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Overview:
Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in Taiwan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Baby and Child-Specific Products
- Bath and Shower
- Colour Cosmetics
- Deodorants
- Depilatories
- Fragrances
- Hair Care
- Men's Grooming
- Oral Care
- Skin Care
- Sun Care
- Premium Beauty and Personal Care
- Mass Beauty and Personal Care
If you're in the Beauty and Personal Care industry in Taiwan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Beauty and Personal Care in Taiwan report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Beauty and Personal Care in Taiwan?
- Which are the leading brands in Taiwan?
- How are products distributed in Taiwan?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Beauty and Personal Care in Taiwan
EXECUTIVE SUMMARY
COVID-19 impact on beauty and personal care
COVID-19 country impact
Company response
Retailing shift
What next for beauty and personal care?
Chart 1 Beauty and Personal Care Value Sales Growth Scenarios: 2018-2025
Chart 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2017-2025
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2015-2020
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2015-2020
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
Mass Beauty and Personal Care in Taiwan
KEY DATA FINDINGS
2020 IMPACT
Moderate growth registered as the COVID-19 pandemic has little impact on sales
The closure of Taiwan’s borders and absence of foreign tourists hit category sales
Erosion of brand loyalty presents opportunities to smaller, niche brands
RECOVERY AND OPPORTUNITIES
Greater fragmentation ahead as mass brands is set to proliferate
Local brands to rely on innovation and e-commerce to gain crucial advantages
Direct-to-consumer sales points to the future of mass beauty and personal care
CATEGORY DATA
Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025
Premium Beauty and Personal Care in Taiwan
KEY DATA FINDINGS
2020 IMPACT
Positive growth seen in 2020 as COVID-19 pandemic has minimal impact on sales
Price discounting by department stores boosts premium beauty and personal care
Premium brands respond to the COVID-19 crisis by focusing more on e-commerce
RECOVERY AND OPPORTUNITIES
Emerging digital technologies set to support the shift towards online sales
Demand set to diversify, to the benefit of smaller niche brands
CATEGORY DATA
Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025
Baby and Child-Specific Products in Taiwan
KEY DATA FINDINGS
2020 IMPACT
Increased focus on hygiene benefits the category as demand for baby wipes soars
Positive growth registered despite low birth rates due to higher spending per child
The launch of Taiwan’s first wet toilet paper for toilet training attracts attention
RECOVERY AND OPPORTUNITIES
Baby wipes set to face challenges as demand for flushable wet toilet paper rises
New launches and stronger marketing campaigns set to support category growth
A wider range of options to become available as brands and products proliferate
CATEGORY DATA
Table 23 Sales of Baby and Child-specific Products by Category: Value 2015-2020
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020
Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2017-2020
Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020
Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2017-2020
Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025
Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025
Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025
Bath and Shower in Taiwan
KEY DATA FINDINGS
2020 IMPACT
Bath and shower boosted by increasing need for products which improve hygiene
Sales growth in hand sanitisers remains surprisingly muted despite COVID-19
Innovation continues to moderate the negative impact of maturity on category sales
RECOVERY AND OPPORTUNITIES
Products with antibacterial properties to remain popular after COVID-19 has waned
Demand for hand sanitiser/gel to remain high due to focus on personal hygiene
Bath additives and body powder set to face challenges maintaining demand
CATEGORY DATA
Table 34 Sales of Bath and Shower by Category: Value 2015-2020
Table 35 Sales of Bath and Shower by Category: % Value Growth 2015-2020
Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020
Table 37 NBO Company Shares of Bath and Shower: % Value 2016-2020
Table 38 LBN Brand Shares of Bath and Shower: % Value 2017-2020
Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020
Table 40 Forecast Sales of Bath and Shower by Category: Value 2020-2025
Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025
Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025
Colour Cosmetics in Taiwan
KEY DATA FINDINGS
2020 IMPACT
Compulsory use of face masks suppresses demand and pushes focus towards eyes
Lip products struggles for sales as mouths are covered by hygienic face masks
The importance of social media as a marketing channel increases
RECOVERY AND OPPORTUNITIES
