Beauty and Personal Care in the Philippines

Report
135 Pages
July 2023
Region: Philippines
Euromonitor International
ID: 2586918

Beauty and personal care saw a return to growth in retail volume terms in 2022 with sales boosted by the reopening of the economy and the lifting of COVID-19 restrictions. With COVID-19 fears subsiding schools reopened and many consumers returned to the workplace while people also started to socialise more frequently with friends and family.

The analyst's Beauty and Personal Care in Philippines report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2018-2022, allowing you to identify the sectors driving growth. Forecasts to 2027 illustrate how the market is set to change.

Product coverage:
Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.

Data coverage:
Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

Get a detailed picture of the Beauty and Personal Care market;
Pinpoint growth sectors and identify factors driving change;
Understand the competitive environment, the market’s major players and leading brands;
Use five-year forecasts to assess how the market is predicted to develop.

BEAUTY AND PERSONAL CARE IN THE PHILIPPINES

EXECUTIVE SUMMARY

Beauty and personal care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for beauty and personal care?

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2019-2022
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2017-2022
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2017-2022
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2022-2027
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2022-2027

DISCLAIMER

SOURCES

Summary 1 Research

MASS BEAUTY AND PERSONAL CARE IN THE PHILIPPINESKEY DATA FINDINGS

2022 DEVELOPMENTS

Strict labelling laws translate into a significant advantage for products with an extensive medical positioning
Local and international celebrities play a key role in driving market demand, including in oral care
Skin whitening products retain appeal as consumers focus more on the ingredients used than the brand

PROSPECTS AND OPPORTUNITIES

Mass sun care full of potential as consumers become more aware of the dangers of sun exposure
The Philippines remains a popular testing ground for new innovations
Men’s grooming is growing rapidly offering new opportunities for brands to expand their presence in the market

CATEGORY DATA

Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2018-2022
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2019-2022
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2022-2027
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2022-2027

PREMIUM BEAUTY AND PERSONAL CARE IN THE PHILIPPINESKEY DATA FINDINGS

2022 DEVELOPMENTS

Premium beauty and personal care sees a strong recovery but there remains an unmet demand as consumers follow the influence of celebrities
Dermocosmetics and ingredient led beauty driving interest in premium products
Competitive landscape remains highly fragmented with premium fragrances remaining key to category sales

PROSPECTS AND OPPORTUNITIES

A thirst for ultra-premium brands such as Guerlain Orchidee is present in the market
Retail e-commerce set to thrive thanks to competitive pricing and an expanding offer
Consumers expected to be willing to pay more for better results due to growing focus on skin health

CATEGORY DATA

Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2018-2022
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2019-2022
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2022-2027
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2022-2027

BABY AND CHILD-SPECIFIC PRODUCTS IN THE PHILIPPINESKEY DATA FINDINGS

2022 DEVELOPMENTS

Despite declining birth rates, the market has strong growth potential due to increasing disposable income
Competitive landscape remains relatively consolidated due to faith placed in trusted brands
Income disparity influences demand with products and packaging tailored to meet different audiences

PROSPECTS AND OPPORTUNITIES

Baby and child-specific products has potential to expand from new products with natural ingredients to baby cologne and beyond
Established local apparel brands could provide an additional avenue for companies to market their products
Insect repelling ingredients offer growth opportunities for baby and child-specific products

CATEGORY DATA

Table 23 Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2018-2022
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2019-2022
Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2019-2022
Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2019-2022
Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2019-2022
Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2022-2027
Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2022-2027
Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2022-2027

BATH AND SHOWER IN THE PHILIPPINESKEY DATA FINDINGS

2022 DEVELOPMENTS

Opportunities still remain in bath and shower despite category maturity
Private label producers looking for new opportunities in bath and shower
Bar soap continues to clean up with the category offering a wide range of options with popular benefits from skin whitening to anti-ageing properties

PROSPECTS AND OPPORTUNITIES

Brightening/whitening bath and shower products offer further growth potential
Premiumisation likely to become more prominent as the economy starts to recover
Legacy brands eyeing new opportunities within bath and shower as distribution shifts online

CATEGORY DATA

Table 34 Sales of Bath and Shower by Category: Value 2017-2022
Table 35 Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022
Table 37 NBO Company Shares of Bath and Shower: % Value 2018-2022
Table 38 LBN Brand Shares of Bath and Shower: % Value 2019-2022
Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2019-2022
Table 40 Forecast Sales of Bath and Shower by Category: Value 2022-2027
Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2022-2027
Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2022-2027

COLOUR COSMETICS IN THE PHILIPPINESKEY DATA FINDINGS

2022 DEVELOPMENTS

Colour cosmetics sees a significant recovery in demand as COVID-19 fears subside
Lip products receive the kiss of life as face masks come off while facial make-up influenced by South Korean celebrities
Competition intensifying with distribution and celebrity endorsements key to growth

