Beauty and Personal Care in the Philippines

Beauty and Personal Care in the Philippines

EXECUTIVE SUMMARY

COVID-19 impact on beauty and personal care

COVID-19 country impact

Company response

Retailing shift

What next for beauty and personal care?

Chart 1 Beauty and Personal Care Value Sales Growth Scenarios: 2018-2025
Chart 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2017-2025

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2015-2020
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2015-2020
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Mass Beauty and Personal Care in the Philippines

KEY DATA FINDINGS

2020 IMPACT

Mass products continue to dominate beauty and personal care in 2020 but frequent price promotions by retailers significantly impact value sales

E-commerce gains ground with competitive pricing but many lower-income consumers continue to visit store-based retailers in 2020

Multinationals continue to lead mass beauty and personal care, while brands expand portfolios to address increasing demand for antibacterial products

RECOVERY AND OPPORTUNITIES

Strong recovery predicted for mass beauty and personal care once consumers return to normal routines, depending on threat level of virus

Product innovation and advocacy of global issues by players to become increasingly important to consumers

E-commerce likely to gain further penetration of mass beauty and personal care

CATEGORY DATA

Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025

Premium Beauty and Personal Care in the Philippines

KEY DATA FINDINGS

2020 IMPACT

Declines for premium beauty and personal care due to home seclusion and closure of main distribution channels

Premium skin care shows some resilience due to self-care and closure of beauty salons

Premium beauty and personal care is increasingly competitive and fragmented landscape

RECOVERY AND OPPORTUNITIES

Full value sales recovery predicted, but weaker performing categories during the pandemic will take longer to return to pre-pandemic levels

Significant discounts on premium fragrances in 2020 will mean value sales take longer to recover

E-commerce has potential to further penetrate colour cosmetics

CATEGORY DATA

Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025

Baby and Child-Specific Products in the Philippines

KEY DATA FINDINGS

2020 IMPACT

Despite initial panic buying, ongoing restrictions subdue overall demand for baby and child-specific products due to home seclusion trend

Ongoing interest in specific products for sensitive skin continue to support dermocosmetics

Leading player Johnson & Johnson continues to gradually lose share in 2020

RECOVERY AND OPPORTUNITIES

Overall stronger performance predicted but first half of 2021 likely to remain subdued

Baby wipes set for strong performance in light of predicted baby boom in 2021 and on-the-go convenience as restrictions ease

Value growth not expected to fully recover until 2023 but will be driven by increasing demand for higher quality products

CATEGORY DATA

Table 23 Sales of Baby and Child-specific Products by Category: Value 2015-2020
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020
Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2017-2020
Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020
Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2017-2020
Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025
Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025
Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025

Bath and Shower in the Philippines

KEY DATA FINDINGS

2020 IMPACT

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

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

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

RECOVERY AND OPPORTUNITIES

Higher value growth due to continual focus on antibacterial options, but overall demand will weaken over early part of forecast period due to previous stockpiling

More informed consumers and the regaining of purchasing power will encourage trading up

E-commerce likely to gain further share

CATEGORY DATA

Table 34 Sales of Bath and Shower by Category: Value 2015-2020
Table 35 Sales of Bath and Shower by Category: % Value Growth 2015-2020
Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020
Table 37 NBO Company Shares of Bath and Shower: % Value 2016-2020
Table 38 LBN Brand Shares of Bath and Shower: % Value 2017-2020
Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020
Table 40 Forecast Sales of Bath and Shower by Category: Value 2020-2025
Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025
Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025

Colour Cosmetics in the Philippines

KEY DATA FINDINGS

2020 IMPACT

Significant declines for colour cosmetics due to home seclusion trend

Virtual try-ons as consumers shift online

L'Oréal Philippines gains leadership of colour cosmetics in 2020 as direct sellers suffer

RECOVERY AND OPPORTUNITIES

Full recovery predicted for colour cosmetics over the forecast period

Expansion of channel availability

E-commerce’s gain and further innovation in terms of utilising digital tools

CATEGORY DATA

Table 43 Sales of Colour Cosmetics by Category: Value 2015-2020
Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2016-2020
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020
Table 47 LBN Brand Shares of Eye Make-up: % Value 2017-2020
Table 48 LBN Brand Shares of Facial Make-up: % Value 2017-2020
Table 49 LBN Brand Shares of Lip Products: % Value 2017-2020
Table 50 LBN Brand Shares of Nail Products: % Value 2017-2020
Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020
Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025
Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025

