Philippine consumer foodservice records a more robust performance in 2012
The more vibrant economic performance experienced by the Philippines in 2012 pushed the performance of the Philippine consumer foodservice industry. As income levels especially in the urban areas improve, Filipinos are spending more on eating out. Consumers are also keen on trying out new players’ offerings, and looking for better ways to experience their favourite food. Chained players try to capture more price-sensitive consumers through more affordable offerings.
Chained players expand their outlet networks
There has been an improved optimism among the players in the Philippine consumer foodservice industry, which has encouraged the expansion of outlet networks. It should be noted that more shopping centres and smaller supermarkets have opened in key cities in provincial areas, which have served as high-potential locations for consumer foodservice players. Chained players have been quick to take advantage of these developments by opening and operating new stores in these locations. The improvement in local tourism has also paved the way for chained players’ openings in famous tourist spots.
Jollibee Foods Corp maintains market leadership
Despite the steeper competition in the local market, Filipino-owned Jollibee Foods Corp led the Philippine consumer foodservice industry in 2012. The business organisation continues to strengthen its foothold by launching new product lines, improving its stores’ ambiance, investing in aggressive advertising, and opening more stores. The company’s parent company accounts for a huge proportion of sales in fast food through its portfolio of category leaders including Jollibee, Chowking, Mang Inasal, Greenwich, and 2011-acquired Burger King. Jollibee Foods Corp is followed by Golden Arches Dev Corp (McDonald’s and McCafé) and Ramcar Inc (KFC and Mister Donut).
Fast food outpaces all categories in 2012
Fast food, which accounted for 30% of value sales in Philippine consumer foodservice in 2012, reports the most robust growth among all the categories in the local consumer foodservice industry. This category brought in double-digit growth in consumer foodservice value sales as players continue to beef up their product lines with more affordable food choices to cater to middle-income consumers. The availability of a wider range of more exciting alternatives and value-for-money offerings has significantly helped in boosting transactions and sales. Customers continue to develop affinity for the brands because of the aggressive marketing campaigns featuring their favourite local celebrities.
Consumer foodservice will remain vibrant in the medium term
The Philippine consumer foodservice industry is expected to be vibrant in the next five years. Eating out will continue to become an important bonding activity among peers and families. With the level of employment going up and local consumer lifestyle becoming more fast-paced, more middle-income households will be seen buying their meals from consumer foodservice categories such as 100% home delivery/takeaway and street stalls/kiosks. Chained industry players are expected to open up more outlets in the provincial areas but Metro Manila will continue to the account for the majority of consumer foodservice sales.
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The Consumer Foodservice by Location in Philippines market research report includes:
- Analysis of key supply-side and demand trends
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
- What is the market size of Consumer Foodservice by Location in Philippines?
- What are the major brands in Philippines?
- How are economic or demographic factors impacting the foodservice industry in #Country»?
- How are multinational and local operators expanding in #Country»?
- How have consumer lifestyle trends and eating habits influenced foodservice in #Country»?
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This industry report originates from Passport, our Consumer Foodservice market research database.