Kantar Worldpanel decodes Filipinos’ beauty care habits

Kantar Worldpanel, the global expert in shoppers’ behaviour, recently showed a seven (7) percent growth in three beauty care categories in the Philippine FMCG (fast moving consumer goods) industry, namely hair care, bath soap, and oral care. These categories contributed to a five (5) percent increase in sales of the total beauty care sector in 2016.

Kantar Worldpanel, which tracks in-home shopping behaviour of 3,000 homes in urban and rural areas across the country, revealed that bath essentials dominated the Filipinos’ beauty care habits. Spending on shampoo and hair conditioner grew by 6 and 7 percent, respectively.  Bar soaps, which registered 94.3 percent of the total bath soap sales, also saw a 7 percent increase in spending by Filipinos. Meanwhile, in terms of oral care, 90.3 percent of their spending was allocated for toothpaste alone.

However, Kantar Worldpanel added that the beauty regimen of Filipinos is getting more complex with smaller but noteworthy beauty product purchases. For example, hair colorants only accounted for 0.6 percent sales of total hair care category spend in 2016. However, Filipinos spent 22% more on hair colorants compared to 2015. Increase in spending was also seen in hair treatments (6 percent), liquid soap (34 percent) and mouthwash products (13 percent).

Despite the growth in bath essentials, data from Kantar Worldpanel indicated a decline in the total deodorant and cologne/fragrance category by 5 percent. Purchases of deodorant decreased by one percent, while spending for cologne/fragrance dipped by eleven percent.

“Interestingly, we have seen a sixteen percent rise in fabric conditioner sales which may be attributed to the recent aggressive launches of fabric conditioners with scented variants,” Gladys Pantastico, Kantar Worldpanel Senior Account Manager and Beauty Insights Expert, said. “This may be an indication that shoppers have opted to purchase these products more due to its long-lasting scent and cheaper price.”

While there was a slight decline in total skin care sales by 3 percent, Kantar Worldpanel saw a growing trend of purchase sophistication among Filipino homes. In particular, Filipino consumers showed the importance in the three-step facial care regimen with 13 percent increase in buyers for facial wash, toner, and moisturizer. In addition, there was a 14 percent increase in spending for sun protection products and 17 percent change in eye cosmetics purchases by Filipino households.

“According to the Philippine Statistics office, 36 percent of the Filipino population is from young households. This may explain the pragmatic yet sophisticated view of Filipinos when it comes to their beauty product priorities. Filipino shoppers want value for their money, but they are willing to spend on smaller formats that appeal to their needs and desires. These findings offer great points for brands to explore and take advantage of in the local FMCG market,” Ms. Pantastico said.