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Bath and Shower in
Taiwan

Country Report

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Executive Summary

Jun 2019
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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Bath and Shower in Taiwan

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Overview

Discover the latest market trends and uncover sources of future market growth for the Bath and Shower industry in Taiwan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Bath and Shower industry in Taiwan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Bath and Shower in Taiwan market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Bath and Shower in Taiwan?
  • What are the major brands in Taiwan?
  • How are sales of private label products evolving?
  • What is the importance of intimate washes in the overall category context?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Bath and Shower in Taiwan - Category analysis

HEADLINES

PROSPECTS

Stagnant demand for bath and shower products restricts value growth
Perfumed bath and shower products maintain dynamism as more players invest
Products with natural ingredients gain popularity

COMPETITIVE LANDSCAPE

Premium brands gain momentum as consumers trade up
Soaps from India and southeast Asia enter Taiwan
Declining demand for body wash/shower gel

CATEGORY DATA

Table 1 Sales of Bath and Shower by Category: Value 2013-2018
Table 2 Sales of Bath and Shower by Category: % Value Growth 2013-2018
Table 3 Sales of Bath and Shower by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Bath and Shower: % Value 2014-2018
Table 5 LBN Brand Shares of Bath and Shower: % Value 2015-2018
Table 6 LBN Brand Shares of Premium Bath and Shower: % Value 2015-2018
Table 7 Forecast Sales of Bath and Shower by Category: Value 2018-2023
Table 8 Forecast Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 9 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023

Beauty and Personal Care in Taiwan - Industry Overview

EXECUTIVE SUMMARY

Slowdown in value growth due to sluggishness in colour cosmetics
Premiumisation apparent in some beauty and personal care categories
Global multinationals L’Oréal and Procter & Gamble maintain industry lead
Increasing consumer sophistication seen in several new launches
Positive growth is set for forecast period

MARKET DATA

Table 10 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 11 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 12 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 14 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 15 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 17 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 18 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 19 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources