By: Manila Bulletin
Some say that the pandemic is one great equalizer because it affects everyone and does not choose its victim, but a survey showed that inequality was highlighted even more glaringly during the hard long and tough lockdowns in the Philippines where the rich are found indulging in their premium brands while the poor subsisting on food basics.
John Patrick Cua, managing director of Nielsen’s Retail Intelligence business for Philippines, Vietnam and Myanmar, during a webinar on Filipino Consumer Behaviors & Retail Updates to COVID Impact organized by the German Chamber of Commerce of the Philippines presented a survey that revealed the birth of two tales of shoppers during this period: Insulated and Constrained.
The Insulated are those that enjoy job retention, sustained stable income, @home work relocation and enjoys family fiscal support while the Constrained shoppers are those who lost jobs, with compressed income, labor relation, poverty plunge and flux, debt default, no savings, subsist on basics, reactive health response and limited luxuries.
According to the Nielsen study, the Insulated do not only maintain but increase certain spend. This kind of shopper scale on discretionary snacks, treats and beverages. They also opt for self-care grooming and personal regimes.
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