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Country Report

Home Care in

Home Care in the Philippines

45 pages, Jul 2018

US$2,650

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Multinational players continue to dominate home care in the Philippines

Multinational conglomerates such as Procter & Gamble and Unilever continue to capture large share in nearly every category within home care. These companies can harness the multitudes of social media channels to implement extensive marketing campaigns, allowing them to expand their reach to a higher number of consumers.

Healthy volume and value growth levels expected over the forecast period

Home care in the Philippines is predicted to reflect promising growth prospects in the coming years due to the increasing urbanisation of the population, rising income levels and expanding middle class. These demographic shifts give rise to higher consumption patterns and hence stronger levels of purchasing power for home care products.

Home care imbued with multifunctional properties attract consumers

Consumer habits in the Philippines are characterised by frugal spending; consumers are increasingly demanding home care infused with a wide variety of properties, yet they do not believe in squandering unnecessarily on such products. Specific attributes such as unconventional fragrances, fabric-softening properties and anti-bacterial features are becoming increasingly prominent in laundry care and surface care.

Marketing tactics and promotional deals continue to be most effective way to sustain share

Advertisements, celebrity endorsements, and promotional deals on various social media channels are some of the many methods used by companies to attract new consumers to gain share. Since marketing requires substantial amounts of investment, multinational corporations are often the only ones capable of executing a wide variety of advertising strategies that continuously emphasise the benefits of using their products.

Unmet potential within the Philippines

Given that the Philippines is a developing country, there are categories within home care that had not matured by the end of the review period, such as automatic detergent tablets, automatic dishwashing tablets, electric home insecticides and electric air fresheners. The combination of rising income levels and the various measures undertaken by the government, which is intent on boosting the country’s GDP and consumption patterns, will cause trickle-down effects such as an upsurge in demand for products that in 2017, either had marginal or near-negligible sizes.

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Home Care Sample Report Home Care Sample Data

Overview

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.

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Overview

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

When you purchase this report, you also get the data and the content from these category reports in Philippines for free:

The Home Care 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 Home Care in Philippines?
What are the major brands in Philippines?
What is the importance of the trend towards environmentally friendly products in home care?
What are the main growth drivers of the home care market in Philippines?

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.

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Home Care in the Philippines

EXECUTIVE SUMMARY

Multinational players continue to dominate home care in the Philippines

Healthy volume and value growth levels expected over the forecast period

Home care imbued with multifunctional properties attract consumers

Marketing tactics and promotional deals continue to be most effective way to sustain share

Unmet potential within the Philippines

MARKET INDICATORS

Table 1 Households 2012-2017

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2012-2017
Table 3 Sales of Home Care by Category: % Value Growth 2012-2017
Table 4 NBO Company Shares of Home Care: % Value 2013-2017
Table 5 LBN Brand Shares of Home Care: % Value 2014-2017
Table 6 Penetration of Private Label in Home Care by Category: % Value 2012-2017
Table 7 Distribution of Home Care by Format: % Value 2012-2017
Table 8 Distribution of Home Care by Format and Category: % Value 2017
Table 9 Forecast Sales of Home Care by Category: Value 2017-2022
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2017-2022

DEFINITIONS

SOURCES

Summary 1 Research Sources

Air Care in the Philippines

HEADLINES

PROSPECTS

Car air fresheners registers highest value growth

Changing lifestyle trends and consumer habits means promising growth for air care

COMPETITIVE LANDSCAPE

SC Johnson & Son continues to dominate air care

Philusa Corp is the only strongly performing domestic company

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2012-2017
Table 12 Sales of Air Care by Category: % Value Growth 2012-2017
Table 13 Sales of Electric Air Fresheners by Battery Operated vs Plug-in: % Value 2012-2017
Table 14 Sales of Air Care by Fragrance: Value Ranking 2012-2017
Table 15 NBO Company Shares of Air Care: % Value 2013-2017
Table 16 LBN Brand Shares of Air Care: % Value 2014-2017
Table 17 Forecast Sales of Air Care by Category: Value 2017-2022
Table 18 Forecast Sales of Air Care by Category: % Value Growth 2017-2022

Bleach in the Philippines

HEADLINES

PROSPECTS

Multifunctional aspect of bleach translates into steady growth prospects

Substitution effect could occur as younger generation opts for specialised cleaners

COMPETITIVE LANDSCAPE

Bleach is dominated by Green Cross, a domestic player

CATEGORY DATA

Table 19 Sales of Bleach: Value 2012-2017
Table 20 Sales of Bleach: % Value Growth 2012-2017
Table 21 NBO Company Shares of Bleach: % Value 2013-2017
Table 22 LBN Brand Shares of Bleach: % Value 2014-2017
Table 23 Forecast Sales of Bleach: Value 2017-2022
Table 24 Forecast Sales of Bleach: % Value Growth 2017-2022

Dishwashing in the Philippines

HEADLINES

PROSPECTS

Liquid format performs better than paste in hand dishwashing

Not least due to enjoying stronger marketing

Strong growth rates projected for hand dishwashing due to low penetration rates of dishwashers

COMPETITIVE LANDSCAPE

Procter & Gamble Philippines Inc leads hand dishwashing

Premiumisation arrives in hand dishwashing

Relaxed regulations allow new brands to compete in the category

CATEGORY INDICATORS

Table 25 Household Possession of Dishwashers 2012-2017

CATEGORY DATA

Table 26 Sales of Dishwashing by Category: Value 2012-2017
Table 27 Sales of Dishwashing by Category: % Value Growth 2012-2017
Table 28 NBO Company Shares of Dishwashing: % Value 2013-2017
Table 29 LBN Brand Shares of Dishwashing: % Value 2014-2017
Table 30 Forecast Sales of Dishwashing by Category: Value 2017-2022
Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2017-2022

Home Insecticides in the Philippines

HEADLINES

PROSPECTS

The danger of dengue and Zika drives category growth

Precautionary measures must be instilled in consumers

Unregistered and potentially toxic insecticide brands compel consumers to purchase reliable brands

COMPETITIVE LANDSCAPE

SC Johnson & Son dominates electric, bait and aerosol formats

Rural areas targeted with different formats

CATEGORY DATA

Table 32 Sales of Home Insecticides by Category: Value 2012-2017
Table 33 Sales of Home Insecticides by Category: % Value Growth 2012-2017
Table 34 Sales of Spray/Aerosol Insecticides by Type: % Value 2012-2017
Table 35 NBO Company Shares of Home Insecticides: % Value 2013-2017
Table 36 LBN Brand Shares of Home Insecticides: % Value 2014-2017
Table 37 Forecast Sales of Home Insecticides by Category: Value 2017-2022
Table 38 Forecast Sales of Home Insecticides by Category: % Value Growth 2017-2022

Laundry Care in the Philippines

HEADLINES

PROSPECTS

Increasing affluence drives demand for specific types of laundry care

Players cautiously optimistic about internet retailing prospects

Laundry products become increasingly multifunctional

COMPETITIVE LANDSCAPE

Multinational players continue to dominate laundry care

Domestic players try to capture greater share through promotions

Rising penetration rates of washing machines will aid automatic detergents growth

CATEGORY INDICATORS

Table 39 Household Possession of Washing Machines 2012-2017

CATEGORY DATA

Table 40 Sales of Laundry Care by Category: Value 2012-2017
Table 41 Sales of Laundry Care by Category: % Value Growth 2012-2017
Table 42 Sales of Laundry Aids by Category: Value 2012-2017
Table 43 Sales of Laundry Aids by Category: % Value Growth 2012-2017
Table 44 Sales of Laundry Detergents by Category: Value 2012-2017
Table 45 Sales of Laundry Detergents by Category: % Value Growth 2012-2017
Table 46 NBO Company Shares of Laundry Care: % Value 2013-2017
Table 47 LBN Brand Shares of Laundry Care: % Value 2014-2017
Table 48 NBO Company Shares of Laundry Aids: % Value 2013-2017
Table 49 LBN Brand Shares of Laundry Aids: % Value 2014-2017
Table 50 NBO Company Shares of Laundry Detergents: % Value 2013-2017
Table 51 LBN Brand Shares of Laundry Detergents: % Value 2014-2017
Table 52 Forecast Sales of Laundry Care by Category: Value 2017-2022
Table 53 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022

Polishes in the Philippines

HEADLINES

PROSPECTS

Floor polish registers largest value sales in category

Marketing and promotion – tools to sustain floor polish growth

Favourable growth rates for shoe polish

COMPETITIVE LANDSCAPE

SC Johnson & Son dominates polishes

CATEGORY DATA

Table 54 Sales of Polishes by Category: Value 2012-2017
Table 55 Sales of Polishes by Category: % Value Growth 2012-2017
Table 56 NBO Company Shares of Polishes: % Value 2013-2017
Table 57 LBN Brand Shares of Polishes: % Value 2014-2017
Table 58 Forecast Sales of Polishes by Category: Value 2017-2022
Table 59 Forecast Sales of Polishes by Category: % Value Growth 2017-2022

