Beauty and Personal Care in Taiwan

Beauty and Personal Care in Taiwan

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 1 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Baby and Child-Specific Products in Taiwan

HEADLINES

PROSPECTS

Premiumisation of baby and child-specific products drives category growth

Rising demand for products segmented around age group and skin type

Growing popularity of baby and child-specific products with natural ingredients

COMPETITIVE LANDSCAPE

Johnson & Johnson retains lead though share stagnates

Brands target expectant parents to build early loyalty and boost brand share

Limited share of private label as parents seek comfort in brand kudos

CATEGORY DATA

Table 11 Sales of Baby and Child-specific Products by Category: Value 2013-2018
Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2013-2018
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2013-2018
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2014-2018
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2015-2018
Table 16 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2015-2018
Table 17 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2015-2018
Table 18 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2015-2018
Table 19 Forecast Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 20 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 21 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023

Bath and Shower in Taiwan

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 22 Sales of Bath and Shower by Category: Value 2013-2018
Table 23 Sales of Bath and Shower by Category: % Value Growth 2013-2018
Table 24 Sales of Bath and Shower by Premium vs Mass: % Value 2013-2018
Table 25 NBO Company Shares of Bath and Shower: % Value 2014-2018
Table 26 LBN Brand Shares of Bath and Shower: % Value 2015-2018
Table 27 LBN Brand Shares of Premium Bath and Shower: % Value 2015-2018
Table 28 Forecast Sales of Bath and Shower by Category: Value 2018-2023
Table 29 Forecast Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 30 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023

Colour Cosmetics in Taiwan

HEADLINES

PROSPECTS

Colour cosmetics value growth contracts as overheated category cools down

Lip products remains dynamic thanks to innovation in lip care functionality

Multifunctional make-up products become popular among consumers

COMPETITIVE LANDSCAPE

L'Oréal Taiwan remains the leading player in colour cosmetics

Premiumisation trend increasingly present in mass products

High-end multinational brands record the most dynamic growth

CATEGORY DATA

Table 31 Sales of Colour Cosmetics by Category: Value 2013-2018
Table 32 Sales of Colour Cosmetics by Category: % Value Growth 2013-2018
Table 33 NBO Company Shares of Colour Cosmetics: % Value 2014-2018
Table 34 LBN Brand Shares of Colour Cosmetics: % Value 2015-2018
Table 35 LBN Brand Shares of Eye Make-up: % Value 2015-2018
Table 36 LBN Brand Shares of Facial Make-up: % Value 2015-2018
Table 37 LBN Brand Shares of Lip Products: % Value 2015-2018
Table 38 LBN Brand Shares of Nail Products: % Value 2015-2018
Table 39 LBN Brand Shares of Premium Colour Cosmetics: % Value 2015-2018
Table 40 Forecast Sales of Colour Cosmetics by Category: Value 2018-2023
Table 41 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2018-2023

Deodorants in Taiwan

HEADLINES

PROSPECTS

Growth of scented deodorants is constrained due to competition from fragrances

Aluminium salt-free variants capture consumer attention

Deodorant sprays expected to continue spearheading growth during the forecast period

COMPETITIVE LANDSCAPE

Unilever remains the leading player in deodorants

Bioré enters category with new technology

Mass brands dominate, with consumers seeing little value in premium deodorants

CATEGORY DATA

Table 42 Sales of Deodorants by Category: Value 2013-2018
Table 43 Sales of Deodorants by Category: % Value Growth 2013-2018
Table 44 Sales of Deodorants by Premium vs Mass: % Value 2013-2018
Table 45 NBO Company Shares of Deodorants: % Value 2014-2018
Table 46 LBN Brand Shares of Deodorants: % Value 2015-2018
Table 47 LBN Brand Shares of Premium Deodorants: % Value 2015-2018
Table 48 Forecast Sales of Deodorants by Category: Value 2018-2023
Table 49 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023
Table 50 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2018-2023

Depilatories in Taiwan

HEADLINES

PROSPECTS

Limited demand for hair removal

Women’s razors and blades remains the sole category in depilatories

Sales contraction expected over the forecast period for depilatories as laser hair removal gains popularity

COMPETITIVE LANDSCAPE

Edgewell Personal Care continues to characterise depilatories

Procter & Gamble remains only serious rival to Edgewell Personal Care

Private label maintains a minor presence in a highly consolidated category

CATEGORY DATA

Table 51 Sales of Depilatories by Category: Value 2013-2018
Table 52 Sales of Depilatories by Category: % Value Growth 2013-2018
Table 53 Sales of Women's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 54 NBO Company Shares of Depilatories: % Value 2014-2018
Table 55 LBN Brand Shares of Depilatories: % Value 2015-2018
Table 56 Forecast Sales of Depilatories by Category: Value 2018-2023
Table 57 Forecast Sales of Depilatories by Category: % Value Growth 2018-2023

Fragrances in Taiwan

HEADLINES

PROSPECTS

Healthy growth set for fragrances throughout the forecast period

Premium brands drive growth, especially those of international repute

Mass fragrances continue to suffer from a loss of appeal

COMPETITIVE LANDSCAPE

Jo Malone further extends its strong lead in 2018

Parallel imports and growth in travel population restrain growth

Premium fragrances becomes increasingly competitive

CATEGORY DATA

Table 58 Sales of Fragrances by Category: Value 2013-2018
Table 59 Sales of Fragrances by Category: % Value Growth 2013-2018
Table 60 NBO Company Shares of Fragrances: % Value 2014-2018
Table 61 LBN Brand Shares of Fragrances: % Value 2015-2018
Table 62 LBN Brand Shares of Premium Men's Fragrances: % Value 2015-2018
Table 63 LBN Brand Shares of Premium Women's Fragrances: % Value 2015-2018
Table 64 Forecast Sales of Fragrances by Category: Value 2018-2023
Table 65 Forecast Sales of Fragrances by Category: % Value Growth 2018-2023

Hair Care in Taiwan

HEADLINES

PROSPECTS

Dimethicone-free now considered a must in hair care

Demand for product efficacy and botanical concepts boost premiumisation rate

Micellar hair care continues to capture attention

COMPETITIVE LANDSCAPE

Procter & Gamble leads in hair care thanks to ongoing investment in innovation

Entry of niche brands leads to further fragmentation of hair care

Private label has a relatively well-established position in hair care

CATEGORY DATA

Table 66 Sales of Hair Care by Category: Value 2013-2018
Table 67 Sales of Hair Care by Category: % Value Growth 2013-2018
Table 68 Sales of Hair Care by Premium vs Mass: % Value 2013-2018
Table 69 NBO Company Shares of Hair Care: % Value 2014-2018
Table 70 NBO Company Shares of Salon Professional Hair Care: % Value 2014-2018
Table 71 LBN Brand Shares of Hair Care: % Value 2015-2018
Table 72 LBN Brand Shares of Colourants: % Value 2015-2018
Table 73 LBN Brand Shares of Salon Professional Hair Care: % Value 2015-2018
Table 74 LBN Brand Shares of Styling Agents: % Value 2015-2018
Table 75 LBN Brand Shares of Premium Hair Care: % Value 2015-2018
Table 76 Forecast Sales of Hair Care by Category: Value 2018-2023
Table 77 Forecast Sales of Hair Care by Category: % Value Growth 2018-2023
Table 78 Forecast Sales of Hair Care by Premium vs Mass: % Value 2018-2023

Mass Beauty and Personal Care in Taiwan

HEADLINES

PROSPECTS

Mass skin care recovers from decreasing Chinese tourist numbers

Continuous product innovation in mass face masks

Marginal growth for mass beauty and personal care despite necessity status

COMPETITIVE LANDSCAPE

Unilever remains the leading player in mass beauty and personal care

Japanese brands supported by travel and blogger recommendations enter Taiwan

With a few exceptions, mass brands predominate in 2018

CATEGORY DATA

Table 79 Sales of Mass Beauty and Personal Care by Category: Value 2013-2018
Table 80 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 81 NBO Company Shares of Mass Beauty and Personal Care: % Value 2014-2018
Table 82 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2015-2018
Table 83 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 84 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023

Men's Grooming in Taiwan

HEADLINES

PROSPECTS

Men’s shaving shrinks as more consumers turn to electric razors and shavers

Healthy growth of men's fragrances

Premium brands to register strong growth in men’s skin care and men’s fragrances

COMPETITIVE LANDSCAPE

Edgewell Personal Care maintains the lead followed by Procter & Gamble

Multinational players remain dominant as local players compete strongly

Mass brands account for the majority of sales in men’s grooming

CATEGORY DATA

Table 85 Sales of Men’s Grooming by Category: Value 2013-2018
Table 86 Sales of Men’s Grooming by Category: % Value Growth 2013-2018
Table 87 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 88 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
Table 89 NBO Company Shares of Men’s Grooming: % Value 2014-2018
Table 90 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
Table 91 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 92 Forecast Sales of Men’s Grooming by Category: Value 2018-2023
Table 93 Forecast Sales of Men’s Grooming by Category: % Value Growth 2018-2023

