Surface care in the Philippines is set to witness solid retail volume and current value growth rates throughout the forecast period, as consumer awareness of the need for good hygiene remains high. Sales of home care wipes and floor cleaning systems are expected to remain negligible moving forward, as most consumers rely on traditional cleaning methods.
The shift towards retail e-commerce as a distribution channel was accelerated by the COVID-19 pandemic, but its growth trend continued even after the pandemic ended, and it saw particularly strong growth in 2024, driven by increasing internet penetration, a rise in smartphone usage, and a growing preference for online shopping due to convenience. The growth trend for retail e-commerce is expected to continue throughout the forecast period.
Unilever Philippines Inc has been leveraging TikTok to connect with Gen Z consumers through its Cleanipedia platform, recognising the significant spending power of this demographic, and this strategy is expected to continue in the forecast period. By creating engaging and relatable content, Cleanipedia aims to educate younger audiences about cleaning products and household tips in a format that resonates with their digital habits.
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Understand the latest market trends and future growth opportunities for the Surface 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.
If you're in the Surface Care 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.
Surface Care
This is the aggregation of multi-purpose, bathroom, oven , kitchen, window/glass, and floor cleaners, descalers, drain openers, scouring agents, household antiseptics and wipes.
See all of our definitionsThis report originates from Passport, our Surface Care research and analysis database.
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