24 July 2020

by Kristina Noelle S. Andaya

Knowledge Processing Division (KPD) | DTI-Export Marketing Bureau

When the lockdown was enforced in the Philippines, big and small Philippine companies thought of new ways to show their fellowmen their support by thinking of innovative ways to help during these trying times. Many Filipinos had lost their jobs, thereby struggling to put food on the table. Most of them were forced to stay at home to keep them safe and virus-free. There were several who found it a challenge to earn a living for their families’ expenses.  

To the rescue, some PH brands found new ways to extend their help. For instance, in the Trends reports gathered by international market intelligence company, Mintel, a real-estate company started to source fresh produce from farmers and deliver it directly to their condominium units’ residents. 

There were big brands that opened their online stores and joined online selling platforms to encourage customers to stay home and just order online. Also, some companies started new programs which focused on assisting frontliners and families who were greatly affected by the pandemic.  

Food kits for families and frontliners 

Nestle Philippines started the Trusted Companion of the Filipino Family Program as their response to the COVID-19 pandemic. They also gave support to their employees and small-scale retailers [for them to continue to sell their products despite the lockdown]. 

Livelihood during lockdown 

Splash Corporation helped the community by engaging the services of around 40 families living near the manufacturing plant to put stickers on the bottles of its alcohol and hand sanitizers. The corporation was able keep up on the demand of the COVID-19 essentials and at the same time was able to help the families during the quarantine.  

E-shopping in Online Platform 

Unilever launched its online platform so that customers can order their preferred products while they are at the convenience of their own home. 

Consumers can buy personal care, home care, and food products that will be delivered to their doorsteps by the nearby Unilever distributor through the Ustore website. Orders can be made through a website or a sales hotline. It is expected to be delivered within four working days. Payment can be cash or credit card and mobile wallets. 

From farmers’ fresh produces to the customers doorsteps 

The SM Group’s real estate company, SM Development Corporation, conceptualized the community grocer which they named “The Good Guys Market.” They started this drive to help farmers and their tenants. 

The residents in their condo units who ordered fruits and vegetables need not go out as the goods were delivered at their doorsteps. This is an edge for the farmers to bring their produce straight to the consumers. 

Mintel’s Trend Driver Value observed that today’s consumers lookout for things that make life easier, even as what’s ‘easier’ means to consumers shifts rapidly. 

Due to the COVID-19 threat, brands who provide easier solutions to get things done will stand out to the consumers.  

Also in Mintel’s 35-market consumer research study, 14% of Filipino consumers say that supporting charitable initiatives is one of the most important factors in making their food and drink choices. 

As the consumers see empathy from brands and feel that these companies behave ethically especially during difficult situations, more customers will lead to having brand loyalty and continuous patronization.  

In Mintel’s Trend Driver Surroundings, it was stated that “brands will need to continue  staying relevant and present to their consumers through their communications, programs and products, including product formats, packaging, and delivery.” 

DTI-EMB releases market trends and researches through a digest from Mintel every week. If you want to subscbribe, please sign up to our Mailing List.