Consumer Appliances in Taiwan

Consumer Appliances in Taiwan

EXECUTIVE SUMMARY

Growth is maintained by recovery in most major appliances categories

Energy efficiency remains the main purchasing criteria

Panasonic extends its lead thanks to its long presence and good reputation

Players use more distribution channels to reach a wider consumer base

Continued growth despite maturity, especially for products which save time or energy

MARKET INDICATORS

Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2014-2019
Table 2 Replacement Cycles of Consumer Appliances by Category 2014-2019
Table 3 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2019-2024
Table 4 Forecast Replacement Cycles of Consumer Appliances by Category 2019-2024

MARKET DATA

Table 5 Sales of Consumer Appliances by Category: Volume 2014-2019
Table 6 Sales of Consumer Appliances by Category: Value 2014-2019
Table 7 Sales of Consumer Appliances by Category: % Volume Growth 2014-2019
Table 8 Sales of Consumer Appliances by Category: % Value Growth 2014-2019
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2014-2019
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2014-2019
Table 11 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2014-2019
Table 12 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2014-2019
Table 13 Sales of Small Appliances by Category: Volume 2014-2019
Table 14 Sales of Small Appliances by Category: Value 2014-2019
Table 15 Sales of Small Appliances by Category: % Volume Growth 2014-2019
Table 16 Sales of Small Appliances by Category: % Value Growth 2014-2019
Table 17 NBO Company Shares of Major Appliances: % Volume 2015-2019
Table 18 LBN Brand Shares of Major Appliances: % Volume 2016-2019
Table 19 NBO Company Shares of Small Appliances: % Volume 2015-2019
Table 20 LBN Brand Shares of Small Appliances: % Volume 2016-2019
Table 21 Distribution of Major Appliances by Format: % Volume 2014-2019
Table 22 Distribution of Small Appliances by Format: % Volume 2014-2019
Table 23 Forecast Sales of Consumer Appliances by Category: Volume 2019-2024
Table 24 Forecast Sales of Consumer Appliances by Category: Value 2019-2024
Table 25 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2019-2024
Table 26 Forecast Sales of Consumer Appliances by Category: % Value Growth 2019-2024
Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2019-2024
Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2019-2024
Table 29 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2019-2024
Table 30 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2019-2024
Table 31 Forecast Sales of Small Appliances by Category: Volume 2019-2024
Table 32 Forecast Sales of Small Appliances by Category: Value 2019-2024
Table 33 Forecast Sales of Small Appliances by Category: % Volume Growth 2019-2024
Table 34 Forecast Sales of Small Appliances by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources

Air Treatment Products in Taiwan

HEADLINES

PROSPECTS

Long summer and energy efficiency trigger stronger demand for air conditioners

Air purifiers continues to see the highest volume growth due to low air quality

Smart features are gradually gaining popularity in air treatment products

COMPETITIVE LANDSCAPE

Panasonic leads air treatment products with a wide product portfolio

Local brands are stronger in cooling fans; international brands in air purifiers

Smaller and new players attract consumers through group buying offers

CATEGORY DATA

Table 35 Sales of Air Treatment Products by Category: Volume 2014-2019
Table 36 Sales of Air Treatment Products by Category: Value 2014-2019
Table 37 Sales of Air Treatment Products by Category: % Volume Growth 2014-2019
Table 38 Sales of Air Treatment Products by Category: % Value Growth 2014-2019
Table 39 Sales of Air Conditioners by Connected Appliances: % Volume 2015-2019
Table 40 NBO Company Shares of Air Treatment Products: % Volume 2015-2019
Table 41 LBN Brand Shares of Air Treatment Products: % Volume 2016-2019
Table 42 Distribution of Air Treatment Products by Format: % Volume 2014-2019
Table 43 Production of Air Conditioners: Total Volume 2014-2019
Table 44 Forecast Sales of Air Treatment Products by Category: Volume 2019-2024
Table 45 Forecast Sales of Air Treatment Products by Category: Value 2019-2024
Table 46 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2019-2024
Table 47 Forecast Sales of Air Treatment Products by Category: % Value Growth 2019-2024

Dishwashers in Taiwan

HEADLINES

PROSPECTS

Continued momentum due to busy lives and in-store marketing

Freestanding dishwashers sees faster growth because of lower entry barriers

Energy efficiency and cleaning are major consumer concerns

COMPETITIVE LANDSCAPE

Bosch leads due to a trusted image and partnerships with local builders

Table-top brands made in China capture more attention through online retailing

Increasing variety of sales channels to expand the potential consumer base

CATEGORY DATA

Table 48 Sales of Dishwashers by Category: Volume 2014-2019
Table 49 Sales of Dishwashers by Category: Value 2014-2019
Table 50 Sales of Dishwashers by Category: % Volume Growth 2014-2019
Table 51 Sales of Dishwashers by Category: % Value Growth 2014-2019
Table 52 Sales of Dishwashers by Format: % Volume 2014-2019
Table 53 Sales of Dishwashers by Connected Appliances: % Volume 2015-2019
Table 54 NBO Company Shares of Dishwashers: % Volume 2015-2019
Table 55 LBN Brand Shares of Dishwashers: % Volume 2016-2019
Table 56 Distribution of Dishwashers by Format: % Volume 2014-2019
Table 57 Forecast Sales of Dishwashers by Category: Volume 2019-2024
Table 58 Forecast Sales of Dishwashers by Category: Value 2019-2024
Table 59 Forecast Sales of Dishwashers by Category: % Volume Growth 2019-2024
Table 60 Forecast Sales of Dishwashers by Category: % Value Growth 2019-2024

