Despite its relative maturity, bath and shower in the Philippines is still perceived to have significant room for growth, thanks to a continued focus on product innovation. While hygiene will remain a key driver of sales, especially within bar soap and liquid soap, consumers are increasingly looking for more from their bath and shower products.
Body wash/shower gel also has the potential for further growth, particularly if manufacturers focus on marketing their products younger consumers. Utilising popular endorsers is likely to be an effective way of reaching this target audience, especially as these products do not have a traditionally strong presence in the Philippines.
In terms of the distribution landscape it is expected that retail e-commerce will see a further increase in its share, having seen huge gains during the pandemic. Younger tech-savvy consumers in particular have embraced the online channel drawn in by the offer of competitive prices and special deals and promotions.
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Understand the latest market trends and future growth opportunities for the Bath and Shower 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 Bath and Shower 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.
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.
See All of Our DefinitionsThis report originates from Passport, our Bath and Shower research and analysis database.
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