Proudly Philippine made

A 2018 study by Kantar Worldpanel's Brand Footprint revealed disturbing facts about Filipino consumers' brand preferences.

- MARY ANN LL. REYES

According to the study, out of the 50 brands purchased by Filipino consumers, only 28 percent are local brands while a whopping 72 percent are global brands.

A report on Consumerism of Filipinos on Foreign Brands published in 2021 noted that Filipinos tend to patronize global brands over local brands and that one reason could be the general perception that local products are inferior to internationally recognized brands.

It is not surprising that remnants of colonial mentality still exist considering that the Philippines was under the Spanish rule for 300 years and then under the Americans from 1899 to 1946.

Market research firm Kadence International observed that international brands often hold a certain allure among Filipino consumers, attributed to their global reputation, perceived quality and status symbol, especially in categories like fashion, technology and luxury goods, adding that the globalization of consumer culture also reinforces the appeal of international brands, with Filipinos exposed to global trends through the internet and media.

The same article, however, emphasized that there are local brands that command a significant place in the hearts and wallets of Filipino consumers. Take for instance local brand Jollibee, which has outperformed global giants like McDonald's in the Philippines.

It also noted that in recent years, the Philippines has seen a growing consciousness among consumers regarding sustainability and ethical purchasing, a gradual shift toward eco-friendly and ethical brands that prioritize environmental sustainability and social responsibility, a growing popularity of local, organic and handmade goods to support healthier lifestyles, local economies and products with lower environmental footprint, among others.

There are also foreign-made products that you don't just buy just because they are imported.