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Medium Term Outlook Remains Rosy for Beauty and Personal Care
Heightened consumer awareness, bright economic prospects and smaller packaging sizes are all set to contribute to the rosy prospects for beauty and personal care in the Philippines during the forecast period. With these factors now firmly in place, manufacturers are will find it easier to promote their brands and boost penetration of their products, leading to a wider consumer base for beauty and personal care. Lower and middle income Philippine consumers will remain to the fastest growing consumer segments over the medium term.
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in which per capita consumption is not expected to rise. Rather than focusing on increasing volume sales, manufacturers of premium brands will instead leverage on their ability to offer improved and more technologically advanced products, which will allow producers to charge higher retail prices.
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which are students who have limited disposable income. Thus, the fate of these newly launched brands will depend largely on the ability of manufacturers to obtain the loyalty and ongoing patronage of younger consumers through strategic moves aimed at engendering loyalty. Sustaining interest in specific brands will be one of the greatest challenges faced by beauty and personal care manufacturers in the medium term. As regular switching of products and brands is likely to occur among these younger consumers, manufacturers should also focus on safeguarding their value shares from prospective new entrants. The move towards establishing greater demand for beauty and personal care products among younger consumer demographics represents a concerted effort towards creating a more segmented market whereby customers can be targeted and served more specifically. As part of this move, companies are required to improve differentiation strategies in order to set their products apart from more generic family oriented products and general purpose brands. Moreover, products aimed at younger consumers will have to be specifically developed so as to cater to the specific needs of younger consumers. For instance, products will need to be gentle enough for the more sensitive skin of younger consumers.
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switching is also facilitated by below-the-line promotions which require customers to swap empty bottles of their current favourite brand for others. Generally, below-the-line promotions complement above-the-line advertising campaigns, although the impact of below-the-line promotions in the Philippines has largely been limited to Metro Manila, where the majority of these activities are conducted. Although these below-the-line campaigns have so far stimulated sales during the life of the promotion itself, there remains no firms guarantee that these below-the-line promotions engender any long-term loyalty among consumers. The emergence of a more discriminating class of mass consumer in the Philippines will place increasing pressure on companies to launch more below-the-line promotional campaigns which are geared towards more specific consumer segments. Although the mass media will continue to play an important role in raising consumer awareness of new products, more concerted efforts to secure the ongoing patronage of consumers will need to be conducted beyond the limits of more traditional tri-media advertising campaigns. It is expected that beauty and personal care companies will continue to focus on identifying the interests of their target consumers, organising activities aimed at bringing them together whilst promoting the benefits of using their products. It is expected that the majority of these promotional activities will focus on healthy living as the concepts of health and beauty continue to converge in the Philippines. Although charitable works and good causes will remain a key concern of many beauty and personal care manufacturers in the Philippines, there is no evidence that pursuing these aims will increase a brands profile over the medium term. Partnerships among different business entities which cater to the same consumer groups will continue to be taken advantage of by beauty and personal care manufacturers which seek to leverage upon the strengths of their partner organisations. Future Impact Ongoing below-the-line promotional activities will continue to lead to more targeted marketing efforts, which will help beauty and personal care companies to disseminate their marketing messages more directly to the audiences for which they are intended. This will allow manufacturers to more accurately identify their target consumers and craft special marketing activities in order to capture demand. This will in turn allow these companies to create superior brand identities and engender stronger brand equity. Translating directly into sales of products, below-the-line promotions offer manufacturers higher returns on the initial campaign outlay than traditional advertising. If properly implemented, below-the-line activities have the potential to trigger more intense rivalry among key players as each company attempts to encourage brand switching and trial purchases. The potential of below-the-line activities will be boosted if campaigns are conducted on a nationwide scale. Beauty and personal car companies should be encouraged to encompass the Philippines key provinces and cities in their below-the-line campaigns so as to craft strategies which are unique to the promotional needs of their specific brands.
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Current Impact The increasing use of social networking websites in the Philippines is proving to be very beneficial for beauty and personal care manufacturers and brands, especially for those brands which target younger consumers and middle aged consumers, the most frequent visitors to social networking websites. More popular brands have very strong followings on social networking websites, allowing improved opportunities to disseminate information among Filipino consumers. The mens grooming brand Axe has approximately 250,000 fans for its Facebook page, while LOreal currently has 180,000 followers on Facebook. Social networking websites have allowed LOreal to interact directly with their consumers. Direct interaction includes answering questions on product features, offering recommendations on issues of concern in beauty and personal care as well as undertaking promotional and marketing activities. Announcements of promotional activities through social networking have so far been very efficient as messages are posted in real time. Finally, all of these listed benefits of social networking websites are available without the high costs which can be incurred through the development of more traditional advertising campaigns. However, it should also be noted that not all beauty and personal care brands have been as successful in capturing followings through social networking media. Premium brands such as Estee Lauder and Clinique have fewer than 1,000 followers on Facebook, a clear indication of the small bases of online customers that these premium brands have. Outlook In the medium term, it is expected that the number of Filipinos joining social networks will continue to balloon due to the expectations of higher rates of computer ownership and higher numbers of broadband internet subscribers in the Philippines during the forecast period and beyond. The frequency of visits to social networking websites will be further stimulated by the availability of mobile internet and increases in smart phone users in the Philippines. Facebook is expected to remain as the leading social networking site in the Philippines throughout the forecast period. As the success of mass market brands on social networking websites is set to continue, it is projected that more promotional activities will be conducted through Facebook. Aside from personal fan pages, companies are also poised to dedicate separate pages for single promotions as they are launched. This trend is perfectly exemplified by Pantenes I Commit to Change promotion of Facebook and Sunsilk Hair Experts. The possibility of using social networking websites for product reviews and product suggestions is also not far off as many Filipino consumers have the opportunity to communicate directly with manufacturers through social networking media. Future Impact Social networking will inevitably become an integral part of the marketing efforts of beauty and personal care manufacturers, especially those companies which are involved in marketing mass brands. Moreover, Facebook fan pages are poised to become the principal channel for communication between beauty and personal care companies and younger consumers. Facebook fan bases are a ready-made audience for companies seeking to disseminate marketing messages; However, manufacturers will need to be able to use the consumer information offered by social networking so as to further understand their target audiences and also the aims of their competitors. At present, the maintenance