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RETAILING IN THE PHILIPPINES

Euromonitor International
January 2016

RETAILING IN THE PHILIPPINES

LIST OF CONTENTS AND TABLES


Executive Summary ..................................................................................................................... 1
Improvement of the Countrys Economic Conditions Continues To Benefit Retailing ............... 1
Grocery Retailers Continues To Dominate the Countrys Retail Landscape ............................. 1
Major Retailers Acquire A Number of Small and Single-propriety Businesses ......................... 1
Foreign Brands Continue To Penetrate the Local Retail Landscape ........................................ 1
Great Opportunity for Retailing To Prosper in the Coming Years Is Predicted ......................... 1
Key Trends and Developments .................................................................................................... 2
the Philippines Economy Continues To Perform Well Despite Lower GDP Figure Than
Previous Year ........................................................................................................................... 2
Major Retailers Make More Acquisitions of Smaller Brands To Minimise Competition and
Achieve Dominance .................................................................................................................. 3
the Number of Foreign Brands Continues To Rise Due To the Growing Needs and Interests of
Filipino Consumers ................................................................................................................... 3
Operating Environment................................................................................................................. 4
Informal Retailing ...................................................................................................................... 4
Opening Hours.......................................................................................................................... 5
Summary 1

STANDARD Opening Hours by Channel Type 2015.................................... 5

Physical Retail Landscape ........................................................................................................ 5


Cash and Carry......................................................................................................................... 6
Seasonality ............................................................................................................................... 6
Payments and Delivery ............................................................................................................. 7
Emerging Business Models ...................................................................................................... 7
Market Data .................................................................................................................................. 7
Table 1
Table 2
Table 3
Table 4
Table 5
Table 6
Table 7
Table 8
Table 9
Table 10
Table 11
Table 12
Table 13
Table 14
Table 15
Table 16
Table 17
Table 18

Sales in Retailing by Store-based vs Non-Store: Value 2010-2015 ............. 7


Sales in Retailing by Store-based vs Non-Store: % Value Growth
2010-2015 .................................................................................................... 8
Sales in Store-based Retailing by Channel: Value 2010-2015 ..................... 8
Store-based Retailing Outlets by Channel: Units 2010-2015 ....................... 8
Sales in Store-based Retailing by Channel: % Value Growth 20102015 ............................................................................................................. 8
Store-based Retailing Outlets by Channel: % Unit Growth 2010-2015 ........ 9
Sales in Non-Store Retailing by Channel: Value 2010-2015 ........................ 9
Sales in Non-Store Retailing by Channel: % Value Growth 2010-2015 ....... 9
Non-Grocery Specialists: Value Sales, Outlets and Selling Space
2010-2015 .................................................................................................. 10
Sales in Non-Grocery Specialists by Channel: Value 2010-2015 ............... 10
Non-Grocery Specialists Outlets by Channel: Units 2010-2015 ................. 10
Sales in Non-Grocery Specialists by Channel: % Value Growth 20102015 ........................................................................................................... 11
Non-Grocery Specialists Outlets by Channel: % Unit Growth 20102015 ........................................................................................................... 11
Retailing GBO Company Shares: % Value 2011-2015 .............................. 11
Retailing GBN Brand Shares: % Value 2012-2015 .................................... 12
Store-based Retailing GBO Company Shares: % Value 2011-2015 .......... 12
Store-based Retailing GBN Brand Shares: % Value 2012-2015 ................ 13
Store-based Retailing LBN Brand Shares: Outlets 2012-2015................... 14

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Table 19
Table 20
Table 21
Table 22
Table 23
Table 24
Table 25
Table 26
Table 27
Table 28
Table 29
Table 30
Table 31
Table 32
Table 33
Table 34
Table 35
Table 36
Table 37

Non-Store Retailing GBO Company Shares: % Value 2011-2015 ............. 14


Non-Store Retailing GBN Brand Shares: % Value 2012-2015 ................... 15
Non-Grocery Specialists GBO Company Shares: % Value 2011-2015 ...... 15
Non-Grocery Specialists GBN Brand Shares: % Value 2012-2015 ............ 16
Non-Grocery Specialists LBN Brand Shares: Outlets 2012-2015 .............. 16
Non-Grocery Specialists LBN Brand Shares: Selling Space 20122015 ........................................................................................................... 17
Forecast Sales in Retailing by Store-based vs Non-Store: Value
2015-2020 .................................................................................................. 18
Forecast Sales in Retailing by Store-based vs Non-Store: % Value
Growth 2015-2020 ..................................................................................... 18
Forecast Sales in Store-based Retailing by Channel: Value 20152020 ........................................................................................................... 18
Forecast Store-based Retailing Outlets by Channel: Units 2015-2020 ...... 19
Forecast Sales in Store-based Retailing by Channel: % Value Growth
2015-2020 .................................................................................................. 19
Forecast Store-Based Retailing Outlets by Channel: % Unit Growth
2015-2020 .................................................................................................. 19
Forecast Sales in Non-Store Retailing by Channel: Value 2015-2020 ....... 20
Forecast Sales in Non-Store Retailing by Channel: % Value Growth
2015-2020 .................................................................................................. 20
Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling
Space 2015-2020 ....................................................................................... 20
Forecast Sales in Non-Grocery Specialists by Channel: Value 20152020 ........................................................................................................... 21
Forecast Non-Grocery Specialists Outlets by Channel: Units 20152020 ........................................................................................................... 21
Forecast Sales in Non-Grocery Specialists by Channel: % Value
Growth 2015-2020 ..................................................................................... 21
Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth
2015-2020 .................................................................................................. 22

Definitions................................................................................................................................... 22
Sources ...................................................................................................................................... 23
Summary 2

Research Sources ...................................................................................... 24

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RETAILING IN THE PHILIPPINES


EXECUTIVE SUMMARY
Improvement of the Countrys Economic Conditions Continues To
Benefit Retailing
The significant growth in the private sector, which includes many businesses operating under
retailing, continued to boost the countrys economy. In addition, remittances from overseas
Filipino workers (OFW), sustained growth of the business process outsourcing (BPO) industry,
and the lower inflation rate resulted in increased purchasing power that encouraged consumers
to buy more often than usual. Due to this, retailers, specifically major ones, decided to further
expand their outlets in order to answer the needs of a wider audience.

Grocery Retailers Continues To Dominate the Countrys Retail


Landscape
While significant growth in terms of sales was evident in both grocery and non-grocery
retailing, grocery retailers continued to have a greater impact on the countrys retailing
landscape, primarily because it offers products which are essential to most consumers. The
continued growth of the channel further pushed retailers to develop their current product
portfolios in order to answer the growing and evolving needs of Filipino consumers regarding
food, beauty and personal care, and home care.

Major Retailers Acquire A Number of Small and Single-propriety


Businesses
The review period witnessed the acquisition of smaller and single-propriety businesses
focusing on groceries, electronics and appliances, and home and garden by major retailers such
as SM Retail Inc, Robinsons Retail Group and Puregold Price Club Inc. This particular move
was carried out in order to minimise, if not eliminate competition with smaller players, especially
in areas where their presence is not yet felt. This is also a way of securing their place in the very
competitive retail landscape of the country.

Foreign Brands Continue To Penetrate the Local Retail Landscape


Because of the strong performance of the countrys economy, the Philippines has become
one of the bright spots within the Asia Pacific Region among foreign or global brands that are
looking for new and dynamic markets to tap into, which can help them grow and strengthen their
brands. Most of these foreign brands, mainly from modern grocery retailers and apparel and
footwear specialists, chose to partner with local distributors in order to take advantage of the
latters knowledge of the local retail scene and business networks.

Great Opportunity for Retailing To Prosper in the Coming Years Is


Predicted
Retailing in the Philippines is expected to significantly grow alongside the continued
improvement in the economy over the forecast period. The increasing disposable income of
Filipinos will encourage further purchases of products within grocery and non-grocery
categories. The constant exposure to various media sources and overseas travel are also

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expected to further increase sophistication of Filipinos, which will hasten the growth of local and
foreign retail brands already present.

