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Retail in the Philippines

March 2023
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USD 2,450
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Overview:

Understand the latest market trends and future growth opportunities for the Retailing industry in Philippines with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Convenience Stores
  • Discounters
  • Hypermarkets
  • Supermarkets
  • Traditional Grocery Retailers
  • Apparel and Footwear Specialist Retailers
  • Electronics and Appliance Specialist Retailers
  • Health and Beauty Specialist Retailers
  • Home and Garden Specialist Retailers
  • Department Stores
  • Variety Stores
  • Warehouse Clubs
  • Direct Selling
  • Homeshopping
  • Vending

If you're in the Retailing industry in Philippines, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Retailing in Philippines report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Retailing in Philippines?
  • Which are the leading retailers in Retailing in Philippines?
  • How are products distributed in Retailing in Philippines?
  • How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
  • How significant are discounters and private label in Philippines?
  • How has the impact of COVID-19 and national lockdown impacted consumer demand?
  • Which formats have benefited the most from stockpiling and enforced home seclusion?
  • How will the wider economic impact of COVID-19 shape the retail landscape in the future?
  • Where is future growth expected to be most dynamic?
Download Table of Contents

Retail in the Philippines

Retail in 2022: The big picture
E-commerce continues gaining share
Buy now, pay later making a deeper mark
What’s next for retail?
Informal retail
Opening hours for physical retail
Summary 1 Standard Opening Hours by Channel Type 2022
Seasonality
Christmas Shopping
Back to School
Table 1 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2017-2022
Table 2 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2017-2022
Table 3 Sales in Retail Offline by Channel: Value 2017-2022
Table 4 Sales in Retail Offline by Channel: % Value Growth 2017-2022
Table 5 Retail Offline Outlets by Channel: Units 2017-2022
Table 6 Retail Offline Outlets by Channel: % Unit Growth 2017-2022
Table 7 Sales in Retail E-Commerce by Product: Value 2017-2022
Table 8 Sales in Retail E-Commerce by Product: % Value Growth 2017-2022
Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 11 Sales in Grocery Retailers by Channel: Value 2017-2022
Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2017-2022
Table 13 Grocery Retailers Outlets by Channel: Units 2017-2022
Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022
Table 15 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 16 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 17 Sales in Non-Grocery Retailers by Channel: Value 2017-2022
Table 18 Sales in Non-Grocery Retailers by Channel: % Value Growth 2017-2022
Table 19 Non-Grocery Retailers Outlets by Channel: Units 2017-2022
Table 20 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022
Table 21 Retail GBO Company Shares: % Value 2018-2022
Table 22 Retail GBN Brand Shares: % Value 2019-2022
Table 23 Retail Offline GBO Company Shares: % Value 2018-2022
Table 24 Retail Offline GBN Brand Shares: % Value 2019-2022
Table 25 Retail Offline LBN Brand Shares: Outlets 2019-2022
Table 26 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 27 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 28 Grocery Retailers GBO Company Shares: % Value 2018-2022
Table 29 Grocery Retailers GBN Brand Shares: % Value 2019-2022
Table 30 Grocery Retailers LBN Brand Shares: Outlets 2019-2022
Table 31 Non-Grocery Retailers GBO Company Shares: % Value 2018-2022
Table 32 Non-Grocery Retailers GBN Brand Shares: % Value 2019-2022
Table 33 Non-Grocery Retailers LBN Brand Shares: Outlets 2019-2022
Table 34 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2022-2027
Table 35 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2022-2027
Table 36 Forecast Sales in Retail Offline by Channel: Value 2022-2027
Table 37 Forecast Sales in Retail Offline by Channel: % Value Growth 2022-2027
Table 38 Forecast Retail Offline Outlets by Channel: Units 2022-2027
Table 39 Forecast Retail Offline Outlets by Channel: % Unit Growth 2022-2027
Table 40 Forecast Sales in Retail E-Commerce by Product: Value 2022-2027
Table 41 Forecast Sales in Retail E-Commerce by Product: % Value Growth 2022-2027
Table 42 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 43 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 44 Forecast Sales in Grocery Retailers by Channel: Value 2022-2027
Table 45 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2022-2027
Table 46 Forecast Grocery Retailers Outlets by Channel: Units 2022-2027
Table 47 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2022-2027
Table 48 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 49 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 50 Forecast Sales in Non-Grocery Retailers by Channel: Value 2022-2027
Table 51 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2022-2027
Table 52 Forecast Non-Grocery Retailers Outlets by Channel: Units 2022-2027
Table 53 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2022-2027

