FILE PHOTO: A Filipino woman checks a job placement agency’s announcement in Manila for cook and factory workers in Taiwan in this undated image. – According to a survey conducted by market research firm Kantar, he majority of Filipinos are juggling multiple jobs to boost their income sources—and still, they are cutting expenses by making their grocery shopping list shorter to make ends meet. Agence France-Presse/Rome Gacad

The majority of Filipinos are juggling multiple jobs to boost their income sources—and still, they are cutting expenses by making their grocery shopping list shorter to make ends meet, according to a survey conducted by market research firm Kantar.

Kantar, in its study, noted that seven out of 10 Filipinos were managing their family’s finances by looking for another job or starting a business to increase income.

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“We’ve observed that this behavior has resulted [in] ‘hustle culture’ among Filipinos, as they try to earn more but at the expense of time for chores, personal interests, and other activities,” said Laurice Obama, consumer and shopper insight director at Kantar Philippines.

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Meanwhile, 19 percent of the surveyed households said they were “struggling to keep afloat” because of retrenchment or fewer working hours that reduce their take-home pay.

Some eight percent, on the other hand, said they were comfortable with their current economic situation.

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When it comes to grocery shopping, the respondents have registered a 5-percent growth in terms of basket purchase.

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READ: PH’s middle class dream by 2040: Is it achievable?

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The Filipino consumers, according to the study, usually buy soft drinks, coffee, water, milk, instant noodles, biscuits, and crackers when they visit the grocery stores.

But those struggling with finances have remained “mindful” of their purchases.

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“In their buying decision, [the study shows] that those who are managing are stretching their funds to get more value for their money,” Kantar said.

These cash-strapped consumers are not only looking for discounts but also trimming their grocery expenses.

“This group does grocery shopping less often and are buying even less than what they intended to when they visit stores,” the study noted.

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Data from Philippine Statistics Authority showed that household spending growth decelerated to 4.6 percent in the second quarter from 5.5 percent a year ago as consumers spent less on clothing and footwear. The primary contributors on the consumption were transportation, housing, water, electricity, and gas, among others.

Kantar, however, said there is glimmer of hope as 41 percent of the respondents believe their situation will get better.

About 52 percent of the surveyed Filipinos expect status quo in the next 12 months while seven percent projects a worse situation moving forward.

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The study surveyed 2nasa11 gaming,000 households in the Philippines from February to April 2024.

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