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Country Report

Beauty and Personal Care in

Beauty and Personal Care in Taiwan

117 pages, Jun 2018

US$2,650

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Executive Summary

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Consistent positive growth registered in beauty and personal care in 2017

Taiwan’s beauty and personal care industry recorded positive sales growth in 2017, with current value growth rates in line with what was registered in 2016 and the review period CAGR. Fragrances was the best performing category during 2017 as the importance of having an attractive personal aroma increased, while oral care and sun care also recorded strong growth as the importance of oral hygiene and protecting one’s skin from the sun’s harmful rays also increased for many.

Natural products become more popular in skin care and colour cosmetics

Taiwan’s consumers continue to demonstrate a strong bias towards products that can help them to lead healthier, more natural lives and this can be seen in numerous consumer goods industries, including packaged food, soft drinks and consumer health. In beauty and personal care, this manifests as higher interest in natural and organic cosmetics and toiletries, while the more natural look is becoming more popular in skin care and colour cosmetics.

Major international players continue to lead sales

2017 saw sales of beauty and personal care led by Taiwan Shiseido Co, L’Oréal Taiwan Co and Procter & Gamble Taiwan. These companies have all been able to take advantage of their comprehensive distribution networks, very strong marketing campaigns and the excellent reputations that their respective brands have for high quality and innovation.

South Korean brands remain at the forefront of new product development

South Korean brands continue to have a major impact on the global beauty and personal care industry and this is particularly the case in Asia. Taiwan is one of a number of countries in East Asia where consumers have developed a wider appreciation of Korean popular culture, including music, films, television dramas and fashion and Korean celebrities are increasingly influential.

Growth set to accelerate over the forecast period

Beauty and personal care is set to post stronger value growth at constant 2017 prices over the forecast period. The main influences on this are set to be rising income levels, the result of a solid economic performance, and the rising importance of looking and smelling good, especially among younger consumers.

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Overview

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.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Beauty and Personal Care 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 Beauty and Personal Care industry in Taiwan, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Taiwan for free:

The Beauty and Personal Care 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 Beauty and Personal Care in Taiwan?
What are the major brands in Taiwan?
How are sales of mass versus premium beauty products evolving?
What are the key shifts in retail channel distribution?

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.

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Beauty and Personal Care in Taiwan

EXECUTIVE SUMMARY

Consistent positive growth registered in beauty and personal care in 2017

Natural products become more popular in skin care and colour cosmetics

Major international players continue to lead sales

South Korean brands remain at the forefront of new product development

Growth set to accelerate over the forecast period

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2012-2017
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2014-2017
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2012-2017
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2012-2017
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2017
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022

DEFINITIONS

SOURCES

Summary 1 Research Sources

Baby and Child-Specific Products in Taiwan

HEADLINES

PROSPECTS

Acceleration in growth linked to rising incomes and higher spending on children

Potential threats set to continue presenting challenges to manufacturers

Baby and child-specific skin care set to be the most dynamic category

COMPETITIVE LANDSCAPE

Johnson & Johnson maintains its strong leadership despite losing value share

International brands remain dominant

Private label struggles as sales remain negligible at the end of the review period

CATEGORY DATA

Table 11 Sales of Baby and Child-specific Products by Category: Value 2012-2017
Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2012-2017
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2012-2017
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2013-2017
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2014-2017
Table 16 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2014-2017
Table 17 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2014-2017
Table 18 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2014-2017
Table 19 Forecast Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 20 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 21 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022

Bath and Shower in Taiwan

HEADLINES

PROSPECTS

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

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

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

COMPETITIVE LANDSCAPE

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

Premium brands and private label likely to continue struggling

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

CATEGORY DATA

Table 22 Sales of Bath and Shower by Category: Value 2012-2017
Table 23 Sales of Bath and Shower by Category: % Value Growth 2012-2017
Table 24 Sales of Bath and Shower by Premium vs Mass: % Value 2012-2017
Table 25 NBO Company Shares of Bath and Shower: % Value 2013-2017
Table 26 LBN Brand Shares of Bath and Shower: % Value 2014-2017
Table 27 LBN Brand Shares of Premium Bath and Shower: % Value 2014-2017
Table 28 Forecast Sales of Bath and Shower by Category: Value 2017-2022
Table 29 Forecast Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 30 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022

