Home Care in Taiwan
Home care in Taiwan posts slower value growth in 2019 compared to 2018. Except for bleach and polishes, most categories register positive growth. Growth in home care has been driven by environmental concerns aroused among Taiwanese consumers, innovation with product formulation being improved and rising demand awakened in personal hygiene especially under subtropical weather. Manufacturers have thus invested in rounds of product development and marketing campaigns, and more consumers have been i...
Euromonitor International's Home Care in Taiwan market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2024 illustrate how the market is set to change.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
* Get a detailed picture of the Home Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.
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- Home Care in Taiwan
- Euromonitor International
- March 2020
- List OF CONTENTS AND TABLES
- EXECUTIVE SUMMARY
- Slower retail value growth in home care in 2019
- More hygiene consciousness awakened among Taiwanese
- Kao (Taiwan) Ltd leads home care for another year
- Manufacturers are trying to trigger higher growth through innovation
- Projected slightly faster growth expected over the forecast period
- MARKET INDICATORS
- Table 1 Households 2014-2019
- MARKET DATA
- Table 2 Sales of Home Care by Category: Value 2014-2019
- Table 3 Sales of Home Care by Category: % Value Growth 2014-2019
- Table 4 NBO Company Shares of Home Care: % Value 2015-2019
- Table 5 LBN Brand Shares of Home Care: % Value 2016-2019
- Table 6 Penetration of Private Label in Home Care by Category: % Value 2014-2019
- Table 7 Distribution of Home Care by Format: % Value 2014-2019
- Table 8 Distribution of Home Care by Format and Category: % Value 2019
- Table 9 Forecast Sales of Home Care by Category: Value 2019-2024
- Table 10 Forecast Sales of Home Care by Category: % Value Growth 2019-2024
- SOURCES
- Summary 1 Research Sources
- HEADLINES
- PROSPECTS
- Growing concerns for hygiene and quality of life contribute to overall growth
- Consumption polarisation has become clearer among Taiwanese
- Laundry aids and fabric softeners remain niche in Taiwan
- COMPETITIVE LANDSCAPE
- Kao (Taiwan) Ltd enlarges value gap to Unilever due to stronger Japanese brand appeal
- International brands hold more leverage than local players
- Internet retailing and traditional hardware stores cannot be ignored in laundry care
- CATEGORY INDICATORS
- Table 11 Household Possession of Washing Machines 2014-2019
- CATEGORY DATA
- Table 12 Sales of Laundry Care by Category: Value 2014-2019
- Table 13 Sales of Laundry Care by Category: % Value Growth 2014-2019
- Table 14 Sales of Laundry Aids by Category: Value 2014-2019
- Table 15 Sales of Laundry Aids by Category: % Value Growth 2014-2019
- Table 16 Sales of Laundry Detergents by Category: Value 2014-2019
- Table 17 Sales of Laundry Detergents by Category: % Value Growth 2014-2019
- Table 18 NBO Company Shares of Laundry Care: % Value 2015-2019
- Table 19 LBN Brand Shares of Laundry Care: % Value 2016-2019
- Table 20 NBO Company Shares of Laundry Aids: % Value 2015-2019
- Table 21 LBN Brand Shares of Laundry Aids: % Value 2016-2019
- Table 22 NBO Company Shares of Laundry Detergents: % Value 2015-2019
- Table 23 LBN Brand Shares of Laundry Detergents: % Value 2016-2019
- Table 24 Forecast Sales of Laundry Care by Category: Value 2019-2024
- Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2019-2024
- HEADLINES
- PROSPECTS
- Hand dishwashing continues to focus on more eco-friendly features
- Hand dishwashing remains the largest subcategory among dishwashing
- Taiwanese prefer automatic dishwashing powder over tablets
- COMPETITIVE LANDSCAPE
- Nice Enterprise Co Ltd leads dishwashing due to higher value in hand dishwashing
- International players have slowly lost share to domestic competitors
- Different channels provide appropriate platforms for different subcategories
- CATEGORY INDICATORS
- Table 26 Household Possession of Dishwashers 2014-2019
- CATEGORY DATA
- Table 27 Sales of Dishwashing by Category: Value 2014-2019
- Table 28 Sales of Dishwashing by Category: % Value Growth 2014-2019
- Table 29 NBO Company Shares of Dishwashing: % Value 2015-2019
- Table 30 LBN Brand Shares of Dishwashing: % Value 2016-2019
- Table 31 Forecast Sales of Dishwashing by Category: Value 2019-2024
- Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2019-2024
- HEADLINES
- PROSPECTS
- Almost all surface care subcategories post positive growth
- Home care wipes posts negative growth due to the decline in dry wipes
- Consumers become more environmentally concerned when choosing surface care
- COMPETITIVE LANDSCAPE
- SC Johnson & Son Taiwan Ltd maintains lead in surface care
- Domestic brands are catching up with differentiated product focus
- More natural direction in surface care might bring more new players into play
- CATEGORY DATA
- Table 33 Sales of Surface Care by Category: Value 2014-2019
- Table 34 Sales of Surface Care by Category: % Value Growth 2014-2019
- Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2014-2019
- Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2014-2019
- Table 37 NBO Company Shares of Surface Care: % Value 2015-2019
- Table 38 LBN Brand Shares of Surface Care: % Value 2016-2019
- Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2019
- Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2019
- Table 41 Forecast Sales of Surface Care by Category: Value 2019-2024
- Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2019-2024
- HEADLINES
- PROSPECTS
- Bleach is less welcome due to desire for healthy lifestyles
- Bleach loses out to replacement products in surface care
- Bleach is more preferred for toilet/bathroom cleaning
- COMPETITIVE LANDSCAPE
- Kao (Taiwan) Corp leads bleach with stronger brand influence
- International players dominate with wider distribution channels
- Private label has some presence in bleach
- CATEGORY DATA
- Table 43 Sales of Bleach: Value 2014-2019
- Table 44 Sales of Bleach: % Value Growth 2014-2019
- Table 45 NBO Company Shares of Bleach: % Value 2015-2019
- Table 46 LBN Brand Shares of Bleach: % Value 2016-2019
- Table 47 Forecast Sales of Bleach: Value 2019-2024
- Table 48 Forecast Sales of Bleach: % Value Growth 2019-2024
- HEADLINES
- PROSPECTS
- Toilet care maintains positive growth in Taiwan
- Toilet liquids/foam records both higher retail value and growth rate
- In-cistern devices have become less welcome among Taiwanese
- COMPETITIVE LANDSCAPE
- SC Johnson & Son Taiwan Ltd leads with Mr Muscle with clear advantage
- Toilet care is equally divided between international and domestic players
- Private label and premium brands have limited presence in Taiwan
- CATEGORY DATA
- Table 49 Sales of Toilet Care by Category: Value 2014-2019
- Table 50 Sales of Toilet Care by Category: % Value Growth 2014-2019
- Table 51 NBO Company Shares of Toilet Care: % Value 2015-2019
- Table 52 LBN Brand Shares of Toilet Care: % Value 2016-2019
- Table 53 Forecast Sales of Toilet Care by Category: Value 2019-2024
- Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2019-2024
- HEADLINES
- PROSPECTS
- Polishes is less favoured by Taiwanese due to local consumption habits
- Furniture polish keeps declining in retail value
- Shoe polish declines faster in retail value compared to furniture polish
- COMPETITIVE LANDSCAPE
- SC Johnson & Son Taiwan Ltd maintains its dominant position
- Local players still fall behind overseas giant due to weaker brand influence
- Marketing campaigns rare in polishes
- CATEGORY DATA
- Table 55 Sales of Polishes by Category: Value 2014-2019
- Table 56 Sales of Polishes by Category: % Value Growth 2014-2019
- Table 57 NBO Company Shares of Polishes: % Value 2015-2019
- Table 58 LBN Brand Shares of Polishes: % Value 2016-2019
- Table 59 Forecast Sales of Polishes by Category: Value 2019-2024
- Table 60 Forecast Sales of Polishes by Category: % Value Growth 2019-2024
- HEADLINES
- PROSPECTS
- Gel air fresheners becomes the largest subcategory in value terms in air care
- Liquid air fresheners posts the fastest value growth
- Integrating more functions into air care expected to be future driving force
- COMPETITIVE LANDSCAPE
- Farcent expands brand share by diversified product lines and innovative product designs
- Local giants dominate, whereas foreign brands exert little influence
- Internet retailers, alongside health and beauty specialists, demonstrate their potential in boosting sales performance in air care
- CATEGORY DATA
- Table 61 Sales of Air Care by Category: Value 2014-2019
- Table 62 Sales of Air Care by Category: % Value Growth 2014-2019
- Table 63 Sales of Air Care by Fragrance: Value Ranking 2018-2019
- Table 64 NBO Company Shares of Air Care: % Value 2015-2019
- Table 65 LBN Brand Shares of Air Care: % Value 2016-2019
- Table 66 Forecast Sales of Air Care by Category: Value 2019-2024
- Table 67 Forecast Sales of Air Care by Category: % Value Growth 2019-2024
- HEADLINES
- PROSPECTS
- Longer hotter summer seasons result in healthy growth in home insecticides
- Other home insecticides registers higher growth rate
- Spray/Aerosol insecticides remains largest subcategory
- COMPETITIVE LANDSCAPE
- Chung Tai Hsing Chemical Industry Co Ltd maintains lead due to extensive product portfolio and brands
- Domestic players continue dominating, whereas international players expand slowly
- Other HC non-grocery retailers prove indispensable in home insecticides
- CATEGORY DATA
- Table 68 Sales of Home Insecticides by Category: Value 2014-2019
- Table 69 Sales of Home Insecticides by Category: % Value Growth 2014-2019
- Table 70 Sales of Spray/Aerosol Insecticides by Type: % Value 2014-2019
- Table 71 NBO Company Shares of Home Insecticides: % Value 2015-2019
- Table 72 LBN Brand Shares of Home Insecticides: % Value 2016-2019
- Table 73 Forecast Sales of Home Insecticides by Category: Value 2019-2024
- Table 74 Forecast Sales of Home Insecticides by Category: % Value Growth 2019-2024