Bleach in Taiwan

PROSPECTS

Bleach is less welcome due to desire for healthy lifestyles

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

Bleach loses out to replacement products in surface care

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

Bleach is more preferred for toilet/bathroom cleaning

In terms of different usages for bleach, it is mainly used for toilet cleaning, as consumers are accustomed to using bleach to rinse in the toilet/bathroom given the subtropical 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

Kao (Taiwan) Corp has maintained its leading position in bleach since 2008. Wonderful from Kao, Clorox introduced by Victory Appliances and local brand Magic Amah all have witnessed positive growth due to either reasonable pricing levels or wider distributor networks.

International players dominate with wider distribution channels

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, some private label products maintain a presence in bleach. All brands are offered 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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