Executive Summary

Jul 2019
PROSPECTS
Consumers trade up from basic hair care as the economy blossoms

As disposable income continued rise, colourants, salon professional hair care and conditioners and treatments were the most dynamic categories in 2018. While standard shampoos remains the dominant category in hair care, consumers are feeling increasingly confident about investing in additional products in order to achieve the best results.

Value-conscious consumers take one bottle into the shower

Despite premiumisation being seen in hair care in the Philippines most consumers continue to rely on standard shampoos due to the more affordable prices of these products. These value-conscious consumers also showed a growing interest in 2-in-1 products over the review period with these seen to represent good value, with a combined shampoo and conditioner, while also providing satisfactory results.

Consumers go natural as styling agents fall out of favour

The majority of consumers continued to prefer a more natural look when it came to their hair in 2018, with this leading to styling agents recording a further decline in retail volume terms. Soft and flowing hair was much more popular than very stylised hair designs.

COMPETITIVE LANDSCAPE
Global players dominate hair care with wide offer

Multinationals Unilever, Procter & Gamble and Colgate-Palmolive continued to dominate hair care in 2018 with these three players accounting for over three-quarters of all value sales. These companies benefit from strong distribution, large marketing budgets and a wide range of well-known brands including Cream Silk, Palmolive, Pantene, Dove and Head & Shoulders.

“Stop Bad Hair Day”

In 2019 Procter & Gamble teamed up with online shopping platform Shopee to promote its “Stop Bad Hair Day” campaign, which was focused on the key concerns of Filipino consumers when it comes to hair care – hair fall, dandruff and pleasant smelling hair. The campaign was designed to promote the appearance of Procter & Gamble’s Head & Shoulders, Pantene and Rejoice brands on the Shopee platform, with it offering up to 40% off its hair care products from 3-5 April.

Splash meets the needs of local women

The leading local player in hair care is Splash Corp with its Vitress, Kolours and Control brands. The company’s strength is in colourants and styling agents, although it lost share in overall hair care in 2018 due to the poor performance of the latter.

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Hair Care in the Philippines

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Overview

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

The Hair Care 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 Hair Care in Philippines?
  • What are the major brands in Philippines?
  • Which types of styling agents are most common?
  • How are shampoos versus 2-in-1 products performing?

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 Beauty and Personal Care market research database.

Hair Care in the Philippines - Category analysis

HEADLINES

PROSPECTS

Consumers trade up from basic hair care as the economy blossoms
Value-conscious consumers take one bottle into the shower
Consumers go natural as styling agents fall out of favour

COMPETITIVE LANDSCAPE

Global players dominate hair care with wide offer
“Stop Bad Hair Day”
Splash meets the needs of local women

CATEGORY DATA

Table 1 Sales of Hair Care by Category: Value 2013-2018
Table 2 Sales of Hair Care by Category: % Value Growth 2013-2018
Table 3 Sales of Hair Care by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Hair Care: % Value 2014-2018
Table 5 NBO Company Shares of Salon Professional Hair Care: % Value 2014-2018
Table 6 LBN Brand Shares of Hair Care: % Value 2015-2018
Table 7 LBN Brand Shares of Colourants: % Value 2015-2018
Table 8 LBN Brand Shares of Salon Professional Hair Care: % Value 2015-2018
Table 9 LBN Brand Shares of Styling Agents: % Value 2015-2018
Table 10 LBN Brand Shares of Premium Hair Care: % Value 2015-2018
Table 11 Forecast Sales of Hair Care by Category: Value 2018-2023
Table 12 Forecast Sales of Hair Care by Category: % Value Growth 2018-2023
Table 13 Forecast Sales of Hair Care by Premium vs Mass: % Value 2018-2023

Beauty and Personal Care in the Philippines - Industry Overview

EXECUTIVE SUMMARY

A strong and developing economy helping to drive demand for beauty and personal care
Social media helping to build interest and excitement in beauty and personal care
Local players use online sales to eat away at the dominance of the global giants
Plenty of activity in an evolving beauty and personal care market
A bright future on the horizon for beauty and personal care in the Philippines

MARKET DATA

Table 14 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 15 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 16 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 17 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 18 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 19 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 20 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 21 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 22 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 23 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources