Manila, Philippines — As the Philippines experienced its hottest year on record in 2024, Filipinos turned to sari-sari stores for relief.
Tech startup Packworks released key findings through its mobile sari-sari store app and business intelligence tool, Sari IQ, which analyzes over 1 million sales transactions per month from its network of over 300,000 sari-sari stores nationwide. The report revealed consumption trends that highlight the crucial role neighborhood stores play in meeting immediate needs during extreme weather.According to its 2024 data, well-known energy drink brand Sting recorded a whopping 83% sales increase, with a PHP 34 million gross merchandise value (GMV) compared to the previous year, up from PHP 18 million.
The sari-sari store staple saw notable sales margins, with Region IV-A (CALABARZON) leading at PHP 7 million in GMV, followed by Region II (Cagayan Valley) at PHP 6.6 million and Region III (Central Luzon) at PHP 6.1 million.
While these regions had strong margins, Mindanao experienced the largest sales increases. Specifically, BARMM (Bangsamoro Autonomous Region in Muslim Mindanao) (+1,810%), Region XIII (CARAGA) (+575%), and Region X (Northern Mindanao) (+554%) recorded over PHP 650,000 in combined GMV. The sales spikes in Mindanao coincided with the all-time temperature records posted, particularly in Butuan City and Malaybalay City, Bukidnon.
Meanwhile, popular powdered iced tea brand Nestea saw a significant 76% spike in sales, recording PHP 30 million worth of GMV compared to PHP 17 million in 2023. Top regions with the highest sales in terms of GMV include Region IV-A (PHP 5.5 million), Region VII (Central Visayas) (PHP 3.1 million), and Region I (Ilocos Region) (PHP 3 million). Meanwhile, Region V (Bicol region) saw the highest sales increase, at +254%, followed by BARMM at +160% and Region VI (Western Visayas) at +138%.
Both Sting and Nestea saw their sales peak in March 2024, coinciding with PAGASA’s declaration of the start of the dry season in the country. Sting saw a 43% sales increase over the previous month, while Nestea saw a 24% increase.
"Our data underscores the critical role sari-sari stores play in providing immediate relief and meeting the ongoing demand for essential refreshment, especially during the hotter months. As forecasts predict continued warm periods this year, it solidifies the sari-sari stores' role as a crucial touchpoint for consumers nationwide, especially for regions that are sweltering through warmer conditions,” Packworks Chief Data Officer Andoy Montiel said.
The Philippine Atmospheric, Geophysical, and Astronomical Services Administration (PAGASA) reported that 2024 is the hottest year on record in the country since monitoring began in 1951. With prolonged periods of warm weather and all-time temperature spikes recorded last year, consumers nationwide found ways to cope with the record-breaking heat at their neighborhood stores.
"The sales trends we recorded not only quantify the remarkable growth but also pinpoint regional nuances in both sales volume and growth. These consumption patterns offer valuable insights for businesses looking to serve this vital market effectively," said Packworks CEO Bing Tan.
Packworks’ Sari IQ is an advanced data analytics tool that processes data from sari-sari stores nationwide to help address the growing needs of store owners and its suppliers to serve its communities with greater efficiency.
For more info about Sari IQ and to uncover more in-depth data trends in sari-sari stores, you may visit http://packworks.io/ or Packworks’ Facebook page to learn more.
March 2025 Manila, Philippines – Sari-sari stores, locally known as neighborhood mom-and-pop shops, are not just a primary source of daily essentials for around 94% of Filipinos but a vital source of empowerment among women entrepreneurs.
This is the finding of a study published by the Philippine Institute for Development Studies (PIDS) in collaboration with tech start-up Packworks. The study, titled “Gender, Microentrepreneurship, Human Flourishing: Exploring the Experiences of Women Sari-sari Store Owners toward Inclusive Growth,” found that women store owners experience significant psychological and social empowerment despite the many challenges they face.
According to the study, women owners take pride in being considered "entrepreneurs" and "business owners," providing them a sense of independence, confidence, and fulfillment from managing their micro-retail businesses. Survey participants also expressed that managing and operating sari-sari stores gives them a deeper sense of purpose and meaning in their lives.
“I can buy things for myself, my kid, and my family now... I am not just a housewife anymore,” one participant in the study said. “Because of my store, I am now busy with other things apart from taking care of my family. I feel more fulfilled.”
The study also demonstrates that women store owners achieve social empowerment by earning higher social status. This is notably observed in their customers addressing them with terms of respect like 'ma'am' or 'boss,' a cultural marker of their elevated position within the community.
Furthermore, female store owners who exhibited characteristics of a “transformational leader” or qualities such as strong empathy, care, and collaboration with the community reported high levels of well-being, empowerment, optimism, and resilience. By becoming more independent and confident, women store owners were able to take on important roles within their communities.The psychological empowerment and individual well-being the women owners experienced were evidenced by their positive results on happiness and life satisfaction, mental and physical health, meaning and purpose, character and virtue, and sense of agency and autonomy.
"This research underscores the resilience and transformative power of women sari-preneurs in the Philippines. They are the heart of their communities, and by supporting them, we are strengthening the social fabric of the nation,” said Packworks CEO Bing Tan. “At Packworks, we are driven by our mission to provide advanced business tools and services that allow these women to not only succeed in business but also to become leaders and change-makers within their communities," he added.
The study surveyed hundreds of female sari-sari store owners in Metro Manila, Central Luzon, and Region IV-A (CALABARZON) between May and June 2024. The majority of those surveyed (90%) are married with dependents, while smaller percentages are single (7%), and the remaining as separated or widowed (3%). Additionally, 78% of the respondents contribute to their household income, 16% serve as breadwinners, and 6% are single mothers.
“This reinforces our previous findings, which revealed that 75% of sari-sari stores are owned by women. Through our business intelligence tool Sari IQ, we can highlight that Filipinas hold significant control over the local economy through these micro-retail enterprises,” said Packworks Lead Data Scientist Joanne Diaz.
A Filipino startup that provides a business-to-business (B2B) open platform to sari-sari stores, Packworks empowers its network of over 300,000 sari-sari stores nationwide by digitizing their daily operations with tools for pricing, inventory management, and sales tracking while also providing access to working capital, product promotions, and rewards.
Learn more about how Packworks transforms grassroots retail and empowers sari-sari store owners across the Philippines by visiting http://packworks.io/.
February 2025 Manila, Philippines — Gone are the days when Filipinos only go to sari-sari stores for everyday essentials: now, they're increasingly becoming a go-to destination for special occasion treats, such as premium chocolates for Valentine's Day.
Tech startup Packworks, through its mobile sari-sari store app and business intelligence tool Sari IQ, has found that sari-sari stores made significant sales of premium chocolates, specifically Swiss brand Toblerone and British confectionary brand Cadbury, for Valentine’s Day based on data collected from February 1, 2022 to February 17, 2025 from its network of over 300,000 sari-sari stores nationwide.
According to Packworks’ data of sari-sari store sales transactions, Toblerone enjoyed nearly a 3,000% spike in sales between February 13 and 15, compared to the same days in other months. Meanwhile, Cadbury saw approximately a 500% increase in sales for the same period.
This trend was consistent across Packworks’ active user base of sari-sari stores nationwide with some notable regional spikes observed in sari-sari stores based in Region IV-A (CALABARZON) which recorded the highest sales for these chocolate brands with almost a quarter of total sales, followed by Region II (Cagayan Valley) and Region III (Central Luzon) accounting for 12% each in Gross Merchandise Value (GMV). Meanwhile, the National Capital Region (NCR) was ranked 5th overall with 7% GMV.
Packworks' Chief Data Officer Andoy Montiel emphasized the role of sari-sari stores as their community's extended pantry, adjusting their inventory based on seasonal demand and consumer preferences:
"Our data shows that the conventional notion that sari-sari stores only sell cheap products might be outdated. These insights suggest that these neighborhood stores can also be the source of more premium products, exemplifying how versatile they can be, evolving to the needs of their communities and fulfilling specific consumer demands, capitalizing on every opportunity, even for occasional indulgences such as these. This adaptability makes these local businesses an integral part of our Filipino social fabric, acting as a true extension of the family pantry."
Overall, Packworks recorded more than PHP 60M in sales for the total chocolate category for the peak months of February.
“This finding illustrates that sari-sari stores can be a source of premium items, not just the cheapest products, depending on the occasion and seasonal needs of their communities,” Montiel adds.
Packworks Chief Executive Officer Bing Tan shares that the data from its network of stores demonstrates Filipinos' passion and affection for loved ones during this special day, splurging on premium items like chocolates despite the rising prices of essential commodities.
