MANILA, JUNE 28, 2013 – The proximity of supermarkets to the doorsteps of shoppers has changed the way Filipinos shopped for grocery items. According to the latest Shopper Trends Report released by Nielsen, Filipino shoppers opt to shop with smaller baskets but with more frequency rather than buy in bulk.
On the average, Filipino shoppers replenished their pantries from three times a month to two times a month, while smaller but more frequent shopping trips were done seven times in a month, up from three times in 2011 (Chart 1).
The presence of supermarkets near residential areas is a primary influence in this shopper behavior. Filipino shoppers say that they prefer supermarkets that are easily accessible from their homes via jeepney, tricycle and even by foot (Chart 2).
“The preference to these smaller but frequent shopping trips is brought about by the close proximity of the supermarkets to the homes. We are seeing a move from buying additional essential items from the neighborhood sari-sari store to shopping in the supermarket, which is now also in the neighborhood,” says Stuart Jamieson, managing director of Nielsen Philippines.
“The dramatic increase in the frequency of grocery shopping in supermarkets presents more opportunities for manufacturers and retailers to interact with shoppers,” he points out. “They should implement strategic store promotions and offers to generate more sales.”
The Shopper Trends Report say that while grocery shopping continued to be a planned activity and shoppers came equipped with a shopping list, nine out of 10 shoppers admitted that they end up buying more than what they ought to.
In the report, respondents also revealed that that they increased their monthly spend on food, grocery and personal care by eight percent in 2012.
“The perception of shoppers that prices have stabilized plus factors such as introduction of new products or brands and promotions made sticking to the shopping list a challenge,” observes Jamieson.
In 2012, the proportion of early adopters or those who look out for new brands and products increased from nine percent to 15 percent.
Three out of 10 shoppers are promotions driven, although for brands that they already like.
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