KEY TRENDS AND DEVELOPMENTS


the Philippines Economy Continues To Perform Well Despite Lower
GDP Figure Than Previous Year
Despite lower-than-expected GDP growth rates recorded during the first and second quarter
of 2015 compared to 2014, because of the sluggish pace of government spending, particularly
the decline in public construction, the countrys economy still managed to perform well. This was
attributed to the notable growth in the private sector, which includes many businesses operating
under retailing. Additionally, the National Economic and Development Authority (Neda) closely
monitored government agencies execution of programs to avoid any untoward incidents relating
to budget spending and timeliness of programs that may weaken business sectors confidence
in the countrys economy.
The inflation rate in 2015 was also dropped due to lower electricity and fuel costs. This
resulted in decreasing business costs, which benefited consumers as they were offered more
affordable goods and services. The continued rise in remittances from overseas Filipino workers
(OFW) and sustained growth of the business process outsourcing (BPO) industry also resulted
in increased purchasing power among consumers, which drove a number of foreign retailers to
do business in the Philippines.
These positive developments encouraged Filipinos to spend more than ever. Apart from
purchasing basic necessities such as food and clothing, they were also able to splurge on other
items beyond the essentials such as travel, bags, jewellery and gadgets among others.
Retailers, on the other hand, took advantage of the situation by expanding existing brands,
acquiring new brands, and venturing into new endeavours to capture latent markets. Some
retailers that were unable to expand enhanced their current businesses by offering new and
exciting products and services that reinforced customers loyalty to their brands.
Outlook
In spite of the upcoming transition that will occur after the 2016 presidential elections, the
improvement of the economy is expected to continue over the forecast period. This is due to
the current administrations efforts that enhanced the Philippines standing versus other
countries in the region. Moreover, OFW remittances along with the anticipated rapid growth of
the BPO industry focusing on information technology will continue to help fuel the economy.
Alongside the expected economic growth will be consumers increased spending capacity that
will make retailing in the Philippines livelier than ever. The middle class will continue to
expand in size and more consumers will have the capacity to spend on products and services
that are beyond their needs. In addition, retailers, especially the major ones, will continue to
expand their businesses to pursue long-term ambitions. The tight competition that is expected
due to the ASEAN Integration will result in more notable innovations, quality products and
increased productivity as it will allow businesses to compete head on with other players within
the region.
Attention will also be focused on building and developing business in provinces and other
areas within Metro Manila. Many major and community shopping centres will be built, which
will increase the demand for a wider set of products and services that will heighten consumer
consumption in the country. Retailers offering food, apparel and electronics products will

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experience notable growth, as these are the categories that most Filipinos will continue to
spend money on.

Major Retailers Make More Acquisitions of Smaller Brands To Minimise


Competition and Achieve Dominance
2015 witnessed the acquisition of smaller and single-propriety businesses by major retailers
such as SM Retail Inc, Robinsons Retail Group and Puregold Price Club Inc. This particular
move was believed to be one of their strategies to minimise, if not eliminate, competition with
smaller players, especially those in provinces where their presence was not particularly
palpable. This was also seen as their way to gain dominance in the categories in which they
operate.
SM Retail Inc acquired the pioneer in the grocery business, Cherry Foodarama in June 2015.
Although it only has several outlets, all of which are located in Metro Manila, it was known to
have a strong following considering that it began operating during the 1950s. Meanwhile,
Puregold was doing well in terms of acquisitions as it absorbed a number of smaller
supermarkets, namely BudgetLane, Parco, Unilane, and Sioland, which are situated in various
locations within Luzon. Unlike SM Retail Inc and Puregold Price Club Inc, Robinsons Retail
Group acquired several brands outside of grocery retailers. 2014 marked its acquisition of A.M.
Builders Depot, which is a Visayan-based builders hardware chain with 17 outlets. It also
acquired Savers Appliance Depot, which has 24 outlets in several North Luzon provinces.
Outlook
More acquisitions and partnerships are expected between major retailers and small
businesses, especially within grocery retailers over the forecast period. These acquisitions will
help them increase their share and lessen the competition with smaller players that perform
well in the provinces or areas that they have limited reach or have not yet penetrated. This will
result in the dominance of companies such as SM Retail Inc., Robinsons Retail Group and
Puregold Price Club Inc, within the Philippines retail landscape.
However, this will not discourage small businesses from entering into the competition,
considering that there are still a number of untapped markets in the Philippines that major
retailers have not yet reached. As the country is composed of several provinces, which have
their own language and way of life, small businesses, which are usually operated by locals,
will continue to thrive by leveraging on their knowledge of the people and the locality they are
serving.

the Number of Foreign Brands Continues To Rise Due To the Growing


Needs and Interests of Filipino Consumers
Due to the economys strong performance, the Philippines has become one of the bright spots
within the Asia Pacific Region. Moreover, the purchasing power of consumers also increased
significantly. This resulted in the influx of foreign brands; especially from Europe and America
that are looking for new and dynamic markets to tap into, which can help them grow and
strengthen their brands.
These foreign brands, mainly from modern grocery retailers, and apparel and footwear
specialist retailers partnered with local distributors in order to take advantage of the latters
knowledge of the local retail scene and business networks. Puregold Price Club rolled out its
launch of Lawson from Japan to compete with convenience store giants such as 7-Eleven and
Ministop. Mid-range and upscale apparel and footwear brands that were launched in 2014 and
2015 were H&M, Old Navy and Ralph Lauren among others.

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Outlook
Over the forecast period, competition between local and foreign brands will tighten, as many
foreign brands will enter the Philippines retail scene due to the booming economy. Most of
these retailers are expected to enter the competition by collaborating with local distributors as
a way to ease their entry, while several will prefer to manage their enterprises on their own to
have total control of the business. Foreign brands operating under other categories such as
health and beauty will also experience an increase in numbers due to Filipinos growing
interest in health, nutrition and wellness and beauty.
In order to keep up with the competition, local brands, especially those that are independently
managed, will continue to offer new and exciting items and develop dynamic marketing
strategies to protect their share of the market and gain a new following.

OPERATING ENVIRONMENT
Informal Retailing
While the data about informal retailing remains underdeveloped, it continues to increase, as
there is no existing regulation that restricts people from engaging in it. Informal grocery
retailing in the form of sari-sari stores is one that is easy to set up, and therefore, anyone with
even the smallest amount of capital can start one in the comfort of their own home. Despite
the growing economy, many Filipinos still live on a day-to-day basis due to low incomes. They
prefer to buy daily necessities from sari-sari stores that are located within their neighbourhood
because going to the grocery store would require them to spend on transportation. Moreover,
sari-sari stores allow purchases on credit.
Informal non-grocery retailers also exist in the form of media products stores and electronics
and appliance retailers. These stores are often located in nearby public markets or community
shopping centres often sell new and second-hand gadgets. In addition, they also sell mobile
phones and tablet accessories, and provide repair services at a cheaper cost compared to
major stores and repair centres located in major shopping centres or establishments. Many
Filipinos, especially those from the low-income segment, continued to patronise them as they
continued to provide products and services that they can afford.
There are also a number of people engaged in selling pirated CDs and DVDs at very
affordable prices, which also target low-income consumers who cannot afford to visit cinemas
or buy original CDs and DVDs. However, they are slowly decreasing in number as many
people are gaining access to the internet via computer shops or their own portable internet
devices that allow them to download or stream films, television series and music. The
governments anti-piracy campaign also helped to discourage people to enter this kind of
business.
The Bureau of Internal Revenue (BIR) continued implementing Regional Memorandum
Circular No. 7 (RMC-07) which they released last February of 2014. The memorandum
ordered all marginal income earners (MIE) including sari-sari stores, carinderia owners and
tricycle drivers to pay income tax from a portion of their income to improve the overall tax
collection in the country. This move was considered by small business owners as worrisome
because it reduces the meagre income that they earn, which they need to support the
business and the needs of their families.

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Opening Hours
Retailers in the Philippines generally follow standard opening hours. However, minimal
variations can be seen depending on the location of the retail store. Stores located in
shopping centres follow their operating hours, which tend to be 10.00-21.00hrs. Operating
hours are extended until 22.00hrs during Fridays, Saturdays and during mall-wide sales,
accommodate the expected large number of consumers who will visit the shopping centre.
On the other hand, stores that operate outside of shopping centres usually open at 8.00 or
9.00hrs and close at 20.00 or 21.00hrs.
Meanwhile, sari-sari stores, which are situated within the vicinity of the owners home, have
longer operating hours. They usually open between 6.00-8.00hrs and close between 21.0024.00hrs.
Retailers open even on non-working holidays except those with particular religious
importance. Being a predominantly Catholic country, the Philippines observes holidays such
as Holy Week, where retailers generally close towards the latter half of the week. On other
holidays like Christmas for example, retailers usually open but with shorter operating hours to
allow their employees to celebrate the occasion with their families.
24-hour opening remains limited mostly to convenience stores, with some
chemists/pharmacies and drugstores/parapharmacies choosing to venture into this as well.
Mercury Drug, which is the leading drugstore in the Philippines, opened some of its branches
on a 24-hour basis. It is likely that these operating conditions will only be accommodated by
these retail channels over the forecast period.
Summary 1
Channel

STANDARD Opening Hours by Channel Type 2015


24-hour
MondayFriday
Saturday
opening?
Thursday

Supermarket
s

No

08.00-21.00
hrs

08.00-22.00
hrs

08.00-22.00
hrs

08.00-21.00
hrs

Hypermarket

No

08.00-21.00
hrs

08.00-22.00
hrs

08.00-22.00
hrs

08.00-21.00
hrs

Convenience
Stores

Yes

01:00-24.00
hrs

01:00-24.00
hrs

01:00-24.00
hrs

01:00-24.00
hrs

Source:

Sunday

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Physical Retail Landscape


Many Filipinos find it easy to shop for grocery and non-grocery items due to the proliferation
of major shopping centres and other standalone retail outlets in Metro Manila and other key
cities in the country. While retail giants presence in provincial and rural areas remains limited,
community shopping centres and smaller retail businesses established by locals continue to
answer consumers demand for products and services.
Most of these shopping centres and standalone retail outlets are situated in city centres that
people from various locations can easily access via private and public transportation like
tricycle or jeepney. Some stand-alone retail outlets in Metro Manila are even located in highly
populated barangays or neighbourhoods that people can access via foot.
Since there still remain a number of untapped markets, major retailers like SM and Robinsons
focus on expanding in the provinces to provide consumers with a more satisfying retail
experience. Some of them are also venturing into retail formats outside of their existing
portfolios to accelerate the growth of their business and reach out to more consumers. These

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endeavours are made possible as most municipalities in the country welcome the idea of
building shopping centres and other business establishments as it translates to more
opportunities and income for their locality. Furthermore, the presence of shopping centres in
an area hastens the pace of urbanisation that most municipalities want to attain. Retail spaces
are also not difficult to attain since there remains to a vast land reserve, especially in the
provinces.
Shopping centres, which are usually standalone, serve as a one-stop shop offering all the
items and services that consumers need, which makes them the primary destination for
shopping. Hypermarkets also attracts a number of consumers due to its extensive product
offering which covers grocery and non-grocery items.
While retailers catering to various income levels can be found in shopping centres such SM
and Robinsons, luxury retailers are usually found in shopping centres within business districts
in large cities like Metro Manila. Some shopping centres that house luxury retailers include
Shangri-La Mall in Mandaluyong City, Greenbelt in Makati City and Bonifacio Global City in
Taguig.

Cash and Carry


Cash and carry remained negligible in the Philippines retail landscape. Due to tough
competition, the then Pilipinas Makro had been converted into SM Hypermarket outlets by SM
Retail Inc. No new cash and carry outlets were launched within the review period.
For Pilipinas Makro, the brand initially began with a membership policy, but in later years
shifted towards the model of discounters to attract more consumers.
The owners of small businesses such as sari-sari stores continued to have many options
beyond cash and carry for their business needs. Retailers, particularly the major ones
operating supermarkets and hypermarkets, continued to increase in number making it difficult
for other retail formats to enter into the competition. A number of smaller supermarkets also
attracted consumers as they also offer a variety of goods at very affordable prices.

Seasonality
Christmas
Date: 25 December.
Shopping season: September-December.
Primary products bought: Fresh food for family meals, Christmas-themed apparel and
homeware, and individual gifts for all ages (with an emphasis on toys, games and apparel for
children).
Retailer strategy: Christmas season in the Philippines starts in September and ends in
January. The months prior to the occasion is brimming with mall-wide sales, which attract
many consumers because most of the retail stores offer discounts of up to 50%. The frequent
use of sales that usually last for three days became more widespread over the review period.
Consumers of all ages are targeted; however, children are often the focus when shopping, as
they are the ones who are given the most gifts during this occasion.
Back to School
Date: First or second week of June.
Shopping season: Mid-April to mid-June.
Primary products bought: School supplies and personal accessories and apparel for children
and young adults.

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Retailer strategy: Most retailers usually offer sales or discounts as early as mid-April to midJune on items such as school supplies, apparel, bags and shoes. Some shopping centres
implement mall-wide sales during this period to increase footfall and encourage consumers to
buy other items beyond school supplies.

Payments and Delivery


The majority of Filipino consumers still prefer to use cash in their day-to-day purchases and
transactions as there is still a large percentage of the population that is unbanked or
underbanked. However, despite the high-level dependency on cash of most consumers,
cashless transactions are starting to record notable growth, as more Filipinos now understand
the value of using financial cards versus cash. The efficiency and convenience are much
appreciated as it helps them to attain a less complicated and convenient lifestyle. Moreover,
the rewards that accompany using cards can never be matched when they use cash for
payments.
Although mobile payments like Charge2Phone by Smart Money Inc., Citi Philippines and Visa
are already available, it has yet to pick up. Most consumers who are aware of various
payment methods prefer to use their cards when transacting and purchasing because of the
attractive rewards or benefits that they receive from banks and issuers.
The shipping infrastructure in the Philippines is dominated by private companies such as LBC,
2GO, Air21 and JRS Express. Most people prefer them, as their branches are more
accessible as they can be found in most shopping centres or other public places. Like
PHLPost, these private courier services also offer a reliable and fast delivery service within
the country.
The primary method of payment preferred by most when doing home or online shopping is
still cash on delivery (COD) as there are still a number of Filipinos that do not have a credit
card. Some also remain sceptical about online payments as it may expose them to cardrelated fraud. Cash on delivery (COD) payment is expected to decline in the coming years as
more and more consumers now welcome the use of credit cards and other financial cards on
most of their purchases whether in-store or online.

Emerging Business Models


The digital pop-up store launched by Zalora is one of the new business models that gained
attention in 2015. Fanatics of online shopping were especially elated as they get to visit an
actual store of Zalora where they can personally check and fit the items prior to purchase.
Although it is seen as an effective marketing tool to promote online shopping, the digital popup store is believed to have limited potential. The length of operation, which lasts for
approximately three months per location, may not be enough to generate a decent number of
new customers and significantly increase sales. Moreover, the stores are located in high-class
shopping centres that are accessible only to a small proportion of affluent consumers. Being
located in shopping centres also exposes the pop-up stores to competition from other brands,
especially those that offer a wider selection of fashionable goods or items.

MARKET DATA
Table 1

Sales in Retailing by Store-based vs Non-Store: Value 2010-2015

PHP bn
2010

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2011

2012

2013

2014

2015

RETAILING IN THE PHILIPPINES

Store-based Retailing
Non-Store Retailing
Retailing
Source:

Passport

2,421.0
55.0
2,475.9

2,528.8
58.8
2,587.6

2,704.5
64.1
2,768.6

2,858.3
67.9
2,926.2

3,002.4
72.1
3,074.5

3,182.7
76.4
3,259.1

Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources

Table 2

Sales in Retailing by Store-based vs Non-Store: % Value Growth 2010-2015

% current value growth, retail value rsp excl sales tax

Store-based Retailing
Non-Store Retailing
Retailing
Source:

2014/15

2010-15 CAGR

2010/15 Total

6.0
5.9
6.0

5.6
6.8
5.7

31.5
39.0
31.6

Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources

Table 3

Sales in Store-based Retailing by Channel: Value 2010-2015

PHP bn

Grocery Retailers
Non-Grocery Specialists
Mixed Retailers
Luxury Retailing
Store-based Retailing
Source:
Note:

2010

2011

2012

2013

2014

2015

1,489.6
787.9
143.4
2,421.0

1,556.2
818.8
153.8
2,528.8

1,665.8
870.0
168.7
2,704.5

1,754.0
922.2
182.0
5.8
2,858.3

1,841.4
968.5
192.4
6.3
3,002.4

1,962.7
1,015.1
204.9
6.9
3,182.7

Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources
Luxury retailing not included in store-based retailing total to avoid double counting as luxury retailing is a
duplicate category already accounted for within non-grocery specialists and mixed retailers.

