Connect with us

Hi, what are you looking for?


Nielsen expects FMCG sales growth this holiday season

By Jenina P. Ibañez, Senior Reporter

NIELSEN expects growth in fast-moving consumer goods (FMCG) sales in the Philippines during the holidays, led mostly by food and baking product sales.

Nielsen Retail Intelligence Managing Director for the Philippines Patrick Cua said the current lockdown protocols will mean that Filipinos will continue contributing to a “homebody economy” as they celebrate from home.

“With cooking being central to festivities, we predict a growth in baking and food category this year,” he said in a press release on Wednesday.

The firm expects sales growth in ham, all-purpose cream, pasta, and canned goods.

With a projected rise in FMCG sales, Mr. Cua said manufacturers need to adopt different strategies to appeal to shoppers who have experienced financial losses during the pandemic as well as those restricted by the lockdown.

“Packaging, promotions and bundled deals would be key to win the Christmas shopper. With a slowly stabilizing economy, we predict that discount value shopping will power holiday consumer behavior in 2020,” he said.

Nielsen said consumer behavior will change, led by online shopping, self-care spending, and single-serve or smaller sized purchases, even for celebrations. Products defined as “gifts” will also change.

“Holiday spending and gifting will be refined based on what and who are considered essential for each consumer… From a necessity that can no longer fit the budget, to a product that has been harder to get in stores this year, there will be big shifts in what defines a ‘gift.’”

Christmas holiday sales from 2017 to 2019 amounted to P96.7 billion, bigger than the P91 billion during the back-to-school season or July and August, Nielsen said.

Philippine retailers expect subdued sales during the holidays, even after overall sales improved as lockdown restrictions were eased. The Philippine Retailers Association (PRA) said they expect December to maintain its position as the top sales month for the year through online selling, but shopping will be relatively limited.

The surge in FMCG sales during the holidays will be lower than the usual 20% seen in previous years, market research company Kantar Worldpanel Division Philippines said last month.

Kantar said this will be caused by reduced shopper mobility, limited outlet operations due to the quarantine, limited consumer purchasing power, and uneven availability of products in stores.

Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

Get the daily email that makes reading the news actually enjoyable. Stay informed and entertained, for free.
Your information is secure and your privacy is protected. By opting in you agree to receive emails from us. Remember that you can opt-out any time, we hate spam too!



RISING FOOD PRICES pushed inflation to a 14-year high in November, the Philippine Statistics Authority (PSA) said on Tuesday. Preliminary data from the Philippine...


THE WORLD BANK upgraded its growth forecast for the Philippines this year but expects the economy to expand at a weaker pace in 2023...


By Arjay L. Balinbin, Senior Reporter A PROPOSED MEASURE seeks to require National Economic and Development Authority (NEDA) Board approval only for projects worth...


THE MANAGEMENT ASSOCIATION of the Philippines (MAP) is seeking the creation of a public-private sector advisory council for various sectors, in order to improve...


THE HOLIDAYS shouldn’t be used as an excuse to binge-eat, warned a dietitian.  Christmas is just around the corner and with it comes an...


MANILA Electric Co. (Meralco) has secured a certificate of exemption from the Department of Energy (DoE) from the competitive selection process (CSP) for the...

You May Also Like


The minute that any question pops into your head, you can simply ask Google. No longer do we have to pour over books and...


Having a good Instagram marketing agency to back up your Instagram account is an absolute must going into the new year. With competition stronger...


Browsing history makes referring to sites and pages you’ve visited in the past seamless. It’ll help you recall what page you checked out on...


Insomnia is the most common sleep disorder in the global population. Therefore, it is a problem that many people suffer or have suffered throughout...

Disclaimer:, its managers, its employees, and assigns (collectively "The Company") do not make any guarantee or warranty about what is advertised above. Information provided by this website is for research purposes only and should not be considered as personalized financial advice. The Company is not affiliated with, nor does it receive compensation from, any specific security. The Company is not registered or licensed by any governing body in any jurisdiction to give investing advice or provide investment recommendation. Any investments recommended here should be taken into consideration only after consulting with your investment advisor and after reviewing the prospectus or financial statements of the company.

Copyright © 2021 SmartRetirementReport. All Rights Reserved.