TILAPIA MARKET TREND AND PROSPECTS

Similar to other provinces, tilapia is considered an important and common source of protein for
residents in Oriental Mindoro. The fast-growing characteristics and relatively low selling price of
this widely cultivated fish make it available in most retail and wholesale markets in the province.
Moreover, the mild flavor and firm texture of tilapia make it suitable for a variety of culinary
dishes, and a highly preferred choice for consumers across all economic brackets. The Food
and Agriculture Organization (2021) reported that tilapia is the most consumed farmed fish in
the Philippines, accounting for 12% of the animal protein intake of Filipinos.
The marketing of tilapia is relatively simple. Wholesalers/assemblers buy tilapia in bulk or
“pakyaw” from farm sites, and then transport the produce to different marketing channels within
the community or to nearby towns. Certain mark-up prices are imposed by intermediaries on a
per kilogram basis before tilapia reaches its final retailer. In some cases, small-scale backyard
growers directly sell to retailers or consumers, usually their neighbors, to prevent additional
transaction costs.
As seen in Table (prices), price of tilapia rarely experiences fluctuations due to the balanced
supply and demand dynamics. However, certain events paired with socio-economic and
environmental factors can lead negatively affect the price and demand of tilapia.
For instance, the Taal Volcano eruption in January 2020 adversely affected the aquaculture
industry in Batangas and neighboring islands, including Oriental Mindoro. Thick blankets of
ashfall significantly damaged fishing boats, gears (traps and gillnets) and houses of fishermen
along the coastal lines, resulting in a disrupted supply chain and a reduced availability of fish in
local markets. Just a week after the eruption, the Department of Agriculture (2020) reported a
5% increase in tilapia prices which was soon negated by multiple “unsafe” claims resulting in
low demand for fish.
Aside from the Taal Volcano eruption, the COVID-19 pandemic also hampered the aquaculture
industry in the Philippines. The nationwide lockdown brought border restrictions and travel limits
which greatly reduced farming operations and availability of fish in local markets. Meanwhile,
the shutting down of businesses in the manufacturing and services sectors led to layoffs and
unemployment which drastically affected the purchasing power of poor to middle-class
households. Consequently, the switch in consumer preferences towards frozen and non-
perishable goods led to much lower demand for fish like tilapia, and lower selling prices.

Issues in marketing
Prospects (tilapia fillet)
The marketing segment of tilapia in the Philippines faces several significant
challenges that impact both producers and consumers alike. One primary
concern revolves around market saturation and stiff competition. Tilapia is one
of the most commonly farmed fish in the country, leading to an oversupply in
the market at times. This oversupply can drive prices down, affecting the
profitability of tilapia farmers and discouraging further investment in the
sector.

Moreover, the lack of proper marketing strategies and infrastructure poses a

hurdle in reaching wider consumer markets, both domestically and
internationally. While there is a consistent demand for tilapia, especially within
local markets, there's a need for more sophisticated marketing techniques to
differentiate Philippine tilapia from competitors and to tap into higher-value
markets.

Quality control issues also plague the marketing segment of tilapia in the
Philippines. Inconsistent quality standards across different producers and
regions can undermine consumer confidence in the product. Additionally,
concerns about food safety and environmental sustainability further
compound these challenges. Without robust quality control measures in place,
it becomes difficult to maintain a positive brand image for Philippine tilapia
both at home and abroad.

Another issue is the limited value-added products available in the market.

While fresh and frozen tilapia are commonly sold, there's a lack of diversified
product offerings such as value-added products like tilapia fillets, smoked
tilapia, or tilapia-based snacks. Developing such products could open up new
market opportunities and increase the profitability of the tilapia industry.

Furthermore, the reliance on traditional distribution channels and the lack of

innovation in marketing approaches hinder the growth potential of the tilapia
sector. Embracing digital marketing strategies, improving packaging and
labeling, and exploring alternative distribution channels could help expand the
reach of Philippine tilapia products to a broader audience.
Overall, addressing these issues in the marketing segment of tilapia in the
Philippines requires collaborative efforts from government agencies, industry
stakeholders, and market players to improve competitiveness, ensure product
quality, and explore new market opportunities both domestically and
internationally.

The marketing of tilapia is relatively simple. Wholesalers/assemblers buy tilapia in bulk or

“pakyaw” from farm sites, and then transport the produce to different marketing channels within
the community or to nearby towns. Certain mark-up prices are imposed by these intermediaries
on a per kilogram basis before tilapia reaches its final retailer. In some cases, small-scale
backyard growers directly sell to retailers or consumers to prevent additional transaction costs.
Overall, the price of tilapia exhibits stability due to its balanced supply and demand dynamics.
However, fluctuations can also occur on the onset of certain events paired with socio-economic
and environmental factors. For instance, the Taal Volcano eruption in January 2020 adversely
affected the aquaculture industry in Batangas and neighboring islands, including Oriental
Mindoro. Thick blankets of ashfall significantly damaged fishing boats, gears (traps and gillnets)
and houses of fishermen along the coastal lines, resulting in a disrupted supply chain and a
reduced availability of fish in local markets. Just a week after the eruption, the Department of
Agriculture (2020) reported a 5% increase in tilapia prices which was soon negated by multiple
“unsafe” claims resulting in low demand for fish. It was noted however in Table (prices) that
there were no significant changes in the price of tilapia in Oriental Mindoro because most of the
supply comes from inland waters.
Aside from the Taal Volcano eruption, the COVID-19 pandemic also hampered the aquaculture
industry in the Philippines. The nationwide lockdown brought border restrictions and travel limits
which greatly reduced farming operations and availability of fish in local markets. Meanwhile,
the shutting down of businesses in the manufacturing and services sectors led to layoffs and
unemployment which drastically affected the purchasing power of poor to middle-class
households. Consequently, the switch in consumer preferences towards frozen and non-
perishable goods led to much lower demand for fish like tilapia, and lower selling prices.
Fortunately, the tilapia industry in Oriental Mindoro has shown resiliency in the aftermath of the
pandemic. As listed in Table (), tilapia production increased from 185.19 MT in 2020 to 295.97
MT in 2022. Moreover, consistent demand for tilapia led to stable retail prices ranging from
P165.00 to P180.00 as of writing.
Most, if not all, of the tilapia produced in the province is sold domestically.
San napupunta ang tilapia sa oriental Mindoro, ways para maexpand or mapromote ang market.
Tilapia has also experienced an increase in global demand during the past 5 years particularly
in North America and the European Union.
Global demand for tilapia has been observed during the past 5 years particularly in North
America and the European Union.

Consequently, there was reduced fish consumption and a switch in consumer preference
towards frozen and non-perishable goods. As shown Table prices, average retail price of tilapia
in 2020 was relatively in July to Novembe
As seen in Table prices, price of tilapia in 2020 was relatively lower between June to November
Aside from the Taal Volcano eruption, the COVID-19 pandemic also hampered the aquaculture
industry in Oriental Mindoro. The nationwide lockdowns brought travel
Aside from the Taal Volcano eruption, the COVID-19 pandemic also hampered the aquaculture
industry in Oriental Mindoro. The
Aside from the Taal Volcano eruption, the COVID-19 pandemic also hampered the market
dynamics of tilapia in Oriental Mindoro. Strict border restrictions and travel limits brought by the
nationwide lockdown led to reduced farming operations and trading

There was reduced availability of fish in local markets and tilapia saw a 5% increase in price just
a week after the eruption.
The fear of fishing in open waters reduced the availability of fish in some markets, and tilapia
prices saw a 5% increase just a week after the disaster.
Moreover, the fear of fishing in open waters reduced the availability of tilapia in some markets
and there was an overall low demand for fish due to “unsafe” claims. The Department of
Agriculture (2020) reported a 5% increase in average retail prices of tilapia a week after Taal
Volcano’s eruption
Overall, the price of tilapia exhibits stability due to its balanced supply and demand dynamics.
However, fluctuations can also occur on the onset of certain events paired with socio-economic
and environmental factors.
Overall, the price of tilapia exhibits stability due to its balanced supply and demand dynamics.
However, fluctuations can also occur on the onset of certain events paired with socio-economic
and environmental factors. For instance, the Taal Volcano eruption in January 2020 adversely
affected the aquaculture industry in Batangas and neighboring islands, including Oriental
Mindoro. Thick blankets of ashfall resulted in damaged fishing boats, gears and houses
For instance, the Taal Volcano eruption in January 2020 adversely affected the aquaculture
industry in Batangas and neighboring islands, including Oriental Mindoro.

Overall, the price of tilapia exhibits stability due to its balanced supply and demand dynamics.
However, fluctuations can also be expected on the onset of certain events paired with socio-
economic and environmental factors.

