Home Care in the Philippines

Impact Analysis of Covid-19

The complete version of the Report will include the impact of the COVID-19, and anticipated change on the future outlook of the industry, by taking into the account the political, economic, social, and technological parameters.

Value growth of home care continued be very high in the Philippines in 2019 as the country saw positive economic growth, a substantial rise in employment and a lower rate of underemployment over the previous year. With rising disposable income, an unusually high per capita use of social media, greater awareness of health and hygiene and a greater desire for convenience, a growing middle class increasingly sought more task-specific products rather than relying on multi-purpose products, except fo...

Euromonitor International's 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 2024 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.

Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.

Home Care in the Philippines
Euromonitor International
December 2020

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
Number of factors including higher employment, rising income boost value growth in all home categories within the Philippines in 2019
Despite more interest in task-specific, quality products, manufacturers also focus on offering pack size variety at different prices points for lower-income consumers
Multinational players continue to dominate the home care landscape in the Philippines
Players focus more on promoting the efficacy and health benefits of existing products, offering more pack sizes and widening distribution than on new launches
All home care categories are set to see higher current value CAGRs over the forecast period, especially driven by consumers with higher spending power
MARKET INDICATORS
Table 1 Households 2014-2019
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2014-2019
Table 3 Sales of Home Care by Category: % Value Growth 2014-2019
Table 4 NBO Company Shares of Home Care: % Value 2015-2019
Table 5 LBN Brand Shares of Home Care: % Value 2016-2019
Table 6 Penetration of Private Label in Home Care by Category: % Value 2014-2019
Table 7 Distribution of Home Care by Format: % Value 2014-2019
Table 8 Distribution of Home Care by Format and Category: % Value 2019
Table 9 Forecast Sales of Home Care by Category: Value 2019-2024
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2019-2024
SOURCES
Summary 1 Research Sources
HEADLINES
PROSPECTS
Besides ongoing trend towards automatic detergents, consumers show more interest in specialised products such as colour-safe laundry bleach and fabric softeners
Convenience-seeking consumers increasingly move away from bar detergents
Players increased the variety of pack sizes to meet needs of different consumers
COMPETITIVE LANDSCAPE
Multinational giants Procter & Gamble and Unilever excite the market with constant innovation accompanied by improved above- and below-the-line strategies
Domestic companies grow by expanding their presence into areas where international players have less presence
Players increasingly advertise through social media and internet retailing
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2014-2019
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2014-2019
Table 13 Sales of Laundry Care by Category: % Value Growth 2014-2019
Table 14 Sales of Laundry Aids by Category: Value 2014-2019
Table 15 Sales of Laundry Aids by Category: % Value Growth 2014-2019
Table 16 Sales of Laundry Detergents by Category: Value 2014-2019
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2014-2019
Table 18 NBO Company Shares of Laundry Care: % Value 2015-2019
Table 19 LBN Brand Shares of Laundry Care: % Value 2016-2019
Table 20 NBO Company Shares of Laundry Aids: % Value 2015-2019
Table 21 LBN Brand Shares of Laundry Aids: % Value 2016-2019
Table 22 NBO Company Shares of Laundry Detergents: % Value 2015-2019
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2016-2019
Table 24 Forecast Sales of Laundry Care by Category: Value 2019-2024
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Possession rate for automatic dishwashers is low and set to remain so, as affluent consumers tend to rely on domestic help rather than time-saving appliances
Liquid detergents offer busy consumers a more convenient solution
Marketing strategy in support of liquid formats focus on their better efficacy
COMPETITIVE LANDSCAPE
Procter & Gamble maintains dominance with Joy brand, using a particularly effective multichannel marketing approach
Other players in paste formats shift towards liquid formats, which are gaining more popularity, and focus on expanding distribution
Smaller brands find more room on shelves but have difficulty gaining traction against major multinational brands
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2014-2019
CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2014-2019
Table 28 Sales of Dishwashing by Category: % Value Growth 2014-2019
Table 29 NBO Company Shares of Dishwashing: % Value 2015-2019
Table 30 LBN Brand Shares of Dishwashing: % Value 2016-2019
Table 31 Forecast Sales of Dishwashing by Category: Value 2019-2024
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Surface care sales increase, but growth remains constrained by less frequent use and tendency of older and low-income consumers to stick with water and bleach
Bathroom cleaners benefits from increased consumer interest in task-specific products and concerted effort to educate people about hygiene and sanitation
Home care wipes and floor cleaning systems are little used and seldom found on retail shelves, as they are expensive and represent little value for money
COMPETITIVE LANDSCAPE
SC Johnson & Son maintains its leadership on the strength of Mr Muscle
Lysol has established and reinforces its reputation as a home care disinfectant that can prevent germs that cause cold and flu
Domestic player Philusa controls the bulk of drain openers and scouring agents, relying less on active marketing than on expanding its visibility in various channels
