Executive Summary

Oct 2019
Steady growth continues in consumer health as the gap narrows between prevention and treatment

Consumer health continued to achieve steady growth in the Philippines in 2019. Many consumer health products are important to consumers for both prevention and treatment of health conditions, even amid unstable economic and political conditions and the increasing inflation rate affecting basic commodities.

Air pollution and population growth contribute significantly to the growth of consumer health in 2019

Air pollution is a significant factor contributing to the growth rate of several consumer health categories. Filipinos increasingly turn to OTC remedies to deal with irritations to their eyes, nose, throat, lungs or skin, caused by air pollution.

Players use television advertising to increase brand awareness

Filipinos tend to trust long-established local manufacturers and companies, such as United Laboratories, UHS Essential Health Philippines Inc and Universal Robina Corp, which offer a variety of familiar consumer health products in a wide range of convenient channels. Consumers become aware of new brands and products as a result of companies employing, among other marketing strategies, television and social media advertising as they know that huge numbers of Filipinos watch television every day and also view social media pages and YouTube videos regularly.

Internet retailing makes gradual headway into consumer health

The main channels in which consumers purchase consumer health products in the Philippines are still drugstores/parapharmacies, chemists/pharmacies and direct selling. There was little change in the distribution share structure in 2019.

Stable growth is expected for consumer health in the forecast period as a balance is struck between consumers’ self-care and their price sensitivity

Consumer health is expected to continue to see positive value growth in the forecast period, due to population growth and the high birth rate, but at a slightly slower pace due to the maturity of most main categories. It is likely to be challenged by the ongoing price sensitivity of consumers in the Philippines which intensifies during periods of high inflation.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Consumer Health 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 Consumer Health industry in Philippines, our research will save you time and money while empowering you to make informed, profitable decisions.

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The Consumer Health in Philippines market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • 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 Consumer Health in Philippines?
  • What are the major brands in Philippines?
  • What are the main trends in OTC Healthcare?

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 Consumer Health market research database.

Consumer Health in the Philippines

EXECUTIVE SUMMARY

Steady growth continues in consumer health as the gap narrows between prevention and treatment
Air pollution and population growth contribute significantly to the growth of consumer health in 2019
Players use television advertising to increase brand awareness
Internet retailing makes gradual headway into consumer health
Stable growth is expected for consumer health in the forecast period as a balance is struck between consumers’ self-care and their price sensitivity

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 2 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2014-2019
Table 4 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 6 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 7 Distribution of Consumer Health by Format: % Value 2014-2019
Table 8 Distribution of Consumer Health by Format and Category: % Value 2019
Table 9 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches

DEFINITIONS

SOURCES

Summary 1 Research Sources

Analgesics in the Philippines

HEADLINES

PROSPECTS

Players target specific consumer groups and work with government to tackle counterfeits
Syrup appeals to children in paediatric analgesics while sprays gain share in topical analgesics/anaesthetic
Spray formats hold the most promise for topical analgesics/anaesthetic products especially if they come with improved scents

COMPETITIVE LANDSCAPE

Local knowledge, a top reputation and marketing skill keep United Laboratories in the number one spot
The high birth rate in the Philippines increases demand for paediatric analgesics
Local players besides United Laboratories struggle to compete against international players’ greater financial capability

CATEGORY DATA

Table 11 Sales of Analgesics by Category: Value 2014-2019
Table 12 Sales of Analgesics by Category: % Value Growth 2014-2019
Table 13 NBO Company Shares of Analgesics: % Value 2015-2019
Table 14 LBN Brand Shares of Analgesics: % Value 2016-2019
Table 15 Forecast Sales of Analgesics by Category: Value 2019-2024
Table 16 Forecast Sales of Analgesics by Category: % Value Growth 2019-2024

Cough, Cold and Allergy (Hay Fever) Remedies in the Philippines

HEADLINES

PROSPECTS

Filipinos increasingly turn to OTC remedies for irritations caused by air pollution
Potential remains in paediatric cough, cold and allergy remedies as few brands offer products specifically for children
Nasal sprays performs best due to the convenience and rapid effect of the products

COMPETITIVE LANDSCAPE

Local players dominate due to their knowledge of local consumers and their distribution expansion in channels where modern consumers shop
Paediatric cough, cold and allergy remedies attracts new players as there is much room for growth
Brands employ television and social media advertising as huge numbers of Filipinos watch TV and social media videos every day

CATEGORY DATA

Table 17 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2014-2019
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2014-2019
Table 19 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2015-2019
Table 20 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2016-2019
Table 21 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2019-2024
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2019-2024

Dermatologicals in the Philippines

HEADLINES

PROSPECTS

Consumers are comfortable inquiring about and purchasing most dermatologicals but still feel embarrassment and stigma about some types
High birth rate promises opportunity for paediatric dermatologicals
Greater consumer knowledge of eczema supports sales of antipruritics

COMPETITIVE LANDSCAPE

Great changes seen in company shares due to GSK and Pfizer’s joint venture
Filipinos’ image consciousness helps Novuhair retain its dominance of hair loss treatments
Bayer sees a strong performance due to marketing Elica as suitable for children

CATEGORY DATA

Table 23 Sales of Dermatologicals by Category: Value 2014-2019
Table 24 Sales of Dermatologicals by Category: % Value Growth 2014-2019
Table 25 NBO Company Shares of Dermatologicals: % Value 2015-2019
Table 26 LBN Brand Shares of Dermatologicals: % Value 2016-2019
Table 27 LBN Brand Shares of Hair Loss Treatments: % Value 2016-2019
Table 28 Forecast Sales of Dermatologicals by Category: Value 2019-2024
Table 29 Forecast Sales of Dermatologicals by Category: % Value Growth 2019-2024

Dietary Supplements in the Philippines

HEADLINES

PROSPECTS

A slight decrease in inflation offers hope for dietary supplements to become more popular
Brands of probiotic supplements continue to innovate to attract consumers who tend to prefer food with probiotic content
Beauty-positioned dietary supplements see steady growth supported by social media and consumers’ concern for their health and looks

COMPETITIVE LANDSCAPE

UHS Essential Health Philippines continues to lead due to the significant position of direct selling in dietary supplements
Non-direct selling players compete by making greater marketing efforts to increase consumers’ awareness of their dietary supplement products

CATEGORY DATA

Table 30 Sales of Dietary Supplements by Category: Value 2014-2019
Table 31 Sales of Dietary Supplements by Category: % Value Growth 2014-2019
Table 32 Sales of Dietary Supplements by Positioning: % Value 2014-2019
Table 33 NBO Company Shares of Dietary Supplements: % Value 2015-2019
Table 34 LBN Brand Shares of Dietary Supplements: % Value 2016-2019
Table 35 Forecast Sales of Dietary Supplements by Category: Value 2019-2024
Table 36 Forecast Sales of Dietary Supplements by Category: % Value Growth 2019-2024

Digestive Remedies in the Philippines

HEADLINES

PROSPECTS

The stressful modern lifestyle bolsters sales of digestive remedies
Alternative remedies and healthier diets limit sales of digestive remedies
Middle-income consumers are a positive consumer group for digestive remedies as they increasingly patronise all-you-can-eat buffet restaurants

COMPETITIVE LANDSCAPE

Local United Laboratories maintains its lead in a mainly international field with its trusted and familiar brands
Advertising on national television and social media targets the greatest number of Filipinos
The lack of OTC remedies for IBS presents growth opportunities for players

CATEGORY DATA

Table 37 Sales of Digestive Remedies by Category: Value 2014-2019
Table 38 Sales of Digestive Remedies by Category: % Value Growth 2014-2019
Table 39 NBO Company Shares of Digestive Remedies: % Value 2015-2019
Table 40 LBN Brand Shares of Digestive Remedies: % Value 2016-2019
Table 41 Forecast Sales of Digestive Remedies by Category: Value 2019-2024
Table 42 Forecast Sales of Digestive Remedies by Category: % Value Growth 2019-2024

Eye Care in the Philippines

HEADLINES

PROSPECTS

Extended screen use leads to continued rapid growth in standard eye care
Air pollution increases the need for eye care products

COMPETITIVE LANDSCAPE

Eye Mo continues to dominate eye care due to engaging consumers in targeted marketing and the lack of promotion by its competitors
Other brands need to focus on specific product positioning linked with the causes of eye issues

CATEGORY DATA

Table 43 Sales of Eye Care by Category: Value 2014-2019
Table 44 Sales of Eye Care by Category: % Value Growth 2014-2019
Table 45 NBO Company Shares of Eye Care: % Value 2015-2019
Table 46 LBN Brand Shares of Eye Care: % Value 2016-2019
Table 47 Forecast Sales of Eye Care by Category: Value 2019-2024
Table 48 Forecast Sales of Eye Care by Category: % Value Growth 2019-2024

