Lazada Dominates Philippines Canned Food Ecommerce Market - April 2025 Insight

The Philippines canned food ecommerce market demonstrated robust performance in April 2025, with total gross merchandise value (GMV) reaching ₱80.8 million across major digital platforms. This comprehensive analysis reveals significant market dynamics, platform preferences, and brand positioning in the rapidly evolving Filipino digital commerce landscape.

Market Size and Platform Distribution

The canned food ecommerce market in the Philippines totaled ₱80.8 million in April 2025, distributed across three major platforms with distinct market positions:

Lazada dominates the market with ₱41.2 million in GMV, capturing 50.9% of the total market share. This leadership position reflects Lazada's strong logistics network and established consumer trust in food products.

Shopee holds the second position with ₱27.0 million in GMV, representing 33.3% of market share. Despite being second, Shopee maintains a significant presence in the canned food category.

TikTok Shop emerges as a growing force with ₱12.6 million in GMV, accounting for 15.6% of the market. This substantial presence demonstrates the platform's successful penetration into grocery and food categories through social commerce.

Brand Performance and Market Leadership

Overall Market Leaders

Purefoods emerges as the undisputed market leader, capturing 16.5% of the total market share. As a trusted Filipino brand, Purefoods' dominance reflects strong consumer loyalty and effective distribution across all platforms.

Lotte secures second position with 11.1% market share, demonstrating the appeal of international brands in the premium canned food segment.

Porkies rounds out the top three with 7.7% market share, showing strong performance in the local market.

Other significant players include Century (7.1%), Maling (6.8%), Hansung (5.0%), and Mega (4.8%), creating a competitive landscape with both local and international brands.

Platform-Specific Brand Performance

Lazada Market Structure

Lazada shows a more balanced brand distribution, with Purefoods leading at 22.7%, followed by Shuanghui at 15.0% and Today's at 8.6%. The platform's diverse brand portfolio indicates a broader consumer base with varying price preferences.

Shopee Brand Dynamics

On Shopee, Lotte leads with 23.7% of platform GMV, followed by Century at 14.9% and Purefoods at 9.7%. This distribution suggests Shopee consumers gravitate toward premium international brands, with Lotte's strong performance indicating successful marketing and product positioning on the platform.

TikTok's Unique Brand Mix

TikTok Shop displays distinct consumer behavior, with Maling dominating at 30.5% of platform GMV, followed by Purefoods at 10.5% and Lotte at 10.3%. Maling's exceptional performance on TikTok suggests successful social commerce strategies and influencer marketing campaigns.

Market Insights and Consumer Behavior

Platform Preferences

The data reveals distinct consumer behaviors across platforms:

• Lazada attracts value-conscious consumers seeking established brands with reliable delivery
• Shopee consumers show preference for premium international brands, particularly in the canned food category
• TikTok users demonstrate openness to discovery, with traditional brands like Maling finding new audiences through social commerce

Brand Strategy Implications

The market shows several strategic patterns:

Local brands maintain strong positions across all platforms, with Purefoods and Century performing consistently well. This suggests Filipino consumers retain preference for familiar, trusted local brands.

International brands find success through platform specialization, with Lotte excelling on Shopee and Maling dominating TikTok, indicating effective platform-specific marketing strategies.

Emerging brands leverage TikTok for market entry, using social commerce features to build awareness and drive sales in a traditionally dominated market.

Market Outlook and Opportunities

The ₱80.8 million April 2025 GMV represents significant growth potential in the Philippines canned food ecommerce sector. Key opportunities include:

Platform Development

• Lazada's market leadership provides opportunity for brands to leverage its logistics strength
• Shopee's premium positioning offers growth potential for international and premium local brands
• TikTok's social commerce creates new marketing channels for both established and emerging brands

Brand Positioning

The fragmented market beyond the top three brands (70.1% of market held by others) suggests opportunities for consolidation and growth among mid-tier brands.

Consumer Trends

The strong performance across all platforms indicates growing consumer comfort with purchasing food products online, supported by improved logistics and trust in ecommerce platforms.

Strategic Implications for Market Players

The ₱80.8 million market presents clear opportunities for different types of players. Established brands like Purefoods can leverage their cross-platform strength to maintain leadership, while international brands should consider platform-specific strategies—following Lotte's success on Shopee or Maling's breakthrough on TikTok.

For emerging brands, TikTok's social commerce features offer the most accessible entry point, allowing smaller players to build awareness without competing directly against established distribution networks on Lazada and Shopee.

The data also reveals that Filipino consumers are increasingly comfortable purchasing food products online, creating sustained growth potential across all platforms. Brands investing in digital-first strategies and platform-specific marketing will likely capture disproportionate share as the market continues expanding beyond its current ₱80.8 million base.

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