Executive Summary

Feb 2019
PROSPECTS
The ubiquity of bleach set to continue supporting sales

Bleach remains considerably more popular in the Philippines than in many other countries and this is largely due to the product’s reputation for being a strong, versatile product that offers sanitising and germ-killing properties. However, it is the multiple uses of the product that are the main reason for its positive image.

Shift towards multi-functional products set to compromise sales of bleach

The popularity of bleach is likely to come under pressure during the forecast period due to the general consumer shift towards specialised home care products that target different tasks around the home. These include colour safe laundry bleach, standard floor cleaners, toilet cleaners and bathroom cleaners, all of which are becoming more popular, to the detriment of bleach.

COMPETITIVE LANDSCAPE
Zonrox by Green Cross remains the dominant brand in bleach

Zonrox, a brand manufactured locally by Green Cross, remains the leading name in bleach. The strong performance of Zonrox can be attributed mainly to its widespread and consistent availability across major distribution channels such as supermarkets and sari-sari stores.

Domestic players to remain dominant

The forecast period is unlikely to see any major international companies or brands present any major threat to the dominant position of Green Cross Inc with its brand Zonrox. The category’s second-ranked player is another local name, Winrox by Wellmade Mfg Corp.

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Bleach in the Philippines

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Overview

Discover the latest market trends and uncover sources of future market growth for the Bleach industry in Philippines with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Bleach industry in Philippines, our research will save you time and money while empowering you to make informed, profitable decisions.

The Bleach in Philippines market research report includes:

  • Analysis of key supply-side and demand trends  
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Bleach in Philippines?
  • What are the major brands in Philippines?
  • How did bleach sales perform during the economic downturn?
  • What are the major applications of bleach in Philippines?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

Bleach in the Philippines - Category analysis

HEADLINES

PROSPECTS

The ubiquity of bleach set to continue supporting sales
Shift towards multi-functional products set to compromise sales of bleach

COMPETITIVE LANDSCAPE

Zonrox by Green Cross remains the dominant brand in bleach
Domestic players to remain dominant

CATEGORY DATA

Table 1 Sales of Bleach: Value 2013-2018
Table 2 Sales of Bleach: % Value Growth 2013-2018
Table 3 NBO Company Shares of Bleach: % Value 2014-2018
Table 4 LBN Brand Shares of Bleach: % Value 2015-2018
Table 5 Forecast Sales of Bleach: Value 2018-2023
Table 6 Forecast Sales of Bleach: % Value Growth 2018-2023

Home Care in the Philippines - Industry Overview

EXECUTIVE SUMMARY

Home care in the Philippines continues to present major opportunities
More sophisticated tastes slowly emerge despite focus remaining on basic products
Multinational companies remain dominant while local players make a strong showing
Innovation remains at a minimum as most consumers focus on basic functions
Home care slated for strong sales growth, with the consumer base set to expand

MARKET INDICATORS

Table 7 Households 2013-2018

MARKET DATA

Table 8 Sales of Home Care by Category: Value 2013-2018
Table 9 Sales of Home Care by Category: % Value Growth 2013-2018
Table 10 NBO Company Shares of Home Care: % Value 2014-2018
Table 11 LBN Brand Shares of Home Care: % Value 2015-2018
Table 12 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 13 Distribution of Home Care by Format: % Value 2013-2018
Table 14 Distribution of Home Care by Format and Category: % Value 2018
Table 15 Forecast Sales of Home Care by Category: Value 2018-2023
Table 16 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources