Cosmetics And Toiletries in Taiwan
Euromonitor International's Cosmetics And Toiletries 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, 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 illustrate how the market is set to change.
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Tables: 128 | Publication date: May 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Baby care; Bath and shower products; Colour cosmetics; Deodorants; Depilatories; Fragrances; Hair care; Men's grooming products; Oral hygiene; Premium cosmetics; Skin care; Sun care
Executive summary
Growth Slows Due to Flat Economic Performance
Retail sales of cosmetics and toiletries in 2007 showed slower growth than in 2006 due to the effects of credit card debt problems in 2006 and also economic downturn in Taiwan. In addition to the high unemployment rate and low salary growth, consumers were more conservative when purchasing cosmetics and toiletries products, particularly high-priced counter brands in skin care and colour cosmetics. Price-conscious consumers chose instead to purchase such items in supermarkets/hypermarkets offering price promotions and during anniversary sales in department stores. The unstable political situation prior to the presidential election in 2008 also weakened the economy in Taiwan, thus growth in sales of cosmetics and toiletries in 2007 slowed to its lowest rate during the review period.
Mass Brands Enjoy Growth
Impacted by the flat economy, consumers tended to purchase more mass brands than premium brands. There were more new mass brands and products available in drugstores/parapharmacies during the review period. Premium brands also extended their product lines into mass brands to stimulate consumer interest. Consumers had more confidence in mass brands when they found mass brands to offer similar quality as premium brands in skin care and colour cosmetics, but at more reasonable prices. The growth of mass brands increased retail volume sales but constrained value growth.
Men’s Grooming Products Registered Healthy Growth
Given the saturated state of women’s cosmetics and toiletries, manufacturers started to look to men’s grooming products, offering new gender-specific products, such as men’s shower gels, shampoos, facial cleansers and facial moisturisers. Influenced by fashion trends in Western countries and Japan, male consumers in Taiwan became more aware of their appearance and were willing to purchase customised products specifically for men. Distribution channels such as drugstores/parapharmacies and supermarkets/hypermarkets introduced sections or shelf space displaying brands of men’s grooming products. Some department stores also created entire floors for men’s products, including skin care and the offer of professional expertise in male body care.
Increased Sales in Drugstores/parapharmacies
The growth of mass brands contributed to the increase of sales through drugstores/parapharmacies. In addition to the convenient location of most drugstores/parapharmacies, increasing numbers of outlets boosted sales growth. Cosmed underwent considerable expansion, with the number of outlets increasing from 210 outlets in 2006 to 248 outlets in 2007. Apart from the provision of a wide range of cosmetics and toiletries in drugstores/parapharmacies, there were also some exclusive brands which were sold only in drugstores/parapharmacies. Both Cosmed and A.S. Watson (Watson’s) offered exclusive brands, such as Caudalie, Yes to Carrots, and Tri-Aktiline, and also dermatologist brands to attract consumers. Moreover, drugstores/parapharmacies also provided a convenient, unpressured shopping environment for consumers who want to trial new products.
Anti-ageing Trend Continues to Grow
Due to the ageing population in Taiwan, demand for anti-ageing products in cosmetics and toiletries is expected to continue to grow over the forecast period. Not only premium brands offer anti-ageing products, there are more mass brands offering similar products to target mass consumers. Furthermore, the age of users of anti-ageing products is falling as younger consumers respond to manufacturers’ promotions and apply anti-ageing products at earlier stages in their lives. The anti-ageing trend has also moved outside skin care and is expected to extend to other cosmetics and toiletries sectors, such as hair care, men’s grooming products and colour cosmetics.