Table 4

Store-based Retailing Outlets by Channel: Units 2010-2015

'000 outlets

Grocery Retailers
Non-Grocery Specialists
Mixed Retailers
Luxury Retailing
Store-based Retailing
Source:
Note:

Table 5

2010

2011

2012

2013

2014

2015

772.8
115.9
0.4
889.1

780.7
116.8
0.4
897.9

788.6
117.3
0.4
906.3

796.3
117.9
0.4
0.1
914.7

803.3
118.8
0.5
0.1
922.5

809.8
119.8
0.5
0.1
930.2

Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources
Luxury retailing not included in store-based retailing total to avoid double counting as luxury retailing is a
duplicate category already accounted for within non-grocery specialists and mixed retailers.

Sales in Store-based Retailing by Channel: % Value Growth 2010-2015

% current value growth, retail value rsp excl sales tax


2014/15

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2010-15 CAGR

2010/15 Total

RETAILING IN THE PHILIPPINES

Passport

Grocery Retailers
Non-Grocery Specialists
Mixed Retailers
Luxury Retailing
Store-based Retailing
Source:
Note:

6.6
4.8
6.5
9.0
6.0

5.7
5.2
7.4
5.6

31.8
28.8
42.9
31.5

Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources
Luxury retailing not included in store-based retailing total to avoid double counting as luxury retailing is a
duplicate category already accounted for within non-grocery specialists and mixed retailers.

Table 6

Store-based Retailing Outlets by Channel: % Unit Growth 2010-2015

% unit growth

Grocery Retailers
Non-Grocery Specialists
Mixed Retailers
Luxury Retailing
Store-based Retailing
Source:
Note:

2014/15

2010-15 CAGR

2010/15 Total

0.8
0.9
3.6
0.0
0.8

0.9
0.7
6.5
0.9

4.8
3.4
36.8
4.6

Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources
Luxury retailing not included in store-based retailing total to avoid double counting as luxury retailing is a
duplicate category already accounted for within non-grocery specialists and mixed retailers.

Table 7

Sales in Non-Store Retailing by Channel: Value 2010-2015

PHP bn

Direct Selling
Homeshopping
Internet Retailing
Vending
Internet Pure Play
Retailers
Mobile Internet Retailing
Non-Store Retailing
Source:
Note 1:
Note 2:

2010

2011

2012

2013

2014

2015

47.1
0.2
7.5
0.2
6.0

50.4
0.2
8.1
0.1
6.2

53.8
0.2
10.0
0.1
9.3

55.9
0.2
11.8
0.1
11.1

57.9
0.2
13.9
0.1
13.4

60.4
0.2
15.7
0.1
15.3

55.0

0.0
58.8

0.1
64.1

0.2
67.9

0.4
72.1

0.6
76.4

Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources
Vending data captures vending systems installed in public and semi-captive environments only. For
further details refer to definitions.
Mobile internet retailing and internet pure play retailers not included in non-store retailing total to avoid
double counting as these categories are already accounted for within internet retailing.

Table 8

Sales in Non-Store Retailing by Channel: % Value Growth 2010-2015

% current value growth, retail value rsp excl sales tax

Direct Selling
Homeshopping
Internet Retailing
Vending

Euromonitor International

2014/15

2010-15 CAGR

2010/15 Total

4.3
7.3
12.9
-3.9

5.1
-2.4
16.0
-13.1

28.2
-11.5
110.2
-50.5

RETAILING IN THE PHILIPPINES

Passport

Internet Pure Play Retailers


Mobile Internet Retailing
Non-Store Retailing
Source:
Note 1:
Note 2:

20.5
6.8

154.3
39.0

Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources
Vending data captures vending systems installed in public and semi-captive environments only. For
further details refer to definitions.
Mobile internet retailing and internet pure play retailers not included in non-store retailing total to avoid
double counting as these categories are already accounted for within internet retailing.

Table 9

Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2010-2015

Value sales PHP bn


Outlets '000
Selling Space mn sq m
Source:

14.1
50.5
5.9

2010

2011

2012

2013

2014

2015

787.9
115.9
12.9

818.8
116.8
13.0

870.0
117.3
13.2

922.2
117.9
13.3

968.5
118.8
13.4

1,015.1
119.8
13.6

Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources

Table 10

Sales in Non-Grocery Specialists by Channel: Value 2010-2015

PHP bn

Apparel and Footwear


Specialist Retailers
Electronics and
Appliance Specialist
Retailers
Health and Beauty
Specialist Retailers
Home and Garden
Specialist Retailers
Leisure and Personal
Goods Specialist
Retailers
Other Non-Grocery
Specialists
Non-Grocery Specialists
Source:

2010

2011

2012

2013

2014

2015

89.2

92.0

101.1

106.0

112.2

117.5

131.3

137.7

146.0

156.5

159.5

169.4

160.8

167.6

177.2

188.7

198.2

209.1

158.7

164.4

175.1

185.9

198.1

206.4

102.7

106.8

112.6

119.6

126.5

132.3

145.3

150.4

157.9

165.5

173.9

180.4

787.9

818.8

870.0

922.2

968.5

1,015.1

Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources

Table 11

Non-Grocery Specialists Outlets by Channel: Units 2010-2015

'000 outlets

Apparel and Footwear


Specialist Retailers
Electronics and
Appliance Specialist
Retailers
Health and Beauty
Specialist Retailers
Home and Garden

Euromonitor International

2010

2011

2012

2013

2014

2015

28.9

28.9

28.9

29.2

29.6

30.0

2.1

2.1

2.1

2.1

2.1

2.1

10.8

11.6

12.2

12.7

13.3

13.9

9.5

9.5

9.5

9.5

9.5

9.6

10

RETAILING IN THE PHILIPPINES

Specialist Retailers
Leisure and Personal
Goods Specialist
Retailers
Other Non-Grocery
Specialists
Non-Grocery Specialists
Source:

Passport

7.3

7.3

7.4

7.5

7.6

7.7

57.4

57.5

57.2

56.9

56.7

56.6

115.9

116.8

117.3

117.9

118.8

119.8

Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources

Table 12

Sales in Non-Grocery Specialists by Channel: % Value Growth 2010-2015

% current value growth, retail value rsp excl sales tax

Apparel and Footwear Specialist


Retailers
Electronics and Appliance Specialist
Retailers
Health and Beauty Specialist Retailers
Home and Garden Specialist Retailers
Leisure and Personal Goods Specialist
Retailers
Other Non-Grocery Specialists
Non-Grocery Specialists
Source:

2014/15

2010-15 CAGR

2010/15 Total

4.7

5.7

31.8

6.2

5.2

29.0

5.5
4.2
4.6

5.4
5.4
5.2

30.0
30.1
28.8

3.7
4.8

4.4
5.2

24.2
28.8

Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources

Table 13

Non-Grocery Specialists Outlets by Channel: % Unit Growth 2010-2015

% unit growth

Apparel and Footwear Specialist


Retailers
Electronics and Appliance Specialist
Retailers
Health and Beauty Specialist Retailers
Home and Garden Specialist Retailers
Leisure and Personal Goods Specialist
Retailers
Other Non-Grocery Specialists
Non-Grocery Specialists
Source:

Table 14

2014/15

2010-15 CAGR

2010/15 Total

1.5

0.8

4.1

0.1

0.3

1.4

4.4
0.3
1.3

5.1
0.2
1.1

28.3
0.9
5.5

-0.2
0.9

-0.3
0.7

-1.5
3.4

Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources

Retailing GBO Company Shares: % Value 2011-2015

% retail value rsp excl sales tax


Company
SM Retail Inc
Mercury Drug Corp
Puregold Price Club Inc

Euromonitor International

2011

2012

2013

2014

2015

6.7
3.0
1.5

6.9
3.0
2.0

7.0
3.0
2.5

7.3
3.0
2.7

7.5
3.0
2.7

11

RETAILING IN THE PHILIPPINES

Passport

JG Summit Holdings Inc


Rustan Group of Cos
Seven & I Holdings Co Ltd
Avon Products Inc
Hutchison Whampoa Ltd
Metro Retail Stores Group
Gaisano Grand Group of
Cos
Ace Hardware Corp
New City Commercial Corp
Gaisano Capital Group
Abenson Inc
Viscal Development Corp
AEON Group
San Miguel Corp
Prince Warehouse Club Inc
Rose Pharmacy Inc
National Book Store Inc
PSMT Phils Inc
South Star Drug Inc
Others
Total
Source:

Table 15

1.6
1.1
0.3
0.6
0.5
0.4
0.5

1.9
1.1
0.4
0.6
0.6
0.4
0.5

2.0
1.1
0.5
0.6
0.6
0.4
0.4

2.3
1.4
0.6
0.6
0.6
0.4
0.4

2.3
1.4
0.7
0.7
0.6
0.5
0.4

0.4
0.1
0.3
0.3
0.1
0.2
0.2
0.1
0.2
0.2
0.3
0.2
81.3
100.0

0.4
0.2
0.3
0.3
0.1
0.2
0.2
0.1
0.2
0.2
80.5
100.0

0.4
0.2
0.3
0.3
0.2
0.2
0.2
0.1
0.2
0.2
79.5
100.0

0.4
0.3
0.3
0.3
0.2
0.2
0.2
0.2
0.2
0.2
78.1
100.0

0.4
0.3
0.3
0.3
0.3
0.2
0.2
0.2
0.2
0.2
77.5
100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources

Retailing GBN Brand Shares: % Value 2012-2015

% retail value rsp excl sales tax


Brand
Company (GBO)
SM Department Store
Puregold
Mercury Self-Serve
Robinsons
SM Supermarket
Rustan
SM Hypermarket
Save More Supermarket
7-Eleven
Mercury Drug
Avon
Watson's
SM Appliance
SM
Gaisano Grand Mall
Ace
S&R Membership
Shopping
Metro Supermarket
NCCC
Gaisano Capital
Others
Total
Source:

Table 16

SM Retail Inc
Puregold Price Club Inc
Mercury Drug Corp
JG Summit Holdings Inc
SM Retail Inc
Rustan Group of Cos
SM Retail Inc
SM Retail Inc
Seven & I Holdings Co Ltd
Mercury Drug Corp
Avon Products Inc
Hutchison Whampoa Ltd
SM Retail Inc
SM Retail Inc
Gaisano Grand Group of Cos
Ace Hardware Corp
Puregold Price Club Inc
Metro Retail Stores Group
New City Commercial Corp
Gaisano Capital Group

2012

2013

2014

2015

2.5
1.7
2.3
1.6
1.6
1.0
1.0
0.7
0.4
0.7
0.6
0.6
0.5
0.4
0.5
0.4
0.3

2.5
2.1
2.3
1.6
1.6
1.0
1.0
0.7
0.5
0.7
0.6
0.6
0.5
0.5
0.4
0.4
0.4

2.5
2.3
2.3
1.8
1.7
1.2
1.0
0.8
0.6
0.7
0.6
0.6
0.5
0.5
0.4
0.4
0.4

2.5
2.3
2.3
1.9
1.9
1.2
1.0
0.9
0.7
0.7
0.7
0.6
0.5
0.5
0.4
0.4
0.4

0.3
0.2
0.3
82.7
100.0

0.3
0.2
0.3
81.8
100.0

0.3
0.3
0.3
80.7
100.0

0.3
0.3
0.3
80.1
100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources

Store-based Retailing GBO Company Shares: % Value 2011-2015

Euromonitor International

12

RETAILING IN THE PHILIPPINES

Passport

% retail value rsp excl sales tax


Company
SM Retail Inc
Mercury Drug Corp
Puregold Price Club Inc
JG Summit Holdings Inc
Rustan Group of Cos
Seven & I Holdings Co Ltd
Hutchison Whampoa Ltd
Metro Retail Stores Group
Gaisano Grand Group of
Cos
Ace Hardware Corp
New City Commercial Corp
Gaisano Capital Group
Abenson Inc
Viscal Development Corp
AEON Group
San Miguel Corp
Prince Warehouse Club Inc
Rose Pharmacy Inc
National Book Store Inc
Goldilocks Bake Shop Inc
PSMT Phils Inc
South Star Drug Inc
Others
Total
Source:

Table 17

2011

2012

2013

2014

2015

6.8
3.1
1.5
1.7
1.2
0.3
0.6
0.4
0.5

7.1
3.1
2.1
2.0
1.2
0.4
0.6
0.4
0.5

7.2
3.1
2.5
2.1
1.1
0.5
0.6
0.4
0.4

7.5
3.1
2.7
2.3
1.4
0.6
0.6
0.4
0.4

7.7
3.1
2.8
2.4
1.5
0.7
0.6
0.5
0.4

0.4
0.1
0.3
0.3
0.1
0.2
0.2
0.1
0.2
0.2
0.2
0.3
0.2
81.4
100.0

0.4
0.2
0.3
0.3
0.1
0.2
0.2
0.1
0.2
0.2
0.2
80.5
100.0

0.4
0.2
0.3
0.3
0.2
0.2
0.2
0.1
0.2
0.2
0.2
79.5
100.0

0.4
0.3
0.3
0.3
0.3
0.2
0.2
0.2
0.2
0.2
0.2
78.1
100.0

0.4
0.3
0.3
0.3
0.3
0.2
0.2
0.2
0.2
0.2
0.2
77.4
100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources

Store-based Retailing GBN Brand Shares: % Value 2012-2015

% retail value rsp excl sales tax


Brand
Company (GBO)
SM Department Store
Puregold
Mercury Self-Serve
Robinsons
SM Supermarket
Rustan
SM Hypermarket
Save More Supermarket
7-Eleven
Mercury Drug
Watson's
SM Appliance
SM
Gaisano Grand Mall
Ace
S&R Membership
Shopping
Metro Supermarket
NCCC
Gaisano Capital
Abenson
Others

Euromonitor International

SM Retail Inc
Puregold Price Club Inc
Mercury Drug Corp
JG Summit Holdings Inc
SM Retail Inc
Rustan Group of Cos
SM Retail Inc
SM Retail Inc
Seven & I Holdings Co Ltd
Mercury Drug Corp
Hutchison Whampoa Ltd
SM Retail Inc
SM Retail Inc
Gaisano Grand Group of Cos
Ace Hardware Corp
Puregold Price Club Inc
Metro Retail Stores Group
New City Commercial Corp
Gaisano Capital Group
Abenson Inc

2012

2013

2014

2015

2.6
1.8
2.3
1.6
1.6
1.0
1.0
0.7
0.4
0.7
0.6
0.5
0.5
0.5
0.4
0.3

2.6
2.2
2.4
1.6
1.6
1.0
1.0
0.7
0.5
0.7
0.6
0.5
0.5
0.4
0.4
0.4

2.5
2.3
2.4
1.9
1.7
1.2
1.1
0.8
0.6
0.7
0.6
0.5
0.5
0.4
0.4
0.4

2.6
2.4
2.4
2.0
1.9
1.3
1.0
0.9
0.7
0.7
0.6
0.5
0.5
0.4
0.4
0.4

0.3
0.2
0.3
0.3
82.6

0.3
0.2
0.3
0.3
81.7

0.3
0.3
0.3
0.3
80.6

0.3
0.3
0.3
0.3
80.0

13

RETAILING IN THE PHILIPPINES

Passport

Total
Source:

100.0

100.0

Store-based Retailing LBN Brand Shares: Outlets 2012-2015

sites/outlets
Brand (GBO)
Generics Pharmacy
7-Eleven (Seven & I
Holdings Co Ltd)
Hapinoy
Mercury Self-Serve
Ministop (AEON Group)
Watson's (Hutchison
Whampoa Ltd)
South Star Drug (JG
Summit Holdings Inc)
Goldilocks
Monterey Meatshop
(San Miguel Corp)
Mercury Drug
Bench
Puregold
Robinsons (JG
Summit Holdings Inc)
Rose Pharmacy
National Book Store
Penshoppe
Save More Supermarket
Handyman Do It Best
(JG Summit Holdings
Inc)
Abenson (Abenson Inc)
LCC
Others
Total

Table 19

100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources

Table 18

Source:

100.0

Company (NBO)

2012

2013

2014

2015

Generics Pharmacy
Franchising Corp
Philippine Seven Corp

1,455

1,665

1,880

2,000

829

1,009

1,282

1,562

Microventures Inc
Mercury Drug Corp
Robinsons Retail Group
Watson's Personal Care
Store Philippines Inc
Robinsons Retail Group