"Even with rising prices, we see that Filipinos make an effort to prioritize celebrating special occasions and showing their love for family and friends. This resilience and commitment to connection are truly inspiring, and sari-sari stores play a key role in making these celebrations possible,” says Tan.
Packworks’ Sari IQ service is an innovative tool that leverages data analytics to provide valuable insights into sari-sari store selling behavior and buying patterns of sari-sari store consumers. With its ability to filter information to a per-brand or per-stock keeping unit (SKU) level, Sari IQ gathers data from sari-sari stores nationwide to discover valuable insights so that its users can make better data-driven decisions and expand their businesses for growth.
For info about Sari IQ and to uncover more seasonal data trends in sari-sari stores, you may visit http://packworks.io/ or Packworks’ Facebook page to learn more.
October 2024 Manila, Philippines — As the backbone of the Philippines' retail economy, over 1.3 million sari-sari stores are now at the heart of the country's digital transformation, a key driver for sustained economic growth.
This critical shift will take center stage when Packworks, a Filipino startup that offers a business-to-business (B2B) FMCG marketplace for sari-sari stores, and boutique consultancy firm dGT.asia lead the discussion at the annual Digital Congress (DigiCon) organized by the Digital Marketing Association of the Philippines (DMAP) on October 15 to 16, 2024, in Newport City, Metro Manila.
Packworks co-founder and Chief Platform Officer Hubert Yap, Packworks Chief Data Officer Andoy Montiel, and dGT.asia Managing Partner Micole Bautista will participate in the panel discussion, "The distribution business evolution down to the sari-sari store," under the event track ‘From Digital Transformation to Business Evolution.’ The session will highlight the growing role of technology in the fast-moving consumer goods (FMCG) trade and explore how it can empower sari-sari stores to thrive in a digital economy.
The Philippines' digital transformation is capable of unlocking up to PHP 5 trillion in annual economic value by 2030. However, low digital adoption among micro, small, and medium-sized enterprises (MSMEs), which make up the majority of the country’s businesses, remains a significant barrier. The panel will emphasize the urgency of digital inclusion for micro-retailers like sari-sari stores, which supply daily essentials to approximately 94% of Filipinos.
Yap, with over two decades of retail experience, has long been an advocate for inclusive digital transformation in the Philippines. His vision is to democratize access to technology for underserved micro-retailers.
“Our mission has always been to drive inclusive digital transformation that empowers the most vital yet underserved segment of the retail ecosystem. We are excited to amplify this mission at DigiCon 2024 and showcase how technology can revolutionize sari-sari stores, bridging the digital gap in the Philippines and driving economic progress across communities,” said Yap.
Montiel brings 20 years of experience in the information technology (IT) sector, overseeing Packworks' data-driven platform, including the Sari IQ business tool, which allows retailers and multinational brands to gain deep visibility into sari-sari store operations, optimizing their product distribution and unlocking new customer opportunities.
Bautista, a customer leadership expert, has designed programs for leading brands across Asia, Australia, Western Europe, and the US. With extensive experience in sales, marketing, and HR across FMCG and other key industries, he uses his expertise to help businesses achieve rapid digital transformation through dGT.asia.
Packworks has been at the forefront of providing sari-sari stores with accessible technology tools to enhance their daily operations. Through the Packworks platform, over 270,000 micro-retail stores can digitize tasks such as pricing, inventory management, and revenue tracking. These stores also gain access to working capital loans and benefit from discounted products offered by partner FMCG companies. With 75% of sari-sari stores owned by women, Packworks is committed to empowering female entrepreneurs, helping them scale their businesses and increase income.
With this year’s theme, “REVOLUTION,” DigiCon 2024 will gather over 2,000 participants, including global and local industry experts, thought leaders, and technology pioneers. Attendees from across marketing, advertising, business, academia, media, and innovation sectors will come together to explore the latest advancements and strategies for thriving in a rapidly digitizing world. Other key tracks attendees can explore during this year’s event include: 'From Ecommerce to Digitally Enabled Commerce' (Ecommerce), 'From IMC to Customer-Centric Campaigns' (Brand Building in AI Age), 'From Data Driven to Insight Driven' (Analytics RPA and Data Science), and 'From I to AI' (Innovation Labs on AI).
For more information about Packworks and its mission to empower sari-sari stores nationwide, you may visit http://packworks.io/.
