Home Care in the Philippines

Home Care in the Philippines

EXECUTIVE SUMMARY

Number of factors including higher employment, rising income boost value growth in all home categories within the Philippines in 2019

Despite more interest in task-specific, quality products, manufacturers also focus on offering pack size variety at different prices points for lower-income consumers

Multinational players continue to dominate the home care landscape in the Philippines

Players focus more on promoting the efficacy and health benefits of existing products, offering more pack sizes and widening distribution than on new launches

All home care categories are set to see higher current value CAGRs over the forecast period, especially driven by consumers with higher spending power

MARKET INDICATORS

Table 1 Households 2014-2019

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2014-2019
Table 3 Sales of Home Care by Category: % Value Growth 2014-2019
Table 4 NBO Company Shares of Home Care: % Value 2015-2019
Table 5 LBN Brand Shares of Home Care: % Value 2016-2019
Table 6 Penetration of Private Label in Home Care by Category: % Value 2014-2019
Table 7 Distribution of Home Care by Format: % Value 2014-2019
Table 8 Distribution of Home Care by Format and Category: % Value 2019
Table 9 Forecast Sales of Home Care by Category: Value 2019-2024
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources

Laundry Care in the Philippines

HEADLINES

PROSPECTS

Besides ongoing trend towards automatic detergents, consumers show more interest in specialised products such as colour-safe laundry bleach and fabric softeners

Convenience-seeking consumers increasingly move away from bar detergents

Players increased the variety of pack sizes to meet needs of different consumers

COMPETITIVE LANDSCAPE

Multinational giants Procter & Gamble and Unilever excite the market with constant innovation accompanied by improved above- and below-the-line strategies

Domestic companies grow by expanding their presence into areas where international players have less presence

Players increasingly advertise through social media and internet retailing

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2014-2019

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2014-2019
Table 13 Sales of Laundry Care by Category: % Value Growth 2014-2019
Table 14 Sales of Laundry Aids by Category: Value 2014-2019
Table 15 Sales of Laundry Aids by Category: % Value Growth 2014-2019
Table 16 Sales of Laundry Detergents by Category: Value 2014-2019
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2014-2019
Table 18 NBO Company Shares of Laundry Care: % Value 2015-2019
Table 19 LBN Brand Shares of Laundry Care: % Value 2016-2019
Table 20 NBO Company Shares of Laundry Aids: % Value 2015-2019
Table 21 LBN Brand Shares of Laundry Aids: % Value 2016-2019
Table 22 NBO Company Shares of Laundry Detergents: % Value 2015-2019
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2016-2019
Table 24 Forecast Sales of Laundry Care by Category: Value 2019-2024
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2019-2024

Dishwashing in the Philippines

HEADLINES

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

Liquid detergents offer busy consumers a more convenient solution

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

COMPETITIVE LANDSCAPE

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

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

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

CATEGORY INDICATORS

Table 26 Household Possession of Dishwashers 2014-2019

CATEGORY DATA

Table 27 Sales of Dishwashing by Category: Value 2014-2019
Table 28 Sales of Dishwashing by Category: % Value Growth 2014-2019
Table 29 NBO Company Shares of Dishwashing: % Value 2015-2019
Table 30 LBN Brand Shares of Dishwashing: % Value 2016-2019
Table 31 Forecast Sales of Dishwashing by Category: Value 2019-2024
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2019-2024

Surface Care in the Philippines

HEADLINES

PROSPECTS

Surface care sales increase, but growth remains constrained by less frequent use and tendency of older and low-income consumers to stick with water and bleach

Bathroom cleaners benefits from increased consumer interest in task-specific products and concerted effort to educate people about hygiene and sanitation

Home care wipes and floor cleaning systems are little used and seldom found on retail shelves, as they are expensive and represent little value for money

COMPETITIVE LANDSCAPE

SC Johnson & Son maintains its leadership on the strength of Mr Muscle

Lysol has established and reinforces its reputation as a home care disinfectant that can prevent germs that cause cold and flu

Domestic player Philusa controls the bulk of drain openers and scouring agents, relying less on active marketing than on expanding its visibility in various channels

CATEGORY DATA

Table 33 Sales of Surface Care by Category: Value 2014-2019
Table 34 Sales of Surface Care by Category: % Value Growth 2014-2019
Table 35 NBO Company Shares of Surface Care: % Value 2015-2019
Table 36 LBN Brand Shares of Surface Care: % Value 2016-2019
Table 37 Forecast Sales of Surface Care by Category: Value 2019-2024
Table 38 Forecast Sales of Surface Care by Category: % Value Growth 2019-2024

Bleach in the Philippines

HEADLINES

PROSPECTS

Bleach sales flourish despite environmental concerns and increased interest in more task-specific products

Versatility of bleach combined with low price point and wide availability account for its ongoing growth and positive growth prospects

Variety of pack sizes in main channels like sari-sari stores and supermarkets generates stable visibility for this most affordable product

COMPETITIVE LANDSCAPE

Locally manufactured Zonrox bleach brand from Green Cross maintains the dominant value share

Green Cross launches an aggressive campaign to highlight the particular efficacy of Zonrox Plus for maintaining a dengue-proof home

Wellmade joins the 2019 Brigada Eskwela event, where its Winrox Bleach is used to clean public schools for upcoming school year

