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FORTIFIED/FUNCTIONAL

PACKAGED FOOD IN THE


PHILIPPINES
Euromonitor International
May 2017
FORTIFIED/FUNCTIONAL PACKAGED FOOD IN THE PHILIPPINES Passport I

LIST OF CONTENTS AND TABLES


Headlines ..................................................................................................................................... 1
Trends .......................................................................................................................................... 1
Competitive Landscape ................................................................................................................ 2
Prospects ..................................................................................................................................... 4
Category Data .............................................................................................................................. 4
Table 1 Sales of Fortified/Functional Packaged Food by Category: Value
2011-2016 .................................................................................................... 4
Table 2 Sales of Fortified/Functional Packaged Food by Category: % Value
Growth 2011-2016 ....................................................................................... 5
Table 3 Key Functional Ingredients in Fortified/Functional Breakfast Cereals:
% Value 2011-2016...................................................................................... 6
Table 4 Key Functional Ingredients in Fortified/Functional Bread: % Value
2011-2016 .................................................................................................... 6
Table 5 Key Functional Ingredients in Fortified/Functional Sugar
Confectionery: % Value 2011-2016.............................................................. 6
Table 6 Key Functional Ingredients in Fortified/Functional Flavoured Milk
Drinks: % Value 2011-2016 ......................................................................... 6
Table 7 Key Functional Ingredients in Fortified/Functional Milk: % Value 2011-
2016 ............................................................................................................. 7
Table 8 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: %
Value 2011-2016 .......................................................................................... 7
Table 9 Sales of Fortified/Functional Dairy-based Yoghurt by Standard Fat vs
Reduced Fat: % Value 2011-2016 ............................................................... 7
Table 10 NBO Company Shares of Fortified/Functional Packaged Food: %
Value 2012-2016 .......................................................................................... 7
Table 11 LBN Brand Shares of Fortified/Functional Packaged Food: % Value
2013-2016 .................................................................................................... 8
Table 12 LBN Brand Shares of Fortified/Functional Bread: % Value 2013-2016 ........ 9
Table 13 Distribution of Fortified/Functional Packaged Food by Format: %
Value 2011-2016 .......................................................................................... 9
Table 14 Forecast Sales of Fortified/Functional Packaged Food by Category:
Value 2016-2021 ........................................................................................ 10
Table 15 Forecast Sales of Fortified/Functional Packaged Food by Category: %
Value Growth 2016-2021 ........................................................................... 11

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FORTIFIED/FUNCTIONAL PACKAGED
FOOD IN THE PHILIPPINES
HEADLINES
Fortified/functional (FF) packaged food posts 3% value growth to reach PHP69.1 billion in
2016
Companies remain confined to using common functional ingredients
FF reduced-fat milk registers the highest value growth of 13% in 2016
Mead Johnson Philippines dominates FF packaged food in 2016 with a value share of 26%
FF packaged food is expected to register a value CAGR of 3% at constant 2016 prices over
the forecast period to end 2021 with a value sales of PHP80.9 billion

TRENDS
FF packaged food options continue to grow in number as fortification remains a common
option amongst companies wanting to add value to their products. The ingredients added to
packaged food, however, remain the common ones such as vitamins, minerals, probiotics,
fibre and other healthy ingredients such as oats. Companies are viewed as not using novel
functional ingredients since it could push the selling price up and restrict its patrons to the
affluent few. Examples of new options of FF packaged food which contains common
ingredients include Quaker Good Start Oat Dairy Drink (Quaker Oats Asia), which is a
drinking milk product with oats. Another is the powder growing-up milk formula brand,
Nestokid Four (Nestl Philippines), and the probiotic drinking yoghurt brand, Dutch Mill
Delight (Dutch Mill) which both contain probiotics.
FF packaged food grew by 3% in value in 2016 which is marginally faster than in 2015.
Assisting its growth is the wide price point available in FF packaged food which makes it
accessible to all income groups. FF sugar confectionery, for instance, is amongst the
affordable FF packaged food options which assist overall growth as some brands like Maxx
by Universal Robina Corp (URC) are positioned as a regular mentholated boiled sweet. FF
packaged food options also continue to grow in number, especially in baby food where it is an
industry standard to add different nutrients beneficial for a childs development.
The regulatory environment is permissive as companies can freely fortify their products, print
on the front label the nutrients they added and highlight this in their promotions. It is only milk
formula for infants aged 0-2 years which cannot be promoted, as it is prohibited by The Milk
Code or Executive Order 51. Otherwise, companies have the liberty to fortify their products as
long as the fortification can be confirmed using a valid analytical method during product
registration. The Sangkap Pinoy Seal can also be printed on the front label if the added
nutrient is at a level approved by the Department of Health. Staples, however, are required to
be fortified under Republic Act No 8976. As such, rice should be fortified with iron, wheat flour
with vitamin A and iron, cooking oil with vitamin A, salt with iodine and refined sugar with
vitamin A.
FF reduced fat milk earned the fastest value growth of 13% in 2016. This can be traced to the
robust growth experienced by shelf-stable milk, in general, as its customer base expands
supported by the growing health consciousness of consumers. Consumption of shelf-stable
milk is also growing since it is a good source of various nutrients which can conveniently
replace a light meal or snack. Shelf-stable milk which has a lower fat content and is fortified

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with nutrients such as calcium is in a better position to address the desire of consumers for a
healthy beverage leading to the favourable performance of FF reduced fat milk in 2016.
Probiotics are generally positioned for digestive health as exemplified by brands such as
Yakult (Yakult Philippines) and Nestl Acti-V (Nestl Philippines) in yoghurt. Some brands
within powder milk formula, dried baby food and frozen yoghurt are also fortified with
probiotics. As such, yoghurt, in various formats, whether spoonable, drinking or frozen, is the
main source of probiotics amongst the older market.
Dairy positioned for general wellbeing recorded the most favourable performance. One of the
key sources of growth is FF reduced-fat milk which experienced robust growth of 13% in 2016
due to the expansion of the customer base of shelf-stable milk. Although bone and joint health
is a common positioning in shelf-stable milk, there are also brands such as Selecta (RFM
Corp) which are fortified with other vitamins and minerals aside from calcium to meet the
nutritional needs of the whole family.
High-protein Greek yoghurt is steadily growing in availability. Whilst previously brand choices
were mainly imported, options now include local ones such as BTIC and Hacienda
Macalauan. There are also imported brands positioned for the low end of the market such as
Creamy Delight (AB Pascual Foods), which offer Greek-style yoghurt, thereby making it
accessible to a wider income group.
DHA is commonly added to milk formula and is highlighted in a brands promotions as
beneficial for brain health. It is typical for milk formula brands, however, to contain various
other nutrients such as FOS/GOS, omega-3, and omega-6, lutein, choline, probiotics and
fibre, amongst others. For packaged food positioned for the older market, omega-3 for heart
health is added to various brands such as Century Tuna (shelf-stable seafood), Goldilocks
Wheaten Bread (packaged leavened bread) and Sky Flakes Fit with Omega-3 Flaxseed
Crackers (savoury biscuits). Calcium for bone health is also extensively used in different
areas even outside dairy. Examples include Anlene (powder milk), Alaska (FF reduced-fat
milk), Nestl Non-Fat Milk Hi-Calcium (shelf-stable milk), Minola (margarine) and Rebisco
Crackers with Cal-A Plus (savoury biscuits). Within sugar confectionery, menthol is added to
Maxx, which is promoted as a standard boiled sweet that can soothe ones throat.
Unit price increases of FF packaged food remained low in 2016 partly because most brands
are fortified with inexpensive vitamins and minerals. Other low-cost sources of nutrients
include superfoods such as flaxseed and malunggay (Moringa Oleifera) and naturally healthy
ingredients such as oats. Companies are generally adding these affordable ingredients to
packaged food to keep prices within reach by a greater majority.

COMPETITIVE LANDSCAPE
Mead Johnson Philippines led FF packaged food in 2016 with a value share of 26%. It derives
share from FF powder milk through its brand, Sustagen, and in FF milk formula through the
brands Lactum, Enfamil, Alacta and Enfagrow. Most of its brands are positioned for general
wellbeing except for Enfagrow A+ Four, which is positioned for brain health and memory, and
Sustagen Premium, which is for immune support. Its biggest brand, however, is Lactum,
which contributed more than 50% of its total value sales in 2016. Assisting the favourable
standing of Lactum is its continuous promotions with celebrity mom, Judy Ann Santos, as
endorser. The brand also has its own website (www.lactum3.com) which provides mothers
with different useful information such as recipes, play activities for children and nutrition tips.
In general, Mead Johnsons leadership in FF packaged food can be traced to its wide brand
portfolio of FF milk formula, which allows it to cater to children of various age groups.

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Companies can hardly achieve significant product differentiation by fortifying their brands with
inexpensive vitamins and minerals as that can be easily copied by competitors. To address
this, companies can use nutrient labels as done by Nestl Philippines for its flavoured milk
drink brand Chuckie, which is fortified with Calci-N and Acti-V yoghurt with Actifibras. This
strategy allows Nestl to uniquely fortify its products whilst also keeping its selling price
reasonable. Companies should keep in mind that a significant portion of the population remain
price conscious even if there is a growing preference for healthy food options. As such, a
unique health claim does not guarantee success since consumers can easily substitute an
expensive FF packaged food with different alternatives such as consumer health supplements
and superfoods such as malunggay (Moringa Oleifera), flaxseeds, chia seeds and kale,
amongst others.
There are no restrictions on the nutritional claims companies can put on a label provided it
can be validated when the product is registered. Companies, thus, are not restricted in their
product development activities. The use of a novel ingredient and a unique health positioning,
however, does not necessarily translate to better sales performance since other factors such
as price and the level of consumer awareness of the nutrient added also have to be taken into
account.
The spreadable processed cheese brand, Cheez Whiz by Kraft Foods (Philippines), which is
fortified with calcium, vitamin D, phosphorus, vitamin A and iodine, was promoted as a dip to
go with salty snacks in 2015. From being widely used as a spread, it is now encouraging
consumers to use it as well as a dip. This is seen as the brands way of increasing
consumption frequency of Cheez Whiz and is not due to any regulatory restrictions.
Companies within baby food are exploring new health positioning whilst previously the focus
was on brain health and memory. Cerelac, for instance, added iron for vitality. Nestokid Four,
which was launched in 2016, is positioned for digestive health and is highlighting the probiotic,
L Comfortis it contains even if it is also fortified with other vitamins, minerals and DHA. Nankid
Optipro HW Four, which is another new brand from Nestl Philippines, is differentiated with its
optimised protein content beneficial for preventing the onset of allergies. Birch Tree
FibroBoost, on the other hand, is positioned for enhancing growth as it contains the fibre,
inulin, which aids in better calcium absorption.
Dutch Mill Delight is a new brand of drinking yoghurt which is fortified with both probiotics
(Lactobacilli paracasei) and prebiotic fibre. A pack of five 100ml bottles retails for PHP39.90.
Baby food brand Milna also entered the local market in 2015. Its products, which are all
fortified with various vitamins and minerals, include baby biscuits, baby cereal and toddler
pudding. Quaker Good Start Oat Dairy Drink, meanwhile, is a new option for drinking milk
products which is fortified with oats. It is available in two flavours, Vanilla Malt and Banana
Crme, and retails for PHP28 per 280ml PET bottle.
Wrigley Philippines rebranded its FF sugar-free chewing gum brand, Orbit, to Extra in 2016.
Since there were no changes in product formulation, Extra is essentially the same as Orbit.
However, there were no active efforts from Wrigley to inform the market about the rebranding.
As such, Extra will be considered by consumers much like a new brand.
Bear Brand held the Milyon Milyon sa Ambisyon raffle promotion in 2016. Winners of the
promotion received at least PHP200,000 in cash as assistance in a childs educational
expenses. The empty packs of Bear Brand that were used as entries, meanwhile, were
upcycled to chairs, and then donated to various public schools.

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PROSPECTS
FF packaged food is predicted to record a value CAGR of 3% at constant 2016 prices over
the forecast period, which will be an improvement over the review period. This is indicative of
an expected increase in consumer acceptance of FF packaged food as it is likely to be
increasingly used as a convenient way to improve ones intake of various beneficial nutrients.
This, in turn, is foreseen to drive more companies to fortify their products. Companies,
however, are likely to be confined to using inexpensive vitamins, minerals, herbs, naturally
healthy ingredients and superfoods in order to keep prices within reach by a wide income
group.
Weight management is one prime positioning which has large development potential. This is
because the number of overweight and obese individuals is likely to continually increase,
especially amongst the younger age group that is becoming more dependent on electronic
gadgets as a source of entertainment. FF packaged food positioned for weight management
is also likely to be patronised even by individuals with a normal weight as a preventive
measure against obesity.
Threatening FF packaged food are consumer health supplements which are also convenient
sources of various nutrients. Another are superfoods such flaxseed, quinoa and chia seeds,
amongst others, which can be added to food and beverages to increase the nutritional
content.
FF sweet biscuits is expected to record the highest value CAGR of 10% at constant 2016
prices over the forecast period. Its affordability will continue to assist its growth as it makes FF
sweet biscuits accessible to all income groups. Mothers are also likely to be continually be
attracted to FF sweet biscuits as a convenient way to improve their childs nutritional intake
especially if a youngster is a picky eater or averse to taking vitamin supplements.
The prime positioning used in FF milk formula is expected to continue to evolve away from
brain health and memory. More brands are likely to explore other positioning, such as overall
development or energy boosting, as there is an increasing awareness amongst parents that
mental intelligence alone is often not sufficient to bring up a successful child.

