April 15, 2015

Fast-moving consumer goods (FMCG) sales in convenience stores are rising rapidly, registering almost twice the growth this year. A study conducted by Kantar Worldpanel, the world leader in consumer knowledge and insights based on consumer panels, shows a 45% increase in convenience store purchases from January 2014 to January 2015.

In the said study, Kantar Worldpanel tracked the shopping behaviour of 3,000 Filipino homes in urban and rural areas across the country. Findings show that from 16.1% in 2014, 18.5% Filipino homes are now buying in convenience stores. This retail channel typically has one to two check-out counters and is operational 24 hours a day like 7-Eleven, Mini Stop and Family Mart. This increase in number of customers translates to an additional 566,991 families buying goods from convenience stores.

Kantar Worldpanel also notes that at 45%, the convenience store channel is the fastest growing retail channel in the Philippines, followed by direct sales (31%) and drug store (11%).

Moreover, the bulk of convenience store FMCG sales is still attributed to food (59.3%), followed by beverages (23.8%), and personal care products (13.5%). While Filipinos spend the most amount of money for food purchases, the personal care category experienced the biggest growth at 2.2% compared to last year’s figures.

% Value Share of Sectors to Total Convenience Stores

January 2014 January 2015












Based on value sales or absolute peso sales recorded by Kantar Worldpanel, 8 out of the top 10 selling FMCG categories in convenience stores are food.  The study further shows that Filipinos’ Top 4 food purchases remain the same with Ice Cream, Total Milk, Snacks, and Alcoholic Beverages leading in this category. While new items have emerged in the list such as diapers, water, and fabric cleaners, respondents in this year’s study dropped coffee and hair care products from their shopping basket.

Top 10 FMCG Categories

Based on Value Sales (Absolute Peso)

January 2014

January 2015


Ice Cream Ice Cream


Total Milk Total Milk


Snacks Snacks


Alcoholic Beverages Alcoholic Beverages


Biscuits Diaper


Softdrink Biscuits


Total Coffee Softdrink


Total Juice Water


Hair Care Fabric Cleaning


Sports/ Energy Drink Total Juice

Kantar Worldpanel notes that majority of convenience store buyers are from the NCR, South Luzon, and Mindanao, and they hail from Class ABC and E urban households that are typically comprised of older homes with residents aged 13 and above. Among all the regions, NCR has the most buyers, with 34% of homes purchasing goods from convenience stores. However, the biggest spenders are found to be living in Mindanao, with buyers in this area shopping in convenience stores nine (9) times a year compared to NCR residents who purchase from convenience stores only 5 times a year.

“Based on our latest research, we at Kantar Worldpanel anticipate this trend in the convenience store segment to persist in the advent of fast-paced and more demanding lifestyles of consumers.” Lourdes Deocareza, New Business Development Head for Kantar Worldpanel, said.



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