Bath and Shower in the Philippines

2020 IMPACT

Stockpiling of essential bath and shower products with greater focus on antibacterial variants supports stronger performance for category in 2020

Due to the essential nature of bath and shower in the Philippines, the announcement of a lockdown in early 2020 as a result of the pandemic resulted in initial panic buying amongst consumers, with many retailers experiencing product shortages. This led to the government issuing a directive that restricted the purchase of any type of product to a maximum of five items to help reduce stockpiling of essential goods.

Leader Procter & Gamble regains lost share due to antibacterial positioning of its bar soap Safeguard

Procter & Gamble Philippines Inc retained its convincing lead of bath and shower in 2020 where it gained notable value share, mainly due to the strong position of its Safeguard brand in the largest category of bar soap, and therefore benefiting from the upturn in demand for this product in the wake of the pandemic. Safeguard has a long-standing presence in the Philippines and has built up a loyal and trusting following, as it is well-known for its antibacterial properties.

Greater demand for hand sanitisers drives up average unit price of liquid soap

With a greater shift in priorities regarding the search for bath and shower products with antibacterial properties due to the preventative health trend, demand for liquid soap, which tends to be purchased by more affluent consumers, who are likely to have been less impacted financially by the pandemic, marginally increased in 2020. However, double-digit current value growth for the category was driven up by rising average unit prices due to greater demand for antibacterial variants and particularly hand sanitisers.

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