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Home Care in the Philippines

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    Report

  • 59 Pages
  • February 2024
  • Region: Philippines
  • Euromonitor International
  • ID: 4192149
In 2023, home care in the Philippines underwent significant changes. The implementation of FDA Administrative Order No. 2019-019 led to a decrease in new brands entering the market due to stricter regulations, impacting the competition. However, the industry saw increases in retail volume and current value sales across all categories, driven by the higher disposable incomes of Filipinos and the return of tourists, despite the challenges of rising inflation.

The Home Care in Philippines market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2028 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet 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 Home 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.

Table of Contents

HOME CARE IN THE PHILIPPINES
EXECUTIVE SUMMARY
  • Home care in 2023: The big picture
  • 2023 key trends
  • Competitive landscape
  • Retailing developments
  • What next for home care?
MARKET INDICATORS
  • Table 1 Households 2018-2023
MARKET DATA
  • Table 2 Sales of Home Care by Category: Value 2018-2023
  • Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
  • Table 4 NBO Company Shares of Home Care: % Value 2019-2023
  • Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
  • Table 6 Penetration of Private Label in Home Care by Category: % Value 2018-2023
  • Table 7 Distribution of Home Care by Format: % Value 2018-2023
  • Table 8 Distribution of Home Care by Format and Category: % Value 2023
  • Table 9 Forecast Sales of Home Care by Category: Value 2023-2028
  • Table 10 Forecast Sales of Home Care by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
  • Summary 1 Research Sources
LAUNDRY CARE IN THE PHILIPPINESKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Scent and laundry quality increasingly important as in-person events resume
  • Consumers turn to hypoallergenic and child-focused products
  • Smaller players compete with established brands
PROSPECTS AND OPPORTUNITIES
  • As consumers’ expectations evolve, players will launch more sustainable products
  • Convenient and effective products likely to be prioritised
  • Despite the move to other formats, continued growth expected for bar detergents
CATEGORY INDICATORS
  • Table 11 Household Possession of Washing Machines 2018-2023
CATEGORY DATA
  • Table 12 Sales of Laundry Care by Category: Value 2018-2023
  • Table 13 Sales of Laundry Care by Category: % Value Growth 2018-2023
  • Table 14 Sales of Laundry Aids by Category: Value 2018-2023
  • Table 15 Sales of Laundry Aids by Category: % Value Growth 2018-2023
  • Table 16 Sales of Laundry Detergents by Category: Value 2018-2023
  • Table 17 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
  • Table 18 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2018-2023
  • Table 19 NBO Company Shares of Laundry Care: % Value 2019-2023
  • Table 20 LBN Brand Shares of Laundry Care: % Value 2020-2023
  • Table 21 NBO Company Shares of Laundry Aids: % Value 2019-2023
  • Table 22 LBN Brand Shares of Laundry Aids: % Value 2020-2023
  • Table 23 NBO Company Shares of Laundry Detergents: % Value 2019-2023
  • Table 24 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
  • Table 25 Forecast Sales of Laundry Care by Category: Value 2023-2028
  • Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028
DISHWASHING IN THE PHILIPPINESKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Hand dishwashing is still preferred by Filipinos
  • Antibacterial products are still sought after by Filipinos
  • Procter & Gamble maintains its lead, but smaller brands gain share
PROSPECTS AND OPPORTUNITIES
  • Growth forecast for both hand dishwashing and automatic dishwashing
  • Paste will remain important in players’ portfolios
  • Environmentally friendly products likely to be in greater demand
CATEGORY INDICATORS
  • Table 27 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
  • Table 28 Sales of Dishwashing by Category: Value 2018-2023
  • Table 29 Sales of Dishwashing by Category: % Value Growth 2018-2023
  • Table 30 NBO Company Shares of Dishwashing: % Value 2019-2023
  • Table 31 LBN Brand Shares of Dishwashing: % Value 2020-2023
  • Table 32 Forecast Sales of Dishwashing by Category: Value 2023-2028
  • Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028
SURFACE CARE IN THE PHILIPPINESKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Continued high awareness of the need for hygiene drives growth
  • Challenges for businesses
  • Efficiency, convenience, and cost-saving drive popularity of multipurpose cleaners
PROSPECTS AND OPPORTUNITIES
  • Demand for hygiene and expansion of the consumer base set to drive growth
  • Sustainable packaging will attract mainly high-income consumers
  • E-commerce set to maintain growth from a low base
CATEGORY DATA
  • Table 34 Sales of Surface Care by Category: Value 2018-2023
  • Table 35 Sales of Surface Care by Category: % Value Growth 2018-2023
  • Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023
  • Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023
  • Table 38 NBO Company Shares of Surface Care: % Value 2019-2023
  • Table 39 LBN Brand Shares of Surface Care: % Value 2020-2023
  • Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2023
  • Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2023
  • Table 42 Forecast Sales of Surface Care by Category: Value 2023-2028
  • Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028
BLEACH IN THE PHILIPPINESKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Consumers choose bleach to meet their cleaning needs and their budget
  • Zonrox remains dominant, thanks to advertising and a celebrity brand ambassador
  • Fragranced products become increasingly popular
PROSPECTS AND OPPORTUNITIES
  • Dynamic growth expected for bleach, but not via e-commerce
  • Price increases will have to be kept to a minimum to retain the primary consumer group
  • Availability of larger pack sizes, but sachets will remain popular
CATEGORY DATA
  • Table 44 Sales of Bleach: Value 2018-2023
  • Table 45 Sales of Bleach: % Value Growth 2018-2023
  • Table 46 NBO Company Shares of Bleach: % Value 2019-2023
  • Table 47 LBN Brand Shares of Bleach: % Value 2020-2023
  • Table 48 Forecast Sales of Bleach: Value 2023-2028
  • Table 49 Forecast Sales of Bleach: % Value Growth 2023-2028
TOILET CARE IN THE PHILIPPINESKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Hygiene focus drives growth, especially for toilet liquids/foam
  • Viscous toilet liquids are preferred for efficacy, value and fragrance
  • SC Johnson & Son maintains its dominance, while distribution remains mainly offline
PROSPECTS AND OPPORTUNITIES
  • Players will attract consumers by highlighting their benefits compared with bleach
  • Innovations set to help drive growth
  • Rising sales expected for in-cistern devices and rim blocks
CATEGORY DATA
  • Table 50 Sales of Toilet Care by Category: Value 2018-2023
  • Table 51 Sales of Toilet Care by Category: % Value Growth 2018-2023
  • Table 52 NBO Company Shares of Toilet Care: % Value 2019-2023
  • Table 53 LBN Brand Shares of Toilet Care: % Value 2020-2023
  • Table 54 Forecast Sales of Toilet Care by Category: Value 2023-2028
  • Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028
POLISHES IN THE PHILIPPINESKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Shoe polish witnesses dynamic volume growth as formal events see a resurgence
  • Challenges introducing innovation to floor polish
  • SC Johnson & Son Inc remains dominant due to wide brand and product range
PROSPECTS AND OPPORTUNITIES
  • Furniture polish set to see exceptional growth as disposable incomes rise
  • Growth of metal polish to be constrained by the limited consumer base
  • Online sales of footwear also likely to contribute to growth for shoe polish
CATEGORY DATA
  • Table 56 Sales of Polishes by Category: Value 2018-2023
  • Table 57 Sales of Polishes by Category: % Value Growth 2018-2023
  • Table 58 NBO Company Shares of Polishes: % Value 2019-2023
  • Table 59 LBN Brand Shares of Polishes: % Value 2020-2023
  • Table 60 Forecast Sales of Polishes by Category: Value 2023-2028
  • Table 61 Forecast Sales of Polishes by Category: % Value Growth 2023-2028
AIR CARE IN THE PHILIPPINESKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Post-pandemic demand for wellness endures, driving growth for air care
  • Rising popularity of diffusers to ensure better air quality
  • Rebound for car air fresheners due to traffic problems
PROSPECTS AND OPPORTUNITIES
  • Dynamic growth set to continue, with the rise of electric air diffusers in particular
  • Rising demand expected for natural air care products
  • New product development will remain key for growth
CATEGORY DATA
  • Table 62 Sales of Air Care by Category: Value 2018-2023
  • Table 63 Sales of Air Care by Category: % Value Growth 2018-2023
  • Table 64 Sales of Air Care by Fragrance: Value Ranking 2021-2023
  • Table 65 NBO Company Shares of Air Care: % Value 2019-2023
  • Table 66 LBN Brand Shares of Air Care: % Value 2020-2023
  • Table 67 Forecast Sales of Air Care by Category: Value 2023-2028
  • Table 68 Forecast Sales of Air Care by Category: % Value Growth 2023-2028
HOME INSECTICIDES IN THE PHILIPPINESKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Urbanisation contributes to growth for home insecticides
  • Spray/aerosol insecticides drives growth, with a minimal increase for insecticide coils
  • Multipurpose products favoured for convenience, and saving time and money
PROSPECTS AND OPPORTUNITIES
  • Insecticide coils likely to remain popular in rural areas
  • Baygon set to maintain its dominance due to its wide product range
  • More consumers will look for products safe for people, pets and the environment
CATEGORY DATA
  • Table 69 Sales of Home Insecticides by Category: Value 2018-2023
  • Table 70 Sales of Home Insecticides by Category: % Value Growth 2018-2023
  • Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2018-2023
  • Table 72 NBO Company Shares of Home Insecticides: % Value 2019-2023
  • Table 73 LBN Brand Shares of Home Insecticides: % Value 2020-2023
  • Table 74 Forecast Sales of Home Insecticides by Category: Value 2023-2028
  • Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028