Household Care in the Philippines
Euromonitor International's Household Care in the Philippines market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 81 | Publication date: Jul 2007
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Household care continues to post modest growth
Household care in the Philippines continued with modest performance during the review period. Sales growth was weaker in 2006 than in the previous year. This decrease was mainly attributable to consumer preference for affordable products and for smaller pack sizes, in line with their increasing price consciousness and cutbacks across all fmcg products. Brand loyalty also lost its influence over consumer purchasing decisions, as low prices reigned supreme. The increasing cost of living combined with stagnant wages made consumers increasingly frugal and cautious about purchases. Consumers searched for the best value for money, and the wide choice of brands provided less impetus to remain brand loyal. In 2006, consumers were eager to try more affordable alternatives to popular premium products. This trend was obvious in products not considered as necessities.
Players target the masses for profit
Over the review period, manufacturers increased their efforts in targeting consumers from lower socio-economic groups to increase market shares and sales. This trend represented a broad shift in business strategy and consumption. Previously, most companies concentrated on serving the middle class and affluent consumers: they regarded the poorer, but undeniably larger, portion of the population as economically unviable. This thinking started to change, as an increasing number of companies realised they could profit from engaging the poor in business. Taken individually, the masses may not have much purchasing power; but by virtue of their large number, they represent a significant latent purchasing force that cannot be ignored.
Competition remains aggressive as players struggle to maintain shares
The competitive environment in household care remained aggressive during the review period, as multinationals and domestic players competed in a struggle for higher shares. Previously, multinationals relied on the popularity and quality of their brands to sell their products, while smaller players leveraged their lower prices as a major selling point. However, recent product developments made low-cost products almost comparable with foreign brands. To counter this, multinationals lowered their prices through smaller pack sizes while, at the same time, maintaining high profile advertising campaigns. Local manufacturers, on the other hand, promoted value for money, as well as improving their distribution. Multinationals continued to hold the upper hand, as they dominated almost every sector in household care in the Philippines. However, a few domestic companies slowly generated interest for their brands and are moving to increase their shares over the forecast period.
Smaller pack sizes and sari-sari stores become the focus of retail distribution
In order to attract the masses, multinationals utilised smaller pack sizes, popularly known as ‘econo-packs’, and streamlined their distribution in sari-sari stores. Smaller pack sizes make products seem more affordable and give the impression of saving money, while sari-sari stores remain the primary retail distribution format for the masses. On the other hand, domestic players continued to price their products competitively. They also utilised smaller pack sizes, as they continued to strengthen their brand equity. They improved their distribution in sari-sari stores, especially in provincial areas where they have traditionally garnered strong performance.
Slower future growth predicted as household care matures
Previously high performing sectors, such as laundry care, dishwashing products, surface care and chlorine bleach, are forecast to achieve slower performance than in the review period. This will be mainly due to the maturing household care market. Inflation, sluggish economic performance, higher costs of living and the continued consumer preference for affordable products are also expected to contribute to the decline. In terms of market shares, the gap between domestic players and multinationals is predicted to slowly decrease as local manufacturers step up their efforts in garnering increased shares. Domestic players are also expected to boost their performance and strengthen brand equity through exports to other Asian countries.
Table of contents
HOUSEHOLD CARE IN THE PHILIPPINES : MARKET INSIGHT
EXECUTIVE SUMMARY
Household care continues to post modest growth
Players target the masses for profit
Competition remains aggressive as players struggle to maintain shares
Smaller pack sizes and sari-sari stores become the focus of retail distribution
Slower future growth predicted as household care matures
KEY TRENDS AND DEVELOPMENTS
Hectic lifestyles and convenience drive growth and product development
Sluggish economy and higher costs of living cause slower value growth
Influence of sari-sari stores on growth and trends remains strong
Smaller pack sizes and fragrance driven innovations observed across all sectors
Use of washing machines continues to rise; dishwashers still unavailable
MARKET INDICATORS
Table 1 Households 2001-2006
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2001-2006
Table 3 Sales of Household Care by Sector: % Value Growth 2001-2006
Table 4 Household Care Company Shares 2002-2006
Table 5 Household Care Brand Shares 2003-2006
Table 6 Penetration of Private Label by Sector 2002-2006
Table 7 Sales of Household Care by Distribution Format: % Analysis 2001/2006
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2006
Table 9 Forecast Sales of Household Care by Sector: Value 2006-2011
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2006-2011
DEFINITIONS
LOCAL COMPANY PROFILES - PHILIPPINES
ACS MANUFACTURING CORP - HOUSEHOLD CARE - PHILIPPINES
STRATEGIC DIRECTION
KEY FACTS
Summary 1 ACS Manufacturing Corp: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 2 ACS Manufacturing Corp: Competitive Position 2006
GREEN CROSS INC - HOUSEHOLD CARE - PHILIPPINES
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Green Cross Inc: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Green Cross Inc: Competitive Position 2006
LAMOIYAN CORP - HOUSEHOLD CARE - PHILIPPINES
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Lamoiyan Corp: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 6 Lamoiyan Corp: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 7 Lamoiyan Corp: Competitive Position 2006
PHILUSA CORP - HOUSEHOLD CARE - PHILIPPINES
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Philusa Corp: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Philusa Corp: Competitive Position 2006
WINGS CORP - HOUSEHOLD CARE - PHILIPPINES
STRATEGIC DIRECTION
KEY FACTS
Summary 10 DSS Product Makers Inc/Wings Corp: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 DSS Product Makers Inc/Wings Corp: Competitive Position 2006
LAUNDRY CARE IN THE PHILIPPINES
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2001-2006
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2001-2006
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2001-2006
Table 14 Sales of Laundry Detergents by Type: Value 2001-2006
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2001-2006
Table 16 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2006
Table 17 Sales of Laundry Aids by Type: Value 2001-2006
Table 18 Sales of Laundry Aids by Type: % Value Growth 2001-2006
Table 19 Laundry Care Company Shares 2002-2006
Table 20 Laundry Care Brand Shares 2003-2006
Table 21 Laundry Detergents Company Shares 2002-2006
Table 22 Laundry Detergents Brand Shares 2003-2006
Table 23 Laundry Aids Company Shares 2002-2006
Table 24 Laundry Aids Brand Shares 2003-2006
Table 25 Forecast Sales of Laundry Care by Subsector: Value 2006-2011
Table 26 Forecast Sales of Laundry Care by Subsector: % Value Growth 2006-2011
DISHWASHING PRODUCTS IN THE PHILIPPINES
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 27 Household Penetration of Dishwashers 2001-2006
Table 28 Sales of Dishwashing Products by Subsector: Value 2001-2006
Table 29 Sales of Dishwashing Products by Subsector: % Value Growth 2001-2006
Table 30 Dishwashing Products Company Shares 2002-2006
Table 31 Dishwashing Products Brand Shares 2003-2006
Table 32 Forecast Sales of Dishwashing Products by Subsector: Value 2006-2011
Table 33 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2006-2011
SURFACE CARE IN THE PHILIPPINES
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 34 Sales of Surface Care by Subsector: Value 2001-2006
Table 35 Sales of Surface Care by Subsector: % Value Growth 2001-2006
Table 36 Surface Care Company Shares 2002-2006
Table 37 Surface Care Brand Shares 2003-2006
Table 38 Forecast Sales of Surface Care by Subsector: Value 2006-2011
Table 39 Forecast Sales of Surface Care by Subsector: % Value Growth 2006-2011
CHLORINE BLEACH IN THE PHILIPPINES
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
Table 40 Sales of Chlorine Bleach: Value 2001-2006
Table 41 Sales of Chlorine Bleach: % Value Growth 2001-2006
Table 42 Chlorine Bleach Company Shares 2002-2006
Table 43 Chlorine Bleach Brand Shares 2003-2006
Table 44 Forecast Sales of Chlorine Bleach: Value 2006-2011
Table 45 Forecast Sales of Chlorine Bleach: % Value Growth 2006-2011
TOILET CARE PRODUCTS IN THE PHILIPPINES
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
Table 46 Sales of Toilet Care Products by Subsector: Value 2001-2006
Table 47 Sales of Toilet Care Products by Subsector: % Value Growth 2001-2006
Table 48 Toilet Care Products Company Shares 2002-2006
Table 49 Toilet Care Products Brand Shares 2003-2006
Table 50 Forecast Sales of Toilet Care Products by Subsector: Value 2006-2011
Table 51 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2006-2011
POLISHES IN THE PHILIPPINES
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
Table 52 Sales of Polishes by Subsector: Value 2001-2006
Table 53 Sales of Polishes by Subsector: % Value Growth 2001-2006
Table 54 Polishes Company Shares 2002-2006
Table 55 Polishes Brand Shares 2003-2006
Table 56 Forecast Sales of Polishes by Subsector: Value 2006-2011
Table 57 Forecast Sales of Polishes by Subsector: % Value Growth 2006-2011
AIR CARE IN THE PHILIPPINES
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 58 Sales of Air Care by Subsector: Value 2001-2006
Table 59 Sales of Air Care by Subsector: % Value Growth 2001-2006
Table 60 Leading Fragrances for Air Care 2006
Table 61 Air Care Company Shares 2002-2006
Table 62 Air Care Brand Shares 2003-2006
Table 63 Forecast Sales of Air Care by Subsector: Value 2006-2011
Table 64 Forecast Sales of Air Care by Subsector: % Value Growth 2006-2011
INSECTICIDES IN THE PHILIPPINES
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
Table 65 Sales of Insecticides by Subsector: Value 2001-2006
Table 66 Sales of Insecticides by Subsector: % Value Growth 2001-2006
Table 67 Insecticides Company Shares 2002-2006
Table 68 Insecticides Brand Shares 2003-2006
Table 69 Forecast Sales of Insecticides by Subsector: Value 2006-2011
Table 70 Forecast Sales of Insecticides by Subsector: % Value Growth 2006-2011