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.
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.
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 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.
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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This industry report originates from Passport, our Tissue and Hygiene market research database.