Bath and Shower in Taiwan

2021 DEVELOPMENTS

Consumers pay greater attention to personal hygiene during pandemic

The pandemic led to heightened hygiene concerns among the Taiwanese, both in the home and on a personal level. Therefore, consumers started to pay greater attention to stricter cleaning and bathing regimes, meaning that they were not only concerned about washing their faces, hair or bathing regularly, but they were also more concerned about hand and intimate cleaning.

Increasing focus on hand sanitisers with antibacterial and moisturising features due to high frequency of handwashing during pandemic

Alcohol was increasingly used as part of product composition to disinfect hands during the pandemic, leading to hands becoming dry, red and irritated. Consumers turned to hand sanitisers that not only effectively cleaned hands when there was no water source, but also provided the greatest antibacterial protection for hands at any time.

Body wash/shower gel producers attract consumers’ attention by collaborating with animation and gaming brands to launch limited editions

Players in body wash/shower gel launched limited editions of product packaging or product combinations to attract consumers’ attention through co-branding. In response to 2020’s trend that saw Dove's limited edition Winnie the Pooh gift box sell out in less than a week, Dove and Disney collaborated again in 2021 to launch two Disney Series Dove Bath & Shower gift sets, which included Mickey and Minnie dolls, as well as limited edition bottles.

PROSPECTS AND OPPORTUNITIES

Further demand for relaxing bath products using fragrance and aromatherapy due to increasingly stressful lifestyles

Busy and stressful lifestyles can have an impact on consumers, leading to fatigue and anxiety, especially following the pandemic. However, a good night's sleep can help restore energy levels, and to help sleep and reduce fatigue and tension accumulated throughout the day, consumers are increasingly looking to bath and shower products such as a fragrant body wash containing essential oils to create a sense of calm in the home.

Gentle handwash with natural ingredients are becoming a household necessity

As a result of the pandemic and national measures taken to control its spread, wearing a face mask, and the frequent washing and disinfecting of hands have become habitual in Taiwan. Although the impact of the pandemic was slowing at the end of the 2021, heightened hygiene awareness is likely to remain a relevant trend heading into the forecast period.

All-in-one cleansing products are being enhanced to meet increasingly diverse needs

All-in-one shampoo and body wash formats, which can be used for shampooing hair, bathing and even washing the face, are increasingly gaining attention and popularity in Taiwan. When consumers are busy with work or participating in sports, they require more convenient and space-saving products to carry when travelling, and therefore all-in-one products can be useful.