DISCLAIMER

Summary 2 Research Sources

Convenience Retailers in the Philippines

KEY DATA FINDINGS

Rapid expansion of leading players helping to drive overall channel sales
Cross-brand promotions with manufacturers bolster demand
Leading player Philippine Seven Corp accelerates financial inclusion and e-commerce expansion
Aggressive expansion likely to continue
Omnichannel strategy will be more pronounced
Assortment of items sold will sustain growth
Table 54 Convenience Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 55 Convenience Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 56 Sales in Convenience Retailers by Channel: Value 2017-2022
Table 57 Sales in Convenience Retailers by Channel: % Value Growth 2017-2022
Table 58 Convenience Retailers GBO Company Shares: % Value 2018-2022
Table 59 Convenience Retailers GBN Brand Shares: % Value 2019-2022
Table 60 Convenience Retailers LBN Brand Shares: Outlets 2019-2022
Table 61 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 62 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 63 Forecast Sales in Convenience Retailers by Channel: Value 2022-2027
Table 64 Forecast Sales in Convenience Retailers by Channel: % Value Growth 2022-2027

Supermarkets in the Philippines

KEY DATA FINDINGS

Strong growth at supermarkets amidst inflationary pressures
SM Retail remains the leading player in supermarkets
E-commerce becoming more important in the supermarket channel
Positive forecast period performance expected for supermarkets
E-commerce will become the norm
Partnership with suppliers will continue to be key
Table 65 Supermarkets: Value Sales, Outlets and Selling Space 2017-2022
Table 66 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 67 Supermarkets GBO Company Shares: % Value 2018-2022
Table 68 Supermarkets GBN Brand Shares: % Value 2019-2022
Table 69 Supermarkets LBN Brand Shares: Outlets 2019-2022
Table 70 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 71 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027

Hypermarkets in the Philippines

KEY DATA FINDINGS

Favourable retail activity benefits the hypermarkets channel
Higher disposable incomes encourage the purchasing of big-ticket items
Hypermarkets expanding their e-commerce operations
E-commerce will become more important for hypermarket players
Slower growth anticipated due to competition with other grocery retailers
Ongoing collaboration with sari-sari stores anticipated
Table 72 Hypermarkets: Value Sales, Outlets and Selling Space 2017-2022
Table 73 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 74 Hypermarkets GBO Company Shares: % Value 2018-2022
Table 75 Hypermarkets GBN Brand Shares: % Value 2019-2022
Table 76 Hypermarkets LBN Brand Shares: Outlets 2019-2022
Table 77 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 78 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027

Discounters in the Philippines

KEY DATA FINDINGS

Puregold remains the only player in the discounters channel in 2022
Residential areas demand more goods
Growth expected as expansion continues
More players could enter the discounters channel
Table 79 Discounters: Value Sales, Outlets and Selling Space 2017-2022
Table 80 Discounters: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 81 Discounters GBO Company Shares: % Value 2018-2022
Table 82 Discounters GBN Brand Shares: % Value 2019-2022
Table 83 Discounters LBN Brand Shares: Outlets 2019-2022
Table 84 Discounters Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 85 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027

Small Local Grocers in the Philippines

KEY DATA FINDINGS

Small local grocers remains the leading retail channel in the Philippines
Increasing digitalisation of sari-sari stores
Small local grocers will benefit from economic growth
Financial inclusion of sari-sari store owners will help fuel growth
Traditional retailers will maintain a significant presence in smaller, rural communities
Table 86 Small Local Grocers: Value Sales, Outlets and Selling Space 2017-2022
Table 87 Small Local Grocers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 88 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 89 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027

General Merchandise Stores in the Philippines

KEY DATA FINDINGS

Recovery at general merchandise stores starts in 2022 as mobility increases among consumers
SM Retail leads general merchandise stores
E-commerce helping to drive growth in the general merchandise stores channel
Economic growth will boost sales in the general merchandise stores channel
Players expected to continue developing their omnichannel strategies
Buy now, pay later will become more widely available
Table 90 General Merchandise Stores: Value Sales, Outlets and Selling Space 2017-2022
Table 91 General Merchandise Stores: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 92 Sales in General Merchandise Stores by Channel: Value 2017-2022
Table 93 Sales in General Merchandise Stores by Channel: % Value Growth 2017-2022
Table 94 General Merchandise Stores GBO Company Shares: % Value 2018-2022
Table 95 General Merchandise Stores GBN Brand Shares: % Value 2019-2022
Table 96 General Merchandise Stores LBN Brand Shares: Outlets 2019-2022
Table 97 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 98 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 99 Forecast Sales in General Merchandise Stores by Channel: Value 2022-2027
Table 100 Forecast Sales in General Merchandise Stores by Channel: % Value Growth 2022-2027

