Dishwashing in the Philippines

2020 IMPACT

Home seclusion trend supports growth for dishwashing during pandemic but price sensitivity slows overall demand as consumers make products last for longer

With low penetration of dishwashers in the Philippines, hand dishwashing remained the dominant format within overall dishwashing in the country at the end of the review period. Pandemic-induced lockdown measures in 2020 resulted in the home seclusion trend which encouraged many consumers to cook meals from scratch as they were unable to eat out in horeca outlets.

Promotion of dishwashing products as alternative solution to surface care with category offering multifunctionality

Despite slower growth rates for dishwashing in 2020, some consumers, driven by decreasing disposable incomes due to rising unemployment, looked to hand dishwashing to offer multifunctionality. They therefore turned to these products to clean a range of surfaces including in the kitchen or floors rather than purchasing specific surface care products such as multi-purpose cleaners or floor cleaners which carry a higher average unit price in comparison.

Highly consolidated competitive landscape dominated by Procter & Gamble but smaller brands continue to appeal to price-sensitive consumers

Dishwashing in the Philippines remained a highly consolidated competitive landscape in 2020, dominated by Procter & Gamble Philippines through its brand Joy. Colgate-Palmolive Philippines Inc (Axion) and Unilever (Surf) were the only other players to hold double-digit value share, but followed the leader at a significant distance.

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