The Philippine fast-moving consumer goods (FMCG) sector is set to cool in 2026, with growth projected at 3–4 percent, down from 5.2 percent in 2025, according to the 2026 FMCG Outlook by Worldpanel by Numerator in the Philippines.
Speaking at the outlook presentation on Friday, February 20, Shopper Insights director Laurice Obana said the moderation reflects softer economic growth forecasts, tempered price increases, and only a modest rise in household spending. The sector remains resilient, she stressed, but brands will need sharper strategies to sustain momentum.
“Future performance rests upon how FMCG brands can tap high-value segments,” Obana said, pointing to three priority growth pockets: the silver market, overseas Filipino worker (OFW) households, and pet-owning families.
The “silver market” is emerging as a major force. Filipinos aged 55 and above now account for 16 percent of the population, a share projected to reach 34 percent by 2055.
This cohort wields stronger purchasing power and spends about 10 percent more on average than younger shoppers, with a focus on health and wellness categories such as plant-based milk and dietary supplements.
OFW households are also punching above their weight. Data shows 73 percent of FMCG categories register higher spend per buyer among these families, driven by broader baskets, bulk purchases, and more frequent trips to supermarkets and hypermarkets.
Meanwhile, 67 percent of Filipino households own at least one pet, unlocking opportunities in pet care and adjacent home categories.
To offset slowing topline growth, Obana urged companies to create “more occasions and more touchpoints” in 2026. Food-led spending, modern retail formats, and value-driven community channels such as karinderyas and modern palengke, she said, will remain central to consumption patterns in a more cautious consumer landscape.
