Beauty and Personal Care in the Philippines

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Beauty and personal care in 2023: The big picture
• 2023 key trends
• Competitive landscape
• Retailing developments
• What next for beauty and personal care?

MARKET DATA

• Table 1 Sales of Beauty and Personal Care by Category: Value 2018-2023
• Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023
• Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2019-2023
• Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2019-2023
• Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2020-2023
• Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2018-2023
• Table 7 Distribution of Beauty and Personal Care by Format: % Value 2018-2023
• Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2023
• Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2023-2028
• Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2023-2028

DISCLAIMER

SOURCES

• Summary 1 Research Sources

MASS BEAUTY AND PERSONAL CARE IN THE PHILIPPINES

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Healthy growth in 2023, with mass colour cosmetics, fragrances and deodorants benefiting from return of busy, pre-pandemic lifestyles
• Multinationals lead sales but local brands make strides
• Skin lightening products and dermocosmetics retain a strong presence

PROSPECTS AND OPPORTUNITIES

• Filipinos will become more open to trying new products, alongside rising levels of purchasing power, with local brands expected to gain traction
• Mass sun care has further potential as consumers become more aware of the dangers of sun exposure, while high number of denture wearers offers scope for gargles/mouth rinses
• Men's grooming will offer new opportunities for brands to expand their presence in the market

CATEGORY DATA

• Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
• Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023
• Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2019-2023
• Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2020-2023
• Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2023-2028
• Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2023-2028

PREMIUM BEAUTY AND PERSONAL CARE IN THE PHILIPPINES

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Continued growth for premium beauty and personal care as consumers follow the influence of celebrities
• Dermocosmetics and ingredient-led beauty drive interest in premium products
• Competitive landscape remains highly fragmented with e-commerce becoming increasingly important

PROSPECTS AND OPPORTUNITIES

• Growing thirst for luxury products, with social media influencers playing a key role
• Retail e-commerce set to thrive thanks to competitive pricing and expanding product offer
• Consumers will pay more for better results due to growing focus on skin health

CATEGORY DATA

• Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
• Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023
• Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2019-2023
• Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2020-2023
• Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2023-2028
• Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2023-2028

BABY AND CHILD-SPECIFIC PRODUCTS IN THE PHILIPPINES

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Declining birth rate has negative impact on sales, although baby and child-specific suncare products see robust growth
• Income disparity influences demand with products and packaging tailored to meet different audiences
• Competitive landscape remains relatively consolidated due to faith placed in trusted brands

PROSPECTS AND OPPORTUNITIES

• Baby and child-specific products has potential to expand, alongside rising disposable incomes
• Established local apparel brands could provide an additional avenue for companies to market their products
• Oral care offers growth opportunities for baby and child-specific products

CATEGORY DATA

• Table 23 Sales of Baby and Child-specific Products by Category: Value 2018-2023
• Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
• Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023
• Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2019-2023
• Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2020-2023
• Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2020-2023
• Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2020-2023
• Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2020-2023
• Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2023-2028
• Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2023-2028
• Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2023-2028

BATH AND SHOWER IN THE PHILIPPINES

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Opportunities remain in bath and shower, despite normalisation of hygiene behaviours post-pandemic
• Bar soap continues to dominate sales, thanks to its affordability and wide range of products, while smaller brands attract greater attention
• Intimate washes benefit from a spate of new, local entrants.

PROSPECTS AND OPPORTUNITIES

• Bath and shower offers significant scope for growth, with skin whitening claims continuing as a key driver of sales
• Body wash/shower gel will see further development, but players will need to take account of local preferences
• Continued shift towards e-commerce

CATEGORY DATA

• Table 34 Sales of Bath and Shower by Category: Value 2018-2023
• Table 35 Sales of Bath and Shower by Category: % Value Growth 2018-2023
• Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023
• Table 37 NBO Company Shares of Bath and Shower: % Value 2019-2023
• Table 38 LBN Brand Shares of Bath and Shower: % Value 2020-2023
• Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2020-2023
• Table 40 Forecast Sales of Bath and Shower by Category: Value 2023-2028
• Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2023-2028
• Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2023-2028

COLOUR COSMETICS IN THE PHILIPPINES

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Colour cosmetics sees dynamic performance alongside return of busy lifestyles
• Lip and cheek tints are valued for their versatility and long-lasting properties
• Competition intensifies, as local brands raise their profile

PROSPECTS AND OPPORTUNITIES

• Premium brands are expected to look to expand their presence, alongside rising disposable incomes
• E-commerce will play a key role in generating demand, but bricks-and-mortar stores will remain important
• Home-grown brands will gain a stronger foothold in the market by tailoring their products to the needs of local consumers

CATEGORY DATA

• Table 43 Sales of Colour Cosmetics by Category: Value 2018-2023
• Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2018-2023
• Table 45 NBO Company Shares of Colour Cosmetics: % Value 2019-2023
• Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2020-2023
• Table 47 LBN Brand Shares of Eye Make-up: % Value 2020-2023
• Table 48 LBN Brand Shares of Facial Make-up: % Value 2020-2023
• Table 49 LBN Brand Shares of Lip Products: % Value 2020-2023
• Table 50 LBN Brand Shares of Nail Products: % Value 2020-2023
• Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2020-2023
• Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2023-2028
• Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2023-2028