Herbal/Traditional Products in the Philippines

HEADLINES

PROSPECTS

Sales of herbal/traditional products continue to grow as consumers seek a more natural route to healthy living
Philippine consumers are familiar with using herbal/traditional remedies for coughs and colds and require information on the efficacy of OTC products

COMPETITIVE LANDSCAPE

Universal Robina Corp retains the leading position with its long-established Jack ‘n’ Jill brand
Repositioning of products as herbal/traditional remedies brings success to brands in herbal/traditional cough, cold and allergy (hay fever) remedies
Local brands are more successful due to word-of-mouth recommendation and local supporters of traditional remedies

CATEGORY DATA

Table 49 Sales of Herbal/Traditional Products by Category: Value 2014-2019
Table 50 Sales of Herbal/Traditional Products by Category: % Value Growth 2014-2019
Table 51 NBO Company Shares of Herbal/Traditional Products: % Value 2015-2019
Table 52 LBN Brand Shares of Herbal/Traditional Products: % Value 2016-2019
Table 53 Forecast Sales of Herbal/Traditional Products by Category: Value 2019-2024
Table 54 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2019-2024

NRT Smoking Cessation Aids in the Philippines

HEADLINES

PROSPECTS

Smoking ban supports sales of NRT smoking cessation aids
Smoking regulation, taxes on tobacco and consumers’ wish to be healthier drive rapid growth in NRT smoking cessation aids
Players’ participation in antismoking campaigns is expected to increase sales of NRT smoking cessation aids

COMPETITIVE LANDSCAPE

Ezeequit continues to dominate value sales of NRT smoking cessation aids by marketing its products in various channels and participating in antismoking events
NRT smoking cessation aids has much room for growth which offers opportunities for new brands
Potential exists to widen the distribution of NRT smoking cessation aids

CATEGORY DATA

Table 55 Sales of NRT Smoking Cessation Aids by Category: Value 2014-2019
Table 56 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2014-2019
Table 57 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2015-2019
Table 58 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2016-2019
Table 59 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2019-2024
Table 60 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2019-2024

Paediatric Consumer Health in the Philippines

HEADLINES

PROSPECTS

Paediatric consumer health continues to develop as it is a major priority for young parents
Stiffer competition among players is likely to see more products that target specific needs
Syrup remains the most popular format for several paediatric consumer health products

COMPETITIVE LANDSCAPE

United Laboratories continues to lead paediatric consumer health with a range of products available in channels and at price points that attract a range of consumers
Players experiencing tighter competition are likely to benefit from targeting unresolved areas of paediatric consumer health

CATEGORY DATA

Table 61 Sales of Paediatric Consumer Health by Category: Value 2014-2019
Table 62 Sales of Paediatric Consumer Health by Category: % Value Growth 2014-2019
Table 63 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2016-2019
Table 64 NBO Company Shares of Paediatric Consumer Health: % Value 2015-2019
Table 65 LBN Brand Shares of Paediatric Consumer Health: % Value 2016-2019
Table 66 Forecast Sales of Paediatric Consumer Health by Category: Value 2019-2024
Table 67 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2019-2024

Sleep Aids in the Philippines

HEADLINES

PROSPECTS

A stressful lifestyle which disturbs sleep patterns boosts demand for sleep aids
Informative promotional activity by brands is required to increase consumers’ awareness of sleep aids
Internet retailing offers growth opportunities for sleep aids especially through third party retailers with large platforms

COMPETITIVE LANDSCAPE

UHS Essential Health Philippines dominates value sales due to the popularity of purchasing sleep aids and other products via direct selling
Opportunities lie in introducing sleep aids with additional benefits
Marketing activities are successful in promoting awareness of sleep aids

CATEGORY DATA

Table 68 Sales of Sleep Aids: Value 2014-2019
Table 69 Sales of Sleep Aids: % Value Growth 2014-2019
Table 70 NBO Company Shares of Sleep Aids: % Value 2015-2019
Table 71 LBN Brand Shares of Sleep Aids: % Value 2016-2019
Table 72 Forecast Sales of Sleep Aids: Value 2019-2024
Table 73 Forecast Sales of Sleep Aids: % Value Growth 2019-2024

Sports Nutrition in the Philippines

HEADLINES

PROSPECTS

Greater participation in sport and fitness by Filipinos increases the demand for sports nutrition
The minor sales of protein/energy bars grow fastest in value terms
Sports non-protein products take the lead as consumers seek products with other health benefits besides building muscle

COMPETITIVE LANDSCAPE

United Laboratories continues to lead sports nutrition due to its good reputation among consumers and its brand extension in sports non-protein products
Players are likely to benefit from the demand for sports nutrition products which offer further benefits or are tailored to different sports and activities

CATEGORY DATA

Table 74 Sales of Sports Nutrition by Category: Value 2014-2019
Table 75 Sales of Sports Nutrition by Category: % Value Growth 2014-2019
Table 76 NBO Company Shares of Sports Nutrition: % Value 2015-2019
Table 77 LBN Brand Shares of Sports Nutrition: % Value 2016-2019
Table 78 Forecast Sales of Sports Nutrition by Category: Value 2019-2024
Table 79 Forecast Sales of Sports Nutrition by Category: % Value Growth 2019-2024

Vitamins in the Philippines

HEADLINES

PROSPECTS

Multivitamins dominates and performs best as consumers seek value for money and products that benefit overall health
Vitamins C and E are in high demand as consumers focus on fitness and their appearance
Sales of vitamins for pregnancy achieve high growth due to greater awareness of the importance that expectant mothers are healthy

COMPETITIVE LANDSCAPE

United Laboratories leads with inventive marketing strategies and high-quality yet affordable products
Multivitamins attracts players due to its high growth prospects
Private label vitamin B products are expected to boost sales with the increase in sedentary careers

CATEGORY DATA

Table 80 Sales of Vitamins by Category: Value 2014-2019
Table 81 Sales of Vitamins by Category: % Value Growth 2014-2019
Table 82 Sales of Multivitamins by Positioning: % Value 2014-2019
Table 83 NBO Company Shares of Vitamins: % Value 2015-2019
Table 84 LBN Brand Shares of Vitamins: % Value 2016-2019
Table 85 Forecast Sales of Vitamins by Category: Value 2019-2024
Table 86 Forecast Sales of Vitamins by Category: % Value Growth 2019-2024

Weight Management and Wellbeing in the Philippines

HEADLINES

PROSPECTS

Greater awareness of the obesity problem supports sales of weight management and wellbeing
Weight management and wellbeing’s growth is limited by Filipinos’ preference for diets that enable them to still eat their favourite dishes
Sales of weight loss supplements decline due to warnings about side effects

COMPETITIVE LANDSCAPE

Abbott leads with strong reputation, wide distribution and dominance of supplement nutrition drinks
Competition increases in fragmented weight management and wellbeing
Players are expected to launch products that complement consumers’ weight loss or healthy eating diets

CATEGORY DATA

Table 87 Sales of Weight Management and Wellbeing by Category: Value 2014-2019
Table 88 Sales of Weight Management and Wellbeing by Category: % Value Growth 2014-2019
Table 89 NBO Company Shares of Weight Management and Wellbeing: % Value 2015-2019
Table 90 LBN Brand Shares of Weight Management and Wellbeing: % Value 2016-2019
Table 91 Forecast Sales of Weight Management and Wellbeing by Category: Value 2019-2024
Table 92 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2019-2024

Wound Care in the Philippines

HEADLINES

PROSPECTS

Wound care is boosted by the greater incidence of minor injuries as more Filipinos engage in group sports and outdoor activities
Distribution remains steady but wound care would benefit further from expansion into channels appropriate to consumers’ changing lifestyle
Most consumers in the Philippines are more familiar with sticking plasters/adhesive bandages than with other types of wound care

COMPETITIVE LANDSCAPE

Philusa Corp continues to lead due to its wide distribution and competitive prices
Players may gain share by increasing their advertising or widening their distribution to new channels
Promotional strategies are required in order to attract price-sensitive consumers as inflation rates increase

CATEGORY DATA

Table 93 Sales of Wound Care by Category: Value 2014-2019
Table 94 Sales of Wound Care by Category: % Value Growth 2014-2019
Table 95 NBO Company Shares of Wound Care: % Value 2015-2019
Table 96 LBN Brand Shares of Wound Care: % Value 2016-2019
Table 97 Forecast Sales of Wound Care by Category: Value 2019-2024
Table 98 Forecast Sales of Wound Care by Category: % Value Growth 2019-2024