Colour Cosmetics in Taiwan

HEADLINES

PROSPECTS

Slowdown in sales growth expected over the forecast period

Declining sales set to hit several important colour cosmetics categories

Colour cosmetics sets/kits set to be the best performer over the forecast period

COMPETITIVE LANDSCAPE

L’Oréal leads colour cosmetics with a broad portfolio of mass and premium brands

Shiseido remains the leading brand in colour cosmetics

AmorePacific Taiwan Co Ltd is the most dynamic player in 2017

CATEGORY DATA

Table 31 Sales of Colour Cosmetics by Category: Value 2012-2017
Table 32 Sales of Colour Cosmetics by Category: % Value Growth 2012-2017
Table 33 Sales of Colour Cosmetics by Premium vs Mass: % Value 2012-2017
Table 34 NBO Company Shares of Colour Cosmetics: % Value 2013-2017
Table 35 LBN Brand Shares of Colour Cosmetics: % Value 2014-2017
Table 36 LBN Brand Shares of Eye Make-up: % Value 2014-2017
Table 37 LBN Brand Shares of Facial Make-up: % Value 2014-2017
Table 38 LBN Brand Shares of Lip Products: % Value 2014-2017
Table 39 LBN Brand Shares of Nail Products: % Value 2014-2017
Table 40 LBN Brand Shares of Premium Colour Cosmetics: % Value 2014-2017
Table 41 Forecast Sales of Colour Cosmetics by Category: Value 2017-2022
Table 42 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 43 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2017-2022

Deodorants in Taiwan

HEADLINES

PROSPECTS

Slower value growth expected in deodorants due to unit price declines

Few perceived threats to sales of deodorants likely to be seen

Deodorant sprays expected to continue leading growth during the forecast period

COMPETITIVE LANDSCAPE

Unilever remains by far the strongest player in deodorants

Gender-specific products continue to gain ground, especially in deodorant sprays

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

CATEGORY DATA

Table 44 Sales of Deodorants by Category: Value 2012-2017
Table 45 Sales of Deodorants by Category: % Value Growth 2012-2017
Table 46 Sales of Deodorants by Premium vs Mass: % Value 2012-2017
Table 47 NBO Company Shares of Deodorants: % Value 2013-2017
Table 48 LBN Brand Shares of Deodorants: % Value 2014-2017
Table 49 LBN Brand Shares of Premium Deodorants: % Value 2014-2017
Table 50 Forecast Sales of Deodorants by Category: Value 2017-2022
Table 51 Forecast Sales of Deodorants by Category: % Value Growth 2017-2022
Table 52 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2017-2022

Depilatories in Taiwan

HEADLINES

PROSPECTS

Sales of depilatories are low due to the lack of need to depilate among local women

Women’s razors and blades set to remain the only depilatories category

Systems razors and blades remain dominant as disposables fall out of favour

COMPETITIVE LANDSCAPE

Edgewell Personal Care Taiwan Ltd remains dominant in sales of depilatories

Procter & Gamble is the only serious rival to Edgewell Personal Care

Private label maintains a minor presence in a highly consolidated category

CATEGORY DATA

Table 53 Sales of Depilatories by Category: Value 2012-2017
Table 54 Sales of Depilatories by Category: % Value Growth 2012-2017
Table 55 Sales of Women's Razors and Blades by Type: % Value Breakdown 2013-2017
Table 56 NBO Company Shares of Depilatories: % Value 2013-2017
Table 57 LBN Brand Shares of Depilatories: % Value 2014-2017
Table 58 Forecast Sales of Depilatories by Category: Value 2017-2022
Table 59 Forecast Sales of Depilatories by Category: % Value Growth 2017-2022

Fragrances in Taiwan

HEADLINES

PROSPECTS

Relatively strong sales growth expected in the category over the forecast period

Premium brands set to remain dominant

Mass fragrances likely to continue struggling

COMPETITIVE LANDSCAPE

Fa Hua Fragrance & Cosmetic Co remains at the top of a fragmented category

Chanel SA becomes the second leading player, relegating L’Occitane to third place

Premium brands with an international profile continue to dominate sales

CATEGORY DATA

Table 60 Sales of Fragrances by Category: Value 2012-2017
Table 61 Sales of Fragrances by Category: % Value Growth 2012-2017
Table 62 NBO Company Shares of Fragrances: % Value 2013-2017
Table 63 LBN Brand Shares of Fragrances: % Value 2014-2017
Table 64 LBN Brand Shares of Premium Men's Fragrances: % Value 2014-2017
Table 65 LBN Brand Shares of Premium Women's Fragrances: % Value 2014-2017
Table 66 Forecast Sales of Fragrances by Category: Value 2017-2022
Table 67 Forecast Sales of Fragrances by Category: % Value Growth 2017-2022

Hair Care in Taiwan

HEADLINES

PROSPECTS

Moderate performance expected as maturity of demand places limits on growth

Colourants slated for strong sales growth

2-in-1 products and perms and relaxants likely to continue struggling

COMPETITIVE LANDSCAPE

Unilever remains the leading name in hair care

International players dominant due to superior experience and greater resources

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

CATEGORY DATA

Table 68 Sales of Hair Care by Category: Value 2012-2017
Table 69 Sales of Hair Care by Category: % Value Growth 2012-2017
Table 70 Sales of Hair Care by Premium vs Mass: % Value 2012-2017
Table 71 NBO Company Shares of Hair Care: % Value 2013-2017
Table 72 NBO Company Shares of Salon Hair Care: % Value 2013-2017
Table 73 LBN Brand Shares of Hair Care: % Value 2014-2017
Table 74 LBN Brand Shares of Colourants: % Value 2014-2017
Table 75 LBN Brand Shares of Salon Professional Hair Care: % Value 2014-2017
Table 76 LBN Brand Shares of Styling Agents: % Value 2014-2017
Table 77 LBN Brand Shares of Premium Hair Care: % Value 2014-2017
Table 78 Forecast Sales of Hair Care by Category: Value 2017-2022
Table 79 Forecast Sales of Hair Care by Category: % Value Growth 2017-2022
Table 80 Forecast Sales of Hair Care by Premium vs Mass: % Value 2017-2022

Mass Beauty and Personal Care in Taiwan

HEADLINES

PROSPECTS

Moderate growth set to be seen during the forecast period

Mass baby and child-specific products slated for particularly strong growth

Mass colour cosmetics to benefit from rising demand among younger consumers

COMPETITIVE LANDSCAPE

Unilever heads a highly competitive and fragmented field

Global players remain on top of the category

Private label remains a marginal presence

CATEGORY DATA

Table 81 Sales of Mass Beauty and Personal Care by Category: Value 2012-2017
Table 82 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 83 NBO Company Shares of Mass Beauty and Personal Care: % Value 2013-2017
Table 84 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2014-2017
Table 85 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 86 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022

Men's Grooming in Taiwan

HEADLINES

PROSPECTS

Moderate positive growth is expected to be seen in men’s grooming

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

Men’s shaving set to continue registering slow growth

COMPETITIVE LANDSCAPE

Edgewell Personal Care leads men’s grooming ahead of Procter & Gamble

Multinational players remain dominant as local players compete strongly

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

CATEGORY DATA

Table 87 Sales of Men’s Grooming by Category: Value 2012-2017
Table 88 Sales of Men’s Grooming by Category: % Value Growth 2012-2017
Table 89 Sales of Men's Razors and Blades by Type: % Value Breakdown 2013-2017
Table 90 Sales of Men's Skin Care by Type: % Value Breakdown 2014-2017
Table 91 NBO Company Shares of Men’s Grooming: % Value 2013-2017
Table 92 LBN Brand Shares of Men’s Grooming: % Value 2014-2017
Table 93 LBN Brand Shares of Men's Razors and Blades: % Value 2014-2017
Table 94 Forecast Sales of Men’s Grooming by Category: Value 2017-2022
Table 95 Forecast Sales of Men’s Grooming by Category: % Value Growth 2017-2022