CATEGORY DATA

Table 39 Sales of Bleach: Value 2014-2019
Table 40 Sales of Bleach: % Value Growth 2014-2019
Table 41 NBO Company Shares of Bleach: % Value 2015-2019
Table 42 LBN Brand Shares of Bleach: % Value 2016-2019
Table 43 Forecast Sales of Bleach: Value 2019-2024
Table 44 Forecast Sales of Bleach: % Value Growth 2019-2024

Toilet Care in the Philippines

HEADLINES

PROSPECTS

Rim blocks and largest category of toilet liquids/foam see highest growth as rising income and higher employment drive more demand for toilet care in 2019

Desire for cleaning products that are convenient to use along with higher discretionary income boosts sales of more sophisticated products like rim blocks

Lack of flushing toilets in many Filipino households could limit growth prospects

COMPETITIVE LANDSCAPE

All SC Johnson & Son toilet care brands perform well to strengthen the multinational’s leadership in the category in 2019

Private label has difficulty competing against established brands in toilet liquids/foam

Lack of marketing activities limits prospects for domestic players and continues to compromise growth prospects for immature rim blocks and in-cistern devices as well

CATEGORY DATA

Table 45 Sales of Toilet Care by Category: Value 2014-2019
Table 46 Sales of Toilet Care by Category: % Value Growth 2014-2019
Table 47 NBO Company Shares of Toilet Care: % Value 2015-2019
Table 48 LBN Brand Shares of Toilet Care: % Value 2016-2019
Table 49 Forecast Sales of Toilet Care by Category: Value 2019-2024
Table 50 Forecast Sales of Toilet Care by Category: % Value Growth 2019-2024

Polishes in the Philippines

HEADLINES

PROSPECTS

Floor polish benefits the most from rising number of residential properties

Rising employment rates, especially in the country’s outsourcing industry, generate more demand for shoe polish

Metal polish and furniture polish see the slowest growth, but set to see higher CAGRs over the forecast period, especially if distribution improves

COMPETITIVE LANDSCAPE

SC Johnson & Son maintains its dominance in polishes with its prominent umbrella brand Pledge and with Kiwi in shoe polish

SC Johnson & Son’s 2011 acquisition of Kiwi brand from Sara Lee Philippines further bolsters the strong performance of the brand

CATEGORY DATA

Table 51 Sales of Polishes by Category: Value 2014-2019
Table 52 Sales of Polishes by Category: % Value Growth 2014-2019
Table 53 NBO Company Shares of Polishes: % Value 2015-2019
Table 54 LBN Brand Shares of Polishes: % Value 2016-2019
Table 55 Forecast Sales of Polishes by Category: Value 2019-2024
Table 56 Forecast Sales of Polishes by Category: % Value Growth 2019-2024

Air Care in the Philippines

HEADLINES

PROSPECTS

Rising disposable income and expanding middle class contribute to greater premiumisation in air care

Growth in the number of car sales drives higher growth for car air fresheners

Offer and availability of more affordable gel air fresheners drives growth

COMPETITIVE LANDSCAPE

Leading air care player SC Johnson & Son relies on the strength of brand recognition for Glade brand, which is ubiquitous in the Philippines

Domestic player Philusa relies solely on distribution and its affordable unit price for the success of its high-quality odour neutralisers

Procter & Gamble’s Ambi-Pur competes with Glade in car air fresheners, gel air fresheners and spray/aerosol air fresheners by focusing on increasing its visibility

CATEGORY DATA

Table 57 Sales of Air Care by Category: Value 2014-2019
Table 58 Sales of Air Care by Category: % Value Growth 2014-2019
Table 59 NBO Company Shares of Air Care: % Value 2015-2019
Table 60 LBN Brand Shares of Air Care: % Value 2016-2019
Table 61 Forecast Sales of Air Care by Category: Value 2019-2024
Table 62 Forecast Sales of Air Care by Category: % Value Growth 2019-2024

Home Insecticides in the Philippines

HEADLINES

PROSPECTS

Threat of contracting mosquito-borne dengue drives sales of home insecticides

Incumbent players embark on their own campaigns to boost consumer awareness of how to use home insecticides to prevent diseases

Consumers inclined to stay with well-known brands after government seizes substandard imported coils and products offered by unregistered companies

COMPETITIVE LANDSCAPE

SC Johnson & Son maintains its lead in home insecticides thanks to strong brand recognition for Baygon, which is especially strong in spray/aerosol insecticides

Domestic players Greencoil Industries and Philusa perform well in insecticide coils and “other” home insecticides, respectively

Insecticide coils are strongest in rural areas and among low-income communities where their affordability and value for money is most appreciated

CATEGORY DATA

Table 63 Sales of Home Insecticides by Category: Value 2014-2019
Table 64 Sales of Home Insecticides by Category: % Value Growth 2014-2019
Table 65 Sales of Spray/Aerosol Insecticides by Type: % Value 2014-2019
Table 66 NBO Company Shares of Home Insecticides: % Value 2015-2019
Table 67 LBN Brand Shares of Home Insecticides: % Value 2016-2019
Table 68 Forecast Sales of Home Insecticides by Category: Value 2019-2024
Table 69 Forecast Sales of Home Insecticides by Category: % Value Growth 2019-2024

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