Table of contents
COSMETICS AND TOILETRIES IN TAIWAN : MARKET INSIGHT
EXECUTIVE SUMMARY
Growth Slows Due to Flat Economic Performance
Mass Brands Enjoy Growth
Men’s Grooming Products Registered Healthy Growth
Increased Sales in Drugstores/parapharmacies
Anti-ageing Trend Continues to Grow
KEY TRENDS AND DEVELOPMENTS
Private Label Product Expansion
Online Shopping Gains Strength
Products Developed With More Natural Ingredients
Increasing Focus on Specific Target Consumers
Premium Brands Extend Product Ranges to Mass Brands
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2002-2007
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2002-2007
Table 3 Sales of Premium Cosmetics by Sector: Value 2002-2007
Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2002-2007
Table 5 Cosmetics and Toiletries Company Shares by NBO Retail Value 2003-2007
Table 6 Cosmetics and Toiletries Company Shares by GBO Retail Value 2003-2007
Table 7 Cosmetics and Toiletries Brand Shares by Retail Value 2004-2007
Table 8 Penetration of Private Label by Sector by Retail Value 2002-2007
Table 9 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2002-2007
Table 10 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2007
Table 11 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2007-2012
Table 12 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2007-2012
Table 13 Forecast Sales of Premium Cosmetics by Sector: Value 2007-2012
Table 14 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2007-2012
APPENDIX
Gift Sets
DEFINITIONS
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - TAIWAN
GALIEN INDUSTRIAL CO LTD - COSMETICS AND TOILETRIES - TAIWAN
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Galien Industrial Co Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Galien Industrial Co Ltd: Competitive Position 2007
MAYWUFA CO LTD - COSMETICS AND TOILETRIES - TAIWAN
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Maywufa Co Ltd: Key Facts
Summary 5 Maywufa Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 6 Maywufa Co Ltd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 7 Maywufa Co Ltd: Competitive Position 2007
NICE ENTERPRISE CO LTD - COSMETICS AND TOILETRIES - TAIWAN
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Nice Enterprise Co Ltd: Key Facts
Summary 9 Nice Enterprise Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Nice Enterprise Co Ltd: Competitive Position 2007
SHEN HSIANG TANG CO LTD - COSMETICS AND TOILETRIES - TAIWAN
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Shen Hsiang Tang Co Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Shen Hsiang Tang Co Ltd: Competitive Position 2007
TAIWAN SUGAR CORP - COSMETICS AND TOILETRIES - TAIWAN
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Taiwan Sugar Corp: Key Facts
Summary 14 Taiwan Sugar Corp: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 15 Taiwan Sugar Corp: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 16 Taiwan Sugar Corp: Competitive Position 2007
BABY CARE IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 15 Sales of Baby Care by Subsector: Value 2002-2007
Table 16 Sales of Baby Care by Subsector: % Value Growth 2002-2007
Table 17 Baby Care Premium Vs Mass % Analysis 2002-2007
Table 18 Baby Care Company Shares by Retail Value 2003-2007
Table 19 Baby Care Brand Shares by Retail Value 2004-2007
Table 20 Baby Care Premium Brand Shares 2007
Table 21 Forecast Sales of Baby Care by Subsector: Value 2007-2012
Table 22 Forecast Sales of Baby Care by Subsector: % Value Growth 2007-2012
Table 23 Forecast Baby Care Premium Vs Mass % Analysis 2007-2012
BATH AND SHOWER PRODUCTS IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 24 Sales of Bath and Shower Products by Subsector: Value 2002-2007
Table 25 Sales of Bath and Shower Products by Subsector: % Value Growth 2002-2007
Table 26 Bath and Shower Products Premium Vs Mass % Analysis 2002-2007
Table 27 Bath and Shower Products Company Shares by Retail Value 2003-2007
Table 28 Bath and Shower Products Brand Shares by Retail Value 2004-2007
Table 29 Bath and Shower Products Premium Brand Shares 2007
Table 30 Forecast Sales of Bath and Shower Products by Subsector: Value 2007-2012
Table 31 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2007-2012
Table 32 Forecast Bath and Shower Products Premium Vs Mass % Analysis 2007-2012
DEODORANTS IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 33 Sales of Deodorants by Subsector: Value 2002-2007
Table 34 Sales of Deodorants by Subsector: % Value Growth 2002-2007
Table 35 Deodorants Premium Vs Mass % Analysis 2002-2007
Table 36 Deodorants Company Shares by Retail Value 2003-2007
Table 37 Deodorants Brand Shares by Retail Value 2004-2007
Table 38 Deodorants Premium Brand Shares 2007
Table 39 Forecast Sales of Deodorants by Subsector: Value 2007-2012
Table 40 Forecast Sales of Deodorants by Subsector: % Value Growth 2007-2012
Table 41 Forecast Deodorants Premium Vs Mass % Analysis 2007-2012
HAIR CARE IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 42 Sales of Hair Care by Subsector: Value 2002-2007
