Dishwashing in the Philippines

PROSPECTS

Possession rate for automatic dishwashers is low and set to remain so, as affluent consumers tend to rely on domestic help rather than time-saving appliances

While there is a positive economic performance in the Philippines, the possession rate of automatic dishwashers is very low in the Philippines. Very few private homes in the Philippines have an automatic dishwasher, including among affluent urban dwellers – not only due to the prohibitive cost of purchasing of dishwashers, but also to the limited availability of the appliances and lack of culture of their usage.

Liquid detergents offer busy consumers a more convenient solution

There is a shift to smaller households in the Philippines as urbanisation rises and consumers increasingly find themselves engaged in busy lifestyles. This contributes to consumers seeking convenient ways to clean dishes, which liquid detergent can more easily provide than paste dishwashing products can.

Marketing strategy in support of liquid formats focus on their better efficacy

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

COMPETITIVE LANDSCAPE

Procter & Gamble maintains dominance with Joy brand, using a particularly effective multichannel marketing approach

Procter & Gamble Philippines maintained its dominance in the dishwashing category in 2019 on the strength of its Joy brand, the value share of which is considerably ahead of Axion (Colgate-Palmolive) and Surf (Unilever). The three multinational brands are all widely promoted through social media platforms such as Facebook and YouTube, a very important consideration in a country with one of the highest per capita social media usage rates in the world.

Other players in paste formats shift towards liquid formats, which are gaining more popularity, and focus on expanding distribution

Colgate-Palmolive Philippines’ Axion, Lamoiyan’s Dazz, and ACS Mfg’s Smart, brands that are all predominantly popular in the Philippines for their paste dishwashing variants, are witnessing a continuous shift away from paste format in the category. As a result, they are focusing more on promoting their liquid formats.

Smaller brands find more room on shelves but have difficulty gaining traction against major multinational brands

Over the review period the government relaxed 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.

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