Executive Summary

Apr 2019
PROSPECTS
Local manufacturers enjoy established brand presence

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.

New innovation and designs excite emerging sophisticated market

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.

Wide variety of market preference will sustain growth

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.

COMPETITIVE LANDSCAPE
Tupperware maintains lead

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 Houseware’s grand relaunch

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.

Unbranded products proliferate in e-commerce

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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Homewares in the Philippines

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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.

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.

The Homewares in Philippines market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

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 market research database.

Homewares in the Philippines - Category analysis

HEADLINES

PROSPECTS

Local manufacturers enjoy established brand presence
New innovation and designs excite emerging sophisticated market
Wide variety of market preference will sustain growth

COMPETITIVE LANDSCAPE

Tupperware maintains lead
Omega Houseware’s grand relaunch
Unbranded products proliferate in e-commerce

CATEGORY DATA

Table 1 Sales of Homewares by Category: Value 2013-2018
Table 2 Sales of Homewares by Category: % Value Growth 2013-2018
Table 3 Sales of Homewares by Material: % Value 2013-2018
Table 4 NBO Company Shares of Homewares: % Value 2014-2018
Table 5 LBN Brand Shares of Homewares: % Value 2015-2018
Table 6 Distribution of Homewares by Format: % Value 2013-2018
Table 7 Forecast Sales of Homewares by Category: Value 2018-2023
Table 8 Forecast Sales of Homewares by Category: % Value Growth 2018-2023

Home and Garden in the Philippines - Industry Overview

EXECUTIVE SUMMARY

Market conditions remain favourable for home and garden
Industry anticipates entry of a major player
High levels of fragmentation with increased competition
Store-based retailers dominate home and garden sales
New market segments to sustain growth

MARKET DATA

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

SOURCES

Summary 1 Research Sources