch with them virtually.
Filipinos enjoy leisure travel and most are eager to go on holiday now that pandemic-related travel restrictions have been lifted. Domestic
holiday destinations such as Palawan, Boracay and Cebu remain popular, together with regional holiday destinations such as South Korea,
Singapore and Japan. According to our survey, 25% of respondents say they intend to spend more on travel/holidays in future.
Bolstered by rising incomes, many consumers enjoy spending their spare time shopping. Indeed, 42% of respondents say they regularly go
shopping for leisure while 47% (compared to 33% globally) say they like to browse in stores even if they do not need to buy anything. Malls
are particularly popular leisure venues due to the many social and recreational options available and the respite they offer from the
country’s often stifling heat and humidity: 44% (compared to 33% globally) say they regularly visit shopping malls in their spare time.
74% 66% 62%
of millennials feel it is important to spend of Gen Z play video games every week value online virtual experiences
money on experiences
65% 25% 25%

seek curated experiences that are tailored expect to increase spending on leisure will be spending more on experiences
to their tastes travel
35
High percentage of Filipinos regularly socialise online in their leisure time

Frequency of selected in-person and online leisure habits Selected in-person and online leisure habits by generation
n = 1,011; % of respondents n = 1,011; % of respondents (at least monthly)
Socialise with friends online 51% 23% 15% 9%
Socialise with friends in person 23% 31% 25% 17%
Take a class/attend a lecture online

23% 16% 19% 26% 16%
(learn a new skill, dance class, etc)
Take a class/attend a lecture in person

9% 14% 17% 39% 21%
(learn a new skill, dance class, etc)
0% 20% 40% 60% 80% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80%
At least weekly 1-3 times a month Once every few months Rarely Never Generation Z Millennials Generation X Baby Boomers

36
Going out for the day is a popular leisure activity

Frequency of leisure activities
Go shopping for leisure 15% 28% 31% 22% 5%
Take a day trip 13% 23% 30% 26% 8%
Go to a sporting event 4% 11% 21% 41% 22%
Go to the cinema 4% 14% 25% 45% 12%
Go to a museum/art gallery 8% 17% 52% 20%
Go to a concert or to the theatre 7% 15% 52% 24%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
At least weekly 1-3 times a month Once every few months Rarely Never
37
Older generations enjoy leisure shopping far more than Gen Z do

Leisure activities by generation
n = 1,011; % of respondents (at least monthly)
Go shopping for leisure
Take a day trip
Go to a sporting event
Go to the cinema
Go to a museum/art gallery
Go to a concert or to the theatre
0% 10% 20% 30% 40% 50% 60%


38
High percentage of consumers regularly take domestic leisure trips

Number of domestic and international leisure trips in the previous 12 months
% of respondents by generation
70%
56%
1-3 trips 60%

25%
50%
0% 10% 20% 30% 40% 50% 60%
40%
15%
30%
4+ trips
4%
20%
0% 5% 10% 15% 20%
10%
29% 0%
Did not take
1-3 trips
1-3 trips
1-3 trips
1-3 trips
1-3 trips
1-3 trips
1-3 trips
1-3 trips
4+ trips
4+ trips
4+ trips
4+ trips
4+ trips
4+ trips
4+ trips
4+ trips
this type of
trip 71%
0% 20% 40% 60% 80% Generation Z Millennials Generation X Baby Boomers
Number of domestic personal trips Number of international personal trips

39
Filipinos prefer holidays where they can relax over shopping and culture
Most important travel features
Relaxation
Family-oriented or child-friendly
Nature and outdoor activities
Quality of food or dining at destination
Convenient travel options
All-inclusive hotels and resorts
Eco-tourism or sustainable travel options
Immersion in local culture
Able to book holiday package inc flight and

accommodation
Shopping
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Philippines Global
40
Relaxation is also a priority for Gen Z and millennial travellers

Most important travel features by generation
Relaxation
Quality of food or dining at

destination
Family-oriented or child-friendly
Nature and outdoor activities
Convenient travel options
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%


Health and wellness
42
Health and wellness

All Filipinos are eligible for free healthcare under the national public PhilHealth programme, but not all procedures and treatments are
covered and consumers must often pay out-of-pocket medical expenses. In recent years healthcare costs have been rising and this trend is
expected to continue, at least throughout the short term. According to our survey, 34% of respondents, including 39% of millennials, say
they expect their future spending on health to increase.
Dealing with the pandemic caused higher levels of stress and anxiety amongst Filipinos and the negative impact lingers, especially amongst
younger Filipinos. In turn, 30% of Gen Z and 29% of millennials say they now regularly participate in stress-reduction activities. 51% of Gen
Z and 50% of millennials say they use sleep aids while 23% of Gen Z and 27% of millennials say they undergo therapy or counselling.
Many Filipinos turn to technology to help them improve/monitor their health and fitness. 19% of respondents say they own fitness
wearables/health tracking devices, while 38% say they use mobile phone apps to track their health or fitness. Similarly, 38% (compared to
28% globally) say they regularly visit health-related or medical websites. Prior to the pandemic, telemedicine was rare, but now, after
achieving great popularity by allowing patients to visit GP surgeries digitally, services are in greater demand. In 2022, industry pioneer
Medgate Philippines reported that it was conducting 1,500 online consultations daily.
54% 58% 29%
expect to increase spending on health and participate in physical exercise every week of millennials participate in regular
wellness stress-reduction activities
77% 19% 89%

regularly take health own a fitness wearable/health tracking take health and safety precautions when
supplements/vitamins device leaving home
43
Most consumers take health supplements and vitamins every day

Health-related activities
Almost every day 1-2 times a week 1-2 times a month
Take health
supplements/vitamins
Participate in physical
exercise
Participate in stress-
reduction activities
0% 20% 40% 60% 80% 0% 10% 20% 30% 40% 0% 5% 10% 15% 20%
% of respondents by gender
Almost every day 1-2 times a week 1-2 times a month
Female Male Female Male Female Male
Participate in physical exercise 45% 55% 48% 52% 54% 46%
Take health supplements/vitamins 52% 48% 45% 55% 44% 56%
Participate in stress-reduction activities 40% 60% 53% 47% 46% 54%
44
Higher percentage of Filipinos run or jog 1-2 times a week than walk/hike
Exercise habits
Walk or hike for exercise 33% 36% 10% 19%
Run or jog 21% 39% 14% 23%
Cycle or ride a bike 11% 34% 11% 30% 14%
Practise yoga 7% 14% 8% 32% 39%
Participate in intensive physical activities 5% 17% 13% 49% 16%
Participate in team sports 15% 9% 50% 24%
Take a group fitness class 14% 9% 43% 30%
Participate in other individual sports 14% 11% 49% 25%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Almost every day 1-2 times a week 1-2 times a month Less than once a month Never
Note: Results shown only include respondents who exercise at least occasionally
45
Gen Z have low levels of exercise routines compared to other generations

Weekly exercise habits by generation
Walk or hike for exercise
Run or jog
Cycle or ride a bike
Participate in team sports
Practise yoga
Take a group fitness class
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Note: Results shown only include respondents who exercise at least occasionally
46
Higher percentage of Filipinos rely on massage compared to the global average

Stress-reduction activities in previous six months
Massage
Herbal remedies
Meditation
Sleep aids
Spa visit
Yoga
Therapy or counselling
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Philippines Global
Note: Results shown only include respondents who participate in stress-reduction activities at least occasionally
47
Millennials more readily use herbal remedies for stress

Stress-reduction activities in previous six months by generation
Massage
Meditation
Sleep aids
Herbal remedies
Spa visit
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Note: Results shown only include respondents who participate in stress-reduction activities at least occasionally
Sustainable living
49
Sustainable living
Most Filipinos are well aware of how vulnerable their country is to climate change. According to our survey, 79% of respondents (compared
to 66% globally) say they are worried about climate change and 58% (compared to 47% globally) say that they believe climate change will
affect their lives even more in future than it does now. In particular, the thousands of islands that make up the Philippine archipelago are
increasingly threatened by rising sea levels, greater incidences of flooding and more frequent and more intense typhoons.
According to recent government reports, 1,717 metric tons of food are wasted daily in the Philippines, a country where a large proportion
of households are considered food-deprived. Increasingly aware of this issue, 71% of respondents (compared to 55% globally) now say they
are trying to reduce food waste. Consumers are also clamouring for government support: in 2022, the Zero Food Waste Act was proposed
to help tackle food waste through better redistribution and recycling.
Consumers are very aware of the need to curb the excessive use of plastics: 77% of respondents (compared to 56% globally) say they are
trying to reduce their use of plastics. If they cannot avoid using plastics, they are nevertheless keen on appropriate plastics disposal: 75%
(compared to 53% globally) say they recycle items, including a considerable amount of plastics. Some local municipal authorities, including
those in Quezon City, have unilaterally banned plastic bags and single-use plastics.
76% 64% 79%
try to have a positive impact on the of millennials only buy from are worried about climate change
environment companies/brands they trust completely
62% 41% 76%

feel being active in the community is of eco-conscious Gen Z buy sustainably of eco-conscious consumers are reducing
important produced items use of plastics
50
Over 75% of consumers try to have a positive impact on the planet

Key concerns Trust in ethical labels
n = 1,011; % of respondents n = 981; % of respondents
100%
Recyclable 66% 31%
90%
17% 20%
80%
Environmentally conscious or eco-
65% 32%
70% friendly
60%
44%
50% Sustainably produced 59% 39%
50%
40%
30% Supports a charity or a charitable cause 55% 42%
20%
34%
26% Vegan 46% 50%
10%
0%
I am worried about climate change I try to have a positive impact on the 0% 50% 100%
environment through my everyday
actions Trustworthy Not trustworthy Neutral
51
All generations concerned about climate change and try to have a positive impact
Key concerns by generation
60%
50%
40%
30%
20%
10%
0%
Strongly agree Agree Strongly agree Agree Strongly agree Agree Strongly agree Agree
I try to have a positive impact on the environment through my everyday actions

I am worried about climate change

52
Reducing use of plastics and recycling much higher than global average
Green behaviours Green behaviours by generation
n = 772; % of respondents n = 772; % of respondents
Reduce plastics use
Recycle items
Reduce food waste
Reduce carbon emissions
Use less water
0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100%
Philippines Global
Note: Only showing results from respondents who try to have a positive impact on the
environment
53
Using sustainable packaging is a key green behaviour

Green activities Green activities by generation
n = 772; % of respondents n = 772; % of respondents
Use sustainable packaging
Repair broken items, rather than

replacing
Use more energy-efficient products
Buy sustainably-produced items
Donate to charities supporting the

environment
Buy products and services from purpose-

driven brands/companies
0% 10% 20% 30% 40% 50% 60% 70% 0% 10% 20% 30% 40% 50% 60% 70%
Note: Only showing results from respondents who try to have a positive impact on
the environment
Shopping habits
55
Shopping habits
Slow to adopt online shopping in the past, a growing number of Filipinos are now embracing e-commerce, especially since pandemic-
related lockdowns and store closures hindered in-store shopping. 37% of respondents, including 43% of millennials, say they regularly
spend time shopping online while at home and 42% say they regularly buy items or services via their mobile phones. In the first quarter of
2022, Shopee launched its new 3.15 Consumer Day online mega-sale to complement its traditional year-end sale. At the same time, in
addition to year-end sales, Lazada continues to offer online shoppers bargains through its own very popular mid-year 6.6 mega-sale.
Loyalty reward programmes are very popular amongst Filipinos. 76% of respondents (compared to 61% globally) participate in programmes
sponsored by grocery stores/supermarkets; 68% (compared to 41% globally) are members of programmes sponsored by department stores
or other retailers; and 65% (compared to 41% globally) are members of programmes sponsored by drugstores or
pharmacies/parapharmacies.
In line with rising incomes, many aspirational consumers are enamoured by branded goods. 43% of respondents say they prefer branded
goods to non-branded alternatives and 39% of respondents (compared to 27% globally) say they regularly seek strong or well-known
brands. At the same time, reflecting consumers’ desire for credibility and transparency, 64% (compared to 54% globally) say they only buy
from brands/companies that they trust completely.
34% 44% 46%
buy/shop more often where they have a like to visit shopping malls of Gen Z expect to increase visits to
loyalty card discount stores
38% 46% 53%
try to purchase locally-sourced products recently bought something via a social of millennials would rather buy fewer but
and services media platform higher-quality things
56
Half of respondents say they are buying less to afford better quality
Shopping attitudes and preferences
I would rather buy fewer, but higher quality things
I like to visit shopping malls
I seek products with easy to understand labels
I try to purchase locally-sourced products and services
Buying eco/ethically-conscious products makes me feel good
I regularly buy gifts for my family and/or friends
I look for personalised and tailored shopping experiences
I seek niche brands that are hard-to-find or unique
0% 10% 20% 30% 40% 50% 60%

Philippines Global

57
Baby boomers feel more strongly about buying locally-produced products

Top five shopping attitudes and preferences by generation
I would rather buy fewer, but
higher quality things
I like to visit shopping malls
Buying eco/ethically-conscious
products makes me feel good
I seek products with easy to

understand labels
I try to purchase locally-sourced

products and services
0% 10% 20% 30% 40% 50% 60% 70%

58
Consumers far more likely to rely on friends/family than global average

Shopping influences
Friends and family recommendations
Product label/information
Independent consumer reviews
Brand/company website
Advertisement from company or brand
Brand/company social media accounts
My social media network
Blogger/social media influencer
Expert organisations
Celebrity endorsement
0% 10% 20% 30% 40% 50% 60% 70%

Philippines Global

59
Baby boomers view independent reviews as important as friends/family recommendations

Top five shopping influences by generation
Friends and family

recommendations
Independent consumer reviews
Product label/information
Brand/company website
Advertisement from company or

brand
0% 10% 20% 30% 40% 50% 60% 70% 80%

60
Consumers less motivated to shop in-store for new products and advice
Key in-store shopping motivations
See or try before buying
Immediate purchase
Better warranty/easier to return
Convenient location / access
To avoid paying for shipping
Stores are more trustworthy
No delivery-related hassles
Ability to use a loyalty rewards app or programme
To see new products and trends that I would otherwise miss
Advice from in-store sales people
0% 10% 20% 30% 40% 50% 60%

Philippines Global
61
Older generations like to shop in-store if they have an accessible location

Key in-store shopping motivations by generation
See or try before buying
Immediate purchase
Better warranty/easier to return
To avoid paying for shipping
Convenient location / access
0% 10% 20% 30% 40% 50% 60% 70%

62
Free shipping and convenience key motivators to shop online

Key online shopping motivations
Ability to order at any time, from anywhere
Free shipping
Best price
Variety of brands
Ability to buy products / brands not available in the local market
To avoid interacting with other shoppers in physical stores
Ease and availability of delivery
Ability to access site on different devices (computer, smartphone, tablet, etc.)
Product information, comparison, and reviews at my fingertips
To avoid interacting with salespeople in physical stores
0% 10% 20% 30% 40% 50% 60%

Philippines Global

63
Baby boomers shop online to find products not available locally

Key online shopping motivations by generation
Free shipping
Ability to order at any time, from

anywhere
Best price
Ability to buy products / brands

not available in the local market
Variety of brands
0% 10% 20% 30% 40% 50% 60% 70%


Spending habits
65
Spending habits
Many Filipinos are tightening their belts as the cost of living rises and as the rate of inflation threatens household budgets. Despite rising
wages, only 23% of respondents say they intend to increase their overall spending in future. In response to economic uncertainty, 71%
(compared to 46% globally) say they plan to increase their savings. In particular, consumers are concerned about rising food prices: 38% of
respondents believe their spending on groceries will increase in future and 30% regularly seek private label and low-cost products.
Additionally, 44% of respondents say they intend to increase their visits to discount stores.
Many younger consumers are reconsidering their traditional spending and consumption habits and adopting the principles of the circular
economy. Rather than spending money to buy products/services, 41% of Gen Z and 49% of millennials say they regularly share/swap items
or services, while 58% of Gen Z and 61% of millennials say they regularly spend their money on used or second-hand items, and 52% of Gen
Z and 48% of millennials say they repair broken items, rather than replacing them.
Rather than spending their money on physical items, a growing number of Filipinos are instead looking to spend their money on
experiences. 68% of respondents (compared to 58% globally) say it is important spend money on experiences and 56% prefer to spend their
money on experiences, rather than things.
31% 74% 49%
of Gen Z enjoy spending their money like to try new products and services of millennials like to enjoy life and do not
rather than save it worry about planning for the future
42% 65% 66%

shop online to find best prices use loyalty cards for exclusive discounts of baby boomers are influenced by low
prices when buying groceries
66
Consumers expect to spend more on health and wellness than any other category
Spending intentions over the next 12 months Intension to increase spending over the next 12 months by
n = 995; % of respondents generation
n = 995; % of respondents (increase)
Spending on health and wellness 54% 41%
Spending on education 39% 10% 51%
Spending on groceries 38% 10% 52%
Spending on new technology 28% 27% 45%
Spending on clothing and footwear 26% 22% 53%
Spending on experiences 25% 31% 44%
Spending on travel/holidays 25% 36% 39%
0% 20% 40% 60% 80% 100% 0% 10% 20% 30% 40% 50% 60% 70%
Increase Decrease Stay the same Generation Z Millennials Generation X Baby Boomers

67
Saving money is front of mind for 70% of consumers

Spending and saving intentions over the next 12 months Spending and saving intentions over the next 12 months by
n = 986; % of respondents generation
n = 986; % of respondents (increase)
Saving money 70% 7% 23%
Overall spending 24% 42% 34%
0% 20% 40% 60% 80% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80%
Increase Decrease Stay the same Generation Z Millennials Generation X Baby Boomers

Technology
69
Technology
While entrenched at home during recent lockdowns, many Filipinos turned to virtual activities in lieu of daily “real world” experiences, and
the trend towards virtual platforms continues even as consumers have been released from lockdown. 62% of respondents (compared to
49% globally) say they value online virtual experiences and 29% even say they prefer online virtual experiences to real world experiences.
14%, including 22% of Gen Z, say they expect that more of their everyday activities will shift to online platforms in future.
A growing number of residents are adopting smart home technology devices/systems to make their homes more secure, comfortable and
efficient. 37% of respondents (compared to 20% globally) say they own smart appliances and 30% say that smart home functionality is an
important home feature. While 26% say they regularly use their mobile phones to remotely monitor or control home appliances, a growing
percentage (9%) say they own in-home virtual assistants/speakers, devices that often serve as the hub of IoT systems.
Most Filipinos are concerned about protecting their personal data while online: only 22% of respondents say they freely share their
personal information online, while 68% of respondents (compared to 57% globally) say they actively manage their data sharing and privacy
settings. 37% say they consider targeted ads based on their online searches and purchase history to be an invasion of privacy.
84% 59% 68%

use technology to improve their day-to- of millennials make an in-store mobile actively manage data sharing and privacy
day life payment at least weekly settings
22% 48% 13%

use AR or VR to enhance their shopping of Gen Z take part in online video gaming feel that more of their everyday activities
experience at least weekly will shift to online platforms
70
Consumers actively manage their privacy and data sharing online

