SECTOR CAPSULE: BATH AND SHOWER IN THE PHILIPPINES

21 Jun 2013

HEADLINES
Bath and shower increases by 2% in current value terms in 2012, reaching Ps15.4 billion Whitening remains a dominant feature in bath and shower Liquid soap sees the strongest performance in 2012, with current value sales increasing by 6% Each categories of bath and shower unit price growth varies widely across categories Procter & Gamble Philippines maintains its lead in bath and shower with a 29% value share in 2012 Bath and shower is expected to see to see a marginal decline over the forecast period.

COMPETITIVE LANDSCAPE
With a value share of 29% in 2012, Procter & Gamble Philippines remained the undisputed leader in bath and shower. The companys brands Safeguard and Zest hold significant shares in bar soap. It should be noted that both of these brands have established positions as effective skin germ protection products which help to prevent the spread of disease. Other leading players in 2012 included Johnson & Johnson (Philippines), Splash Corp, Colgate-Palmolive Philippines and Unilever Philippines. The strong interest in male-specific bath and shower products drove the sales of adidas International. During 2012 the companys sales jumped by more than 12%, boosted by mens association of the brand with sports. adidas Body Wash is a top choice amongst male gym-goers, because it is more convenient to carry and use than bar soap.

Euromonitor International 2013

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NATIONAL BRAND OWNERS AND THEIR BRANDS

Company Name (NBO) Amway Philippines LLC Avon Cosmetics Inc Beiersdorf AG Colgate-Palmolive Philippines Inc Dial Corp, The Drammock International Ltd Galderma Philippines Inc Green Cross Inc HBC Inc Inovitelle Inc Johnson & Johnson (Philippines) Inc JVS Worldwide Inc Kao Brands Co Nu Skin Enterprises Philippines Inc Philusa Corp Pigeon Corp Procter & Gamble Philippines Inc Rogemson Co Inc, The Rustan Group of Cos S & J International Enterprises PCL Sanofi-Aventis Philippines Inc Siam Yoko Co Ltd Splash Corp St Ives SA, Laboratoires Suyen Corp Trinidad Cosmetics Laboratories Inc Tupperware Brands Philippines Inc Unilever Philippines Inc
Source: Passport by Euromonitor International

Brand (GBO) Artistry (Amway Corp), Body Series (Amway Corp) Avon (Avon Products Inc), Avon Simply Delicate (Avon Products Inc) Nivea Body (Beiersdorf AG) Palmolive (Colgate-Palmolive Co), Tender Care (Colgate-Palmolive Co) Dial (Henkel AG & Co KGaA) Protect & Clean (Drammock International Ltd) Cetaphil (Galderma SA) Green Cross (Green Cross Inc) Vitasoft (HBC Inc) pH Care (Inovitelle Inc) Johnson's Baby (Johnson & Johnson Inc) The Body Shop (L'Oral Groupe) Jergens (Kao Corp) Nu Skin (Nu Skin Enterprises Inc) Babyflo (Mercury Drug Corp) Pigeon (Pigeon Corp) Ivory (Procter & Gamble Co, The), Safeguard (Procter & Gamble Co, The), Zest (Procter & Gamble Co, The) Bambini (Rogemson Co Inc, The) Lush (Lush Ltd) Enfant (S & J International Enterprises PCL) Lactacyd (Sanofi) Yoko (Siam Yoko Co Ltd) Biolink (Splash Corp), Extract (Splash Corp), Hiyas (Splash Corp), Hygienix (Splash Corp), SkinWhite (Splash Corp) St Ives Swiss Formula (Unilever Group) Bench (Suyen Corp) Likas (Trinidad Cosmetics Laboratories Inc) Baby Care Plus (Tupperware Brands Corp), Zwitsal (Unilever Group) Dove (Unilever Group), Vaseline (Unilever Group)

Euromonitor International 2013

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FORECAST

DEFINITIONS AND METHODOLOGY

Bath and Shower This is the aggregation of bar soap, bath additives, body wash/shower gel, intimate washes, intimate wipes, liquid soap and talcum powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set these products are excluded. Methodology This report is derived from Euromonitor Internationals Passport information system. Industry research is carried out by a global team of more than 600 in-country analysts and is based on a core set of research techniques:
National-level desk research, company research and analysis, store checking, trade interviewing with national players and market analysis International-level desk research, multinational company research and analysis, trade interviewing with international players and market analysis

Euromonitor International 2013

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