A consumer behavior study revealed that Filipinos prioritize personal hygiene and food in their market basket when running out of funds or budget or during payday.
Start-up company Packworks, in collaboration with research firm Fourth Wall, released the findings of Sari IQ, Packworks’ data analytics platform, that compared the demand for sari-sari store products on the 14th and 29th days of each month against the daily average for the year 2022.
“We are thrilled to unveil our latest findings from Sari IQ, which highlight the importance of personal hygiene and ready-to-eat food items in the Filipino market basket, particularly during times of scarcity and payday,” said Packworks chief data officer Andres Montiel.
“These insights, stemming from the deeply-rooted concept of ‘hiya’ in Filipino culture, emphasize the need for retailers and marketers to cater to the socio-cultural-driven priorities of the Filipino people. Packworks is committed to empowering sari-sari store owners by providing them with valuable data that helps them better understand and serve their customers’ needs,” he said.
Data gathered from 24 periods, every half-a-month in 2022, show that personal hygiene products such as shampoo, body soap and alcohol increased most frequently, growing at 11 periods in a year. Ready-to-eat food such as canned meat, powdered coffee, soy sauce and soda mirrored personal hygiene products’ growth, rising within the same periods.
The top 5 categories are shampoo, detergent, body soap, canned meat and disinfecting alcohol, while the top 5 categories during payday are detergent, canned fish and seafood, sanitary pad, canned meat, and baby powder.
The trend is consistent even on payday, with personal hygiene and ready-to-eat food products experiencing a rise in demand most consistently, while the top 5 categories during pay day are detergent, canned fish and seafood, sanitary pad, canned meat and baby powder.
Packworks is a startup company providing a business-to-business platform for sari-sari store owners.