Household Care in Taiwan
Euromonitor International's Household 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, 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: 89 | Publication date: Jul 2007
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
Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Total market value growth improved
Total household care sales continued to increase in 2006. Surface care, the second largest household care category, was the main driver of growth in household care products. Surface care, air care, toilet care products and insecticides benefited from new product development, accompanied by extensive marketing campaigns. However, despite areas of growth, Taiwanese household care continues to suffer from maturity and already high market penetration. The increasing popularity of supermarkets/hypermarkets such as Carrefour and RT-Mart continues to put pressure on prices.
Air care products promising
In 2006, air care products saw the fastest growth within household care. Manufacturers launched new air care products, especially in electric air fresheners. These products targeted the younger generation, using innovative designs and natural/premium elements. Products launched in the review period in the form of liquid and gel air fresheners also continued to perform well. Sales of air care products through DIY shops (categorised under others), as well as chemists/drugstores, saw healthy growth in 2006, due to better in-store displays. On the back of this positive trend, Farcent Enterprise Co Ltd launched its Aroma SPA Atomiser in March 2006. This is an electric air freshener, and has already gained a significant share of sales.
Unilever Taiwan Ltd continues its lead
The market in Taiwan for household care products remained consolidated in 2006, with the three big companies, Unilever Taiwan Ltd, SC Johnson & Son Taiwan Ltd and Kao (Taiwan) Corp each accounting for more than a 10% value share. Unilever Taiwan emerged as a leader in 2006, with increased sales on the back of in-store advertising campaigns and price promotion for its leading brands, Bai Lan and Snuggle. SC Johnson & Son experienced a slight decline in share in 2006 due to the withdrawal of its Baygon insecticides. Kao also witnessed a fall in share, because its Wonderful detergent was withdrawn from the laundry care sector.
In-store display more important than TV commercials
Supermarkets/hypermarkets remains the most important distribution channel for household care products, accounting for almost 70% of total sales. Retailing channels are so powerful that some manufacturers reduced expenditure on TV commercials and invested more on in-store activities and promotional campaigns in supermarkets/hypermarkets. Chemists/drugstores saw sales growth in 2006 because manufacturers of laundry care, air care and insecticides launched higher quality products in such channels.
Modest performance due to market maturity
Value growth in household care is predicted to experience a slowdown in value terms over the forecast period. Due to the maturity of the household care market and high level of household penetration for these products, it will be difficult to increase volume sales in the forecast period. Unit prices are also predicted to decline due to the severe price competition in main retailers. Consumers are expected to increasingly shop in value-priced supermarkets/hypermarkets. Since it is difficult to raise prices for mass products, manufacturers are likely to launch more premium-positioned products in chemist/drugstores and convenience stores to increase profit margins.
Table of contents
HOUSEHOLD CARE IN TAIWAN : MARKET INSIGHT
EXECUTIVE SUMMARY
Total market value growth improved
Air care products promising
Unilever Taiwan Ltd continues its lead
In-store display more important than TV commercials
Modest performance due to market maturity
KEY TRENDS AND DEVELOPMENTS
Premium products on the rise
Consumers want lifestyle products
Lower profits urged manufacturers to launch in chemists/drugstores/internet
Lower-price lower-quality offered in the market
Hygiene function becomes standard
MARKET INDICATORS
Table 1 Households 2001-2006
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2001-2006
Table 3 Sales of Household Care by Sector: % Value Growth 2001-2006
Table 4 Household Care Company Shares 2002-2006
Table 5 Household Care Brand Shares 2003-2006
Table 6 Penetration of Private Label by Sector 2002-2006
Table 7 Sales of Household Care by Distribution Format: % Analysis 2001/2006
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2006
Table 9 Forecast Sales of Household Care by Sector: Value 2006-2011
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2006-2011
DEFINITIONS
LOCAL COMPANY PROFILES - TAIWAN
CHU CHEN INDUSTRIAL CO LTD - HOUSEHOLD CARE - TAIWAN
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Chu Chen Industrial Co Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 2 Chu Chen Industrial Co Ltd: Competitive Position 2006
FARCENT ENTERPRISE CO LTD - HOUSEHOLD CARE - TAIWAN
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Farcent Enterprise Co Ltd: Key Facts
Summary 4 Farcent Enterprise Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 5 Farcent Enterprise Co Ltd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 6 Farcent Enterprise Co Ltd: Competitive Position 2006
MAGIC AMAH HOUSEHOLD TAIWAN CO LTD - HOUSEHOLD CARE - TAIWAN
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Magic Amah Household Taiwan Co Ltd: Key Facts
Summary 8 Magic Amah Household Taiwan Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Magic Amah Household Taiwan Co Ltd: Competitive Position 2006
MAO BAO CHEMICAL PRODUCTS INC - HOUSEHOLD CARE - TAIWAN
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Mao Bao Chemical Products Inc: Key Facts
Summary 11 Mao Bao Chemical Products Inc: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 12 Mao Bao Chemical Products Inc: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 13 Summary Mao Bao Chemical Products Inc: Competitive Position 2006
NICE ENTERPRISE CO LTD - HOUSEHOLD CARE - TAIWAN
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Nice Enterprise Co Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 Nice Enterprise Co Ltd: Competitive Position 2006
LAUNDRY CARE IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2001-2006
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2001-2006
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2001-2006
Table 14 Sales of Laundry Detergents by Type: Value 2001-2006
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2001-2006
Table 16 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2006
Table 17 Sales of Laundry Aids by Type: Value 2001-2006
Table 18 Sales of Laundry Aids by Type: % Value Growth 2001-2006
Table 19 Laundry Care Company Shares 2002-2006
Table 20 Laundry Care Brand Shares 2003-2006
Table 21 Laundry Detergents Company Shares 2002-2006
Table 22 Laundry Detergents Brand Shares 2003-2006
Table 23 Laundry Aids Company Shares 2002-2006
Table 24 Laundry Aids Brand Shares 2003-2006
Table 25 Forecast Sales of Laundry Care by Subsector: Value 2006-2011
Table 26 Forecast Sales of Laundry Care by Subsector: % Value Growth 2006-2011
DISHWASHING PRODUCTS IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 27 Household Penetration of Dishwashers 2001-2006
SECTOR DATA
Table 28 Sales of Dishwashing Products by Subsector: Value 2001-2006
Table 29 Sales of Dishwashing Products by Subsector: % Value Growth 2001-2006
Table 30 Dishwashing Products Company Shares 2002-2006
Table 31 Dishwashing Products Brand Shares 2003-2006
Table 32 Forecast Sales of Dishwashing Products by Subsector: Value 2006-2011
Table 33 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2006-2011
SURFACE CARE IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 34 Sales of Surface Care by Subsector: Value 2001-2006
Table 35 Sales of Surface Care by Subsector: % Value Growth 2001-2006
Table 36 Sales of Wipes by Type: Value 2001-2006
Table 37 Sales of Wipes by Type: % Value Growth 2001-2006
Table 38 Surface Care Company Shares 2002-2006
Table 39 Surface Care Brand Shares 2003-2006
Table 40 Wipes Company Shares 2002-2006
Table 41 Wipes Brand Shares 2003-2006
Table 42 Forecast Sales of Surface Care by Subsector: Value 2006-2011
Table 43 Forecast Sales of Surface Care by Subsector: % Value Growth 2006-2011
CHLORINE BLEACH IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of Chlorine Bleach: Value 2001-2006
Table 45 Sales of Chlorine Bleach: % Value Growth 2001-2006
Table 46 Chlorine Bleach Company Shares 2002-2006
Table 47 Chlorine Bleach Brand Shares 2003-2006
Table 48 Forecast Sales of Chlorine Bleach: Value 2006-2011
Table 49 Forecast Sales of Chlorine Bleach: % Value Growth 2006-2011
TOILET CARE PRODUCTS IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 50 Sales of Toilet Care Products by Subsector: Value 2001-2006
Table 51 Sales of Toilet Care Products by Subsector: % Value Growth 2001-2006
Table 52 Toilet Care Products Company Shares 2002-2006
Table 53 Toilet Care Products Brand Shares 2003-2006
Table 54 Forecast Sales of Toilet Care Products by Subsector: Value 2006-2011
Table 55 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2006-2011
POLISHES IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Sales of Polishes by Subsector: Value 2001-2006
Table 57 Sales of Polishes by Subsector: % Value Growth 2001-2006
Table 58 Polishes Company Shares 2002-2006
Table 59 Polishes Brand Shares 2003-2006
Table 60 Forecast Sales of Polishes by Subsector: Value 2006-2011
Table 61 Forecast Sales of Polishes by Subsector: % Value Growth 2006-2011
AIR CARE IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 62 Sales of Air Care by Subsector: Value 2001-2006
Table 63 Sales of Air Care by Subsector: % Value Growth 2001-2006
Table 64 Leading Fragrances for Air Care 2006
Table 65 Air Care Company Shares 2002-2006
Table 66 Air Care Brand Shares 2003-2006
Table 67 Forecast Sales of Air Care by Subsector: Value 2006-2011
Table 68 Forecast Sales of Air Care by Subsector: % Value Growth 2006-2011
INSECTICIDES IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 69 Sales of Insecticides by Subsector: Value 2001-2006
Table 70 Sales of Insecticides by Subsector: % Value Growth 2001-2006
Table 71 Insecticides Company Shares 2002-2006
Table 72 Insecticides Brand Shares 2003-2006
Table 73 Forecast Sales of Insecticides by Subsector: Value 2006-2011
Table 74 Forecast Sales of Insecticides by Subsector: % Value Growth 2006-2011