This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits.

Cider/perry remains a niche category in the Philippines, competing closely with other alcoholic drinks, such as beer and RTDs, which have a more established distribution and broader consumer base. The category is made up entirely of cider, as perry remain negligible. Overall, cider/perry witnessed a stronger pace of volume growth in 2024, as players made improvements to distribution in retail and the on-trade channel. Magners and Somersby expanded their presence in membership supermarkets like L

Volume sales of spirits in the Philippines reported steady growth in 2024, buoyed by stronger domestic demand for local spirits in brandy, gin, and rum. The improving economy had a positive impact on disposable incomes, driving stronger demand for spirits. Enhancements to the distribution and advertising strategies of major players also supported category performance.

Cigarette sales in the Philippines witnessed further decline in 2024 as consumers continued to reduce consumption. Ongoing price increases due to taxation and efforts to promote heated tobacco led to a decline in demand, curbing volume sales. Philip Morris Fortune Tobacco Corp, the category leader, continued to campaign heavily for its heated tobacco device, Iqos, as part of its global strategy to promote reduced-harm products. The campaign to achieve a smoke-free Philippines has seen the player

Volume sales of beer in the Philippines increased steadily in 2024, driven by wide distribution and the marketing campaigns of incumbent players, including both above-the-line (TV, outdoor, radio) and below-the-line (direct , digital etc..) media. Leading beer brands Red Horse and San Miguel Pale Pilsen remain hugely popular in the Philippines where they are consumed at events and special occasions, as well as during casual drinking occasions at-home. Marketing efforts to support these brands un

Wine in the Philippines posted another year of robust volume growth in 2024, with the on-trade showing a stronger performance. Incumbent players such as Bel Mondo Italia Corp and Emperador Distillers Inc have expanded distribution in modern retail channels and leveraged social media marketing to positive effect. Consumer awareness of wine is rising well in the Philippines, driving sustained growth across the review period.

Tobacco in the Philippines witnessed further decline in volume terms over 2024, in line with the falling smoking prevalence. The higher excise tax on cigarettes pushed up retail prices and deterred consumption, especially among the many consumers still facing high costs of living. Economy cigarette brands performed well in 2024 as many consumers remained cautious with spending and dealt with tighter household budgets. With consumers shifting away from cigarettes, the key players JT International

Alcoholic drinks in the Philippines continued to see robust volume growth in 2024, supported by a gradually improving economy, which had a positive impact on consumer spending. The pace of volume growth in alcoholic drinks picked up slightly on the previous year, although total volume sales remained below pre-pandemic levels. Strong sales in beer, RTDs, and spirits benefited from the marketing and distribution efforts of major players, namely San Miguel Brewery, Ginebra San Miguel, Tanduay Disti

Cigars and cigarillos have been largely unaffected by the challenges faced by the broader tobacco industry in the Philippines. As niche products, these cigars and cigarillos continue to resonate with locals leading to steady growth in volume and value terms. Locals perceive these products to be a more sophisticated and upscale option compared to cigarettes. Affluent cigar smokers continuing to make cigars and cigarillos part of their lifestyles amid challenging economic conditions. However, smok

Smokeless tobacco, e-vapour products and heated tobacco in the Philippines has benefited from regulatory efforts in recent years. The proliferation of legislation that oversees the production and sale of vapour products spurred demand for closed vaping systems and heated tobacco in 2024. RA 11900, or the Vaporized Nicotine and Non-Nicotine Products Regulation Act (the Vape Law) cemented the support of the Philippine government in regulating e-vapour products and heated tobacco, and in doing so a

RTDs registered a second year of solid volume growth in 2024 reflecting the rising consumer interest in spirit-based RTDs. Indeed, spirit-based RTDs remained faster growing category compared to wine-based RTDs as incumbent players in the former are heavily supporting brands like Smirnoff Mule and Lemon-Do with high-impact marketing strategies that appeal to younger adult drinkers. Competition intensified in the second half of the year as Pepsi-Cola Products Philippines Inc launched HARD Mountain

The demand for eyewear continues to rise in the Philippines in 2025 driven by multiple factors. These include new technological developments and innovations such as integrating digital features and offering an increasing variety of spectacles that are more aesthetic and which address specific eye health needs. Sales are also benefiting from population growth and digitalisation with more consumers suffering from conditions such as myopia, eye strain and dry eyes due to increasing exposure to digi

