Dishwashing in the Philippines

PROSPECTS

Automatic dishwashers remain almost unheard-of in private homes, limiting sales to hand dishwashing

Very few private homes in the Philippines have an automatic dishwasher, including among affluent urban-dwellers. The main reason for this is the prohibitive cost of purchasing such an appliance, not to mention the limited availability of dishwashers and lack of culture of their usage.

Liquid and paste formats vie for sales in hand dishwashing

In the Philippines, hand dishwashing products generally come in one of two formats: liquids and pastes. Liquids are currently outperforming pastes due to the greater convenience that liquids offer as they do not need to be mixed with water first, although there is a widely-held perception that pastes offer greater value for money than liquids due to their lower prices.

Marketing campaigns likely to become increasingly important for growing sales

The review period saw a notable increase in marketing campaigns for hand dishwashing products in liquid formats. Advertising materials for leading brands such as Joy, Axion and Surf usually emphasise the effectiveness of the brand for cleaning kitchen utensils and crockery.

COMPETITIVE LANDSCAPE

Multinational companies continue to dominate, led by Procter & Gamble

Procter & Gamble continues to dominate sales in dishwashing with its Joy brand, some way ahead of Colgate-Palmolive with Axion and Unilever with Surf. Thus, multinational companies remain in control of the category.

Changes to regulations continue to benefit smaller dishwashing brands

The review period saw a relaxation of the regulations relating to the importation and licensing of potentially hazardous home care products in the Philippines. As a result, smaller brands such as Zip from Malaysia-based Lam Soong Group as well as Mr Sulit Dishwashing Liquid and Glad Dishwashing Liquid have found it easier to operate in the country.

Value-added products likely to appeal to a wider audience

Premiumisation was seen in dishwashing during the review period as Procter & Gamble launched new variants of its Joy brand, including one infused with the company’s Olay skin care brand. This Olay-infused product is marketed as being kinder to hands.

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