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I.

Industry Analysis – Beverage Industry

• Philippine food and beverage companies are making a 
 beeline for

regional overseas markets like New Zealand.

• The Philippines relies almost entirely on imports for its dairy products. In

2010, the country received almost 50 per cent of its dairy imports, cheese,

milk, milk powder and dairy-based bakery, from New Zealand, valued at

US$729 million.

• The market is seeing players like Del Monte, Coca Cola, 
 San Mig, Pepsi,

Magnolia, Nestle, Alaska, Royal Tru and Etc.

• The price stability throughout the year has 
 contributed to the increase in

domestic liquor 
 sales.

• The Food and Beverage Industry is projected to 
 have overall growth

between 8 -8.5

• The Philippines' population is growing by around 2 percent annually,

reaching nearly 100 million, leading to an increasing demand for food and

beverage products.(iv) Personal consumption expenditure jumped to 7 per

cent in the fourth quarter of 2010.(v)

• Filipinos eat up to five times a day and frequently snack. The youth-

oriented market - around 35 percent of the population is under 15 years

old - is fond of attractive packaging and sweetened food and beverages.

• Food and beverage imports into the Philippines totalled $5.9 billion in

2010, divided mainly among cereal, dairy and food preparation products.
Wilkins, Summit, Vival, 1.5 Nature'
3.5 2.6 Hiddens
Abosolute Spring,
Spring,
, 3.6 1.23.9

Others,
83.7

Brand Shares (by Global Name)-Historic-Off-trade-Volume-% breakdown-


Philippines-Bottled Water-2013
© 2014 Euromonitor International
Blend Nesvita, Others, San Mig
43, 2.6 1.9 8.1 Coffe, 1.3
Lipton,
2.8
Great
Taste, 8.3 Nescafe,
38.5
Milo,
15.2
Kopiko,
20 Ovaltine,
1.2
Brand Shares (by Global Name)-Historic-Off-trade-Volume-% breakdown-
Philippines-Hot drinks-2013
© 2014 Euromonitor International

Coca-
Cola, Pop Cola,
14.8 5.4
Others, 49 Cobra, 5.1
Del
Monte,
4.84.7
Tang,
Sprite, 4.3
Royal Tru-
Orange,
Nestea, Pepsi, 4 4.2
Brand Shares (by 3.7Name)-Historic-Off-trade-Volume-%
Global breakdown-
Philippines-Soft Drinks-2013
© 2014 Euromonitor International
Culinary
Blend 43 Kdo Others San Mig
Great
Exhange
3% 0% 3% Coffee
Taste
0% 2%
11%
Maxwell
House
0%

Kopiko Nescafe
27% 52%

San
Miguel
Brand Shares2%(by Global Name)-Historic-Off-trade-Volume-% breakdown-
Philippines-Coffee-2013
© 2014 Euromonitor International

33% Sunquick
Private Label
Others
62%

5%
Brand Shares (by Global Name)-Historic-Off-trade-Volume-% breakdown-
Philippines-Concentrates-2013
© 2014 Euromonitor International

Others
Sunkist 24% Del Monte
3% 24%

Eight Gina
Zest-O
O'Clock 3%
18%
4%
Big 250
5% Plus Sun Glo Tropicana
5% 6% 8%
Brand Shares (by Global Name)-Historic-Off-trade-Volume-% breakdown-
Philippines-Juice-2013
© 2014 Euromonitor International
Hershey's, Quker,
Ovaltine, Others,
0.5 Enervon, Chocoquic
6.10.2 Ricoa, 1 2.3 1.9 k, 1
Nesvita,
9.7
Swiss
Miss, 1.1

Milo, 76.2

Brand Shares (by Global Name)-Historic-Off-trade-Volume-% breakdown-


Philippines-Other-Hot-Drinks-2013
© 2014 Euromonitor International

Coffee
House,
Others, 2.1
16

Pokka, 16

Nescafe,
77.5
Brand Shares (by Global Name)-Historic-Off-trade-Volume-% breakdown-
Philippines-RTD-Coffee-2013
© 2014 Euromonitor International

Others, ONE, 5.5 Nestea, 4 Pokka, 2.9


0.9
Lipton, 6
Sola, 0
Real Leaf,
6
Magnolia,
2.8
C2, 71.9

Brand Shares (by Global Name)-Historic-Off-trade-Volume-% breakdown-


Philippines-RTD-Tea-2013
© 2014 Euromonitor International
0% 0% Sales
1% 1% 0%
Powerade
20% Cobra
Samurai
0%
Sting
54% Pocari Sweat
23% Gatorade
Red Bull
150 Plus
1%
Brand Shares (by Global Name)-Historic-Off-trade-Volume-% breakdown-
Philippines-Sptorts-&-Energy-Drinks-2013
© 2014 Euromonitor International
Twinings,
1.5
Celestial
Seasoning Others,
s, 2.9 21.8
Lipton,
Gourment 42.5
s, 3.1

Gold Leaf, Healthy


Lyons, 5.6
17 Iifestyles
Charantia, Ampalaya
3.7 Bonea, 0.5 Tea, 1.4
Brand Shares (by Global Name)-Historic-Off-trade-Volume-% breakdown-
Philippines-Tea-2013
© 2014 Euromonitor International
Competitor Analysis

Direct Competitors

Tropicana Twister Fruit Burst

Pepsi-Cola Products Philippines, Inc, (8% market share)

Tropicana Twister Fruit Burst offers a deliciously twisted combination of fruit

flavors. It is a variant that comes with real pineapple cubes. It comes in plastic

bottles that are available in 355ml and 1 liter. Suggested retail price for both

355ml and 1 liter are P22.50 and P52.00 per bottle respectively. Tropicana

Twisters is distributed and sold in any convenience stores, local groceries,

supermarkets, and hypermarkets. Tropicana twister is advertised through print

ads and TV commercials.

Basis for competition

Tropicana Twister fruit burst offers the same concept of combined fruit

juice flavors. Also, Tropicana has add-ins, specifically real pineapple cubes which

can be chewed while drinking the fruit juice.


Indirect Competitors

Mogu Mogu

Mogu Mogu is a single fruit flavored juice drink that offers a variety of

flavors and is infused with nata de coco. These flavors include coconut, lychee,

peach, pineapple, mango, orange, strawberry and grapes. Bottle sizes come in

320ml and 1 liter with only mango, lychee, grapes and coconut are the only

flavors available in the 1 liter. A 320ml bottle would range from P25-30

depending on where you bought it while a 1-liter bottle would cost arounf P70-75.

Mogu mogu is distributed in convenience stores, local groceries, super markets,

hypermarkets and many other establishments.

Complete list of places:

7-ELEVEN

MINI STOP

SM SUPERMARKETS AND HYPERMARKETS

ROBINSONS SUPERMARKETS

RUSTANS AND SHOPWISE

PUREGOLD SUPERMARKETS

SUPER 8 SUPERMARKETS

MERCURY DRUG STORES

STA LUCIA SUPERMARKETS

SUPER8 SUPERMARKETS

WALTERMART SUPERMARKETS

GAS STATIONS
CEBU PACIFIC

SEA AIR

WATSONS

TIGER AIR

BREADTALK

ELORDE GYMS

BONCHON CHICKEN

ICA

UST

ATENEO

PHILIPPINE SCIENCE

ST JUDE

ST PAUL'S

MAKATI MED

ST. LUKE'S HOSPITAL

MIRRIAM COLLEGE

MORE SCHOOLS, STORES AND RESTAURANTS!

NOW OUTSIDE METRO MANILA!

Baguio

Nueva Viscaya / Region 2

Pampanga

Davao
CDO

General Santos City

Laguna

Cavite

Bicol

Cebu / Visayas Region

For promotions, Mogu Mogu has done some TV advertisements. Also, in

2014, Mogu Mogu has launched 3 campaigns which are “Boom Boom Cap

Promo,” “Collect the Cap,” and “CAPtivating Art.”

Basis for Competition

Although not offering combined fruit flavors, Mogu Mogu is one of the few

fruit juices that infused sinkers, specifically nata de coco, into their drink.