Oral Care in Taiwan

HEADLINES

PROSPECTS

Strong sales growth to be the defining trend in oral care during the forecast period

The ageing population set to support strong growth in sales of denture care

Toothpaste and manual toothbrushes set to remain the largest product areas

COMPETITIVE LANDSCAPE

Hawley & Hazel Chemical remains the country’s leading oral care player

GlaxoSmithKline gains ground on Hawley & Hazel

Local players remain a minor presence despite sales success in recent years

CATEGORY DATA

Table 96 Sales of Oral Care by Category: Value 2012-2017
Table 97 Sales of Oral Care by Category: % Value Growth 2012-2017
Table 98 Sales of Toothbrushes by Category: Value 2012-2017
Table 99 Sales of Toothbrushes by Category: % Value Growth 2012-2017
Table 100 Sales of Toothpaste by Type: % Value Breakdown 2013-2017
Table 101 NBO Company Shares of Oral Care: % Value 2013-2017
Table 102 LBN Brand Shares of Oral Care: % Value 2014-2017
Table 103 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2014-2017
Table 104 LBN Brand Shares of Toothpaste: % Value 2014-2017
Table 105 Forecast Sales of Oral Care by Category: Value 2017-2022
Table 106 Forecast Sales of Oral Care by Category: % Value Growth 2017-2022
Table 107 Forecast Sales of Toothbrushes by Category: Value 2017-2022
Table 108 Forecast Sales of Toothbrushes by Category: % Value Growth 2017-2022

Premium Beauty and Personal Care in Taiwan

HEADLINES

PROSPECTS

Premium beauty and personal care to outperform mass beauty and personal care

Demand for premium products to continue being based on natural ingredients

Premium sets/kits set to register very strong sales growth

COMPETITIVE LANDSCAPE

Taiwan Shiseido Co Ltd maintains its position as the leading premium player

International brands remain dominant

Consumer loyalty remains stronger for premium brands than for mass brands

CATEGORY DATA

Table 109 Sales of Premium Beauty and Personal Care by Category: Value 2012-2017
Table 110 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 111 NBO Company Shares of Premium Beauty and Personal Care: % Value 2013-2017
Table 112 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2014-2017
Table 113 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 114 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022

Skin Care in Taiwan

HEADLINES

PROSPECTS

Skin care slated for positive sales growth

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

Premium skin care set to continue outperforming mass skin care

COMPETITIVE LANDSCAPE

Taiwan Shiseido Co Ltd heads a fragmented category

International players remain dominant despite strong showings from local players

Premium and mass brands continue to cater to very different consumer groups

CATEGORY DATA

Table 115 Sales of Skin Care by Category: Value 2012-2017
Table 116 Sales of Skin Care by Category: % Value Growth 2012-2017
Table 117 Sales of Face Masks by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 118 Sales of Facial Cleansers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 119 Sales of Facial Moisturisers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 120 Sales of Anti-Agers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 121 Sales of Toners by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 122 NBO Company Shares of Skin Care: % Value 2013-2017
Table 123 LBN Brand Shares of Skin Care: % Value 2014-2017
Table 124 LBN Brand Shares of Facial Moisturisers: % Value 2014-2017
Table 125 LBN Brand Shares of Anti-agers: % Value 2014-2017
Table 126 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2014-2017
Table 127 LBN Brand Shares of General Purpose Body Care: % Value 2014-2017
Table 128 LBN Brand Shares of Premium Skin Care: % Value 2014-2017
Table 129 Forecast Sales of Skin Care by Category: Value 2017-2022
Table 130 Forecast Sales of Skin Care by Category: % Value Growth 2017-2022