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2014-2019
Table 34 Sales of Surface Care by Category: % Value Growth 2014-2019
Table 35 NBO Company Shares of Surface Care: % Value 2015-2019
Table 36 LBN Brand Shares of Surface Care: % Value 2016-2019
Table 37 Forecast Sales of Surface Care by Category: Value 2019-2024
Table 38 Forecast Sales of Surface Care by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Bleach sales flourish despite environmental concerns and increased interest in more task-specific products
Versatility of bleach combined with low price point and wide availability account for its ongoing growth and positive growth prospects
Variety of pack sizes in main channels like sari-sari stores and supermarkets generates stable visibility for this most affordable product
COMPETITIVE LANDSCAPE
Locally manufactured Zonrox bleach brand from Green Cross maintains the dominant value share
Green Cross launches an aggressive campaign to highlight the particular efficacy of Zonrox Plus for maintaining a dengue-proof home
Wellmade joins the 2019 Brigada Eskwela event, where its Winrox Bleach is used to clean public schools for upcoming school year
CATEGORY DATA
Table 39 Sales of Bleach: Value 2014-2019
Table 40 Sales of Bleach: % Value Growth 2014-2019
Table 41 NBO Company Shares of Bleach: % Value 2015-2019
Table 42 LBN Brand Shares of Bleach: % Value 2016-2019
Table 43 Forecast Sales of Bleach: Value 2019-2024
Table 44 Forecast Sales of Bleach: % Value Growth 2019-2024
HEADLINES
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
Desire for cleaning products that are convenient to use along with higher discretionary income boosts sales of more sophisticated products like rim blocks
Lack of flushing toilets in many Filipino households could limit growth prospects
COMPETITIVE LANDSCAPE
All SC Johnson & Son toilet care brands perform well to strengthen the multinational's leadership in the category in 2019
Private label has difficulty competing against established brands in toilet liquids/foam
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
CATEGORY DATA
Table 45 Sales of Toilet Care by Category: Value 2014-2019
Table 46 Sales of Toilet Care by Category: % Value Growth 2014-2019
Table 47 NBO Company Shares of Toilet Care: % Value 2015-2019
Table 48 LBN Brand Shares of Toilet Care: % Value 2016-2019
Table 49 Forecast Sales of Toilet Care by Category: Value 2019-2024
Table 50 Forecast Sales of Toilet Care by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Floor polish benefits the most from rising number of residential properties
Rising employment rates, especially in the country's outsourcing industry, generate more demand for shoe polish
Metal polish and furniture polish see the slowest growth, but set to see higher CAGRs over the forecast period, especially if distribution improves
COMPETITIVE LANDSCAPE
SC Johnson & Son maintains its dominance in polishes with its prominent umbrella brand Pledge and with Kiwi in shoe polish
SC Johnson & Son's 2011 acquisition of Kiwi brand from Sara Lee Philippines further bolsters the strong performance of the brand
CATEGORY DATA
Table 51 Sales of Polishes by Category: Value 2014-2019
Table 52 Sales of Polishes by Category: % Value Growth 2014-2019
Table 53 NBO Company Shares of Polishes: % Value 2015-2019
Table 54 LBN Brand Shares of Polishes: % Value 2016-2019
Table 55 Forecast Sales of Polishes by Category: Value 2019-2024
Table 56 Forecast Sales of Polishes by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Rising disposable income and expanding middle class contribute to greater premiumisation in air care
Growth in the number of car sales drives higher growth for car air fresheners
Offer and availability of more affordable gel air fresheners drives growth
COMPETITIVE LANDSCAPE
Leading air care player SC Johnson & Son relies on the strength of brand recognition for Glade brand, which is ubiquitous in the Philippines
Domestic player Philusa relies solely on distribution and its affordable unit price for the success of its high-quality odour neutralisers
Procter & Gamble's Ambi-Pur competes with Glade in car air fresheners, gel air fresheners and spray/aerosol air fresheners by focusing on increasing its visibility
CATEGORY DATA
Table 57 Sales of Air Care by Category: Value 2014-2019
Table 58 Sales of Air Care by Category: % Value Growth 2014-2019
Table 59 NBO Company Shares of Air Care: % Value 2015-2019
Table 60 LBN Brand Shares of Air Care: % Value 2016-2019
Table 61 Forecast Sales of Air Care by Category: Value 2019-2024
Table 62 Forecast Sales of Air Care by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Threat of contracting mosquito-borne dengue drives sales of home insecticides
Incumbent players embark on their own campaigns to boost consumer awareness of how to use home insecticides to prevent diseases
Consumers inclined to stay with well-known brands after government seizes substandard imported coils and products offered by unregistered companies
COMPETITIVE LANDSCAPE
SC Johnson & Son maintains its lead in home insecticides thanks to strong brand recognition for Baygon, which is especially strong in spray/aerosol insecticides
Domestic players Greencoil Industries and Philusa perform well in insecticide coils and "other" home insecticides, respectively
Insecticide coils are strongest in rural areas and among low-income communities where their affordability and value for money is most appreciated
CATEGORY DATA
Table 63 Sales of Home Insecticides by Category: Value 2014-2019
Table 64 Sales of Home Insecticides by Category: % Value Growth 2014-2019
Table 65 Sales of Spray/Aerosol Insecticides by Type: % Value 2014-2019
Table 66 NBO Company Shares of Home Insecticides: % Value 2015-2019
Table 67 LBN Brand Shares of Home Insecticides: % Value 2016-2019
Table 68 Forecast Sales of Home Insecticides by Category: Value 2019-2024
Table 69 Forecast Sales of Home Insecticides by Category: % Value Growth 2019-2024

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