Most In-Demand Products in the Philippines 2025

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More Filipinos are turning to e-commerce, whether to shop for daily needs or start their online businesses. With over 86 million local internet users, buying and selling online has become part of everyday life.

The numbers speak for themselves: The Philippine e-commerce market is projected to reach $16.75 billion in 2025, with even more growth expected in the years ahead.

As the market expands, competition is rising. It’s no longer enough just to set up an online store—you need to know the most in-demand products in the Philippines and how local consumers behave. When you stay updated on current trends, you’ll know what to sell and how to market it.

In this article, you’ll learn about the most in-demand products in the country for 2025, plus tips on how to market them well.

Understanding the Latest Market Trends

Market trends show the direction an industry is heading and highlight what consumers are starting to prioritize. If you want to stay competitive, you need to stay informed through market research.

Using tools like Google Trends, Google Search Console, KWFinder, and Ahrefs Webmaster Tools can help you identify which products are gaining interest. It’s also essential to study how people shop and what factors influence their buying decisions.

List of the Most In-Demand Products in the Philippines

There’s no need to guess what products to sell. Here’s a rundown of the top items Filipinos are buying in 2025—backed by data, not just hype.

Electronics

Electronics—primarily smartphones and laptops—are currently the most in-demand products in the Philippines. More people are taking remote jobs, and smartphones and other portable devices have become an extension of their lives.

And it’s not just new tech that sells. Many buyers are going for second-hand devices because they’re more affordable but still reliable.

The local electronics market is expected to grow to $8.1 billion, with mobile devices accounting for more than half of all sales. That said, you can offer budget-friendly gadgets that support mobile gaming, online classes, and social media.

Top-selling products include:

• Smartphones
• Laptops
• Smartwatches
• TVs

Android phones continue to lead the market, with Oppo and Vivo at the forefront. Other popular brands include Samsung, Xiaomi, and Cherry Mobile—all known for offering strong features at competitive prices.

Home appliances

Rising incomes and a growing preference for modern, energy-efficient living have created a demand for home appliances in the Philippines. Many Filipinos are choosing appliances like inverter refrigerators and air conditioners to help cut down on electricity bills.

The home appliances market is expected to reach $11.4 billion by 2025. Government programs promoting energy efficiency and increasing interest in smart home technology are driving this upward trend.

If you’re entering this market, consider focusing on appliances that combine durability, energy savings, and space efficiency—features that matter most in urban households. High-demand products include:

• Refrigerators
• Washing machines
• Air conditioners

Top brands that resonate with Filipino consumers are Samsung, LG, Panasonic, Sharp, and Hanabishi—all known for reliable performance and innovative features.

Health and wellness

More Filipinos are prioritizing their health. The pandemic pushed nearly 98% of Filipinos to adopt healthier lifestyles, especially younger generations concerned about their long-term health and the rising cost of healthcare. 

This shift is driving the demand for health and wellness products in the Philippines. From vitamins to fitness gear, Filipinos are investing in items that help them stay fit, reduce stress, and improve their overall well-being.

By 2030, the Philippines’ nutrition and supplements market is projected to grow from $800 million in 2022 to $1.4 billion in 2030.

If you’re looking to enter this market, now’s the time. Top-selling wellness products include:

• Vitamin supplements
• Skincare products
• Yoga mats
• Resistance bands
• Dumbbells

Filipinos prefer wellness products that are convenient, affordable, and easily accessible. Trusted brands like Unilab (Enervon) and USANA, along with retailers like Watsons and Healthy Options, are making health products more available nationwide.

Fashion and accessories

Filipinos have a natural flair for style and a keen eye for the latest trends, whether it’s work clothes or accessories that add the perfect finishing touch. That’s why it’s no surprise that 65% of local online shoppers purchase fashion items. Both fast-fashion and local boutique brands are thriving in the market.

Experts predict the fashion and apparel market will reach $5.3 billion by 2025, with a steady 5% CAGR. The growth is fueled by the country’s youthful population and the rise of online fashion retail. Women’s fashion, in particular, is a strong segment, with trending products such as:

• Maxi dresses
• Cargo pants
• Denim
• Hair clips
• Scrunchies
• Headbands

Popular local and international brands among Filipino shoppers include:

• Bench
• Penshoppe
• H&M
• Mango

Beauty and personal care

Filipinos are serious about their beauty routines, with nearly half (47%) of online shoppers buying beauty products. The growth is due to social media and the popularity of Korean beauty.