Premiumisation and a strong focus on eye make-up set to emerge post-COVID-19
Mass nail products poised to become much more popular in the post-COVID-19 era
Local brands to benefit from rising demand and shift towards e-commerce
CATEGORY DATA
Table 43 Sales of Colour Cosmetics by Category: Value 2015-2020
Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2016-2020
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020
Table 47 LBN Brand Shares of Eye Make-up: % Value 2017-2020
Table 48 LBN Brand Shares of Facial Make-up: % Value 2017-2020
Table 49 LBN Brand Shares of Lip Products: % Value 2017-2020
Table 50 LBN Brand Shares of Nail Products: % Value 2017-2020
Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020
Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025
Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025
Deodorants in Taiwan
KEY DATA FINDINGS
2020 IMPACT
COVID-19 negatively impacts sales of deodorants as social distancing reduces need
Deodorant sprays remain dominant due to their being seen as more effective
Zero-aluminium products emerge in response to consumer concerns over safety
RECOVERY AND OPPORTUNITIES
Stiffer competition and a more fragmented competitive environment set to emerge
Demand for organic products made using natural ingredients set to increase
Unilever and Nivea to remain the leading players in deodorants
CATEGORY DATA
Table 54 Sales of Deodorants by Category: Value 2015-2020
Table 55 Sales of Deodorants by Category: % Value Growth 2015-2020
Table 56 Sales of Deodorants by Premium vs Mass: % Value 2015-2020
Table 57 NBO Company Shares of Deodorants: % Value 2016-2020
Table 58 LBN Brand Shares of Deodorants: % Value 2017-2020
Table 59 LBN Brand Shares of Premium Deodorants: % Value 2017-2020
Table 60 Forecast Sales of Deodorants by Category: Value 2020-2025
Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025
Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2020-2025
Depilatories in Taiwan
KEY DATA FINDINGS
2020 IMPACT
Little impact seen on sales of depilatories due to the COVID-19 situation
Depilatories fall out of favour as hair removal appliances come to the fore
Greater competition comes from a wider range of alternative depilation options
RECOVERY AND OPPORTUNITIES
Declining sales ahead as competition from other hair removal options increases
Falling unit prices expected to result from the increasing preference for disposables
CATEGORY DATA
Table 63 Sales of Depilatories by Category: Value 2015-2020
Table 64 Sales of Depilatories by Category: % Value Growth 2015-2020
Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2016-2020
Table 66 NBO Company Shares of Depilatories: % Value 2016-2020
Table 67 LBN Brand Shares of Depilatories: % Value 2017-2020
Table 68 Forecast Sales of Depilatories by Category: Value 2020-2025
Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025
Fragrances in Taiwan
KEY DATA FINDINGS
2020 IMPACT
COVID-19 has little impact on sales of fragrances as positive sales growth continues
Premium unisex fragrances continues to outperform premium fragrances overall
Local players seek to appeal with natural ingredients and unique scents
RECOVERY AND OPPORTUNITIES
Independent brands set to continue emerging strongly, presenting stiffer competition
Mass women’s fragrances slated for a particularly strong performance
Mono-brand boutiques set to continue emerging and becoming more influential
CATEGORY DATA
Table 70 Sales of Fragrances by Category: Value 2015-2020
Table 71 Sales of Fragrances by Category: % Value Growth 2015-2020
Table 72 NBO Company Shares of Fragrances: % Value 2016-2020
Table 73 LBN Brand Shares of Fragrances: % Value 2017-2020
Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020
Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020
Table 76 Forecast Sales of Fragrances by Category: Value 2020-2025
Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025
Hair Care in Taiwan
KEY DATA FINDINGS
2020 IMPACT
COVID-19 has little negative impact on hair care sales as spending in salons rises
Silicone-free products prove popular as awareness of the harms of silicone spreads
Conditioners and treatments comes under pressure as other options are preferred
RECOVERY AND OPPORTUNITIES
Shampoos to become more advanced as greater volume emerges as key function
Scalp care poised to emerge strongly as major niche in various hair care categories
Local brands set to emerge strongly in hair care during the forecast period
CATEGORY DATA
Table 78 Sales of Hair Care by Category: Value 2015-2020
Table 79 Sales of Hair Care by Category: % Value Growth 2015-2020
Table 80 Sales of Hair Care by Premium vs Mass: % Value 2015-2020
Table 81 NBO Company Shares of Hair Care: % Value 2016-2020
Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020
Table 83 LBN Brand Shares of Hair Care: % Value 2017-2020
Table 84 LBN Brand Shares of Colourants: % Value 2017-2020
Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020
Table 86 LBN Brand Shares of Styling Agents: % Value 2017-2020