Deodorants in the Philippines

KEY DATA FINDINGS

2020 IMPACT

Despite being basic personal hygiene item, deodorants experiences flat performance in 2020 due to home seclusion trend

Increasing interest in organic and naturally-positioned deodorants amongst urban consumers

Unilever strengthens leadership of deodorants in 2020 as Avon Cosmetics struggles

RECOVERY AND OPPORTUNITIES

Stronger growth momentum predicted for deodorants over the forecast period as consumers gradually return to their routines outside of the home

Greater interest in naturally-positioned deodorants likely, particularly amongst environmentally-aware younger generations

E-commerce offers further potential for growth

CATEGORY DATA

Table 54 Sales of Deodorants by Category: Value 2015-2020
Table 55 Sales of Deodorants by Category: % Value Growth 2015-2020
Table 56 Sales of Deodorants by Premium vs Mass: % Value 2015-2020
Table 57 NBO Company Shares of Deodorants: % Value 2016-2020
Table 58 LBN Brand Shares of Deodorants: % Value 2017-2020
Table 59 LBN Brand Shares of Premium Deodorants: % Value 2017-2020
Table 60 Forecast Sales of Deodorants by Category: Value 2020-2025
Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025
Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2020-2025

Depilatories in the Philippines

KEY DATA FINDINGS

2020 IMPACT

Stable demand for depilatories despite home seclusion as consumers maintain personal grooming routines in the face of beauty salon closures

Promotional price activity results in value declines in 2020

Depilatories continues to be dominated by multinationals in 2020

RECOVERY AND OPPORTUNITIES

Slow recovery for value sales due to lingering price sensitivity but overall positive outlook for depilatories

Greater focus on natural ingredients to compete with homemade alternatives

Potential for further penetration of e-commerce within depilatories

CATEGORY DATA

Table 63 Sales of Depilatories by Category: Value 2015-2020
Table 64 Sales of Depilatories by Category: % Value Growth 2015-2020
Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2016-2020
Table 66 NBO Company Shares of Depilatories: % Value 2016-2020
Table 67 LBN Brand Shares of Depilatories: % Value 2017-2020
Table 68 Forecast Sales of Depilatories by Category: Value 2020-2025
Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025

Fragrances in the Philippines

KEY DATA FINDINGS

2020 IMPACT

Home seclusion trend and disruption to major distribution channels significantly impact demand for fragrances in 2020

Further shift to unisex fragrances

Strong presence of direct sellers due to the dominance of mass fragrances

RECOVERY AND OPPORTUNITIES

Overall demand to be driven by dominant mass fragrances but latter will struggle to fully recover in value terms due to strong discounting by retailers

Potential for e-commerce to further penetrate fragrances

Brand loyalty likely to result in Filipinos investing in new launches once they recover their purchasing power

CATEGORY DATA

Table 70 Sales of Fragrances by Category: Value 2015-2020
Table 71 Sales of Fragrances by Category: % Value Growth 2015-2020
Table 72 NBO Company Shares of Fragrances: % Value 2016-2020
Table 73 LBN Brand Shares of Fragrances: % Value 2017-2020
Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020
Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020
Table 76 Forecast Sales of Fragrances by Category: Value 2020-2025
Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025

Hair Care in the Philippines

KEY DATA FINDINGS

2020 IMPACT

Upturn in demand for hair care due to panic buying of essentials due to lockdown

Closure of hair salons and home seclusion have mixed impact on hair care

Hair care remains a consolidated competitive landscape in 2020 dominated by multinationals

RECOVERY AND OPPORTUNITIES

Stronger performance by hair care predicted for forecast period

Further expansion opportunities for colourants

Stronger growth predicted for medicated shampoos as consumers become increasingly educated about certain conditions

CATEGORY DATA

Table 78 Sales of Hair Care by Category: Value 2015-2020
Table 79 Sales of Hair Care by Category: % Value Growth 2015-2020
Table 80 Sales of Hair Care by Premium vs Mass: % Value 2015-2020
Table 81 NBO Company Shares of Hair Care: % Value 2016-2020
Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020
Table 83 LBN Brand Shares of Hair Care: % Value 2017-2020
Table 84 LBN Brand Shares of Colourants: % Value 2017-2020
Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020
Table 86 LBN Brand Shares of Styling Agents: % Value 2017-2020
Table 87 LBN Brand Shares of Premium Hair Care: % Value 2017-2020
Table 88 Forecast Sales of Hair Care by Category: Value 2020-2025
Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025
Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025

Men's Grooming in the Philippines

KEY DATA FINDINGS

2020 IMPACT

Subdued demand for men’s grooming due to home seclusion trend although male consumers continue to follow basic personal hygiene routines

