Top Growth Opportunities: Meat in the Philippines

Top Growth Opportunities: Meat in the Philippines


Meat market in the Philippines is one of the biggest Meat markets among emerging markets in Asia-Pacific. It worth US$10.3 billion in 2016, compared to US$1.4 billion for neighbouring Malaysia. The Filipino Meat market saw a modest growth of 1.6% CAGR between 2011 and 2016. However the growth is forecast to strengthen in the next five years, with a strong CAGR of 5.5% between 2016 and 2021.

High consumer demand for Meat in the Philippines is reflected by the size of the market. It has one of the largest Meat markets among emerging markets in Asia-Pacific. Imported Meat dominates the Meat supply in the Philippines, as the country's local production of Meat is not yet able to satisfy local demand. According Bord Bia - Irish Food Board, the Philippines imported over 586,000 tons of Meat in 2015, of which Pork accounted for 43%; Germany, Spain and France are the top Pork importers, which collectively provided over 50% of the imported Pork in the Philippines. China which has diplomatic tensions with the Philippines over South China Sea is not a major Meat supply contributor for the country. So although the tension between two countries might have an impact on political and economic state in the Philippines, it is unlikely to affect the Meat sector on a large scale.

Philippines ranks amongst the smallest in the global Meat sector in terms of per capita expenditure. A driving factor for this may be due to a depreciating Philippine Peso. Though the population growth rate and disposable incomes are increasing in the country, the Filipino Meat market doesn’t yet see a significant per capita spend, though expenditure in US dollar terms is higher than Malaysia. Although the meat market in the Philippines is sizeable, per capita spend is low, suggesting this is a value driven market.

The weak Peso is likely to keep food prices high in the Philippines; the impact of this is expected to continue until at least 2018. As a result, consumers are likely to remain conservative in their spending, which will suppress the value growth in Meat in the country.

Meat’s protein enriched nature appeals to a wide range of audiences. It suits growing children and teens for physical development, urban workers who needs a boost of energy to deal with fatigue, bodybuilders for recovery after intensive training, and older consumers who need an adequate amount of protein to prevent malnutrition and diseases.

The report Top Growth Opportunities: Meat in the Philippines identifies the key demographic groups driving consumption, and what motivates their consumption. When combined with an in-depth study of market and category dynamics, readers are able to identify key opportunities, and what they need to do in order to target them. The report uses a unique method of quantifying consumer trends to highlight the degree of influence they have on consumption within the category.

In depth, this report provides the following -

  • Key consumer demographic groups driving consumption within the Filipino market. The figures showcase the number of times consumers of specific ages and gender consume Meat, as well as identifying whether these demographic groups over consume in the category (i.e. they account for a higher proportion of occasions than the proportion of society they represent overall).
  • A study of market value and volumes over 2011-2016 for the Philippines, supplemented with category, brand and packaging analysis that shows the current state of the market, and how it will evolve over the 2016-2021 period.
  • The degree of influence that the 20 key consumer trends identified by GlobalData have on Meat consumption volumes, with granular analysis on the extent that degree of influences varies between gender and age group.
  • Insight into the implications behind the data, and analysis of how the consumer needs will evolve in the short-to-medium term future.
  • Examples of international and Philippines-specific product innovation targeting key consumer needs.
Companies mentioned in this report: SM Supermarket, The Robinsons Retail Group, Rustan, Metro, 7-Eleven Philippines, Mini Stop, Lawson, Family Mart, Daiso Japan, HMR Philippines, Inc., My Dollar Store, Super 8 Grocery Warehouse, Jaro Development Corp., Cdo Foodsphere, Inc., San Miguel Group.

  • The Filipino Meat market saw a modest growth between 2011 and 2016. However, the growth is forecast to strengthen in the next five years between 2016 and 2021.
  • The Philippines ranks among the smallest in the global Meat sector in terms of per capita expenditure.
  • Filipino consumers have not been willing to trade up for Meat over the past five years, therefore opportunities for premiumization in Meat have been limited.
  • Domestic Meat brands in the Philippines have outperformed international ones in market value.
Reasons to buy
  • This report brings together consumer analysis and market data to provide actionable insight into the behavior of Poland's Meat consumers.
  • This is based on GlobalData's unique consumer data, developed from extensive consumption surveys and consumer group tracking, which quantifies the influence of 20 consumption motivations in the Meat sector.
  • Category, brand, and packaging dynamics are also examined. This allows product and marketing strategies to be better aligned with the leading trends in the market.