of a Facebook page entails a relatively low cost; however, in the medium term, companies should consider these promotional activities as an extension of more traditional forms of marketing and also as part of their ongoing customer service efforts as consumers begin to ask directly about product recommendations and discuss complaints with page administrators. As fan bases increase, the possibility of more consumers voicing both positive and negative concerns about products through social media will also increase and companies should be ready to address each of these concerns appropriately. Social networking websites will remain a less prevalent marketing tool for premium beauty and personal care brands and the use of social networking may even be seen as not particularly beneficial for some of these brands. It should be noted that high-end beauty and personal care consumers tend to value the exclusivity of premium products; clearly, opening up a public social networking page for these premium brands has the potential to dilute this high-end brand equity.
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Euromonitor International
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During the forecast period, the rising concerns about the effects of aging on the skin will possibly lead to younger consumers opting to use anti-aging beauty and personal care products. Typically marketed to consumers over the age of 30, the affordability of these brands is motivating customers between the ages of 20 and 30 to sample anti-aging products. The adage that prevention is better is cure is increasingly being adopted to justify the use of anti-aging beauty and personal care products by the young as increasingly younger female consumers are using anti-aging products in order to prevent the onset of wrinkles and age spots.
MARKET DATA
Table 1 Ps million 2005 Baby Care Bath and Shower Colour Cosmetics Deodorants Depilatories Fragrances Hair Care Men's Grooming Oral Care Oral Care excl Power Toothbrushes Skin Care Sun Care Sets/Kits Premium Cosmetics Mass Cosmetics Beauty and Personal Care
Source: Notes:
2006 5,191.2 10,194.3 3,945.3 4,866.4 131.7 6,185.5 23,414.3 4,064.8 18,487.6 18,405.3 21,265.2 176.9 449.1 5,360.1 70,328.1 96,785.7
2007 5,532.1 10,540.6 4,355.5 5,441.4 143.7 6,741.0 24,300.5 4,249.6 18,924.3 18,840.0 22,646.2 187.9 471.5 5,689.1 74,527.8 101,841.5
2008 5,868.2 10,798.3 4,930.5 5,982.7 156.2 7,115.8 25,866.1 4,435.3 19,352.6 19,265.9 24,055.4 197.0 492.7 5,914.1 79,392.7 107,448.9
2009 6,199.5 10,960.2 5,373.3 6,267.1 166.2 7,281.6 27,159.4 4,634.1 17,566.6 17,477.5 25,618.0 201.9 510.0 6,233.6 83,337.4 110,003.7
2010 6,484.8 11,316.8 5,753.7 6,136.7 174.2 7,648.1 28,848.7 4,928.8 18,240.0 18,148.6 28,452.8 208.9 530.4 6,695.0 88,685.9 116,558.1
4,908.6 9,528.7 3,591.6 4,536.6 117.8 5,943.8 21,761.3 3,843.5 17,601.7 17,521.9 19,244.3 167.3 433.9 4,980.0 65,136.3 90,241.3
Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Premium cosmetic sales are additionally included within baby care, bath and shower, colour cosmetics, deodorants, fragrances, hair care, sets/kits, skin care and sun care Sum of categories is greater than market size because the four mens toiletries categories are included in mens grooming as well as in bath and shower, deodorants, hair care and skin care
Table 2
% current value growth 2009/10 Baby Care Bath and Shower Colour Cosmetics Deodorants Depilatories Fragrances Hair Care Men's Grooming Oral Care Oral Care excl Power Toothbrushes Skin Care Sun Care Sets/Kits Premium Cosmetics Mass Cosmetics Beauty and Personal Care
Source:
2005-10 CAGR 5.7 3.5 9.9 6.2 8.1 5.2 5.8 5.1 0.7 0.7 8.1 4.5 4.1 6.1 6.4 5.3
2005/10 TOTAL 32.1 18.8 60.2 35.3 47.9 28.7 32.6 28.2 3.6 3.6 47.9 24.9 22.2 34.4 36.2 29.2
4.6 3.3 7.1 -2.1 4.9 5.0 6.2 6.4 3.8 3.8 11.1 3.5 4.0 7.4 6.4 6.0
Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources
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Notes:
Premium cosmetic sales are additionally included within baby care, bath and shower, colour cosmetics, deodorants, fragrances, hair care, sets/kits, skin care and sun care Sum of categories is greater than market size because the four mens toiletries categories are included in mens grooming as well as in bath and shower, deodorants, hair care and skin care
Table 3 Ps million
2005 Premium Baby Care Premium Bath and Shower Premium Colour Cosmetics Premium Deodorants Premium Fragrances Premium Hair Care Premium Skin Care Premium Sun Care Premium Sets/Kits Premium Cosmetics
Source: Note:
2006 101.7 131.9 335.4 63.3 2,284.3 320.8 2,095.1 1.2 26.5 5,360.1
2007 119.3 142.1 283.1 70.7 2,374.4 337.6 2,333.3 1.3 27.3 5,689.1
2008 115.1 158.7 310.6 71.8 2,454.0 335.7 2,438.7 1.4 28.1 5,914.1
2009 109.4 164.9 335.8 72.7 2,555.6 324.8 2,640.4 1.4 28.6 6,233.6
2010 111.3 171.6 356.7 68.7 2,665.9 360.0 2,930.0 1.4 29.4 6,695.0
96.2 115.8 269.4 45.4 2,172.5 299.9 1,953.3 1.0 26.5 4,980.0
Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Premium cosmetic sales are additionally included within baby care, bath and shower, colour cosmetics, deodorants, fragrances, hair care, sets/kits, skin care and sun care
Table 4
% current value growth 2009/10 Premium Baby Care Premium Bath and Shower Premium Colour Cosmetics Premium Deodorants Premium Fragrances Premium Hair Care Premium Skin Care Premium Sun Care Premium Sets/Kits Premium Cosmetics
Source: Note:
2005-10 CAGR 2.9 8.2 5.8 8.7 4.2 3.7 8.4 7.5 2.1 6.1
2005/10 TOTAL 15.6 48.1 32.4 51.5 22.7 20.0 50.0 43.6 11.2 34.4
1.7 4.0 6.2 -5.5 4.3 10.8 11.0 3.5 3.1 7.4
Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Premium cosmetic sales are additionally included within baby care, bath and shower, colour cosmetics, deodorants, fragrances, hair care, sets/kits, skin care and sun care
Unilever Philippines Inc Colgate-Palmolive Philippines Inc Avon Cosmetics Inc Procter & Gamble Philippines Inc Johnson & Johnson (Philippines) Inc Splash Corp Sara Lee Philippines Inc Beiersdorf AG
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Oral-B Laboratories Philippines Inc L'Oral Philippines Inc Tupperware Brands Corp Lamoiyan Corp Este Lauder Cos Inc Ever Bilena Cosmetics Inc GlaxoSmithKline Philippines Inc Green Cross Inc Rogemson Co Inc, The Sanofi-Aventis Philippines Inc Dermpharma Inc Mary Kay Philippines Inc JVS Worldwide Inc Kao Brands Co Other Private Label Inovitelle Inc Fine Beauty Care Co Inc HBC Inc Suyen Corp Amway Philippines LLC Elizabeth Arden Inc Davidoff Parfums Henkel Philippines Inc Mandom Philippines Corp Lacoste SA St Ives SA, Laboratoires Trinidad Cosmetics Laboratories Inc Nu Skin Enterprises Philippines Inc Kino Consumer Philippines Inc Zest-O Corp Fuller Life Direct Selling Philippines, Inc Bico Co Pfizer Philippines Inc Others Total
Source:
2.7 1.5 1.1 1.0 0.5 1.0 0.6 0.7 0.5 0.7 0.5 0.6 0.5 0.2 0.4 0.8 0.4 0.3 0.2 0.3 0.2 0.3 0.2 0.2 0.2 0.3 0.1 0.2 0.3 1.7 0.2 0.4 19.9 100.0
2.6 1.5 1.3 1.0 0.5 0.8 0.6 0.7 0.6 0.6 0.5 0.5 0.4 0.3 0.4 0.6 0.4 0.3 0.2 0.2 0.2 0.3 0.2 0.2 0.2 0.3 0.1 0.2 0.3 1.8 0.2 18.6 100.0
2.5 1.7 1.9 1.0 0.8 0.7 0.6 0.6 0.6 0.6 0.5 0.5 0.5 0.4 0.4 0.4 0.4 0.4 0.3 0.2 0.2 0.2 0.2 0.2 0.2 0.3 0.1 0.2 0.3 1.7 0.2 16.4 100.0
2.4 1.9 1.6 1.1 0.9 0.7 0.7 0.6 0.6 0.6 0.5 0.5 0.5 0.4 0.4 0.4 0.4 0.4 0.3 0.3 0.3 0.2 0.3 0.2 0.2 0.3 0.2 0.2 0.2 1.8 0.2 16.1 100.0
2.3 1.9 1.6 1.6 1.1 1.0 0.7 0.7 0.6 0.6 0.6 0.5 0.5 0.5 0.4 0.4 0.4 0.4 0.4 0.3 0.3 0.3 0.3 0.3 0.2 0.2 0.2 0.2 0.2 0.2 0.2 0.2 15.4 100.0
Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources
2006 16.2 14.0 12.3 7.8 6.7 3.5 3.6 1.6 2.4 1.1 1.1 0.5 1.1 0.7
2007 16.6 13.2 12.2 9.1 6.3 3.7 3.6 1.9 2.3 1.3 1.1 0.5 1.1 0.8
2008 17.5 12.9 11.8 9.7 6.1 3.7 3.5 2.4 2.5 1.9 1.1 0.8 1.1 0.8
2009 17.5 12.9 10.8 10.4 6.3 3.8 3.4 2.7 2.6 1.6 1.2 0.9 1.1 0.9
2010 17.4 12.7 11.0 10.6 6.2 3.9 3.5 3.0 2.7 1.6 1.2 1.1 1.0 0.9
Unilever Group Procter & Gamble Co, The Colgate-Palmolive Co Avon Products Inc Johnson & Johnson Inc Sara Lee Corp Splash Corp Beiersdorf AG L'Oral Groupe Lamoiyan Corp Este Lauder Cos Inc Ever Bilena Cosmetics Inc Tupperware Brands Corp Lornamead Group
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GlaxoSmithKline Plc Green Cross Inc Rogemson Co Inc, The Sanofi-Aventis Kao Corp Mary Kay Inc Coty Inc Inovitelle Inc HBC Inc Suyen Corp Henkel AG & Co KGaA Amway Corp Elizabeth Arden Inc VBP Group Dermpharma Inc Mandom Corp Alberto-Culver Co Trinidad Cosmetics Laboratories Inc Nu Skin Enterprises Inc Kino Sentra Industrindo PT Zest-O Corp Hoyu Co Ltd Revlon Inc TVP Dental Brush Corp Mercury Drug Corp Shiseido Co Ltd Private Label Others Total
Source:
1.0 0.6 0.7 0.5 0.5 0.5 0.5 0.4 0.4 0.3 0.5 0.2 0.3 0.3 0.4 0.2 0.3 0.3 0.1 0.2 0.3 0.2 0.2 0.1 0.1 0.1 0.2 18.3 100.0
0.8 0.6 0.7 0.5 0.5 0.5 0.5 0.4 0.4 0.3 0.4 0.2 0.2 0.3 0.3 0.2 0.2 0.3 0.1 0.2 0.3 0.2 0.2 0.1 0.1 0.1 0.3 17.1 100.0
0.8 0.6 0.6 0.6 0.6 0.5 0.5 0.4 0.4 0.4 0.3 0.3 0.2 0.3 0.3 0.2 0.2 0.3 0.1 0.2 0.3 0.2 0.2 0.2 0.1 0.1 0.4 14.9 100.0
0.8 0.7 0.6 0.6 0.6 0.5 0.5 0.4 0.4 0.4 0.3 0.3 0.3 0.3 0.3 0.3 0.2 0.3 0.2 0.2 0.2 0.2 0.2 0.2 0.1 0.1 0.4 14.5 100.0
0.8 0.7 0.6 0.6 0.6 0.5 0.5 0.4 0.4 0.4 0.3 0.3 0.3 0.3 0.3 0.3 0.2 0.2 0.2 0.2 0.2 0.2 0.2 0.2 0.1 0.1 0.4 13.8 100.0
Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources
Company Johnson & Johnson (Philippines) Inc Unilever Philippines Inc Avon Cosmetics Inc Colgate-Palmolive Philippines Inc Unilever Philippines Inc Unilever Philippines Inc Oral-B Laboratories Philippines Inc Sara Lee Philippines Inc Unilever Philippines Inc Colgate-Palmolive Philippines Inc Procter & Gamble Philippines Inc Colgate-Palmolive Philippines Inc Procter & Gamble Philippines Inc Avon Cosmetics Inc Beiersdorf AG Lamoiyan Corp Unilever Philippines Inc Unilever Philippines Inc
2007 4.2 3.9 3.8 1.6 2.7 2.0 2.6 2.2 3.1 2.6 1.9 1.7 1.5 1.0 0.8 1.1 1.2 1.2
2008 4.1 3.9 4.0 1.5 2.8 2.5 2.5 2.2 2.6 2.4 1.9 1.8 1.5 1.2 1.0 1.7 1.4 1.3
2009 4.3 4.1 4.1 2.9 2.9 2.6 2.4 2.2 2.0 1.9 1.9 1.8 1.6 1.4 1.1 1.4 1.3 1.3
2010 4.2 4.1 4.0 3.1 3.1 2.6 2.3 2.3 1.9 1.9 1.9 1.8 1.6 1.6 1.5 1.5 1.2 1.1
Cream Silk Avon Palmolive Naturals Pond's Sunsilk Braun Oral-B Eskinol Close-Up Colgate Fresh Confidence Safeguard Colgate Pantene Avon Skin So Soft Nivea Body Hapee Vaseline Rexona
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SkinWhite Head & Shoulders Olay Clear Maxi-Peel Finesse L'Oral Studio Line Rejoice Avon Sweet Honesty Gillette Rubie Vaseline Intensive Care Dove Nizoral Zwitsal Gillette Rubie II Lactacyd Ever Bilena Clinique Avon Moisture Therapy Bambini The Body Shop Jergens Zwitsal Others Total
Source:
