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Cosmetics and personal care industry in the Philippines - statistics & facts

The cosmetics and personal care industry is one of the promising segments in the Philippines' FMCG sector. Beauty enthusiasts have created a growing market for many international and local cosmetic or beauty brands. The country's young demographic, combined with the gradual rise of the middle-income group, has led to increasing consumption of goods, including cosmetics and beauty care products. However, the Filipino consumers' purchasing habits have gradually changed with the onslaught of the COVID-19 pandemic. Spending on essential goods and hygiene has been the focus for many consumers. In a recent finding, the personal care segment accounted for almost a quarter of the total FMCG sector’s value in the Philippines.

 Performance of cosmetics and personal care products in the Philippines 

Even though most establishments were closed, and only supermarkets were open for consumers in the Philippines in the past year due to the pandemic, retail sales of non-food and non-alcoholic products such as cosmetics and personal care products have still occurred mostly offline. The offline sales channel share of the beauty and personal care market accounted for almost the entire market. On the other hand, the online distribution channel has performed better compared to the previous year. It was estimated that the online distribution channel's market share would grow between 2021 and 2024, though the offline sales channel would continue to be the main purchase channel for beauty and personal care products.

Among the sub-segments of the beauty and personal care market, the highest revenue for the Philippines' beauty and personal care market was for the personal care segment, at over two billion U.S. dollars in the past year. In comparison, the fragrances and cosmetics segments each had below 800 million U.S. dollars in revenue, which was one-third lower than the personal care segment.

 Market outlook 

  While the COVID-19 pandemic affected many Filipinos' purchasing habits in 2020, the next six months of 2021, starting from March, would still likely affect many consumers. According to Proclamation No.929 declaring the Philippines under a state of calamity, the whole island of Luzon, where the National Capital Region or Metro Manila is located, would be subjected to the Enhanced Community Quarantine. Business establishments would remain closed except for those that provide utilities and critical services, those involved in producing, processing, and distributing basic necessities, and the capital markets. As this is the case, Filipino consumers are most likely to focus their spending more on basic necessities, as well as on hygiene and personal care. It was forecasted that the revenue of the shower and bath market in the Philippines would significantly grow by over 60 million U.S. dollars between 2021 and 2025.

Interesting statistics

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Cosmetics and personal care industry in the Philippines

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International trade

Performance of select segments in the industry


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