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Home Care in
Philippines

Country Report

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Executive Summary

Feb 2019
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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Home Care in the Philippines

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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.

Home Care in the Philippines

EXECUTIVE SUMMARY

Home care in the Philippines continues to present major opportunities
More sophisticated tastes slowly emerge despite focus remaining on basic products
Multinational companies remain dominant while local players make a strong showing
Innovation remains at a minimum as most consumers focus on basic functions
Home care slated for strong sales growth, with the consumer base set to expand

MARKET INDICATORS

Table 1 Households 2013-2018

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2013-2018
Table 3 Sales of Home Care by Category: % Value Growth 2013-2018
Table 4 NBO Company Shares of Home Care: % Value 2014-2018
Table 5 LBN Brand Shares of Home Care: % Value 2015-2018
Table 6 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 7 Distribution of Home Care by Format: % Value 2013-2018
Table 8 Distribution of Home Care by Format and Category: % Value 2018
Table 9 Forecast Sales of Home Care by Category: Value 2018-2023
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources

Air Care in the Philippines

HEADLINES

PROSPECTS

Spray/aerosol air fresheners set for dynamic growth
Car air fresheners slated for a strong performance
Rising and spreading affluence set to support further growth in air care

COMPETITIVE LANDSCAPE

SC Johnson maintains its dominance in air care
Philusa Corp holds second position due to the popularity of its Albatross Deodorizer
New scents remains a major battleground for the leading air care brands

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2013-2018
Table 12 Sales of Air Care by Category: % Value Growth 2013-2018
Table 13 Sales of Air Care by Fragrance: Value Ranking 2013-2018
Table 14 NBO Company Shares of Air Care: % Value 2014-2018
Table 15 LBN Brand Shares of Air Care: % Value 2015-2018
Table 16 Forecast Sales of Air Care by Category: Value 2018-2023
Table 17 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Bleach in the Philippines

HEADLINES

PROSPECTS

The ubiquity of bleach set to continue supporting sales
Shift towards multi-functional products set to compromise sales of bleach

COMPETITIVE LANDSCAPE

Zonrox by Green Cross remains the dominant brand in bleach
Domestic players to remain dominant

CATEGORY DATA

Table 18 Sales of Bleach: Value 2013-2018
Table 19 Sales of Bleach: % Value Growth 2013-2018
Table 20 NBO Company Shares of Bleach: % Value 2014-2018
Table 21 LBN Brand Shares of Bleach: % Value 2015-2018
Table 22 Forecast Sales of Bleach: Value 2018-2023
Table 23 Forecast Sales of Bleach: % Value Growth 2018-2023

Dishwashing in the Philippines

HEADLINES

PROSPECTS

Automatic dishwashers remain almost unheard-of in private homes, limiting sales to hand dishwashing
Liquid and paste formats vie for sales in hand dishwashing
Marketing campaigns likely to become increasingly important for growing sales

COMPETITIVE LANDSCAPE

Multinational companies continue to dominate, led by Procter & Gamble
Changes to regulations continue to benefit smaller dishwashing brands
Value-added products likely to appeal to a wider audience

CATEGORY INDICATORS

Table 24 Household Possession of Dishwashers 2013-2018

CATEGORY DATA

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

Home Insecticides in the Philippines

HEADLINES

PROSPECTS

Strong growth based on rising incomes and the essential status of home insecticides
Education campaigns expected to support sales of home insecticides
The presence of dangeous substandard products sharpens consumer preferences

COMPETITIVE LANDSCAPE

SC Johnson & Son’s Baygon remains heavily dominant in home insecticides
Local players hold their own in a highly competitive category
Companies target different consumer segments with different products

CATEGORY DATA

Table 31 Sales of Home Insecticides by Category: Value 2013-2018
Table 32 Sales of Home Insecticides by Category: % Value Growth 2013-2018
Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018
Table 34 NBO Company Shares of Home Insecticides: % Value 2014-2018
Table 35 LBN Brand Shares of Home Insecticides: % Value 2015-2018
Table 36 Forecast Sales of Home Insecticides by Category: Value 2018-2023
Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Laundry Care in the Philippines

HEADLINES

PROSPECTS

Automatic detergents continues to challenge bar detergents for dominance in laundry care
Demand slowly shifts towards more sophisticated laundry care products
Supermarkets and traditional grocery retailers to continue dominating laundry care

COMPETITIVE LANDSCAPE

Multinational companies and international brands remain in control of the category
Domestic companies hold their own by targeting less affluent consumers
Shift towards automatic detergents set to dictate competitive landscape trends

CATEGORY INDICATORS

Table 38 Household Possession of Washing Machines 2013-2018

CATEGORY DATA

Table 39 Sales of Laundry Care by Category: Value 2013-2018
Table 40 Sales of Laundry Care by Category: % Value Growth 2013-2018
Table 41 Sales of Laundry Aids by Category: Value 2013-2018
Table 42 Sales of Laundry Aids by Category: % Value Growth 2013-2018
Table 43 Sales of Laundry Detergents by Category: Value 2013-2018
Table 44 Sales of Laundry Detergents by Category: % Value Growth 2013-2018
Table 45 NBO Company Shares of Laundry Care: % Value 2014-2018
Table 46 LBN Brand Shares of Laundry Care: % Value 2015-2018
Table 47 NBO Company Shares of Laundry Aids: % Value 2014-2018
Table 48 LBN Brand Shares of Laundry Aids: % Value 2015-2018
Table 49 NBO Company Shares of Laundry Detergents: % Value 2014-2018
Table 50 LBN Brand Shares of Laundry Detergents: % Value 2015-2018
Table 51 Forecast Sales of Laundry Care by Category: Value 2018-2023
Table 52 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Polishes in the Philippines

HEADLINES

PROSPECTS

Floor polish to remain the dominant polishes category
Shoe polish set to continue growing in importance

COMPETITIVE LANDSCAPE

SC Johnson & Son remains in the box seat across polishes

CATEGORY DATA

Table 53 Sales of Polishes by Category: Value 2013-2018
Table 54 Sales of Polishes by Category: % Value Growth 2013-2018
Table 55 NBO Company Shares of Polishes: % Value 2014-2018
Table 56 LBN Brand Shares of Polishes: % Value 2015-2018
Table 57 Forecast Sales of Polishes by Category: Value 2018-2023
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Surface Care in the Philippines

HEADLINES

PROSPECTS

Steady positive growth expected to be seen during the forecast period
Bathroom cleaners to be the big winner over the forecast period
Home care wipes expected to remain widely unavailable

COMPETITIVE LANDSCAPE

SC Johnson & Son remains the leading player in surface care
SC Johnson & Son to continue benefiting from ingredients transparency programme
Domestic players continue to present challenges to international rivals

CATEGORY DATA

Table 59 Sales of Surface Care by Category: Value 2013-2018
Table 60 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 61 NBO Company Shares of Surface Care: % Value 2014-2018
Table 62 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 63 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 64 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Toilet Care in the Philippines

HEADLINES

PROSPECTS

Toilet liquids/foam to remain the largest category with the most dynamic growth
Rising income levels to support growth in rim blocks and in-cistern devices
Demographic factors to influence forecast period growth trends

COMPETITIVE LANDSCAPE

SC Johnson & Son continues to lead toilet care
Multinational players continue to control the largest category of toilet liquids/foam
Limited marketing continues to suppress sales growth potential

CATEGORY DATA

Table 65 Sales of Toilet Care by Category: Value 2013-2018
Table 66 Sales of Toilet Care by Category: % Value Growth 2013-2018
Table 67 NBO Company Shares of Toilet Care: % Value 2014-2018
Table 68 LBN Brand Shares of Toilet Care: % Value 2015-2018
Table 69 Forecast Sales of Toilet Care by Category: Value 2018-2023
Table 70 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023