The burgeoning e-commerce landscape in the Philippines, with its 113 million consumers, is becoming increasingly accessible to Vietnamese brands. However, success in this market requires a nuanced understanding of consumer trends, lifestyles, and purchasing habits.
The young adult demographic (aged 25-44), characterized by high internet proficiency and strong earning power driven by educational attainment, is fueling the remarkable growth of the Philippine e-commerce sector. This demographic also represents a key target market for Vietnamese food products, due to their increasing emphasis on healthy lifestyles and a preference for fresh, wholesome foods.
Outlined below are several Vietnamese food categories with strong potential to become staples in the daily lives of young Filipinos:
Coffee
The Philippines boasts a robust and long-standing coffee culture, with the average Filipino consuming 2.5 cups per day. However, the country faces a significant shortfall in domestic coffee production, necessitating imports to meet demand. Instant coffee, a popular source of energy in the Philippines, ranks as the fourth most purchased essential food item, following cigarettes.
Furthermore, coffee is arguably the most recognized Vietnamese culinary export in the Philippines. Vietnamese-style coffee, readily available in Manila’s coffee shops, has gained significant popularity. Vietnamese coffee products are also featured prominently on Shopee Philippines, the leading e-commerce platform. The widespread presence of Highlands Coffee, a popular Vietnamese coffee chain, further contributes to the familiarity and appeal of Vietnamese coffee among Filipinos.
Vietnamese instant coffee, with its rich and robust flavor profile, aligns well with local preferences. Moreover, Vietnamese coffee producers have demonstrated a knack for innovation, introducing unique and exciting flavor combinations, such as coconut coffee and egg coffee, which are likely to resonate with Filipino consumers. Coconut, in particular, is a beloved fruit in the Philippines, adding to the appeal of these innovative blends.
Tea and Chocolate
Young Filipinos are increasingly embracing tea, particularly in convenient formats like tea bags and bottled ready-to-drink options. This trend is driven by a growing preference for healthier beverages, especially suitable for Manila’s prolonged rainy season and hot summers. Filipino office workers, who value convenience, often consume tea at home or in the workplace. While the popularity of tea is rising, the current market for tea bags remains relatively homogenous, dominated by a few major brands.
This presents a significant opportunity for Vietnamese tea producers. Vietnam boasts a rich tea culture, thanks to its diverse geography encompassing both tropical and temperate climates. Moreover, recent investments in food processing technology have enabled the production of a wide variety of tropical fruit teas using modern methods such as freeze-drying. This technology preserves the fresh flavor of the tea while catering to the demand for convenience among Filipino consumers.
In addition to tea, chocolate also holds strong appeal in the Philippines, a legacy of Spanish colonial influence. Hot chocolate beverages are particularly popular, with organic chocolate gaining traction in the mid-to-high-end segment. Vietnamese producers can explore opportunities in this space by offering:
Innovative chocolate beverages: Developing unique and flavorful chocolate drinks, potentially incorporating local Vietnamese ingredients, can capture consumer interest.
Premium cocoa products: Highlighting the unique origins and quality of Vietnamese cocoa beans can differentiate their offerings in the market.
Organic and ethically sourced chocolate: Catering to the growing demand for sustainable and ethically produced chocolate.
Instant Noodles and Pho
Instant noodles experienced record sales growth in 2024 due to inflation and rising commodity prices in the Philippines. Vietnamese instant noodles already enjoy considerable popularity in the Philippines and are widely available on Shopee. This existing consumer base provides a strong foundation for further growth.
Furthermore, Pho, a quintessential Vietnamese dish, has gained significant traction in the Philippines. Pho Hoa, a prominent Vietnamese restaurant chain, boasts over 30 branches in Manila, demonstrating the widespread appeal of this dish. Instant Pho products align perfectly with the preference for convenience among young Filipinos, offering a quick and easy way to enjoy this beloved meal. The affordability of Vietnamese instant Pho makes it accessible to a broad consumer base in the Philippines, further enhancing its market potential.
Vietnamese producers can leverage this opportunity by:
Highlighting the authenticity and quality of Vietnamese Pho: Emphasize the traditional preparation methods and high-quality ingredients used in Vietnamese instant Pho to differentiate it from competitors.
Expanding the range of instant noodle flavors: Introduce new and exciting flavors that cater to local taste preferences, incorporating popular Filipino ingredients and seasonings.
Developing innovative instant Pho products: Offer a variety of Pho options with different broths, toppings, and portion sizes to cater to diverse needs and preferences.
Nuts, Granola, and Dried Fruits
Health-conscious eating is a rising trend among young Filipinos, with nuts and granola increasingly finding their way into their daily diets. Vietnamese producers have a distinct advantage in this segment, offering high-quality nuts like cashews, lotus seeds, and macadamia nuts at competitive prices.
In addition, young Filipinos are showing a growing preference for snacks made from dried fruits, such as jackfruit, mango, and soursop. These snacks align perfectly with the Filipino culture of communal gatherings and family celebrations. They also make ideal gifts for parents and older siblings,
Nuts, Granola, and Dried Fruits
Health-conscious eating is a rising trend among young Filipinos, with nuts and granola increasingly finding their way into their daily diets. Vietnamese producers have a distinct advantage in this segment, offering high-quality nuts like cashews, lotus seeds, and macadamia nuts at competitive prices.
In addition, young Filipinos are showing a growing preference for snacks made from dried fruits, such as jackfruit, mango, and soursop. These snacks align perfectly with the Filipino culture of communal gatherings and family celebrations. They also make ideal gifts for parents and older siblings, given the strong emphasis on family ties in Philippine society.
Vietnamese producers can leverage this trend by offering:
- A diverse selection of high-quality nuts: Provide a wide variety of nuts, including popular options like cashews and macadamia nuts, as well as unique offerings like lotus seeds.
- Innovative granola products: Develop granola variations with tropical fruits and flavors that appeal to Filipino palates.
- Attractively packaged dried fruit snacks: Offer a range of dried fruit snacks in convenient and aesthetically pleasing packaging, suitable for gifting and sharing.
- Highlighting health benefits and natural ingredients: Emphasize the nutritional value and natural goodness of these products to appeal to health-conscious consumers.
SKYPERY’s SEAcommerce Program
To support Vietnamese businesses in entering the Philippine market, SKYPERY introduces the SEAcommerce program. This program empowers Vietnamese producers to bring their products directly to Filipino consumers through a seamless ecosystem of services, including:
- Export and import facilitation: Streamlining the logistics of bringing Vietnamese products to the Philippines.
- E-commerce and KOL marketing: Leveraging online platforms and influential personalities to reach target consumers.
- Local order fulfillment: Ensuring efficient and reliable order processing within the Philippines.
To learn more about the SEAcommerce program and how it can help your business succeed in the Philippines, please contact us