  • Introducing a top growth market for meat
    • Top opportunity markets
    • GlobalData Consumer's opportunity scoring methodology
    • Top 10 global growth opportunities scores
    • Top global issues
    • Assessment against global strategic issues
    • GlobalData's strategic issues map
    • Predicted future issues for the Global Meat sector
    • Philippine's reward and risk assessment
    • Opportunity score – Philippines Overview
    • Consumer Meat spending trends – peer group comparisons
    • Political, Economic, Social and Technological: Analysis
    • Enablers and inhibitors of growth
    • The Philippines – Rewards and opportunities for growth
      • Table Market value of the Philippines Meat market, 2011 – 2021
    • Summary of the Meat market in the Philippines
  • Market insight – identifying the opportunities to move into
    • Market growth by category
    • Value growth of the Filipino Meat market by category
    • Contribution to change by value
      • Table Category values (US$ millions)
    • Volume growth of the Philippines Meat market by category
    • Contribution to change by volume
      • Table Category volumes (million Kg)
    • Level of premiumization by category
    • Category analysis – key drivers of change in Meat
  • Retail and distribution insight – key channels and retailers driving growth
    • Meat retail channel share – the Philippines
    • Key Retail Channel trends
    • Routes to market – retail overview
    • Routes to market – key retailers
    • Drivers of change in the Meat sector
  • Company and brand insight – the competitive landscape defined
    • Meat category fragmentation
    • Company and brand strength
    • Private label penetration
    • Brand Share by leading supplier for total Meat
    • International and domestic brand analysis
      • Table Top international Meat brands
      • Table Top 5 domestic Meat brands
    • Company and brand strength
  • Consumer insight – who, what, when, where and why
    • Strategic issues map – pitfalls and opportunities
    • Key consumer drivers implications for meat
    • Key consumers trends in the Filipino Meat
    • Consumer groups – Key consumer targets
      • Table 2016 Consumption volume shares by consumer group
    • Key Health & Wellness trends
    • Penetration of Health and Wellness claims by category
    • Consumer trends summary
  • Product and packaging insights
    • Key Product Insights in Meat
    • Trends and strategic issues – other notable product trends
    • Product & Packaging insights – Key product innovation case studies
    • Key product innovation case study: Purefoods Homestyle Curry Shredded Chicken Breast
    • Key Packaging Insights
    • Trends and strategic issues – packaging material trends
    • Trends and strategic issues – packaging closure
    • Product launch key takeouts
  • White spaces and innovation opportunities – space to move into
    • Highest growth segments to target when entering the Filipino meat sector
    • Consumer spaces to target when entering the Filipino meat market
      • Table Top volume CAGR categories 2011 - 2016
    • Segment focus – opportunities
    • Product launch key takeouts
    • Recommendations for new ways to enter the Meat sector in the Philippines
  • Appendix
    • Category Definitions: Loose & Unpackaged sales of fresh and cooked meat are tracked
    • Category Definitions: Ambient Meat
    • Category Definitions: Frozen Meat
    • Category Definitions: Chilled Raw Packaged Meat – Whole Cuts
    • Category Definitions: Chilled Raw Packaged Meat – Processed
    • Category Definitions: Cooked Meats - Counter
    • Category Definitions: Cooked Meats - Packaged
    • Category Definitions: Fresh Meat (Counter)
    • Channel Definitions
    • Product Attribute Definitions: Food Minus
    • Product Attribute Definitions: Functional & Fortified
    • Product Attribute Definitions: Naturally Healthy (NH)
    • Product Attribute Definitions: Food Intolerance (FI)
    • Accreditation Definitions
    • Consumer Benefit Definitions: Performance
    • Consumer Benefit Definitions: Health Management
    • Consumer Benefit Definitions: Weight & Shape Management
    • Consumer Benefit Definitions: Beauty From Within
    • Consumer Benefit Definitions: General Wellbeing
    • Consumer Packaged Goods Retail Data
    • Health & Wellness data is built using detailed store audits in combination with market volumes from GlobalData's market data research

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