Cosmetics Industry

An Expert's View about Medical, Health and Cosmetics Products in the Philippines

Posted on: 31 Oct 2011

The Philippines’ importation of cosmetics, toiletries, and personal care products (lip and make-up, perfumes, soaps and shampoos, skin and nail care preparations) was valued at $435 million in 2010. Domestic production still dominates the cosmetics industry with approximately 80% share.

Total imports grew by 10%, from $395 million in 2009 to $435 million in 2010. Thailand is the top exporter among third country suppliers; some cosmetics and most toiletries for sale in the Philippines come from Thailand. Filipino consumers are price-conscious but also value quality in the products that they buy.

Imports from the U.S. include lipsticks, oil-free make-up foundations, perfume, and skin care and hair care products.

Market Demand
The Philippines’ total importation of cosmetics, toiletries, and personal care products reached $435 million in 2010. Thailand’s market share was 26%, Singapore’s market share was 20%, and Indonesia’s was 12%. U.S. market share was 8%.

Imports from Thailand and Indonesia were primarily toiletries that were formerly manufactured in the Philippines. These products, which are competitive with locally produced goods, have eaten into U.S. market share.

Most of the toiletries that the Philippines imported from Thailand are also U.S. brands. Likewise, local cosmetics and toiletries are U.S. brands manufactured by local subsidiaries like Colgate-Palmolive, Johnson & Johnson, and Procter & Gamble; and multi-level/direct-selling companies like Avon, Sara Lee, and Mary Kay.

Demand for raw materials and finished products for skin whitening and anti-ageing (glutathione, metathione, tretinoin, etc.) continues to grow. Local manufacturers of cosmetics, toiletries and personal care products use whitening ingredients to address local and export demands. Most companies include a whitening component in their entire product line -- from soaps and moisturizers to toners and sun blocks and creams. Philippine-made cosmetics, toiletries, and personal care products are exported to other countries, most notably to the Middle East. Some local products with whitening properties also contain natural and organic ingredients from locally available sources such as green and ripe papaya and kalamansi, a local lime. Other skincare preparations may contain locally sourced avocado, aloe vera, seaweeds, and alum.

The demand for cosmetics, toiletries, and personal care products continue to grow as consumers become more aware of the importance of health and hygiene. There are now also more products formulated for young skin aimed at young consumers.

Market Data
In 2010, the Philippines imported $435 million worth of Cosmetics, Toiletries and Personal Care products. Local production is valued at approximately US$1.7 billion, based on industry estimates that local production of Cosmetics, Toiletries, and Personal Care products is about 80% of the market. Thailand was the largest exporter with26% market share; Singapore was next with 20%; Indonesia followed with 12%, and the US with 8% of the market.

The U.S. is strongest in hair lacquers (about 61% of all imports); nail care (34% of all imports); lip preparations (17%); bath soap; facial and skin creams; and some hygiene products.

Best Prospects
Products with best prospects for U.S. manufacturers include hair lacquers and nail care products, also colored make-up, cleansers, toners, moisturizers, and some whitening/brightening formula. Many of these have little or no domestic manufacturing operations.

A growing number of female consumers spend on facial and underarm whitening products, special hair care applications, and quality make-up products. Colored pressed powder; liquid foundation; rouges and blushers; and scents, toilet water, colognes, and body sprays, have always been consumer favorites. Products for men and the youth also have good prospects. Although the majority of buyers are still women, marketing geniuses have persuaded a growing number of men to be conscious about grooming and appearance. Manufacturers and advertisers have also identified the youth as a huge consumer market sector and have positioned products and brands to target them.

Read the full market research report

Posted: 31 October 2011

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