Men's Grooming in the Philippines

PROSPECTS

Men’s grooming constrained by a lack of new product development

Men’s grooming continued to see healthy growth in current value terms in 2018, but it continued to be constrained to an extent by the lack of products on offer. Although areas such as men’s skin care and men’s hair care saw new entrants over the review period, such as Palmolive Men and Dove Men + Care, there was a lack of innovation to drive stronger interest.

Increase in range of products helps stimulate demand

Men’s bath and shower and men’s skin care witnessed among the most dynamic growth rates in current value terms in 2018. In terms of men’s bath and shower there was an increase in the number of products on offer at the end of the review period including niche brands and products with particular claims such as natural ingredients or skin whitening, with this being supported by strong growth in internet retailing.

Internet retailing offers convenience, choice and anonymity

Internet retailing offers huge potential for men’s grooming products in the Philippines. Being able to conveniently shop for men’s grooming products at home, at work or on the go is likely to prove increasingly attractive to male consumers, with sites such as Lazada and Shopee bringing a wide range of brands into one place.

COMPETITIVE LANDSCAPE

Old brands and new brands help Unilever to sustain its lead

Unilever Philippines Inc retained a healthy lead in men’s grooming in 2018 with its portfolio of well-known brands and strong distribution. The company’s Master brand accounts for most sales of men’s skin care with it offering products that offer a range of benefits from skin whitening to tackling spots.

Head & Shoulder and Gillette retain popularity with strong brand image

Procter & Gamble retained second place in the rankings in 2018 with it also recording the largest increase in value share. The company’s Head & Shoulders for Men brand remained popular with dandruff being a key concern of male consumers.

Private label loses share as consumers trade up

Private label lost share in men’s grooming in 2018 with its men’s shaving products losing favour. Traditionally private label has been popular among lower-income men due to the lower prices on offer, but as incomes have improved many consumers have started to trade up.

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