CATEGORY DATA
Table 1 Sales of Fortified/Functional Packaged Food by Category: Value 2011-2016

PHP million
2011 2012 2013 2014 2015 2016

FF Baby Food 30,098.5 30,746.7 31,806.2 33,109.3 34,506.0 35,925.1


- FF Milk Formula 30,098.5 30,746.7 31,806.2 33,109.3 34,506.0 35,925.1
- FF Prepared Baby Food - - - - - -
FF Breakfast Cereals 1,722.9 1,845.3 1,973.2 2,120.6 2,284.6 2,460.3
FF Bread - - - - - -
FF Confectionery 3,761.4 3,823.5 3,925.0 4,034.5 4,175.2 4,345.4
- FF Chocolate - - - - - -
Confectionery
- FF Chewing Gum 224.6 244.8 252.1 242.0 237.2 234.8
-- FF Sugar-free 224.6 244.8 252.1 242.0 237.2 234.8
Chewing Gum
-- FF Sugarised Chewing - - - - - -
Gum
- FF Sugar Confectionery 3,536.9 3,578.8 3,672.9 3,792.5 3,938.1 4,110.6
-- FF Sugar-free Sugar 202.8 194.7 187.3 184.9 186.2 189.9
Confectionery

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-- FF Sugarised Sugar 3,334.1 3,384.1 3,485.6 3,607.6 3,751.9 3,920.7


Confectionery
FF Dairy 20,639.4 21,755.0 22,812.9 23,891.4 23,866.4 23,877.2
- FF Cheese 1,451.5 1,529.9 1,615.6 1,694.7 1,788.0 1,879.1
- FF Dairy-based Yoghurt 5,198.6 5,559.1 5,838.2 6,100.3 6,343.9 6,628.6
-- FF Drinking Yoghurt 5,157.4 5,492.6 5,767.2 6,026.7 6,267.8 6,549.9
-- FF Spoonable Yoghurt 41.2 66.5 71.0 73.6 76.1 78.7
-- Total Probiotic 5,157.4 5,492.6 5,767.2 6,026.7 6,267.8 6,549.9
Yoghurt
- FF Flavoured Milk 1,906.5 1,996.1 2,086.0 2,188.2 2,297.6 2,401.0
Drinks
- FF Fromage Frais and - - - - - -
Quark
- FF Margarine and 3,933.0 4,180.7 4,420.5 4,697.3 4,940.8 5,226.1
Spreads
- FF Milk 848.4 866.6 887.1 894.8 1,011.6 1,133.5
-- FF Reduced Fat Milk 55.4 59.6 63.9 65.8 75.7 85.3
-- FF Standard Milk 793.0 807.1 823.2 829.0 935.9 1,048.2
- FF Powder Milk 7,301.3 7,622.6 7,965.6 8,316.1 7,484.5 6,608.8
FF Pasta - - - - - -
FF Sweet Biscuits, 1,606.0 1,766.5 1,934.2 2,108.2 2,295.7 2,490.8
Snack Bars and Fruit
Snacks
- FF Sweet Biscuits 1,605.4 1,765.9 1,933.7 2,107.7 2,295.3 2,490.4
- FF Snack Bars 0.7 0.6 0.6 0.5 0.4 0.4
-- FF Cereal Bars - - - - - -
-- FF Energy Bars 0.7 0.6 0.6 0.5 0.4 0.4
FF Vegetable and Seed Oil - - - - - -
Fortified/Functional 57,828.2 59,937.1 62,451.5 65,263.9 67,127.9 69,098.8
Packaged Food
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 2 Sales of Fortified/Functional Packaged Food by Category: % Value Growth


