Megatrends in the Philippines

September 2022

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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This report comes in PPT.


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
EROC Philippines targets millennials with affordable smart air fryer
Urban Filipinos are ahead of their global counterparts in many areas of tech
More than two thirds of consumers manage their data settings
Gen X are the most willing to share data in exchange for targeted offers
Friends and family remain the most trusted sources of information
A return to face-to-face activities is expected post-pandemic
Experience more
Unilever Philippines introduces U-COINville, the country’s first corporate metaverse
Real world experiences are still the most valued
Online socialising is now more common than face-to-face
Travellers prioritise safety and relaxation
Post-pandemic, consumers are keen to resume face-to-face activities
Middle class reset
BNPL start-up BillEase enables middle-class consumers to spread their bill payments
More than half of Filipinos prefer a minimalist lifestyle
Repurposing is on the rise
Gen Z most likely to seek ways to make cost savings
Coffee Project partners with Hershey to offer indulgent espresso-based drinks
Filipinos yearn for a simpler life
Consumers are confident about their investments
Shoppers prioritise quality when buying food, home care and clothing
Shifting market frontiers
IKEA launches its largest ever store in the Philippines
Filipinos have a keen interest in foreign cultures and products
Baby boomers are the most focused on supporting local businesses
Shopping reinvented
AllDay Supermarket reduces need for contact with the country’s first smart carts
Shoppers engage with companies via social media
Gen X are most likely to share purchases on social media
Sustainable living
Apo Island is the country’s first island to achieve zero waste status
Filipinos score highly regarding environmental concerns
Reducing plastics and recycling are the leading environmental issues
Nestlé targets foodservice industry with Harvest Gourmet meat-free line
More than three quarters of Filipinos now take health supplements
Massage remains the most popular way to de-stress
Consumers are highly cautious about health and safety post-pandemic

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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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