Splash Corp Procter & Gamble Philippines Inc Procter & Gamble Philippines Inc Unilever Philippines Inc Splash Corp Unilever Philippines Inc L'Oral Philippines Inc Procter & Gamble Philippines Inc Avon Cosmetics Inc Procter & Gamble Philippines Inc Unilever Philippines Inc Unilever Philippines Inc Johnson & Johnson (Philippines) Inc Tupperware Brands Corp Procter & Gamble Philippines Inc Sanofi-Aventis Philippines Inc Ever Bilena Cosmetics Inc Este Lauder Cos Inc Avon Cosmetics Inc Rogemson Co Inc, The JVS Worldwide Inc Kao Brands Co Fuller Life Direct Selling Philippines, Inc
1.1 1.1 0.9 0.3 1.0 0.8 0.7 0.9 0.7 0.8 0.7 0.7 0.8 0.7 0.5 0.3 0.5 0.4 0.5 0.5 0.4 0.6 46.3 100.0
1.1 1.0 1.1 0.9 1.0 0.8 0.8 0.8 0.7 0.7 0.7 0.7 0.7 0.6 0.6 0.5 0.5 0.4 0.5 0.5 0.5 0.6 44.1 100.0
1.1 1.1 1.0 1.0 1.0 0.9 0.9 0.8 0.8 0.8 0.7 0.7 0.7 0.6 0.6 0.6 0.5 0.5 0.5 0.5 0.5 0.6 42.5 100.0
1.1 1.1 1.1 1.0 1.0 0.9 0.9 0.8 0.8 0.7 0.7 0.7 0.6 0.6 0.6 0.6 0.6 0.5 0.5 0.5 0.5 0.5 42.1 100.0
Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources
2005 Beauty and Personal Care Bath and Shower Fragrances Hair Care Men's Grooming Mass Cosmetics
Source:
Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources
2005 Store-Based Retailing Grocery Retailers Discounters Small Grocery Retailers Convenience Stores Forecourt Retailers 85.1 52.8 0.0 7.2 1.2 0.0
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Independent Small Grocers Supermarkets/Hypermarkets Other Grocery Retailers Non-Grocery Retailers Health and Beauty Retailers Beauty Specialist Retailers Chemists/Pharmacies Parapharmacies/Drugstores Other Health and Beauty Retailers Mixed Retailers Department Stores Mass Merchandisers Variety Stores Warehouse Clubs Outdoor Markets Other Non-Grocery Retailers Non-Store Retailing Direct Selling Homeshopping Internet Retailing Vending Total
Source:
6.0 21.3 24.4 32.3 16.9 2.9 3.5 10.4 0.2 14.2 14.2 0.0 0.0 0.0 0.9 0.2 14.9 14.8 0.0 0.1 0.0 100.0
5.5 21.8 23.7 32.7 17.9 3.0 3.8 10.8 0.2 14.0 14.0 0.0 0.0 0.0 0.7 0.2 15.1 15.0 0.0 0.1 0.0 100.0
5.4 21.9 23.1 32.6 17.9 3.0 3.8 10.8 0.3 13.9 13.9 0.0 0.0 0.0 0.6 0.2 15.8 15.7 0.0 0.1 0.0 100.0
5.3 22.1 22.4 32.4 18.0 3.0 3.9 10.9 0.2 13.7 13.7 0.0 0.0 0.0 0.4 0.2 16.6 16.5 0.0 0.1 0.0 100.0
5.1 22.0 22.3 32.0 17.9 3.0 3.9 10.9 0.2 13.5 13.5 0.0 0.0 0.0 0.4 0.2 17.3 17.2 0.0 0.1 0.0 100.0
5.0 22.1 21.9 32.0 18.0 2.9 3.9 11.0 0.2 13.5 13.5 0.0 0.0 0.0 0.4 0.1 17.7 17.6 0.0 0.1 0.0 100.0
Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources
Table 10
Sales of Beauty and Personal Care by Category and by Distribution Format: % Analysis 2010
% retail value rsp BC Store-Based Retailing Grocery Retailers Discounters Small Grocery Retailers Convenience Stores Forecourt Retailers Independent Small Grocers Supermarkets/Hypermarkets Other Grocery Retailers Non-Grocery Retailers Health and Beauty Retailers Beauty Specialist Retailers Chemists/Pharmacies Parapharmacies/Drugstores Other Health and Beauty Retailers Mixed Retailers Department Stores Mass Merchandisers Variety Stores Warehouse Clubs Outdoor Markets Other Non-Grocery Retailers Non-Store Retailing Direct Selling Homeshopping 63.2 36.3 0.0 12.2 5.3 0.0 6.9 21.3 2.8 26.9 13.8 3.5 4.2 6.2 0.0 13.1 13.1 0.0 0.0 0.0 0.0 0.0 36.8 36.8 0.0 BS 93.1 62.1 0.0 8.5 0.6 0.4 7.5 21.5 32.1 30.9 22.6 3.0 5.1 14.5 0.0 7.2 7.2 0.0 0.0 0.0 1.1 0.0 6.9 6.8 0.0 CC 33.4 5.9 0.0 1.3 0.9 0.0 0.5 4.6 0.0 27.4 11.7 8.1 0.0 3.6 0.0 15.7 15.7 0.0 0.0 0.0 0.0 0.0 66.6 66.5 0.0 D 69.4 42.6 0.0 8.0 3.3 0.0 4.7 28.0 6.6 26.8 13.7 5.3 0.0 8.4 0.0 13.0 13.0 0.0 0.0 0.0 0.1 0.0 30.6 30.6 0.0 DP 99.1 60.7 0.0 7.6 4.4 0.0 3.2 23.7 29.5 38.4 19.3 6.0 2.6 10.7 0.0 17.8 17.8 0.0 0.0 0.0 1.3 0.0 0.9 0.9 0.0 F 50.5 9.4 0.0 0.9 0.7 0.0 0.2 8.0 0.5 41.1 6.8 6.8 0.0 0.0 0.0 32.5 32.5 0.0 0.0 0.0 0.0 1.8 49.5 48.5 0.0
