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: 90 | Publication date: Sep 2009
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
Value sales decline due to economic downturn
Household care value sales declined slightly during 2008. The decline was highest within insecticides, with sales being hit by unusual weather conditions. The economic downturn has resulted in an increase in consumer price sensitivity, especially since manufacturers decided to increase prices during the review period.
Unit prices increase due to rising petrol and raw material costs
Household cleaning product production costs increased during the review period due to rising petrol prices. As a result, the majority of manufacturers increased their unit prices in order to cover lost profits. Although some players did not increase prices directly, they reduced their price discounting and promotional activities. Many manufacturers have claimed that the unit price increases were not actually sufficient to cover increased costs. As a result, when petrol and raw material prices declined towards the end of the review period, most producers maintained prices at their current levels.
Limited new product development due to cost constraints
There were very few new product launches during 2008 due to the fact that most companies were unwilling to invest significant sums on new product development, marketing, and distribution activities as a result of the uncertain economic climate. When manufacturers have limited budgets and do not want to take the risk associated with introducing new products, they typically turn towards imported products. For example, Kao (Taiwan) Corp and United Pros Co Ltd both launched new imported products during 2008.
Increasing popularity of supermarkets/hypermarkets
The distribution value share of supermarkets/hypermarkets continued to increase during the review period. Supermarkets/hypermarkets have strong bargaining power and often put significant price pressure on manufacturers in order to ensure that they can offer more competitive retail prices.
New efficient products and increased marketing key to future growth
Surface care and toilet care products are expected to record positive constant value growth over the forecast period while sales within the laundry, chlorine bleach, polish, and air care segments are expected to shrink. The impact of the economic downturn on consumer disposable incomes will negatively affect demand within household care, especially with regard to products that are not regarded as a necessity. However, products which offer a high level of efficiency and multi-functionality are expected to increase in popularity since an increasing number of consumers are looking to reduce the time they spend on household cleaning. Marketing will remain one of the key factors with regard to driving sales over the coming years.
Table of contents
HOUSEHOLD CARE IN TAIWAN : MARKET INSIGHT
EXECUTIVE SUMMARY
Value sales decline due to economic downturn
Unit prices increase due to rising petrol and raw material costs
Limited new product development due to cost constraints
Increasing popularity of supermarkets/hypermarkets
New efficient products and increased marketing key to future growth
KEY TRENDS AND DEVELOPMENTS
Increasing demand for eco-friendly products
Increasing price competition
Packaging size preferences vary by consumer group
Increasing demand for functional and power cleaning products
Increasing importance of advertising and packaging
MARKET INDICATORS
Table 1 Households 2003-2008
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2003-2008
Table 3 Sales of Household Care by Sector: % Value Growth 2003-2008
Table 4 Household Care Company Shares 2004-2008
Table 5 Household Care Brand Shares 2005-2008
Table 6 Penetration of Private Label by Sector 2003-2008
Table 7 Sales of Household Care by Distribution Format: % Analysis 2003-2008
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2008
Table 9 Forecast Sales of Household Care by Sector: Value 2008-2013
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - TAIWAN
CHU CHEN INDUSTRIAL CO LTD - HOUSEHOLD CARE - TAIWAN
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Chu Chen Industrial Co Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Chu Chen Industrial Co Ltd: Competitive Position 2008
FARCENT ENTERPRISE CO LTD - HOUSEHOLD CARE - TAIWAN
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Farcent Enterprise Co Ltd: Key Facts
Summary 5 Farcent Enterprise Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 6 Farcent Enterprise Co Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 7 Farcent Enterprise Co Ltd: Competitive Position 2008
MAGIC AMAH HOUSEHOLD TAIWAN CO LTD - HOUSEHOLD CARE - TAIWAN
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Magic Amah Household Taiwan Co Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Magic Amah Household Taiwan Co Ltd: Competitive Position 2008
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
COMPETITIVE POSITIONING
Summary 12 Mao Bao Chemical Products Inc: Competitive Position 2008
NICE ENTERPRISE CO LTD - HOUSEHOLD CARE - TAIWAN
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Nice Enterprise Co Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 14 Nice Enterprise Co Ltd: Competitive Position 2008
SHAKLEE (ASIA) INC - HOUSEHOLD CARE - TAIWAN
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Shaklee Asia Inc: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
LAUNDRY CARE IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2003-2008
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2003-2008
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2003-2008
Table 14 Sales of Laundry Detergents by Type: Value 2003-2008
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2003-2008
Table 16 Sales of Laundry Aids by Type: Value 2003-2008
Table 17 Sales of Laundry Aids by Type: % Value Growth 2003-2008
Table 18 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2008
Table 19 Laundry Care Company Shares 2004-2008
Table 20 Laundry Care Brand Shares 2005-2008
Table 21 Laundry Detergents Company Shares 2004-2008
Table 22 Laundry Detergents Brand Shares 2005-2008
Table 23 Laundry Aids Company Shares 2004-2008
Table 24 Laundry Aids Brand Shares 2005-2008
Table 25 Forecast Sales of Laundry Care by Subsector: Value 2008-2013
Table 26 Forecast Sales of Laundry Care by Subsector: % Value Growth 2008-2013
DISHWASHING PRODUCTS IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 27 Household Penetration of Dishwashers 2003-2008
SECTOR DATA
Table 28 Sales of Dishwashing Products by Subsector: Value 2003-2008
Table 29 Sales of Dishwashing Products by Subsector: % Value Growth 2003-2008
Table 30 Dishwashing Products Company Shares 2004-2008
Table 31 Dishwashing Products Brand Shares 2005-2008
Table 32 Forecast Sales of Dishwashing Products by Subsector: Value 2008-2013
Table 33 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2008-2013
SURFACE CARE IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 34 Sales of Surface Care by Subsector: Value 2003-2008
Table 35 Sales of Surface Care by Subsector: % Value Growth 2003-2008
Table 36 Sales of Household Care Wipes and Floor Cleaning Systems by Type: Value 2003-2008
Table 37 Sales of Household Care Wipes and Floor Cleaning Systems by Type: % Value Growth 2003-2008
Table 38 Surface Care Company Shares 2004-2008
Table 39 Surface Care Brand Shares 2005-2008
Table 40 Household Care Wipes and Floor Cleaning Systems Company Shares 2004-2008
Table 41 Household Care Wipes and Floor Cleaning Systems Brand Shares 2005-2008
Table 42 Forecast Sales of Surface Care by Subsector: Value 2008-2013
Table 43 Forecast Sales of Surface Care by Subsector: % Value Growth 2008-2013
CHLORINE BLEACH IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of Chlorine Bleach: Value 2003-2008
Table 45 Sales of Chlorine Bleach: % Value Growth 2003-2008
Table 46 Chlorine Bleach Company Shares 2004-2008
Table 47 Chlorine Bleach Brand Shares 2005-2008
Table 48 Forecast Sales of Chlorine Bleach: Value 2008-2013
Table 49 Forecast Sales of Chlorine Bleach: % Value Growth 2008-2013
TOILET CARE PRODUCTS IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 50 Sales of Toilet Care Products by Subsector: Value 2003-2008
Table 51 Sales of Toilet Care Products by Subsector: % Value Growth 2003-2008
Table 52 Toilet Care Products Company Shares 2004-2008
Table 53 Toilet Care Products Brand Shares 2005-2008
Table 54 Forecast Sales of Toilet Care Products by Subsector: Value 2008-2013
Table 55 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2008-2013
POLISHES IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Sales of Polishes by Subsector: Value 2003-2008
Table 57 Sales of Polishes by Subsector: % Value Growth 2003-2008
Table 58 Polishes Company Shares 2004-2008
Table 59 Polishes Brand Shares 2005-2008
Table 60 Forecast Sales of Polishes by Subsector: Value 2008-2013
Table 61 Forecast Sales of Polishes by Subsector: % Value Growth 2008-2013
AIR CARE IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 62 Sales of Air Care by Subsector: Value 2003-2008
Table 63 Sales of Air Care by Subsector: % Value Growth 2003-2008
Table 64 Air Care Fragrances Rankings by Value 2006-2008
Table 65 Air Care Company Shares 2004-2008
Table 66 Air Care Brand Shares 2005-2008
Table 67 Forecast Sales of Air Care by Subsector: Value 2008-2013
Table 68 Forecast Sales of Air Care by Subsector: % Value Growth 2008-2013
INSECTICIDES IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 69 Sales of Insecticides by Subsector: Value 2003-2008
Table 70 Sales of Insecticides by Subsector: % Value Growth 2003-2008
Table 71 Spray Insecticides by Type: % Value Breakdown 2006-2008
Table 72 Insecticides Company Shares 2004-2008
Table 73 Insecticides Brand Shares 2005-2008
Table 74 Forecast Sales of Insecticides by Subsector: Value 2008-2013
Table 75 Forecast Sales of Insecticides by Subsector: % Value Growth 2008-2013