Experts predict the beauty and personal care market will reach $6.8 billion by 2025, growing at about 1% per year in the later part of the decade. Top products to sell in this category include:

• Toners
• Moisturizers
• Serums
• Sunscreens
• Lip and cheek tints

Popular local beauty brands include Vice Cosmetics, BLK, and Happy Skin. Korean brands such as Innisfree, Laneige, Beauty of Joseon, and Banila Co are also very popular.

Food and beverage (groceries)

Food and groceries are at the heart of every Filipino household. Whether it’s stocking up on rice for the next meal or grabbing a quick snack during a busy day, these items are always in demand.

In fact, the food and grocery retail market in the Philippines reached $53.5 billion in 2024 and may surpass $55 billion by 2025. While the market is mature and growing more slowly, trends like the shift to online grocery shopping via e-commerce and delivery apps are starting to reshape the landscape. 

However, traditional supermarkets still hold the largest share of the market.

Some of the high-demand products in this category include:

• Rice
• Cooking oil
• Coffee
• Snacks
• Canned goods

Filipinos also mainly purchase from SM Markets, Robinsons Supermarket, Puregold, and Savemore. Meanwhile, popular FMCG brands are:

• Nestlé
• Monde Nissin
• Unilever
• San Miguel

As the population and incomes continue to grow, the demand for food and grocery products in the Philippines will remain strong.

Popular E-Commerce Platforms for In-Demand Products in the Philippines

Various shopping sites in the Philippines offer a wide range of in-demand products, each catering to different consumer needs. Here are the top platforms and the unique products they’re known for.

Shopee

Shopee has become a popular shopping app in the Philippines, garnering 9.75 million downloads in 2024. Its top-selling products are:

• Health and personal care – Products like vitamins, skincare, and hygiene items are consistently in demand. Popular choices include Puritan’s Pride Vitamin C, Cetaphil Daily Cleanser, and Lactum 3+ Milk.
• Fashion and accessories – Affordable clothes and accessories sell well, especially Glam Lab earrings, Penshoppe t-shirts, and Uniqlo athleisure. These are popular among Gen Z shoppers and those looking for budget-friendly options.
• Home and living – Essential items for the home, like storage solutions and cleaning tools, are always popular. Best-sellers include Gizelle Storage Containers and Xiaomi Smart Home Devices, which are perfect for organizing and upgrading your space.
• Mobile and gadgets – Accessories like Anker power cables, Xiaomi earphones, and Huawei chargers are best-sellers, especially during flash sales.
• Food and beverages – Instant noodles, snacks, and bulk grocery items like Nescafé Coffee and Chips Delight perform well, thanks to Shopee’s free shipping and vouchers.
• Mother and baby – Parents often return for repeat purchases of trusted items like Pampers Diapers, S-26 Milk Formula, and Huggies Baby Wipes.

Lazada

Lazada is another major player in the Philippine e-commerce scene, with the app being downloaded 7.66 million times in 2024. Here are some of its top-selling products:

• Electronics and gadgets – Many Filipinos are buying Samsung Galaxy A54 or Xiaomi Redmi Note 12 and accessories like Baseus earphones. Bigger items like Samsung Smart TVs and Lenovo laptops really pop during sales, too.
• Fashion – Both men’s and women’s apparel sell well on Lazada. Trending items include loungewear like Uniqlo sweatpants, athleisure like Adidas leggings, and affordable accessories like Fossil watches.
• Health and beauty – Skincare, cosmetics, and wellness supplements remain highly in demand. Top products include L’Oréal Paris Revitalift Serum, Olay Total Effects, and Blackmores vitamins.
• Home and living – Home improvement products like Philips Kitchen Tools, Tefal non-stick pans, and Ikea storage solutions are popular during seasonal and payday promotions.
• Mother and baby – Diapers, milk formula, and baby essentials like Enfalac A+ Milk, Pampers Baby Wipes, and Merries Diapers continue to perform well, making them repeat purchases for parents.

TikTok Shop

TikTok Shop has quickly emerged as one of the top e-commerce platforms in the Philippines, boasting over 2 million sellers. With a 37% increase in livestream sales across Southeast Asia and more businesses embracing live selling, the app is rapidly shaping the future of online shopping in the country.

