Bath and Shower in Taiwan

PRE-COVID-19 PERFORMANCE

Category maturity impedes growth in 2019

Bath and shower continued to suffer from category maturity in 2019 with sales declining in current value and retail volume terms. Mass products still account for the bulk of sales and the shift towards premium options has been slow with new innova tion failing to capture the attention of consumers, who see more benefit in spending their money elsewhere.

Natural ingredients and limited-edition ranges spark interest from consumers

Despite category maturity, there are still developing areas within bath and shower that are generating interest. For example, products labelled as having claims such as natural ingredients and fragrances, a moisturising effect, and/or being mild and suitable for sensitive skin are becoming mainstream.

Unilever retains lead as it continues to invest in new product development in 2019

Products with added beauty claims are also finding favour with consumers in Taiwan, who appreciate their multipurpose nature. For example, Unilever Taiwan Ltd launched its new Dove body wash/shower gel in 2019 which is designed to remove make-up and which comes in Anti-Stress and Purifying Detox options.

2020 AND BEYOND

COVID-19 impact

Sales of bath and shower are now expected to decline by 1% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 2% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within bath and shower

Liquid soap and bar soap are expected to benefit the most from COVID-19 with both categories expected to return to growth in 2019 constant value terms in 2020, having witnessed a decline the previous year. This is largely down to consumers taking advice to wash their hands more frequently.

Recovery and opportunities

Bath and shower has reached a degree of maturity which means it will be hard for manufacturers to generate significant growth over the forecast period, with this not being helped by an expected decline in Taiwan’s population. Nevertheless, although body wash/shower gel is expected to continue on a downward trajectory, bar soap and intimate washes are both expected to see growth over the forecast period.

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