Executive Summary

Feb 2019
PROSPECTS
Strong growth based on rising incomes and the essential status of home insecticides

The forecast period is set to see further strong growth in sales of home insecticides and this is based on rising income levels and the fact that home insecticides are seen as absolutely essential among virtually all households in the country. In particular, the threat of dengue is a major concern and this has led to various campaigns being undertaken by the Philippines Department of Health through channels such as educational institutions to warn the general public of the importance of taking precautions against mosquito infestations.

Education campaigns expected to support sales of home insecticides

With the threat of infectious diseases boosting demand for home insecticides, ongoing education campaigns highlighting the importance of taking precautionary measures against insect pests to reduce the chances of contracting dengue, among other insect-borne illnesses, are set to ensure a consistently strong performance for home insecticides throughout the forecast period over the longer term. As increasing numbers of Philippine consumers become increasingly educated on the importance of taking preventative measures against mosquito-borne diseases and given the fact that the local population is relatively young in comparison with more developed nations, home insecticides can be expected to continue generating healthy growth for foreseeable future.

The presence of dangeous substandard products sharpens consumer preferences

Throughout 2017, raids conducted by the Food and Drug Administration (FDA), Regional Special Operations Group (RSOG) and various regional police forces resulted in the seizure of substandard insecticide coils manufactured by China-based manufacturer BaoMa. These products contained ingredients that had not been approved by the FDA and could therefore be potentially harmful consumers.

COMPETITIVE LANDSCAPE
SC Johnson & Son’s Baygon remains heavily dominant in home insecticides

SC Johnson & Son continues to dominate sales of home insecticides with its best-selling brand Baygon. Baygon is particularly strong in spray/aerosol insecticides, where several variants of the brand are available, most of which target specific insects such as mosquitoes or cockroaches.

Local players hold their own in a highly competitive category

Outside the dominance of SC Johnson & Son, local players remained among the most important players in home insecticides in 2018, with Greencoil Industries securing second position through its insecticide coils brand Lion Tiger. In addition, third position was held by Philusa Corp due to the popularity of its moth balls brands Apollo and Albatross.

Companies target different consumer segments with different products

Insecticide coils tend to be far more popular in rural areas of the Philippines and among low-income communities and this is due to the affordability and value for money that these products represent. For these reasons, the leader in this category, local player Greencoil Industries, focuses mainly on catering to the needs of these consumer groups.

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Home Insecticides in the Philippines

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Overview

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

The Home Insecticides 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 Insecticides in Philippines?
  • What are the major brands in Philippines?
  • Which type of insects (eg. ants, mosquitoes, flies, cockroaches etc) are most prevalent in Philippines?
  • What are the key new product launches in the insecticides market?

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 Insecticides in the Philippines - Category analysis

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 1 Sales of Home Insecticides by Category: Value 2013-2018
Table 2 Sales of Home Insecticides by Category: % Value Growth 2013-2018
Table 3 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018
Table 4 NBO Company Shares of Home Insecticides: % Value 2014-2018
Table 5 LBN Brand Shares of Home Insecticides: % Value 2015-2018
Table 6 Forecast Sales of Home Insecticides by Category: Value 2018-2023
Table 7 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Home Care in the Philippines - Industry Overview

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 8 Households 2013-2018

MARKET DATA

Table 9 Sales of Home Care by Category: Value 2013-2018
Table 10 Sales of Home Care by Category: % Value Growth 2013-2018
Table 11 NBO Company Shares of Home Care: % Value 2014-2018
Table 12 LBN Brand Shares of Home Care: % Value 2015-2018
Table 13 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 14 Distribution of Home Care by Format: % Value 2013-2018
Table 15 Distribution of Home Care by Format and Category: % Value 2018
Table 16 Forecast Sales of Home Care by Category: Value 2018-2023
Table 17 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources