Rising hygiene concerns during the COVID-19 pandemic resulted in high sales growth being seen in bleach over the course of 2020. Although the COVID-19 situation had a relatively moderate impact on life in Taiwan due to the highly effective management of the spread of the COVID-19 virus in the country during the year, many consumers still sought to improve their hygiene practices within the home.
One of the main factors that has undermined demand for bleach in Taiwan in recent years is the emergence of a wide range of task-specific surface care products that perform many of the functions that bleach was previously considered the ideal product for. Moreover, many of these products are increasingly available at affordable prices, undermining bleach’s low-cost positioning to some extent.
In Taiwan, bleach has traditionally been used mainly for toilet cleaning and many consumers are very accustomed to using bleach to rinse out their toilets and bathrooms on a daily basis. This is mainly due to the need to maintain very sanitary conditions in bathrooms and toilets in a perpetually warm and humid subtropical climate.
The impact of the COVID-19 pandemic on sales of bleach is expected to be evident for some years to come. After registering very strong sales growth during 2020, the category is expected to register very negative growth in 2021, a performance which can be seen mainly as a counterbalance to the sudden surge in sales seen during the previous year.
International brands offered by multinational companies are expected to remain in control of sales of bleach in Taiwan throughout the forecast period. Wonderful by Kao, Bai Lan by Unilever, Lan Bao by Lion and Clorox, distributed in Taiwan by Victory Appliances, are set to remain the leading international brands in the category.
Private label is expected to become a more important player in bleach during the forecast period. Bleach has come to be seen as an inherently economy product among a high proportion of Taiwanese consumers and this makes it increasingly likely that consumers will be prepared to settle for private label when it comes to selecting bleach.
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This report originates from Passport, our Bleach research and analysis database.
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