This is a press release from Nielsen.
The proportion of male “main” shoppers seen in the aisles tripled from 2006
Manila, 10 August 2011 – Philippine consumers take the most pleasure from grocery shopping, compared to their counterparts in the other Southeast Asian countries – 80 percent of Filipinos claimed to enjoy grocery shopping, according to Nielsen’s latest Philippine Shopper Trends Report 2011. Only one in ten consumers surveyed claimed to “quite dislike“ grocery shopping. Consumers in Thailand are a distant second, with 66 percent admitting they really enjoy/like grocery shopping.
“This finding is unique to consumers in the country. With 85 percent of the Philippines population falling into the lower income bracket, grocery shopping continues to be a way for some consumers to entertain themselves and spend time with their families at the same time. Most consumers take this must-do activity in their stride and even derive enjoyment from this activity which may be seen by many consumers in other countries as a chore,” said Marge Martinez, Nielsen’s Associate Director – Retailer Services in the Philippines.
Males versus females
Females continue to be the dominant main shopper in Filipino households (67%), although there is a slight downward trend over the last few years. Correspondingly, there is an emergence of more male main shoppers when it comes to grocery shopping. Nielsen’s analysis revealed that the percentage of male main shoppers tripled from 2006 to 33 percent at the end of 2010. This relatively high percentage also placed Filipino males as the second most likely to be the main grocery shopper for their households, in the Southeast Asia region, trailing after Malaysia (36%).
“The growth of the Business Process Outsourcing industry in the past three years in the Philippines has driven women to take more of a proactive role in seeking employment and landing a job. We therefore see more men and women sharing household responsibilities from bringing food to the table to taking care of the children to doing errands for the household needs,” said Martinez.
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