Bleach in Taiwan

PROSPECTS

Bleach is less in demand due to desire to lead healthy lifestyles

Bleach has continued declining in both retail volume and value growth terms since 2005, because most Taiwanese consumers find the odour of bleach unpleasant, leading to them gradually stopping using it for general cleaning. Many consumers also believe bleach might damage original fabrics and colours of clothes, and use it less in laundry as well.

Bleach is also losing share to substitute surface care products

There are numerous products that perform similar functions to bleach in bathroom, floor and tiles cleaning, which smells more comfortable than bleach. Therefore, bleach manufacturers have to devise more appealing marketing strategies to secure consumers in using bleach in surface care.

Bleach is preferred more for toilet/bathroom cleaning

In terms of the different usages for bleach, it is mainly used for toilet cleaning, as consumers are accustomed to using bleach to clean the toilet bowl/bathroom surfaces particularly given the country’s sub-tropical climate. Both chlorine and non-chlorine-based products witnessed decline in laundry usage, as there are multiple safer products that can be used to perform similar bleaching and softening functions.

COMPETITIVE LANDSCAPE

Kao (Taiwan) Corp leads bleach with stronger brand influence and lower prices

Kao (Taiwan) Corp has maintained its leading position in bleach since 2008, followed by Unilever Taiwan with narrowing value shares year on year. Wonderful from Kao and Bai Lan from Unilever are both well-known bleach brands, and offer multiple products widely distributed from hypermarkets to convenience stores.

International players dominate underpinned by wider distribution presence

In addition to Kao and Unilever, Lan Bao from Lion and Clorox introduced by Victory Appliances are all international brands, which are well distributed with diversified formats in all channels. Therefore, there remains limited space for domestic players in this category.

Private label has some presence in bleach

Despite lacking motivation to participate in this niche category, there still are some private label players active in bleach. All such brands are launched by hypermarkets such as Carrefour, A-Mart and RT-Mart, and they appeal to consumers through lower price points and larger volumes.

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