Executive Summary

Feb 2019
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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Dishwashing in the Philippines

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Overview

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

The Dishwashing 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 Dishwashing in Philippines?
  • What are the major brands in Philippines?
  • What is the dishwasher penetration rate in Philippines?
  • What are the key new product launches in the dishwashing products market?

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.

Dishwashing in the Philippines - Category analysis

HEADLINES

PROSPECTS

Automatic dishwashers remain almost unheard-of in private homes, limiting sales to hand dishwashing
Liquid and paste formats vie for sales in hand dishwashing
Marketing campaigns likely to become increasingly important for growing sales

COMPETITIVE LANDSCAPE

Multinational companies continue to dominate, led by Procter & Gamble
Changes to regulations continue to benefit smaller dishwashing brands
Value-added products likely to appeal to a wider audience

CATEGORY INDICATORS

Table 1 Household Possession of Dishwashers 2013-2018

CATEGORY DATA

Table 2 Sales of Dishwashing by Category: Value 2013-2018
Table 3 Sales of Dishwashing by Category: % Value Growth 2013-2018
Table 4 NBO Company Shares of Dishwashing: % Value 2014-2018
Table 5 LBN Brand Shares of Dishwashing: % Value 2015-2018
Table 6 Forecast Sales of Dishwashing by Category: Value 2018-2023
Table 7 Forecast Sales of Dishwashing by Category: % 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 8 Households 2013-2018

MARKET DATA

Table 9 Sales of Home Care by Category: Value 2013-2018
Table 10 Sales of Home Care by Category: % Value Growth 2013-2018
Table 11 NBO Company Shares of Home Care: % Value 2014-2018
Table 12 LBN Brand Shares of Home Care: % Value 2015-2018
Table 13 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 14 Distribution of Home Care by Format: % Value 2013-2018
Table 15 Distribution of Home Care by Format and Category: % Value 2018
Table 16 Forecast Sales of Home Care by Category: Value 2018-2023
Table 17 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources