MANILA, Philippines - The local unit of multinational consumer products giant Procter & Gamble Co. (P&G) expects sales to exceed P25 billion for the fiscal year ending June, driven by the robust demand for its laundry and beauty brands.

Siddik Tetik, P&G Philippines president and general manager, said the company’s focus on highlighting the value and performance of its products helped in boosting sales despite the global economic slowdown beginning 2008.

“We see a double-digit percentage growth in our sales for the fiscal year of 2009-2010,” Mr. Tetik told reporters in a briefing last Friday.

P&G Philippines, the oldest unit of the global company in Asia, posted average annual sales of P25 billion for the 24 months ending June 2009.

“We see our sales between P27 billion to P30 billion for the fiscal year 2009-2010,” Mr. Tetik said.

He said sales growth were primarily driven by the consistent demand for Tide, P&G’s flagship laundry brand. The sales of the company’s other detergent brands like Ariel, and Mr. Clean, have also seen significant improvements, he said.

Meanwhile, Mr. Tetik said P&G’s major beauty brand, Olay, managed to become the leading anti-aging cream in the market last year, beating competitors from other multinational companies in the same product category.

“Our brands are either the leaders or strong second in their respective categories,” he pointed out.

Mr. Tetik said P&G Philippines was able to increase sales by highlighting the products’ quality. He noted that the company has made available to the retail market P5 sachets of Tide powder, and P5 Tide laundry detergent bars.

Mr. Tetik explained that Filipino consumers also consider performance when deciding to purchase a particular product, aside from price.

“While value is the top consideration, performance is also a crucial consideration when Filipinos make a purchase,” the P&G Philippines chief said.

Because of this, Mr. Tetik said P&G last year began offering Tide with “anti-bacterial benefits” provided by Safeguard, the company’s premiere personal care soap brand.

Prior to that, the “floral freshness” of Downy, P&G’s fabric softener brand, was added to Tide detergents.

Going forward, Mr. Tetik said the company hopes to sustain sales growth for the coming fiscal year, optimistic that demand for the company’s other product lines would pick up.

In particular, Mr. Tetik said the company plans to boost the market presence of its male grooming brand Gillette, acquired by the Cincinatti-based multinational five years ago.

“There is a huge, potential untapped market for male beauty and grooming in the country,” he explained.

Prior to his appointment to the top post at P&G Philippines in July last year, Mr. Tetik was P&G’s regional head for Gillette in the Greater China market.

P&G Philippines is celebrating its 75th year in the country. It is the third-oldest P&G unit next to the United States and United Kingdom.

To mark the milestone, the company recently opened a museum in its plant in Cabuyao, Laguna. The museum showcases the company’s rich history in the country with sections about P&G’s innovative product firsts, and notable brand campaigns.