IFEX Philippines 2024
‘Instant Eats’ a Hit!
The sweet spot among global consumers when it comes to Philippine food exports is something that is easy and quick but still healthy and nutritious. Read how ready-to-eat savories and home meal replacements made from the country have buyers all over the world craving for more.
June 24, 2025
International buyers have spoken—they want their food ready but still good for the body. The food category ready-to-eat savories and home meal replacements (HMR) swept nearly one-third of the total export sales at the annual trade show organized by the Center for International Trade Expositions and Missions (CITEM), the export promotions arm of the Philippine Department of Trade and Industry (DTI).
Buyers specifically favored Philippine-made snacks, processed/mixed nuts and seeds, and prepared food, generating almost $US 29M. Processed fish and seafood came in next with $US 13.92M, followed by processed fruits and vegetables at $US 13.17M.
The rise of these food products to the top does not come as a surprise. In the 2023 edition of IFEX Philippines, snacks and crispy and savory food placed second, earning $US 21M in export sales next to fruits and vegetables which secured the first spot with export sales reaching $US 80.17M.
A Flavorful Shift
This movement in demand at IFEX Philippines marks a significant change and is in tune with the evolving global consumer preferences.
Ready-to-eat savories and home meal replacements are classified under the convenience food market. Any form of pre-packaged or prepared food that is simple to prepare or can be consumed quickly with little to no cooking or preparation is considered convenience food.
According to Statista, the convenience food market is expected to grow annually by 6.16% (CAGR) from 2025 to 2029. With the rise of more urbanized cities, population increase, and a fast-paced lifestyle, the preference for convenient food is expected to continue. Interestingly, as this trend enjoys an upward tick, more and more consumers aren’t just looking for convenience. They want their food ready and healthy. This represents an opportunity for food manufacturers and exporters to develop new products that are both convenient and nutritionally dense to cater to this growing market segment.
The ready-to-eat food and home meal replacement trend observed at IFEX Philippines was mirrored by several international trade shows held in the same year where food products from the Philippines were showcased. Leaning towards healthier snacking, the trend that came out of the following shows revealed the demand for quintessential Philippine food exports.
For instance, at Gulfood, fruit preserves and Cavendish bananas caught global attention. At the China International Export Expo (CIIE), frozen pineapples, fresh durian, and banana chips were in high demand, while buyers at the China ASEAN Expo (CAEXPO) expressed significant interest in fresh durian. At the Malaysia International Halal Showcase (MIHAS), salted and unsalted coconut spread were among the top buys. Lastly, at the HKTDC Food Expo PRO, buyers favored dried durian, banana chips, other dried fruits, and fresh young coconut.
In a strategic move to capture this growing segment of international buyers, the 2025 edition of IFEX Philippines will feature Sustainability Solutions Exchange to highlight a wide range of healthy and sustainable food products and ingredients, including plant-based and meat alternatives, as well as a host of innovative solutions that will help food manufacturers in their journey towards sustainability.
A Global Marketplace
The latest edition of the Philippine-based food trade show exhibited a 52% increase in trade buyers, reaching more than a thousand, from 45 countries.
United Arab Emirates emerged again as the top buyer for 2024 generating $US 23.68M or 26% of the total reported export sales. The United States came in second with $16.30M, followed by Qatar with $US 8.60M, Canada with $US 7.20M, and Saudi Arabia with $US 6.55M. Other countries included in the list of top buyers that may be seen as growing markets for Philippine products were Australia, Kuwait, China, and Italy.
The influx of buyers this year also led to a 17% increase in trade inquiries totaling 23,859. The verified total export sales for the show closed in at $US 92.24M.
The Best of the Islands
This edition of IFEX Philippines featured 501 exhibitors spread across 17 regions, including 60 foreign exhibitors.
The Zamboanga Peninsula Region, or Region IX, was the top performer in export sales, generating USD 9.5 million in sales while having only nine exhibitors. This region, located in the southernmost part of the Philippine archipelago, is known as the country's largest manufacturer of canned sardines and the capital of bottled sardines.
Surrounded by five of the Philippines’ richest fishing rounds, Region IX brought top-of-the-line fish and seafood products that appealed to international buyers. Moreover, the region’s performance is a great leap from the 2023 edition, surpassing other regions with significantly higher number of exhibitors.
Following closely was Northern Mindanao or Region X, with its vast agricultural land and rich natural resources, racking up $US 8.5 million in export sales. The products showcased by exhibitors from the region included fruits, vegetables, and beverages.
