Several local manufacturers have successfully captured a share of the Filipino homewares category. Omega Housewares relaunched its brand in 2018 with a strong marketing campaign, the “OMG Omega!” Launched in 1989 by Ramesh Trading Corporation, Masflex recognised an unmet need in the cookware category amongst those looking for quality products with affordable prices.
With the rising disposable income and growing middle class, the industry sees emerging demand from those looking for something new and willing to spend on it, especially from the young working group, a demographic that is already capable of spending. With this in mind, players consistently innovate and introduce new designs that will excite this market segment.
The basic and standard designs still contribute significantly to the industry’s growth. As the middle class grows and as the residential real estate property soars, demand for new homeware products is sustained.
Due to the wide variety of homeware products that Tupperware carries, complemented by a strong direct shopping model and wide retail presence, Tupperware continues to be the top homewares brand in the Philippines and it is considered as a household name already. The brand is also active on its social media pages, which effectively keep its customer base updated with its current products, even under the non-homewares line.
Omega held a grand media launch to launch the “OMG Omega!” campaign as it also celebrates its 60 years of service to Filipinos. The campaign aims to share relatable moments happening in the household where the kitchenware products are used.
E-commerce is slowly graining traction in the Philippines with the strong presence of international e-commerce websites Lazada and Shopee in the country. Filipinos in general still prefer being able to physically inspect and test products before purchase but they can be lenient with some product categories, such as homewares.
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Overview: Discover the latest market trends and uncover sources of future market growth for the Homewares industry in Philippines with research from Euromonitor's team of in-country analysts.
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The Homewares in Philippines market research report includes:
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