Market Overview Philippines

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1 MARKET ACCESS SECRETARIAT Global Analysis Report Market Overview Philippines June 2014 MARKET SNAPSHOT The Philippines registered a total gross domestic product (GDP) of US$167.5 billion in Real GDP growth is estimated at 6.5% for 2014, slightly lower than the previous year. According to Euromonitor, the Philippines is the 18th-most populous country in the world with an estimated 98.4 million people in The population is expected to grow to million by 2017, and then to million by The Philippines had one of the world s youngest populations with a median age of 23 years in Euromonitor predicts that by the year 2030, the fastest growing age group will be 60+, but the Philippines will still remain one of the youngest countries with 71.4% of the population under the age of 40. CONTENTS Market Snapshot... 1 Production... 2 Trade... 3 Consumer Foodservice... 4 Retail Sales... 4 Resources... 6 Annual per capita consumer expenditure was US$2,061 in Spending on food and non-alcoholic beverages represents US$874.7, or approximately 42.4% of that total, higher than the Asia Pacific average of 22.7%, and also higher than Canada s proportion of 9.6%. The foodservice industry is expanding as income levels improve, and is forecasted to reach total value sales of US$10.7 billion by As the population continues to become more health conscious, sales of health and wellness products will continue to rise. Sales in the health and wellness category are expected to grow by 6.5% from 2013 to 2015 to reach a total of US$6.2 billion. The agriculture sector employs 32% of the work force and is estimated at 11.2% of GDP (World Factbook, 2014).

2 PRODUCTION As shown in the table below, sugar cane, rice paddy and coconuts are the top domestic crops in the Philippines, with the leading positions in terms of volume production for the 2008 to 2012 period. However, there was no increase in sugar cane volume production from 2011 to 2012, and it actually decreased by 3.1% over the 2008 to 2012 period. In contrast, rice paddy production increased by 8.1% in 2012 from the 2011 total, but only increased by 1.8% over the entire review period. Maize production recorded the second best volume growth in 2012 with 6.3%, while fresh vegetables made up ground from their loss in Across the whole period, cassava, currently the Philippines ninth-largest crop, registered the strongest growth in volume production with 3.4% over the review period. Crop Production and Livestock in the Philippines Top ten crops (tonnes) Sugar cane 34,000,000 32,500,000 28,000,000 30,000,000 30,000,000 Rice, paddy 16,815,548 16,266,417 15,772,319 16,684,062 18,032,422 Coconuts 15,319,500 15,667,565 15,510,283 15,244,609 15,862,386 Bananas 8,687,624 9,013,186 9,101,341 9,165,043 9,225,998 Maize 6,928,220 7,034,033 6,376,796 6,971,221 7,406,830 Vegetables, fresh nes 4,450,922 4,382,808 4,842,200 4,800,000 5,000,000 Fruit, tropical fresh nes 3,200,000 3,300,000 3,341,600 3,300,000 3,300,000 Pineapples 2,209,336 2,198,497 2,169,233 2,246,806 2,397,628 Cassava 1,941,580 2,043,719 2,101,454 2,209,684 2,223,144 Mangoes, mangosteens, guavas 884, , , , ,225 Meat indigenous (tonnes) Pork 1,606,609 1,605,560 1,629,336 1,649,696 1,678,195 Chicken 811, , , , ,274 Beef 182, , , , ,971 Buffalo 101,607 98, , , ,317 Goat 53,321 54,420 55,373 54,608 52,950 Livestock (head) Pigs 13,070,120 13,596,400 13,397,800 12,303,100 11,863,021 Goats 4,174,000 4,222,000 4,177,700 3,881,500 3,715,228 Buffaloes 3,338,570 3,321,000 3,270,400 3,075,300 2,963,800 Cattle 2,566,490 2,586,000 2,570,900 2,518,400 2,493,157 Horses 235, , , , ,000 Source for all: FAOSTAT Agricultural Production, March 2014 Page 2

3 TRADE The Philippines is a net importer of agri-food and seafood products. In 2012, the country s agri-food and seafood trade deficit was C$1.93 billion with imports valued at C$6.75 billion, and C$4.82 billion in exports. The Philippines agri-food and seafood imports have been growing at a compound annual growth rate (CAGR) of 10.8% since The Philippines top agri-food and seafood imports in 2012 were wheat, soybean oilcake, food preparations, rice, and concentrated milk and cream. Key supplying countries were the, Australia, China, Vietnam and Malaysia. Canada was the thirtieth-largest supplier of total agri-food and seafood products to the Philippines in 2012, with a 1.66% share. Philippines Top Agri-Food & Seafood Imports from the World, 2012 (HS 6) Commodity Import Value C$ millions Wheat (other than durum) Soybean oilcake Rice Food Preparations Nesoi Milk and Cream, concentrated, <1.5% Meat of bovine, boneless, frozen Animal or vegetable fats, oils Animal feed Ethyl alcohol and other spirits Tobacco Source: Global Trade Atlas, March 2014 Top Suppliers and Market Share % 70.33% Vietnam 84.68% Singapore 17.55% 46.64% 40.37% Malaysia 78.10% 19.47% Thailand 67.54% China 26.39% Australia 41.03% Argentina 26.94% 7.68% Thailand 15.63% New Zealand 35.07% Australia 35.54% Indonesia 10.47% Thailand 11.46% Vietnam 9.28% Brazil 14.34% 2.22% 1.43% Pakistan 2.95% Malaysia 14.40% Australia 12.95% New Zealand 13.88% Singapore 4.70% China 10.31% Singapore 8.11% Belgium 11.04% Canada s Share 1.70% 1.33% 0.69% 0.67% 0.05% 4.35% The Philippines processed food imports were valued at C$4.79 billion. Canada s share was 1.77% (C$84.8 million). Philippines processed food imports registered a CAGR of 9.3% from 2007 to Canada s agri-food and seafood exports to the Philippines were valued at C$253.4 million in Top exports were meat, wheat, food waste, concentrated milk and cream, and pulses. In 2013, Canada registered an agri-food and seafood trade surplus of C$102.2 million with the Philippines, with Canada importing C$151.2 million. Page 3

4 CONSUMER FOODSERVICE The good economic performance that the Philippines experienced in 2012 had a positive impact on their foodservice industry, with Filipinos spending more of their disposable income on eating out. The foodservice consumers in this market are also very interested in trying new offerings, and are looking for better ways to experience their favourite food. Despite the rise in income in most urban areas, Filipinos remain value-conscious and gravitate to brands that can give them more for less (Euromonitor International, 2013). The foodservice industry in the Philippines grew in value sales by 4.2% from 2008 to Further growth of 5.4% is projected to The 100% home delivery/takeaway and fast food categories showed the most growth over the period of 2008 to 2012 with 10.3% and 8.1%, respectively. These two categories are expected to remain the best performers, each recording total sales growth of just over 7% until The Philippine foodservice industry is dominated by independent and home-grown operators, which account for 78% of total outlets, 63% of total transactions, and 58% of total value sales. Chain operators are dominated by domestic brands such as Jollibee Foods Corp (Jollibee, Chowking) which control a larger portion of the foodservice industry then their multinational counterparts (Euromonitor International, 2013). Philippines Consumer Foodservice at a Glance Consumer Foodservice F 2016 F Sales (US$ millions) 8, , , ,996.7 Outlets 79,437 80,813 82,159 83,603 Transactions ( 000) 3,517,685 3,644,124 3,710,912 3,770,199 Average Sales/Outlet $111,331 $119,862 $130,970 $143,496 Average Sales/Transaction $2.51 $2.66 $2.90 $3.18 Source: Euromonitor International, 2014 F= forecast RETAIL SALES The Philippine packaged food industry is dominated by domestic manufacturers, but multinational companies are gaining access to the market by partnering or acquiring domestic companies (Euromonitor International, 2013). As a result of the positive economic performance and increase in consumer spending, packaged food sales increased by 5.5% over the period of 2009 to Further sales increases of 6.3% are forecast for the packaged food category to 2015 (Euromonitor International, 2013). Within this category, one of the best performing growth segments was pasta, registering a CAGR of 10.2% between 2009 and 2013; however value sales are lower than the main segments such as dairy, bakery, oils and fats and dried processed foods. The Philippine government, along with manufacturers, are trying to encourage a healthier lifestyle among consumers. They are promoting this through health talks, fun runs and sporting activities, and publishing material on the risk of various diseases. As a result of their efforts, an increasing number of consumers are becoming aware of the importance of living a healthier lifestyle. Consumers are becoming more active and getting involved in sports. In response to this, manufacturers continued to introduce more health and wellness products to the market (Euromonitor International, 2013). Page 4

