Households Philippines: Rise in Demand for Convenience and Accessibility in Shopping

Euromonitor International’s Philippines Households Country Briefing focuses on the country that has some of the most populated households in the world, as high birth and fertility rates ensure big families reside in single housing units. Households of six persons and more usually reside in a house of no more than three rooms. However, one- and two-person households are expected to see some of the most rapid growth to 2030, as less traditionally-inclined local residents avoid living with their extended family. Factors such as these, along with hectic lifestyles, are giving rise to demand for convenience and accessibility in shopping amongst households.

Home to a huge number of households made up of couples with children

  • The Filipino household market continues expanding healthily, with the majority of household heads aged under 50, fuelling demand for a wide range of household goods and services. Like in most other Asian countries, the majority of household heads that is responsible for purchasing decisions in Filipino households is still men. This creates a favourable environment for male-led segments such as transport vehicles, finance and technology;
  • With more than half of all households being couple-with-children families, the Philippines are among the world’s most family-friendly market. The average number of children per home is also higher than regional averages, creating good opportunities for marketers of children-related goods and services;
  • The Philippines’ market still offers great growth potential, given the relatively low penetration of many durables such as fridges, cookers, microwaves and washing machines among households;
  • Penetration of colour TVs and DVD players is high among Filipino households, reflecting the significant popularity of TV programmes and movies among local households;
  • Given the Philippines’ large rural sector, houses are the dominant form of dwelling in the country. Houses will also exhibit much stronger growth going forward, as construction firms continue to build them in suburban and rural areas. Apartments are set to see a decline, as they are often associated with a lower level of lifestyle in the country.

The number of convenience stores will continue to rise across the Philippines

Filipino households have increasing demand for convenience and accessibility in shopping, as a result of more hectic urban lifestyles and the rise of smaller households. These trends have supported growth of convenience stores across the whole country. Philippine Seven Corp. (PSC), which runs the 7-Eleven convenience stores in the Philippines, has tapped into this growing market and strongly extended its store network since 2010. According to the company, there are 2,000 7-Eleven stores across the Philippines as of March 2017, while it plans to open another 412 new outlets in the same year.