Filipino households are buying more seasoning and recipe mixes from sari-sari stores, the latest Sari IQ report by Packworks showed.
The study reveals that sales of seasoning mix items grew by 80 percent compared to the previous year, while recipe mix sales surged by 72 percent. Additionally, seasoning mix was sold in 69 percent more sari-sari stores, while recipe mix saw an even greater reach, expanding to 79 percent more locations.
These trends reflect the resourcefulness of Filipino households, who are stretching their budgets by buying cost-effective additives to enhance cheaper ingredients sourced from wet markets. As prices continue to rise, many Filipinos find ways to make their money go further.
"The resilience of Filipinos shines through in the way they adapt their purchasing habits to make ends meet. These insights highlight not only the shifting preferences of sari-sari store customers but also their enduring ingenuity in navigating economic challenges," said Andoy Montiel, Packworks Chief Data Officer.
The report also showed that the Bicol region (Region 5) recorded the highest sales growth this year, with over P616 million in gross merchandise value (GMV) from sari-sari store transactions this year, moving up four positions compared to 2023.
Compared to last year’s study, Calabarzon (Region 4A) (P 1.9 billion), Central Luzon (Region 3) (P1.02 billion), Cagayan Valley (Region 2) (P979 million), Ilocos Region (Region 1) (P811 million), and Central Visayas (Region 7) (P695 million) remained the top regions with the highest GMV.
"The sales growth in Bicol can be attributed to the increase in the number of sari-sari stores in our network in the region," Montiel explained. "Additionally, we've observed that rural, agriculture-based regions like Bicol remain more dependent on sari-sari stores than modern trade stores such as groceries."
Packworks compiled the findings from its network of over 300,000 sari-sari stores nationwide through its business intelligence tool Sari IQ. Launched in 2022, it utilizes data analytics to understand and predict consumer behavior, enabling retailers and multinational brands to make data-driven decisions that boost sales for sari-sari store owners and expand their product offerings to a larger customer base.
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