2011-2016

% current value growth


2015/16 2011-16 CAGR 2011/16 Total

FF Baby Food 4.1 3.6 19.4


- FF Milk Formula 4.1 3.6 19.4
- FF Prepared Baby Food - - -
FF Breakfast Cereals 7.7 7.4 42.8
FF Bread - - -
FF Confectionery 4.1 2.9 15.5
- FF Chocolate Confectionery - - -
- FF Chewing Gum -1.0 0.9 4.6
-- FF Sugar-free Chewing Gum -1.0 0.9 4.6
-- FF Sugarised Chewing Gum - - -
- FF Sugar Confectionery 4.4 3.1 16.2
-- FF Sugar-free Sugar Confectionery 2.0 -1.3 -6.4
-- FF Sugarised Sugar Confectionery 4.5 3.3 17.6
FF Dairy 0.0 3.0 15.7
- FF Cheese 5.1 5.3 29.5
- FF Dairy-based Yoghurt 4.5 5.0 27.5
-- FF Drinking Yoghurt 4.5 4.9 27.0
-- FF Spoonable Yoghurt 3.4 13.8 91.1
-- Total Probiotic Yoghurt 4.5 4.9 27.0
- FF Flavoured Milk Drinks 4.5 4.7 25.9

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- FF Fromage Frais and Quark - - -


- FF Margarine and Spreads 5.8 5.8 32.9
- FF Milk 12.1 6.0 33.6
-- FF Reduced Fat Milk 12.7 9.0 54.0
-- FF Standard Milk 12.0 5.7 32.2
- FF Powder Milk -11.7 -2.0 -9.5
FF Pasta - - -
FF Sweet Biscuits, Snack Bars and 8.5 9.2 55.1
Fruit Snacks
- FF Sweet Biscuits 8.5 9.2 55.1
- FF Snack Bars -11.5 -10.4 -42.3
-- FF Cereal Bars - - -
-- FF Energy Bars -11.5 -10.4 -42.3
FF Vegetable and Seed Oil - - -
Fortified/Functional Packaged Food 2.9 3.6 19.5
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 3 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value


2011-2016

% retail value rsp


2011 2012 2013 2014 2015 2016

Vitamins & Minerals 100.0 100.0 100.0 100.0 100.0 100.0


Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 4 Key Functional Ingredients in Fortified/Functional Bread: % Value 2011-2016

2011 2012 2013 2014 2015 2016

Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 5 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: %


Value 2011-2016

% retail value rsp


2011 2012 2013 2014 2015 2016

Herb extracts 49.6 49.5 49.4 49.3 49.2 49.1


Menthol 50.4 50.5 50.6 50.7 50.8 50.9
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 6 Key Functional Ingredients in Fortified/Functional Flavoured Milk Drinks: %


Value 2011-2016

% retail value rsp


2011 2012 2013 2014 2015 2016

Vitamins and calcium 55.4 56.4 57.0 57.2 57.4 57.5

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Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 7 Key Functional Ingredients in Fortified/Functional Milk: % Value 2011-2016

% retail value rsp


2011 2012 2013 2014 2015 2016

Vitamins and calcium 17.3 17.8 18.0 18.2 18.4 18.6


Vitamins and zinc 73.8 73.0 72.8 72.6 72.4 72.2
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 8 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value


2011-2016

% retail value rsp


2011 2012 2013 2014 2015 2016

Vitamins and minerals 100.0 100.0 100.0 100.0 100.0 100.0


Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 9 Sales of Fortified/Functional Dairy-based Yoghurt by Standard Fat vs


Reduced Fat: % Value 2011-2016

% retail value rsp


2011 2012 2013 2014 2015 2016

Reduced Fat 0.8 1.3 1.4 1.5 1.6 1.7


Standard Fat 99.2 98.7 98.6 98.5 98.4 98.3
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 10 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2012-


2016

% retail value rsp


Company 2012 2013 2014 2015 2016

Mead Johnson 24.8 25.4 25.6 25.9 26.3


Philippines Inc
Nestl Philippines Inc 25.2 25.4 24.9 22.9 21.7
Wyeth Philippines Inc 12.2 12.1 12.0 12.2 12.3
Yakult Philippines Inc 7.3 7.6 8.4 9.2 9.4
Magnolia Inc 6.8 6.9 7.0 7.2 7.4
Universal Robina Corp 4.4 4.3 4.3 4.3 4.4
Fonterra Brands (Phils) 3.7 3.4 3.1 3.1 3.2
Inc
Kraft Foods 3.7 2.1 2.1 2.2 2.2
(Philippines) Inc
Mondelez Philippines Inc - 1.7 1.7 1.8 1.8
Abbott Laboratories 2.2 1.8 1.5 1.5 1.4

