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Tissue and Hygiene in
Philippines

Country Report

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Executive Summary

Mar 2019
Tissue and hygiene continues to record solid sales growth

Value growth rates continued to accelerate in tissue and hygiene in 2018 as a result of ongoing economic improvements, which led to increased consumer purchasing power in general. The importance of convenience as a demand factor also continued to build as the consumer base for many categories expanded.

A wider range of categories benefit from expanding usage

The impact of rising purchasing power among the Philippine population on spending habits tends to vary across fmcg and from category to category. In tissue and hygiene for instance, it has supported growth in volume sales more than growth in value sales.

International brands continue to struggle as consumers remain focused on price

Although sales are rising and despite the shift towards more sophisticated products, international brands continue to lag behind their local counterparts in tissue and hygiene. However, value share splits between multinational and local brands and between premium, standard and economy brands do vary significantly from category to category.

Modern grocery retailers continues to dominate tissue and hygiene distribution

Modern grocery retailers remains the leading distribution channel for retail tissue and hygiene, led by supermarkets and hypermarkets. Retailers in these channels tend to allocate significant shelf space for tissue and hygiene products.

Rising incomes and more sophisticated consumers set to underpin sales growth

With favourable economic conditions and rising awareness of tissue and hygiene products, the market is slated for positive volume and value growth over the forecast period. Consistently rising demand for baby care-related products is set to be a major growth driver.

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Tissue and Hygiene in the Philippines

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Overview

Discover the latest market trends and uncover sources of future market growth for the Tissue and Hygiene 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 Tissue and Hygiene industry in Philippines, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Philippines for free:

The Tissue and Hygiene 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 Tissue and Hygiene in Philippines?
  • What are the major brands in Philippines?
  • What are the most dynamic tissue and hygiene categories?
  • What are the major markets for tissue products sales?
  • What are the major markets for hygiene products sales?

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.

Tissue and Hygiene in the Philippines

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 1 Birth Rates 2013-2018
Table 2 Infant Population 2013-2018
Table 3 Female Population by Age 2013-2018
Table 4 Total Population by Age 2013-2018
Table 5 Households 2013-2018
Table 6 Forecast Infant Population 2018-2023
Table 7 Forecast Female Population by Age 2018-2023
Table 8 Forecast Total Population by Age 2018-2023
Table 9 Forecast Households 2018-2023

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in the Philippines

HEADLINES

PROSPECTS

Booming economy underpins growth in AFH tissue and hygiene
Rising tourism flows set to continue supporting growth in AFH tissue and hygiene
The expansion of the healthcare industry supports growth AFH hygiene

COMPETITIVE LANDSCAPE

AFH channels remain important to all major players in tissue and hygiene
SCPA differentiates its AFH offer as it seeks to meet the needs of corporate clients
Kimberly-Clark benefits from its holistic approach to meeting its clients’ AFH needs

CATEGORY DATA

Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2013-2018
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 21 Sales of Away-From-Home Paper Towels by Type: % Value 2014-2018
Table 22 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2013-2018
Table 23 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2013-2018
Table 24 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2013-2018
Table 25 Sales of Away-From-Home Wipers by Format through Public: % Value 2013-2018
Table 26 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2013-2018
Table 27 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 28 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 29 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023

Nappies/Diapers/Pants in the Philippines

HEADLINES

PROSPECTS

Population growth and rising incomes to spur growth despite challenges
Manufacturers will need to target a young consumer base
Internet retailing emerging as a key distribution channel for nappies/diapers/pants

COMPETITIVE LANDSCAPE

Local brand EQ remains in the leading position in nappies/diapers/pants
Pampers is EQ’s main challenger in nappies/diapers/pants
Low-cost brands continue to struggle to match their higher-priced rivals

CATEGORY DATA

Table 30 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 31 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 32 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 33 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 34 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 35 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Retail Adult Incontinence in the Philippines

HEADLINES

PROSPECTS

Low overall sales and limited consumer awareness continue to define the category
Lack of innovation continues to place limits on growth potential
Lazada spurs growth in sales of adult incontinence through internet retailing

COMPETITIVE LANDSCAPE

Essity bounces back from a difficult year in 2017 to maintain category leadership
Local player JS Unitrade maintains second position with the leading brand Caress
Private label continues to benefit from low pricing

CATEGORY DATA

Table 36 Sales of Retail Adult Incontinence by Category: Value 2013-2018
Table 37 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 38 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 39 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 40 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 41 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023

Retail Tissue in the Philippines

HEADLINES

PROSPECTS

Further solid growth expected in sales of retail tissue
Toilet paper set to continue dominating sales
Expansion of target audience set to underpin volume growth

COMPETITIVE LANDSCAPE

Local player SPCA maintains its leading position in retail tissue
International brands continue to face stiff competition
Third-placed Papertech holds its own against the category leaders

CATEGORY DATA

Table 42 Retail Sales of Tissue by Category: Value 2013-2018
Table 43 Retail Sales of Tissue by Category: % Value Growth 2013-2018
Table 44 NBO Company Shares of Retail Tissue: % Value 2014-2018
Table 45 LBN Brand Shares of Retail Tissue: % Value 2015-2018
Table 46 Forecast Retail Sales of Tissue by Category: Value 2018-2023
Table 47 Forecast Retail Sales of Tissue by Category: % Value Growth 2018-2023

Rx/Reimbursement Adult Incontinence in the Philippines

HEADLINES

PROSPECTS

The category’s dismal performance is the result of numerous unfavourable factors
The rise of internet retailing encourages consumers towards retail channels

CATEGORY DATA

Table 48 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2013-2018
Table 49 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2017-2018
Table 50 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2018-2023
Table 51 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2018-2023

Sanitary Protection in the Philippines

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 52 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 53 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 54 Retail Sales of Towels by Type of Use: % Value 2013-2018
Table 55 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 56 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 57 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 58 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Wipes in the Philippines

HEADLINES

PROSPECTS

Wipes expected to register a strong performance as demand continues to increase
A more diverse product range likely to emerge
Wipes retain their novelty, but this is likely to fade as time passes

COMPETITIVE LANDSCAPE

Giggles maintains the leading position in wipes
Pigeon is still the second leading wipes brand
Innovation remains an important brand strategy

CATEGORY DATA

Table 59 Retail Sales of Wipes by Category: Value 2013-2018
Table 60 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 61 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 62 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 63 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 64 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-2023