The country’s fast-moving consumer goods (FMCG) sector is anticipated to post slower growth in 2026 amid spillover effects from last yr’s weaker economic growth, in response to the outlook released by Worldpanel by Numerator on Friday.
In-home FMCG — which incorporates packaged food, beverages, and residential and private care products — is projected to grow by 3% to 4% in 2026, slower than the 5.2% expansion recorded in 2025.
The sector also posted a 0.9% decline within the fourth quarter of 2025.
Laurice P. Obana said the FMCG outlook reflects subdued economic growth projections, modest price increases, and a slight improvement in consumer spending.
“So, still in a way it’s growing faster than our GDP (gross domestic product), and thus we are saying that truly the FMCG sector is somewhat bit more resilient,” Ms. Obana, shopper insights director at Worldpanel by Numerator told reporters through the presentation.
“So, many individuals don’t have numerous money,” she said. “As an alternative of eating out or buying fresh food, they have an inclination to purchase packaged goods.”
Ms. Obana added that the projection also reflects the economic outlook of the Economy Secretary Arsenio M. Balisacan, noting that the results of last yr’s slowdown, although diminishing, are expected to hold over into 2026.
Data from the Philippine Statistics Authority (PSA) showed that GDP expanded by 4.4% in 2025, below the 5.5%–6.5% goal set by the Development Budget Coordination Committee (DBCC).
GDP growth within the fourth quarter of 2025 slowed to three%, a post-pandemic low, compared with the identical period in 2024 and the revised 3.9% growth within the third quarter of 2025.
Mr. Balisacan earlier said the slower growth was because of opposed weather conditions that disrupted economic activity, in addition to the flood-control controversy that weighed on government spending, investment, and consumer demand.
Other than slower GDP growth, FMCG demand continues to face pressure from elevated prices of basic goods, whilst headline inflation eased to 1.8% in December, Ms. Obana said.
The PSA reported that inflation edged as much as 2.0% in January.
To make sure brands sustainable growth in 2026, Worldpanel identified consumer segments that posted higher spending in 2025. The evaluation is predicated on a panel of 5,000 Filipino households whose shopping behavior is tracked to represent about 29 million households nationwide.
Amongst these is the “silver market,” or consumers aged 55 and above, who were found to have stronger purchasing power and to spend 10% greater than those below 55.
Pet owners also present a possibility for brands. About 67% of Filipino households own pets, while 83% of pet owners remain untapped in pet food, despite 16% growth in spending over the past 12 months.
Pet-owning households were also 1.49 times more prone to purchase cleansing products for pets than non-pet owners.
Households with overseas Filipino staff (OFWs) likewise offer growth potential, as they spend 25% greater than households without an OFW, while 73% of FMCG categories show higher-spending buyers amongst OFW households.
Numerator also cited opportunities in personal and residential care products, shopper touchpoints, and lifestyle dining segments that brands can tap.
To exceed the projected FMCG growth rate, Ms. Obana said corporations must strengthen their value proposition to consumers.
“If market conditions improve, shoppers may ease their deal with cheaper goods, but brands must show they provide higher taste, nutrition, or other value in order that they can justify higher prices,” she said.
Worldpanel by Numerator, a US-based data and technology company, is a consumer panel that gives insights on shopper behavior to assist shape the strategies of the world’s leading brands. — Edg Adrian A. Eva