Home & Laundry Care

The Home & Laundry Care market in the Philippines is projected to generate a revenue of US$3.32bn in 2024.
This market is expected to experience an annual growth rate of 4.38% (CAGR 2024-2029).
Among the market segments, the largest one is Laundry Care, which is estimated to have a market volume of US$1.56bn in 2024.
In terms of global comparison, United States leads the Home & Laundry Care market with a revenue of US$32bn in 2024.
When considering the population size, per person revenues of US$27.86 are expected to be generated in the Philippines in 2024.
Furthermore, online sales are projected to contribute 8.8% of the total revenue in the Home & Laundry Care market by 2024.
Despite the economic challenges, the demand for eco-friendly home and laundry care products in the Philippines is steadily growing.

Definition:

The Home & Laundry Care market covers cleaning products used for private households. This market only takes into account consumable detergents for use in private households (B2C). Auxiliary cleaning equipment (e.g., mops and brooms) are not included. Professional products for industry use or household cleaning services (B2B) have also not been included.

Structure:

Home & Laundry consists of 4 different markets:

The Laundry Care covers all detergents purchased by consumers that are intended for the care of textiles in the form of powder, tabs, or liquids.
The Household market covers all consumer products used for the cleaning of surfaces, windows, and toilets.
The Dishwashing Detergents cover cleaning products used for washing up and cleaning dishes and cutlery. Both detergents for dishwashers and hand dishwashing detergents in liquid, powder, or tab form are included in this market.
The Polishes, Room Scents & Insecticides cover several specialty cleaning products for narrowly defined niche uses. The market includes polishes for shoes, floor, furniture, and coach care, along with room deodorants and household insecticides..

Additional Information:

The market comprises revenue, average revenue per capita, sales channel. The market encompasses retail sales through both online and offline sales channels to private end customers (B2C). For more information on the displayed data, click the info button on the right side of each box.

Laundry detergents
Household cleaners
Dishwashing detergents
Specialty products (polishes, room scents, household insecticides)
Cleaning products for private consumers (B2C)

Cleaning equipment (e.g. mops or cleaning cloths)
Cleaning services (laundry services, house cleaning)
Professional products for bulk consumers (B2B)

The Home & Laundry Care market in the Philippines is experiencing mild growth, influenced by factors such as rising consumer awareness of cleanliness, increasing urbanization, and the demand for efficient household solutions amidst busy lifestyles.

Customer preferences: Consumers in the Philippines are increasingly prioritizing eco-friendly and sustainable home and laundry care products, reflecting a growing awareness of environmental issues. This shift is particularly evident among younger, urban demographics who seek brands that align with their values of sustainability and social responsibility. Additionally, the rise of online shopping is reshaping purchasing habits, as consumers favor convenience and accessibility in product choices. This trend is further amplified by the influence of social media, where product recommendations and reviews play a crucial role in shaping preferences.

Trends in the market: In the Philippines, the Home & Laundry Care market is experiencing a significant shift towards eco-friendly and sustainable products, driven by heightened consumer awareness of environmental issues. This trend is particularly prominent among younger, urban consumers who prefer brands that demonstrate social responsibility. The rise of online shopping is transforming purchasing behaviors, with convenience and accessibility becoming paramount. Additionally, social media plays a crucial role in shaping consumer preferences, as product recommendations and reviews influence buying decisions, prompting industry stakeholders to adapt their strategies to meet these evolving demands.

Local special circumstances: In the Philippines, the Home & Laundry Care market is influenced by a unique combination of cultural values and environmental challenges. With a strong emphasis on family and communal living, consumers often prioritize products that enhance household harmony and cleanliness. Additionally, the country's susceptibility to natural disasters drives demand for durable and effective cleaning solutions. Regulatory frameworks promoting eco-friendly initiatives further encourage brands to innovate sustainably. This backdrop shapes a market that values both tradition and modernity, pushing for products that align with local lifestyles and environmental concerns.

Underlying macroeconomic factors: The Home & Laundry Care market in the Philippines is significantly shaped by macroeconomic factors, including national economic stability, consumer spending power, and global supply chain dynamics. Economic growth in the Philippines has led to rising disposable incomes, enabling households to invest in higher-quality cleaning products. Fluctuating commodity prices and inflation can influence purchasing decisions, prompting consumers to seek cost-effective solutions. Moreover, global trends toward sustainability are impacting local preferences, as eco-friendly products gain popularity. Government policies promoting environmental responsibility further encourage brands to adapt, fostering innovation and competition within the market.

Data coverage:

The data encompasses B2C enterprises. Figures are based on the total consumer spending on home and laundry care products. The market encompasses cleaning products designed for private households, including laundry care, household cleaners, dishwashing detergents, and polishes, room scents & insecticides.

Modeling approach:

Market sizes are determined through a top-down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, international institutions, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP and consumer spending. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, regression analysis and Monte Carlo simulations are particularly suited for forecasting in the Home and Laundry Care market, due to the unpredictable variability and complex dynamics in consumer behavior and product adoption. The main drivers are GDP and consumer spending.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Consumer market, in a PDF format.

Consumers’ interest in cleaning supplies has kept on growing in the last few years. As awareness on the importance of good hygiene practices increases, so does the revenue of the global home and laundry care market, which was estimated to add up to nearly 200 billion U.S. dollars in 2024 and to grow to over 230 billion U.S. dollars by 2029. The United States is the leading region in the market, having recorded over 30 billion U.S. dollars in revenues as of 2023, followed by China and India.