While coffee and tea were not affected by the sugar tax implemented in 2018, the tax (six pesos per litre) was levied on malt-based hot drinks, the largest category within other hot drinks, despite its high milk content. The tax accounted for that category’s retail value growth.
With consumers’ lifestyles increasingly hectic and as they become more aware of the health benefits of different products, players respond by emphasising the convenience and health propositions of their products. Players such as Nestlé Philippines Inc and Mayora Indah Tbk began to position their brands such as Bear Brand Busog Lusog and Energen as nutritious cereal drinks that are perfect for breakfast.
Despite Nestlé Philippines Inc’s decline in terms of retail volume, the company maintained its leadership as it remained the top player in the largest category of other hot drinks, thanks to Milo in malt-based hot drinks. Milo continued to enjoy strong brand equity, but was negatively affected by the sugar tax implemented in 2018.
Various players launched new product innovations, providing greater product variety for consumers. For instance, AB Food & Beverages Philippines Inc launched Ovaltine Rich Chocolate, a chocolate-based powder drink available in modern retailers.
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This industry report originates from Passport, our Hot Drinks market research database.