Consumer Lifestyles in the Philippines

Scope
Consumer landscape in the Philippines 2022
Life priorities
Spending time with parents ranked more highly than global average
Finding time for favourite activities not as much of a priority as time for work
Curated and tailored experiences highly valued by Filipino consumers
Gen X value uniquely tailored products/services and want to be distinct from others
Consumers want to know as much as possible about products before they buy
Trying new products and services appeals to all generations
Home life
Filipino households play video games more often at home than their global counterparts
A large percentage of baby boomers regularly exercise at home
Energy efficiency and clean air is ranked highly by Filipino households
Eating habits
Millennials reheat or prepare a ready meal more than other generations do
Low prices and health and nutritional benefits are top food features
Gen Z less likely to have food preferences or restrictions than others
High percentage of households enjoy an afternoon snack at the weekend
Gen Z have less regimented mealtimes than older generations
Working life
Earning a high salary ranks highest in work-related factors for Filipinos
Work-life balance more important for younger generations
Millennials place earning a high salary far ahead of other expectations
Expectations for starting own business much higher than global average
Marked contrast between Gen Z and other generations on working from home in future
Leisure habits
High percentage of Filipinos regularly socialise online in their leisure time
Going out for the day is a popular leisure activity
Older generations enjoy leisure shopping far more than Gen Z do
High percentage of consumers regularly take domestic leisure trips
Filipinos prefer holidays where they can relax over shopping and culture
Relaxation is also a priority for Gen Z and millennial travellers
Health and wellness
Most consumers take health supplements and vitamins every day
Higher percentage of Filipinos run or jog 1-2 times a week than walk/hike
Gen Z have low levels of exercise routines compared to other generations
Higher percentage of Filipinos rely on massage compared to the global average
Millennials more readily use herbal remedies for stress
Sustainable living
Over 75% of consumers try to have a positive impact on the planet
All generations concerned about climate change and try to have a positive impact
Reducing use of plastics and recycling much higher than global average
Using sustainable packaging is a key green behaviour
Shopping habits
Half of respondents say they are buying less to afford better quality
Baby boomers feel more strongly about buying locally-produced products
Consumers far more likely to rely on friends/family than global average
Baby boomers view independent reviews as important as friends/family recommendations
Consumers less motivated to shop in-store for new products and advice
Older generations like to shop in-store if they have an accessible location
Free shipping and convenience key motivators to shop online
Baby boomers shop online to find products not available locally
Spending habits
Consumers expect to spend more on health and wellness than any other category
Saving money is front of mind for 70% of consumers
Technology
Consumers actively manage their privacy and data sharing online
All generations are concerned about their online privacy and manage their settings
Filipinos have lower uptake of gaming consoles than the global average
Gen Z have low ownership of smartwatches and fitness wearables
Filipinos spend more time visiting/updating social networks than average
Nearly half of Gen Z/millennials take part in online video gaming every week