The COVID-19 crisis remained a key influence on demand in the Philippines in 2021. The crisis resulted in heightened hygiene-consciousness, with consumers continuing to focus on regular washing and displaying a strong demand for products with a solid hygiene positioning, such as those with antibacterial properties.
Hand sanitisers experienced a double-digit decline in both volume and value sales in 2021. However, this needs to be considered in the context of the explosive expansion in category sales seen in the previous year, when both volume and value registered triple-digit growth.
Procter & Gamble Philippines Inc retained its convincing lead of bath and shower in 2021 where it gained notable value share, thanks to the rising popularity of its Safeguard brand, which leads sales in both bar soap and liquid soap, as well as ranking second in body wash. 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.
While antibacterial qualities were a key selling point of bar soap products during the COVID-19 crisis and, before that, whitening qualities had a significant influence on demand, the forecast period is set to see the category move beyond these features and explore new selling points. Organic products are already trying to break into bar soap, while more indulgence-orientated premium products with a pampering positioning, such as French milled Lush soap, are also working to build a presence.
Bath and shower categories that are strongly tagged to work, outdoor, and school activities are likely to recover as face-to-face social contact returns. Intimate washes and body powder are amongst the categories that are strongly associated with away-from-home activities and in-person social contact.
While modern grocery retailers significantly benefited from a shift amongst consumers to one-stop shopping during the pandemic, with notable declines for health and beauty specialist retailers and department stores due to store closures, e-commerce also gained ground due to the convenience and perceived safety of home delivery. Purchases of bath and shower products through e-commerce are set to continue to rise over the forecast period, even after the threat of the SARS-CoV-2 virus wanes, with this channel likely to remain popular amongst younger tech-savvy consumers who appreciate the cost savings that can be found online.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Philippines with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Bath and Shower industry in Philippines, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Bath and Shower
This is the aggregation of bar soap, bath additives, body wash/shower gel, intimate washes, intimate wipes, liquid soap and talcum powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set these products are excluded.See All of Our Definitions
This report originates from Passport, our Bath and Shower research and analysis database.
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