Along with their Malaysian and Singaporean counterparts, Filipino consumers have become more conscious of their health and wellness especially after the pandemic.
In an email interview with BusinessMirror, Tetra Pak marketing director for Malaysia, Singapore and the Philippines John Jose said the study titled “Trendipedia 2023” indicated that consumers are more willing to invest in products that align with their health and wellness goals, even if they come at a higher cost.
“We see that natural and organic ingredients have become popular choices for boosting immunity. Consumers are turning to ingredients that provide functional benefits such as increased energy levels, muscle recovery, and improved cognition. Fortified food and drinks, as well as pill-form supplements, have also gained traction among consumers,” Jose said.
Despite the higher price point compared to regular brands, Jose said it is quite possible that the local market will continue to embrace health product options as there are consumers who are willing to spend more when it comes to their health and well-being.
Although fast food brands undeniably have a strong following especially among Filipino millennials and Gen Z, Jose said there is a growing awareness and interest in adopting healthier lifestyles within these generations.
According to Trendipedia 2023, particularly the “In Control” trend where dietary choices empower individuals to regain control in their lives, Jose said 68 percent of consumers believe that pursuing a healthy lifestyle is equivalent to being safe, and many individuals seek to align their dietary choices with their health and life goals.
“In the study, 81 percent of the respondents globally agree that they desire more control over decisions related to their health. This presents an opportunity for healthy brands to gain a larger market share, both globally and locally,” Jose explained.
According to the 2022 Global Hunger Index (GHI), the Philippines was ranked 69th out of the 121 countries with sufficient data to calculate 2022 GHI scores. With a score of 14.8, the Philippines has been classified in the moderate category.
In another interview, Carissa Lim, co-founder and chief executive officer at Worth the Health Foods and Umani Plant-based Meats, is bullish on the local market as more Filipinos are more aware of going vegan.
Umami is a consumer brand of Worth the Health (WTH) Foods. Established in 2020, WTH started to make Filipino favorites during the pandemic such as spring rolls, sisig and meatballs.
“Umani developed alternative proteins that are affordable to the Filipinos such as sausages and ham,” Lim said.
Furthermore, Lim said Umani is also introducing new products such as tapa sushi to attract more local buyers who want to transition to a healthy lifestyle.