Sun Care in Taiwan

HEADLINES

PROSPECTS

Sun care set to be a strong performer during the forecast period

SPF30+ products likely to continue appealing to Taiwanese consumers

Lotions set to remain dominant despite the proliferation of different formats

COMPETITIVE LANDSCAPE

L’Oréal usurps Shiseido to assume leadership in sun care

Kao Corp is again the category’s most dynamic player

New product development remains focused on product texture and consistency

CATEGORY DATA

Table 131 Sales of Sun Care by Category: Value 2012-2017
Table 132 Sales of Sun Care by Category: % Value Growth 2012-2017
Table 133 Sales of Sun Care by Premium vs Mass: % Value 2012-2017
Table 134 NBO Company Shares of Sun Care: % Value 2013-2017
Table 135 LBN Brand Shares of Sun Care: % Value 2014-2017
Table 136 LBN Brand Shares of Premium Adult Sun Care: % Value 2014-2017
Table 137 Forecast Sales of Sun Care by Category: Value 2017-2022
Table 138 Forecast Sales of Sun Care by Category: % Value Growth 2017-2022
Table 139 Forecast Sales of Sun Care by Premium vs Mass: % Value 2017-2022

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Megatrends

Country Report

Beauty and Personal Care in Taiwan

New Report Guarantee

Executive Summary

New Report Guarantee

Consistent positive growth registered in beauty and personal care in 2017

Natural products become more popular in skin care and colour cosmetics

Major international players continue to lead sales

South Korean brands remain at the forefront of new product development

Growth set to accelerate over the forecast period

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Overview

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Table of Contents

Beauty and Personal Care in Taiwan

EXECUTIVE SUMMARY

Consistent positive growth registered in beauty and personal care in 2017

Natural products become more popular in skin care and colour cosmetics

Major international players continue to lead sales

South Korean brands remain at the forefront of new product development

Growth set to accelerate over the forecast period

MARKET DATA

DEFINITIONS

SOURCES

Baby and Child-Specific Products in Taiwan

HEADLINES

PROSPECTS

Acceleration in growth linked to rising incomes and higher spending on children

Potential threats set to continue presenting challenges to manufacturers

Baby and child-specific skin care set to be the most dynamic category

COMPETITIVE LANDSCAPE

Johnson & Johnson maintains its strong leadership despite losing value share

International brands remain dominant

Private label struggles as sales remain negligible at the end of the review period

CATEGORY DATA

Bath and Shower in Taiwan

HEADLINES

PROSPECTS

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

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

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

COMPETITIVE LANDSCAPE

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

Premium brands and private label likely to continue struggling

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

CATEGORY DATA

Colour Cosmetics in Taiwan

HEADLINES

PROSPECTS

Slowdown in sales growth expected over the forecast period

Declining sales set to hit several important colour cosmetics categories

Colour cosmetics sets/kits set to be the best performer over the forecast period

COMPETITIVE LANDSCAPE

L’Oréal leads colour cosmetics with a broad portfolio of mass and premium brands

Shiseido remains the leading brand in colour cosmetics

AmorePacific Taiwan Co Ltd is the most dynamic player in 2017

CATEGORY DATA

Deodorants in Taiwan

HEADLINES

PROSPECTS

Slower value growth expected in deodorants due to unit price declines

Few perceived threats to sales of deodorants likely to be seen

Deodorant sprays expected to continue leading growth during the forecast period

COMPETITIVE LANDSCAPE

Unilever remains by far the strongest player in deodorants

Gender-specific products continue to gain ground, especially in deodorant sprays

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

CATEGORY DATA

Depilatories in Taiwan

HEADLINES

PROSPECTS

Sales of depilatories are low due to the lack of need to depilate among local women

Women’s razors and blades set to remain the only depilatories category

Systems razors and blades remain dominant as disposables fall out of favour

COMPETITIVE LANDSCAPE

Edgewell Personal Care Taiwan Ltd remains dominant in sales of depilatories

Procter & Gamble is the only serious rival to Edgewell Personal Care