Whether Pinoys step inside a supermarket or knock on the neighborhood sari-sari store, they are likely to go home with a bottle of softdrinks, maybe even two.
This, as results of a recent survey showed that carbonated softdrinks is the top category in terms of market value locally, with about P79.6 billion worth of products moving out of shelves during a 12-month period ending in June.
The Nielsen survey, which identifies the 50 "strongest selling categories in retail outlets," further showed that demand for the category "remains stable" even as advertising spending posted an increase of 41 percent.
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Next to softdrinks, wines and spirits are the next highest-moving
products in the local market, data culled from the global market
research firm's "Retail Index, Advertising Information Services, and
Homepanel" survey.
Sales in the category reached P43.1 billion in
the one-year period, with the report noting that it "expanded with
successful new products" and spent 20 percent more in ads.
After the two beverage categories, which Pinoys call "pantulak," come food products served with snacks.
The
biscuits category took the third spot in the list with a market value
of P31 billion amid "wider product availability and strong performing
new launches seen across biscuit segments."
Dietetic products
such as multivitamins are the next bestsellers, reaching P30.9 billion
in sales despite maintaining media spending from last year.
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The laundry products category, meanwhile, saw P30.3 billion worth of products move amid an ad spending hike of 18 percent.
Also
on the top 10 in the list are powdered milk (P22.1 billion), instant
noodles (P21.3 billion) and snack foods (P20.9 billion).
Another
popular drink, instant coffee mixes is also a to selling category, as it
"benefits from expanding reach among households and larger media spend
with a slew of new launches via different brands."
Toilet soap
rounds out the top 10, with the report noting that the category's
"efficient growth is influenced by the entry of new products and growth
of brands with emphasis on benefits beyond cleansing."
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The fastest-expanding categories, meanwhile, are instant coffee mixes, followed by breakfast cereals and biscuits, Nielsen said.
On the other hand, tea drinks are seeing the steepest decline along with ready-to-drink juices and powdered juice categories.
In the Philippines, liquid shampoo brings is still the top media advertiser, followed by laundry products and toothpaste.
Pinoy households, meanwhile, think every home should have laundry products, instant noodles and cooking oil, Nielsen said.
