MANILA – Kantar Worldpanel reveals that Filipinos’ consumption of in-home snack food are increasing, as data from the global expert in shoppers’ behavior shows a 13% growth in the total snack food category in the Philippines from year ending March 2015 to year ending March 2017. From PHP4,524 in 2015, Filipino households spent PHP4,904 on snack food in 2017. Snack food refers to Biscuits, Snacks, Instant Noodles, Spreads, Ice Cream, Cheese, Pasta, and Soup/Rice Soup.
Kantar Worldpanel, which tracks the in-home shopping behavior of 3,000 homes in urban and rural areas across the country, adds that Filipinos spent 10% more on snack food per trip, with a range of PHP29 to PHP32, while shopping 3x per month on the average during the three-year period.
What are Pinoys’ Favorite Snacks?
Among the favorite snack food in the Filipino shopping basket are biscuits, snacks and instant noodles as they account for the highest share in peso spend compared to the other snack food categories. However, including the rest of the snack food categories such as spreads, ice cream, cheese products, and pasta, collectively, snack food purchases have risen by 13% from 2015 to 2017.
Top Snack food Categories (In-home purchase) | Growth Percentage (One year ending March 2017 vs One year ending March 2015) | Average Amount Spent Per HH in PHP (year ending March 2015) | Average Amount Spent Per HH in PHP (year ending March 2017) |
| 14% | 1,383 | 1,506 |
| 21% | 1,177 | 1,353 |
| 3% | 1,191 | 1,187 |
| 10% | 430 | 433 |
| 24% | 381 | 427 |
The Snacks category which grew by 21% from 2015 to 2017 are the most frequently bought snack food at roughly six times per month with at least PHP17 spent per shopping trip. Snacks are made up of potato chips, corn chips, nuts and sweets. However, Filipinos also turn to biscuits frequently, buying it five times a month, fuelling the category growth of 14% from 2015 to 2017. Ice cream is also an in-home favorite snack food with 1 in 6 homes buying the category and purchasing ice cream about eight times a year.
Who loves snack food most?
Homes in the National Capital Region (NCR) and Visayas purchase snack food more than the average Filipino with its total contribution to sales at 35%. NCR households spend 7% more than an average household on snackfood while Visayas homes spend 5% more. Meanwhile, Filipino shoppers in class ABC homes have a higher tendency to purchase snack food, accounting for 14 percent of total peso sales. Class ABC homes would spend 65 pesos per trip on snack food versus that of a typical household’s 32 pesos.
As expected, homes with children aged 3-12 make up 41 percent of registered total peso sales of snack food in the country. An average home spends PHP4,904 on snack food, while homes with children spend PHP 545 more or a total of PHP 5,449 on snack food.
“Our data shows that snack food are and will continue to be an important part of the grocery list of every Filipino household. Our love for eating presents opportunities for marketers to take advantage of every occasion as possible ‘snacking moments.’ They need to be alert in thinking about attention-grabbing strategies that will put their brands/products in line with these snacking occasions,” Lourdes Deocareza, Kantar Worldpanel New Business Development Head said.