Sales of spectacles are seeing moderate growth in current value terms in 2025 supported by the Philippines’ expanding population, urbanisation and more consumers being diagnosed with eye-related concerns. This is linked to the expanding population of older consumers whose eyesight often deteriorates with age. However, the country is also seeing an increase in eye-related concerns for younger consumers. This is linked to the increasing amount of time these consumers are spending in front of digit

Contact lenses and solutions in the Philippines is seeing more stable growth in current value terms in 2025, after the highs of the previous two years. Nonetheless, sales continue to enjoy strong growth in value and volume terms driven in part by greater accessibility. Accelerated urbanisation has led to the emergence of a growing number of optical goods stores, are which located in previously underserved areas outside the three major cities of Quezon, Manila, and Caloocan. These optical goods s

The Philippines has continued to experience unusually warm weather conditions which has benefited sales of sunglasses, with the category seeing strong growth in value and volume terms in 2025. According to the latest data from the Philippines’ Atmospheric, Geophysical and Astronomical Services Administration, 2024 was the hottest year on record, outperforming 1998. As consumers lead increasingly busy lifestyles and social habits change, consumers are needing to go out more and thus there is a gr

Consumer Lifestyles provides valuable insights into the key attitudes and current perspectives of consumers, and how these influence their purchasing and consumption behaviours. It quantifies consumer behaviours, preferences and motivations, aligning them with broader trends.

In 2024, current value sales of homewares in the Philippines registered robust growth as local consumers continued to invest in enhancing at-home cooking and dining experiences. This trend was supported by an influx of both international and domestic brands, which thereby expanded product variety and accessibility. The entry of Australian retailer Anko into Glorietta 2 introduced a diverse range of contemporary table linens, cutlery sets, and storage solutions, all positioned at affordable price

Home furnishings experienced robust current value sales growth in the Philippines in 2024, driven by evolving consumer preferences and design trends. Interior design experts noted a shift towards warm, organic colour palettes, particularly earthy browns and muted greens, combined with natural, tactile materials such as bouclé. These elements bring a balance of contemporary style and comfort to home interiors. Local consumers increasingly prioritised multifunctional furniture, such as modular sea

In 2024, home and garden in the Philippines experienced moderate growth across all categories. Gardening continued to expand as pandemic-inspired interest in indoor and balcony planting endured, supported by initiatives such as San Miguel Corporation’s Backyard Bukid and the DILG’s Kalinisan Day. Climate considerations and urban greening efforts drove increased demand for trees, shrubs, and protected-environment horticulture.

Current value sales of home improvement increased in 2024, driven by a surge in renovation activities among homeowners, supported by residential construction and the expansion of retailer networks. Media features such as the Philippine Daily Inquirer’s “Elevate Your Home This 2024” series inspired a wave of DIY projects, including bathroom upgrades and decorative accent wall installations. Specialist retailers like Wilcon Depot generated interest by participating in industry events such as WORLD

In 2024, gardening current value sales in the Philippines registered growth, primarily driven by sustained interest that originated during the COVID-19 pandemic. During this time, many Filipinos turned to indoor and balcony gardening, boosting demand for ornamental plants, seeds, and growing media. This trend has been further supported by urban agriculture initiatives from both government and private entities. Programmes such as San Miguel Corporation’s Backyard Bukid and the Department of the I

Sun care in the Philippines witnessed dynamic growth in retail volume and value terms over 2024. There is growing consumer awareness about the harmful effects of prolonged sun exposure and the adverse effects of unseen UVA and UVB rays on the skin. The hot climate in the Philippines combined with unusually high temperatures in 2024 has boosted demand for sun protection. In addition, consumers are keen to use sun protection to improve the appearance and health of the skin. While Filipino consumer

Bath and shower in the Philippines registered stronger retail volume growth in 2024 with sales fully recovering to post-pandemic levels. Filipinos have placed higher importance on personal hygiene since the COVID-19 pandemic, as maintaining good hygiene is believed to help protect against getting potential diseases. The unusually hot weather conditions in 2024 was a key factor boosting demand for bath and shower products. In provincial areas where air-conditioning is less prevalent, and the humi

Fragrances saw strong growth in the Philippines with retail volume and value sales rising by double-digits in 2024. Filipinos are enjoying more social and active lifestyles in the post-pandemic era leading to stronger demand for fragrances. The rising middle-income classes in the Philippines and improved access to credit facilities across the country, is also driving demand for fragrances. Fragrances appeal to a wide audience of consumers within the country ranging from those living in provincia