Home Care in the Philippines

HOME CARE IN THE PHILIPPINES

Euromonitor International

February 2019

LIST OF CONTENTS AND TABLES

Executive Summary

Home Care in the Philippines Continues To Present Major Opportunities

More Sophisticated Tastes Slowly Emerge Despite Focus Remaining on Basic Products

Multinational Companies Remain Dominant While Local Players Make A Strong Showing

Innovation Remains at A Minimum As Most Consumers Focus on Basic Functions

Home Care Slated for Strong Sales Growth, With the Consumer Base Set To Expand

Market Indicators

Table 1 Households 2013-2018

Market Data

Table 2 Sales of Home Care by Category: Value 2013-2018

Table 3 Sales of Home Care by Category: % Value Growth 2013-2018

Table 4 NBO Company Shares of Home Care: % Value 2014-2018

Table 5 LBN Brand Shares of Home Care: % Value 2015-2018

Table 6 Penetration of Private Label in Home Care by Category: % Value 2013-2018

Table 7 Distribution of Home Care by Format: % Value 2013-2018

Table 8 Distribution of Home Care by Format and Category: % Value 2018

Table 9 Forecast Sales of Home Care by Category: Value 2018-2023

Table 10 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

Definitions

Sources

Summary 1 Research Sources

Headlines

Prospects

Spray/aerosol Air Fresheners Set for Dynamic Growth

Car Air Fresheners Slated for A Strong Performance

Rising and Spreading Affluence Set To Support Further Growth in Air Care

Competitive Landscape

SC Johnson Maintains Its Dominance in Air Care

Philusa Corp Holds Second Position Due To the Popularity of Its Albatross Deodorizer

New Scents Remains A Major Battleground for the Leading Air Care Brands

Category Data

Table 11 Sales of Air Care by Category: Value 2013-2018

Table 12 Sales of Air Care by Category: % Value Growth 2013-2018

Table 13 Sales of Air Care by Fragrance: Value Ranking 2013-2018

Table 14 NBO Company Shares of Air Care: % Value 2014-2018

Table 15 LBN Brand Shares of Air Care: % Value 2015-2018

Table 16 Forecast Sales of Air Care by Category: Value 2018-2023

Table 17 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Headlines

Prospects

the Ubiquity of Bleach Set To Continue Supporting Sales

Shift Towards Multi-functional Products Set To Compromise Sales of Bleach

Competitive Landscape

Zonrox by Green Cross Remains the Dominant Brand in Bleach

Domestic Players To Remain Dominant

Category Data

Table 18 Sales of Bleach: Value 2013-2018

Table 19 Sales of Bleach: % Value Growth 2013-2018

Table 20 NBO Company Shares of Bleach: % Value 2014-2018

Table 21 LBN Brand Shares of Bleach: % Value 2015-2018

Table 22 Forecast Sales of Bleach: Value 2018-2023

Table 23 Forecast Sales of Bleach: % Value Growth 2018-2023

Headlines

Prospects

Automatic Dishwashers Remain Almost Unheard-of in Private Homes, Limiting Sales To Hand Dishwashing

Liquid and Paste Formats Vie for Sales in Hand Dishwashing

Marketing Campaigns Likely To Become Increasingly Important for Growing Sales

Competitive Landscape

Multinational Companies Continue To Dominate, Led by Procter & Gamble

Changes To Regulations Continue To Benefit Smaller Dishwashing Brands

Value-added Products Likely To Appeal To A Wider Audience

Category Indicators

Table 24 Household Possession of Dishwashers 2013-2018

Category Data

Table 25 Sales of Dishwashing by Category: Value 2013-2018

Table 26 Sales of Dishwashing by Category: % Value Growth 2013-2018

Table 27 NBO Company Shares of Dishwashing: % Value 2014-2018

Table 28 LBN Brand Shares of Dishwashing: % Value 2015-2018

Table 29 Forecast Sales of Dishwashing by Category: Value 2018-2023

Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Headlines

Prospects

Strong Growth Based on Rising Incomes and the Essential Status of Home Insecticides

Education Campaigns Expected To Support Sales of Home Insecticides

the Presence of Dangeous Substandard Products Sharpens Consumer Preferences

Competitive Landscape

SC Johnson & Son's Baygon Remains Heavily Dominant in Home Insecticides

Local Players Hold Their Own in A Highly Competitive Category

Companies Target Different Consumer Segments With Different Products

Category Data

Table 31 Sales of Home Insecticides by Category: Value 2013-2018

Table 32 Sales of Home Insecticides by Category: % Value Growth 2013-2018

Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018

Table 34 NBO Company Shares of Home Insecticides: % Value 2014-2018

Table 35 LBN Brand Shares of Home Insecticides: % Value 2015-2018

Table 36 Forecast Sales of Home Insecticides by Category: Value 2018-2023

Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Headlines

Prospects

Automatic Detergents Continues To Challenge Bar Detergents for Dominance in Laundry Care

Demand Slowly Shifts Towards More Sophisticated Laundry Care Products

Supermarkets and Traditional Grocery Retailers To Continue Dominating Laundry Care

Competitive Landscape

Multinational Companies and International Brands Remain in Control of the Category

Domestic Companies Hold Their Own by Targeting Less Affluent Consumers

Shift Towards Automatic Detergents Set To Dictate Competitive Landscape Trends

Category Indicators

Table 38 Household Possession of Washing Machines 2013-2018

Category Data

Table 39 Sales of Laundry Care by Category: Value 2013-2018

Table 40 Sales of Laundry Care by Category: % Value Growth 2013-2018

Table 41 Sales of Laundry Aids by Category: Value 2013-2018

Table 42 Sales of Laundry Aids by Category: % Value Growth 2013-2018

Table 43 Sales of Laundry Detergents by Category: Value 2013-2018

Table 44 Sales of Laundry Detergents by Category: % Value Growth 2013-2018

Table 45 NBO Company Shares of Laundry Care: % Value 2014-2018

Table 46 LBN Brand Shares of Laundry Care: % Value 2015-2018

Table 47 NBO Company Shares of Laundry Aids: % Value 2014-2018

Table 48 LBN Brand Shares of Laundry Aids: % Value 2015-2018

Table 49 NBO Company Shares of Laundry Detergents: % Value 2014-2018

Table 50 LBN Brand Shares of Laundry Detergents: % Value 2015-2018

Table 51 Forecast Sales of Laundry Care by Category: Value 2018-2023

Table 52 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Floor Polish To Remain the Dominant Polishes Category

Shoe Polish Set To Continue Growing in Importance

Competitive Landscape

SC Johnson & Son Remains in the Box Seat Across Polishes

Category Data

Table 53 Sales of Polishes by Category: Value 2013-2018

Table 54 Sales of Polishes by Category: % Value Growth 2013-2018

Table 55 NBO Company Shares of Polishes: % Value 2014-2018

Table 56 LBN Brand Shares of Polishes: % Value 2015-2018

Table 57 Forecast Sales of Polishes by Category: Value 2018-2023

Table 58 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Headlines

Prospects

Steady Positive Growth Expected To Be Seen During the Forecast Period

Bathroom Cleaners To Be the Big Winner Over the Forecast Period

Home Care Wipes Expected To Remain Widely Unavailable

Competitive Landscape

SC Johnson & Son Remains the Leading Player in Surface Care

SC Johnson & Son To Continue Benefiting From Ingredients Transparency Programme

Domestic Players Continue To Present Challenges To International Rivals

Category Data

Table 59 Sales of Surface Care by Category: Value 2013-2018

Table 60 Sales of Surface Care by Category: % Value Growth 2013-2018

Table 61 NBO Company Shares of Surface Care: % Value 2014-2018

Table 62 LBN Brand Shares of Surface Care: % Value 2015-2018

Table 63 Forecast Sales of Surface Care by Category: Value 2018-2023

Table 64 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Toilet Liquids/foam To Remain the Largest Category With the Most Dynamic Growth

Rising Income Levels To Support Growth in Rim Blocks and In-cistern Devices

Demographic Factors To Influence Forecast Period Growth Trends

Competitive Landscape

SC Johnson & Son Continues To Lead Toilet Care

Multinational Players Continue To Control the Largest Category of Toilet Liquids/foam

Limited Marketing Continues To Suppress Sales Growth Potential

Category Data

Table 65 Sales of Toilet Care by Category: Value 2013-2018

Table 66 Sales of Toilet Care by Category: % Value Growth 2013-2018

Table 67 NBO Company Shares of Toilet Care: % Value 2014-2018

Table 68 LBN Brand Shares of Toilet Care: % Value 2015-2018

Table 69 Forecast Sales of Toilet Care by Category: Value 2018-2023

Table 70 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023