A recent survey by Worldpanel by Numerator shows that only 14% of Filipinos consider themselves financially “comfortable,” meaning they have enough resources to afford most things. The findings highlight that the majority of the population is still navigating financial challenges in 2025.
Most Filipinos Are ‘Managing’ Their Finances
The Worldpanel Shopperscope 2025 report revealed that 75% of respondents describe their financial situation as “managing.” Many of them are taking on extra work or finding ways to better cope financially. This is slightly higher than the 73% recorded in 2024, indicating a steady reliance on active financial management.
Meanwhile, 11% of Filipinos reported feeling “struggling,” showing that a small but significant portion of the population continues to face financial hardship.
Cautious Optimism Amid Rising Costs
Despite financial pressures, optimism is on the rise. Laurice Obana, Worldpanel Shopper Insights director, noted a 10-point increase in the number of Filipinos who expect their financial situation to improve over the next 12 months.
“Respondents remain cautious, keeping a close eye on rising grocery and fuel prices, while health and well-being remain top concerns,” Obana said.
Value-Driven Spending to Boost FMCG Growth
The study also found that Filipinos continue to prioritize value in their purchases. This trend is expected to drive the fast-moving consumer goods (FMCG) sector to achieve 4% to 5% growth this year.
Obana explained, “As financial relief trickles down at different stages, Filipinos practice temperance—balancing their savings while still allowing themselves occasional treats. Brands that understand what ‘value’ means to consumers will continue to thrive in the FMCG market.”