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(Phils) Inc
Delfi Foods Philippines 1.1 1.2 1.2 1.3 1.4
Inc
Republic Biscuit Corp 0.9 0.9 1.0 1.0 1.0
San Miguel Pure Foods 0.9 0.9 0.9 1.0 1.0
Co Inc
Liwayway Marketing Corp 0.6 0.6 0.6 0.7 0.7
Kellogg Co 0.7 0.7 0.7 0.7 0.7
RFM Corp 0.3 0.3 0.2 0.3 0.3
Alaska Milk Corp 0.0 0.0 0.3 0.3 0.3
Wrigley Philippines Inc 0.3 0.3 0.3 0.2 0.2
San Pablo Mfg Corp 0.2 0.2 0.2 0.1 0.1
Ricola AG 0.1 0.1 0.1 0.1 0.1
Royal FrieslandCampina NV 0.4 - - - -
Nutridel Food Corp - - - - -
Dumex Philippines Inc - - - - -
Cadbury Schweppes - - - - -
(Philippines)
Royal Friesland Foods NV - - - - -
Cadbury Adams - - - - -
Philippines Inc
Others 4.2 4.1 3.9 4.0 4.0
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 11 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2013-


2016

% retail value rsp


Brand (GBO) Company (NBO) 2013 2014 2015 2016

Lactum (Mead Mead Johnson 12.6 13.4 13.8 14.0


Johnson Nutrition Co) Philippines Inc
Nido (Nestl SA) Nestl Philippines Inc 9.1 9.4 10.1 10.5
Yakult (Yakult Yakult Philippines Inc 7.6 8.4 9.2 9.4
Honsha Co Ltd)
Star (San Miguel Magnolia Inc 6.0 6.1 6.3 6.5
Corp)
Enfamil (Mead Mead Johnson - - 5.2 5.2
Johnson Nutrition Co) Philippines Inc
Maxx (JG Summit Universal Robina Corp 4.3 4.3 4.3 4.4
Holdings Inc)
Promil (Nestl SA) Wyeth Philippines Inc 3.4 3.3 3.4 3.4
Nestogen (Nestl SA) Nestl Philippines Inc 3.4 3.3 3.3 3.3
Anlene (Fonterra Co- Fonterra Brands (Phils) 3.1 3.1 3.1 3.2
operative Group Ltd) Inc
Alacta (Mead Mead Johnson 3.0 3.0 3.0 3.0
Johnson Nutrition Co) Philippines Inc
S-26 (Nestl SA) Wyeth Philippines Inc 2.8 2.7 2.7 2.8
Chuckie (Nestl SA) Nestl Philippines Inc 2.5 2.6 2.6 2.7
Enfagrow (Mead Mead Johnson 2.5 2.6 2.6 2.7
Johnson Nutrition Co) Philippines Inc
Bonamil (Nestl SA) Wyeth Philippines Inc 2.3 2.3 2.3 2.3
Nan (Nestl SA) Nestl Philippines Inc 2.2 2.2 2.2 2.2
Cheez Whiz (Kraft Kraft Foods - - 2.2 2.2
Heinz Co) (Philippines) Inc
Progress (Nestl SA) Wyeth Philippines Inc 1.5 1.5 1.5 1.6
Sustagen (Mead Mead Johnson 1.8 1.5 1.3 1.3

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Johnson Nutrition Co) Philippines Inc


