Toilet Care in the Philippines

2020 IMPACT

Awareness of need to maintain stringent hygiene in the home supports demand for toilet care in 2020, but bleach offers competition due to rising price sensitivity

Toilet care continued to grow in 2020, supported by the preventative health trend. Longer periods of time spent in the home during the lockdown as a result of the pandemic meant that consumers could focus on maintaining strict cleaning routines, paying particular attention to the bathroom and toilet area where germs are perceived to linger if stringent hygiene levels are not met.

Demand for more sophisticated toilet care slows due to longer time dedicated to cleaning and more cost-effective alternatives

The home seclusion trend due to the pandemic and subsequent lockdown meant many consumers were able to dedicate more time to deep cleaning their homes, including the bathroom and toilet area. This marginally reduced the need for more convenient, and expensive, forms of toilet care including in-cistern devices and ITBs such as rim blocks, which both experienced slower volume growth in 2020 due to rising price sensitivity as a result of unemployment and decreasing disposable incomes.

SC Johnson & Son retains dominance of toilet care with wide product portfolio and investment in marketing support

Toilet care remained a highly consolidated competitive landscape in the Philippines in 2020, dominated by SC Johnson & Son with a wide product portfolio consisting of popular brands Duck, Glade, Mr Muscle and Kiwi Kleen, followed at some distance by Reckitt Benckiser (Lysol) and local player ACS Mfg Corp (Mighty). The two leading players enjoy widespread distribution and strong consumer recall with their brands perceived as offering greater efficacy.

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