Executive Summary

Feb 2019
Faster retail volume and value growth in 2018

Consumer appliances in Taiwan is registering slightly faster retail volume growth. Almost all major appliances have recovered from recession caused by the housing market being depressed since 2016.

Energy-efficient products retain their significance

Restrained by limited electricity and water resources across the country, energy efficiency remains the top priority among the Taiwanese. This is specifically true for major appliances and air conditioners.

Panasonic expands its leading advantage

Panasonic remains the clear leading brand in consumer appliances thanks to its wide-ranging product portfolio spanning all categories and long-built brand influence among the Taiwanese. The company continually strives to deliver value-added innovations through television and online marketing to offset the negative impacts on volume growth in largely saturated consumer appliances.

Competition intensifies between retailers

Within consumer appliances in Taiwan, the retailing landscape remains diversified and competitive. Electronics and appliance specialist retailers continued as the major distribution channel for consumer appliances in 2018.

A slowdown is projected over the forecast period

Consumer appliances is forecast to witness slower retail volume growth over 2018-2023, constrained largely by maturity, a prudently optimistic economic outlook and weakening purchasing power. By contrast, faster value growth is projected, driven by updates to energy regulations, changes in consumption habits especially among younger consumers, and the integration of new product development.

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Consumer Appliances in Taiwan

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Overview

Discover the latest market trends and uncover sources of future market growth for the Consumer Appliances 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 Consumer Appliances 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 Consumer Appliances 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 Consumer Appliances in Taiwan?
  • What are the major brands in Taiwan?
  • How was category performance been affected by current economic climate?
  • How is penetration for consumer appliances going to develop over the medium term?

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 Consumer Appliances market research database.

Consumer Appliances in Taiwan

EXECUTIVE SUMMARY

Faster retail volume and value growth in 2018
Energy-efficient products retain their significance
Panasonic expands its leading advantage
Competition intensifies between retailers
A slowdown is projected over the forecast period

MARKET INDICATORS

Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2013-2018
Table 2 Replacement Cycles of Consumer Appliances by Category 2013-2018
Table 3 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2018-2023
Table 4 Forecast Replacement Cycles of Consumer Appliances by Category 2018-2023

MARKET DATA

Table 5 Sales of Consumer Appliances by Category: Volume 2013-2018
Table 6 Sales of Consumer Appliances by Category: Value 2013-2018
Table 7 Sales of Consumer Appliances by Category: % Volume Growth 2013-2018
Table 8 Sales of Consumer Appliances by Category: % Value Growth 2013-2018
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2013-2018
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2013-2018
Table 11 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2013-2018
Table 12 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2013-2018
Table 13 Sales of Small Appliances by Category: Volume 2013-2018
Table 14 Sales of Small Appliances by Category: Value 2013-2018
Table 15 Sales of Small Appliances by Category: % Volume Growth 2013-2018
Table 16 Sales of Small Appliances by Category: % Value Growth 2013-2018
Table 17 NBO Company Shares of Major Appliances: % Volume 2014-2018
Table 18 LBN Brand Shares of Major Appliances: % Volume 2015-2018
Table 19 NBO Company Shares of Small Appliances: % Volume 2014-2018
Table 20 LBN Brand Shares of Small Appliances: % Volume 2015-2018
Table 21 Distribution of Major Appliances by Format: % Volume 2013-2018
Table 22 Distribution of Small Appliances by Format: % Volume 2013-2018
Table 23 Forecast Sales of Consumer Appliances by Category: Volume 2018-2023
Table 24 Forecast Sales of Consumer Appliances by Category: Value 2018-2023
Table 25 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2018-2023
Table 26 Forecast Sales of Consumer Appliances by Category: % Value Growth 2018-2023
Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2018-2023
Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2018-2023
Table 29 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2018-2023
Table 30 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2018-2023
Table 31 Forecast Sales of Small Appliances by Category: Volume 2018-2023
Table 32 Forecast Sales of Small Appliances by Category: Value 2018-2023
Table 33 Forecast Sales of Small Appliances by Category: % Volume Growth 2018-2023
Table 34 Forecast Sales of Small Appliances by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Air Treatment Products in Taiwan

