Executive Summary

Apr 2019
Market conditions remain favourable for home and garden

The Philippines faced several policy changes impacting the economy in general in 2018, but despite all this, Filipino spending on household goods continued to grow. The residential property sector is still on a rise, making new home buyers still the primary growth drivers of the home and garden industry, and this is not only concentrated in key cities such as Metro Manila but has started expanding to provinces as well.

Industry anticipates entry of a major player

IKEA is building its largest store in the Philippines and it is set to open in 2020. The industry and most especially the consumers are highly anticipating this entry.

High levels of fragmentation with increased competition

Home and garden in the Philippines comprises a large number of product distributors and dealers offering unbranded products at cheaper prices. This is evident in many categories including hand tools, horticulture, pots and planters, homeware, lighting fixtures and barbecues.

Store-based retailers dominate home and garden sales

In the Philippines, home improvement and gardening stores are the dominant distribution channel, generating the largest value sales in home and garden. This is attributed to their higher unit prices along with increased residential construction and new homeowners.

New market segments to sustain growth

The home and garden industry in the Philippines presents more growth potential in the forecast period as new market segments emerge. The younger group of millennials continues to grow and collectively they have become amongst the biggest spenders.

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Home and Garden in the Philippines

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Overview

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

The Home and Garden in Philippines market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic 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 Home and Garden in Philippines?
  • What are the major brands in Philippines?
  • Is DIY suffering or benefiting from consumer austerity?
  • How are emerging channels like internet retailing performing against leading ones like DIY and hardware stores?
  • Where is Do-it-for-me constraining sales of Do-It-Yourself?
  • In which countries are Home and Garden Specialists opening more outlets?

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 DIY and Gardening market research database.

Home and Garden in the Philippines

EXECUTIVE SUMMARY

Market conditions remain favourable for home and garden
Industry anticipates entry of a major player
High levels of fragmentation with increased competition
Store-based retailers dominate home and garden sales
New market segments to sustain growth

MARKET DATA

Table 1 Sales of Home and Garden by Category: Value 2013-2018
Table 2 Sales of Home and Garden by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Home and Garden: % Value 2014-2018
Table 4 LBN Brand Shares of Home and Garden: % Value 2015-2018
Table 5 Penetration of Private Label in Home and Garden by Category: % Value 2013-2018
Table 6 Distribution of Home and Garden by Format: % Value 2013-2018
Table 7 Distribution of Home and Garden by Format and Category: % Value 2018
Table 8 Forecast Sales of Home and Garden by Category: Value 2018-2023
Table 9 Forecast Sales of Home and Garden by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Gardening in the Philippines

HEADLINES

PROSPECTS

Urban gardening drives new trends
Horticulture dominates
Home improvement and gardening specialist retailers offer one-stop solutions

COMPETITIVE LANDSCAPE

Government continues pushing for more initiatives and measures
Nutrition Board, Agriculture Dept work with players to increase health awareness, boost small-scale farmers, rural communities
Leading gardening players compete with diversified niche

CATEGORY DATA

Table 10 Sales of Gardening by Category: Value 2013-2018
Table 11 Sales of Gardening by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Gardening: % Value 2014-2018
Table 13 LBN Brand Shares of Gardening: % Value 2015-2018
Table 14 Distribution of Gardening by Format: % Value 2013-2018
Table 15 Forecast Sales of Gardening by Category: Value 2018-2023
Table 16 Forecast Sales of Gardening by Category: % Value Growth 2018-2023

Home Furnishings in the Philippines

HEADLINES

PROSPECTS

Home furnishings continues to enjoy favourable market conditions
Marketing strategies also evolve to adapt to consumer behaviour
Younger group a key growth segment

COMPETITIVE LANDSCAPE

Furniture stores step up
LED lights still has plenty of room for growth
Internet retailing not yet very significant

CATEGORY DATA

Table 17 Sales of Home Furnishings by Category: Value 2013-2018
Table 18 Sales of Home Furnishings by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of Home Furnishings: % Value 2014-2018
Table 20 LBN Brand Shares of Home Furnishings: % Value 2015-2018
Table 21 LBN Brand Shares of Light Sources: % Value 2015-2018
Table 22 Distribution of Home Furnishings by Format: % Value 2013-2018
Table 23 Forecast Sales of Home Furnishings by Category: Value 2018-2023
Table 24 Forecast Sales of Home Furnishings by Category: % Value Growth 2018-2023

Home Improvement in the Philippines

HEADLINES

PROSPECTS

Rising number of households drive floor covering demand
Filipinos increasingly opt for DIY in house renovations
Home improvement and gardening stores is the dominant retail channel

COMPETITIVE LANDSCAPE

Pacific Paint Philippines leads with innovations
Online presence expected to intensify competition

CATEGORY DATA

Table 25 Sales of Home Improvement by Category: Value 2013-2018
Table 26 Sales of Home Improvement by Category: % Value Growth 2013-2018
Table 27 NBO Company Shares of Home Improvement: % Value 2014-2018
Table 28 LBN Brand Shares of Home Improvement: % Value 2015-2018
Table 29 Distribution of Home Improvement by Format: % Value 2013-2018
Table 30 Forecast Sales of Home Improvement by Category: Value 2018-2023
Table 31 Forecast Sales of Home Improvement by Category: % Value Growth 2018-2023

Homewares in the Philippines

HEADLINES

PROSPECTS

Local manufacturers enjoy established brand presence
New innovation and designs excite emerging sophisticated market
Wide variety of market preference will sustain growth

COMPETITIVE LANDSCAPE

Tupperware maintains lead
Omega Houseware’s grand relaunch
Unbranded products proliferate in e-commerce

CATEGORY DATA

Table 32 Sales of Homewares by Category: Value 2013-2018
Table 33 Sales of Homewares by Category: % Value Growth 2013-2018
Table 34 Sales of Homewares by Material: % Value 2013-2018
Table 35 NBO Company Shares of Homewares: % Value 2014-2018
Table 36 LBN Brand Shares of Homewares: % Value 2015-2018
Table 37 Distribution of Homewares by Format: % Value 2013-2018
Table 38 Forecast Sales of Homewares by Category: Value 2018-2023
Table 39 Forecast Sales of Homewares by Category: % Value Growth 2018-2023