The Philippines is currently the number one importer of Vietnamese rice. Not only that, but this market also holds great potential for other Vietnamese products, especially processed foods. This is due to the country’s natural limitations in agriculture. In addition, the Philippine government also has an open policy for imported goods. The Philippines still has a lot of room for Vietnamese products. However, to penetrate this market, we need to change our approach, not impose old thinking, but be sensitive to grasp consumer tastes and behaviors, thereby making flexible adjustments.
The article below will introduce a new perspective from the Philippine market on the products that will be suitable for them.
Products with certifications from the US market, such as FDA, HACCP, USDA, etc.
Besides Vietnam, the Philippines is the only country in Southeast Asia with a historical period associated with the United States. American culture is very popular in the Philippines, from language, cuisine, festivals, music, etc. If you step into any taxi in the capital Manila, you can easily hear Taylor Swift’s songs. The Filipino culture of partying, loving festivals, and spending a lot on food and drink is also strongly influenced by American culture.
On the other hand, due to the advantage of English, many Filipinos are working remotely for American companies. They regularly communicate with Americans and are quite familiar with American products and markets.
Therefore, products with certifications to enter the US market, or already sold in the US market, are a guarantee of quality, helping to create trust for Filipinos. The association with the US market also creates a sense of familiarity with Filipino consumers, helping to create an open mindset for them when choosing our products.
In addition, Vietnam is also very open to Western culture, especially American culture. Any Vietnamese products that are geared towards Western consumer culture will also find it easier to enter the Philippine market.
Processed agricultural products
Fresh, good quality food in the Philippines is quite expensive compared to income. Most Filipinos regularly eat fast food because it is more affordable. However, due to the rapid economic growth recently, the middle class is expanding. They have good incomes and are increasingly prioritizing a healthy lifestyle. They are looking for quality food that is fresh, delicious, and good for their health.
This is a strength of Vietnamese agricultural products because we have both a developed agricultural sector and a diverse cuisine, with many similarities to Filipino cuisine. Filipinos mostly travel by public transport, they spend a lot of time traveling on the road and have the habit of eating out before returning home. Processed foods that cater to a convenient, refreshing lifestyle suitable for the hot and humid tropical climate, and good for health will be suitable for the urban lifestyle of the Philippines. In particular, our country has a variety of tropical drinks, prepared to suit the Filipino taste. Modern processing technologies such as freeze-drying technology help ensure both the convenience and freshness of the product when it reaches consumers. Products with these criteria will easily reach the Philippine market.
Read more: Potential Vietnamese food groups for the Philippine market in 2025
Healthcare products, personal hygiene products, or products that help boost the immune system
As a country that receives more than 20 storms each year, weather is an extremely important issue in the Philippines. Major newspapers in the Philippines always reserve one of the first sections to update the weather situation. Even when it’s not a typhoon, the rains in the Philippines are very strong. The weather combined with poor infrastructure, sanitation, and healthcare means Filipino workers often face many minor ailments related to the respiratory and digestive systems.
Pharmaceuticals that help boost resistance, kill bacteria, and reduce inflammation… that provide treatment solutions at a reasonable cost for the majority of people will be very suitable for the market.
SKYPERRY launches SEAcommerce program to help Vietnamese brands penetrate the Philippine market.
Recognizing the potential of the market, combined with its available marketing capabilities in the Philippines, SKYPERRY launches the SEAcommerce program to support Vietnamese brands in penetrating this market. The program provides a seamless ecosystem of services from import and export, sales through a KOL network to order processing. The program helps Vietnamese export products reach Filipino consumers directly. The program is strongly supported by an understanding of the local market and consumer trends, as well as marketing capabilities to help update trends and promote brand awareness to support sales.
Contact us for details about the program