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0.1 0.0 100.0 MG 85.9 52.3 0.0 8.3 2.9 0.0 5.3 22.7 21.4 33.6 17.5 7.1 0.7 9.6 0.0 14.9 14.9 0.0 0.0 0.0 1.2 0.0 14.1 14.1 0.0 0.0 0.0 100.0
0.1 0.0 100.0 OC 99.9 70.3 0.0 8.4 0.0 0.0 8.4 21.6 40.3 29.6 16.4 1.3 4.9 10.2 0.0 12.8 12.8 0.0 0.0 0.0 0.3 0.2 0.1 0.1 0.0 0.0 0.0 100.0
0.0 0.0 100.0 SC 74.8 40.9 0.0 2.3 2.0 0.0 0.4 27.2 11.3 33.9 18.0 2.3 4.8 10.9 0.0 15.8 15.8 0.0 0.0 0.0 0.1 0.0 25.2 25.0 0.0 0.2 0.0 100.0
0.0 0.0 100.0 SU 99.3 44.6 0.0 10.2 8.1 0.0 2.0 27.0 7.5 54.7 23.2 4.2 8.0 11.0 0.0 31.5 31.5 0.0 0.0 0.0 0.0 0.0 0.7 0.7 0.0 0.0 0.0 100.0
0.9 0.0 100.0 SK 33.8 17.0 0.0 0.0 0.0 0.0 0.0 17.0 0.0 16.8 11.0 9.1 1.9 0.0 0.0 5.8 5.8 0.0 0.0 0.0 0.0 0.0 66.2 66.2 0.0 0.0 0.0 100.0
Store-Based Retailing Grocery Retailers Discounters Small Grocery Retailers Convenience Stores Forecourt Retailers Independent Small Grocers Supermarkets/Hypermarkets Other Grocery Retailers Non-Grocery Retailers Health and Beauty Retailers Beauty Specialist Retailers Chemists/Pharmacies Parapharmacies/Drugstores Other Health and Beauty Retailers Mixed Retailers Department Stores Mass Merchandisers Variety Stores Warehouse Clubs Outdoor Markets Other Non-Grocery Retailers Non-Store Retailing Direct Selling Homeshopping Internet Retailing Vending Total
Source: Key:
99.0 66.5 0.0 8.2 0.0 0.0 8.2 24.2 34.1 32.5 23.3 1.1 4.9 16.5 0.8 8.5 8.5 0.0 0.0 0.0 0.7 0.0 1.0 1.0 0.0 0.0 0.0 100.0
Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources BC = baby care; BS = bath and shower; CC = colour cosmetics; D = deodorants; DP = depilatories; F = fragrances; HC = hair care; MG = mens grooming; OC = oral care; SC = skin care; SU = sun care; SK = sets/kits
Table 11 Ps million
2010 Baby Care Bath and Shower Colour Cosmetics Deodorants Depilatories Fragrances Hair Care Men's Grooming Oral Care Oral Care excl Power Toothbrushes Skin Care Sun Care Sets/Kits Premium Cosmetics 6,484.8 11,316.8 5,753.7 6,136.7 174.2 7,648.1 28,848.7 4,928.8 18,240.0 18,148.6 28,452.8 208.9 530.4 6,695.0
2011 6,560.2 11,192.3 6,011.9 6,148.4 179.0 7,789.7 29,773.3 4,987.8 18,126.6 18,034.1 30,376.5 210.9 533.0 6,965.7
2012 6,664.2 11,100.1 6,269.1 6,206.4 183.6 7,915.3 30,620.6 5,043.4 18,087.0 17,993.9 32,220.0 213.5 538.4 7,227.1
2013 6,800.2 11,038.1 6,521.5 6,304.4 188.1 8,015.5 31,380.3 5,093.6 18,124.7 18,031.4 33,958.3 216.6 546.4 7,484.8
2014 6,976.6 11,007.1 6,764.5 6,443.6 192.6 8,103.1 32,071.1 5,138.0 18,268.9 18,175.5 35,538.5 220.4 556.3 7,742.6
2015 7,193.3 11,022.3 6,994.8 6,638.0 197.0 8,173.4 32,697.7 5,176.7 18,482.8 18,389.6 36,949.6 224.8 567.4 7,929.1
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88,685.9 116,558.1
91,630.5 119,660.1
94,520.4 122,767.2
97,296.6 125,829.5
99,938.5 128,857.2
102,532.2 131,830.4
Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Premium cosmetic sales are additionally included within baby care, bath and shower, deodorants, colour cosmetics, hair care, fragrances, skin care and sun care Sum of categories is greater than market size because the four mens toiletries categories are included in mens grooming as well as in bath and shower, deodorants, hair care and skin care
Table 12
Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2010-2015
% constant value growth 2010-15 CAGR Baby Care Bath and Shower Colour Cosmetics Deodorants Depilatories Fragrances Hair Care Men's Grooming Oral Care Oral Care excl Power Toothbrushes Skin Care Sun Care Sets/Kits Premium Cosmetics Mass Cosmetics Beauty and Personal Care
