Food health, safety concerns starting to influence consumer purchasing behavior

Food health and safety are now major factors in Filipino consumers’ purchasing choices, signaling a new openness to healthier options in the market, PwC Philippines said, citing the results of a study.

The 2025 Voice of the Consumer Report indicated that about 60% of consumers now worry about the risks associated with ultra-processed foods and pesticides, outweighing concerns about cost.

Source: Pwc

“The survey results in terms of clamor for affordable food weren’t a surprise, but focus on health and food safety was something that was top of the list,” Mary Jade Roxas-Divinagracia, deals and corporate finance managing partner at PwC Philippines, told reporters at a briefing.

“I think Filipinos are sort of leveling up in terms of what they want and where they want to put their money in. It’s not just about volume or getting more food, but buying better-quality food.”

At least 60% of consumers said they are most concerned about pesticides in their food, while 57% think about the health risks of ultra processed foods and 56% consider food safety to be a major consideration.

However, PwC noted that increasing food prices and persistent cost-of-living challenges are making it more difficult for consumers to meet such goals.

In the Philippines, 45% of respondents said they opt for budget or value brands, while 56% purchase in bulk to maximize their funds.

The study also found that spending habits depend on whether consumers spend more time at home or outside.

“The more time they spend at home, the more they do what we call planned purchases, which means you go to a market, you know exactly what you want to buy, and you’re filling your pantry,” Rakesh Mani, Asia-Pacific consumer markets leader at PwC Southeast Asia said. “The more time spent outside the house, the more you see impulse purchases.”

PwC surveyed 21,075 consumers across 28 countries, including 501 from the Philippines.

Source: Business World

PHL undernutrition seen costing economy $8.5 billion each year

Undernutrition in the Philippines is estimated to cost the economy up to $8.5 billion a year, according to Nutrition International’s Cost of Inaction Tool.

“In the Philippines, the cost of inaction is estimated to be $8.5 billion per year,” Nutrition International Health Economics Project Director Dylan Walters said.

“A similar relative economic cost of around 2% of gross national income (GNI) is (attributed to) malnutrition,” he added.

The Cost of Inaction Tool estimates the health, human capital and economic costs of inaction on stunting, low birthweight and anemia in women and children across over 140 countries.

“As we know, child nutrition has a major effect on human capital loss, as well as educational performance and cognitive loss. That is a significant irreversible human capital deficit that we should be paying more attention to,” Mr. Walters said.

The annual cost of stunting in the Philippines is estimated at $8.1 billion or 1.9% of GNI, accounting for the bulk of the estimated losses. 

“Stunting, or being too short for one’s age, is defined as a height that is more than two standard deviations below the World Health Organization (WHO) child growth standards median,” Nutrition International said.

“It is a largely irreversible outcome of inadequate nutrition and repeated bouts of infection during the first 1,000 days.”

Out of 23 countries in East Asia and the Pacific, the Philippines has the sixth-highest prevalence of stunting. In the world, it ranks 36th out of 175 countries.

The lower the ranking number means higher prevalence of the disease.

Source: Business World

Two million Filipino children living in severe food poverty

Around two million Filipino  children are living in severe food poverty, putting them at risk of malnutrition, according to a new report by the United Nations Children’s Fund (UNICEF).

In a report entitled “Child Food Poverty: Nutrition deprivation in early childhood,” UNICEF said 18% of Filipino children under five years old, equivalent to two million, are considered severely food poor since they consume two or fewer of the eight major food groups a day.

The eight food groups include breastmilk, grains and roots, pulses and nuts, dairy products, meat, poultry and fish, eggs, Vitamin A-rich fruits and vegetables, and other fruits and vegetables.

“Four out of five children in this situation are fed only breastmilk/milk and/or a starchy staple, such as rice, corn, or wheat. Less than 10% of these children are fed fruits and vegetables. And less than 5% are fed nutrient-dense foods such as eggs, fish, poultry, or meat,” it said.

At the same time, 35% of Filipino children under five are living in “moderate food poverty” which means they consume three to four food groups a day.

“Children living in severe food poverty are children living on the brink. This can have an irreversible negative impact on their survival, growth, and brain development. Children who consume just rice and some vegetable soup a day are up to 50% more likely to experience severe forms of malnutrition,” UNICEF Representative to Philippines Oyunsaikhan Dendevnorov said in a statement.

UNICEF said there are 440 million children under five years old that are living in food poverty around the world. Of this total, 181 million children are living in severe food poverty.

The Philippines is one of 20 countries that account for 65% of the children living in severe food poverty globally, it said.

“Almost two-thirds of the total number of children living in severe child food poverty are concentrated in just 20 of these countries: Afghanistan, Bangladesh, China, Côte d’Ivoire, the Democratic Republic of the Congo, Egypt, Ethiopia, Ghana, India, Indonesia, Myanmar, the Niger, Nigeria, Pakistan, the Philippines, Somalia, South Africa, Uganda, the United Republic of Tanzania and Yemen,” it said.

Severe food poverty is not just driven by the inability to buy nutritious food, but also the failure to sustain positive feeding practices.

“Nearly half (46%) of all cases of severe child food poverty are among poor households where income poverty is likely to be a major driver, while 54% — or 97 million children — live in relatively wealthier households, among whom poor food environments and feeding practices are the main drivers of food poverty in early childhood,” it said.

An “alarming” proportion of children in severe food poverty are consuming more “cheap, nutrient-poor” ultra-processed foods and sugar-sweetened beverages, UNICEF said.

“Consumption of unhealthy products was particularly high in Egypt, Kenya, Kyrgyzstan, Lebanon, Nepal and the Philippines, where more than one in five children consumed an unhealthy food and/or sweet beverage — despite these children consuming two or fewer food groups per day,” it said.

To address food poverty, UNICEF urged the government to ensure the availability of affordable food products and to use health systems to deliver nutrition services to prevent and treat malnutrition in early childhood.

The government should also provide cash, food or voucher subsidies to support poorer households, UNICEF said.

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Source: Business World