Bath and Shower in the Philippines

PROSPECTS

Consumers seek value for money in bath and shower

Bath and shower is one of the most mature beauty and personal care categories in the Philippines, with local consumers for a long time having relied on products such as bar soap and talcum powder. Consumers typically seek value-for-money products, often in the form of bigger pack sizes, so they can then afford to buy other beauty and personal care products.

Whitening remains a key benefit in bath and shower

Whitening properties have long been used by companies in bath and shower as consumers continue to seek the help of bar soap and even intimate washes to achieve their desired complexion, despite the increasing inclination towards an outdoor lifestyle. Bar soap is used to lighten not only the body but also the face, making it an alternative to products such as facial cleansers and washes.

Basic products will continue to drive volume growth while additional benefits will support value growth

One of the ways to deal with category maturity is to offer more benefits in a single product. This is seen as a highly effective strategy to appeal to consumers who are not only price-sensitive but also very aware of global trends in beauty and personal care.

COMPETITIVE LANDSCAPE

A presence in various categories with products offering multiple benefits the key to success

To attract consumers over the forecast period manufacturers will need to offer products with multiple benefits. This is the reason why players such as Procter & Gamble, Cosmetique Asia Corp and Colgate-Palmolive currently lead the category.

Files are delivered directly into your account within a few minutes of purchase.