Mass products continued to dominate value sales of beauty and personal care in the Philippines in 2021 due to their greater affordability to the majority of the population. Demand for a number of products was significantly reduced during the pandemic, as measures introduced to limit the spread of COVID-19 had a marked economic impact and placed pressure on consumer finances due to rising unemployment.
The distribution of mass beauty and personal care was less impacted by the COVID-19 crisis than the premium segment which tends to be purchased by affluent consumers through department stores and beauty specialist retailers, which were deemed non-essential and therefore forced to close during the height of the restrictions. Modern grocery retailers and drugstores/parapharmacies carry a wide range of mass products, and appeal to low- to mid-income consumers who traditionally prefer to visit store-based retailers for their beauty and personal care requirements.
Mass beauty and personal care continued to be led by major multinationals, including Unilever, Procter & Gamble, Colgate-Palmolive, Johnson & Johnson and Beiersdorf, in 2021. Benefiting from wide product portfolios which are comprised of recognisable global brands, these players enjoy a long-standing presence and extensive distribution networks.
There are a couple of homegrown brands, such as Sunnies, which are doing well even beyond the Philippines. More support for homegrown brands should continue to push the development of the mass beauty and personal are market in the Philippine market during the forecast period, as many local products are within the price range of a wide range of consumers.
Innovation in terms of ingredients, particularly in the dermocosmetics landscape, will be an advantage to mass brands over the forecast period as a way to add value to the category but remain affordable enough not to be pushed into the premium segment. A lot of dermocosmetics brands play in the premium segment but not everyone can afford to set aside enough money to buy them.
E-commerce strengthened its presence as an alternative distribution channel during the pandemic due to the convenience and perceived safety of home delivery in addition to many online retailers running significant price promotions and discounts to move product. However, this type of strategy was already emerging prior to the pandemic, with online-only exclusives and “buy-one-get-one-free” or up to 50% off for special events and limited time discounts frequently utilised as a way to drive sales.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Philippines with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Mass Beauty and Personal Care
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.See All of Our Definitions
This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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