FNB News - Natural, fortified drink categories popular in Philippines, says study

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Natural, fortified drink categories popular in Philippines, says study

Monday, 29 January, 2018, 08 : 00 AM [IST]

Our Bureau, New Delhi

There was a drastic growth in the naturally healthy beverages in the Philippines, which has witnessed many beverages being manufactured in recent years. This is attributable to the continuing rising awareness among Filipinos of the potentially negative health effects of additives, preservatives and other ingredients.

Naturally-healthy hot drinks and naturally-healthy soft drinks are the available products in natural beverage category.

A steady growth has been observed in the beverage category in the country in the recent years.

Almost all the leading manufacturers have benefited from election-driven spending. Therefore, they have refrained from increasing their unit prices of beverages, despite the rising cost of raw materials.

This led to the increase in the availability of more affordably-priced products that has a positive impact on the overall performance of naturally healthy beverages.

The various beverages manufactured in the Philippines include the health and wellness trend by including fortification and the use of functional ingredients.

Pepsi-Cola launched sports drink Gatorade Fierce in Grape, Green Apple and Tropical Fruit flavoured variants. These drinks are fortified with electrolytes that are essential for human body hydration.

Mondelez Philippines Inc and Kraft Foods are the leading producers of fortified drinks. The fortified drinks include fortified hot drinks and fortified soft drinks.

There are many variants of juices available in the Philippines juice category, such as grapefruit juice, orange juice, other single fruit citrus juice, apple juice, grape juice, pineapple juice, tomato juice, other single fruit juice and mixtures of juices.

The hot drink market in the Philippines includes hot tea and hot coffee, which witnessed a huge growth due to the cafe culture and consumer health awareness.

The variants in tea are green tea (unfermented), black tea (fermented or partly fermented) and tea concentrates, extracts and essences.

The variants in coffee are coffee (not roasted, decaffeinated), coffee (roasted, not decaffeinated), coffee (roasted, decaffeinated), coffee concentrates, and roasted coffee substitutes.

Nescafe, Milo, Nestle and Mayora Indah are the leading market players in the hot drink sector.

Gilamar Enterprises is a major competitor in the tea sector, and the products focus on general safety such as the growing health and wellness trend in the Philippines.

Another competitor, Gourmet Farms, offers enthusiasts organically-grown coffee and tea products.

Nestlé Philippines and Mayora Indah are the multinationals competitors of hot drinks and the only domestic player in Philippines is Universal Robina. It was observed that there was a fiercer competition between the only domestic player and the multinationals players.

According to a study, titled Philippines Beverage Forecasts March 2017, the increase in disposable incomes is supported by the robust Filipino economy and is driving the growth of the beverage sector in the country.

Brandy is the largest alcoholic beverage, with growth in volume and sales, along with specialty spirits, that are expected to register fast growth.

Emperador Distillers, Inc and Ginebra San Miguel Inc are the leading competitors in the Philippines’ alcoholic beverage market.

The consumption of vodka is higher in the spirit sector in the Philippines compared to the rest of the world.

The spirits sector includes brandy, gin, genever, liqueurs, rum, specialty spirits, tequila, mezcal, vodka and whiskey.

The Philippines’ wine sector witnessed a steady growth in the recent years, while the sparkling wine market has registered the fastest growth.

Carlo Rossi is the leading brand in the Philippines’ wine sector. Wine consumption in Philippines is higher compared to the rest of the world.

The variants in wine are sparkling grape wines, other grape wines, unfermented grape wine, vermouth and other flavoured grape wines and other fermented beverages.

The most common alcoholic beverage preferred in the Philippines is beer. San Miguel is the leading brand in the manufacture of beer and gin in the country with a variety of products.

Beer na Beer is a close competitor to San Miguel, while Philippine Distillers Company (PDC) is another leading player in the spirits market.

There is a huge sale of bottled water, and it benefited the Philippines’ leading manufacturers of bottled water.

The bulk bottled water category also registered a volume growth due to use of bulk bottled water for home consumption.

The variants of the bottles water include carbonated bottled water, flavoured bottled water, functional bottled water and still bottled water.

The carbonated drink category is also experiencing a steady growth in the Philippines, and includes cola carbonates and non-cola carbonates.

Hypermarkets, supermarkets, convenience stores, food and drinks specialists, e-tailers and other stores are the leading distribution channels of beverages in the country.

Almost all the beverages in the Philippines are packed in glass, rigid plastics, paper, board, flexible packaging, rigid metal and others, which are bottles, stand up pouches, bag-in-box, carton-liquid and cans.

Coca-Cola Export Corp is the leading player in soft drinks category in the Philippines. The soft drink domestic companies in the Philippines registered a promising growth in the coming years.

Existing and new soft drink products are available in different pack sizes and PET bottles. The success of the products depends on the effective brand, aggressive marketing and distribution efforts.

It was expected that the soft drink category will develop slowly compared to the other beverages over the coming years.

Energy drinks in the Philippines include sugar-free drinks, regular energy drinks and shots with additives specifically designed to increase alertness.

The country’s government has imposed excise tax on the spirits such as beer, liquor, wine, and alcohol products. The spirits market in Philippines is yet to recover from the effect of taxes.

The increase in the consumer spending limit has led to the growth in the Philippine beverage industry.

A majority of the consumers are attracted towards the trend of smaller pack sizes beverages, which are affordable and portable.

Consumers are conscious of their purchasing decisions despite the increasing disposable income levels.

They check for the ingredients in carbonated drinks, energy drinks and juices. It was observed that the Philippines beverages market will witness a steady growth over the coming years.

Key topics covered in the report