DEODORANTS IN THE PHILIPPINES

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Deodorants thrive as consumers return to active lifestyles, with focus on fragrance mists and offerings with skin whitening properties
• Consumers look to avoid aluminium-based products
• Local and international brands vie for share

PROSPECTS AND OPPORTUNITIES

• Product development will drive growth, as brands focus on an ingredient-led positioning
• Deodorant sprays offer scope for premium brands, while deodorant wipes are poised to gain more attention
• E-commerce set to win further share

CATEGORY DATA

• Table 54 Sales of Deodorants by Category: Value 2018-2023
• Table 55 Sales of Deodorants by Category: % Value Growth 2018-2023
• Table 56 Sales of Deodorants by Premium vs Mass: % Value 2018-2023
• Table 57 NBO Company Shares of Deodorants: % Value 2019-2023
• Table 58 LBN Brand Shares of Deodorants: % Value 2020-2023
• Table 59 LBN Brand Shares of Premium Deodorants: % Value 2020-2023
• Table 60 Forecast Sales of Deodorants by Category: Value 2023-2028
• Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2023-2028
• Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2023-2028

DEPILATORIES IN THE PHILIPPINES

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Depilatories represents a highly diverse market, with consumers open to a range of hair removing methods, with eyebrow razors growing in popularity
• Access to a range of professional treatments presents a significant obstacle to growth
• Gillette remains the go to option in women's razors and blades

PROSPECTS AND OPPORTUNITIES

• Depilatories set for further growth but "natural" DIY options likely to limit the potential of the category
• Beauty salons will present competition to depilatories, although demand from home-based businesses could boost retail sales
• E-commerce offers opportunities for brands to expand their reach

CATEGORY DATA

• Table 63 Sales of Depilatories by Category: Value 2018-2023
• Table 64 Sales of Depilatories by Category: % Value Growth 2018-2023
• Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2019-2023
• Table 66 NBO Company Shares of Depilatories: % Value 2019-2023
• Table 67 LBN Brand Shares of Depilatories: % Value 2020-2023
• Table 68 Forecast Sales of Depilatories by Category: Value 2023-2028
• Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2023-2028

FRAGRANCES IN THE PHILIPPINES

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Buoyant demand for fragrances, alongside resumption of social activities and increase in marketing efforts
• Influx of new arrivals across all price segments
• Distribution landscape in a state of flux as players seek out new opportunities in e-commerce

PROSPECTS AND OPPORTUNITIES

• Economic growth should boost demand while e-commerce retailers work on building trust in the authenticity of their products
• E-commerce will offer further opportunities for players, although physical stores will continue to play an important role
• Eau de parfum will remain a popular option due to its perceived ability to withstand humidity

CATEGORY DATA

• Table 70 Sales of Fragrances by Category: Value 2018-2023
• Table 71 Sales of Fragrances by Category: % Value Growth 2018-2023
• Table 72 NBO Company Shares of Fragrances: % Value 2019-2023
• Table 73 LBN Brand Shares of Fragrances: % Value 2020-2023
• Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2020-2023
• Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2020-2023
• Table 76 Forecast Sales of Fragrances by Category: Value 2023-2028
• Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2023-2028

HAIR CARE IN THE PHILIPPINES

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Salon professional products help add value to a mature category
• Return to busy, social lifestyles boost demand for colourants, while conditioners and treatments see stagnant performance, despite new entrants
• Multinationals maintain dominance, but local brands attract considerable interest, with social media playing an important role

PROSPECTS AND OPPORTUNITIES

• Premiumisation could help deliver value growth as hair care suffers from maturity
• Toning shampoos and styling agents have room to grow thanks to new and developing trends
• Scalp serums with a medical positioning will gain significant traction among consumers

CATEGORY DATA

• Table 78 Sales of Hair Care by Category: Value 2018-2023
• Table 79 Sales of Hair Care by Category: % Value Growth 2018-2023
• Table 80 Sales of Hair Care by Premium vs Mass: % Value 2018-2023
• Table 81 NBO Company Shares of Hair Care: % Value 2019-2023
• Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2019-2023
• Table 83 LBN Brand Shares of Hair Care: % Value 2020-2023
• Table 84 LBN Brand Shares of Colourants: % Value 2020-2023
• Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2020-2023
• Table 86 LBN Brand Shares of Styling Agents: % Value 2020-2023
• Table 87 LBN Brand Shares of Premium Hair Care: % Value 2020-2023
• Table 88 Forecast Sales of Hair Care by Category: Value 2023-2028
• Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2023-2028
• Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2023-2028

MEN'S GROOMING IN THE PHILIPPINES

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Men's grooming continues to thrive, with a knowledgeable local consumer base helping to drive demand
• Men's grooming market continues to be impacted by general beauty and personal care trends
• Private label sees growing interest but Unilever and Procter & Gamble maintain dominance

