Home Care in the Philippines

Home Care in the Philippines

EXECUTIVE SUMMARY

COVID-19 impact on home care

COVID-19 country impact

Company response

Retailing shift

What next for home care?

Chart 1 Home Care Value Sales Growth Scenarios: 2018-2025
Chart 2 Home Care Impact of Drivers on Value Sales: 2018-2025

MARKET INDICATORS

Table 1 Households 2015-2020

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2015-2020
Table 3 Sales of Home Care by Category: % Value Growth 2015-2020
Table 4 NBO Company Shares of Home Care: % Value 2016-2020
Table 5 LBN Brand Shares of Home Care: % Value 2017-2020
Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020
Table 7 Distribution of Home Care by Format: % Value 2015-2020
Table 8 Distribution of Home Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Home Care by Category: Value 2020-2025
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Laundry Care in the Philippines

KEY DATA FINDINGS

2020 IMPACT

Boost to sales during pandemic driven by automatic laundry detergents due to increasing focus on hygiene and cleaning routines

Greater focus on hygiene slows impressive pre-pandemic demand for fabric softeners

Fairly consolidated competitive landscape with major players maintaining high profiles through social media and active marketing initiatives

RECOVERY AND OPPORTUNITIES

Slight dip in 2021 before sales return to growth over the forecast period with further strong demand for liquid detergents

E-commerce likely to strengthen penetration of laundry care

Players need to offer wide range of formats and prices to capture all socioeconomic groups

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2015-2020

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2015-2020
Table 13 Sales of Laundry Care by Category: % Value Growth 2015-2020
Table 14 Sales of Laundry Aids by Category: Value 2015-2020
Table 15 Sales of Laundry Aids by Category: % Value Growth 2015-2020
Table 16 Sales of Laundry Detergents by Category: Value 2015-2020
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2015-2020
Table 18 NBO Company Shares of Laundry Care: % Value 2016-2020
Table 19 LBN Brand Shares of Laundry Care: % Value 2017-2020
Table 20 NBO Company Shares of Laundry Aids: % Value 2016-2020
Table 21 LBN Brand Shares of Laundry Aids: % Value 2017-2020
Table 22 NBO Company Shares of Laundry Detergents: % Value 2016-2020
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2017-2020
Table 24 Forecast Sales of Laundry Care by Category: Value 2020-2025
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025

Dishwashing in the Philippines

KEY DATA FINDINGS

2020 IMPACT

Home seclusion trend supports growth for dishwashing during pandemic but price sensitivity slows overall demand as consumers make products last for longer

Promotion of dishwashing products as alternative solution to surface care with category offering multifunctionality

Highly consolidated competitive landscape dominated by Procter & Gamble but smaller brands continue to appeal to price-sensitive consumers

RECOVERY AND OPPORTUNITIES

Solid growth predicted for dishwashing over the forecast period

Penetration of dishwashers and therefore automatic dishwashing likely to remain low due to lack of culture in their usage

Antibacterial qualities offer potential for further new product development for dishwashing players

CATEGORY INDICATORS

Table 26 Household Possession of Dishwashers 2015-2020

CATEGORY DATA

Table 27 Sales of Dishwashing by Category: Value 2015-2020
Table 28 Sales of Dishwashing by Category: % Value Growth 2015-2020
Table 29 NBO Company Shares of Dishwashing: % Value 2016-2020
Table 30 LBN Brand Shares of Dishwashing: % Value 2017-2020
Table 31 Forecast Sales of Dishwashing by Category: Value 2020-2025
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025

Surface Care in the Philippines

KEY DATA FINDINGS

2020 IMPACT

Greater focus on hygiene in the home during pandemic drives stronger demand for surface care in 2020

Multi-purpose cleaners remains largest value category, supported by demand for multifunctionality from more price-sensitive consumers

Consolidated competitive landscape with leading players increasing marketing efforts to emphasise benefits of their surface care brands during the pandemic

RECOVERY AND OPPORTUNITIES

Preventative health trend set to support overall demand for surface care over the forecast period

Players need to ensure product portfolios reach wider audience

Despite greater demand for convenience, home care wipes unlikely to penetrate surface care in the Philippines

CATEGORY DATA

Table 33 Sales of Surface Care by Category: Value 2015-2020
Table 34 Sales of Surface Care by Category: % Value Growth 2015-2020
Table 35 NBO Company Shares of Surface Care: % Value 2016-2020
Table 36 LBN Brand Shares of Surface Care: % Value 2017-2020
Table 37 Forecast Sales of Surface Care by Category: Value 2020-2025
Table 38 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025

Bleach in the Philippines

KEY DATA FINDINGS

2020 IMPACT

Despite slowdown in demand in 2020, bleach sees further growth due to initial stockpiling and greater hygiene awareness

Bleach benefits from versatility and affordability to price-sensitive consumers and older generations

Dominant Green Cross gains further share in 2020 supported by active marketing and stockpiling by consumers

RECOVERY AND OPPORTUNITIES

Despite slight dip in 2021, bleach is set to experience stronger performance over the forecast period

