Home Care in the Philippines

Abstract
Thanks to the country’s vaccination programme and COVID-19 containment measures fears round the pandemic finally began to subside in 2022. The Philippines also lifted its restrictions which boosted consumer confidence and supported a return to pre-pandemic work and education arrangements. This led to a period of normalisation with consumers gradually returning to their pre-pandemic habits and behaviours, albeit there remained a strong focus on health and hygiene. Despite the easing of the pandem...

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 2027 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.

Content
Home Care in the Philippines
February 2023

List Of Contents And Tables

HOME CARE IN THE PHILIPPINES
EXECUTIVE SUMMARY
Home care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2017-2022
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2017-2022
Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
Table 4 NBO Company Shares of Home Care: % Value 2018-2022
Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
Table 6 Penetration of Private Label in Home Care by Category: % Value 2017-2022
Table 7 Distribution of Home Care by Format: % Value 2017-2022
Table 8 Distribution of Home Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Home Care by Category: Value 2022-2027
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN THE PHILIPPINES
KEY DATA FINDINGS
2022 DEVELOPMENTS
Laundry care sees strong and stable growth as life returns to relative normality in 2022
Antibacterial products continue to find appeal
Procter & Gamble and Unilever continue to dominate thanks to strong investment in marketing and new product development
PROSPECTS AND OPPORTUNITIES
Consumers expected to trade up within laundry care as they go in search of greater convenience
Strong potential seen in laundry care as more homes install washing machines
Antibacterial qualities offer further opportunities for growth and development but price will remain key for many households
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2017-2022
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2017-2022
Table 13 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 14 Sales of Laundry Aids by Category: Value 2017-2022
Table 15 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 16 Sales of Laundry Detergents by Category: Value 2017-2022
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 18 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 19 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 20 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 21 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 22 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 24 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027
DISHWASHING IN THE PHILIPPINES
KEY DATA FINDINGS
2022 DEVELOPMENTS
Hand dishwashing bounces back as a multifunctional and affordable cleaning product
People still look for antibacterial products
Rise of dishwashers supporting automatic dishwashing sales
PROSPECTS AND OPPORTUNITIES
Continued demand for antibacterial products
Growth in dishwashers to support dishwashing tablets
Single-serve sachets from sari sari stores set to remain key for low-income workers
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2017-2022
Table 28 Sales of Dishwashing by Category: % Value Growth 2017-2022
Table 29 NBO Company Shares of Dishwashing: % Value 2018-2022
Table 30 LBN Brand Shares of Dishwashing: % Value 2019-2022
Table 31 Forecast Sales of Dishwashing by Category: Value 2022-2027
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027
SURFACE CARE IN THE PHILIPPINES
KEY DATA FINDINGS
2022 DEVELOPMENTS
Cleaning continue to support rise in surface care products
Bleach being used as alternative surface care cleaner
Multinational brands continue to lead
PROSPECTS AND OPPORTUNITIES
Disinfection will remain an important consideration even as COVID-19 fears subside
Multi-purpose cleaners see growing appeal among time-pressed urbanites
E-commerce to support purchases
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2017-2022
Table 34 Sales of Surface Care by Category: % Value Growth 2017-2022
Table 35 NBO Company Shares of Surface Care: % Value 2018-2022
Table 36 LBN Brand Shares of Surface Care: % Value 2019-2022
Table 37 Forecast Sales of Surface Care by Category: Value 2022-2027
Table 38 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027
BLEACH IN THE PHILIPPINES
KEY DATA FINDINGS
2022 DEVELOPMENTS
