Filipinos fuel coffee boom in competitive market

Seattle’s Best responds to rising demand with innovation and new launches.

Filipinos’ deepening love for coffee is reshaping the local café landscape, drawing in new players and intensifying competition.

“In the coffee industry in the Philippines, currently, there's an influx of Filipinos who are into coffee,” said John Paulo Oquendo, Marketing Manager at Seattle’s Best Coffee Philippines. “There are many fast coffee players coming in, and also players from outside of the country.”

With more brands targeting the expanding market, Seattle’s Best is working to stay top of mind. “There are brands who are more established… and also brands who are new to the market, who are also getting that share of pocket with the customers,” he said.

The brand’s strategy is rooted in innovation. “We always make sure that our brand offers something new to our customers, whether that’s our core beverages or... food items,” Oquendo added.

Now celebrating its 25th anniversary, Seattle’s Best is using the milestone to strengthen visibility and refresh its offerings. “We will continue to amplify our brand awareness and, of course, creative products,” he said.