Mass products continued to dominate value sales of beauty and personal care in the Philippines in 2020 due to their greater affordability to the majority of the population. However, demand for a number of products was significantly reduced during the year as a result of the pandemic which placed pressure on finances due to rising unemployment.
The distribution of mass beauty and personal care was less impacted by the pandemic-induced lockdown compared to 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. On the other hand, 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 such as Unilever, Procter & Gamble, Colgate-Palmolive, Johnson & Johnson and Beiersdorf in 2020. Benefiting from wide product portfolios which comprise recognisable global brands, these players enjoy a long-standing presence and expansive distribution networks.
Mass beauty and personal care is predicted to record improving value growth rates (at constant 2020 prices) from 2021 onwards, as consumers gradually return to their daily activities outside of the home once restrictions relax, depending on the threat level of the virus. An improving economy and the ongoing vaccination programme will also instil a greater sense of confidence amongst Filipinos in terms of willingness to spend money on non-essential items which were postponed in 2020 due to the home seclusion trend.
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 that they are not pushed into the premium segment. Consumers are becoming increasingly well-informed about different beauty and personal care products, their composition, and their claims in terms of efficacy, with greater exposure to online reviews and articles aiding their purchasing decisions.
Whilst holding low overall value share within mass beauty and personal care in 2020, 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 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.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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