The top placement of the two regions only proves the positioning of Mindanao as a whole, as the country’s food basket.
Meanwhile, Region IVB or MIMAROPA (Mindoro, Marinduque, Romblon, and Palawan) also came in strong, generating total export sales of $US 5 million from products spanning beverages, food ingredients, condiments, and sweeteners.
As an entry point for food traders and manufacturers outside the country, IFEX Philippines 2024 has accommodated 60 international exhibitors, including from China, Hongkong, India, Malaysia, Myanmar, Spain, Thailand, UAE, USA, and Vietnam.
In terms of product category, majority of what was shown at IFEX Philippines were (1) beverages; (2) food ingredients, condiments, and sweeteners; and (3) cereals and cereal products.
East meets West
For two consecutive editions of IFEX Philippines, the United Arab Emirates has been the top importing country. The consistent position of the UAE, with export sales of $US 23.680 million sales in this edition, may be attributed to several factors.
The existing bilateral ties between UAE and the Philippines under the Comprehensive Economic Partnership Agreement (CEPA) have opened doors for Filipino entrepreneurs to expand the flow of goods and services exports to the UAE and the greater Gulf region. The CEPA aims to enhance investment flows, facilitate intra-trade movement, and create new opportunities for business communities in the two countries.
According to the UAE Ministry of Foreign Affairs website, the country ranked 17th among the Philippines’ trading partners worldwide, its 22nd largest export market, and its 16th largest import supplier in 2022.
The quality of Philippine food products and the growing number of enterprises with halal certifications have also been attracting more buyers from the country each year.
Moreover, out of the total population of UAE with majority of them expatriates, there are approximately 700,000 Filipino residents. According to Greatways Manpower International, Inc., this figure is 6.8% of the country’s population.
The presence of Filipinos in the country may also be contributing to the mainstreaming of Philippine food and ingredients, thus adding push to their demand. Lastly, the UAE is part of the MENA (Middle East and North Africa) region, which connects Asia, Europe and Africa, and functions as a crucial transshipment hub for importation and exportation of products.
Meanwhile, the US ranks second with $US 16.31M, or 18% of the total IFEX Philippines export sales.
The US and Philippines have a strong trade and investment relationship, according to the U.S. Department of State, with over $18.9 billion in goods and services traded in 2020. As recorded, the US is the Philippines’ third-largest trading partner and the country’s largest foreign investor. Thus, indicating a robust and growing trade connection.
Filipino Fare for the World
For Philippine food exporters to grow their current markets and cultivate new ones, they must be aware of various food export restrictions and regulations imposed by major importing countries to ensure smooth access to global markets.
For instance, the Sanitary and Phytosanitary Measures (SPS), introduced by the World Trade Organization (WTO) in 1995, are implemented by countries to protect human, animal, and plant life from food borne diseases and pests.
The European Union (EU) is known to enforce strict SPS regulations for food products such as meat, seafood, and fruits coming from other countries, requiring them to comply with Regulation (EC) No 882/2004, which is a control adhering to the feed and food law, animal health, and animal welfare rules of the region.
Similarly, the United States has been applying the Food Safety Modernization Act (FSMA) since 2011 to regulate food safety, requiring importers to follow sanitation and food handling practices.
Both the EU and the U.S. have specific regulations for products like seafood and fruits. Tuna and bananas from the Philippines, for example, need to meet strict Maximum Residue Levels (MRLs) for various chemicals, contaminants, pesticides, and veterinary drugs to avoid border rejection.
Food exporters from the Philippines must also navigate import changing quotas, tariffs, and labeling requirements. The U.S. particularly imposes specific tariffs and labeling regulations, including the Nutrition Labeling and Education Act (NLEA), which mandates nutritional and ingredient disclosures for most packaged foods. The EU has similar food labeling rules, requiring product details like allergens and country of origin to be displayed in the official language of the importing country. Furthermore, environmental sustainability regulations are becoming increasingly important, especially in the EU where laws on packaging and carbon emission standards apply to imported products.
Having the ability to adapt to the evolving landscape of the global food market coupled with continued support from the government, Philippine food exporters can sustain the momentum to meet the growing demand for food products made in the country. With the very telling numbers at the recent IFEX Philippines as well as the performance of Philippine food products in overseas trade fairs, international buyers can look forward to an exciting showing of Philippine food and flavors on all corners of the world in 2025.