Bath and Shower in Taiwan

PROSPECTS

Growth rates expected to slow down as consumers turn to homemade bar soap

Bath and shower is expected to register a slower performance over the forecast period and this set to be mainly due to the declines expected in bar soap and the poor performance slated for body wash/shower gel. The main reason for this is the shift towards homemade and artisanal bar soap.

Saturation and low growth set to discourage the entry of new players

The forecast period is not expected to witness the entry of any major new players to bath and shower. The main reasons are high levels of competition and slow sales growth due to the maturity of the category and the saturation of demand.

Intimate hygiene is set to register the most dynamic performance in bath and shower

Intimate hygiene registered the strongest performance in bath and shower in 2017 and this is expected to remain the case over the forecast period as well. There are by now numerous intimate washes brands available that fulfil feminine personal care needs, including Summer’s Eve, Saugella and Vigill.

COMPETITIVE LANDSCAPE

Multinational player Unilever and local company Nice Enterprise remain in the lead

Unilever Taiwan Ltd remained in the leading position in bath and shower in 2017, with the largest domestic player Nice Enterprise Co Ltd in second position. Despite the strong position of Nice Enterprise and its Pon Pon and Nice Touch brands, sales of bath and shower remain dominated by international brands.

Premium brands and private label likely to continue struggling

Premium brands have a low presence in bath and shower and this is mainly because most of the products in the biggest-selling bath and shower categories are used at least once on a daily basis. This means that consumers are reluctant to buy premium bath and shower brands due to concerns over the cost of doing so.

Zhyn Yir Trading is the most dynamic player due to the success of its brand Vigill

The rising demand for intimate washes in Taiwan benefited several bath and shower companies in 2017, none more so than local player Zhyn Yir Trading, which recorded the strongest sales growth of any player in bath and shower during the year. The company’s Vigill brand of intimate washes is becoming more popular due to its affordable prices and reputation for high quality.

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