MANILA - Unilever Philippines chairman and CEO Benjie Yap knew nearly two decades ago that the company was on the cusp of a consumer shift and he needed to capitalize on it.

Yap, who was with the company's marketing division at that time, helped refocus efforts to manufacturing Surf in powder form instead of bars as more working women sought faster and easier ways to do their laundry.

"It was a defining moment for us," Unilever's first Filipino CEO in three decades told ANC's The Boss.

Moving away from decades of running "bareta" or bar factories was "not easy," Yap said in his first interview since assuming his new post.

"We had to shift our mindset from what was important now to what will be important in the future," he said.

The father of two said riding the jeepney to work in Divisoria helped him relate more to Unilever consumers. "I can connect very well with people with simple lifestyles which is the majority of Filipinos," he said.

He takes over at time when spending habits change with a large young population and a booming economy.

Consumers, especially the millennials, are spending more on experiences, driving demand for travel, gadgets and mobile data, he said.

"These trends that are happening in the market, we are very watchful of to make sure we can ride the wave and take opportunities as they come," he said.

Yap said he made sure Selecta ice cream is available in tourist spots while its shampoo brands are updated with summer campaigns.