Executive Summary

Mar 2019
PROSPECTS
Solid growth expected in sanitary protection over the forecast period

Sanitary protection is slated for solid and consistent growth over the forecast period, with population growth, urbanisation and rising affluence all set to support the category’s performance in volume terms. In addition, constant innovation and the consistent promotion of the leading brands are set to spur value growth.

More sophisticated products set to become more popular during the forecast period

One reason for the relatively low per capita spending on sanitary protection in the Philippines is that sanitary protection is often seen as a basic essential, meaning that basic products are often chosen. There remains huge potential for value growth based on more sophisticated types of sanitary protection beyond standard towels.

Night towels set to be a major focus, while tampons are likely to continue struggling

Night towels with improved features are likely to continue being aggressively promoted during the forecast period. Although intended for night use, some consumers prefer to use these larger, thicker variants during the day to ensure greater protection.

COMPETITIVE LANDSCAPE
International brand Modess the leading name in sanitary protection

Johnson & Johnson’s Modess brand maintained its strong leading position in sanitary protection in 2018, accounting for almost half of value sales. The brand continues to be supported by strong marketing, with the ongoing campaign “Bagong Galaw, Bagong Mundo” (“New Move, New World”) encouraging women to share inspiring stories of having moved for the benefit of their loved-ones.

International brands remain the most popular options

Philippine consumers still generally prefer well-known international brands such as Modess and Whisper. These brands were the first entrants in the market and have established relationships with consumers, inspiring high levels of loyalty.

Local brand Charmee competes strongly in pantyliners

Local brand Charmee by JS Unitrade continues to compete strongly in pantyliners, holding second position in 2018, although it remains some way behind the category-leading multinational brand Carefree by Johnson & Johnson. Charmee has a significant price advantage over Carefree while offering quality that is seen as perfectly adequate by many consumers.

Want to find out more about this report?
Request more information
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.

Your Recently Viewed Reports

Sanitary Protection in the Philippines

Samples: FAQs about samples

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

Discover the latest market trends and uncover sources of future market growth for the Sanitary Protection 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.

If you're in the Sanitary Protection industry in Philippines, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sanitary Protection in Philippines market research report includes:

  • Analysis of key supply-side and demand trends  
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Sanitary Protection in Philippines?
  • What are the major brands in Philippines?
  • What are the key new product launches in the sanitary protection market?

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 Tissue and Hygiene market research database.

Sanitary Protection in the Philippines - Category analysis

HEADLINES

PROSPECTS

Solid growth expected in sanitary protection over the forecast period
More sophisticated products set to become more popular during the forecast period
Night towels set to be a major focus, while tampons are likely to continue struggling

COMPETITIVE LANDSCAPE

International brand Modess the leading name in sanitary protection
International brands remain the most popular options
Local brand Charmee competes strongly in pantyliners

CATEGORY DATA

Table 1 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 2 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 3 Retail Sales of Towels by Type of Use: % Value 2013-2018
Table 4 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 5 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 6 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 7 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Tissue and Hygiene in the Philippines - Industry Overview

EXECUTIVE SUMMARY

Tissue and hygiene continues to record solid sales growth
A wider range of categories benefit from expanding usage
International brands continue to struggle as consumers remain focused on price
Modern grocery retailers continues to dominate tissue and hygiene distribution
Rising incomes and more sophisticated consumers set to underpin sales growth

MARKET INDICATORS

Table 8 Birth Rates 2013-2018
Table 9 Infant Population 2013-2018
Table 10 Female Population by Age 2013-2018
Table 11 Total Population by Age 2013-2018
Table 12 Households 2013-2018
Table 13 Forecast Infant Population 2018-2023
Table 14 Forecast Female Population by Age 2018-2023
Table 15 Forecast Total Population by Age 2018-2023
Table 16 Forecast Households 2018-2023

MARKET DATA

Table 17 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 18 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 20 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 21 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 23 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 25 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources