Even as nearly all Filipinos consider health as being wealth, only seven in 10 Filipinos actually buy healthy grocery items, highlighting availability of these products remains a challenge.
About 97 percent of respondents of a survey conducted by marketing data company Kantar recognize the value of buying healthy grocery items. Health of their families and personal peace of mind are the top reasons why Filipino shoppers choose to purchase healthy grocery items.
“Nearly all Filipinos believe in the importance of focusing on one’s health and appreciate the value in choosing healthy grocery items for themselves and their families. Their motivations and how these influence their shopping habits though differ depending on their location, as availability of these products becomes a challenge,” said Marie-Anne Lezoraine, managing director, Worldpanel Division of Kantar Philippines.
The survey showed the National Capital Region purchase healthy food options more frequently (84 percent) compared to those located in Mindanao (55 percent).
The survey results also reveal socioeconomic stature of Filipinos does not seem to make a big impact on their consistency in purchasing healthy grocery items with 77 percent of the upper class (ABC) buying often, followed closely by class D (70 percent) and class E (75 percent).
“Filipino shoppers have expressed their desire to choose healthy and to buy healthy.
Knowing why health is important and how shoppers define healthy grocery items will help brands develop or expand product lines to cater to these motivations and shopping practices, especially with the coming New Year when Filipinos plan their resolutions to live a healthier lifestyle,” added Lezoraine.
The study gathered responses from almost 1,200 from February to April 2023.