Apparel and Footwear Specialists in the Philippines

KEY DATA FINDINGS

Strong recovery for apparel and footwear specialists in 2022, but sales still well below 2019 levels
Buy now, pay later boosting demand for apparel and footwear
Use of e-commerce helps minimise pressure on physical expansion
Economic recovery will drive demand in apparel and footwear specialists
Financial inclusion will generate stronger demand
E-commerce expected to play an increasing role at apparel and footwear specialists
Table 101 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 102 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 103 Apparel and Footwear Specialists GBO Company Shares: % Value 2018-2022
Table 104 Apparel and Footwear Specialists GBN Brand Shares: % Value 2019-2022
Table 105 Apparel and Footwear Specialists LBN Brand Shares: Outlets 2019-2022
Table 106 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 107 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027

Appliances and Electronics Specialists in the Philippines

KEY DATA FINDINGS

Improving economy encourages greater spending on non-food items
Buy now, pay later becoming more prominent
E-commerce expanding across the appliances and electronics specialists channel
Economic recovery will help drive demand in the appliances and electronics specialists channel
E-commerce will continue to thrive at appliances and electronics specialists
Partnerships with finance companies will become increasingly important
Table 108 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 109 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 110 Appliances and Electronics Specialists GBO Company Shares: % Value 2018-2022
Table 111 Appliances and Electronics Specialists GBN Brand Shares: % Value 2019-2022
Table 112 Appliances and Electronics Specialists LBN Brand Shares: Outlets 2019-2022
Table 113 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 114 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027

Home Products Specialists in the Philippines

KEY DATA FINDINGS

Economic recovery drives growth at home products specialists
Wilcon Depot continues growing in 2022
Filipino consumers increase their spending on pets
Economic recovery will bolster demand
Favourable buy now, pay later schemes will increase
Digitalisation likely to become more pronounced
Table 115 Home Products Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 116 Home Products Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 117 Sales in Home Products Specialists by Channel: Value 2017-2022
Table 118 Sales in Home Products Specialists by Channel: % Value Growth 2017-2022
Table 119 Home Products Specialists GBO Company Shares: % Value 2018-2022
Table 120 Home Products Specialists GBN Brand Shares: % Value 2019-2022
Table 121 Home Products Specialists LBN Brand Shares: Outlets 2019-2022
Table 122 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 123 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 124 Forecast Sales in Home Products Specialists by Channel: Value 2022-2027
Table 125 Forecast Sales in Home Products Specialists by Channel: % Value Growth 2022-2027

Health and Beauty Specialists in the Philippines

KEY DATA FINDINGS

Health and wellness concerns generate demand
Mercury Drug continues to be a strong channel leader
E-commerce continues to gain traction in health and beauty specialists
Health and wellness concerns will continue to shape growth
Omnichannel approach will become increasingly important
Greater consolidation is anticipated
Table 126 Health and Beauty Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 127 Health and Beauty Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 128 Sales in Health and Beauty Specialists by Channel: Value 2017-2022
Table 129 Sales in Health and Beauty Specialists by Channel: % Value Growth 2017-2022
Table 130 Health and Beauty Specialists GBO Company Shares: % Value 2018-2022
Table 131 Health and Beauty Specialists GBN Brand Shares: % Value 2019-2022
Table 132 Health and Beauty Specialists LBN Brand Shares: Outlets 2019-2022
Table 133 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 134 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 135 Forecast Sales in Health and Beauty Specialists by Channel: Value 2022-2027
Table 136 Forecast Sales in Health and Beauty Specialists by Channel: % Value Growth 2022-2027

Vending in the Philippines

KEY DATA FINDINGS

Greater vibrancy seen in vending
Coffee vending seeing expansion
Economic recovery will drive demand over the forecast period
Cashless payment will help drive growth
Table 137 Vending by Product: Value 2017-2022
Table 138 Vending by Product: % Value Growth 2017-2022
Table 139 Vending Forecasts by Product: Value 2022-2027
Table 140 Vending Forecasts by Product: % Value Growth 2022-2027

Direct Selling in the Philippines

KEY DATA FINDINGS

Decline in direct selling continues in the face of competition from e-commerce
Leading player Avon pushing its sustainability credentials
Success of companies in the pandemic dependent on product offerings, with health products doing better than beauty
Slow growth expected over the forecast period
Direct selling leaders will increasingly utilise e-commerce
Recovery expected despite continuation of unauthorised selling problems
Table 141 Direct Selling by Product: Value 2017-2022
Table 142 Direct Selling by Product: % Value Growth 2017-2022
Table 143 Direct Selling GBO Company Shares: % Value 2018-2022
Table 144 Direct Selling GBN Brand Shares: % Value 2019-2022
Table 145 Direct Selling Forecasts by Product: Value 2022-2027
Table 146 Direct Selling Forecasts by Product: % Value Growth 2022-2027

