Almost all Filipinos are now health-conscious, as a Kantar study finds that all or 99 percent of Filipinos consider remaining healthy as important, with 97 percent of respondents recognizing the value of buying healthy grocery items for their homes.

During an online media conference on Thursday, Kantar's study titled "Wealth in Health," Marie-Anne Lezoraine, managing director of the Worldpanel Division of Kantar Philippines revealed that Filipinos' concern for the health of their families and personal peace of mind are the top reasons why Filipino shoppers choose to purchase healthy grocery items.

Kantar's study gathered responses from almost 1,200 from February to April 2023.

"Nearly all Filipinos believe in the importance of focusing on one's health and appreciate the value in choosing healthy grocery items for themselves and their families. Their motivations and how these influence their shopping habits differ depending on their location, as availability of these products becomes a challenge," she said.

According to data gathered by Kantar, only 72 percent of shoppers are buying healthy grocery items consistently, with residents of the National Capital Region (NCR) purchasing healthy food options more frequently (84 percent) compared to those located in Mindanao (55 percent).

Meanwhile, the study further revealed that the socioeconomic stature of Filipinos does not seem to make a big impact on their consistency in purchasing healthy grocery items with 77 percent of the upper class (ABC) buying often, followed closely by class D (70 percent) and class E (75 percent).

In its first year, the Kantar Wealth in Health study provides valuable insights on what brands must do to leverage nearly all Filipinos' desire to choose healthy grocery items.

When it comes to their definition of healthy grocery items, one of the top five product characteristics Filipino shoppers look for from brands is healthy ingredients.

Availability in most stores is also one of the key considerations in consistently choosing healthy grocery items as part of their shopping basket.

"Filipino shoppers have expressed their desire to choose healthy and to buy healthy. Knowing why health is important and how shoppers define healthy grocery items will help brands develop or expand product lines to cater to these motivations and shopping practices, especially with the coming New Year when Filipinos plan their resolutions to live a healthier lifestyle," added Lezoraine.