Marketing serves as the bridge between producers and consumers, and influences the
consumption of a commodity. Traditionally, wholesalers/assemblers buy tilapia in bulk or
“pakyaw” from farm sites, and then transport the produce to different marketing channels within
the community or to nearby towns. Certain mark-up prices are imposed by intermediaries on a
per kilogram basis before tilapia reaches its final retailer. In some cases, small-scale backyard
growers directly sell to retailers or to their neighbors to prevent additional transaction costs.
Overall, the price of tilapia exhibits stability due to its balanced supply and demand dynamics.
However, fluctuations can be expected on the onset of certain socio-economic and
environmental factors.
Overall, the price of tilapia exhibits stability due to its balanced supply and demand dynamics.
However, fluctuations are also observed

Overall, the price of tilapia rarely experiences fluctuations due to the consistent supply and
demand dynamics.
Overall, the price of tilapia exhibits stability due to consistent supply and demand dynamics.
Overall, the price of tilapia is stable and rarely experiences fluctuations.
The marketing aspect of tilapia is relatively simple. Wholesalers/assemblers buy tilapia in bulk
or “pakyaw” from farm sites, and then transport the produce to different
The marketing aspect of tilapia is relatively simple. Wholesalers/assemblers buy tilapia in bulk of
“pakyaw” from farm sites, and then transport the produce to different marketing channels within
the community or to nearby towns. Certain mark-up prices are imposed by intermediaries on a
per kilogram basis before tilapia reaches its final retailer. In some cases, small-scale backyard
growers directly sell to retailers or neighbors to prevent additional transaction costs.
Currently, the price of tilapia ranges from P150.00 to P180.00
The marketing of tilapia is relatively simple. Wholesalers/assemblers buy tilapia in bulk or
“pakyaw” from farm sites, and then transport the produce to different marketing channels within
the community or to nearby towns. Certain mark-up prices are imposed by these intermediaries
on a per kilogram basis before tilapia reaches its final retailer. In some cases, small-scale
backyard growers directly sell to retailers or consumers to prevent additional transaction costs.
Price trend of tilapia, rarely affected by supply since the commodity is available all year-round.
Affected by demand, recently oil spill affected the coastal areas of the province, drastically
reducing the demand for marine species, but since then tilapia has experienced steady growth
in demand, and an increase in demand today with the presence of African swine flu, resulting in
majority of the local population to abstain from consumption of pork and turn to other protein
sources such as fish.
Traditionally, tilapia is sold as live or fresh with an average size of 4-5 pieces per kilogram.
Prospects

The marketing of tilapia is relatively simple. Wholesalers/assemblers buy tilapia in bulk or

“pakyaw” from growers at a predetermined

According to the Food and Agriculture Organization (2021), tilapia is the most consumed farmed
fish in the Philippines and accounts for 12% of the animal protein intake of Filipinos.

Similar to other provinces, tilapia is considered an important and common source of protein for
consumers in Oriental Mindoro. The demand is mainly driven by its firm texture and mild flavor
making it suitable for various dishes from grilling and frying to baking and steaming.
Similar to other provinces, tilapia is considered an important and common source of protein for
consumers in Oriental Mindoro. The demand for this widely cultivated fish is mainly driven by its
versatility in cooking, mild flavor profile and relatively low selling price. The Food and Agriculture
Organization (2021) reports that tilapia is the most consumed farmed fish in the Philippines and
accounts for 12% of the animal protein intake of all Filipinos. As a result,
Similar to other provinces, tilapia is considered an important and common source of protein for
consumers in Oriental Mindoro. Due to its fast-growing characteristics and relatively low selling
price, tilapia is widely available in retail and wholesale markets in the province.
Tilapia, similar to bangus, is highly “abundant” in retail and wholesale markets in Oriental
Mindoro. This widely cultivated fish is traditionally transported directly from the farms by
wholesalers, and distributed to various resellers within the community and to nearby towns in
live and fresh forms. According to the Food and Agriculture Organization (2021), tilapia is the
most consumed farmed fish in the country and accounts for 12% of the animal protein intake of
all Filipinos. The demand is mainly driven by its fast-growing characteristics and relatively low
selling price, making it an important and common source of protein for most consumers.

Traditionally, wholesalers/consolidators buy tilapia in “pakyaw” or bulk, and transport the

produce to various distributors and retailers within the community or to nearby towns. Tilapia is
mostly sold as live and fresh, and in some cases frozen. The Food and Agriculture Organization
(2021) reported that tilapia is the most consumed farmed fish in the country and accounts for
12% of the animal protein intake of all Filipinos. The demand for this widely cultivated fish is
mainly driven by its fast-growing characteristics and relatively low selling price, making it an
important and common source of protein for most consumers.

The demand for this widely cultivated fish is mainly driven by its fast-growing characteristics and
relatively low selling price, making it an important and common source of protein among
consumers. The Food and Agriculture Organization (2021) reported that tilapia is the most
consumed farmed fish in the country and accounts for 12% of the animal protein intake of all
Filipinos.

Tilapia, similar to bangus, is highly “abundant” in retail and wholesale markets in Oriental
Mindoro. Traditionally, wholesalers/consolidators buy tilapia in “pakyaw” or bulk from their
contracted tilapia growers, where they also facilitate the harvesting and hauling of the produce
from the farm. These intermediaries are responsible for distributing the fish within the
community or to nearby towns, and resell it
The demand for this widely cultivated fish is mainly driven by its fast-growing characteristics
and relatively low selling price, making it an important and common source of protein among
consumers. The Food and Agriculture Organization (2021) reported that tilapia is the most
consumed farmed fish in the country and accounts for 12% of the animal protein intake of all
Filipinos.

The traditional marketing of tilapia in Oriental Mindoro is relatively simple.

Similar to other provinces, Oriental Mindoro has to develop markets for tilapia, which is a widely
cultivated fish and an important source of protein.
The traditional marketing of tilapia in Oriental Mindoro is relatively simple.
Wholesalers/assemblers usually haul the harvested tilapia directly from the farms. These
wholesalers /assemblers buy the tilapia in “pakyaw”, wherein they finance and facilitate the
harvesting operations of their contracted tilapia producer.
The traditional marketing of tilapia in Oriental Mindoro is relatively simple.
Wholesalers/assemblers usually buy tilapia in “pakyaw” or bulk from their contracted tilapia
growers. These traders then transport the produce to different marketing channels within the
community or to nearby towns, and then resell to various distributors and retailers.
The traditional marketing of tilapia in Oriental Mindoro is relatively simple.
Wholesalers/assemblers usually buy tilapia in “pakyaw” or bulk from their contracted tilapia
farmers. These traders also finance and facilitate the harvesting operations of tilapia, before
hauling the produce to various marketing channels within the community or to nearby towns.
Distributors and retailers acquire tilapia

The traditional marketing of tilapia in Oriental Mindoro is relatively simple.

Wholesalers/assemblers usually buy tilapia directly from supply areas in a contract basis before
transporting
The traditional marketing of tilapia in Oriental Mindoro is relatively simple.
Wholesalers/assemblers usually buy tilapia in “pakyaw” or bulk from their contracted tilapia
farmers. These traders also finance and facilitate the harvesting operations, before hauling the
produce to various marketing channels within the community or to nearby towns. Wholesalers
usually impose margins before the fish reach the next intermediary.
The traditional marketing of tilapia in Oriental Mindoro is relatively simple.
Farmed tilapia is usually sold a live and fresh, and in some instances, chilled or frozen.
The traditional marketing of tilapia in Oriental Mindoro is relatively simple.
Once sold, distributors and retailers
The traditional marketing of tilapia in Oriental Mindoro is relatively simple.
Wholesalers/assemblers usually buy tilapia in “pakyaw” or bulk from their contracted tilapia
farmers. These traders also finance and facilitate the harvesting operations, before hauling the
produce to various marketing channels within the community or to nearby towns. Distributors
and retailers acquire
 In most instances, they even facilitate and finance the harvesting operations and transport them
to various marketing channels. These whole

Intermediaries often facilitate trading between tilapia growers and retailers

The market structure of tilapia in Oriental Mindoro is relatively simple.

The market structure of tilapia in Oriental Mindoro is relatively simple. Wholesalers-assemblers
haul fresh live tilapia from sites and distribute it to various marketing outlets within the
community or to nearby municipalities.

Tilapia is traditionally sold as live and fresh, and in some instances, chilled or frozen.
The marketing segment of tilapia in Oriental Mindoro is relatively underdeveloped and
comprises of multiple players along the supply chain. Traditionally, tilapia is sold as live and
fresh, and in rare instances, chill or frozen. Wholesalers/assemblers buy tilapia in “pakyaw” or
bulk from their contracted supply areas, before transporting them
The marketing segment of tilapia in Oriental Mindoro is relatively underdeveloped due to the
limited marketing intelligence of different players along the supply chain. Traditionally, tilapia is
sold as live and fresh, and in rare instances, chilled or frozen. Wholesalers/assemblers acquire
tilapia in “pakyaw” or bulk directly from their contracted tilapia grower, before transporting the
produce to marketing channels to nearby towns or municipalities. These assemblers impose
margins on a per kilogram basis before it reaches the next intermediary.