Surface Care in the Philippines

HEADLINES

PROSPECTS

Stiff competition amongst players in multi-purpose cleaners

Optimistic performance predicted for bathroom cleaners

Modest growth expected for surface care

COMPETITIVE LANDSCAPE

SC Johnson & Son’s Ingredient Transparency Program may boost sales amongst environmentally conscious

Domestic players dominate specific surface care products

Monheim Distributors slowly expands range of Dutch Cleanser

CATEGORY DATA

Table 60 Sales of Surface Care by Category: Value 2012-2017
Table 61 Sales of Surface Care by Category: % Value Growth 2012-2017
Table 62 NBO Company Shares of Surface Care: % Value 2013-2017
Table 63 LBN Brand Shares of Surface Care: % Value 2014-2017
Table 64 Forecast Sales of Surface Care by Category: Value 2017-2022
Table 65 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022

Toilet Care in the Philippines

HEADLINES

PROSPECTS

Toilet liquids/foam is strongest performer

Rim blocks and in-cistern devices have further growth prospects

Low-income areas potential threat to growth of toilet care

COMPETITIVE LANDSCAPE

SC Johnson & Son leads toilet care

Fragmented nature of toilet liquids/foam

Limited marketing campaigns hamper consumer awareness of toilet care

CATEGORY DATA

Table 66 Sales of Toilet Care by Category: Value 2012-2017
Table 67 Sales of Toilet Care by Category: % Value Growth 2012-2017
Table 68 NBO Company Shares of Toilet Care: % Value 2013-2017
Table 69 LBN Brand Shares of Toilet Care: % Value 2014-2017
Table 70 Forecast Sales of Toilet Care by Category: Value 2017-2022
Table 71 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022

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Megatrends

Country Report

Home Care in the Philippines

New Report Guarantee

Executive Summary

New Report Guarantee

Multinational players continue to dominate home care in the Philippines

Healthy volume and value growth levels expected over the forecast period

Home care imbued with multifunctional properties attract consumers

Marketing tactics and promotional deals continue to be most effective way to sustain share

Unmet potential within the Philippines

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Home Care in the Philippines

EXECUTIVE SUMMARY

Multinational players continue to dominate home care in the Philippines

Healthy volume and value growth levels expected over the forecast period

Home care imbued with multifunctional properties attract consumers

Marketing tactics and promotional deals continue to be most effective way to sustain share

Unmet potential within the Philippines

MARKET INDICATORS

MARKET DATA

DEFINITIONS

SOURCES

Air Care in the Philippines

HEADLINES

PROSPECTS

Car air fresheners registers highest value growth

Changing lifestyle trends and consumer habits means promising growth for air care

COMPETITIVE LANDSCAPE

SC Johnson & Son continues to dominate air care

Philusa Corp is the only strongly performing domestic company

CATEGORY DATA

Bleach in the Philippines

HEADLINES

PROSPECTS

Multifunctional aspect of bleach translates into steady growth prospects

Substitution effect could occur as younger generation opts for specialised cleaners

COMPETITIVE LANDSCAPE

Bleach is dominated by Green Cross, a domestic player

CATEGORY DATA

Dishwashing in the Philippines

HEADLINES

PROSPECTS

Liquid format performs better than paste in hand dishwashing

Not least due to enjoying stronger marketing

Strong growth rates projected for hand dishwashing due to low penetration rates of dishwashers

COMPETITIVE LANDSCAPE

Procter & Gamble Philippines Inc leads hand dishwashing

Premiumisation arrives in hand dishwashing

Relaxed regulations allow new brands to compete in the category

CATEGORY INDICATORS

CATEGORY DATA

Home Insecticides in the Philippines

HEADLINES

PROSPECTS

The danger of dengue and Zika drives category growth

Precautionary measures must be instilled in consumers

Unregistered and potentially toxic insecticide brands compel consumers to purchase reliable brands

COMPETITIVE LANDSCAPE

SC Johnson & Son dominates electric, bait and aerosol formats

Rural areas targeted with different formats

CATEGORY DATA

Laundry Care in the Philippines

HEADLINES

PROSPECTS

Increasing affluence drives demand for specific types of laundry care

Players cautiously optimistic about internet retailing prospects

Laundry products become increasingly multifunctional

COMPETITIVE LANDSCAPE

Multinational players continue to dominate laundry care

Domestic players try to capture greater share through promotions

Rising penetration rates of washing machines will aid automatic detergents growth

CATEGORY INDICATORS

CATEGORY DATA

Polishes in the Philippines