Megatrends in the Philippines

September 2021

This Megatrends report highlights long-term trends resulting from shifts in consumer values and behaviour. It provides a summary of each of Euromonitor International’s eight focus Megatrends and insights as to how each trend has manifested in the Philippines

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Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries. 

The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.

The Consumer Lifestyle in Philippines report includes:

Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented

The Consumer Lifestyle in Philippines report answers:

  • How is the consumer mindset in Philippines changing? In Philippines, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in Philippines purchase decisions?
  • Where and how do consumers shop in Philippines?
  • What health-related activities do consumers in Philippines participate in?
  • What megatrends should I focus on in Philippines (and why)?
  • How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
  • My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
The drivers shaping consumer behaviour
Megatrends framework
Businesses harness Megatrends to renovate, innovate and disrupt
Digital Living
CHiQ launches range of smart fridges and TVs amidst the pandemic
Filipinos rely on mobile apps for a variety of activities
Millennials is the most connected cohort
More than two thirds of consumers manage their data settings
Millennials and Gen X are the most willing to share data for offers
Friends and family remain the most trusted sources of information
Bounce back to face-to-face activities expected post-pandemic
Experience More
Doritos attracts young consumers through gamification
Real world experiences are still the most appreciated
Millennials are the most willing to spend money on experiences
Online socialising more common than face-to-face amidst pandemic
Travellers look for safety and relaxation above all
Gen X are the keenest to resume face-to-face activities
Middle Class Reset
Digital-only banking app facilitates shopping for the unbanked
More than half of Filipinos prefer a minimalist lifestyle
Baby Boomers are the biggest bargain hunters
Repurposing is popular among Filipino consumers
Gen Z most likely to seek ways to make cost savings
Iams taps into the pet humanisation trend with premium dog food range
Filipinos enjoy high-quality things, but yearn for a simpler life
Gen X are the most likely to seek tailored experiences
Consumers are confident about their investments
Novelty and quality trump value for money in groceries and clothing
Shifting Market Frontiers
Etaily helps local retailers expand their digital offerings
Filipinos have a keen interest in foreign cultures and products
More than two-fifths of Gen Z expect to work abroad
Gen X are the most focused on supporting local businesses
Shopping Reinvented
Puregold Price Club pioneers ‘shoppertainment’ in the Philippines
Filipino shoppers enjoy engaging with companies via social media
Gen X most likely to provide brand feedback via social media
Sustainable Living
WTH Foods provides sustainable, ready-to-eat food options
Giving back to those in need is a top priority for Filipinos
Reducing plastics use and recycling are leading environmental issues
Philippines to develop rice with anti-cancer properties
Almost three quarters of Filipinos take health supplements regularly
Gen X pays the closest attention to nutrition
Massage is the most popular way to de-stress
Millennials are the biggest users of fitness apps
Consumers remain highly cautious about health and safety
Leverage the power of Megatrends to shape your strategy today

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Gain a thorough knowledge of shifting consumer attitudes and habits and fill in information gaps to inform product/service development, market positioning and channel strategy.


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