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: 90 | Publication date: Sep 2008
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 maintains healthy growth in 2007
Supported by the economic development in the country, the Philippine household care market reported slightly stronger value growth in 2007. Volume growth remained healthy for various key products; however an additional factor boosting value growth was improved average unit prices. Through the creation of hybrid or more powerful products which are marketed as better alternatives because of their higher efficacy and better cleaning power, average prices were pushed up. Other product innovations pushing up prices included products that are gentler on the skin as well as products offering more convenience in cleaning rituals.
Industry players further penetrate low-income groups
The household care industry in Philippines is already quite established with a large consumer base of middle- and upper-income consumers. Lower income groups are still largely untapped, especially those living in rural and provincial areas. As such, industry players continued to focus on penetrating these consumers to broaden the consumer base. With this intent, household care companies had to renew their commitment by producing smaller size packages which can be carried by sari-sari stores. During 2007, the trend of going after lower-income groups by packaging household care products like dishwashing products, laundry care, insecticides, toilet care, and polishes into sachets was widespread.
Procter & Gamble strengthens lead over Unilever
Household care in the Philippines is strongly dominated by multinational companies, which occupy the top six spots in terms of value shares as of 2007. Top player Procter & Gamble Philippines managed not only to retain its lead over its closest rival Unilever in 2007, but also extended the lead from 2006. Unilever’s top brand, Surf detergent, lost value share in 2007 to Proctor & Gamble’s Tide. Proctor & Gamble’s Ariel brand also improved its value share considerably after successful re-launches and reformulations. Improvement of product quality and the introduction of new features became significant aspects in 2007, as shown by Ariel’s success.
Dishwashing products clocks another stellar performance
Dishwashing products was still in the development stage in the Philippines up to 2007, with more consumers switching from using laundry care products such as bar detergents to wash their dishes, to using specific hand dishwashing products. With this active switching and increasing product awareness, dishwashing products managed to clock another year of double-digit value growth in 2007. Smaller pack sizes have been the theme of dishwashing products’ performance in 2007, with manufacturers pushing for consumer base expansion through these more affordable pack sizes.
Stable performance expected of household care over forecast period
Household care market will continue to be driven by multinationals, which will keep seeking an untapped consumer base and push for more frequent consumption of their products from existing consumers. Given the already maturing status of the industry, growth is unlikely to be spectacular during the forecast period. However with continuous activity from household care companies, steady performance is still expected. Product innovations will be geared towards time-saving, powerful products that will better cater to consumers’ busier lifestyles. At the same time, manufacturers are still expected to cater to the low-income, price-sensitive consumers by pushing for small pack sizes and economy brands as well.
Table of contents
HOUSEHOLD CARE IN THE PHILIPPINES : MARKET INSIGHT
EXECUTIVE SUMMARY
Household care maintains healthy growth in 2007
Industry players further penetrate low-income groups
Procter & Gamble strengthens lead over Unilever
Dishwashing products clocks another stellar performance
Stable performance expected of household care over forecast period
KEY TRENDS AND DEVELOPMENTS
More products positioned to cater to busier lifestyle
Consumers show trend towards upgrading their product choice
Health and beauty retailers become more prominent in sales of household care
Greater focus on smaller pack sizes to help improve product penetration
Local players gradually erode multinationals’ firm lead
MARKET INDICATORS
Table 1 Households 2002-2007
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2002-2007
Table 3 Sales of Household Care by Sector: % Value Growth 2002-2007
Table 4 Household Care Company Shares 2003-2007
Table 5 Household Care Brand Shares 2004-2007
Table 6 Penetration of Private Label by Sector 2003-2007
Table 7 Sales of Household Care by Distribution Format: % Analysis 2002-2007
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2007
Table 9 Forecast Sales of Household Care by Sector: Value 2007-2012
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2007-2012
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 2007
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 2007
LAMOIYAN CORP - HOUSEHOLD CARE - PHILIPPINES
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Lamoiyan Corp: Key Facts
Summary 9 Lamoiyan Corp: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Lamoiyan Corp: Competitive Position 2007
PEERLESS PRODUCTS MANUFACTURING CORP - HOUSEHOLD CARE - PHILIPPINES
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Peerless Products Manufacturing Corp: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Peerless Products Manufacturing Corp: Competitive Position 2007
WELLMADE MANUFACTURING CO - HOUSEHOLD CARE - PHILIPPINES
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Wellmade Manufacturing Co: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 14 Wellmade Manufacturing Co: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 15 Wellmade Manufacturing Co: Competitive Position 2007
LAUNDRY CARE IN THE PHILIPPINES
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2002-2007
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2002-2007
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2002-2007
Table 14 Sales of Laundry Detergents by Type: Value 2002-2007
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2002-2007
Table 16 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2007
Table 17 Sales of Laundry Aids by Type: Value 2002-2007
Table 18 Sales of Laundry Aids by Type: % Value Growth 2002-2007
Table 19 Laundry Care Company Shares 2003-2007
Table 20 Laundry Care Brand Shares 2004-2007
Table 21 Laundry Detergents Company Shares 2003-2007
Table 22 Laundry Detergents Brand Shares 2004-2007
Table 23 Laundry Aids Company Shares 2003-2007
Table 24 Laundry Aids Brand Shares 2004-2007
Table 25 Forecast Sales of Laundry Care by Subsector: Value 2007-2012
Table 26 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012
DISHWASHING PRODUCTS IN THE PHILIPPINES
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 27 Household Penetration of Dishwashers 2002-2007
Table 28 Sales of Dishwashing Products by Subsector: Value 2002-2007
Table 29 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007
Table 30 Dishwashing Products Company Shares 2003-2007
Table 31 Dishwashing Products Brand Shares 2004-2007
Table 32 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012
Table 33 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012
SURFACE CARE IN THE PHILIPPINES
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 34 Sales of Surface Care by Subsector: Value 2002-2007
Table 35 Sales of Surface Care by Subsector: % Value Growth 2002-2007
Table 36 Sales of Wipes by Type: Value 2002-2007
Table 37 Sales of Wipes by Type: % Value Growth 2002-2007
Table 38 Surface Care Company Shares 2003-2007
Table 39 Surface Care Brand Shares 2004-2007
Table 40 Wipes Company Shares 2003-2007
Table 41 Wipes Brand Shares 2004-2007
Table 42 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 43 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH IN THE PHILIPPINES
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of Chlorine Bleach: Value 2002-2007
Table 45 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 46 Chlorine Bleach Company Shares 2003-2007
Table 47 Chlorine Bleach Brand Shares 2004-2007
Table 48 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 49 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS IN THE PHILIPPINES
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 50 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 51 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 52 Toilet Care Products Company Shares 2003-2007
Table 53 Toilet Care Products Brand Shares 2004-2007
Table 54 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 55 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES IN THE PHILIPPINES
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Sales of Polishes by Subsector: Value 2002-2007
Table 57 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 58 Polishes Company Shares 2003-2007
Table 59 Polishes Brand Shares 2004-2007
Table 60 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 61 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE IN THE PHILIPPINES
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 62 Sales of Air Care by Subsector: Value 2002-2007
Table 63 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 64 Air Care Fragrances Rankings by Value 2006-2007
Table 65 Air Care Company Shares 2003-2007
Table 66 Air Care Brand Shares 2004-2007
Table 67 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 68 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES IN THE PHILIPPINES
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 69 Sales of Insecticides by Subsector: Value 2002-2007
Table 70 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 71 Spray Insecticides by Type: % Value Breakdown 2006-2007
Table 72 Insecticides Company Shares 2003-2007
Table 73 Insecticides Brand Shares 2004-2007
Table 74 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 75 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012