Laundry care in the Philippines is expected to continue to see solid growth rates in both retail volume and current value terms throughout the forecast period, with increases expected across all categories by both measures. The demand for liquid detergents is expected to surge in metropolitan regions, driven by urbanisation and changing consumer lifestyles.
With rising disposable incomes, more Filipino consumers are likely to be increasingly inclined to invest in convenient laundry solutions. An increasing number of people now view an automatic washing machine as a necessity, with the possession rate reaching 54% in 2024, which is likely to continue the gradual transition from bar detergents to powder detergents, or from powder detergents to liquid detergents, and this is set to continue in the forecast period, reflecting an increasing reliance on modern laundry solutions.
In the forecast period, in addition to upgrading to more convenient products, Filipinos are expected to place a greater emphasis on the quality of their laundry care. This will include a greater inclination to purchase more sophisticated laundry care products, including starches/ironing aids, colour safe laundry bleach, and fine fabric detergents, as consumers seek enhanced and specialised laundry solutions to complement their upgraded laundry routine.
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Understand the latest market trends and future growth opportunities for the Laundry 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.
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Laundry Care
This is the aggregation of laundry detergents, fabric softeners, carpet cleaners and laundry aids.
See all of our definitionsThis report originates from Passport, our Laundry Care research and analysis database.
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