La xarxa de distribució a les Filipines

Evolution of the Sector

The retail industry in the Philippines continues to rely heavily on traditional grocery stores and general trade, as the geographical conformation of the country makes it impossible for modern retailing to serve many areas. The Philippine retailing market benefited from improving economic conditions in 2019, with the easing and stabilising of inflation and the rise in consumer purchasing power resulting from a reduction in personal income tax. According to data from USDA, sales of the Philippine food retail sector in 2019 amounted to around USD 50 billion, with modern retail accounting for half the total.

There is increasing competition between formats such as discounters and hypermarkets, and convenience stores and supermarkets. Rapid growth in retail sales are creating new opportunities for imported food and beverage products, already widely recognised by Philippine consumers. Modern retail markets such as supermarkets, hypermarkets and convenience stores (including 'minimarts) have become more essential especially to those living in Metro Manila and other large cities as customers demand more convenience and flexibility. These modern markets have expanded both in urban and rural areas, close to residential and commercial communities. Actually, they are usually cleaner, more comfortable, spacious and well-maintained. Moreover, supermarkets offer a wider range of choices for consumers, including both perishable and non-perishable goods. Wet markets retain an advantage in fresh product, including meat and seafood, but especially fresh fruit and vegetables.

Furthermore, retailers increasingly adopted multi-channel strategies in order to take advantage of the growing consumer demand for the convenience provided by e-commerce, and particularly mobile e-commerce. This is particularly true since the start of the COVID-19 outbreak, which prompted a growing number of middle- to upper-income consumers to shift to home delivery of grocery items. Based on interviews with the key players, 25 to 30% of their shoppers have shifted to online platforms (USDA).

Market share

Domestic players continue to dominate the rankings in the Philippine retailing market. However, in 2019, the House of Representatives approved a bill that eased the way for foreign retailers to enter the market. Three supermarket chains dominate the Philippines food retail scene, but account for only one-fifth of total sales, as traditional retail establishments still account for the majority of sales.

SM Markets is the market leader, and counts on 1,190 outlets. It operates under the brands/formats SM, WalterMart, Alfamart, and Savemore
PureGold is the second brand in terms of sales, with 380 outlets nationwide.
Robinsons, which has more than 500 outlets and has strengthened its network of grocery stores, as well as supermarkets.

Other supermarket chains include Metro Retail, Super8, WalterMart, AllDay Supermarket, and warehouse clubs such as S&R Membership Shopping and Landers Superstore.

Retail Sector Organisations

Supply Chain Management Association of the Philippines (DMAP)
Philippine Retailers Association
Department of Trade and Industry

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