PROSPECTS AND OPPORTUNITIES

• Positive outlook for men's grooming with further segmentation in terms of benefits
• New business opportunities should benefit sales of men's shaving and skin care
• Multinationals likely to retain their lead but e-commerce will open the door to smaller brands with more unique offerings

CATEGORY DATA

• Table 122 Sales of Men's Grooming by Category: Value 2018-2023
• Table 123 Sales of Men's Grooming by Category: % Value Growth 2018-2023
• Table 124 Sales of Men's Razors and Blades by Type: % Value Breakdown 2020-2023
• Table 125 Sales of Men's Skin Care by Type: % Value Breakdown 2020-2023
• Table 126 NBO Company Shares of Men's Grooming: % Value 2019-2023
• Table 127 LBN Brand Shares of Men's Grooming: % Value 2020-2023
• Table 128 LBN Brand Shares of Men's Razors and Blades: % Value 2020-2023
• Table 129 Forecast Sales of Men's Grooming by Category: Value 2023-2028
• Table 130 Forecast Sales of Men's Grooming by Category: % Value Growth 2023-2028

ORAL CARE IN THE PHILIPPINES

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Celebrity-driven culture underpins quest to achieve the perfect smile
• Health and wellness trend fuels demand for mouthwashes/dental rinses
• Oral care sees an increasing focus on natural and sustainable ingredients and products

PROSPECTS AND OPPORTUNITIES

• Oral care set to grow and expand as consumers develop more sophisticated routines
• Dental products that can be used on infants offer scope for growth
• Breath strips/mouth fresheners could prove to be popular

CATEGORY DATA

• Table 91 Sales of Oral Care by Category: Value 2018-2023
• Table 92 Sales of Oral Care by Category: % Value Growth 2018-2023
• Table 93 Sales of Toothbrushes by Category: Value 2018-2023
• Table 94 Sales of Toothbrushes by Category: % Value Growth 2018-2023
• Table 95 Sales of Toothpaste by Type: % Value Breakdown 2019-2023
• Table 96 NBO Company Shares of Oral Care: % Value 2019-2023
• Table 97 LBN Brand Shares of Oral Care: % Value 2020-2023
• Table 98 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2020-2023
• Table 99 LBN Brand Shares of Toothpaste: % Value 2020-2023
• Table 100 Forecast Sales of Oral Care by Category: Value 2023-2028
• Table 101 Forecast Sales of Oral Care by Category: % Value Growth 2023-2028
• Table 102 Forecast Sales of Toothbrushes by Category: Value 2023-2028
• Table 103 Forecast Sales of Toothbrushes by Category: % Value Growth 2023-2028

SKIN CARE IN THE PHILIPPINES

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Ingredient-led beauty remains popular, but some consumers are following less complex skin care regimes
• Celebrity endorsements remain a valuable marketing tool
• Sustainability concerns come to the fore, although counterfeit products remain a concern

PROSPECTS AND OPPORTUNITIES

• The Philippines is likely to remain a popular testing ground for new products
• Premium and affordable skin care products are both set to thrive, as consumers mix and match
• Growing interest in organic products

CATEGORY DATA

• Table 104 Sales of Skin Care by Category: Value 2018-2023
• Table 105 Sales of Skin Care by Category: % Value Growth 2018-2023
• Table 106 NBO Company Shares of Skin Care: % Value 2019-2023
• Table 107 LBN Brand Shares of Skin Care: % Value 2020-2023
• Table 108 LBN Brand Shares of Basic Moisturisers: % Value 2020-2023
• Table 109 LBN Brand Shares of Anti-agers: % Value 2020-2023
• Table 110 LBN Brand Shares of Firming Body Care: % Value 2020-2023
• Table 111 LBN Brand Shares of General Purpose Body Care: % Value 2020-2023
• Table 112 LBN Brand Shares of Premium Skin Care: % Value 2020-2023
• Table 113 Forecast Sales of Skin Care by Category: Value 2023-2028
• Table 114 Forecast Sales of Skin Care by Category: % Value Growth 2023-2028

SUN CARE IN THE PHILIPPINES

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Sun care continues to shine, thanks to growing levels of health awareness and wide availability of products at accessible price points
• Launch of more sophisticated products in sun protection, while self-tanning remains unpopular
• Natural, plant-based ingredients provide inspiration

PROSPECTS AND OPPORTUNITIES

• Consumers likely to be willing to pay more for better results when it comes to sun care
• Skin care and colour cosmetics with sun protection benefits could cannibalise sales
• Local and regional brands will present a threat to international players, while parallel imports will continue to pose a challenge

CATEGORY DATA

• Table 115 Sales of Sun Care by Category: Value 2018-2023
• Table 116 Sales of Sun Care by Category: % Value Growth 2018-2023
• Table 117 NBO Company Shares of Sun Care: % Value 2019-2023
• Table 118 LBN Brand Shares of Sun Care: % Value 2020-2023
• Table 119 LBN Brand Shares of Premium Adult Sun Care: % Value 2020-2023
• Table 120 Forecast Sales of Sun Care by Category: Value 2023-2028
• Table 121 Forecast Sales of Sun Care by Category: % Value Growth 2023-2028