Study Shows That Filipinos Prefer Fried Food

In a study conducted by sari-sari store tech startup, Packworks, frying food is one of the most common and preferred cooking methods in the country during the holiday season due to its affordability and convenience.

With comparison data taken from December 1 – 14 of 2021 and 2022, it showed that from all holiday season products, “sawsawan” or packaged sauce has the highest consumption rate, increasing by over 8%.

Coating mix or breading comes after at 7%, while cooking oil stayed in third place and had a 5% increase.

The study conducted by Packworks’ Sari IQ was done in collaboration with the sociocultural research firm, Fourth Wall, in order to measure customer behavior during the holidays.

Research Director of Fourth Wall, John Brylle L. Bae explained that “At a sociocultural level, Filipinos prefer fried foods because of its association to sawsawan and the culture it breeds. The sawsawan culture epitomizes the communal nature of eating for us, Filipinos – that is, eating is more than just consuming good food, but forging long-lasting connections with others.”

The study conducted cited Andre Orandain’s 2016 essay which describes Filipino food as communal and participative.  “It asks and implores one to touch the food, not only to consume but also to partake. To allow ourselves to connect with the things we eat on a deeper, more spiritual level. It asks us to treat food intimate. [Therefore] The sawsawan is one of the most important facets of this trait. It defines the very structure of Filipino culture. It shows us how we adapt, how we change, how we are hospitable, and how we love to please. It is many things all at once, but more importantly, it shows how much of a reflection food is.”

Source: Manila Bulletin