Bleach will continue to benefit from consumer loyalty and versatility

Greater potential for bleach could encourage new entrants

CATEGORY DATA

Table 39 Sales of Bleach: Value 2015-2020
Table 40 Sales of Bleach: % Value Growth 2015-2020
Table 41 NBO Company Shares of Bleach: % Value 2016-2020
Table 42 LBN Brand Shares of Bleach: % Value 2017-2020
Table 43 Forecast Sales of Bleach: Value 2020-2025
Table 44 Forecast Sales of Bleach: % Value Growth 2020-2025

Toilet Care in the Philippines

KEY DATA FINDINGS

2020 IMPACT

Awareness of need to maintain stringent hygiene in the home supports demand for toilet care in 2020, but bleach offers competition due to rising price sensitivity

Demand for more sophisticated toilet care slows due to longer time dedicated to cleaning and more cost-effective alternatives

SC Johnson & Son retains dominance of toilet care with wide product portfolio and investment in marketing support

RECOVERY AND OPPORTUNITIES

Overall stronger performance for toilet care over the forecast period due to increasing consumer knowledge and further prioritising of hygiene in the home

Stronger value growth indicative of further development in sophisticated products offering specific properties

E-commerce has potential for further growth over the forecast period

CATEGORY DATA

Table 45 Sales of Toilet Care by Category: Value 2015-2020
Table 46 Sales of Toilet Care by Category: % Value Growth 2015-2020
Table 47 NBO Company Shares of Toilet Care: % Value 2016-2020
Table 48 LBN Brand Shares of Toilet Care: % Value 2017-2020
Table 49 Forecast Sales of Toilet Care by Category: Value 2020-2025
Table 50 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025

Polishes in the Philippines

KEY DATA FINDINGS

2020 IMPACT

Prioritising of expenditure and greater focus on disinfecting the home results in weak performance for polishes in 2020

Dominant floor polish maintains some demand due to trend for hard floors in condominiums

SC Johnson & Son retains overall leadership of polishes due to dominance of its Pledge brand

RECOVERY AND OPPORTUNITIES

Shoe polish to see upturn in demand in 2021 due to likely return to schools and workplaces

Weaker performance for polishes overall as consumers remain focused on sanitising

New entrants unlikely due to weak potential of category and dominance of SC Johnson & Son

CATEGORY DATA

Table 51 Sales of Polishes by Category: Value 2015-2020
Table 52 Sales of Polishes by Category: % Value Growth 2015-2020
Table 53 NBO Company Shares of Polishes: % Value 2016-2020
Table 54 LBN Brand Shares of Polishes: % Value 2017-2020
Table 55 Forecast Sales of Polishes by Category: Value 2020-2025
Table 56 Forecast Sales of Polishes by Category: % Value Growth 2020-2025

Air Care in the Philippines

KEY DATA FINDINGS

2020 IMPACT

Prioritising of expenditure amongst increasingly price-sensitive consumers during the pandemic reduces overall demand for air care in 2020

Most significant decline for car air fresheners in 2020 due to reduced travel and weak automobile industry earlier in the year

SC Johnson & Son retains overall dominance of air care in 2020 but affordability offered by local player Philusa results in more positive performance for the latter

RECOVERY AND OPPORTUNITIES

More positive outlook for air care with stronger value growth indicating rising levels of sophistication towards end of the forecast period

Category offers further room for development in terms of air sanitising properties

Increasing health concerns and environmental issues could also encourage development of less harmful components used in air care

CATEGORY DATA

Table 57 Sales of Air Care by Category: Value 2015-2020
Table 58 Sales of Air Care by Category: % Value Growth 2015-2020
Table 59 NBO Company Shares of Air Care: % Value 2016-2020
Table 60 LBN Brand Shares of Air Care: % Value 2017-2020
Table 61 Forecast Sales of Air Care by Category: Value 2020-2025
Table 62 Forecast Sales of Air Care by Category: % Value Growth 2020-2025

Home Insecticides in the Philippines

KEY DATA FINDINGS

2020 IMPACT

Emergence of dengue season during pandemic prompts health authorities to remind consumers of need to take precautions on both fronts

Spray/aerosol insecticides remains most popular format due to trust in efficacy and its convenient usage around the home

SC Johnson & Son retains dominance of home insecticides in 2020 due to consumer trust in the efficacy of its brand Baygon

RECOVERY AND OPPORTUNITIES

Stronger growth momentum for home insecticides from 2021 onwards, supported by education and recurring dengue season

Green products could penetrate home insecticides more strongly over forecast period

Players need to ensure home insecticides remain affordable to the most vulnerable consumer groups

CATEGORY DATA

Table 63 Sales of Home Insecticides by Category: Value 2015-2020
Table 64 Sales of Home Insecticides by Category: % Value Growth 2015-2020
Table 65 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020
Table 66 NBO Company Shares of Home Insecticides: % Value 2016-2020
Table 67 LBN Brand Shares of Home Insecticides: % Value 2017-2020
Table 68 Forecast Sales of Home Insecticides by Category: Value 2020-2025
Table 69 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025

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