“42% of Filipinos drink less alcohol – study”
BusinessWorld Online reports:
“According to market research firm CGA by NIQ, 42% of Filipino drinkers have reduced their alcohol consumption—significantly above the Asia-Pacific average decline of 30%.
“The shift toward mindful consumption is not a passing trend, but a cultural reset that’s redefining how, when, and why people drink,” CGA by NIQ Head of On Premise APAC James Phillips said in a news release.
The research found that several factors impact alcohol moderation across APAC. Prioritization of well-being at 41% remains a key driver for the reduced intake, followed by cost-cutting measures at 25% to save more money.
The study added that while some are completely avoiding alcohol, 31% of those who still drink in moderation prefer to only drink on special occasions.”
Assessment
A new CGA by NIQ survey highlights a “moderation trend,” but with the firm’s close ties to the alcohol industry and rising harm among youth, the findings warrant caution and a closer look at the real public health picture.
This new report from CGA by NIQ is framed around “moderation” and “mindful consumption” – language that the alcohol industry is strategically deploying to present alcohol use volumes and patterns as “individual choices” rather than results of environments, systems, and commercial drivers.
The firm behind the survey, CGA by NIQ, is a market research company specializing in the on-trade alcohol and hospitality sector, with alcohol producers and distributors among its main clients. While the headline figure – that 42% of Filipino alcohol consumers say they are consuming less – may look encouraging, such market research is designed with a commercial lens and is not always a reliable reflection of population-level consumption trends.
At the same time, official data shows that monthly alcohol use among 10–19-year-olds in the Philippines doubled between 2021 and 2023. While market research talks about “moderation,” the reality is rising harm among children and young people.
This report is part of a core alcohol industry strategy: using selective data and commercial research to manufacture a narrative that shifts blame and delays regulation. Specifically, the alcohol industry (through industry-linked research firms) is:
1. Shifting the focus from systemic harm to individual behavior
- By centering terms such as “mindful consumption,” “moderation,” and “cultural reset,” the alcohol industry reframes alcohol consumption in the Philippines as a matter of personal choice – and success in changing it as a consumer-driven trend.
- This depoliticizes the issue, diverting attention from commercial determinants, marketing exposure, and structural policy gaps.
2. Creating a false sense of progress
- Claiming that 42% are consuming less alcohol (without independent verification or breakdowns) is intended to suggest that policy intervention was unnecessary – that the alcohol market is self-correcting.
- This is a tactic to undermine evidence-based policies, such as tax increases, implying that consumers are already changing their behaviors.
3. Using PR-driven ‘research’ to shape public and policymaker perception
- This type of commercial market research is not peer-reviewed, lacks methodological transparency, and is not aligned with national health surveillance systems.
- Yet, by giving it media exposure, the alcohol industry pollutes the public discourse and shapes political debate, positioning themselves as partners and framing the problem and solution.