菲律宾家庭护理市场

菲律宾家庭护理市场规模在 2023 年表现出色，随后在 2024 年增长率有所放缓，但零售量和现以金额为准均保持增长。不过，所有类别均持续成长，且成长率没有显着差异。 2024年，产业将进入变革时期期，特征是经济压力大，企业优先考虑利润而不是市场占有率。由于通膨影响消费者支出，品牌越来越重视利润而不是市场占有率。

本报告研究了菲律宾家庭护理市场，确定了主要企业和主要品牌，并对影响市场的主要因素进行了策略分析，包括新产品开发、包装创新、经济/生活方式的影响、分销和定价问题。它还提供截至 2029 年的预测。

目录

目录及表格

执行摘要

市场指标

市场资料

免责声明

资讯来源

菲律宾衣物洗护

关键资料发现

2024 年的发展

• 婴儿和防过敏衣物洗护产品线的成长
• 对固态的依赖仍然存在，尤其是在农村地区
• 冠军品牌的扩张与小参与企业的崛起

前景与机会

• 液体清洁剂在都市区越来越受欢迎
• 可支配收入的增加使得便利性在消费者选择中变得更加重要
• 儘管奢侈品需求旺盛，但价格敏感度依然存在

类别指标

分类资料

菲律宾的洗碗机

关键资料发现

2024 年的发展

• 製造商在东京地区推出洗碗机
• 手洗与自动洗碗之间的竞争愈演愈烈
• 通货膨胀中的价格敏感性

前景与机会

• 自动清洗预计将缓慢但稳定地增长
• 在品牌饱和的世界中采用独特的行销策略
• 零售电子商务是清洗产品日益增长的分销管道

类别指标

分类资料

菲律宾外观保养

关键资料发现

2024 年的发展

• 多用途清洁剂推动外观保养持续成长
• 肌肉先生仍然是菲律宾值得信赖的品牌，重夺榜首
• FDA 法规阻碍新进入者，领先品牌占据主导地位

前景与机会

• 预计磨料的市场份额将下降，而多表面清洗磨料含量较低的产品将占据主导地位
• 零售商扩大电子商务采购
• 联合利华吸引 Z 世代并减少塑胶使用的策略性倡议

分类资料

菲律宾的漂白剂

关键资料发现

2024 年的发展

• 大包装漂白水流行起来
• Bleach 品牌专注于数位广告和合作
• Zonrox 正在使用温和、多用途的产品革新漂白剂

前景与机会

• 菲律宾人对不褪色漂白剂的认识不断提高
• 电子商务平台是推出新品牌的一种方式
• 抗菌性能和香味是主要卖点

分类资料

菲律宾的厕所清洁

关键资料发现

2024 年的发展

• 知名品牌推出油箱内置装置和轮圈垫块
• 提供低价的玩家将受益于通货膨胀
• Clorox 推出漂白厕所清洁剂

前景与机会

• 增加轮圈块和油箱内设备的介质暴露
• 新冠肺炎疫情后清洁标准将鼓励更多人入境
• 多功能厕所清洁产品的吸引力

分类资料

菲律宾磨料磨俱

关键资料发现

2024 年的发展

• 随着越来越多的公司适应不断变化的消费者需求，擦鞋业继续稳步成长
• 透过限制竞争实现磨料垄断
• 电子商务推动品牌和自有品牌的崛起

前景与机会

• 金属抛光剂仍为小众类别，但具有成长潜力
• 透过提供实惠的产品和捆绑优惠来应对通膨压力
• 利用社群媒体行销的差距

分类资料

菲律宾空气清净

关键资料发现

2024 年的发展

• 凝胶空气清新剂继续占据主导地位
• 电子空气清新剂的崛起
• 解决城市交通对汽车空气清新剂的影响

前景与机会

• 提高人们对电动扩散器的认识
• 新品牌利用电子商务趋势
• 面向注重健康的消费者的研发创新

分类资料

菲律宾的家用杀虫剂

关键资料发现

2024 年的发展

• 将行销重点转向健康意识将维持成长
• 改善进入当地市场的机会
• Baygon 专注于创新与社会意义

前景与机会

• 应对都市化和人口变化
• 解决健康风险和环境问题
• 专注于对抗多种昆虫的产品

分类资料

Home care in the Philippines maintained growth in both retail volume and current value terms in 2024, although rates of increase were lower after a year of exceptional growth in 2023. However, all categories maintained growth, with no significant differences in growth rates. The industry witnessed a transformative phase in 2024, characterised by players prioritising profits over market share amidst economic pressures. With inflation impacting consumer spending, brands increasingly focused on val...

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 2029 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

List Of Contents And Tables

EXECUTIVE SUMMARY

• Home care in 2024: The big picture
• 2024 key trends
• Competitive landscape
• Retailing developments
• What next for home care?

MARKET INDICATORS

• Table 1 Households 2019-2024

MARKET DATA

• Table 2 Sales of Home Care by Category: Value 2019-2024
• Table 3 Sales of Home Care by Category: % Value Growth 2019-2024
• Table 4 NBO Company Shares of Home Care: % Value 2020-2024
• Table 5 LBN Brand Shares of Home Care: % Value 2021-2024
• Table 6 Penetration of Private Label in Home Care by Category: % Value 2019-2024
• Table 7 Distribution of Home Care by Format: % Value 2019-2024
• Table 8 Distribution of Home Care by Format and Category: % Value 2024
• Table 9 Forecast Sales of Home Care by Category: Value 2024-2029
• Table 10 Forecast Sales of Home Care by Category: % Value Growth 2024-2029

DISCLAIMER

SOURCES

• Summary 1 Research Sources

LAUNDRY CARE IN THE PHILIPPINES

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Growth of baby and hypoallergenic laundry care product lines
• Continued reliance on bar detergents, especially in rural areas
• The expansion of the Champion brand, and the rise of smaller players

PROSPECTS AND OPPORTUNITIES

• Rising popularity of liquid detergents in urban areas
• Increased disposable incomes will drive importance of convenience in consumer choice
• Despite the desire for premium products, price sensitivity will remain

CATEGORY INDICATORS

• Table 11 Household Possession of Washing Machines 2019-2024

CATEGORY DATA

• Table 12 Sales of Laundry Care by Category: Value 2019-2024
• Table 13 Sales of Laundry Care by Category: % Value Growth 2019-2024
• Table 14 Sales of Laundry Aids by Category: Value 2019-2024
• Table 15 Sales of Laundry Aids by Category: % Value Growth 2019-2024
• Table 16 Sales of Laundry Detergents by Category: Value 2019-2024
• Table 17 Sales of Laundry Detergents by Category: % Value Growth 2019-2024
• Table 18 Sales of In-Wash Spot and Stain Removers by Type: % Value Breakdown 2019-2024
• Table 19 NBO Company Shares of Laundry Care: % Value 2020-2024
• Table 20 LBN Brand Shares of Laundry Care: % Value 2021-2024
• Table 21 NBO Company Shares of Laundry Aids: % Value 2020-2024
• Table 22 LBN Brand Shares of Laundry Aids: % Value 2021-2024
• Table 23 NBO Company Shares of Laundry Detergents: % Value 2020-2024
• Table 24 LBN Brand Shares of Laundry Detergents: % Value 2021-2024
• Table 25 Forecast Sales of Laundry Care by Category: Value 2024-2029
• Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2024-2029

DISHWASHING IN THE PHILIPPINES

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Manufacturers introduce dishwashers in metro areas
• Increased competition in both hand and automatic dishwashing
• Price sensitivity amidst inflation

PROSPECTS AND OPPORTUNITIES

• Slow but steady growth anticipated for automatic dishwashing
• Unique marketing strategies amidst brand saturation
• Retail e-commerce as a rising distribution channel for dishwashing products

CATEGORY INDICATORS

• Table 27 Household Possession of Dishwashers 2019-2024

CATEGORY DATA

• Table 28 Sales of Dishwashing by Category: Value 2019-2024
• Table 29 Sales of Dishwashing by Category: % Value Growth 2019-2024
• Table 30 NBO Company Shares of Dishwashing: % Value 2020-2024
• Table 31 LBN Brand Shares of Dishwashing: % Value 2021-2024
• Table 32 Forecast Sales of Dishwashing by Category: Value 2024-2029
• Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2024-2029

SURFACE CARE IN THE PHILIPPINES

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Surface care maintains growth, driven by multi-purpose cleaners
• Mr Muscle continues to be a trusted brand in the Philippines, and retakes the lead
• Top brands dominate, as FDA regulations hamper the entry of new players

PROSPECTS AND OPPORTUNITIES

• Scouring agents set to lose share to less abrasive products such as multi-surface cleaners
• More widespread purchases through retail e-commerce
• Unilever's strategic moves to engage Gen Z and reduce plastic use

CATEGORY DATA

• Table 34 Sales of Surface Care by Category: Value 2019-2024
• Table 35 Sales of Surface Care by Category: % Value Growth 2019-2024
• Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2019-2024
• Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2019-2024
• Table 38 NBO Company Shares of Surface Care: % Value 2020-2024
• Table 39 LBN Brand Shares of Surface Care: % Value 2021-2024
• Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2024
• Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2021-2024
• Table 42 Forecast Sales of Surface Care by Category: Value 2024-2029
• Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2024-2029

