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.
Buy online to access strategic market analysis and an interactive statistical database of volume and value market sizes, company and brand shares, distribution and pricing data.
Tables: 92 | Publication date: Jun 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
Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Insignificant market value growth due to poor economy performance
Total value sales of household care products showed insignificant growth in 2007, with surface care registering the highest growth. The growth was attributed to various factors, such as natural growth due to the increased number of households and an increase in hygiene awareness due to the outbreak of various diseases, stimulating the demand for household care products, along with new product launches. However, the growth was suppressed by the poor performance of economy products, which particularly affected various categories which were mature or whose products are regarded as not necessary for consumers. For example, polishes and chlorine bleach saw declines in retail value sales as there were few product launches to kindle interest in these categories.
Retailers passed pricing pressure to manufacturers
The relationship between retailers and manufacturers was tense as retailers had the upper hand for negotiation of prices and increased fees for displaying items on shelves. Manufacturers were left with minimal profits, and leading players removed some of their brands from the shelves over the review period as a sign of protest. However, since delisting the brands may have hurt overall sales, manufacturers placed these brands back onto store shelves months later. Such incidents led many manufacturers to think of alternative ways to sell their products, such as going through alternative distribution channels such as chemists/drugstores or smaller retail outlets.
New product launches bring growth to household care
Manufacturers have been taking steps to recompense for the downward pricing pressure exerted by the retailers by launching new and innovative products into the market. An increasing variety of fragrances for air care products, consumer education to promote such items and premium products with better functions are methods manufacturers are using to entice consumers to purchase their items. As a result, despite the falling unit prices due to promotions, value performance of household care showed improvement over the review period.
Independent small grocers affected by supermarkets/hypermarkets
With the proliferation of supermarkets/hypermarkets found in Taiwan, independent small grocers are facing a threat in terms of sales as well as distribution. The value share of household care products sold by supermarkets/hypermarkets increased steadily throughout the review period. However, the value share of independent small grocers saw a big decline during the same period, which was the first review period in which independent small grocers saw a dip in sales.
Future growth driven by toilet care products
The sales of toilet care products are expected to continue to grow over the forecast period. Due to higher living standards and greater hygiene awareness, consumers’ concerns about toilet care are not limited to cleaning power anymore. Products with antigerm, antibacterial and mild formula claims appeal to consumers. Meanwhile, products with added fragrance fuel demand as well. Different coloured packaging indicating different scents is used to target female consumers. Multifunctional products combining, for example, added fragrance with antibacterial or ultra-effectiveness claims will be the major focus in this category.
Table of contents
HOUSEHOLD CARE IN TAIWAN : MARKET INSIGHT
EXECUTIVE SUMMARY
Insignificant market value growth due to poor economy performance
Retailers passed pricing pressure to manufacturers
New product launches bring growth to household care
Independent small grocers affected by supermarkets/hypermarkets
Future growth driven by toilet care products
KEY TRENDS AND DEVELOPMENTS
High hygiene standard to challenge conventional consumers’ habits
Green products supported by government programmes
Internet marketing campaigns to fit in consumers’ lifestyle
Multibrand strategy adopted by big manufactures to enlarge shares
Lower profits urged manufacturers to launch in health and beauty retailers
MARKET INDICATORS
Table 1 Households 2002-2007
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2002-2007
Table 3 Sales of Household Care by Sector: % Value Growth 2002-2007
Table 4 Household Care Company Shares 2003-2007
Table 5 Household Care Brand Shares 2004-2007
Table 6 Penetration of Private Label by Sector 2003-2007
Table 7 Sales of Household Care by Distribution Format: % Analysis 2002-2007
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2007
Table 9 Forecast Sales of Household Care by Sector: Value 2007-2012
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2007-2012
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
Summary 3 Chu Chen Industrial Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Chu Chen Industrial Co Ltd: Competitive Position 2007
FARCENT ENTERPRISE CO LTD - HOUSEHOLD CARE - TAIWAN
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Farcent Enterprise Co Ltd: Key Facts
Summary 6 Farcent Enterprise Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 7 Farcent Enterprise Co Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 8 Farcent Enterprise Co Ltd: Competitive Position 2007
MAGIC AMAH HOUSEHOLD TAIWAN CO LTD - HOUSEHOLD CARE - TAIWAN
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Magic Amah Household Taiwan Co Ltd: Key Facts
Summary 10 Magic Amah Household Taiwan Co Ltd: Operational Indicators 2006-2007
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 Magic Amah Household Taiwan Co Ltd: Competitive Position 2007
MAO BAO CHEMICAL PRODUCTS INC - HOUSEHOLD CARE - TAIWAN
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Mao Bao Chemical Products Inc: Key Facts
Summary 13 Mao Bao Chemical Products Inc: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 14 Mao Bao Chemical Products Inc: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 15 Mao Bao Chemical Products Inc: Competitive Position 2007
NICE ENTERPRISE CO LTD - HOUSEHOLD CARE - TAIWAN
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Nice Enterprise Co Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 17 Nice Enterprise Co Ltd: Competitive Position 2007
LAUNDRY CARE IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2002-2007
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2002-2007
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2002-2007
Table 14 Sales of Laundry Detergents by Type: Value 2002-2007
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2002-2007
Table 16 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2007
Table 17 Sales of Laundry Aids by Type: Value 2002-2007
Table 18 Sales of Laundry Aids by Type: % Value Growth 2002-2007
Table 19 Laundry Care Company Shares 2003-2007
Table 20 Laundry Care Brand Shares 2004-2007
Table 21 Laundry Detergents Company Shares 2003-2007
Table 22 Laundry Detergents Brand Shares 2004-2007
Table 23 Laundry Aids Company Shares 2003-2007
Table 24 Laundry Aids Brand Shares 2004-2007
Table 25 Forecast Sales of Laundry Care by Subsector: Value 2007-2012
Table 26 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012
DISHWASHING PRODUCTS IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 27 Household Penetration of Dishwashers 2002-2007
SECTOR DATA
Table 28 Sales of Dishwashing Products by Subsector: Value 2002-2007
Table 29 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007
Table 30 Dishwashing Products Company Shares 2003-2007
Table 31 Dishwashing Products Brand Shares 2004-2007
Table 32 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012
Table 33 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012
SURFACE CARE IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 34 Sales of Surface Care by Subsector: Value 2002-2007
Table 35 Sales of Surface Care by Subsector: % Value Growth 2002-2007
Table 36 Sales of Wipes by Type: Value 2002-2007
Table 37 Sales of Wipes by Type: % Value Growth 2002-2007
Table 38 Surface Care Company Shares 2003-2007
Table 39 Surface Care Brand Shares 2004-2007
Table 40 Wipes Company Shares 2003-2007
Table 41 Wipes Brand Shares 2004-2007
Table 42 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 43 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of Chlorine Bleach: Value 2002-2007
Table 45 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 46 Chlorine Bleach Company Shares 2003-2007
Table 47 Chlorine Bleach Brand Shares 2004-2007
Table 48 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 49 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 50 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 51 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 52 Toilet Care Products Company Shares 2003-2007
Table 53 Toilet Care Products Brand Shares 2004-2007
Table 54 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 55 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Sales of Polishes by Subsector: Value 2002-2007
Table 57 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 58 Polishes Company Shares 2003-2007
Table 59 Polishes Brand Shares 2004-2007
Table 60 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 61 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 62 Sales of Air Care by Subsector: Value 2002-2007
Table 63 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 64 Air Care Fragrances Rankings by Value 2006-2007
Table 65 Air Care Company Shares 2003-2007
Table 66 Air Care Brand Shares 2004-2007
Table 67 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 68 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 69 Sales of Insecticides by Subsector: Value 2002-2007
Table 70 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 71 Spray Insecticides by Type: % Value Breakdown 2006-2007
Table 72 Insecticides Company Shares 2003-2007
Table 73 Insecticides Brand Shares 2004-2007
Table 74 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 75 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012