Stable demand for men’s razors and blades despite lockdown beard trend

Further consolidation amongst leading multinationals

RECOVERY AND OPPORTUNITIES

Further innovation within men’s grooming can add greater value to category

Men’s grooming sets/kits can attract consumers new to the category

E-commerce offers potential for greater penetration of men’s grooming

CATEGORY DATA

Table 91 Sales of Men’s Grooming by Category: Value 2015-2020
Table 92 Sales of Men’s Grooming by Category: % Value Growth 2015-2020
Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020
Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2017-2020
Table 95 NBO Company Shares of Men’s Grooming: % Value 2016-2020
Table 96 LBN Brand Shares of Men’s Grooming: % Value 2017-2020
Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020
Table 98 Forecast Sales of Men’s Grooming by Category: Value 2020-2025
Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2020-2025

Oral Care in the Philippines

KEY DATA FINDINGS

2020 IMPACT

Closure of dental clinics during lockdown sees increasing demand for oral care in 2020 as part of preventative health trend

Attractive price promotions on power toothbrushes attract consumers

Colgate-Palmolive strengthens leadership of consolidated competitive landscape

RECOVERY AND OPPORTUNITIES

Consumers set to place greater focus on oral care over the forecast period

Slow increasing demand for power toothbrushes as unit prices set to rise

Online and mainstream advertising will remain important factor in pushing sales

CATEGORY DATA

Table 100 Sales of Oral Care by Category: Value 2015-2020
Table 101 Sales of Oral Care by Category: % Value Growth 2015-2020
Table 102 Sales of Toothbrushes by Category: Value 2015-2020
Table 103 Sales of Toothbrushes by Category: % Value Growth 2015-2020
Table 104 Sales of Toothpaste by Type: % Value Breakdown 2016-2020
Table 105 NBO Company Shares of Oral Care: % Value 2016-2020
Table 106 LBN Brand Shares of Oral Care: % Value 2017-2020
Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2017-2020
Table 108 LBN Brand Shares of Toothpaste: % Value 2017-2020
Table 109 Forecast Sales of Oral Care by Category: Value 2020-2025
Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025
Table 111 Forecast Sales of Toothbrushes by Category: Value 2020-2025
Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025

Skin Care in the Philippines

KEY DATA FINDINGS

2020 IMPACT

Consumers focus on essential purchases, resulting in spikes in demand for areas of facial care and hand care due to preventative health trend

E-commerce gains ground due to home seclusion and closure of specialist stores during lockdown

Increasingly fragmented competitive landscape as skin care attracts smaller players and brands from other categories

RECOVERY AND OPPORTUNITIES

Skin care set to gain stronger growth momentum from 2021 in line with increasing consumer confidence

Social media to play increasing role in influencing demand for natural or organic skin care ranges

Potential for e-commerce to gain greater penetration of skin care

CATEGORY DATA

Table 113 Sales of Skin Care by Category: Value 2015-2020
Table 114 Sales of Skin Care by Category: % Value Growth 2015-2020
Table 115 NBO Company Shares of Skin Care: % Value 2016-2020
Table 116 LBN Brand Shares of Skin Care: % Value 2017-2020
Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2017-2020
Table 118 LBN Brand Shares of Anti-agers: % Value 2017-2020
Table 119 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2017-2020
Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2017-2020
Table 121 LBN Brand Shares of Premium Skin Care: % Value 2017-2020
Table 122 Forecast Sales of Skin Care by Category: Value 2020-2025
Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025

Sun Care in the Philippines

KEY DATA FINDINGS

2020 IMPACT

Home seclusion and restrictions on movement significantly impact demand for sun care in 2020

Declining unit prices due to price promotions and discounting

Nivea Sun remains most popular sun care brand in 2020 despite loss of share to closes competitors

RECOVERY AND OPPORTUNITIES

Gradual relaxation of restrictions will support recovery of sun care over the forecast period

Higher value growth as players look to expand category in terms of natural positioning or cross-category innovation

Players likely to further invest in advertising and marketing including social media

CATEGORY DATA

Table 124 Sales of Sun Care by Category: Value 2015-2020
Table 125 Sales of Sun Care by Category: % Value Growth 2015-2020
Table 126 NBO Company Shares of Sun Care: % Value 2016-2020
Table 127 LBN Brand Shares of Sun Care: % Value 2017-2020
Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020
Table 129 Forecast Sales of Sun Care by Category: Value 2020-2025
Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025

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