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: 87 | Publication date: Jul 2009
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 remains vibrant despite economic slowdown
The household care market in the Philippines still recorded positive current value growth in the face of tighter economic conditions in 2008. This healthy performance was buoyed by strong consumer demand for dishwashing products, multi-purpose cleaners and laundry care products, which gained importance in Filipino homes. The growth in these product categories can also be attributed to the successful efforts of manufacturers in terms of penetrating the lower income segments through more competitive pricing and wider distribution networks.
Manufacturers focus on sustaining volume growth
During the review period, industry players’ strategies were geared towards sustaining volume consumption. As the Philippine economy experienced very high inflation and the first blows of the global financial crisis in 2008, consumers were careful in their purchases of household care products, as they allocated their budgets to cover rises in the prices of food, transportation and other basic necessities. Thus, companies were keen to modify pack sizes, launch promotions, bundle, and give discounts in order to encourage purchases from consumers.
Procter & Gamble Philippines Inc dominates
Notwithstanding the ascent of Unilever Philippines Inc’s brand Surf in laundry care and dishwashing, Procter & Gamble Philippines Inc maintained its dominance in household care. This market leadership was maintained by its aggressive advertising campaigns in order to promote its discounts, bundling and innovative strategies. The company also continued to capitalise on the strong brand equity of Tide and Ariel amongst the middle and upper income segments.
Sari-sari stores becomes a more important distribution channel
As manufacturers continued to launch strategies to penetrate the lower income segment, sari-sari stores emerged as a more important channel in the distribution of household care products. Typically found only in large supermarkets, dishwashing products, fabric softeners, colour safe laundry bleach, shoe polish, spray/aerosol insecticides and multi-purpose cleaners could now be purchased in these smaller retailers.
Household care is affected as the economy slowdown is felt by consumers
The effects of the global financial crisis, which resulted in the slowdown of the economy in the Philippines, are projected to be felt more strongly by Filipino consumers during the forecast period, which would be detrimental to household care volume sales. It should be noted that the performance of household care in the Philippines is strongly tied to economic development and the level of consumers’ disposable incomes. With the expected higher rate of unemployment, the pessimistic private sector and lower remittances from abroad, Filipinos are expected to suffer from lower disposable incomes, which will discourage expenditure on unnecessary household care products. Nonetheless, with smaller products becoming prominent in the forecast period, constant value sales are still expected to be growing faster especially economy recovery is expected in the mid term of forecast period.
Table of contents
HOUSEHOLD CARE IN THE PHILIPPINES : MARKET INSIGHT
EXECUTIVE SUMMARY
Household care remains vibrant despite economic slowdown
Manufacturers focus on sustaining volume growth
Procter & Gamble Philippines Inc dominates
Sari-sari stores becomes a more important distribution channel
Household care is affected as the economy slowdown is felt by consumers
KEY TRENDS AND DEVELOPMENTS
Modification of pack size becomes a key strategy in sustaining volume growth
Affordable pricing remains key for consumers
Hybrid products become more prevalent
Multinationals maintain hegemony in household care
Sari-sari stores becomes a more prominent distribution channel
MARKET INDICATORS
Table 1 Households 2003-2008
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2003-2008
Table 3 Sales of Household Care by Sector: % Value Growth 2003-2008
Table 4 Household Care Company Shares 2004-2008
Table 5 Household Care Brand Shares 2005-2008
Table 6 Penetration of Private Label by Sector 2003-2008
Table 7 Sales of Household Care by Distribution Format: % Analysis 2003-2008
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2008
Table 9 Forecast Sales of Household Care by Sector: Value 2008-2013
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - PHILIPPINES
ACS MANUFACTURING CORP - HOUSEHOLD CARE - PHILIPPINES
STRATEGIC DIRECTION
KEY FACTS
Summary 2 ACS Manufacturing Corp: Key Facts
Summary 3 ACS Manufacturing Corp: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 ACS Manufacturing Corp: Competitive Position 2008
GREEN CROSS INC - HOUSEHOLD CARE - PHILIPPINES
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Green Cross Inc: Key Facts
Summary 6 Green Cross Inc: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Green Cross Inc: Competitive Position 2008
LAMOIYAN CORP - HOUSEHOLD CARE - PHILIPPINES
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Lamoiyan Corp: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Lamoiyan Corp: Competitive Position 2008
PEERLESS PRODUCTS MANUFACTURING CORP - HOUSEHOLD CARE - PHILIPPINES
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Peerless Products Manufacturing Corp: Key Facts
Summary 11 Peerless Products Manufacturing Corp: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Peerless Products Manufacturing Corp: Competitive Position 2008
WELLMADE MANUFACTURING CORP - HOUSEHOLD CARE - PHILIPPINES
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Wellmade Manufacturing Corp: Key Facts
Summary 14 Wellmade Manufacturing Corp: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 Wellmade Manufacturing Corp: Competitive Position 2008
LAUNDRY CARE IN THE PHILIPPINES
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2003-2008
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2003-2008
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2003-2008
Table 14 Sales of Laundry Detergents by Type: Value 2003-2008
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2003-2008
Table 16 Sales of Laundry Aids by Type: Value 2003-2008
Table 17 Sales of Laundry Aids by Type: % Value Growth 2003-2008
Table 18 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2008
Table 19 Laundry Care Company Shares 2004-2008
Table 20 Laundry Care Brand Shares 2005-2008
Table 21 Laundry Detergents Company Shares 2004-2008
Table 22 Laundry Detergents Brand Shares 2005-2008
Table 23 Laundry Aids Company Shares 2004-2008
Table 24 Laundry Aids Brand Shares 2005-2008
Table 25 Forecast Sales of Laundry Care by Subsector: Value 2008-2013
Table 26 Forecast Sales of Laundry Care by Subsector: % Value Growth 2008-2013
DISHWASHING PRODUCTS IN THE PHILIPPINES
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 27 Household Penetration of Dishwashers 2003-2008
Table 28 Sales of Dishwashing Products by Subsector: Value 2003-2008
Table 29 Sales of Dishwashing Products by Subsector: % Value Growth 2003-2008
Table 30 Dishwashing Products Company Shares 2004-2008
Table 31 Dishwashing Products Brand Shares 2005-2008
Table 32 Forecast Sales of Dishwashing Products by Subsector: Value 2008-2013
Table 33 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2008-2013
SURFACE CARE IN THE PHILIPPINES
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 34 Sales of Surface Care by Subsector: Value 2003-2008
Table 35 Sales of Surface Care by Subsector: % Value Growth 2003-2008
Table 36 Surface Care Company Shares 2004-2008
Table 37 Surface Care Brand Shares 2005-2008
Table 38 Forecast Sales of Surface Care by Subsector: Value 2008-2013
Table 39 Forecast Sales of Surface Care by Subsector: % Value Growth 2008-2013
CHLORINE BLEACH IN THE PHILIPPINES
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 40 Chlorine Bleach by type: % value analysis 2005 - 2008
Table 41 Sales of Chlorine Bleach: Value 2003-2008
Table 42 Sales of Chlorine Bleach: % Value Growth 2003-2008
Table 43 Chlorine Bleach Company Shares 2004-2008
Table 44 Chlorine Bleach Brand Shares 2005-2008
Table 45 Forecast Sales of Chlorine Bleach: Value 2008-2013
Table 46 Forecast Sales of Chlorine Bleach: % Value Growth 2008-2013
TOILET CARE PRODUCTS IN THE PHILIPPINES
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 47 Sales of Toilet Care Products by Subsector: Value 2003-2008
Table 48 Sales of Toilet Care Products by Subsector: % Value Growth 2003-2008
Table 49 Toilet Care Products Company Shares 2004-2008
Table 50 Toilet Care Products Brand Shares 2005-2008
Table 51 Forecast Sales of Toilet Care Products by Subsector: Value 2008-2013
Table 52 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2008-2013
POLISHES IN THE PHILIPPINES
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 53 Sales of Polishes by Subsector: Value 2003-2008
Table 54 Sales of Polishes by Subsector: % Value Growth 2003-2008
Table 55 Polishes Company Shares 2004-2008
Table 56 Polishes Brand Shares 2005-2008
Table 57 Forecast Sales of Polishes by Subsector: Value 2008-2013
Table 58 Forecast Sales of Polishes by Subsector: % Value Growth 2008-2013
AIR CARE IN THE PHILIPPINES
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 59 Sales of Air Care by Subsector: Value 2003-2008
Table 60 Sales of Air Care by Subsector: % Value Growth 2003-2008
Table 61 Air Care Fragrances Rankings by Value 2006-2008
Table 62 Air Care Company Shares 2004-2008
Table 63 Air Care Brand Shares 2005-2008
Table 64 Forecast Sales of Air Care by Subsector: Value 2008-2013
Table 65 Forecast Sales of Air Care by Subsector: % Value Growth 2008-2013
INSECTICIDES IN THE PHILIPPINES
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 66 Sales of Insecticides by Subsector: Value 2003-2008
Table 67 Sales of Insecticides by Subsector: % Value Growth 2003-2008
Table 68 Spray Insecticides by Type: % Value Breakdown 2006-2008
Table 69 Insecticides Company Shares 2004-2008
Table 70 Insecticides Brand Shares 2005-2008
Table 71 Forecast Sales of Insecticides by Subsector: Value 2008-2013
Table 72 Forecast Sales of Insecticides by Subsector: % Value Growth 2008-2013