Urbanization and shrinking households, or even gender roles, are influencing Filipino consumers in purchasing various products and services, according to Nielsen Philippines.
Based on the Nielsen Quest for Convenience Report, these factors along with crowded urban transport, generational needs, and increasing use of technology are the factors that drive consumers need for convenience.
Filipinos are one of the most active seekers of convenience with close to two in five or 38 percent of consumers search products which are convenient to use while 32 percent, those that make their life easier.
“Today, convenience transcends products, services and store channels. Packaging, preparation, storage, portability, disposal, ordering, replenishment and fulfillment, as well as device, payment and application technologies are all key considerations in providing an overall convenience experience,” said John Patrick Cua, managing director of Nielsen in the Philippines.
The data also showed that more than a quarter, or 27 percent, of consumers are looking for products which are suitable for small households and 23 percent, prefer those that are tailored to a specific need.
With this, Nielsen said there is growing demand for fast-paced and convenient dining, shopping, and technology-assisted solutions. In the Philippines, time-saving food options are most in demand.
For food and/or dining needs, there is a growing demand for on-the-go meal solutions, home or office grocery delivery offerings, and tech-driven “on-demand” services.
Some 28 percent of Filipino respondents said they use restaurant or meal delivery services; 77 percent said they prefer dining out in quick-service or fast food restaurants; and 46 percent said they visited a fast food outlet in the past six months.
The data showed that lunch and dinner are most likely to be substituted with out-of-home dining options, with 38 percent of Filipino online consumers opt to eat out every week.
“Consumers in the Philippines, in the near future, will gain more control to customize, personalize and get products and services where and when they need them. Retailers and manufacturers will need to match these ‘in the moment’ needs by using individual data to develop solutions that allow consumers the freedom of greater choice of solutions that meet their needs,” Cua said.
Nielsen said the shopping experiences for global consumers are driven by an evolving retail landscape, e-commerce, and omnichannel facilities.
It estimates that by 2020 global FMCG (fast moving consumer goods) e-commerce will reach over $400 billion and comprise 10 percent to 12 percent of the overall FMCG market share.
Further, Nielsen said mobile devices and digital platforms are also shaping consumer experiences, and transforming brand-to-consumer engagement.
More than eight in 10 of Filipino consumers or 84 percent said they enjoy the freedom of being connected anytime, anywhere.
Nielsen said this prevalence of connectivity provides multiple touch points for FMCG companies to interact with consumers, and leverage localization to improve engagement through personalized and authentic recommendations.
The Nielsen Quest for Convenience Report, which explores changing global consumer needs, highlighted the growing demand for convenience in markets around the world.
It looks at changing consumer needs around the world, specifically focusing on factors driving consumers’ increasing need for convenience, such as high density urban living, increasing commuting times and changing roles in our society.