Table 43 Sales of Hair Care by Subsector: % Value Growth 2002-2007
Table 44 Hair Care Premium Vs Mass % Analysis 2002-2007
Table 45 Hair Care Company Shares by Retail Value 2003-2007
Table 46 Hair Care Brand Shares by Retail Value 2004-2007
Table 47 Styling Agents Brand Shares by Retail Value 2004-2007
Table 48 Salon Hair Care Company Shares by Retail Value 2003-2007
Table 49 Salon Hair Care Brand Shares by Retail Value 2004-2007
Table 50 Hair Care Premium Brand Shares 2007
Table 51 Forecast Sales of Hair Care by Subsector: Value 2007-2012
Table 52 Forecast Sales of Hair Care by Subsector: % Value Growth 2007-2012
Table 53 Forecast Hair Care Premium Vs Mass % Analysis 2007-2012
Table 54 Retail Sales of Styling Agents by Type 2003-2007
COLOUR COSMETICS IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 55 Sales of Colour Cosmetics by Subsector: Value 2002-2007
Table 56 Sales of Colour Cosmetics by Subsector: % Value Growth 2002-2007
Table 57 Colour Cosmetics Premium Vs Mass % Analysis 2002-2007
Table 58 Colour Cosmetics Company Shares by Retail Value 2003-2007
Table 59 Colour Cosmetics Brand Shares by Retail Value 2004-2007
Table 60 Colour Cosmetics Premium Brand Shares 2007
Table 61 Forecast Sales of Colour Cosmetics by Subsector: Value 2007-2012
Table 62 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2007-2012
Table 63 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2007-2012
MEN'S GROOMING PRODUCTS IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 64 Sales of Men's Grooming Products by Subsector: Value 2002-2007
Table 65 Sales of Men's Grooming Products by Subsector: % Value Growth 2002-2007
Table 66 Sales of Men's Razors and Blades by Type 2005-2007
Table 67 Men's Grooming Products Company Shares by Retail Value 2003-2007
Table 68 Men's Grooming Products Brand Shares by Retail Value 2004-2007
Table 69 Forecast Sales of Men's Grooming Products by Subsector: Value 2007-2012
Table 70 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2007-2012
ORAL HYGIENE IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 71 Sales of Oral Hygiene by Subsector: Value 2002-2007
Table 72 Sales of Oral Hygiene by Subsector: % Value Growth 2002-2007
Table 73 Sales of Manual and Power Toothbrushes by Type: Value 2002-2007
Table 74 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2002-2007
Table 75 Oral Hygiene Company Shares by Retail Value 2003-2007
Table 76 Oral Hygiene Brand Shares by Retail Value 2004-2007
Table 77 Forecast Sales of Oral Hygiene by Subsector: Value 2007-2012
Table 78 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2007-2012
Table 79 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2007-2012
Table 80 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2007-2012
FRAGRANCES IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 81 Sales of Fragrances by Subsector: Value 2002-2007
Table 82 Sales of Fragrances by Subsector: % Value Growth 2002-2007
Table 83 Fragrances Premium Vs Mass % Analysis 2002-2007
Table 84 Fragrances Company Shares by Retail Value 2003-2007
Table 85 Fragrances Brand Shares by Retail Value 2004-2007
Table 86 Forecast Sales of Fragrances by Subsector: Value 2007-2012
Table 87 Forecast Sales of Fragrances by Subsector: % Value Growth 2007-2012
Table 88 Forecsast Fragrances Premium Vs Mass % Analysis 2007-2012
SKIN CARE IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 89 Sales of Skin Care by Subsector: Value 2002-2007
Table 90 Sales of Skin Care by Subsector: % Value Growth 2002-2007
Table 91 Skin Care Premium Vs Mass % Analysis 2002-2007
Table 92 Skin Care Company Shares by Retail Value 2003-2007
Table 93 Skin Care Brand Shares by Retail Value 2004-2007
Table 94 Skin Care Premium Brand Shares 2007
Table 95 Forecast Sales of Skin Care by Subsector: Value 2007-2012
Table 96 Forecast Sales of Skin Care by Subsector: % Value Growth 2007-2012
Table 97 Forecast Skin Care Premium Vs Mass % Analysis 2007-2012
DEPILATORIES IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 98 Sales of Depilatories by Subsector: Value 2002-2007
Table 99 Sales of Depilatories by Subsector: % Value Growth 2002-2007
Table 100 Depilatories Company Shares by Retail Value 2003-2007
Table 101 Depilatories Brand Shares by Retail Value 2004-2007
Table 102 Forecast Sales of Depilatories by Subsector: Value 2007-2012
Table 103 Forecast Sales of Depilatories by Subsector: % Value Growth 2007-2012
SUN CARE IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 104 Sales of Sun Care by Subsector: Value 2002-2007
Table 105 Sales of Sun Care by Subsector: % Value Growth 2002-2007
Table 106 Sun Care Premium Vs Mass % Analysis 2002-2007
Table 107 Sun Care Company Shares by Retail Value 2003-2007
Table 108 Sun Care Brand Shares by Retail Value 2004-2007
Table 109 Sun Care Premium Brand Shares 2007
Table 110 Forecast Sales of Sun Care by Subsector: Value 2007-2012
Table 111 Forecast Sales of Sun Care by Subsector: % Value Growth 2007-2012
Table 112 Forecast Sun Care Premium Vs Mass % Analysis 2007-2012