780
612
336
315

887
640
386
358

990
665
450
402

997
680
520
430

218

239

320

360

Goldilocks Bake Shop Inc


Monterey Foods Corp

282
243

290
268

300
275

315
285

Mercury Drug Corp


Suyen Corp
Puregold Price Club Inc
Robinsons Retail Group

236
220
131
148

250
245
205
171

265
252
235
205

280
265
251
233

Rose Pharmacy Inc


National Book Store Inc
Golden ABC Inc
SM Retail Inc
Robinsons Retail Group

182
150
155
82
95

192
155
157
93
100

203
160
124
113
108

219
167
139
123
113

85
53

85
60

87
68

89
74

899,645
906,252

907,199
914,654

914,139
922,523

921,058
930,160

Abenson Ventures Inc


Liberty Commerical
Center Inc
Others
Total

Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources

Non-Store Retailing GBO Company Shares: % Value 2011-2015

% retail value rsp excl sales tax


Company

2011

2012

2013

2014

2015

Avon Products Inc


Rocket Internet GmbH
Tupperware Brands Corp
Mary Kay Inc
Shoecat Inc
Nu Skin Enterprises Inc
Herbalife Ltd
USANA Health Sciences Inc
Ever Bilena Cosmetics Inc

27.9
5.1
2.0
1.7
1.7
1.1
1.0
0.8

27.4
2.5
5.1
2.0
1.7
1.7
1.0
1.0
0.8

27.4
3.1
5.3
2.0
1.7
1.7
1.1
1.0
0.9

27.7
5.0
5.5
2.0
1.8
1.7
1.1
1.1
0.9

28.1
7.0
5.6
2.0
1.8
1.7
1.1
1.1
1.0

Euromonitor International

14

RETAILING IN THE PHILIPPINES

Passport

Amway Corp
Forever Living Products
International LLC
Amazon.com Inc
Ayala Corp
Splash Corp
eBay Inc
Homeshopping Network Inc
Others
Total
Source:
Note:

Table 20

0.8
0.7

0.8
0.6

0.7
0.6

0.7
0.5

0.7
0.5

0.5
0.3
0.1
0.2
0.2
55.9
100.0

0.4
0.3
0.5
0.2
0.2
53.8
100.0

0.4
0.3
0.6
0.2
0.2
52.8
100.0

0.4
0.3
0.3
0.2
0.2
50.7
100.0

0.4
0.4
0.3
0.2
0.2
48.1
100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources
Vending data captures vending systems installed in public and semi-captive environments only. For
further details refer to definitions.

Non-Store Retailing GBN Brand Shares: % Value 2012-2015

% retail value rsp excl sales tax


Brand
Company (GBO)

2012

2013

2014

2015

Avon
3rd Party Merchants
Mary Kay
Natasha
Tupperware
Nutrimetics
Nu Skin
Herbalife
USANA
Ever Bilena
Zalora
lazada
Amway
Forever Living

27.4
2.0
1.7
1.7
1.6
1.7
1.0
1.0
0.8
1.3
1.2
0.8
0.6

27.4
0.1
2.0
1.7
1.7
1.7
1.7
1.1
1.0
0.9
1.7
1.3
0.7
0.6

27.7
2.6
2.0
1.8
1.8
1.7
1.7
1.1
1.1
0.9
1.1
1.3
0.7
0.5

28.1
5.4
2.0
1.8
1.8
1.8
1.7
1.1
1.1
1.0
0.8
0.7
0.7
0.5

0.3
0.5
0.2
0.2
0.2
0.2
55.6
100.0

0.3
0.6
0.2
0.2
0.2
0.2
54.7
100.0

0.3
0.3
0.2
0.2
0.2
0.2
52.7
100.0

0.4
0.3
0.2
0.2
0.2
0.1
50.1
100.0

myRegalo
Splash
3rd Party Merchants
eBay
Shop TV
Amazon
Others
Total
Source:
Note:

Table 21

Avon Products Inc


Rocket Internet GmbH
Mary Kay Inc
Shoecat Inc
Tupperware Brands Corp
Tupperware Brands Corp
Nu Skin Enterprises Inc
Herbalife Ltd
USANA Health Sciences Inc
Ever Bilena Cosmetics Inc
Rocket Internet GmbH
Rocket Internet GmbH
Amway Corp
Forever Living Products
International LLC
Ayala Corp
Splash Corp
Amazon.com Inc
eBay Inc
Homeshopping Network Inc
Amazon.com Inc

Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources
Vending data captures vending systems installed in public and semi-captive environments only. For
further details refer to definitions.

Non-Grocery Specialists GBO Company Shares: % Value 2011-2015

% retail value rsp excl sales tax


Company
Mercury Drug Corp
SM Retail Inc
Hutchison Whampoa Ltd
JG Summit Holdings Inc
Ace Hardware Corp

Euromonitor International

2011

2012

2013

2014

2015

9.5
3.1
1.7
0.8
1.2

9.5
3.5
1.8
1.5
1.2

9.6
3.7
1.8
1.6
1.3

9.6
3.8
1.9
1.7
1.4

9.6
3.9
2.0
1.7
1.4

15

RETAILING IN THE PHILIPPINES

Passport

Abenson Inc
Rose Pharmacy Inc
National Book Store Inc
Automatic Appliances Inc
Golden ABC Inc
Fast Retailing Co Ltd
Semicon Inc
Suyen Corp
Generics Pharmacy
Franchising Corp
HBC Inc
Western Marketing Corp
True Value Hardware Corp
Toys "R" Us Inc
adidas Group
Nike Inc
South Star Drug Inc
Others
Total
Source:

0.9
0.6
0.6
0.6
0.5
0.4
0.2
0.2

1.0
0.6
0.6
0.6
0.5
0.0
0.4
0.3
0.2

1.0
0.6
0.6
0.6
0.5
0.2
0.4
0.3
0.2

1.0
0.6
0.6
0.6
0.4
0.3
0.4
0.3
0.3

0.9
0.7
0.6
0.5
0.5
0.4
0.4
0.4
0.3

0.2
0.2
0.1
0.1
0.1
0.1
0.6
78.4
100.0

0.2
0.2
0.1
0.1
0.1
0.1
77.6
100.0

0.2
0.2
0.1
0.1
0.1
0.1
76.8
100.0

0.2
0.1
0.2
0.1
0.1
0.1
76.1
100.0

0.2
0.2
0.2
0.2
0.2
0.2
75.9
100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources

Table 22

Non-Grocery Specialists GBN Brand Shares: % Value 2012-2015

% retail value rsp excl sales tax


Brand
Company (GBO)
Mercury Self-Serve
Mercury Drug
Watson's
SM Appliance
SM
Ace
Abenson
South Star Drug
Rose Pharmacy
Handyman Do It Best
National Book Store
Our Home
Uniqlo
Semicon
Bench
Robinsons
Automatic Centre
Blims Fine Furniture
Generics Pharmacy
Penshoppe
Others
Total
Source:

Mercury Drug Corp


Mercury Drug Corp
Hutchison Whampoa Ltd
SM Retail Inc
SM Retail Inc
Ace Hardware Corp
Abenson Inc
JG Summit Holdings Inc
Rose Pharmacy Inc
JG Summit Holdings Inc
National Book Store Inc
SM Retail Inc
Fast Retailing Co Ltd
Semicon Inc
Suyen Corp
JG Summit Holdings Inc
Automatic Appliances Inc
Automatic Appliances Inc
Generics Pharmacy
Franchising Corp
Golden ABC Inc

2012

2013

2014

2015

7.3
2.2
1.8
1.5
1.4
1.2
1.0
0.7
0.6
0.6
0.6
0.4
0.0
0.4
0.3
0.3
0.3
0.3
0.2

7.4
2.2
1.8
1.6
1.5
1.3
1.0
0.7
0.6
0.6
0.6
0.4
0.2
0.4
0.3
0.3
0.3
0.3
0.2

7.4
2.2
1.9
1.6
1.5
1.4
1.0
0.7
0.6
0.6
0.6
0.5
0.3
0.4
0.3
0.3
0.3
0.3
0.3

7.4
2.2
2.0
1.6
1.5
1.4
0.9
0.7
0.7
0.6
0.6
0.6
0.4
0.4
0.4
0.4
0.3
0.3
0.3

0.2
78.9
100.0

0.2
78.1
100.0

0.2
77.5
100.0

0.2
77.4
100.0

2014

2015

Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources

Table 23

Non-Grocery Specialists LBN Brand Shares: Outlets 2012-2015

sites/outlets
Brand (GBO)

Euromonitor International

Company (NBO)