Here are some of the high-demand products to sell on TikTok Shop:

• Beauty and personal care – Skincare, makeup, and beauty tools sell fast. A lot of people go for brands like Sophiaandkalel, HOLO, and O.TWO.O because they’re trendy and budget-friendly.
• Womenswear and underwear – Clothes like denim jeans, cute dresses, stylish tops, and lingerie really take off—especially during sales or when influencers hype them up. Stores like DENIM FASHION2 and SammyJ are go-to shops.
• Health – Products like slimming coffee, collagen drinks, and herbal supplements are big hits. Thai Beauty Shop and Simplee Supplements are two crowd favorites.
• Menswear and underwear – Streetwear and sporty outfits are hot right now—think comfy shirts, shorts, and workout gear. INSPI is one of the top brands people keep coming back to.
• Shoes – Trendy and casual shoes, especially for women, are always in demand. MIA SHOES and YOTO SHOES have a lot of styles people love.
• Baby and maternity – Essentials like diapers, baby lotion, and maternity clothes are top picks for parents. Unilove PH Official and ichi.ph are trusted names.
• Household and kitchenware – Blenders, organizers, and non-stick pans are typical buys. Hilee and Gaabor PH are popular brands, and when people see TikTok demos or hacks, these products fly off the shelves.

How to Effectively Market Your Products and Sell Them to Filipinos

Even if you’ve found high-demand products with low competition, they won’t sell themselves. You still need the right marketing game. Here are a few tips to help you get started and stand out.

1. Know your target market and their needs

The first step is learning about your ideal customer. What do they care about? What problems do they have? Market research and data analysis will help you uncover these insights.

For example, Filipino consumers tend to favor products that are affordable, convenient, sustainable, and health-conscious. They’re also highly promotion-driven—three out of 10 buyers make purchases because of promos. Think: “Buy 1, Take 1,” free shipping, or limited-time discounts.

Also, consider demographics and reach: as of 2024, the Philippines has 86.75 million social media users, up 8% year over year. This number gives you a massive pool of potential customers, but only if you know how to talk to them and meet their needs.

2. Utilize various marketing channels

With 74% of Filipinos online and over four hours spent daily on social media, platforms like Facebook, TikTok, and Instagram are indispensable. It’s where your audience hangs out—and where your brand should show up consistently.

But don’t stop at posting product photos. Filipinos love videos, with 55.6% regularly watching vlogs. Leveraging short-form videos, tutorials, and user-generated content can go a long way toward making your brand memorable.

Meanwhile, platforms like email and content marketing still have a place, especially when combined with social campaigns or seasonal promotions.

3. Partner with influencers

Filipinos no longer rely solely on celebrities for product recommendations—they trust Influencers or content creators. Over 51% of the country’s online population follows them. That said, influencer partnerships are a powerful way to reach new audiences.

That trust translates to sales: 76% of Filipino consumers may likely to buy from a brand endorsed by someone they follow. It’s no surprise that influencer marketing spending grew by 17.7% in 2024.

To get results, partner with influencers whose followers align with your market. Focus on creators who can share your product in a genuine, relatable way. TikTok and Instagram are great platforms to find them.

4. Use targeted ads

With platforms like Facebook accounting for 85.44% of web traffic in the Philippines, paid advertising can deliver serious results. Tools like Meta Ads and Google Ads let you zero in on audiences based on age, interests, shopping behavior, and more.

What makes targeted ads effective is how precise they can be. You’re speaking directly to people who are already looking for something like your product. Just make sure your visuals, captions, and offers resonate with local preferences. Also, consider pairing ads with influencer content or promo campaigns to boost both reach and conversion.

Turn Strategy in Sales

Selling products in the Philippines requires more than offering in-demand products—you need an innovative, well-executed plan. Know your audience, use the right platforms, and stay active where Filipinos spend their time. With over 72% of the population online and highly influenced by promotions and content creators, there’s massive potential to grow your brand.

Don’t just follow trends—track them. Read comments, run surveys, and monitor social media to understand what your customers want and how their preferences shift.

Ready to take your marketing up a notch? Spiralytics is a content marketing agency in the Philippines that brands rely on to boost visibility and drive results. We’ll help you create a tailored strategy that connects with your audience and converts interest into sales.

Contact us today to form campaigns that actually work.