5 Agri-Food Retail Sales in the Philippines Historic in US$ Millions, Fixed 2013 Exchange Rate Category CAGR % Health and Wellness by Type 4, , , , , Better For You (BFY) Food Intolerance Fortified/Functional (FF) 3, , , , , Naturally Healthy (NH) Packaged Food 11, , , , , Baby Food , Bakery 1, , , , , Canned/Preserved Food , Chilled Processed Food Confectionery Dairy 1, , , , , Dried Processed Food , Frozen Processed Food Ice Cream Meal Replacement Noodles Oils and Fats 1, , , , , Pasta Ready Meals Sauces, Dressings and Condiments Snack Bars Soup Spreads Sweet and Savoury Snacks , , , Hot Drinks , , , Soft Drinks 3, , , , , Source: Euromonitor, March Page 5

6 Agri-Food Retail Sales in the Philippines Forecast in US$ Millions, Fixed 2013 Exchange Rate Category CAGR % Health and Wellness by Type 5, , , , , Better For You (BFY) Food Intolerance Fortified/Functional (FF) 4, , , , , Naturally Healthy (NH) 1, , , , , Packaged Food 14, , , , , Baby Food 1, , , , , Bakery 2, , , , , Canned/Preserved Food 1, , , , , Chilled Processed Food Confectionery , , , , Dairy 2, , , , , Dried Processed Food 1, , , , , Frozen Processed Food 1, , , , , Ice Cream Meal Replacement Noodles , , Oils and Fats 1, , , , , Pasta Ready Meals Sauces, Dressings and Condiments Snack Bars Soup Spreads Sweet and Savoury Snacks 1, , , , , Hot Drinks 1, , , , , Soft Drinks 4, , , , , Source: Euromonitor, March RESOURCES Euromonitor International (2014). Euromonitor International (2013). Packaged Food Sales in the Philippines (April 2013) Consumer Foodservice in the Philippines (November 2013) Health and Wellness in the Philippines (December 2013) FAOSTAT (2013). Agricultural Production Philippines. Global Trade Atlas (2014). Import and export statistics Philippines. World Bank (2014). Page 6

7 Market Overview: Philippines Her Majesty the Queen in Right of Canada, represented by the Minister of Agriculture and Agri-Food (2014). Photo Credits All photographs reproduced in this publication are used by permission of the rights holders. All images, unless otherwise noted, are copyright Her Majesty the Queen in Right of Canada. For additional copies, to request an alternate format, and for all other inquiries regarding this publication, please contact: Agriculture and Agri-Food Canada, Global Analysis Division 1341 Baseline Road, Tower 5, 4th floor Ottawa, ON Canada K1A 0C5 The Government of Canada has prepared this report based on primary and secondary sources of information. Although every effort has been made to ensure that the information is accurate, Agriculture and Agri-Food Canada (AAFC) assumes no liability for any actions taken based on the information contained herein. Reproduction or redistribution of this document, in whole or in part, must include acknowledgement of Agriculture and Agri-Food Canada as the owner of the copyright in the document, through a reference citing AAFC, the title of the document and the year. Where the reproduction or redistribution includes data from this document, it must also include an acknowledgement of the specific data source(s), as noted in this document. Agriculture and Agri-Food Canada provides this document and other report services to agriculture and food industry clients free of charge. Page 7

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