2012

2013

16

RETAILING IN THE PHILIPPINES

Generics Pharmacy
Mercury Self-Serve
Watson's (Hutchison
Whampoa Ltd)
South Star Drug (JG
Summit Holdings Inc)
Mercury Drug
Bench
Rose Pharmacy
HBC
National Book Store
Penshoppe
Rusty Lopez
Handyman Do It Best
(JG Summit Holdings
Inc)
Abenson (Abenson Inc)
Oxygen
SM Appliance (SM
Retail Inc)
Ace Hardware (Ace
Hardware Corp)
Robinsons (JG
Summit Holdings Inc)
Expressions
Sportshouse
SM Homeworld (SM
Retail Inc)
Others
Total
Source:

Table 24

Passport

Generics Pharmacy
Franchising Corp
Mercury Drug Corp
Watson's Personal Care
Store Philippines Inc
Robinsons Retail Group

1,455

1,665

1,880

2,000

612
315

640
358

665
402

680
430

218

239

320

360

Mercury Drug Corp


Suyen Corp
Rose Pharmacy Inc
HBC Inc
National Book Store Inc
Golden ABC Inc
Rusty Lopez Enterprises
Inc
Robinsons Retail Group

236
220
182
188
150
155
113

250
245
192
188
155
157
110

265
252
203
188
160
124
107

280
265
219
180
167
139
118

95

100

108

113

Abenson Ventures Inc


Golden ABC Inc
Star Appliance Center Inc

85
65
63

85
65
67

87
78
71

89
85
73

Ace Hardware
Philippines Inc
Robinsons Retail Group

53

60

64

65

40

42

52

62

Expressions Stationery
Shop Inc
Sportshouse
International Leisure Inc
Homeworld Shopping Corp

45

45

49

54

40

46

50

53

47

50

51

51

112,878
117,255

113,181
117,940

113,606
118,782

114,342
119,825

Others
Total

Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources

Non-Grocery Specialists LBN Brand Shares: Selling Space 2012-2015

selling space '000 sq m


Brand (GBO)
Handyman Do It Best
(JG Summit Holdings
Inc)
National Book Store
Ace Hardware (Ace
Hardware Corp)
Mercury Self-Serve
Watson's (Hutchison
Whampoa Ltd)
Bench
Generics Pharmacy
Abenson (Abenson Inc)
SM Appliance (SM
Retail Inc)
South Star Drug (JG

Euromonitor International

Company (NBO)

2012

2013

2014

2015

Robinsons Retail Group

131.4

138.4

148.8

155.6

National Book Store Inc


Ace Hardware
Philippines Inc
Mercury Drug Corp
Watson's Personal Care
Store Philippines Inc
Suyen Corp
Generics Pharmacy
Franchising Corp
Abenson Ventures Inc
Star Appliance Center Inc

135.7
99.1

140.4
112.2

148.1
119.6

154.6
121.5

77.7
62.4

81.2
69.8

84.4
78.4

86.3
83.8

57.7
40.7

64.3
46.6

69.4
52.6

73.0
56.0

45.6
40.7

45.6
43.3

46.7
45.9

47.8
47.2

26.0

26.6

32.3

36.3

Robinsons Retail Group

17

RETAILING IN THE PHILIPPINES

Summit Holdings Inc)


Mercury Drug
Uniqlo (Fast
Retailing Co Ltd)
SM Homeworld (SM
Retail Inc)
Penshoppe
Our Home (SM Retail
Inc)
Expressions
Rose Pharmacy
Sportshouse
Robinsons (JG
Summit Holdings Inc)
Toby's
Others
Total
Source:

Table 25

Passport

Mercury Drug Corp


Fast Retailing
Philippines Inc
Homeworld Shopping Corp

26.6
3.3

28.2
6.6

30.0
17.6

31.7
29.7

26.5

28.3

28.9

28.9

Golden ABC Inc


Casamia Furniture
Center Inc
Expressions Stationery
Shop Inc
Rose Pharmacy Inc
Sportshouse
International Leisure Inc
Robinsons Retail Group

30.4
21.5

30.8
23.0

25.3
24.2

28.4
25.6

20.2

20.3

22.0

24.3

20.2
17.4

21.3
18.0

22.5
19.3

24.3
20.5

11.8

12.4

15.3

18.2

16.3
12,253.3
13,164.7

17.8
12,337.4
13,312.5

17.8
12,395.2
13,444.4

17.8
12,481.2
13,592.7

Quorum International Inc


Others
Total

Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources

Forecast Sales in Retailing by Store-based vs Non-Store: Value 2015-2020

PHP bn

Store-based Retailing
Non-Store Retailing
Retailing
Source:
Note:

Table 26

2015

2016

2017

2018

2019

2020

3,182.7
76.4
3,259.1

3,321.9
78.9
3,400.8

3,460.3
81.7
3,542.0

3,603.7
84.3
3,688.0

3,752.5
87.1
3,839.7

3,908.3
89.9
3,998.2

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Forecast value data in constant terms.

Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth


2015-2020

% constant value growth, retail value rsp excl sales tax

Store-based Retailing
Non-Store Retailing
Retailing
Source:
Note:

Table 27

2015/2016

2015-20 CAGR

2015/20 TOTAL

4.4
3.3
4.3

4.2
3.3
4.2

22.8
17.7
22.7

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Forecast value data in constant terms.

Forecast Sales in Store-based Retailing by Channel: Value 2015-2020

PHP bn

Grocery Retailers
Non-Grocery Specialists

Euromonitor International

2015

2016

2017

2018

2019

2020

1,962.7
1,015.1

2,063.3
1,041.6

2,160.6
1,070.0

2,260.4
1,099.6

2,362.4
1,131.1

2,468.6
1,164.3

18

RETAILING IN THE PHILIPPINES

Mixed Retailers
Luxury Retailing
Store-based Retailing
Source:
Note 1:
Note 2:
Note 3:

Passport

204.9
6.9
3,182.7

217.0
3,321.9

229.6
3,460.3

243.7
3,603.7

259.0
3,752.5

275.5
3,908.3

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Forecast value data in constant terms.
Luxury retailing not included in store-based retailing total to avoid double counting as luxury retailing is a
duplicate category already accounted for within non-grocery specialists and mixed retailers.
No forecast data available for luxury retailing.

Table 28

Forecast Store-based Retailing Outlets by Channel: Units 2015-2020

'000 outlets

Grocery Retailers
Non-Grocery Specialists
Mixed Retailers
Luxury Retailing
Store-based Retailing
Source:
Note 1:
Note 2:

2015

2016

2017

2018

2019

2020

809.8
119.8
0.5
0.1
930.2

816.0
121.4
0.5
937.9

821.7
123.5
0.5
945.8

827.1
125.1
0.5
952.8

832.0
127.4
0.6
960.0

836.5
129.9
0.6
967.0

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Luxury retailing not included in store-based retailing total to avoid double counting as luxury retailing is a
duplicate category already accounted for within non-grocery specialists and mixed retailers.
No forecast data available for luxury retailing.

Table 29

Forecast Sales in Store-based Retailing by Channel: % Value Growth 20152020

% constant value growth, retail value rsp excl sales tax

Grocery Retailers
Non-Grocery Specialists
Mixed Retailers
Luxury Retailing
Store-based Retailing
Source:
Note 1:
Note 2:
Note 3:

2015/2016

2015-20 CAGR

2015/20 TOTAL

5.1
2.6
5.9
4.4

4.7
2.8
6.1
4.2

25.8
14.7
34.5
22.8

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Forecast value data in constant terms.
Luxury retailing not included in store-based retailing total to avoid double counting as luxury retailing is a
duplicate category already accounted for within non-grocery specialists and mixed retailers.
No forecast data available for luxury retailing.

Table 30

Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 20152020

% unit growth

Grocery Retailers
Non-Grocery Specialists
Mixed Retailers
Luxury Retailing
Store-based Retailing

Euromonitor International

2015/16

2015-20 CAGR

2015/20 Total

0.8
1.3
3.1
0.8

0.7
1.6
3.3
0.8

3.3
8.4
17.5
4.0

19

RETAILING IN THE PHILIPPINES

Source:
Note 1:
Note 2:

Table 31

Passport

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Luxury retailing not included in store-based retailing total to avoid double counting as luxury retailing is a
duplicate category already accounted for within non-grocery specialists and mixed retailers.
No forecast data available for luxury retailing.