Retail E-Commerce in the Philippines

KEY DATA FINDINGS

Robust marketplaces bolster e-commerce sales
Buy now, pay later thriving in retail e-commerce
Digitalisation improving the shopper experience
Retailers’ omnichannel strategies will help support e-commerce growth in the coming years
Financial inclusion will drive e-commerce growth
Fragmentation of e-commerce is likely
Table 147 Retail E-Commerce by Channel: Value 2017-2022
Table 148 Retail E-Commerce by Channel: % Value Growth 2017-2022
Table 149 Retail E-Commerce by Product: Value 2017-2022
Table 150 Retail E-Commerce by Product: % Value Growth 2017-2022
Table 151 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 152 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 153 Forecast Retail E-Commerce by Channel: Value 2022-2027
Table 154 Forecast Retail E-Commerce by Channel: % Value Growth 2022-2027
Table 155 Forecast Retail E-Commerce by Product: Value 2022-2027
Table 156 Forecast Retail E-Commerce by Product: % Value Growth 2022-2027
The following categories and subcategories are included:

Retailing

      • Fashion Vending
      • Health and Beauty Vending
      • Appliances and Electronics Vending
        • Alcoholic Drinks Vending
        • Hot Drinks Vending
        • Soft Drinks Vending
        • Tobacco Products Vending
      • Foods Vending
      • Home Products Vending
      • Other Products Vending
        • Apparel and Footwear Direct Selling
        • Personal Accessories Direct Selling
        • Eyewear Direct Selling
        • Beauty and Personal Care Direct Selling
        • Consumer Health Direct Selling
        • Tissue and Hygiene Direct Selling
        • Consumer Appliances Direct Selling
        • Consumer Electronics Direct Selling
        • Toys and Games Direct Selling
      • Drinks and Tobacco Direct Selling
      • Foods Direct Selling
        • Home Care Direct Selling
        • Home and Garden Direct Selling
        • Pet Care Direct Selling
      • Other Products Direct Selling
        • Apparel and Footwear E-Commerce
        • Personal Accessories E-Commerce
        • Eyewear E-Commerce
        • Beauty and Personal Care E-Commerce
        • Consumer Health E-Commerce
        • Tissue and Hygiene E-Commerce
        • Consumer Appliances E-Commerce
        • Consumer Electronics E-Commerce
        • Toys and Games E-Commerce
      • Drinks and Tobacco E-Commerce
      • Foods E-Commerce
        • Home Care E-Commerce
        • Home and Garden E-Commerce
        • Pet Care E-Commerce
      • Other Products E-Commerce
        • First-Party (1P) Marketplace E-Commerce
        • Third-Party (3P) Marketplace E-Commerce
      • Grocery E-Commerce
      • General Merchandiser E-Commerce
      • Apparel and Footwear Specialist E-Commerce
      • Appliances and Electronics Specialist E-Commerce
      • Home Products Specialist E-Commerce
      • Health and Beauty Specialist E-Commerce
      • Leisure and Personal Goods Specialist E-Commerce
      • Other E-Commerce Retailers

Retailing

Retail is the sale of new and used goods to consumers from a business for personal or household consumption from retail outlets, kiosks, market stalls, vending, direct selling and e-commerce. Retail is the aggregation of Retail Offline and Retail E-Commerce. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts. Also excludes fuel sales, foodservice sales, rental transactions, and wholesale sales (e.g. Cash and Carry). Sales value excluding or including VAT/Sales Tax. Retail also excludes the informal retail sector. Informal retailing is retail trade which is not declared to the tax authorities. Informal retailing encompasses (a) sales generated by unregistered and unlicensed retailers, i.e. retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer that is not declared to the tax authorities. Unregistered and unlicensed retailers operate predominantly (although not exclusively) as street hawkers or operate open market stalls, as these channels are harder for the authorities to monitor than permanent outlets. Activities in the illegal market, which is usually understood to refer to trade in illegal, counterfeit or stolen merchandise, are included within our definition of informal retailing. Activities in the “grey market”, which is usually understood to refer to trade in legal merchandise that is sold through unauthorized channels – for example cigarettes bought legally in another country, legally imported, but sold at lower prices than in authorized channels – will be included as informal retailing if no tax is paid on sale by the retailer. However if the retailer pays tax – for example on cigarettes bought legally in another country but sold at a lower price than standard – the sale is included within formal retail.

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