Often overlooked by marketers but deeply trusted by employers, kasambahays quietly influence which brands find a place in Filipino homes.
Meet the Hidden Decision-Maker
When people think of “influencers,” what usually comes to mind are young, photogenic content creators posing with their latest haul, their ring lights on, and their hashtags at the ready. But in Filipino households, influencers don’t always need to take up that much noise.
In fact, there’s one influencer that takes on a quieter, more subtle form. And while she doesn’t post on social media or sign brand deals, she’s the one who keeps the household running.
As our 2003 study reveals, various perspectives shed light on how househelpers were viewed and the significance of their roles in households back in 2004. Connecting this to present time, the househelper might just be one of the most important—and commonly overlooked—decision-makers in the household.
The Unsung Household COO
Variably called katulong, kasambahay, yaya, or househelp. Back in 2003, this group already made up about 1.4 million individuals across the Philippines. In households where both parents are working, they are not just a convenience—but a necessity. They cook, clean, care for children, manage errands, and, in many ways, serve as surrogate homemakers.
But beyond these traditional roles, househelpers often act as the operational backbone of the household—organizing schedules, monitoring supplies, and ensuring everything runs smoothly. In many homes, they are trusted managers of domestic life, empowered to make on-the-spot decisions that affect both the household’s efficiency and spending.
They don’t just assist with managing the home—oftentimes, they run it.
💡 INSIGHT: Behind many well-run households is a woman who quietly leads it. Her labor sustains daily life—and her judgment shapes it.
They Who Shop
Not only do househelpers handle the daily household chores, they also handle the task of shopping for the family. According to our study, 36% of househelpers shop at wet markets and 31% even do groceries for the household. Because they are the ones directly using these products, they have firsthand experience with what works and what doesn’t.
When a cleaning product underperforms, it makes their work harder. When a detergent leaves a better scent or a dish soap cuts grease faster, they remember. These experiences shape their preferences and, ultimately, their recommendations to their employers.
Nearly 1 in 2 househelpers mention their opinion being a salient factor in the products/brands purchased for their employers’ households, and 34% of housewives acknowledge the importance of the opinions of the househelper as well.
Pushing it further, 17% of househelpers report being the sole decision-makers in some of these product categories. That means that in one out of every six households, it’s not the mother or father, but the househelper, who decides which brand lands in the pantry or cleaning cabinet.
Quietly but clearly, the househelper has become a voice that brands can no longer afford to ignore.
💡 INSIGHT: Influence doesn’t always come from authority. Sometimes, it comes from experience—the kind earned through daily use.
What Product Categories Do They Influence?
Our study found that the influence of househelpers is strongest in the categories of the chores that they interact with most– household cleaning products, cooking essentials, and fresh food.
That’s not surprising: these are the areas where they have the most hands-on expertise and experience immediate feedback. If a floor cleaner leaves streaks or a cooking oil produces too much smoke, they’ll know before anyone else—and likely mention it to the household owner.
Their influence, in other words, isn’t theoretical: it’s practical, habitual, and recurring.
💡 INSIGHT: The products they use daily become the brands they champion—proof that real influence begins with real experience.
Don’t Forget: Househelpers Are Consumers, Too
The influence of househelps doesn’t stop at the household shopping list. They are active consumers in their own right, with spending patterns that mirror the broader FMCG market.
According to the study:
- ➣ 91% of househelpers purchase personal care products regularly.
- ➣ Top categories are personal care essentials, including shampoo (83%), soap (84%) and lotion (61%).
- ➣ Additionally, they also buy other functional items, like clothes (73%), shoes (51%), beauty products (31%).
With their individual purchasing power and their ability to affect household purchasing behaviors, their brand familiarity and usage experience carry real weight. Over time, this firsthand endorsement can subtly shape her employer’s buying patterns—especially when it comes to household staples.
💡 INSIGHT: Househelps don’t just use brands—they build affinity for them, one purchase and one chore at a time.
Key Takeaways
For marketers, these insights highlight a powerful truth: the most persuasive voices in the household aren’t always the loudest.
- ➣ Househelpers are one of the major decision-makers in Filipino households, not just supporting roles.
- ➣ Their hands-on experience with products drives their influence on what brands are bought.
- ➣ They are trusted voices for cleaning, cooking, and food categories—often even the sole decision-makers.
- ➣ As active consumers, they are both brand users and brand advocates.
Conclusion
Influence in the Filipino household doesn’t always sit with the head of the family—it often rests with the hands that keep the home running.
For brands, recognizing this quiet authority isn’t just good marketing—it’s good understanding.
Because when it comes to many everyday essentials, Inday knows best.
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Respondent Profile
Project Cindayrella, 2004
The study itself was conducted in Metro Manila (M.M.), but the respondents’ places of birth were geographically diverse across the Philippines. Nearly half of the participants were born in Luzon (46%), with detailed origins including Bicol (18%), Northern (15%), Southern (8%), and Central (5%). A significant portion also hailed from the Visayas (32%), with origins spanning Western (15%), Eastern (11%), and Central (6%). Respondents born in Mindanao made up 15% of the sample, originating from Northern (6%), Western (4%), and other areas (5%). Only 7% of the participants were actually born within Metro Manila where the study took place.
