PROSPECTS AND OPPORTUNITIES
Scouring agents set to lose share to less abrasive products such as multi-surface cleaners
Surface care in the Philippines is set to witness solid retail volume and current value growth rates throughout the forecast period, as consumer awareness of the need for good hygiene remains high. Sales of home care wipes and floor cleaning systems are expected to remain negligible moving forward, as most consumers rely on traditional cleaning methods.
More widespread purchases through retail e-commerce
The shift towards retail e-commerce as a distribution channel was accelerated by the COVID-19 pandemic, but its growth trend continued even after the pandemic ended, and it saw particularly strong growth in 2024, driven by increasing internet penetration, a rise in smartphone usage, and a growing preference for online shopping due to convenience. The growth trend for retail e-commerce is expected to continue throughout the forecast period.
Unilever’s strategic moves to engage Gen Z and reduce plastic use
Unilever Philippines Inc has been leveraging TikTok to connect with Gen Z consumers through its Cleanipedia platform, recognising the significant spending power of this demographic, and this strategy is expected to continue in the forecast period. By creating engaging and relatable content, Cleanipedia aims to educate younger audiences about cleaning products and household tips in a format that resonates with their digital habits.
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Overview:
Understand the latest market trends and future growth opportunities for the Surface 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.
If you're in the Surface 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 Surface 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 Surface Care in Philippines?
- Which are the leading brands in Surface Care in Philippines?
- How are products distributed in Surface 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 Surface Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Surface Care in the Philippines - Category analysis
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
Home Care in the Philippines - Industry Overview
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
DISCLAIMER
The following categories and subcategories are included:
Surface Care
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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
Surface Care
This is the aggregation of multi-purpose, bathroom, oven , kitchen, window/glass, and floor cleaners, descalers, drain openers, scouring agents, household antiseptics and wipes.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Surface Care research and analysis database.
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