Toilet Care in the Philippines

PROSPECTS

Rim blocks and largest category of toilet liquids/foam see highest growth as rising income and higher employment drive more demand for toilet care in 2019

The rising disposable income of Filipino consumers and improvement in the labour market have further developed the toilet care category. As more consumers enjoy a rise in income, they continue to go beyond bleach and multi-purpose cleaners to keep a clean home, for example gravitating towards multifunctional foaming toilet cleaners with “magic bubble bombs” that can be used for both the toilet and other rooms in the house, a product featured on the Lazada.

Desire for cleaning products that are convenient to use along with higher discretionary income boosts sales of more sophisticated products like rim blocks

The increasingly hectic lifestyles of consumers due to higher rate of employment have, however, been encouraging the purchase of in-cistern devices and rim blocks, the latter of which saw the most dynamic value growth among toilet care products in 2019. Even with cleaning tasks, consumers gravitate to products that can be conveniently used to save time.

Lack of flushing toilets in many Filipino households could limit growth prospects

The fact that a substantial proportion of the Philippine population still do not have access to flushing toilets could limit the growth prospects for toilet care in upcoming years. Many low-income households are unable to afford a toilet, and in low-income urban communities there also is a lack of proper sewerage systems.

COMPETITIVE LANDSCAPE

All SC Johnson & Son toilet care brands perform well to strengthen the multinational’s leadership in the category in 2019

SC Johnson & Son bolstered its leadership in toilet care in 2019 with the continued patronage for Duck and Mr Muscle under toilet liquids/foam. However, the product variety of the company enables it to be present in in-cistern devices with Duck and Kiwi Kleen and rim blocks with Glade.

Private label has difficulty competing against established brands in toilet liquids/foam

Since brands offered under toilet liquids/foam such as Duck and Lysol have strong brand recognition, there is limited growth in private label. For example, SM Bonus is well received in food items such as sugar and edible oil, but it is less popular for toilet care, where the most successful brands have a long history and enjoy a strong reputation as high-quality products.

Lack of marketing activities limits prospects for domestic players and continues to compromise growth prospects for immature rim blocks and in-cistern devices as well

Marketing activities of local players remain lacklustre. For their Mighty and Albatross brands, third- and fourth-ranked domestic companies ACS Mfg and Philusa maintain and try to widen their distribution, but do not run promotions.

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