Industry Analysis This market report provides market trend and market growth analysis of the Biscuits industry
in Philippines. With this market report, you’ll be able to explore in detail the changing shape and potential of the industry. The Biscuits in Philippines market research report includes:
Analysis of key supply-side and demand trends Detailed segmentation of local products Historic volumes and values, company and brand market shares
Our market research reports answer questions such as: What is the market size of Biscuits in Philippines? What are the major brands in Philippines? How are biscuits manufacturers balancing consumer demand for both healthy and I indulgent product
Trends The government’s Sangkap Pinoy (Philippine ingredients) campaign continued to push manufacturers to fortify their biscuits in order to battle the malnutrition problem among children in the country. The on-going health and wellness trend further highlighted food fortification as seen in new product developments such as Tiger Energy biscuits and Sky Flakes Fit savoury crackers that were launched between mid2009 and 2010.
Competitive Landscape Monde Nissin Corp remained the leading player in biscuits, accounting for a 33% value share in 2009. The company continued to improve its performance due to its strong reputation in savoury biscuits and crackers, filled biscuits, plain biscuits and sandwich biscuits, where its brands are either the leader or in second place. It also benefited from aggressive marketing support, extensive distribution and affordable pricing.
Prospects An influx of fortified biscuits is expected between 2011 and 2015 due to the government’s aim to minimise the malnutrition problem, particularly among children from low-income households. It is also anticipated that the health and wellness trend will continue over the forecast period, therefore demand for healthier products among middle- and upper-income groups is expected to rise.
Prospects Foodservice suppliers are expected to offer more ready-to-use meal solutions to provide convenience and simplify the operations of foodservice establishments. mid. where its Jack ‘n’ Jill products remained market leaders. The success of the company can be attributed to its well-diversified product range. This is anticipated to be beneficial for fast food chains. Impulse and indulgence products benefited from the situation as consumers had more financial stability and were more willing to purchase treats. and strong alliances with various foodservice establishments. Filipinos remained price sensitive due to their limited disposable incomes and preferred brands that offered better value for their money. with no special occasion in mind.
. the extensive distribution and affordable pricing of its products enabled consumers to regularly purchase their brands despite the economic slowdown. sugar-free options are also foreseen to be part of the product offerings of suppliers over the forecast period due to the growing number of healthconscious Filipinos. remained the most prominent player in 2009. Nevertheless. as well as its strong performance in confectionery and sweet and savoury snacks. team of food experts. Furthermore.
Trends Economic recovery boosted consumer confidence in 2010. including fast food chains. due to better financial security. Healthier alternatives such as low-fat. extensive distribution network with satellite offices in key cities.and low-range full-service restaurants and 100% home delivery/takeaway outlets.Sales of foodservice suppliers were rejuvenated in 2010 as the Philippines recovered from the global recession. less sodium.
Competitive Landscape Universal Robina Corp remained the leading company in 2009. The economic recovery therefore increased the demand for foodservice products in 2010.Great Food Solutions Inc. Mid-range and fine dining restaurants as well as high-end cafés and bars benefited from the improvement of the economy as they were severely affected during the downturn in 2008 and 2009. the foodservice arm of San Miguel Pure Foods Co Inc. This was mainly due to its well-diversified portfolio of impulse and indulgence products. Filipinos started to dine out on a more frequent basis. fullservice restaurants and low-end eateries. accounting for almost 19% of retail value sales.
Competitive Landscape San Miguel Pure Foods .
Bear Brand. The availability of more lower-priced brands and the aggressive expansion
. the rising cost of living in urban and rural areas is expected to hinder growth as most consumers have limited disposable incomes and need to prioritise their spending by purchasing more essential products. Busier lifestyles. Nevertheless.
Prospects Commoditisation in nutrition/staples is anticipated to continue over the forecast period.
Competitive Landscape Nestlé Philippines Inc maintained leadership in nutrition/staples with a value share of 17% in 2009.Despite the expected recovery of the Philippine economy.and third-tier cities such as Cagayan De Oro. where its heritage brands such as Nestlé. therefore.
Trends Most consumers continued to view nutrition/staples as homogeneous products in 2010. Nido and Milo accounted for a combined value share of 61% in 2009. thus putting less importance to the brand name as quality is perceived to be similar for all brands. manufacturers tried to differentiate their products by adding extra nutritional benefits such as vitamins and minerals. Price. among others as they shift to healthier lifestyles. Nevertheless. high-fibre. unusual work hours and better disposable incomes resulted in higher consumption of these products. played a significant role as most Filipinos remained price conscious despite the economic recovery due to their limited disposable incomes and increasing cost of living in the Philippines. both volume and constant value sales are anticipated to improve at a slow pace over the forecast period since consumers will continue to view impulse and indulgence products as nonessential food items.
Trends In 2010. This is expected to result in high levels of price competition where companies are expected to offer promotions such as providing additional volume and price cuts. which are usually not at the top of most Filipinos’ grocery lists. a significant number of Filipinos are anticipated to have a different perception of nutrition/staples as they give value to the additional benefits such as fortification. This was mainly due to its dominance in drinking milk products. low-fat content. Davao and Iloilo. Furthermore. demand for meal solutions improved in the Visayas and Mindanao regions due to the boom in business process outsourcing (BPO) offices in second. The company was also able to retain its strong lead because it had an extensive distribution network and its nutrition/staples brands were heavily supported with strong marketing and advertising campaigns all year round.
Its leadership can also be attributed to its extensive distribution network. Competitive Landscape San Miguel Pure Foods Co Inc remained the leader in meal solutions.
Prospects With more dual-income households and longer work hours.of supermarkets/hypermarkets in untapped provincial areas also assisted in the improvement of household penetration in 2010. a dominant player in ready meals. making meal solutions accessible to a greater number of Filipinos. and a minor participant in canned/preserved food and sauces. there is less time to prepare home-cooked meals from scratch.
. which ensures nationwide presence in both traditional and modern retail channels. dressings and condiments. coupled with its ability to constantly introduce new products based on the changing needs of consumers. accounting for 23% of value sales in 2009. frozen processed food and chilled processed food. The company’s success is due to its well-diversified portfolio. The expansion of supermarket/hypermarket chains in provincial areas is also expected to support growth due to better availability. Demand for meal solutions is expected to increase over the forecast period as consumers lead more fast-paced lifestyles thereby appreciating the convenience these products offer.