BLEACH IN THE PHILIPPINES

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Larger pack sizes gain traction in bleach
• Bleach brands focus on digital advertising and collaborations
• Zonrox innovates in bleach with gentle and multi-purpose products

PROSPECTS AND OPPORTUNITIES

• Filipinos' increased awareness of colour-safe bleaches
• E-commerce platforms a way to introduce new brands
• Antibacterial claims and fragrances as main selling points

CATEGORY DATA

• Table 44 Sales of Bleach: Value 2019-2024
• Table 45 Sales of Bleach: % Value Growth 2019-2024
• Table 46 NBO Company Shares of Bleach: % Value 2020-2024
• Table 47 LBN Brand Shares of Bleach: % Value 2021-2024
• Table 48 Forecast Sales of Bleach: Value 2024-2029
• Table 49 Forecast Sales of Bleach: % Value Growth 2024-2029

TOILET CARE IN THE PHILIPPINES

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Leading brands introduce in-cistern devices and rim blocks
• Players offering lower prices benefit from inflation
• Clorox's launch of bleach-based toilet bowl cleaner

PROSPECTS AND OPPORTUNITIES

• Increasing media exposure for rim blocks and in-cistern devices
• Post-COVID-19 cleanliness standards set to drive more entrants
• The appeal of multi-benefit toilet care products

CATEGORY DATA

• Table 50 Sales of Toilet Care by Category: Value 2019-2024
• Table 51 Sales of Toilet Care by Category: % Value Growth 2019-2024
• Table 52 NBO Company Shares of Toilet Care: % Value 2020-2024
• Table 53 LBN Brand Shares of Toilet Care: % Value 2021-2024
• Table 54 Forecast Sales of Toilet Care by Category: Value 2024-2029
• Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2024-2029

POLISHES IN THE PHILIPPINES

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Shoe polish maintains solid growth as players adapt to consumers' changing needs
• Dominating polishes through limited competition
• Rise of brands and private label via e-commerce

PROSPECTS AND OPPORTUNITIES

• Metal polishes will remain a niche category, but with growth potential
• Adapting to inflationary pressures by offering affordable products and bundle offers
• Capitalising on social media marketing gaps

CATEGORY DATA

• Table 56 Sales of Polishes by Category: Value 2019-2024
• Table 57 Sales of Polishes by Category: % Value Growth 2019-2024
• Table 58 NBO Company Shares of Polishes: % Value 2020-2024
• Table 59 LBN Brand Shares of Polishes: % Value 2021-2024
• Table 60 Forecast Sales of Polishes by Category: Value 2024-2029
• Table 61 Forecast Sales of Polishes by Category: % Value Growth 2024-2029

AIR CARE IN THE PHILIPPINES

KEY DATA FINDINGS

2024 DEVELOPMENTS

• The dominance of gel air fresheners endures
• The rise of electric air fresheners, from a low base
• Addressing the impact of urban traffic on car air fresheners

PROSPECTS AND OPPORTUNITIES

• Increasing awareness of electric diffusers
• New brands capitalise on the trend towards e-commerce
• Innovating with R&D for health-conscious consumers

CATEGORY DATA

• Table 62 Sales of Air Care by Category: Value 2019-2024
• Table 63 Sales of Air Care by Category: % Value Growth 2019-2024
• Table 64 Sales of Air Care by Fragrance: Value Ranking 2022-2024
• Table 65 NBO Company Shares of Air Care: % Value 2020-2024
• Table 66 LBN Brand Shares of Air Care: % Value 2021-2024
• Table 67 Forecast Sales of Air Care by Category: Value 2024-2029
• Table 68 Forecast Sales of Air Care by Category: % Value Growth 2024-2029

HOME INSECTICIDES IN THE PHILIPPINES

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Shifting marketing focus towards health awareness helps maintain growth
• Enhancing accessibility in provincial markets
• Baygon's innovation and focus on social relevancy

PROSPECTS AND OPPORTUNITIES

• Responding to urbanisation and changing demographics
• Addressing health risks and environmental concerns
• Emphasising products targeted to deal with multiple types of insects

CATEGORY DATA

• Table 69 Sales of Home Insecticides by Category: Value 2019-2024
• Table 70 Sales of Home Insecticides by Category: % Value Growth 2019-2024
• Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2019-2024
• Table 72 NBO Company Shares of Home Insecticides: % Value 2020-2024
• Table 73 LBN Brand Shares of Home Insecticides: % Value 2021-2024
• Table 74 Forecast Sales of Home Insecticides by Category: Value 2024-2029
• Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2024-2029