Bonakid (Nestl SA) Wyeth Philippines Inc 1.1 1.2 1.2 1.3
Similac Gain Abbott Laboratories - - 1.3 1.2
(Abbott (Phils) Inc
Laboratories Inc)
Bear Brand (Nestl Nestl Philippines Inc 2.5 1.8 1.1 1.2
SA)
Frootees Republic Biscuit Corp 0.9 1.0 1.0 1.0
Magnolia (San San Miguel Pure Foods 0.9 0.9 1.0 1.0
Miguel Corp) Co Inc
Tiger (Mondelez Mondelez Philippines Inc 0.8 0.9 0.9 1.0
International Inc)
Bonna (Nestl SA) Wyeth Philippines Inc 1.0 0.9 1.0 1.0
Dari Creme (San Magnolia Inc 0.9 0.9 0.9 1.0
Miguel Corp)
Halls (Mondelez Mondelez Philippines Inc 0.8 0.8 0.8 0.8
International Inc)
Oishi Liwayway Marketing Corp 0.6 0.6 0.7 0.7
Koko Krunch (Cereal Nestl Philippines Inc 0.5 0.6 0.6 0.6
Partners Worldwide
SA)
Honey Stars (Cereal Nestl Philippines Inc 0.4 0.5 0.5 0.5
Partners Worldwide
SA)
Knick Knacks (Petra Delfi Foods Philippines 1.2 1.2 1.3 -
Foods Ltd) Inc
Enfalac (Mead Mead Johnson 4.9 4.7 - -
Johnson Nutrition Co) Philippines Inc
Cheez Whiz (Kraft Kraft Foods 2.1 2.1 - -
Foods Group, Inc) (Philippines) Inc
Gain (Abbott Abbott Laboratories 1.3 1.3 - -
Laboratories Inc) (Phils) Inc
Enfapro (Mead Mead Johnson 0.5 0.5 - -
Johnson Nutrition Co) Philippines Inc
Others Others 11.1 10.5 8.5 8.0
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 12 LBN Brand Shares of Fortified/Functional Bread: % Value 2013-2016

Brand (GBO) Company (NBO) 2013 2014 2015 2016

Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 13 Distribution of Fortified/Functional Packaged Food by Format: % Value 2011-


2016

% retail value rsp


2011 2012 2013 2014 2015 2016

Store-Based Retailing 99.7 99.7 99.7 99.7 99.8 99.7


- Grocery Retailers 88.1 88.2 88.4 88.7 88.8 88.7
-- Modern Grocery 65.0 65.4 65.9 66.5 67.1 67.7
Retailers
--- Convenience Stores 1.8 1.6 1.6 1.6 1.6 1.6

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--- Discounters - - - - - -
--- Forecourt Retailers 0.1 0.1 0.1 0.1 0.1 0.1
--- Hypermarkets 5.9 6.0 6.5 7.0 7.5 8.0
--- Supermarkets 57.2 57.7 57.8 57.9 57.9 58.0
-- Traditional Grocery 23.1 22.9 22.5 22.2 21.7 21.0
Retailers
--- Food/drink/tobacco - - - - - -
specialists
--- Independent Small 17.4 17.5 17.4 17.3 17.2 17.1
Grocers
-- Other Grocery 5.7 5.4 5.1 4.9 4.5 4.0
Retailers
- Non-Grocery Specialists 11.6 11.5 11.3 11.0 11.0 11.0
Non-Store Retailing 0.3 0.3 0.3 0.3 0.3 0.3
- Vending - - - - - -
- Homeshopping - - - - - -
- Internet Retailing - - - - - -
- Direct Selling 0.3 0.3 0.3 0.3 0.3 0.3
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 14 Forecast Sales of Fortified/Functional Packaged Food by Category: Value


2016-2021

PHP million
2016 2017 2018 2019 2020 2021

FF Baby Food 35,925.1 36,607.8 37,380.0 38,537.7 39,953.1 41,579.1


- FF Milk Formula 35,925.1 36,607.8 37,380.0 38,537.7 39,953.1 41,579.1
- FF Prepared Baby Food - - - - - -
FF Breakfast Cereals 2,460.3 2,615.3 2,811.4 3,046.1 3,314.3 3,617.1
FF Bread - - - - - -
FF Confectionery 4,345.4 4,382.3 4,449.6 4,527.8 4,611.1 4,698.4
- FF Chocolate - - - - - -
Confectionery
- FF Chewing Gum 234.8 222.8 215.3 211.5 208.3 205.6
-- FF Sugar-free 234.8 222.8 215.3 211.5 208.3 205.6
Chewing Gum
-- FF Sugarised Chewing - - - - - -
Gum
- FF Sugar Confectionery 4,110.6 4,159.5 4,234.3 4,316.3 4,402.8 4,492.8
-- FF Sugar-free Sugar 189.9 194.0 198.4 203.5 208.9 214.7
Confectionery
-- FF Sugarised Sugar 3,920.7 3,965.5 4,035.8 4,112.8 4,193.8 4,278.2
Confectionery
FF Dairy 23,877.2 24,484.1 25,096.3 25,716.9 26,341.1 26,961.3
- FF Cheese 1,879.1 1,897.9 1,913.1 1,922.7 1,928.5 1,930.4
- FF Dairy-based Yoghurt 6,628.6 6,742.3 6,889.6 7,067.1 7,262.9 7,478.5
-- FF Drinking Yoghurt 6,549.9 6,661.2 6,807.8 6,984.8 7,180.3 7,395.7
-- FF Spoonable Yoghurt 78.7 81.1 81.9 82.3 82.6 82.7
-- Total Probiotic 6,549.9 6,661.2 6,807.8 6,984.8 7,180.3 7,395.7
Yoghurt
- FF Flavoured Milk 2,401.0 2,461.0 2,534.8 2,616.0 2,704.9 2,802.3
Drinks
- FF Fromage Frais and - - - - - -
Quark
- FF Margarine and 5,226.1 5,372.5 5,506.8 5,633.4 5,751.7 5,861.0
Spreads

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- FF Milk 1,133.5 1,236.4 1,342.4 1,450.8 1,560.8 1,671.2


-- FF Reduced Fat Milk 85.3 93.8 102.7 112.0 121.5 131.2
-- FF Standard Milk 1,048.2 1,142.6 1,239.7 1,338.9 1,439.3 1,540.0
- FF Powder Milk 6,608.8 6,774.0 6,909.5 7,026.9 7,132.3 7,217.9
FF Pasta - - - - - -
FF Sweet Biscuits, 2,490.8 2,714.9 2,972.7 3,270.0 3,613.3 4,010.7
Snack Bars and Fruit
Snacks
- FF Sweet Biscuits 2,490.4 2,714.5 2,972.4 3,269.6 3,612.9 4,010.4
- FF Snack Bars 0.4 0.4 0.3 0.3 0.3 0.3
-- FF Cereal Bars - - - - - -
-- FF Energy Bars 0.4 0.4 0.3 0.3 0.3 0.3
FF Vegetable and Seed Oil - - - - - -
Fortified/Functional 69,098.8 70,804.3 72,710.1 75,098.5 77,832.9 80,866.7
Packaged Food
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 15 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value


Growth 2016-2021

% constant value growth


2016/2017 2016-21 CAGR 2016/21 TOTAL

FF Baby Food 1.9 3.0 15.7


- FF Milk Formula 1.9 3.0 15.7
- FF Prepared Baby Food - - -
FF Breakfast Cereals 6.3 8.0 47.0
FF Bread - - -
FF Confectionery 0.8 1.6 8.1
- FF Chocolate Confectionery - - -
- FF Chewing Gum -5.1 -2.6 -12.4
-- FF Sugar-free Chewing Gum -5.1 -2.6 -12.4
-- FF Sugarised Chewing Gum - - -
- FF Sugar Confectionery 1.2 1.8 9.3
-- FF Sugar-free Sugar Confectionery 2.2 2.5 13.0
-- FF Sugarised Sugar Confectionery 1.1 1.8 9.1
FF Dairy 2.5 2.5 12.9
- FF Cheese 1.0 0.5 2.7
- FF Dairy-based Yoghurt 1.7 2.4 12.8
-- FF Drinking Yoghurt 1.7 2.5 12.9
-- FF Spoonable Yoghurt 3.0 1.0 5.1
-- Total Probiotic Yoghurt 1.7 2.5 12.9
- FF Flavoured Milk Drinks 2.5 3.1 16.7
- FF Fromage Frais and Quark - - -
- FF Margarine and Spreads 2.8 2.3 12.1
- FF Milk 9.1 8.1 47.4
-- FF Reduced Fat Milk 10.0 9.0 53.8
-- FF Standard Milk 9.0 8.0 46.9
- FF Powder Milk 2.5 1.8 9.2
FF Pasta - - -
FF Sweet Biscuits, Snack Bars and 9.0 10.0 61.0
Fruit Snacks
- FF Sweet Biscuits 9.0 10.0 61.0
- FF Snack Bars -6.3 -3.0 -14.0
-- FF Cereal Bars - - -
-- FF Energy Bars -6.3 -3.0 -14.0
FF Vegetable and Seed Oil - - -
Fortified/Functional Packaged Food 2.5 3.2 17.0

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Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Euromonitor International