Oral Care in Taiwan

HEADLINES

PROSPECTS

Demand for professional gum care is on the rise

Natural ingredients the newest trend in toothpaste

Toothpaste and manual toothbrushes remain products of necessity

COMPETITIVE LANDSCAPE

Hawley & Hazel Chemical maintains its outright lead in oral care

Private label present in dental floss and benefits from new launch

Category most heavily populated by international players

CATEGORY DATA

Table 94 Sales of Oral Care by Category: Value 2013-2018
Table 95 Sales of Oral Care by Category: % Value Growth 2013-2018
Table 96 Sales of Toothbrushes by Category: Value 2013-2018
Table 97 Sales of Toothbrushes by Category: % Value Growth 2013-2018
Table 98 Sales of Toothpaste by Type: % Value Breakdown 2014-2018
Table 99 NBO Company Shares of Oral Care: % Value 2014-2018
Table 100 LBN Brand Shares of Oral Care: % Value 2015-2018
Table 101 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2015-2018
Table 102 LBN Brand Shares of Toothpaste: % Value 2015-2018
Table 103 Forecast Sales of Oral Care by Category: Value 2018-2023
Table 104 Forecast Sales of Oral Care by Category: % Value Growth 2018-2023
Table 105 Forecast Sales of Toothbrushes by Category: Value 2018-2023
Table 106 Forecast Sales of Toothbrushes by Category: % Value Growth 2018-2023

Premium Beauty and Personal Care in Taiwan

HEADLINES

PROSPECTS

Slowdown in premium beauty and personal care growth due to contraction in premium colour cosmetics

Premium skin care records the highest value growth

The internet plays a critical role in premium beauty and personal care

COMPETITIVE LANDSCAPE

Upward trajectory for prestige and designer brands

Competition from mass brands

Consumers seek premium beauty and personal care products for their proven quality

CATEGORY DATA

Table 107 Sales of Premium Beauty and Personal Care by Category: Value 2013-2018
Table 108 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 109 NBO Company Shares of Premium Beauty and Personal Care: % Value 2014-2018
Table 110 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2015-2018
Table 111 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 112 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023

Skin Care in Taiwan

HEADLINES

PROSPECTS

High-performing essence and concentrates achieve robust growth backed by technology

Premium brands set to achieve considerable growth momentum

Face masks and anti-agers set to continue registering strong growth

COMPETITIVE LANDSCAPE

L'Oréal Taiwan leads in skin care

Outstanding performance for Procter & Gamble

International players dominate although local players perform well

CATEGORY DATA

Table 113 Sales of Skin Care by Category: Value 2013-2018
Table 114 Sales of Skin Care by Category: % Value Growth 2013-2018
Table 115 Sales of Face Masks by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 116 Sales of Facial Cleansers by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 117 Sales of Anti-Agers by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 118 Sales of Toners by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 119 NBO Company Shares of Skin Care: % Value 2014-2018
Table 120 LBN Brand Shares of Skin Care: % Value 2015-2018
Table 121 LBN Brand Shares of Facial Moisturisers: % Value 2015-2018
Table 122 LBN Brand Shares of Anti-agers: % Value 2015-2018
Table 123 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2015-2018
Table 124 LBN Brand Shares of General Purpose Body Care: % Value 2015-2018
Table 125 LBN Brand Shares of Premium Skin Care: % Value 2015-2018
Table 126 Forecast Sales of Skin Care by Category: Value 2018-2023
Table 127 Forecast Sales of Skin Care by Category: % Value Growth 2018-2023

Sun Care in Taiwan

HEADLINES

PROSPECTS

Sun care is set to experience continuous growth

High-performance and light texture sun protection continues to be favourite

More consumers seek ocean-friendly, effective sun protection products

COMPETITIVE LANDSCAPE

Highly competitive category led by L'Oréal Taiwan

Strong brand performance for La Roche-Posay

Widespread availability and strong marketing key to category success

CATEGORY DATA

Table 128 Sales of Sun Care by Category: Value 2013-2018
Table 129 Sales of Sun Care by Category: % Value Growth 2013-2018
Table 130 NBO Company Shares of Sun Care: % Value 2014-2018
Table 131 LBN Brand Shares of Sun Care: % Value 2015-2018
Table 132 LBN Brand Shares of Premium Adult Sun Care: % Value 2015-2018
Table 133 Forecast Sales of Sun Care by Category: Value 2018-2023
Table 134 Forecast Sales of Sun Care by Category: % Value Growth 2018-2023

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