Table of Content

Home and Garden in the Philippines
Euromonitor International
May 2021

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on home and garden
COVID-19 country impact
Company response
Retailing shift
What next for home and garden?
MARKET DATA
Table 1 Sales of Home and Garden by Category: Value 2015-2020
Table 2 Sales of Home and Garden by Category: % Value Growth 2015-2020
Table 3 NBO Company Shares of Home and Garden: % Value 2016-2020
Table 4 LBN Brand Shares of Home and Garden: % Value 2017-2020
Table 5 Penetration of Private Label in Home and Garden by Category: % Value 2015-2020
Table 6 Distribution of Home and Garden by Format: % Value 2015-2020
Table 7 Distribution of Home and Garden by Format and Category: % Value 2020
Table 8 Forecast Sales of Home and Garden by Category: Value 2020-2025
Table 9 Forecast Sales of Home and Garden by Category: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
KEY DATA FINDINGS
2020 IMPACT
Horticulture and growing media benefit from home seclusion in 2020, while sales shift online
Ramgo International maintains its leadership in a category with few major players
Urban gardening keeps trending as consumers are increasingly concerned about what they eat and where their food comes from
RECOVERY AND OPPORTUNITIES
Horticulture and growing media are set to perform well in the coming years as Filipinos show increasing interest in growing food and indoor plants at home
E-commerce has good prospects, but home and gardening specialist retailers will remain the destination of choice for one-stop gardening solutions
Government initiatives will seek to raise consumers’ level of awareness about sustainability, boosting the popularity of home gardening
CATEGORY DATA
Table 10 Sales of Gardening by Category: Value 2015-2020
Table 11 Sales of Gardening by Category: % Value Growth 2015-2020
Table 12 NBO Company Shares of Gardening: % Value 2016-2020
Table 13 LBN Brand Shares of Gardening: % Value 2017-2020
Table 14 Distribution of Gardening by Format: % Value 2015-2020
Table 15 Forecast Sales of Gardening by Category: Value 2020-2025
Table 16 Forecast Sales of Gardening by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Home furnishings sees steep decline across many categories in 2020, mitigated only slightly by sales of office furniture and lighting
SM Retail maintains its lead in home furnishings with several home furnishings brands and successful private label brand Home World
Social media has become an effective platform for generating interest and sales of home furnishings
RECOVERY AND OPPORTUNITIES
A fragile economic outlook will have a mixed impact on subcategories within home furnishings in the years ahead
The competitive landscape in home furnishings will remain fairly stable but fragmented across the forecast period
Increased access to credit will enable more consumers to purchase big-ticket home furnishing products in the years ahead
CATEGORY DATA
Table 17 Sales of Home Furnishings by Category: Value 2015-2020
Table 18 Sales of Home Furnishings by Category: % Value Growth 2015-2020
Table 19 NBO Company Shares of Home Furnishings: % Value 2016-2020
Table 20 LBN Brand Shares of Home Furnishings: % Value 2017-2020
Table 21 LBN Brand Shares of Light Sources: % Value 2017-2020
Table 22 Distribution of Home Furnishings by Format: % Value 2015-2020
Table 23 Forecast Sales of Home Furnishings by Category: Value 2020-2025
Table 24 Forecast Sales of Home Furnishings by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Home improvement sees a steep decline in 2020 as local consumers see their budgets tighten and defer home renovation projects
Pacific Paint maintains its lead by creating ties with hardware stores nationwide and pursuing active marketing strategies
Consumers increasingly visit e-commerce sites in 2020 to make price and product comparisons, but store-based retailing remains dominant
RECOVERY AND OPPORTUNITIES
Economic recovery will boost sales as disposable incomes rise and deferred home improvement projects resume
Specialist retailers will retain the highest share of sales as they serve as one-stop shops for homeowners seeking renovation supplies
Floor covering, especially wooden flooring and floor tiles, will benefit the most from increased demand in the construction industry
CATEGORY DATA
Table 25 Sales of Home Improvement by Category: Value 2015-2020
Table 26 Sales of Home Improvement by Category: % Value Growth 2015-2020
Table 27 NBO Company Shares of Home Improvement: % Value 2016-2020
Table 28 LBN Brand Shares of Home Improvement: % Value 2017-2020
Table 29 Distribution of Home Improvement by Format: % Value 2015-2020
Table 30 Forecast Sales of Home Improvement by Category: Value 2020-2025
Table 31 Forecast Sales of Home Improvement by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Homewares sees a steep decline in 2020 across all subcategories as spending on non-essential items plummets
Tupperware maintains a fragile overall lead ahead of rival Sawasdee Marketing Corp but loses its top ranking in food storage
Homewares benefits more than most categories from e-commerce, with unbranded products and smaller players gaining more traction
RECOVERY AND OPPORTUNITIES
Premium-positioned brands are likely to lose out to low-cost rivals trading online, but ongoing home cooking trends offer scope for growth in cookware
Players will offer new designs and introduce eco-friendly products for a younger working population willing and able to spend
Homewares will recover quickly, with greater demand for food storage containers, reusable products and homewares for new homeowners
CATEGORY DATA
Table 32 Sales of Homewares by Category: Value 2015-2020
Table 33 Sales of Homewares by Category: % Value Growth 2015-2020
Table 34 Sales of Homewares by Material: % Value 2015-2020
Table 35 NBO Company Shares of Homewares: % Value 2016-2020
Table 36 LBN Brand Shares of Homewares: % Value 2017-2020
Table 37 Distribution of Homewares by Format: % Value 2015-2020
Table 38 Forecast Sales of Homewares by Category: Value 2020-2025
Table 39 Forecast Sales of Homewares by Category: % Value Growth 2020-2025