Toilet Care in the Philippines

PROSPECTS

Toilet liquids/foam to remain the largest category with the most dynamic growth

The largest toilet care category of toilet liquids/foam was again the most dynamic in 2018 and this situation is set to remain in effect throughout the forecast period. Unlike more sophisticated toilet care categories that have fairly specific usages, including rim blocks and in-cistern devices, toilet liquids offer basic cleaning the most visible part of the toilet, the toilet bowl.

Rising income levels to support growth in rim blocks and in-cistern devices

As rising incomes and urbanisation continue to develop strongly in the Philippines, rising condominium ownership and growth in discretionary spending are set to be favourable for sales of toilet care items over the forecast period. In particular, more sophisticated products such as rim blocks and in-cistern devices are expected to benefit from the rising interest in home care products that offer convenience and which can make cleaning the house a less onerous task.

Demographic factors to influence forecast period growth trends

One major potential threat to healthy growth in toilet care generally, especially in rim blocks and in-cistern devices, is the still substantial proportion of the Philippine population that do not have access to flushing toilets. These include mainly low-income households that are unable to afford a toilet, with those living in low-income urban communities often also facing a lack of proper sewerage systems in their local areas.

COMPETITIVE LANDSCAPE

SC Johnson & Son continues to lead toilet care

SC Johnson & Son maintained its leading position in toilet care in 2018 as consumers continued to trust its flagship brand Duck, which leads in toilet liquids/foam and dominates sales of in-cistern devices. In addition, SC Johnson & Son offers a variety of other toilet care brands, including Glade and Toilet Duck in ITBs and rim blocks, Mr Muscle in toilet liquids/foam and Kiwi Kleen in in-cistern devices.

Multinational players continue to control the largest category of toilet liquids/foam

Sales in the largest toilet care category of toilet liquids/foam remains dominated by multinational players Reckitt Benckiser and SC Johnson & Son, while much smaller domestic manufacturers and private label players such as Philusa Corporation and ACS Manufacturing Corporation continue to struggle to maintain their current value shares. Industry sources have indicated that regular promotional deals remain at the core of the strategies behind the dominance of the two leading international players, while smaller companies tend to focus instead on expanding their distribution into provincial areas of the country that are as yet relatively untapped by multinational players.

Limited marketing continues to suppress sales growth potential

Whilst sales in toilet care are driven largely by promotional activities, these are implemented almost exclusively by multinational players. Local companies by contrast only rarely engage in promotional activity.

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