Bleach remains a popular choice for sanitation thanks to its multifunctionality and affordability
Zonrox retains dominance thanks to strong marketing message and brand loyalty
High inflation favours bleach
PROSPECTS AND OPPORTUNITIES
Bleach will continue to remain popular for sanitation and multi-purpose use
Zonrox unlikely to be knocked off its perch
Sari sari stores to continue stocking single use or smaller size versions
CATEGORY DATA
Table 39 Sales of Bleach: Value 2017-2022
Table 40 Sales of Bleach: % Value Growth 2017-2022
Table 41 NBO Company Shares of Bleach: % Value 2018-2022
Table 42 LBN Brand Shares of Bleach: % Value 2019-2022
Table 43 Forecast Sales of Bleach: Value 2022-2027
Table 44 Forecast Sales of Bleach: % Value Growth 2022-2027
TOILET CARE IN THE PHILIPPINES
KEY DATA FINDINGS
2022 DEVELOPMENTS
Toilet care continues to see steady growth in 2022
SC Johnson continues to dominate backed by strong investment in marketing and distribution
Price pressures limit demand for rim blocks
PROSPECTS AND OPPORTUNITIES
Toilet liquids/foam likely to remain popular
In-cistern devices set to continue its recovery
Innovation could be key in adding value to toilet care
CATEGORY DATA
Table 45 Sales of Toilet Care by Category: Value 2017-2022
Table 46 Sales of Toilet Care by Category: % Value Growth 2017-2022
Table 47 NBO Company Shares of Toilet Care: % Value 2018-2022
Table 48 LBN Brand Shares of Toilet Care: % Value 2019-2022
Table 49 Forecast Sales of Toilet Care by Category: Value 2022-2027
Table 50 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027
POLISHES IN THE PHILIPPINES
KEY DATA FINDINGS
2022 DEVELOPMENTS
Will continue to be considered non-essential
SC Johnson dominates with well-known brand portfolio
Shoe polish shines as schools finally reopen after two years while employees return to the workplace
PROSPECTS AND OPPORTUNITIES
Shoe polish has modest growth projections
Rising incomes could increase demand for furniture polish, but floor polish will remain key to category growth
E-commerce should see some development in polishes as players look to expand their reach
CATEGORY DATA
Table 51 Sales of Polishes by Category: Value 2017-2022
Table 52 Sales of Polishes by Category: % Value Growth 2017-2022
Table 53 NBO Company Shares of Polishes: % Value 2018-2022
Table 54 LBN Brand Shares of Polishes: % Value 2019-2022
Table 55 Forecast Sales of Polishes by Category: Value 2022-2027
Table 56 Forecast Sales of Polishes by Category: % Value Growth 2022-2027
AIR CARE IN THE PHILIPPINES
KEY DATA FINDINGS
2022 DEVELOPMENTS
Air care continues to flourish as the Philippines climbs out of the pandemic
SC Johnson & Son retains stronghold thanks to ongoing investment in new product development and marketing
A return to more active lifestyles boosts demand for car air fresheners
PROSPECTS AND OPPORTUNITIES
Good hygiene and antibacterial claims likely to trigger demand for air care
Mixed results predicted within air care with spray/aerosol air fresheners set for the strongest growth
Consumers could make greater demands as health and environmental concerns grow
CATEGORY DATA
Table 57 Sales of Air Care by Category: Value 2017-2022
Table 58 Sales of Air Care by Category: % Value Growth 2017-2022
Table 59 Sales of Air Care by Fragrance: Value Ranking 2020-2022
Table 60 NBO Company Shares of Air Care: % Value 2018-2022
Table 61 LBN Brand Shares of Air Care: % Value 2019-2022
Table 62 Forecast Sales of Air Care by Category: Value 2022-2027
Table 63 Forecast Sales of Air Care by Category: % Value Growth 2022-2027
HOME INSECTICIDES IN THE PHILIPPINES
KEY DATA FINDINGS
2022 DEVELOPMENTS
Rising dengue cases to support anti mosquito products
Shift away from coils
Baygon remains the go-to name in home insecticides backed my strong marketing and promotions
PROSPECTS AND OPPORTUNITIES
Spray/aerosol insecticides likely to continue cannibalising sales of insecticide coils thanks to safer image
Continued dengue threat to support demand
SC Johnson & Son will remain key to the growth and development of home insecticides
CATEGORY DATA
Table 64 Sales of Home Insecticides by Category: Value 2017-2022
Table 65 Sales of Home Insecticides by Category: % Value Growth 2017-2022
Table 66 Sales of Spray/Aerosol Insecticides by Type: % Value 2017-2022
Table 67 NBO Company Shares of Home Insecticides: % Value 2018-2022
Table 68 LBN Brand Shares of Home Insecticides: % Value 2019-2022
Table 69 Forecast Sales of Home Insecticides by Category: Value 2022-2027
Table 70 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027