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Country Report

Bleach in

Bleach in Taiwan

13 pages, Feb 2018

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Continued decline in demand for bleach

Bleach declined in both retail volume and current value terms for most years in the period 2005-2017, as most Taiwanese found its odour unpleasant and even pungent. Thus, there was a general shift away from bleach for everyday use, including for the laundry process.

Consumers prefer colour safe bleach to regular bleach for laundry purposes due to less time being available

Taiwanese consumers used bleach to whiten fabrics previously, despite white fabrics needing to be washed separately from coloured ones and needing a longer laundry time. As the economy worsened and the pace of life quickened, many had concerns over energy bills, leading to them giving up bleach or using colour safe bleach instead; however, colour safe laundry bleach also recorded a decline in sales towards the end of the review period, as there were many safer products that could be used to perform similar bleaching and softening functions.

Bleach also loses out to other replacements within surface care

Apart from lower demand for its use in laundry care, bleach has significant usage in cleaning houses, furniture and toys within a tropical climate; however, there are numerous products that perform similar functions to bleach in terms of bathroom, floor, tile and toy cleaning, and these alternatives have a less unpleasant odour compared to bleach. Therefore, bleach manufacturers have to devise more-appealing marketing strategies to attract more consumers into using bleach for surface care.

COMPETITIVE LANDSCAPE

Kao (Taiwan) leads bleach, backed by strong brand awareness and lower prices

Kao (Taiwan) has maintained its leading position in bleach since at least 2008, but ranked second in 2017 was Unilever Taiwan, which has reduced the gap to the leader over time. Wonderful from Kao (Taiwan) and Bai Lan from Unilever Taiwan are both well-known bleach brands, and offer multiple formats widely distributed in all retailing channels.

International players dominate bleach through wider distribution

The top four players within bleach in 2017 were international players. In addition to Bai Lan (Kao (Taiwan)) and Wonderful (Unilever Taiwan), Lan Bao (Lion Chemical Industry Taiwan) and Clorox (Clorox Hong Kong Ltd Taiwan Branch) are also well distributed in supermarkets, hypermarkets and internet retailers in Taiwan.

Private label has some presence in bleach

There were still some private label lines active within bleach, although their total value share declined marginally in 2017 due to a lower willingness to participate within this niche category. Private label lines are available from hypermarkets such as Carrefour, A-Mart and RT-Mart, and they appeal to consumers through their lower price points and larger pack sizes.

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Samples

Bleach Market Samples Report Bleach Market Samples Data

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 Bleach 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 Bleach industry in Taiwan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Bleach in Taiwan market research report includes:

Analysis of key supply-side and demand trends
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 Bleach in Taiwan?
What are the major brands in Taiwan?
How did bleach sales perform during the economic downturn?
What are the major applications of bleach in Taiwan?

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 Home Care market research database.

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Bleach in Taiwan - Category analysis

HEADLINES

PROSPECTS

Continued decline in demand for bleach

Consumers prefer colour safe bleach to regular bleach for laundry purposes due to less time being available

Bleach also loses out to other replacements within surface care

COMPETITIVE LANDSCAPE

Kao (Taiwan) leads bleach, backed by strong brand awareness and lower prices

International players dominate bleach through wider distribution

Private label has some presence in bleach

CATEGORY DATA

Table 1 Sales of Bleach: Value 2012-2017
Table 2 Sales of Bleach: % Value Growth 2012-2017
Table 3 NBO Company Shares of Bleach: % Value 2013-2017
Table 4 LBN Brand Shares of Bleach: % Value 2014-2017
Table 5 Forecast Sales of Bleach: Value 2017-2022
Table 6 Forecast Sales of Bleach: % Value Growth 2017-2022

Home Care in Taiwan - Industry Overview

EXECUTIVE SUMMARY

Home care posts steady current value growth in 2017

Taiwanese consumers gradually moving towards more eco-friendly and natural home care products

International brands lead within home care, while domestic players try to maintain or break through in some niche areas

Hypermarkets and supermarkets continue to record value sales growth within home care, while internet retailing and warehouse clubs hold significant positions

Growth of home care expected to accelerate

MARKET INDICATORS

Table 7 Households 2012-2017

MARKET DATA

Table 8 Sales of Home Care by Category: Value 2012-2017
Table 9 Sales of Home Care by Category: % Value Growth 2012-2017
Table 10 NBO Company Shares of Home Care: % Value 2013-2017
Table 11 LBN Brand Shares of Home Care: % Value 2014-2017
Table 12 Penetration of Private Label in Home Care by Category: % Value 2012-2017
Table 13 Distribution of Home Care by Format: % Value 2012-2017
Table 14 Distribution of Home Care by Format and Category: % Value 2017
Table 15 Forecast Sales of Home Care by Category: Value 2017-2022
Table 16 Forecast Sales of Home Care by Category: % Value Growth 2017-2022

Megatrends

Country Report

Bleach in Taiwan

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Executive Summary

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PROSPECTS

Continued decline in demand for bleach

Consumers prefer colour safe bleach to regular bleach for laundry purposes due to less time being available

Bleach also loses out to other replacements within surface care

COMPETITIVE LANDSCAPE

Kao (Taiwan) leads bleach, backed by strong brand awareness and lower prices

International players dominate bleach through wider distribution

Private label has some presence in bleach

Samples

Overview

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Samples (FAQs about samples):

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Table of Contents

Bleach in Taiwan - Category analysis

HEADLINES

PROSPECTS

Continued decline in demand for bleach

Consumers prefer colour safe bleach to regular bleach for laundry purposes due to less time being available

Bleach also loses out to other replacements within surface care

COMPETITIVE LANDSCAPE

Kao (Taiwan) leads bleach, backed by strong brand awareness and lower prices

International players dominate bleach through wider distribution

Private label has some presence in bleach

CATEGORY DATA

Home Care in Taiwan - Industry Overview

EXECUTIVE SUMMARY

Home care posts steady current value growth in 2017

Taiwanese consumers gradually moving towards more eco-friendly and natural home care products

International brands lead within home care, while domestic players try to maintain or break through in some niche areas

Hypermarkets and supermarkets continue to record value sales growth within home care, while internet retailing and warehouse clubs hold significant positions

Growth of home care expected to accelerate

MARKET INDICATORS

MARKET DATA

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