Executive Summary

Feb 2019
PROSPECTS
Electric and gel air fresheners are two largest subcategories in air care

Electric air fresheners has contributed the highest value sales in air care over the historic period, partly due to its higher unit prices, but it is also the only subcategory to record both negative volume and value growth since 2007. This contrast is caused by its limited product offerings and unnatural aromas.

Spray/aerosol air fresheners posts fastest value growth in air care

Spray/aerosol air fresheners registered the fastest growth in 2018, which is attributed to diversified new product development in product designs and new aromas. Updated packaging designs from previous metal aerosol cans to glass bottles support demand from consumers seeking enhanced taste and better quality of life.

Integrating more functions into air care is expected to be the future highlight

Despite lower prices in air care, not being regarded as daily essentials hinders the category from further growth. For example, car air fresheners has reached a point where consumers are now concerned about the dangers of exposure to product ingredients in smaller enclosed spaces.

COMPETITIVE LANDSCAPE
Farcent continues expanding brand share by extensive product lines and updated product designs

Farcent has been the leader in air care since 2008, which is attributed to its solid position across all five air care subcategories. Due to its continuous product innovation focusing on formats, fragrances and new models, its share has continued increasing over the historic period.

Local giants dominate, while foreign brands exert little influence

Local brands account for the majority of air care, which is attributed to their familiarity with local consumption habits, reasonable prices and more marketing campaigns in supermarkets. Magic Amah owned by Nice Group is another active larger local brand with its presence in four subcategories except for car air fresheners.

Internet retailers, alongside health and beauty specialists, demonstrate their potential in boosting sales performance in air care

Similar to most home care products, hypermarkets and supermarkets remain the major distribution channels in air care. In the meantime, internet retailing also witnesses moderate growth as more companies have chosen to operate their own flagship stores on multiple online shopping websites.

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Air Care in Taiwan

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Overview

Discover the latest market trends and uncover sources of future market growth for the Air Care industry in Taiwan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Air Care industry in Taiwan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Air Care in Taiwan market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Air Care in Taiwan?
  • What are the major brands in Taiwan?
  • How do plug-in electric air fresheners perform compared to the battery-operated ones?
  • What is the most dynamic air care category?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

Air Care in Taiwan - Category analysis

HEADLINES

PROSPECTS

Electric and gel air fresheners are two largest subcategories in air care
Spray/aerosol air fresheners posts fastest value growth in air care
Integrating more functions into air care is expected to be the future highlight

COMPETITIVE LANDSCAPE

Farcent continues expanding brand share by extensive product lines and updated product designs
Local giants dominate, while 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 1 Sales of Air Care by Category: Value 2013-2018
Table 2 Sales of Air Care by Category: % Value Growth 2013-2018
Table 3 Sales of Air Care by Fragrance: Value Ranking 2013-2018
Table 4 NBO Company Shares of Air Care: % Value 2014-2018
Table 5 LBN Brand Shares of Air Care: % Value 2015-2018
Table 6 Forecast Sales of Air Care by Category: Value 2018-2023
Table 7 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Home Care in Taiwan - Industry Overview

EXECUTIVE SUMMARY

Faster retail value growth in home care in 2018
More focus on eco-friendly products
Unilever leads home care for another year
Manufacturers are trying to spur higher growth through innovation
Slightly faster growth expected over forecast period

MARKET INDICATORS

Table 8 Households 2013-2018

MARKET DATA

Table 9 Sales of Home Care by Category: Value 2013-2018
Table 10 Sales of Home Care by Category: % Value Growth 2013-2018
Table 11 NBO Company Shares of Home Care: % Value 2014-2018
Table 12 LBN Brand Shares of Home Care: % Value 2015-2018
Table 13 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 14 Distribution of Home Care by Format: % Value 2013-2018
Table 15 Distribution of Home Care by Format and Category: % Value 2018
Table 16 Forecast Sales of Home Care by Category: Value 2018-2023
Table 17 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources