Healthier food options gaining ground -- survey

Posted on February 24, 2017

CONSUMERS are shifting toward healthier food and beverage choices, increasing the sales of food variants with more nutritional value in 2016, according to a survey conducted by Kantar World Panel.

Attendants advertise healthy bread sticks at the Food Expo at the World Trade Center in Pasay City in this photo taken in 2011. -- BW FILE PHOTO
Kantar monitored the shopping behavior of 3,000 Filipinos and found increased consumption of cereal, canned meat with reduced sodium and yoghurt.

One in eight homes now buys cereal, up 19% from 2015 and contributing to the 11% rise in sales by value. A total of 28% of those surveyed purchased yoghurt, up 12%. Luncheon meat variants with less sodium were purchased by 1.1 million households last year, up 27%.

More Filipinos engaging in fitness activity and sports also generated a 16% rise in sales of energy drinks, with overall spending growing by P18. Ready-to-drink juice brands that promote cholesterol management also encouraged buyers to spend more, to P320 from P288 in 2015.

Kantar attributed the increase in sales of healthy products to the fitness trend, which companies can maximize by offering products that promise to help consumers meet their health goals.

“Our findings indicate a change in the lifestyle of Filipinos towards health and wellness, which is a key insight that brands can leverage and focus marketing efforts on when introducing their food and beverage products,” Lourdes Deocareza, Kantar Worldpanel New Business Development Head said in a statement. -- Arra B. Francia