TABLE OF CONTENTS
Chapter 1 Executive Summary 2
Summary category level: potato chips 2
Chapter 2 Definition 3
Chapter 3 Category Analysis: Potato Chips 9
Value analysis (Philippine Peso), 2004?09 9
Value analysis (Philippine Peso), 2009?14 10
Value analysis (US dollars), 2004?09 11
Value analysis (US dollars), 2009?14 11
Volume analysis, 2004?09 12
Volume analysis, 2009?14 13
Company and brand share analysis 14
Distribution analysis 18
Expenditure and consumption per capita 20
Chapter 4 Macroeconomic Profile 23
Macroeconomic Indicators 23
Chapter 5 Research Methodology 28
Methodology overview 28
Secondary research 29
Market modeling 30
Creating an initial data model 30
Revising the initial data model 30
Creating a final estimate 31
Creating demographic value splits 31
Primary research 31
Data finalization 32
Ongoing research 32
LIST OF FIGURES
Figure 1: Potato chips, Philippines, value (PHPm), 2004?14 10
Figure 2: Potato chips, Philippines, volume (kg, million), 2004?14 13
Figure 3: Potato chips, Philippines, company share by value (%), 2008?09 16
Figure 4: Potato chips, Philippines, distribution channels by value (%), 2008?09 19
Figure 5: Annual data review process 29
LIST OF TABLES
Table 1: Potato chips category definitions 3
Table 2: Potato chips distribution channels 4
Table 3: Potato chips, Philippines, value (PHPm), 2004?09 9
Table 4: Potato chips, Philippines, value forecast (PHPm), 2009?14 10
Table 5: Potato chips, Philippines, value ($m), 2004?09 11
Table 6: Potato chips, Philippines, value forecast ($m), 2009?14 11
Table 7: Potato chips, Philippines, volume (kg, million), 2004?09 12
Table 8: Potato chips, Philippines, volume forecast (kg, million), 2009?14 13
Table 9: Potato chips, Philippines, brand share by value (%), 2008?09 14
Table 10: Potato chips, Philippines, value by brand (PHPm), 2008?09 15
Table 11: Potato chips, Philippines, company share by value (%), 2008?09 17
Table 12: Potato chips, Philippines, value by company (PHPm), 2008?09 17
Table 13: Potato chips, Philippines, distribution channels by value (%), 2008?09 18
Table 14: Potato chips, Philippines, value by distribution channel (PHPm), 2008?09 18
Table 15: Potato chips, Philippines, expenditure per capita (PHP), 2004?09 20
Table 16: Potato chips, Philippines, forecast expenditure per capita (PHP), 2009?14 20
Table 17: Potato chips, Philippines, expenditure per capita ($), 2004?09 21
Table 18: Potato chips, Philippines, forecast expenditure per capita ($), 2009?14 21
Table 19: Potato chips, Philippines, consumption per capita (kg), 2004?09 22
Table 20: Potato chips, Philippines, forecast consumption per capita (kg), 2009?14 22
Table 21: Philippines population, by age group, 2004?09 (millions) 23
Table 22: Philippines population forecast, by age group, 2009?14 (millions) 24
Table 23: Philippines population, by gender, 2004?09 (millions) 24
Table 24: Philippines population forecast, by gender, 2009?14 (millions) 25
Table 25: Philippines nominal GDP, 2004?09 (PHPbn, nominal prices) 25
Table 26: Philippines nominal GDP forecast, 2009?14 (PHPbn, nominal prices) 25
Table 27: Philippines real GDP, 2004?09 (PHPbn, 2000 prices) 26
Table 28: Philippines real GDP forecast, 2009?14 (PHPbn, 2000 prices) 26
Table 29: Philippines real GDP, 2004?09 ($bn, 2000 prices) 26
Table 30: Philippines real GDP forecast, 2009?14 ($bn, 2000 prices) 27
Table 31: Philippines consumer price index, 2004?09 (2000=100) 27
Table 32: Philippines consumer price index, 2009?14 (2000=100) 27
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