Why? Were you expecting another 5 or more goals jst because you beat the team 5-0 once?

There's a different engine for friendly games. It is probably to keep games among friends from different levels competitive and fun.

You can see this from the amount of condition lost by the player. So really, friendlies are of no significance (as in real football). It helps you get packs and good in a sense that you probably wont get too much injuries playing friendlies compared to previous versions.