Bath and Shower in Taiwan

PROSPECTS

Stagnant demand for bath and shower products restricts value growth

Bath and shower is set to register slow growth over the forecast period due to maturity of demand, especially in the strongest category body wash/shower gel. This in turn is expected to make the category less attractive to new entrants, especially as it already features a wide range of bath and shower products across a large number of retail outlets, making it difficult for new players to make much headway.

Perfumed bath and shower products maintain dynamism as more players invest

Fragrant bathing products are not new in Taiwan and are subject to regular product innovation, especially by the leading players. The addition of fragrances to bath and shower products, which was initially introduced as a unique selling point, has now become a standard feature.

Products with natural ingredients gain popularity

Taiwanese consumers are increasingly favouring natural ingredients, such as milk and herbs, in their bath and shower products. Milk is a natural ingredient that is commonly associated with whitening and nourishing effects and is now found in an increasing range of products.

COMPETITIVE LANDSCAPE

Premium brands gain momentum as consumers trade up

Thanks to increasingly hectic lifestyles and rising disposable incomes, consumers are spending more on pampering themselves in order to give themselves a treat. Many people enjoy a hot bath or shower after work and are seeking premium products that make the experience more enjoyable and relaxing.

Soaps from India and southeast Asia enter Taiwan

Soap brands from India and Southeast Asia boosted the soap category in 2018, which had previously been experiencing some stagnation. Many of these feature herbs and various local plants.

Declining demand for body wash/shower gel

Consumers are increasingly focusing on ingredients and are keen to avoid products that contain chemicals. As a result, they are favouring more natural substances that are gentle on the skin and kinder to the environment.

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