PROSPECTS AND OPPORTUNITIES

As incomes rise premium brands are expected to look to expand their presence in the market
Distribution will play a key role in dictating market demand
Home-grown brands could gain a stronger foothold in the market by tailoring their products to the beauty needs of locals

CATEGORY DATA

Table 43 Sales of Colour Cosmetics by Category: Value 2017-2022
Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2018-2022
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2019-2022
Table 47 LBN Brand Shares of Eye Make-up: % Value 2019-2022
Table 48 LBN Brand Shares of Facial Make-up: % Value 2019-2022
Table 49 LBN Brand Shares of Lip Products: % Value 2019-2022
Table 50 LBN Brand Shares of Nail Products: % Value 2019-2022
Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2019-2022
Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2022-2027
Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2022-2027

DEODORANTS IN THE PHILIPPINESKEY DATA FINDINGS

2022 DEVELOPMENTS

Deodorants thriving as consumers become more active again while demand focuses on skin whitening properties
Local and international brands are present with deodorants still full of potential
Deodorant powders present new options for consumers some of whom are looking to avoid products featuring potassium alum

PROSPECTS AND OPPORTUNITIES

Brands are focusing on an ingredient-led positioning for new product developments in the forecast period.
Deodorant sprays is the category to look out for thanks to dual-purpose usage
More education is needed to promote the benefits of deodorant sprays while e-commerce set to win further share

CATEGORY DATA

Table 54 Sales of Deodorants by Category: Value 2017-2022
Table 55 Sales of Deodorants by Category: % Value Growth 2017-2022
Table 56 Sales of Deodorants by Premium vs Mass: % Value 2017-2022
Table 57 NBO Company Shares of Deodorants: % Value 2018-2022
Table 58 LBN Brand Shares of Deodorants: % Value 2019-2022
Table 59 LBN Brand Shares of Premium Deodorants: % Value 2019-2022
Table 60 Forecast Sales of Deodorants by Category: Value 2022-2027
Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2022-2027
Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2022-2027

DEPILATORIES IN THE PHILIPPINESKEY DATA FINDINGS

2022 DEVELOPMENTS

Depilatories continues to recover as COVID-19 restrictions are eased
Access to a range of professional treatments a significant obstacle to the growth of depilatories
Gillette remains the go to option in women’s razors and blades

PROSPECTS AND OPPORTUNITIES

Depilatories set for further growth but other options likely to limit the potential of the category
Higher disposable income levels should support demand for depilatories while new product development likely to focus on natural ingredients
E-commerce offers opportunities for brands to expand their reach

CATEGORY DATA

Table 63 Sales of Depilatories by Category: Value 2017-2022
Table 64 Sales of Depilatories by Category: % Value Growth 2017-2022
Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2018-2022
Table 66 NBO Company Shares of Depilatories: % Value 2018-2022
Table 67 LBN Brand Shares of Depilatories: % Value 2019-2022
Table 68 Forecast Sales of Depilatories by Category: Value 2022-2027
Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2022-2027

FRAGRANCES IN THE PHILIPPINESKEY DATA FINDINGS

2022 DEVELOPMENTS

Demand for fragrances picks up as social activities resume and the country’s borders reopen
Economic growth boosts sales across all price segments
Distribution landscape in a state of flux as consumers seek out new opportunities in e-commerce

PROSPECTS AND OPPORTUNITIES

Economic growth should boost demand while e-commerce retailers work on building trust in the authenticity of their products
Direct to consumer sales proving popular
Eau de parfum is a popular option due to its perceived ability to withstand humidity

CATEGORY DATA

Table 70 Sales of Fragrances by Category: Value 2017-2022
Table 71 Sales of Fragrances by Category: % Value Growth 2017-2022
Table 72 NBO Company Shares of Fragrances: % Value 2018-2022
Table 73 LBN Brand Shares of Fragrances: % Value 2019-2022
Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2019-2022
Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2019-2022
Table 76 Forecast Sales of Fragrances by Category: Value 2022-2027
Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2022-2027

HAIR CARE IN THE PHILIPPINESKEY DATA FINDINGS

2022 DEVELOPMENTS

Masks and treatments help add variety to a mature category
Wide range and variety of products, packaging and price points boosting demand for colourants and conditioners and treatments
Consumers are highly receptive to new products, but multinationals maintain dominance

PROSPECTS AND OPPORTUNITIES

Premiumisation could help deliver value growth as hair care suffers from maturity
Colourants and styling agents have room to grow thanks to new and developing trends
Dry shampoo likely to remain a niche while medicated shampoos shows greater promise

CATEGORY DATA

Table 78 Sales of Hair Care by Category: Value 2017-2022
Table 79 Sales of Hair Care by Category: % Value Growth 2017-2022
Table 80 Sales of Hair Care by Premium vs Mass: % Value 2017-2022
Table 81 NBO Company Shares of Hair Care: % Value 2018-2022
Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2018-2022
Table 83 LBN Brand Shares of Hair Care: % Value 2019-2022
Table 84 LBN Brand Shares of Colourants: % Value 2019-2022
Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2019-2022
Table 86 LBN Brand Shares of Styling Agents: % Value 2019-2022
Table 87 LBN Brand Shares of Premium Hair Care: % Value 2019-2022
Table 88 Forecast Sales of Hair Care by Category: Value 2022-2027
Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2022-2027
Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2022-2027

