Beauty and Personal Care in the Philippines
Beauty and personal care in 2022: The big picture
What next for beauty and personal care?
Table 1 Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2019-2022
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2017-2022
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2017-2022
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2022-2027
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2022-2027
Summary 1 Research Sources
Baby and Child-Specific Products in the Philippines
Despite declining birth rates, the market has strong growth potential due to increasing disposable income
Competitive landscape remains relatively consolidated due to faith placed in trusted brands
Income disparity influences demand with products and packaging tailored to meet different audiences
Baby and child-specific products has potential to expand from new products with natural ingredients to baby cologne and beyond
Established local apparel brands could provide an additional avenue for companies to market their products
Insect repelling ingredients offer growth opportunities for baby and child-specific products
Table 11 Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2018-2022
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2019-2022
Table 16 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2019-2022
Table 17 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2019-2022
Table 18 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2019-2022
Table 19 Forecast Sales of Baby and Child-specific Products by Category: Value 2022-2027
Table 20 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2022-2027
Table 21 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2022-2027
Bath and Shower in the Philippines
Opportunities still remain in bath and shower despite category maturity
Private label producers looking for new opportunities in bath and shower
Bar soap continues to clean up with the category offering a wide range of options with popular benefits from skin whitening to anti-ageing properties
Brightening/whitening bath and shower products offer further growth potential
Premiumisation likely to become more prominent as the economy starts to recover
Legacy brands eyeing new opportunities within bath and shower as distribution shifts online
Table 22 Sales of Bath and Shower by Category: Value 2017-2022
Table 23 Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 24 Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022
Table 25 NBO Company Shares of Bath and Shower: % Value 2018-2022
Table 26 LBN Brand Shares of Bath and Shower: % Value 2019-2022
Table 27 LBN Brand Shares of Premium Bath and Shower: % Value 2019-2022
Table 28 Forecast Sales of Bath and Shower by Category: Value 2022-2027
Table 29 Forecast Sales of Bath and Shower by Category: % Value Growth 2022-2027
Table 30 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2022-2027
Colour Cosmetics in the Philippines
Colour cosmetics sees a significant recovery in demand as COVID-19 fears subside
Lip products receive the kiss of life as face masks come off while facial make-up influenced by South Korean celebrities
Competition intensifying with distribution and celebrity endorsements key to growth
As incomes rise premium brands are expected to look to expand their presence in the market
Distribution will play a key role in dictating market demand
Home-grown brands could gain a stronger foothold in the market by tailoring their products to the beauty needs of locals
Table 31 Sales of Colour Cosmetics by Category: Value 2017-2022
Table 32 Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 33 NBO Company Shares of Colour Cosmetics: % Value 2018-2022
Table 34 LBN Brand Shares of Colour Cosmetics: % Value 2019-2022
Table 35 LBN Brand Shares of Eye Make-up: % Value 2019-2022
Table 36 LBN Brand Shares of Facial Make-up: % Value 2019-2022
Table 37 LBN Brand Shares of Lip Products: % Value 2019-2022
Table 38 LBN Brand Shares of Nail Products: % Value 2019-2022
Table 39 LBN Brand Shares of Premium Colour Cosmetics: % Value 2019-2022
Table 40 Forecast Sales of Colour Cosmetics by Category: Value 2022-2027
Table 41 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2022-2027
Deodorants in the Philippines
Deodorants thriving as consumers become more active again while demand focuses on skin whitening properties
Local and international brands are present with deodorants still full of potential
Deodorant powders present new options for consumers some of whom are looking to avoid products featuring potassium alum
Brands are focusing on an ingredient-led positioning for new product developments in the forecast period.
Deodorant sprays is the category to look out for thanks to dual-purpose usage
More education is needed to promote the benefits of deodorant sprays while e-commerce set to win further share
Table 42 Sales of Deodorants by Category: Value 2017-2022
Table 43 Sales of Deodorants by Category: % Value Growth 2017-2022
Table 44 Sales of Deodorants by Premium vs Mass: % Value 2017-2022
Table 45 NBO Company Shares of Deodorants: % Value 2018-2022
Table 46 LBN Brand Shares of Deodorants: % Value 2019-2022
Table 47 LBN Brand Shares of Premium Deodorants: % Value 2019-2022
Table 48 Forecast Sales of Deodorants by Category: Value 2022-2027
Table 49 Forecast Sales of Deodorants by Category: % Value Growth 2022-2027
Table 50 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2022-2027
Depilatories in the Philippines
Depilatories continues to recover as COVID-19 restrictions are eased
Access to a range of professional treatments a significant obstacle to the growth of depilatories
Gillette remains the go to option in women’s razors and blades
Depilatories set for further growth but other options likely to limit the potential of the category
Higher disposable income levels should support demand for depilatories while new product development likely to focus on natural ingredients
E-commerce offers opportunities for brands to expand their reach
Table 51 Sales of Depilatories by Category: Value 2017-2022
Table 52 Sales of Depilatories by Category: % Value Growth 2017-2022
Table 53 Sales of Women's Razors and Blades by Type: % Value Breakdown 2018-2022
Table 54 NBO Company Shares of Depilatories: % Value 2018-2022
Table 55 LBN Brand Shares of Depilatories: % Value 2019-2022
Table 56 Forecast Sales of Depilatories by Category: Value 2022-2027
Table 57 Forecast Sales of Depilatories by Category: % Value Growth 2022-2027
Fragrances in the Philippines
Demand for fragrances picks up as social activities resume and the country’s borders reopen
Economic growth boosts sales across all price segments
Distribution landscape in a state of flux as consumers seek out new opportunities in e-commerce
Economic growth should boost demand while e-commerce retailers work on building trust in the authenticity of their products
Direct to consumer sales proving popular
Eau de parfum is a popular option due to its perceived ability to withstand humidity
Table 58 Sales of Fragrances by Category: Value 2017-2022
Table 59 Sales of Fragrances by Category: % Value Growth 2017-2022
Table 60 NBO Company Shares of Fragrances: % Value 2018-2022
Table 61 LBN Brand Shares of Fragrances: % Value 2019-2022
Table 62 LBN Brand Shares of Premium Men's Fragrances: % Value 2019-2022
Table 63 LBN Brand Shares of Premium Women's Fragrances: % Value 2019-2022
Table 64 Forecast Sales of Fragrances by Category: Value 2022-2027
Table 65 Forecast Sales of Fragrances by Category: % Value Growth 2022-2027
Hair Care in the Philippines
Masks and treatments help add variety to a mature category
Wide range and variety of products, packaging and price points boosting demand for colourants and conditioners and treatments
Consumers are highly receptive to new products, but multinationals maintain dominance
Premiumisation could help deliver value growth as hair care suffers from maturity
Colourants and styling agents have room to grow thanks to new and developing trends
Dry shampoo likely to remain a niche while medicated shampoos shows greater promise
Table 66 Sales of Hair Care by Category: Value 2017-2022
Table 67 Sales of Hair Care by Category: % Value Growth 2017-2022
Table 68 Sales of Hair Care by Premium vs Mass: % Value 2017-2022
Table 69 NBO Company Shares of Hair Care: % Value 2018-2022
Table 70 NBO Company Shares of Salon Professional Hair Care: % Value 2018-2022
Table 71 LBN Brand Shares of Hair Care: % Value 2019-2022
Table 72 LBN Brand Shares of Colourants: % Value 2019-2022
Table 73 LBN Brand Shares of Salon Professional Hair Care: % Value 2019-2022
Table 74 LBN Brand Shares of Styling Agents: % Value 2019-2022
Table 75 LBN Brand Shares of Premium Hair Care: % Value 2019-2022
Table 76 Forecast Sales of Hair Care by Category: Value 2022-2027
Table 77 Forecast Sales of Hair Care by Category: % Value Growth 2022-2027
Table 78 Forecast Sales of Hair Care by Premium vs Mass: % Value 2022-2027
Men's Grooming in the Philippines
Men’s grooming thriving with a knowledgeable local consumer base helping to drive demand
K-beauty standards are highly influential in this category, with celebrities playing a key role in marketing
Private label receiving growing interest but Unilever and Procter & Gamble maintain dominance
Positive outlook for men’s grooming with hair loss treatments gaining popularity among men
New business opportunities should benefit sales of men’s shaving and skin care
Multinationals likely to retain their lead but e-commerce opening the door to smaller brands with more unique offerings
Table 79 Sales of Men’s Grooming by Category: Value 2017-2022
Table 80 Sales of Men’s Grooming by Category: % Value Growth 2017-2022
Table 81 Sales of Men's Razors and Blades by Type: % Value Breakdown 2019-2022
Table 82 Sales of Men's Skin Care by Type: % Value Breakdown 2019-2022
Table 83 NBO Company Shares of Men’s Grooming: % Value 2018-2022
Table 84 LBN Brand Shares of Men’s Grooming: % Value 2019-2022
Table 85 LBN Brand Shares of Men's Razors and Blades: % Value 2019-2022
Table 86 Forecast Sales of Men’s Grooming by Category: Value 2022-2027
Table 87 Forecast Sales of Men’s Grooming by Category: % Value Growth 2022-2027
Oral Care in the Philippines
Celebrity endorsements and brand collaborations add value to oral care products
Health and wellness trend fuelling demand for mouthwashes/dental rinses with Listerine leading the way
Oral care sees an increasing focus on natural and sustainable ingredients and products
Oral care set to grow and expand as consumers develop more sophisticated routines
Breath strips proving popular but further investment required to raise the profile of mouth fresheners in the market
Consumers likely to favour tooth whitening products with a natural and gentle positioning
Table 88 Sales of Oral Care by Category: Value 2017-2022
Table 89 Sales of Oral Care by Category: % Value Growth 2017-2022
Table 90 Sales of Toothbrushes by Category: Value 2017-2022
Table 91 Sales of Toothbrushes by Category: % Value Growth 2017-2022
Table 92 Sales of Toothpaste by Type: % Value Breakdown 2018-2022
Table 93 NBO Company Shares of Oral Care: % Value 2018-2022
Table 94 LBN Brand Shares of Oral Care: % Value 2019-2022
Table 95 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2019-2022
Table 96 LBN Brand Shares of Toothpaste: % Value 2019-2022
Table 97 Forecast Sales of Oral Care by Category: Value 2022-2027
Table 98 Forecast Sales of Oral Care by Category: % Value Growth 2022-2027
Table 99 Forecast Sales of Toothbrushes by Category: Value 2022-2027
Table 100 Forecast Sales of Toothbrushes by Category: % Value Growth 2022-2027
Skin Care in the Philippines
Dermocosmetics are gaining traction as consumers become more familiar with the benefits of using these products
Celebrity endorsements a valuable marketing tool
Moisturisers come back into favour while facial oils present new opportunities
The Philippines likely to remain a popular testing ground for new products
Affordable skin care products set to thrive, with a significant appetite and unmet potential for premium and natural products
Glass ampoules and sachets set to feature prominently
Table 101 Sales of Skin Care by Category: Value 2017-2022
Table 102 Sales of Skin Care by Category: % Value Growth 2017-2022
Table 103 NBO Company Shares of Skin Care: % Value 2018-2022
Table 104 LBN Brand Shares of Skin Care: % Value 2019-2022
Table 105 LBN Brand Shares of Basic Moisturisers: % Value 2019-2022
Table 106 LBN Brand Shares of Anti-agers: % Value 2019-2022
Table 107 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2019-2022
Table 108 LBN Brand Shares of General Purpose Body Care: % Value 2019-2022
Table 109 LBN Brand Shares of Premium Skin Care: % Value 2019-2022
Table 110 Forecast Sales of Skin Care by Category: Value 2022-2027
Table 111 Forecast Sales of Skin Care by Category: % Value Growth 2022-2027
Sun Care in the Philippines
Sun care shines as restrictions are lifted
Competition increases as the range and variety of products grows
New and natural ingredients provide inspiration
Consumers likely to be willing to spend more for better results when it comes to sun care
Skin care and colour cosmetics could cannibalise sales through the addition of sun protection to their product lines
Sun care products for men have strong potential
Table 112 Sales of Sun Care by Category: Value 2017-2022
Table 113 Sales of Sun Care by Category: % Value Growth 2017-2022
Table 114 NBO Company Shares of Sun Care: % Value 2018-2022
Table 115 LBN Brand Shares of Sun Care: % Value 2019-2022
Table 116 LBN Brand Shares of Premium Adult Sun Care: % Value 2019-2022
Table 117 Forecast Sales of Sun Care by Category: Value 2022-2027
Table 118 Forecast Sales of Sun Care by Category: % Value Growth 2022-2027
Premium Beauty and Personal Care in the Philippines
Premium beauty and personal care sees a strong recovery but there remains an unmet demand as consumers follow the influence of celebrities
Dermocosmetics and ingredient led beauty driving interest in premium products
Competitive landscape remains highly fragmented with premium fragrances remaining key to category sales
A thirst for ultra-premium brands such as Guerlain Orchidee is present in the market
Retail e-commerce set to thrive thanks to competitive pricing and an expanding offer
Consumers expected to be willing to pay more for better results due to growing focus on skin health
Table 119 Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 120 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 121 NBO Company Shares of Premium Beauty and Personal Care: % Value 2018-2022
Table 122 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2019-2022
Table 123 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2022-2027
Table 124 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2022-2027
Mass Beauty and Personal Care in the Philippines
Strict labelling laws translate into a significant advantage for products with an extensive medical positioning
Local and international celebrities play a key role in driving market demand, including in oral care
Skin whitening products retain appeal as consumers focus more on the ingredients used than the brand
Mass sun care full of potential as consumers become more aware of the dangers of sun exposure
The Philippines remains a popular testing ground for new innovations
Men’s grooming is growing rapidly offering new opportunities for brands to expand their presence in the market
Table 125 Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 126 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 127 NBO Company Shares of Mass Beauty and Personal Care: % Value 2018-2022
Table 128 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2019-2022
Table 129 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2022-2027
Table 130 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2022-2027