Attitudes towards technology
I actively manage data sharing and privacy settings
It is important to me to cultivate my personal brand online
I prefer to communicate online
I share data to receive personalised offers
Targeted ads based on my activity online invade my privacy
I prefer online virtual experiences to real world experiences
I freely share personal information online
0% 10% 20% 30% 40% 50% 60% 70% 80%
Philippines Global
71
All generations are concerned about their online privacy and manage their settings
Attitudes towards technology by generation
I actively manage data sharing and

privacy settings
It is important to me to cultivate
my personal brand online
I share data to receive personalised

offers
I prefer to communicate online
Targeted ads based on my activity

online invade my privacy
0% 10% 20% 30% 40% 50% 60% 70% 80%

72
Filipinos have lower uptake of gaming consoles than the global average
Ownership of non-wearable devices Ownership of non-wearable devices by generation
Smartphone
Desktop or laptop computer
Tablet with full capabilities
Smart appliances
Gaming system – console
Gaming system – portable player
In-home virtual assistant device
0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100% 120%
73
Gen Z have low ownership of smartwatches and fitness wearables

Ownership of wearable devices Ownership of wearable devices by generation
Wired earphones/headphones
Wireless earphones/headphones
Smartwatch
Fitness wearables/health tracking device
0% 10% 20% 30% 40% 50% 60% 70% 0% 10% 20% 30% 40% 50% 60% 70%

74
Filipinos spend more time visiting/updating social networks than average

Weekly online activities
Browse online
Visit a social networking website
Visit online news sites
Take part in online video gaming
Visit health-related or medical sites
Write a review for a product or service
Use augmented or virtual reality to enhance shopping experience
Visit an online dating or matchmaking website
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Philippines Global
75
Nearly half of Gen Z/millennials take part in online video gaming every week
Top five weekly online activities by generation
Browse online
Visit a social networking website
Visit online news sites
Take part in online video gaming
Visit health-related or medical sites
0% 20% 40% 60% 80% 100% 120%

CONSUMER LIFESTYLES IN THE PHILIPPINES
For further insight please contact
Jennifer Elster
Project Manager
Jennifer.elster@Euromonitor.com
• https://www.linkedin.com/in/jennifer-elster-58338722/
• @ElsterJennifer
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preferences and motivations and aligning

Reviews shifting consumer traits and values that influence

Explores consumers beyond their demographic profile and

Connects survey insights with Euromonitor’s eight Disclaimer

Health and wellness

Consumer landscape in the Philippines 2022

Housing USD1,377 General Santos City

56% 84% 64%

Time for myself

Time with partner or spouse

Time with parents

Time with children

Time with extended family

0% 10% 20% 30% 40% 50% 60% 70%

Time for work

Time for my favourite activities

Time with friends

Philippines Global Generation Z Millennials Generation X Baby Boomers

Curated and tailored experiences highly valued by Filipino consumers

I like to be distinct from others 18% 40% 31% 9%

I want products and services that

I seek curated experiences that are

It is important for me that other

I like to be distinct from others

You can tell a lot about a person

0% 10% 20% 30% 40% 50% 60% 70% 80%

Generation Z Millennials Generation X Baby Boomers

I like to try new products and services 22% 51% 22% 3%

I like to be actively engaged with brands 14% 32% 44% 8%

I prefer branded goods to non-branded alternatives 12% 30% 43% 12%

Trying new products and services appeals to all generations

I extensively research the products

I only buy from companies or

I like to be actively engaged with

I prefer branded goods to non-

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Generation Z Millennials Generation X Baby Boomers

32% 69% 48%

Connect with friends or family virtually

Work from home

Play video games

Hobbies (e.g. gardening, crafts or knitting)

Entertain friends and family who do not live with me

Take an online/virtual fitness class

0% 10% 20% 30% 40% 50% 60% 70% 80%

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022

A large percentage of baby boomers regularly exercise at home

Connect with friends or family

Play video games

Work from home

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Generation Z Millennials Generation X Baby Boomers

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022

Energy efficiency and clean air is ranked highly by Filipino households

Location with limited air pollution

Proximity to public transport

Availability of garage/indoor parking

Multi-functional space (work-live space)

Built with sustainable materials

Philippines Global Generation Z Millennials Generation X Baby Boomers