Bath and Shower in Taiwan

2020 IMPACT

Bath and shower boosted by increasing need for products which improve hygiene

2020 saw strong sales growth in bath and shower in Taiwan as consumers become increasingly interested in products that can help them improve their personal hygiene. With the COVID-19 pandemic influencing consumer behaviour throughout the year, the heightened risk of contagion and widespread understanding of the need to maintain higher levels of personal hygiene to reduce the risk of transmitting the COVID-19 virus supported rising demand for various bath and shower products.

Sales growth in hand sanitisers remains surprisingly muted despite COVID-19

Hand sanitisers/gels was previously a very small product category in Taiwan and few consumers were in the habit of carrying such products around with them or using them when out and about. The main reason is that it is convenient for people to wash their hands in public bathrooms, which are widely available in Taiwan and usually have hand soap for people to use.

Innovation continues to moderate the negative impact of maturity on category sales

Although bath and shower in general and body wash/shower gel in particular are already very mature categories in Taiwan, positive sales growth continues to be seen and this can be attributed mainly to the constant focus of the leading players on innovation and the development of interesting new products. Recent examples include the anti-bacterial claims that proliferated in the category during 2020 in an effort to appeal to consumers concerned about the threat of contagion during the COVID-19 pandemic.

Files are delivered directly into your account within a few minutes of purchase.