Forecast Sales in Non-Store Retailing by Channel: Value 2015-2020

PHP bn

Direct Selling
Homeshopping
Internet Retailing
Vending
Internet Pure Play
Retailers
Mobile Internet Retailing
Non-Store Retailing
Source:
Note 1:
Note 2:
Note 3:
Note 4:

Table 32

2015

2016

2017

2018

2019

2020

60.4
0.2
15.7
0.1
15.3

61.6
0.2
17.0
0.1
-

63.1
0.2
18.4
0.1
-

64.5
0.2
19.6
0.1
-

65.9
0.2
20.9
0.1
-

67.5
0.2
22.1
0.1
-

0.6
76.4

0.9
78.9

1.1
81.7

1.4
84.3

1.7
87.1

2.0
89.9

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Forecast value data in constant terms.
Vending data captures vending systems installed in public and semi-captive environments only. For
further details refer to definitions.
Mobile internet retailing and internet pure play retailers not included in non-store retailing total to avoid
double counting as these categories are already accounted for within internet retailing.
No forecast data available for internet pure play retailers.

Forecast Sales in Non-Store Retailing by Channel: % Value Growth 20152020

% constant value growth, retail value rsp excl sales tax

Direct Selling
Homeshopping
Internet Retailing
Vending
Internet Pure Play Retailers
Mobile Internet Retailing
Non-Store Retailing
Source:
Note 1:
Note 2:
Note 3:
Note 4:

Table 33

2015/2016

2015-20 CAGR

2015/20 TOTAL

2.0
4.8
8.4
-6.0
35.5
3.3

2.3
3.7
7.1
-4.0
25.9
3.3

11.8
19.8
40.7
-18.4
216.7
17.7

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Forecast value data in constant terms.
Vending data captures vending systems installed in public and semi-captive environments only. For
further details refer to definitions.
Mobile internet retailing and internet pure play retailers not included in non-store retailing total to avoid
double counting as these categories are already accounted for within internet retailing.
No forecast data available for internet pure play retailers.

Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space


2015-2020

Value sales PHP bn


Outlets '000

Euromonitor International

2015

2016

2017

2018

2019

2020

1,015.1
119.8

1,041.6
121.4

1,070.0
123.5

1,099.6
125.1

1,131.1
127.4

1,164.3
129.9

20

RETAILING IN THE PHILIPPINES

Selling Space mn sq m
Source:
Note:

Passport

13.6

13.8

13.9

14.2

14.4

14.6

Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources
Forecast value data in constant terms.

Table 34

Forecast Sales in Non-Grocery Specialists by Channel: Value 2015-2020

PHP bn

Apparel and Footwear


Specialist Retailers
Electronics and
Appliance Specialist
Retailers
Health and Beauty
Specialist Retailers
Home and Garden
Specialist Retailers
Leisure and Personal
Goods Specialist
Retailers
Other Non-Grocery
Specialists
Non-Grocery Specialists
Source:
Note:

2015

2016

2017

2018

2019

2020

117.5

120.8

124.7

128.9

133.8

139.2

169.4

175.3

180.9

186.2

191.0

195.2

209.1

215.4

221.4

226.8

232.0

236.9

206.4

210.9

216.3

222.4

229.4

237.0

132.3

135.5

139.0

142.9

147.0

151.5

180.4

183.7

187.7

192.4

198.0

204.5

1,015.1

1,041.6

1,070.0

1,099.6

1,131.1

1,164.3

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Forecast value data in constant terms.

Table 35

Forecast Non-Grocery Specialists Outlets by Channel: Units 2015-2020

'000 outlets

Apparel and Footwear


Specialist Retailers
Electronics and
Appliance Specialist
Retailers
Health and Beauty
Specialist Retailers
Home and Garden
Specialist Retailers
Leisure and Personal
Goods Specialist
Retailers
Other Non-Grocery
Specialists
Non-Grocery Specialists
Source:

Table 36

2015

2016

2017

2018

2019

2020

30.0

30.6

31.1

31.8

32.5

33.2

2.1

2.1

2.1

2.1

2.1

2.1

13.9

14.5

15.2

16.0

16.8

17.6

9.6

9.6

9.6

9.7

9.8

9.9

7.7

7.8

7.9

8.1

8.2

8.4

56.6

56.9

57.5

57.5

58.1

58.7

119.8

121.4

123.5

125.1

127.4

129.9

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth


2015-2020

Euromonitor International

21

RETAILING IN THE PHILIPPINES

Passport

% constant value growth, retail value rsp excl sales tax

Apparel and Footwear Specialist


Retailers
Electronics and Appliance Specialist
Retailers
Health and Beauty Specialist Retailers
Home and Garden Specialist Retailers
Leisure and Personal Goods Specialist
Retailers
Other Non-Grocery Specialists
Non-Grocery Specialists
Source:
Note:

2015/2016

2015-20 CAGR

2015/20 TOTAL

2.8

3.4

18.4

3.5

2.9

15.2

3.0
2.2
2.4

2.5
2.8
2.7

13.3
14.8
14.5

1.8
2.6

2.5
2.8

13.4
14.7

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Forecast value data in constant terms.

Table 37

Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 20152020

% unit growth

Apparel and Footwear Specialist


Retailers
Electronics and Appliance Specialist
Retailers
Health and Beauty Specialist Retailers
Home and Garden Specialist Retailers
Leisure and Personal Goods Specialist
Retailers
Other Non-Grocery Specialists
Non-Grocery Specialists
Source:

2015/16

2015-20 CAGR

2015/20 Total

1.7

2.0

10.6

0.1

0.2

1.2

4.6
0.5
1.4

4.9
0.6
1.7

27.0
3.3
8.7

0.5
1.3

0.8
1.6

3.8
8.4

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

DEFINITIONS
This report analyses the market for retailing in Philippines. For the purposes of the study, the
market has been defined as follows:
Store-based retailing
Grocery retailers
Modern grocery retailers
Convenience stores
Discounters
Forecourt retailers: chained forecourt retailers; independent forecourt retailers
Hypermarkets
Supermarkets
Traditional grocery retailers
Independent small grocers
Food/drink/tobacco specialists
Other grocery retailers

Euromonitor International

22

RETAILING IN THE PHILIPPINES

Non-grocery retailers
Apparel specialist retailers
Electronics and appliance specialist retailers
Health and beauty specialist retailers
Chemists/pharmacies
Drugstores/parapharmacies
Beauty specialist retailers
Other healthcare specialist retailers
Home and garden specialist retailers
Furniture and homewares stores
Home improvement and gardening stores
Leisure and personal goods specialist retailers
Jewellery and watch specialist retailers
Media products stores
Pet shops and superstores
Sports goods stores
Stationers/office supply stores
Traditional toys and games stores
Other leisure and personal goods specialist retailers
Mixed retailers
Department stores
Variety stores
Mass merchandisers
Warehouse clubs
Other non-grocery retailers
Non-store retailing
Vending
Homeshopping
Internet retailing
Direct selling
Explanations of words and/or terminology used in this report are as follows:
Sari-sari store: A traditional convenience store commonly found in residential areas. This type
of retail outlet is more prevalent in provinces; however, they are also visible in metropolitan
cities, particularly in middle-income neighbourhoods.
Carinderia: Is a food stall that serves home-cooked Filipino meals, offering a variety of viands,
rice and beverages to its customers.
Barangay: Is the native term for village or district.
Other terminology:
GBO refers to global brand owner, which is the ultimate owner of a brand.
NBO refers to national brand owner, which is the company licensed to distribute a brand on
behalf of a GBO. The NBO may be a subsidiary of a GBO or it may be a completely separate
company. Share tables at both GBO and at NBO level are provided in the report. Reference
to shares in the report analysis is at NBO level.

SOURCES
Sources used during research include the following:

Euromonitor International

Passport

23

RETAILING IN THE PHILIPPINES

Summary 2
Research Sources
Official Sources

Passport

Bureau of Food & Drugs (BFAD)


Department of Trade & Industry
National Statistics Office, Republic of
Philippines
Philippine Securities & Exchange Commission
Philippine Star

Trade Associations

Association of Filipino Franchisers Inc


Direct Selling Association of the Philippines
Drugstores Association of the Philippines
(DSAP)
Pampanga Supermarket & Groceries
Association
Philippine Amalgamated Supermarkets
Association Inc
Philippine Franchisers Association
Philippine Retailers Association

Trade Press

ABS-CBN News
Business Insight Malaya
Business World Online
Manila Bulletin
Manila Times
Philippine Business
Sun Star Cebu Network Online
The Philippine Daily Inquirer

Source:

Euromonitor International

Euromonitor International

24