Home Care in the Philippines

Home Care in the Philippines
Euromonitor International
February 2021

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on home care
COVID-19 country impact
Company response
Retailing shift
What next for home care?
MARKET INDICATORS
Table 1 Households 2015-2020
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2015-2020
Table 3 Sales of Home Care by Category: % Value Growth 2015-2020
Table 4 NBO Company Shares of Home Care: % Value 2016-2020
Table 5 LBN Brand Shares of Home Care: % Value 2017-2020
Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020
Table 7 Distribution of Home Care by Format: % Value 2015-2020
Table 8 Distribution of Home Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Home Care by Category: Value 2020-2025
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
KEY DATA FINDINGS
2020 IMPACT
Greater focus on hygiene in the home during pandemic drives stronger demand for surface care in 2020
Multi-purpose cleaners remains largest value category, supported by demand for multifunctionality from more price-sensitive consumers
Consolidated competitive landscape with leading players increasing marketing efforts to emphasise benefits of their surface care brands during the pandemic
RECOVERY AND OPPORTUNITIES
Preventative health trend set to support overall demand for surface care over the forecast period
Players need to ensure product portfolios reach wider audience
Despite greater demand for convenience, home care wipes unlikely to penetrate surface care in the Philippines
CATEGORY DATA
Table 11 Sales of Surface Care by Category: Value 2015-2020
Table 12 Sales of Surface Care by Category: % Value Growth 2015-2020
Table 13 NBO Company Shares of Surface Care: % Value 2016-2020
Table 14 LBN Brand Shares of Surface Care: % Value 2017-2020
Table 15 Forecast Sales of Surface Care by Category: Value 2020-2025
Table 16 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Despite slowdown in demand in 2020, bleach sees further growth due to initial stockpiling and greater hygiene awareness
Bleach benefits from versatility and affordability to price-sensitive consumers and older generations
Dominant Green Cross gains further share in 2020 supported by active marketing and stockpiling by consumers
RECOVERY AND OPPORTUNITIES
Despite slight dip in 2021, bleach is set to experience stronger performance over the forecast period
Bleach will continue to benefit from consumer loyalty and versatility
Greater potential for bleach could encourage new entrants
CATEGORY DATA
Table 17 Sales of Bleach: Value 2015-2020
Table 18 Sales of Bleach: % Value Growth 2015-2020
Table 19 NBO Company Shares of Bleach: % Value 2016-2020
Table 20 LBN Brand Shares of Bleach: % Value 2017-2020
Table 21 Forecast Sales of Bleach: Value 2020-2025
Table 22 Forecast Sales of Bleach: % Value Growth 2020-2025
KEY DATA FINDINGS
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
Demand for more sophisticated toilet care slows due to longer time dedicated to cleaning and more cost-effective alternatives
SC Johnson & Son retains dominance of toilet care with wide product portfolio and investment in marketing support
RECOVERY AND OPPORTUNITIES
Overall stronger performance for toilet care over the forecast period due to increasing consumer knowledge and further prioritising of hygiene in the home
Stronger value growth indicative of further development in sophisticated products offering specific properties
E-commerce has potential for further growth over the forecast period
CATEGORY DATA
Table 23 Sales of Toilet Care by Category: Value 2015-2020
Table 24 Sales of Toilet Care by Category: % Value Growth 2015-2020
Table 25 NBO Company Shares of Toilet Care: % Value 2016-2020
Table 26 LBN Brand Shares of Toilet Care: % Value 2017-2020
Table 27 Forecast Sales of Toilet Care by Category: Value 2020-2025
Table 28 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Prioritising of expenditure and greater focus on disinfecting the home results in weak performance for polishes in 2020
Dominant floor polish maintains some demand due to trend for hard floors in condominiums
SC Johnson & Son retains overall leadership of polishes due to dominance of its Pledge brand
RECOVERY AND OPPORTUNITIES
Shoe polish to see upturn in demand in 2021 due to likely return to schools and workplaces
Weaker performance for polishes overall as consumers remain focused on sanitising
New entrants unlikely due to weak potential of category and dominance of SC Johnson & Son
CATEGORY DATA
Table 29 Sales of Polishes by Category: Value 2015-2020
Table 30 Sales of Polishes by Category: % Value Growth 2015-2020
Table 31 NBO Company Shares of Polishes: % Value 2016-2020
Table 32 LBN Brand Shares of Polishes: % Value 2017-2020
Table 33 Forecast Sales of Polishes by Category: Value 2020-2025
Table 34 Forecast Sales of Polishes by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Prioritising of expenditure amongst increasingly price-sensitive consumers during the pandemic reduces overall demand for air care in 2020
Most significant decline for car air fresheners in 2020 due to reduced travel and weak automobile industry earlier in the year
SC Johnson & Son retains overall dominance of air care in 2020 but affordability offered by local player Philusa results in more positive performance for the latter
RECOVERY AND OPPORTUNITIES
More positive outlook for air care with stronger value growth indicating rising levels of sophistication towards end of the forecast period
Category offers further room for development in terms of air sanitising properties
Increasing health concerns and environmental issues could also encourage development of less harmful components used in air care
CATEGORY DATA
Table 35 Sales of Air Care by Category: Value 2015-2020
Table 36 Sales of Air Care by Category: % Value Growth 2015-2020
Table 37 NBO Company Shares of Air Care: % Value 2016-2020
Table 38 LBN Brand Shares of Air Care: % Value 2017-2020
Table 39 Forecast Sales of Air Care by Category: Value 2020-2025
Table 40 Forecast Sales of Air Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Emergence of dengue season during pandemic prompts health authorities to remind consumers of need to take precautions on both fronts
Spray/aerosol insecticides remains most popular format due to trust in efficacy and its convenient usage around the home
SC Johnson & Son retains dominance of home insecticides in 2020 due to consumer trust in the efficacy of its brand Baygon
RECOVERY AND OPPORTUNITIES
Stronger growth momentum for home insecticides from 2021 onwards, supported by education and recurring dengue season
Green products could penetrate home insecticides more strongly over forecast period
Players need to ensure home insecticides remain affordable to the most vulnerable consumer groups
CATEGORY DATA
Table 41 Sales of Home Insecticides by Category: Value 2015-2020
Table 42 Sales of Home Insecticides by Category: % Value Growth 2015-2020
Table 43 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020
Table 44 NBO Company Shares of Home Insecticides: % Value 2016-2020
Table 45 LBN Brand Shares of Home Insecticides: % Value 2017-2020
Table 46 Forecast Sales of Home Insecticides by Category: Value 2020-2025
Table 47 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Boost to sales during pandemic driven by automatic laundry detergents due to increasing focus on hygiene and cleaning routines
Greater focus on hygiene slows impressive pre-pandemic demand for fabric softeners
Fairly consolidated competitive landscape with major players maintaining high profiles through social media and active marketing initiatives
RECOVERY AND OPPORTUNITIES
Slight dip in 2021 before sales return to growth over the forecast period with further strong demand for liquid detergents
E-commerce likely to strengthen penetration of laundry care
Players need to offer wide range of formats and prices to capture all socioeconomic groups
CATEGORY INDICATORS
Table 48 Household Possession of Washing Machines 2015-2020
CATEGORY DATA
Table 49 Sales of Laundry Care by Category: Value 2015-2020
Table 50 Sales of Laundry Care by Category: % Value Growth 2015-2020
Table 51 Sales of Laundry Aids by Category: Value 2015-2020
Table 52 Sales of Laundry Aids by Category: % Value Growth 2015-2020
Table 53 Sales of Laundry Detergents by Category: Value 2015-2020
Table 54 Sales of Laundry Detergents by Category: % Value Growth 2015-2020
Table 55 NBO Company Shares of Laundry Care: % Value 2016-2020
Table 56 LBN Brand Shares of Laundry Care: % Value 2017-2020
Table 57 NBO Company Shares of Laundry Aids: % Value 2016-2020
Table 58 LBN Brand Shares of Laundry Aids: % Value 2017-2020
Table 59 NBO Company Shares of Laundry Detergents: % Value 2016-2020
Table 60 LBN Brand Shares of Laundry Detergents: % Value 2017-2020
Table 61 Forecast Sales of Laundry Care by Category: Value 2020-2025
Table 62 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Home seclusion trend supports growth for dishwashing during pandemic but price sensitivity slows overall demand as consumers make products last for longer
Promotion of dishwashing products as alternative solution to surface care with category offering multifunctionality
Highly consolidated competitive landscape dominated by Procter & Gamble but smaller brands continue to appeal to price-sensitive consumers
RECOVERY AND OPPORTUNITIES
Solid growth predicted for dishwashing over the forecast period
Penetration of dishwashers and therefore automatic dishwashing likely to remain low due to lack of culture in their usage
Antibacterial qualities offer potential for further new product development for dishwashing players
CATEGORY INDICATORS
Table 63 Household Possession of Dishwashers 2015-2020
CATEGORY DATA
Table 64 Sales of Dishwashing by Category: Value 2015-2020
Table 65 Sales of Dishwashing by Category: % Value Growth 2015-2020
Table 66 NBO Company Shares of Dishwashing: % Value 2016-2020
Table 67 LBN Brand Shares of Dishwashing: % Value 2017-2020
Table 68 Forecast Sales of Dishwashing by Category: Value 2020-2025
Table 69 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025