Beauty and Personal Care in Taiwan

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

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