MEN'S GROOMING IN THE PHILIPPINESKEY DATA FINDINGS

2022 DEVELOPMENTS

Men’s grooming thriving with a knowledgeable local consumer base helping to drive demand
K-beauty standards are highly influential in this category, with celebrities playing a key role in marketing
Private label receiving growing interest but Unilever and Procter & Gamble maintain dominance

PROSPECTS AND OPPORTUNITIES

Positive outlook for men’s grooming with hair loss treatments gaining popularity among men
New business opportunities should benefit sales of men’s shaving and skin care
Multinationals likely to retain their lead but e-commerce opening the door to smaller brands with more unique offerings

CATEGORY DATA

Table 91 Sales of Men’s Grooming by Category: Value 2017-2022
Table 92 Sales of Men’s Grooming by Category: % Value Growth 2017-2022
Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2019-2022
Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2019-2022
Table 95 NBO Company Shares of Men’s Grooming: % Value 2018-2022
Table 96 LBN Brand Shares of Men’s Grooming: % Value 2019-2022
Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2019-2022
Table 98 Forecast Sales of Men’s Grooming by Category: Value 2022-2027
Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2022-2027

ORAL CARE IN THE PHILIPPINESKEY DATA FINDINGS

2022 DEVELOPMENTS

Celebrity endorsements and brand collaborations add value to oral care products
Health and wellness trend fuelling demand for mouthwashes/dental rinses with Listerine leading the way
Oral care sees an increasing focus on natural and sustainable ingredients and products

PROSPECTS AND OPPORTUNITIES

Oral care set to grow and expand as consumers develop more sophisticated routines
Breath strips proving popular but further investment required to raise the profile of mouth fresheners in the market
Consumers likely to favour tooth whitening products with a natural and gentle positioning

CATEGORY DATA

Table 100 Sales of Oral Care by Category: Value 2017-2022
Table 101 Sales of Oral Care by Category: % Value Growth 2017-2022
Table 102 Sales of Toothbrushes by Category: Value 2017-2022
Table 103 Sales of Toothbrushes by Category: % Value Growth 2017-2022
Table 104 Sales of Toothpaste by Type: % Value Breakdown 2018-2022
Table 105 NBO Company Shares of Oral Care: % Value 2018-2022
Table 106 LBN Brand Shares of Oral Care: % Value 2019-2022
Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2019-2022
Table 108 LBN Brand Shares of Toothpaste: % Value 2019-2022
Table 109 Forecast Sales of Oral Care by Category: Value 2022-2027
Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2022-2027
Table 111 Forecast Sales of Toothbrushes by Category: Value 2022-2027
Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2022-2027

SKIN CARE IN THE PHILIPPINESKEY DATA FINDINGS

2022 DEVELOPMENTS

Dermocosmetics are gaining traction as consumers become more familiar with the benefits of using these products
Celebrity endorsements a valuable marketing tool
Moisturisers come back into favour while facial oils present new opportunities

PROSPECTS AND OPPORTUNITIES

The Philippines likely to remain a popular testing ground for new products
Affordable skin care products set to thrive, with a significant appetite and unmet potential for premium and natural products
Glass ampoules and sachets set to feature prominently

CATEGORY DATA

Table 113 Sales of Skin Care by Category: Value 2017-2022
Table 114 Sales of Skin Care by Category: % Value Growth 2017-2022
Table 115 NBO Company Shares of Skin Care: % Value 2018-2022
Table 116 LBN Brand Shares of Skin Care: % Value 2019-2022
Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2019-2022
Table 118 LBN Brand Shares of Anti-agers: % Value 2019-2022
Table 119 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2019-2022
Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2019-2022
Table 121 LBN Brand Shares of Premium Skin Care: % Value 2019-2022
Table 122 Forecast Sales of Skin Care by Category: Value 2022-2027
Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2022-2027

SUN CARE IN THE PHILIPPINESKEY DATA FINDINGS

2022 DEVELOPMENTS

Sun care shines as restrictions are lifted
Competition increases as the range and variety of products grows
New and natural ingredients provide inspiration

PROSPECTS AND OPPORTUNITIES

Consumers likely to be willing to spend more for better results when it comes to sun care
Skin care and colour cosmetics could cannibalise sales through the addition of sun protection to their product lines
Sun care products for men have strong potential

CATEGORY DATA

Table 124 Sales of Sun Care by Category: Value 2017-2022
Table 125 Sales of Sun Care by Category: % Value Growth 2017-2022
Table 126 NBO Company Shares of Sun Care: % Value 2018-2022
Table 127 LBN Brand Shares of Sun Care: % Value 2019-2022
Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2019-2022
Table 129 Forecast Sales of Sun Care by Category: Value 2022-2027
Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2022-2027

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