Table 87 LBN Brand Shares of Premium Hair Care: % Value 2017-2020
Table 88 Forecast Sales of Hair Care by Category: Value 2020-2025
Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025
Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025
Men's Grooming in Taiwan
KEY DATA FINDINGS
2020 IMPACT
Men’s grooming sales resilient in the face of the COVID-19 pandemic
Men’s Biore launches new products to underpin its leadership in men’s bath and shower
BIC is launched in Taiwan, creating a new rival to the incumbents in men’s shaving
RECOVERY AND OPPORTUNITIES
Men’s skin care slated for strong growth as more attention is paid to the appearance
Simplicity, convenience to remain important despite rising consumer sophistication
Local players poised to become more prominent and influential in men’s grooming
CATEGORY DATA
Table 91 Sales of Men’s Grooming by Category: Value 2015-2020
Table 92 Sales of Men’s Grooming by Category: % Value Growth 2015-2020
Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020
Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2017-2020
Table 95 NBO Company Shares of Men’s Grooming: % Value 2016-2020
Table 96 LBN Brand Shares of Men’s Grooming: % Value 2017-2020
Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020
Table 98 Forecast Sales of Men’s Grooming by Category: Value 2020-2025
Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2020-2025
Oral Care in Taiwan
KEY DATA FINDINGS
2020 IMPACT
The COVID-19 pandemic fails to push oral care to negative sales growth
Philips remains the leading name in electric toothbrushes despite stiffer competition
Whitening products continue to attract the attention of Taiwanese consumers
RECOVERY AND OPPORTUNITIES
Demand to shift away from manual toothbrushes and towards power toothbrushes
Denture care set to continue benefiting from the ageing of Taiwan’s population
Innovation and new products set to mitigate the impact of maturity of demand
CATEGORY DATA
Table 100 Sales of Oral Care by Category: Value 2015-2020
Table 101 Sales of Oral Care by Category: % Value Growth 2015-2020
Table 102 Sales of Toothbrushes by Category: Value 2015-2020
Table 103 Sales of Toothbrushes by Category: % Value Growth 2015-2020
Table 104 Sales of Toothpaste by Type: % Value Breakdown 2016-2020
Table 105 NBO Company Shares of Oral Care: % Value 2016-2020
Table 106 LBN Brand Shares of Oral Care: % Value 2017-2020
Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2017-2020
Table 108 LBN Brand Shares of Toothpaste: % Value 2017-2020
Table 109 Forecast Sales of Oral Care by Category: Value 2020-2025
Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025
Table 111 Forecast Sales of Toothbrushes by Category: Value 2020-2025
Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025
Skin Care in Taiwan
KEY DATA FINDINGS
2020 IMPACT
Compulsory face masks place pressure on demand for skin care products
Sales growth accelerates in body care as consumers want to pamper themselves
Local and imported brands benefit as consumers favour value for money
RECOVERY AND OPPORTUNITIES
Premium skin care to benefit from rising interest in niche and organic products
The clean beauty trend set to become increasingly influential in skin care
Oil-based products set to come to the fore in facial care as consumers seek moisture
CATEGORY DATA
Table 113 Sales of Skin Care by Category: Value 2015-2020
Table 114 Sales of Skin Care by Category: % Value Growth 2015-2020
Table 115 NBO Company Shares of Skin Care: % Value 2016-2020
Table 116 LBN Brand Shares of Skin Care: % Value 2017-2020
Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2017-2020
Table 118 LBN Brand Shares of Anti-agers: % Value 2017-2020
Table 119 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2017-2020
Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2017-2020
Table 121 LBN Brand Shares of Premium Skin Care: % Value 2017-2020
Table 122 Forecast Sales of Skin Care by Category: Value 2020-2025
Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025
Sun Care in Taiwan
KEY DATA FINDINGS
2020 IMPACT
Social distancing suppresses demand during the crucial peak sales period
The return of outbound travel and overseas holidays set to boost sun care
Demand for sun care products with skin tone correction continues to build
RECOVERY AND OPPORTUNITIES
Ocean-friendly options to proliferate in sun protection due to spreading awareness
Mass brands set to remain dominant as the competitive environment widens
Hotter weather and increasing prevalence of sensitive skin to boost demand
CATEGORY DATA
Table 124 Sales of Sun Care by Category: Value 2015-2020
Table 125 Sales of Sun Care by Category: % Value Growth 2015-2020
Table 126 NBO Company Shares of Sun Care: % Value 2016-2020
Table 127 LBN Brand Shares of Sun Care: % Value 2017-2020
Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020
Table 129 Forecast Sales of Sun Care by Category: Value 2020-2025
Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025