Worldpanel by Numerator is projecting moderate growth for the Philippines’ fast-moving consumer goods (FMCG) sector in 2026, urging companies to sharpen their focus on specific shopper groups and expand selling channels to sustain momentum.

In its latest outlook, the research firm estimates in-home FMCG sales will rise by three percent to four percent next year, reflecting slower economic expansion, modest price increases, and cautious consumer spending.

“Worldpanel by Numerator expects a three percent to four percent growth for in-home FMCG products in 2026 based on subdued economic growth projection, modest price increase of goods, and a slight increase in consumer spending,” said Laurice Obana, Shopper Insights Director.

Despite tempered growth, opportunities remain strong in high-value segments.

One area is the so-called silver market. About 16 percent of Filipinos are now aged 55 and above, a share expected to more than double by 2055. Older consumers tend to outspend younger buyers by roughly 10 percent, with a clear preference for health-related items such as plant-based milk and supplements. Many also invest in fitness and wellness products.

Households of overseas Filipino workers (OFWs) are another driver. Remittances continue to support spending, with 73 percent of FMCG categories seeing higher spend per buyer among these families. OFW households typically purchase in bulk, build wider product baskets, and shop more often in supermarkets and hypermarkets.

Pet ownership is also shaping demand. Around 67 percent of Filipino homes have at least one pet, opening opportunities not only for pet food but also for related goods such as pet-safe cleaners and air fresheners.

Beauty remains a bright spot, with average spending exceeding P2,000 per buyer. Local and smaller facial care and cosmetics brands are gaining traction across both modern trade and neighborhood stores.

Beyond segments, the firm noted the rise of discounters, e-commerce, and “modern palengke” formats that combine retail, dining, and services. Food, meanwhile, continues to anchor spending both at home and outside, with traditional eateries accounting for 64 percent of out-of-home dining.

“The FMCG industry must find more occasions and more touchpoints in order to grow in 2026,” Obana said.