Home Care in Taiwan

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.

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* 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

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