At least 7 in 10 Pinoys include healthy items in their shopping bags

A great majority of shoppers in the Philippines consistently buys healthy grocery items, according to a study, highlighting a huge demand from health-conscious Filipinos who are doing it for their family’s sake and for their own.

The “Health in Wealth” study by global data, insights and consulting company Kantar placed these Filipino shoppers at 72 percent, with residents in Metro Manila purchasing healthy food options more frequently at 84 percent compared with those in other regions like Mindanao at just 55 percent.

The same study, which gathered responses from almost 1,200 individuals from February to April 2023, also found that 99 percent of the respondents consider remaining healthy as important, while 97 percent recognize the value of buying healthy grocery items for their homes.

“Nearly all Filipinos believe in the importance of focusing on one’s health and appreciate the value in choosing healthy grocery items for themselves and their families. Their motivations and how these influence their shopping habits, though, differ depending on their location, as availability of these products becomes a challenge,” said Marie-Anne Lezoraine, managing director of the Worldpanel division of Kantar Philippines.

Another point highlighted was that a person’s socioeconomic status does not affect how consistent he or she is in purchasing healthy grocery items.

In the study, 77 percent of those in the upper class (ABC) said they bought often, followed closely by class D at 70 percent and class E at 75 percent.

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One of the top five product characteristics Filipino shoppers look for in an item is if it has healthy ingredients. Availability is also a key factor in a person’s decision to put healthy grocery items in his or her shopping bag.

“Filipino shoppers have expressed their desire to choose healthy and to buy healthy. Knowing why health is important and how shoppers define healthy grocery items will help brands develop or expand product lines to cater to these motivations and shopping practices,” Lezoraine said. INQ