Home Care in the Philippines

Home care in the Philippines continues to present major opportunities

Home care enjoyed another year of buoyant growth in 2018 as retail volume and value sales continued to rise substantially across the board. With demand still some way from reaching maturity in the majority of categories, there remains ample room for further sales growth.

More sophisticated tastes slowly emerge despite focus remaining on basic products

Urbanisation and the shift towards smaller households continued to promote sales across home care in 2018 as purchasing habits became more sophisticated in all of the major home care categories. The rising household penetration of automatic washing machines is promoting sales growth in automatic detergents, particularly powder detergents, while the consumer base for task-specific surface care products is widening.

Multinational companies remain dominant while local players make a strong showing

Multinational companies remained prominent among the leading players in home care in 2018, with Procter & Gamble, Unilever and SC Johnson & Son in the top three positions. However, the most dynamic player among the top five names at industry level in 2018 was local company Peerless Products Mfg Corp, which substantially outperformed the industry during the year.

Innovation remains at a minimum as most consumers focus on basic functions

2018 saw little in the way of new product development in most home care categories as the majority of Philippine consumers are more preoccupied with the basic cleaning functions of their home care products, with added value taking a back seat for all but the most affluent people. Although environmental awareness is rising among much of the population, this has not yet translated into significant sales of home care products with an explicitly ecological positioning.

Home care slated for strong sales growth, with the consumer base set to expand

Home care in the Philippines is expected to generate strong sales growth over the forecast period, with growth rates likely to accelerate from the review period. The main reasons for this are population growth and rising incomes, with urbanisation and the expansion of the middle class set to be very favourable for sales in most home care categories.

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