Shift in consumer preference benefits local entrepreneurs

CEBU, Philippines – The shifting of consumer preference towards Filipino-made products that are environment and health-friendly has given local entrepreneurs the opportunity to take advantage of the rich resources of raw materials found right at their own backyard.

Department of Trade and Industry (DTI) undersecretary Merly M. Cruz reported that there is now an improving number of consumers, not only in the Philippines who prefer to buy Filipino-made products, which are processed naturally.

"Filipino consumers are now shifting their preference, because we are also catching up with the quality," said Cruz referring to the slowly changing consumerism culture in the Philippines, that already embrace Filipino-made products, rather than patronizing imported items.

While Filipino manufacturers and entrepreneurs are already aware of emphasizing quality to compete with the expensive and imported brands, a growing number of Filipinos, especially the "younger generation" are now recognizing the importance of patronizing Filipino-made products.

According to Cruz, organic and health friendly products, may it be food, personal care, and even cosmetics are now the hottest commodity that consumers are demanding for.

Moreover, Cruz said aside from offering health-friendly products, consumers are now also getting meticulous in examining the packaging of products, whether it is biodegradable, or made from recycled materials.

Patronizing local products is the common practice of other developed countries, like Japan, Europe and even in the United States. Cruz said Filipino consumers are now catching up, and started to recognize the economic impact of this culture.

Culturally, she said Filipinos prefer to buy imported products, or have high regard on products made from other countries, especially in US, Europe. But, today, because Filipino manufacturers are more educated and make quality as emphasis, while providing "pocket-friendly" prices, a growing number of Filipinos are embracing to buy Filipino-made items.

Even the high-end consumer base, like A-B- and high C segments, now prefer to buy Filipino-made, provided quality is at par with imported products.

"We are catching up with our quality," Cruz reiterated.

According to Cruz, DTI will continue to advocate the "Buy-Filipino" campaign in the next few years, in order to push the economy, as well as help local entrepreneurs thrive in the very competitive market.

Philippine-made, all-organic personal care brand Human Nature for instance operated by Gandang Kalikasan Inc. (GKI) is now enjoying significant growth in its product distribution, not only in the Philippines, but other countries as well.

GKI vice president Dylan Wilk, the threat of using chemical-based personal care products to one's health is now becoming an issue, as most health experts are releasing proofs of health-hazards brought about by chemicals mixed in different consumer and personal care products to improve efficacy.

This is why he said consumers are now opting to buy natural or organic products made in the Philippines, because of the country's rich supply of natural resources, such as flowers, plants, vegetables, and fruits richly grown in the Philippines, which have good natural ingredients to nourish, beautify human body.

These include Moringa (Malungay), Lemongrass (Tanglad), Sunflower, Citronilla, Tomato, Aloe Vera, Virgin Coconut Oil, Honey, Guava, Carrageenan, Gugo bark, cucumber, mango, calamansi, Avocado, peppermint, sugarcane, melon, banana, among others.

Organically processed foods like the Muscovado sugar in Negros is now a hit in the overseas market because of consumers' demand for health-friendly products, Cruz concluded. (FREEMAN)