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The Philippines has seen significant growth when it comes to eCommerce markets in recent years.
With a population of over 113 million, it’s no surprise that many Filipinos are spending their time buying or selling products online. In fact, in 2021 alone, the country’s eCommerce market was estimated to be worth $17 billion, with an expected 17% growth rate annually.
However, selling the right products is becoming increasingly competitive as the market grows.
That’s why entrepreneurs and consumers must stay up-to-date on the latest market trends and the most in-demand products. By understanding the trending products in the Philippines and consumer buying behavior, you can make informed decisions on what products to sell or stock.
Whether you’re a seasoned entrepreneur or looking to start a new venture, staying on top of local purchasing trends will help you remain ahead of the game.
In this article, learn about the most in-demand products in the Philippines and tips on effectively marketing them.
Understanding the Latest Market Trends
Market trends refer to the general direction a particular industry is heading. To keep up with market trends, it’s imperative to conduct market research and identify popular products.
One means to do this is by using online tools such as Google Trends, Google Search Console, KWFinder, Ahrefs Webmaster Tools, and more. Analyzing consumer preferences and behavior, including online and offline shopping habits and factors that influence purchasing decisions, can help you understand what to market.
Here’s an overview of the emerging trends and new products in the Philippines that are gaining popularity in the market based on research.
List of the Most In-Demand Products in the Philippines
As more Filipinos embrace the convenience of eCommerce, there has been more demand for products than before. Here’s a list of the most popular products in the Philippines.
Fashion and accessories
Fashion and accessories are big industries in the Philippines, with Filipinos known for their strong appreciation for fashion and style.
Women’s dresses are some of the most high-demand products in the country, with Filipinos spending considerable amounts of money on fashionable clothing and accessories. Some trending products to sell in this category include:
- Maxi dresses
- Denim
- Cargo pants
Hair accessories are also popular some of this category’s best products to sell in the Philippines are:
- Hair clips
- Headbands
- Scrunchies
Experts project that sales of women’s apparel within the country will amount to around 104.60 million pieces sold by 2027, with the market expected to grow annually with a Compound Annual Growth Rate (CAGR) of 3.75%. The CAGR is a measure of the rate of return that is required for an investment to grow from its beginning balance to its ending balance, assuming that all profits are reinvested at the end of each year.
Beauty and personal care
Source from BLK Cosmetics
Filipinos are known for their skincare and makeup routines, with many trending products in this category.
Skincare is a must-have for many locals. Products such as toners, moisturizers, and serums are some of the top goods to sell in this category. Affordable makeup is also popular; many look for high-quality makeup that won’t break the bank.
Makeup brands that are rising in popularity amongst Filipino women are:
- Vice Cosmetics
- BLK
- Happy Skin
All these brands are Filipino-made and owned, with Vice Cosmetics notably founded by celebrity Vice Ganda.
Other top-selling products online are Korean skincare items, with 51% of consumers using them in 2021. A far second are products of American make at 28%. Top brands include:
- Innisfree
- Laneige
- Beauty of Joseon
- Banila Co.
Electronics and Gadgets
In the Philippines, video games are some of the most popular products in this category. Filipinos enjoy playing video games on their mobile devices and gaming consoles.
Professionals expect the revenue within the mobile gaming market to reach $1.27 billion in 2023, with a CAGR of 7.85%.
Selling affordable devices supporting the most downloaded games in the App Store is very lucrative. Make sure they can run the likes of these games:
- Mobile Legends: Bang Bang
- Tomb of the Mask
- BingoPlus
An Android phone is the best product to sell, with Oppo as the leading brand, owning 19.54% of the market as of January 2023. Vivo lands in second place, and Apple doesn’t even break into the top five, being in sixth place.
Some of the most in-demand appliances in the Philippines are:
- Refrigerators
- Air conditioners
- Washing machines
Revenue for this category amounts to around $8.60 billion in 2023, with a CAGR of 3.83%.
Lastly, the top appliance brands in the country include:
- Samsung
- Condura
- Panasonic
Food and Beverage
Filipinos are known for loving food and drink, and coffee is one of the products that are in demand in the Philippines.
You can find coffee shops nationwide, as many like to enjoy a fresh cup of coffee as a pick-me-up. Around 80% of Filipinos drink approximately 2.5 cups daily, with 93% of households buying coffee weekly!
Other popular products in this category include snacks, soft drinks, and alcoholic beverages. Statista reports that 2.1% of the total revenue of the food market will come from online sales by 2023. The largest segment is Bread and Cereal, having a market volume of $41.11 billion in the same year.
The overall revenue of the food industry in 2023 will be around $134.60 billion, with a CAGR of 7.07%. On the other hand, specialists project the market volume of beverages to reach $1,017.00 million by 2027, with a CAGR of 14.96%.
The top food and drink brands in the Philippines include:
- Nestlé Philippines, Inc.
- San Miguel Brewery
- Universal Robina Corporation
Health and Wellness
The pandemic made Filipinos more conscious about their health and wellness.
Sports and fitness equipment are some of the most in-demand products in this category. With many Filipinos unable to go to the gym some of the best products to sell are gear such as:
- Yoga mats
- Resistance bands
- Dumbbells
The sports equipment industry’s revenue at the start of 2023 was around $1,726.00 million, with a CAGR of 6.79%. Some brands delivering exercise apparatuses are:
- Johnson Fitness and Wellness
- JB Sports
- Toby’s Sports
- PlayHard Fitness
In the wellness category, the most popular items are vitamin supplements and personal care items such as moisturizers and bath soap. In a recent study at the start of 2023, 75.82% of respondents said they bought vitamins, and 63.24% bought care items.
Some common vitamin brands consumers purchase are:
- Puritan’s Pride
- Healthmax
- Berocca
- Centrum
How to Effectively Market Your Products and Sell Them to Filipinos
Marketing is an essential part of selling products, and there are different strategies and tips that you can use to promote your items effectively. Here are some best practices for effectively marketing and selling products in the Philippines.
1. Know your target market and their needs
Understanding your target audience’s preferences, behavior, and needs is imperative. Run market research and analyze data to identify your ideal customers and what they want in a product. This information will help you modify your marketing efforts to appeal to them.
For instance, Filipinos like new products that are affordable, convenient, sustainable, and healthy. They also like shopping around for deals, so much so that 3 out of 10 buyers purchase due to promotions. Some of the deals you can consider implementing are “Buy 1, Take 1,” free shipping, or various types of discounts.
2. Utilize various marketing channels
The Philippines has one of the largest populations of internet users, with around 72% of Filipinos online. Social media is one of the channels where they spend a significant amount of time, clocking in around 4 or more hours a day, with Facebook, TikTok, and Twitter being the most popular platforms.
To effectively reach your target audience, creating a marketing plan that focuses on these platforms can be advantageous. In promoting your product, there are various marketing channels that you can use, such as social media, email marketing, advertising, and content marketing. Choosing the most effective channels for your target audience and budget is essential.
Apart from social media, Filipinos are also avid consumers of online videos. A staggering 55.6% of users enjoy watching vlogs, making the Philippines the country that watches the most vlogs worldwide.
Moreover, 95.8% watch videos on streaming sites like Youtube and Netflix, providing an excellent opportunity to showcase your products in a more captivating manner. Thus, utilizing channels like these can be beneficial in creating an effective marketing strategy.
3. Partner with influencers
Influencers have a large audience on social media, and partnering with them can be a great way to promote your product to their audience. Choose influencers that align with your branding and target audience, and work with them to create engaging content showcasing your product.
Many Filipinos idolize local celebrities and influencers, with the online population following 51.4% of popular figures, surpassing the average globally of 22.6%. Brands that partner with an influencer, can expect to reach a wider audience, as 76% of buyers are more likely to trust that brand because they listen to their idol’s recommendations.
You can find the right influencer through TikTok or Instagram.
4. Use targeted ads
Targeted ads are online advertising that use data to deliver relevant ads to specific audiences based on their interests, behaviors, and demographics.
These ads can help ensure that your products are shown to the right people, increasing their likelihood of purchasing. Examples of platforms where you can run targeted ads include Google Ads, Facebook Ads, and Instagram Ads.
Because so many Filipinos spend their time online, you can capitalize on the most popular social media platforms to run targeted ads. Some of the top social media sites are Facebook and Instagram.
Make sure that your ad copy and visuals resonate with your target audience’s values and preferences. If you want to build more trust and credibility, you can partner with a local celebrity or influencer.
Mastering the Art of Selling
Successfully marketing your products requires a combination of productive strategies and a deep understanding of your target market.
This includes knowing your audience and their needs, creating a solid marketing plan, utilizing various marketing channels, and more. Leverage the fact that over 72% of the Filipino population is online and very active on social media. Partner with influencers to further expand your reach, as their communities are very likely to listen to their recommendations.
Through these methods, you can effectively promote your products and increase sales.
Researching market trends and identifying the most in-demand products is crucial for maximizing sales. You can tailor your product offerings to meet current market demands by keeping up-to-date with consumer preferences, which you can gather through different means, such as surveys and social media comments.
You can find active communities of Filipinos on Facebook, TikTok, and Instagram, so you can glean what they need and what improvements you can make to your past and current campaigns.
By mastering the art of selling and implementing the proper marketing techniques, you can take your business’ growth to the next level.
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Contact us today to learn more about how we can help you create effective marketing campaigns that drive results!