Source: Notes:
2010/15 TOTAL 10.9 -2.6 21.6 8.2 13.1 6.9 13.3 5.0 1.3 1.3 29.9 7.6 7.0 18.4 15.6 13.1
2.1 -0.5 4.0 1.6 2.5 1.3 2.5 1.0 0.3 0.3 5.4 1.5 1.4 3.4 2.9 2.5
Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Premium cosmetic sales are additionally included within baby care, bath and shower, deodorants, colour cosmetics, hair care, fragrances, skin care and sun care Sum of categories is greater than market size because the four mens toiletries categories are included in mens grooming as well as in bath and shower, deodorants, hair care and skin care
Table 13 Ps million
2010 Premium Baby Care Premium Bath and Shower Premium Colour Cosmetics Premium Deodorants Premium Fragrances Premium Hair Care Premium Skin Care Premium Sun Care Premium Sets/Kits Premium Cosmetics
Source: Note:
2011 109.4 174.5 369.7 67.6 2,686.1 372.7 3,154.7 1.4 29.5 6,965.7
2012 107.8 178.8 382.4 67.0 2,701.2 384.2 3,374.4 1.4 29.8 7,227.1
2013 106.7 181.7 394.6 66.8 2,712.2 400.5 3,590.8 1.4 30.2 7,484.8
2014 106.1 189.8 405.9 67.7 2,719.4 419.1 3,802.7 1.3 30.7 7,742.6
2015 105.8 198.8 356.4 69.0 2,724.1 437.2 4,005.3 1.3 31.2 7,929.1
111.3 171.6 356.7 68.7 2,665.9 360.0 2,930.0 1.4 29.4 6,695.0
Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Premium cosmetic sales are additionally included within baby care, bath and shower, colour cosmetics, deodorants, fragrances, hair care, sets/kits, skin care and sun care
Table 14
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Premium Baby Care Premium Bath and Shower Premium Colour Cosmetics Premium Deodorants Premium Fragrances Premium Hair Care Premium Skin Care Premium Sun Care Premium Sets/Kits Premium Cosmetics
Source: Note:
-1.0 3.0 0.0 0.1 0.4 4.0 6.5 -1.7 1.2 3.4
-4.9 15.9 -0.1 0.4 2.2 21.5 36.7 -8.0 6.0 18.4
Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Premium cosmetic sales are additionally included within baby care, bath and shower, colour cosmetics, deodorants, fragrances, hair care, sets/kits, skin care and sun care
DEFINITIONS
This report analyses the market for Beauty and Personal Care in the Philippines. For the purposes of the study, the market has been defined as follows: Baby care Bath and shower Colour cosmetics Deodorants Depilatories Fragrances Hair care Men's grooming Oral hygiene Skin care Sun care Sets/Kits
Explanations of words and/or terminology used in this report are as follows: Sari-sari store: a traditional convenience store commonly found in residential areas. This type of retail outlet is more prevalent in provincial areas, although sari-sari stores are also visible in metropolitan cities, particularly in middle-income neighbourhoods Tingi: literally translates as per unit. Tingi is a common purchasing practice across various fmcg categories in the Philippines, including packaged food, tobacco, consumer healthcare and pet care, due to the low disposable income of the majority of Filipinos. The system is usually employed in outlets of traditional retail outlets such as sari-sari stores, although modern grocery retailers which cater to mass market consumers are slowly adopting the sari-sari practice by popular demand.
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Cosmetique News European Cosmetic Markets Forbes Happi Magazine Inquirer.net International Cosmetique News Manila Bulletin PR Newswire Soap Perfumery & Cosmetics SunStar Network
Source: Euromonitor International
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