Home care in 2024: The big picture
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.
2024 key trends
One significant trend in home care is the increasing demand for eco-friendly products. As consumers become more conscious of their environmental impact, brands are responding by developing sustainable formulations and packaging solutions.
Competitive landscape
The competitive landscape in home care in the Philippines remained relatively consolidated in 2024, with the top four players accounting for two thirds of retail value sales. Procter & Gamble Philippines Inc continued to assert its leadership in overall home care, thanks to holding the top position in the largest category, laundry care, as well as dishwashing.
Retailing developments
Many consumers in the Philippines still prefer to shop for home care products in small local grocers (sari sari stores), which continued to account for the highest share of value sales in 2024. These stores benefit from their convenience due to proximity, whilst they also typically sell single-sachet products and small pack sizes, which are more affordable for those with financial constraints.
What next for home care?
Looking ahead, home care in the Philippines is poised for substantial, accelerating growth in both retail volume and current value terms, with increases anticipated across the board, driven by several key factors. Apart from the expectation that the rising population and urbanisation will contribute to growth, disposable incomes are anticipated to continue to rise, and consumers are therefore likely to increasingly seek premium home care solutions that offer both quality and convenience.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care industry in Philippines with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Air Care
- Bleach
- Dishwashing
- Home Insecticides
- Laundry Care
- Polishes
- Surface Care
- Toilet Care
If you're in the Home Care industry in Philippines, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Home Care in Philippines report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Home Care in Philippines?
- Which are the leading brands in Home Care in Philippines?
- How are products distributed in Home Care in Philippines?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Home Care in the Philippines
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
DISCLAIMER
Air Care in the Philippines
KEY DATA FINDINGS
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
Increasing awareness of electric diffusers
New brands capitalise on the trend towards e-commerce
Innovating with R&D for health-conscious consumers
Bleach in the Philippines
KEY DATA FINDINGS
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
Filipinos’ increased awareness of colour-safe bleaches
E-commerce platforms a way to introduce new brands
Antibacterial claims and fragrances as main selling points
Dishwashing in the Philippines
KEY DATA FINDINGS
Manufacturers introduce dishwashers in metro areas
Increased competition in both hand and automatic dishwashing
Price sensitivity amidst inflation
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
Home Insecticides in the Philippines
KEY DATA FINDINGS
Shifting marketing focus towards health awareness helps maintain growth
Enhancing accessibility in provincial markets
Baygon’s innovation and focus on social relevancy
Responding to urbanisation and changing demographics
Addressing health risks and environmental concerns
Emphasising products targeted to deal with multiple types of insects
Laundry Care in the Philippines
KEY DATA FINDINGS
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
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
Polishes in the Philippines
KEY DATA FINDINGS
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
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
Surface Care in the Philippines
KEY DATA FINDINGS
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
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
Toilet Care in the Philippines
KEY DATA FINDINGS
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
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
The following categories and subcategories are included:
Home Care
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
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- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
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- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
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- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
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- Foggers/Bombs
- In-Home Insect Repellents
- Moth Proofers
- Other Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
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- Colour Safe Laundry Bleach
- Fabric Fresheners
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- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
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- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
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- Standard Powder Detergents
- Concentrated Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Standard Liquid Detergents
- Concentrated Liquid Detergents
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- Standard Powder Detergents
- Standard Liquid Detergents
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- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
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This report originates from Passport, our Home Care research and analysis database.
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