HEADLINES

PROSPECTS

Energy efficiency and the seasonal factor greatly affect sales of air treatment products
Air purifiers registers the highest volume growth within consumer appliances
Smart features integrated into air treatment products gain popularity

COMPETITIVE LANDSCAPE

Panasonic leads air treatment products with Sampo and Hitachi close behind
Local brands are stronger in cooling fans and dehumidifiers
Smaller and new players penetrate through group buying behaviour

CATEGORY DATA

Table 35 Sales of Air Treatment Products by Category: Volume 2013-2018
Table 36 Sales of Air Treatment Products by Category: Value 2013-2018
Table 37 Sales of Air Treatment Products by Category: % Volume Growth 2013-2018
Table 38 Sales of Air Treatment Products by Category: % Value Growth 2013-2018
Table 39 Sales of Air Conditioners by Connected Appliances: % Volume 2014-2018
Table 40 NBO Company Shares of Air Treatment Products: % Volume 2014-2018
Table 41 LBN Brand Shares of Air Treatment Products: % Volume 2015-2018
Table 42 Distribution of Air Treatment Products by Format: % Volume 2013-2018
Table 43 Production, Imports and Exports of Air Conditioners: Total Volume 2013-2018
Table 44 Sales of Air Conditioners by Connected Appliances: % Volume 2014-2018
Table 45 NBO Company Shares of Air Treatment Products: % Volume 2014-2018
Table 46 LBN Brand Shares of Air Treatment Products: % Volume 2015-2018
Table 47 Distribution of Air Treatment Products by Format: % Volume 2013-2018
Table 48 Production, Imports and Exports of Air Conditioners: Total Volume 2013-2018
Table 49 Forecast Sales of Air Treatment Products by Category: Volume 2018-2023
Table 50 Forecast Sales of Air Treatment Products by Category: Value 2018-2023
Table 51 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2018-2023
Table 52 Forecast Sales of Air Treatment Products by Category: % Value Growth 2018-2023

Dishwashers in Taiwan

HEADLINES

PROSPECTS

Dishwashers gains more consumers due to changing mind-sets and extensive marketing efforts
Freestanding dishwashers records stronger growth than built-in dishwashers
Energy efficiency, cleaning and drying technology are major concerns

COMPETITIVE LANDSCAPE

Bosch dominates dishwashers due to its complete product portfolio and extensive retailing channels
More launches by imported brands lead to a slight decline in unit prices
Department stores and warehouse clubs are powerful in boosting the shares of premium brands

CATEGORY DATA

Table 53 Sales of Dishwashers by Category: Volume 2013-2018
Table 54 Sales of Dishwashers by Category: Value 2013-2018
Table 55 Sales of Dishwashers by Category: % Volume Growth 2013-2018
Table 56 Sales of Dishwashers by Category: % Value Growth 2013-2018
Table 57 Sales of Dishwashers by Format: % Volume 2013-2018
Table 58 Sales of Dishwashers by Connected Appliances: % Volume 2014-2018
Table 59 NBO Company Shares of Dishwashers: % Volume 2014-2018
Table 60 LBN Brand Shares of Dishwashers: % Volume 2015-2018
Table 61 Distribution of Dishwashers by Format: % Volume 2013-2018
Table 62 Production, Imports and Exports of Dishwashers: Total Volume 2013-2018
Table 63 Forecast Sales of Dishwashers by Category: Volume 2018-2023
Table 64 Forecast Sales of Dishwashers by Category: Value 2018-2023
Table 65 Forecast Sales of Dishwashers by Category: % Volume Growth 2018-2023
Table 66 Forecast Sales of Dishwashers by Category: % Value Growth 2018-2023

Food Preparation Appliances in Taiwan

HEADLINES

PROSPECTS

Food preparation appliances remains stable due to reduced health consciousness after many rounds of food safety scandals
Consumption polarisation becomes clearer in food preparation appliances
Food processors continues to record high volume growth

COMPETITIVE LANDSCAPE

Philips continues to lead food preparation appliances with Panasonic close behind
Local and international brands differentiate themselves from each other via different pricing and marketing strategies
Smaller brands endeavour to increase their presence in multiple channels

CATEGORY DATA

Table 67 Sales of Food Preparation Appliances by Category: Volume 2013-2018
Table 68 Sales of Food Preparation Appliances by Category: Value 2013-2018
Table 69 Sales of Food Preparation Appliances by Category: % Volume Growth 2013-2018
Table 70 Sales of Food Preparation Appliances by Category: % Value Growth 2013-2018
Table 71 NBO Company Shares of Food Preparation Appliances: % Volume 2014-2018
Table 72 LBN Brand Shares of Food Preparation Appliances: % Volume 2015-2018
Table 73 Distribution of Food Preparation Appliances by Format: % Volume 2013-2018
Table 74 Forecast Sales of Food Preparation Appliances by Category: Volume 2018-2023
Table 75 Forecast Sales of Food Preparation Appliances by Category: Value 2018-2023
Table 76 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2018-2023
Table 77 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2018-2023

Home Laundry Appliances in Taiwan

HEADLINES

PROSPECTS

Energy efficiency and noise level remain top concerns among manufacturers and consumers
The Taiwanese prefer home laundry appliances with larger capacity
Automatic washer dryers exhibits stronger growth due to continuous marketing efforts from imported brands

COMPETITIVE LANDSCAPE

While Panasonic leads overall home laundry appliances, LG leads automatic washer dryers
Domestic brands continue to concentrate on automatic washing machines
Automatic dryers shows different development trajectories under different players

CATEGORY DATA

Table 78 Sales of Home Laundry Appliances by Category: Volume 2013-2018
Table 79 Sales of Home Laundry Appliances by Category: Value 2013-2018
Table 80 Sales of Home Laundry Appliances by Category: % Volume Growth 2013-2018
Table 81 Sales of Home Laundry Appliances by Category: % Value Growth 2013-2018
Table 82 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2014-2018
Table 83 Sales of Automatic Washing Machines by Format: % Volume 2013-2018
Table 84 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2013-2018
Table 85 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2014-2018
Table 86 NBO Company Shares of Home Laundry Appliances: % Volume 2014-2018
Table 87 LBN Brand Shares of Home Laundry Appliances: % Volume 2015-2018
Table 88 Distribution of Home Laundry Appliances by Format: % Volume 2013-2018
Table 89 Production, Imports and Exports of Home Laundry Appliances: Total Volume 2013-2018
Table 90 Forecast Sales of Home Laundry Appliances by Category: Volume 2018-2023
Table 91 Forecast Sales of Home Laundry Appliances by Category: Value 2018-2023
Table 92 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2018-2023
Table 93 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2018-2023

Large Cooking Appliances in Taiwan

HEADLINES

PROSPECTS

Large cooking appliances recovers slowly from decline
Amid the healthy living trend, consumers are more willing to choose multifunctional models
Ovens remain in a niche compared to other large cooking appliances

COMPETITIVE LANDSCAPE

Sakura maintains its leading position in large cooking appliances
Local players dominate large cooking appliances overall, while foreign brands concentrate on ovens
Construction proves its crucial position in impacting sales performance

CATEGORY DATA

Table 94 Sales of Large Cooking Appliances by Category: Volume 2013-2018
Table 95 Sales of Large Cooking Appliances by Category: Value 2013-2018
Table 96 Sales of Large Cooking Appliances by Category: % Volume Growth 2013-2018
Table 97 Sales of Large Cooking Appliances by Category: % Value Growth 2013-2018
Table 98 Sales of Built-in Hobs by Format: % Volume 2013-2018
Table 99 Sales of Ovens by Connected Appliances: % Volume 2014-2018
Table 100 NBO Company Shares of Large Cooking Appliances: % Volume 2014-2018
Table 101 LBN Brand Shares of Large Cooking Appliances: % Volume 2015-2018
Table 102 NBO Company Shares of Built-in Hobs: % Volume 2014-2018
Table 103 NBO Company Shares of Ovens: % Volume 2014-2018
Table 104 NBO Company Shares of Cooker Hoods: % Volume 2014-2018
Table 105 NBO Company Shares of Built-in Cooker Hoods: % Volume 2014-2018
Table 106 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2014-2018
Table 107 Distribution of Large Cooking Appliances by Format: % Volume 2013-2018
Table 108 Production, Imports and Exports of Large Cooking Appliances: Total Volume 2013-2018
Table 109 Forecast Sales of Large Cooking Appliances by Category: Volume 2018-2023
Table 110 Forecast Sales of Large Cooking Appliances by Category: Value 2018-2023
Table 111 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2018-2023
Table 112 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2018-2023

Microwaves in Taiwan

HEADLINES

PROSPECTS

Microwaves sees steady sales due to being considered necessary appliances in daily life
Multifunctional products continue to penetrate Taiwanese households
Consumers are desensitised to the negative impacts of food safety scandals

COMPETITIVE LANDSCAPE

Panasonic leads microwaves with an expanding advantage in volume sales
Local brands strive to compete in entry-level microwaves
Parallel imports continue in combination microwaves at premium prices

CATEGORY DATA

Table 113 Sales of Microwaves by Category: Volume 2013-2018
Table 114 Sales of Microwaves by Category: Value 2013-2018
Table 115 Sales of Microwaves by Category: % Volume Growth 2013-2018
Table 116 Sales of Microwaves by Category: % Value Growth 2013-2018
Table 117 Sales of Microwaves by Connected Appliances: % Volume 2014-2018
Table 118 NBO Company Shares of Microwaves: % Volume 2014-2018
Table 119 LBN Brand Shares of Microwaves: % Volume 2015-2018
Table 120 Distribution of Microwaves by Format: % Volume 2013-2018
Table 121 Production, Imports and Exports of Microwaves: Total Volume 2013-2018
Table 122 Forecast Sales of Microwaves by Category: Volume 2018-2023
Table 123 Forecast Sales of Microwaves by Category: Value 2018-2023
Table 124 Forecast Sales of Microwaves by Category: % Volume Growth 2018-2023
Table 125 Forecast Sales of Microwaves by Category: % Value Growth 2018-2023

Personal Care Appliances in Taiwan

HEADLINES

PROSPECTS

Personal care appliances with higher unit prices register a stronger presence
Hair care appliances with specialised design and stronger functions remain in favour
Electric facial cleansers loses popularity

COMPETITIVE LANDSCAPE

Panasonic leads personal care appliances, increasing the gap with Philips
International brands dominate, while local players keep disappearing
Tescom demonstrates its power in hair care appliances

CATEGORY DATA

Table 126 Sales of Personal Care Appliances by Category: Volume 2013-2018
Table 127 Sales of Personal Care Appliances by Category: Value 2013-2018
Table 128 Sales of Personal Care Appliances by Category: % Volume Growth 2013-2018
Table 129 Sales of Personal Care Appliances by Category: % Value Growth 2013-2018
Table 130 Sales of Body Shavers by Format: % Volume 2013-2018
Table 131 Sales of Hair Care Appliances by Format: % Volume 2013-2018
Table 132 NBO Company Shares of Personal Care Appliances 2014-2018
Table 133 LBN Brand Shares of Personal Care Appliances 2015-2018
Table 134 Distribution of Personal Care Appliances by Format: % Volume 2013-2018
Table 135 Forecast Sales of Personal Care Appliances by Category: Volume 2018-2023
Table 136 Forecast Sales of Personal Care Appliances by Category: Value 2018-2023
Table 137 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2018-2023
Table 138 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2018-2023

Refrigeration Appliances in Taiwan

HEADLINES

PROSPECTS

New energy labels vigorously push manufacturers to launch new models
Limited space encourages brands to launch narrower models with larger capacity
Smart fridge freezers remain out of Taiwanese consumers’ focus in 2018

COMPETITIVE LANDSCAPE

Panasonic retains its leading position due to its proactive marketing
Domestic brands work on different formats from those of their international competitors
Freezers sees intense competition compared to other refrigeration appliances

CATEGORY DATA

Table 139 Sales of Refrigeration Appliances by Category: Volume 2013-2018
Table 140 Sales of Refrigeration Appliances by Category: Value 2013-2018
Table 141 Sales of Refrigeration Appliances by Category: % Volume Growth 2013-2018
Table 142 Sales of Refrigeration Appliances by Category: % Value Growth 2013-2018
Table 143 Sales of Freezers by Format: % Volume 2013-2018
Table 144 Sales of Freezers by Volume Capacity: % Volume 2013-2018
Table 145 Sales of Fridge Freezers by Format: % Volume 2013-2018
Table 146 Sales of Fridge Freezers by Volume Capacity: % Volume 2013-2018
Table 147 Sales of Fridge Freezers by Connected Appliances: % Volume 2014-2018
Table 148 Sales of Fridges by Volume Capacity: % Volume 2013-2018
Table 149 NBO Company Shares of Refrigeration Appliances: % Volume 2014-2018
Table 150 LBN Brand Shares of Refrigeration Appliances: % Volume 2015-2018
Table 151 NBO Company Shares of Built-in Fridge Freezers: % Volume 2014-2018
Table 152 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2014-2018
Table 153 NBO Company Shares of Freestanding Fridges: % Volume 2014-2018
Table 154 Distribution of Refrigeration Appliances by Format: % Volume 2013-2018
Table 155 Production, Imports and Exports of Refrigeration Appliances: Total Volume 2013-2018
Table 156 Forecast Sales of Refrigeration Appliances by Category: Volume 2018-2023
Table 157 Forecast Sales of Refrigeration Appliances by Category: Value 2018-2023
Table 158 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2018-2023
Table 159 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2018-2023

Small Cooking Appliances in Taiwan

HEADLINES

PROSPECTS

Sales of small cooking appliances slow down due to consumers’ lowered sensitivity to food scandals
Coffee machines continues to contribute the highest volume growth due to the popular coffee culture
Rice cookers retain importance in daily life

COMPETITIVE LANDSCAPE

Tatung maintains its leading position in small cooking appliances
Local brands account for the majority of sales, while international brands see moderate growth
A diversified marketing strategy becomes increasingly significant

CATEGORY DATA

Table 160 Sales of Small Cooking Appliances by Category: Volume 2013-2018
Table 161 Sales of Small Cooking Appliances by Category: Value 2013-2018
Table 162 Sales of Small Cooking Appliances by Category: % Volume Growth 2013-2018
Table 163 Sales of Small Cooking Appliances by Category: % Value Growth 2013-2018
Table 164 Sales of Freestanding Hobs by Format: % Volume 2013-2018
Table 165 NBO Company Shares of Small Cooking Appliances: % Volume 2014-2018
Table 166 LBN Brand Shares of Small Cooking Appliances: % Volume 2015-2018
Table 167 Distribution of Small Cooking Appliances by Format: % Volume 2013-2018
Table 168 Forecast Sales of Small Cooking Appliances by Category: Volume 2018-2023
Table 169 Forecast Sales of Small Cooking Appliances by Category: Value 2018-2023
Table 170 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2018-2023
Table 171 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2018-2023

Vacuum Cleaners in Taiwan

HEADLINES

PROSPECTS

Stick vacuum cleaners continues to achieve the greatest sales increases
Smart features slowly penetrate robotic vacuum cleaners
Innovative cleaners such as steam cleaners and dust mite cleaners capture more attention in the local humid climate

COMPETITIVE LANDSCAPE

Electrolux continues to lead vacuum cleaners via its strength in standard products
More new players are expected to compete in vacuum cleaners
Collaborating with internet celebrities is an innovative marketing method attracting potential consumers

CATEGORY DATA

Table 172 Sales of Vacuum Cleaners by Category: Volume 2013-2018
Table 173 Sales of Vacuum Cleaners by Category: Value 2013-2018
Table 174 Sales of Vacuum Cleaners by Category: % Volume Growth 2013-2018
Table 175 Sales of Vacuum Cleaners by Category: % Value Growth 2013-2018
Table 176 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2014-2018
Table 177 NBO Company Shares of Vacuum Cleaners: % Volume 2014-2018
Table 178 LBN Brand Shares of Vacuum Cleaners: % Volume 2015-2018
Table 179 Distribution of Vacuum Cleaners by Format: % Volume 2013-2018
Table 180 Forecast Sales of Vacuum Cleaners by Category: Volume 2018-2023
Table 181 Forecast Sales of Vacuum Cleaners by Category: Value 2018-2023
Table 182 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2018-2023
Table 183 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2018-2023