Celebrating Father’s Day in the Philippines seems not complete without some good company of alcoholic drinks, with Vodka, Chinese wine gaining popularity, a study suggests. | ManilaBulletin
Data analytics platform Packworks, in collaboration with socio-cultural research firm Fourth Wall, analyzed grassroots sales volume data from over 200,000 sari-sari stores in the Philippines through its business intelligence tool Sari IQ and discovered that alcoholic beverages experienced a notable increase in sales during Father's Day in both 2022 and 2023.
Aluminum foil enjoyed the biggest surge, with a whopping 772 percent, followed by rice with 216 percent. Powder soup mix had a 215 percent increase in sales, while flour was at 157 percent.This year, however, the study revealed that Chinese wine posted the highest growth in sales with 84 percent. "The Sari IQ data suggests that while food is becoming less prominent among ordinary customers’ demand, alcoholic beverages remain on top in their market baskets on Father’s Day. Furthermore, the findings shed light on the evolving nature of consumer preferences during Father's Day, implying Filipinos are exploring and embracing a wider variety of products to enhance their celebrations," said Arch Tesorero, Advanced Analytics and Insights Manager at Packworks.
“The inflationary difference could have adversely affected the demand for comfort food, as it discouraged people from purchasing them. This could explain the fragmentation of the top demanded product on Father’s Day,” Fourth Wall’s Research Director John Brylle Bae explained.
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