Food Preparation Appliances in Taiwan

HEADLINES

PROSPECTS

Slower growth due to fewer health concerns, despite food safety scandals

Polarisation becomes clearer in food preparation appliances

Mixers registers higher volume growth than food processors

COMPETITIVE LANDSCAPE

Panasonic takes the lead, but Philips remains strong

Local brands differentiate from international players through pricing

Smaller brands increase brand visibility through diverse retail channels

CATEGORY DATA

Table 61 Sales of Food Preparation Appliances by Category: Volume 2014-2019
Table 62 Sales of Food Preparation Appliances by Category: Value 2014-2019
Table 63 Sales of Food Preparation Appliances by Category: % Volume Growth 2014-2019
Table 64 Sales of Food Preparation Appliances by Category: % Value Growth 2014-2019
Table 65 NBO Company Shares of Food Preparation Appliances: % Volume 2015-2019
Table 66 LBN Brand Shares of Food Preparation Appliances: % Volume 2016-2019
Table 67 Distribution of Food Preparation Appliances by Format: % Volume 2014-2019
Table 68 Forecast Sales of Food Preparation Appliances by Category: Volume 2019-2024
Table 69 Forecast Sales of Food Preparation Appliances by Category: Value 2019-2024
Table 70 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2019-2024
Table 71 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2019-2024

Home Laundry Appliances in Taiwan

HEADLINES

PROSPECTS

Automatic washer dryers registers the highest growth due to consumer education

Various consumer concerns lead to new features

Demand for home laundry appliances with different capacities

COMPETITIVE LANDSCAPE

Panasonic leads overall, whilst LG leads automatic washer dryers

Domestic brands continue to concentrate on automatic washing machines

Smaller automatic dryers set for decline; better performance for larger models

CATEGORY DATA

Table 72 Sales of Home Laundry Appliances by Category: Volume 2014-2019
Table 73 Sales of Home Laundry Appliances by Category: Value 2014-2019
Table 74 Sales of Home Laundry Appliances by Category: % Volume Growth 2014-2019
Table 75 Sales of Home Laundry Appliances by Category: % Value Growth 2014-2019
Table 76 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2015-2019
Table 77 Sales of Automatic Washing Machines by Format: % Volume 2014-2019
Table 78 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2014-2019
Table 79 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2015-2019
Table 80 NBO Company Shares of Home Laundry Appliances: % Volume 2015-2019
Table 81 LBN Brand Shares of Home Laundry Appliances: % Volume 2016-2019
Table 82 Distribution of Home Laundry Appliances by Format: % Volume 2014-2019
Table 83 Production of Home Laundry Appliances: Total Volume 2014-2019
Table 84 Forecast Sales of Home Laundry Appliances by Category: Volume 2019-2024
Table 85 Forecast Sales of Home Laundry Appliances by Category: Value 2019-2024
Table 86 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2019-2024
Table 87 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2019-2024

Large Cooking Appliances in Taiwan

HEADLINES

PROSPECTS

Large cooking appliances continues to be affected by the real estate depression

New multifunctional models offered to attract younger consumers

Ovens remains a niche compared with other large cooking appliances

COMPETITIVE LANDSCAPE

Sakura maintains its lead in large cooking appliances through its diverse brands

Local players dominate overall, whilst foreign brands concentrate on ovens

Construction strongly influences the overall sales performance

CATEGORY DATA

Table 88 Sales of Large Cooking Appliances by Category: Volume 2014-2019
Table 89 Sales of Large Cooking Appliances by Category: Value 2014-2019
Table 90 Sales of Large Cooking Appliances by Category: % Volume Growth 2014-2019
Table 91 Sales of Large Cooking Appliances by Category: % Value Growth 2014-2019
Table 92 Sales of Built-in Hobs by Format: % Volume 2014-2019
Table 93 Sales of Ovens by Connected Appliances: % Volume 2015-2019
Table 94 NBO Company Shares of Large Cooking Appliances: % Volume 2015-2019
Table 95 LBN Brand Shares of Large Cooking Appliances: % Volume 2016-2019
Table 96 NBO Company Shares of Built-in Hobs: % Volume 2015-2019
Table 97 NBO Company Shares of Ovens: % Volume 2015-2019
Table 98 NBO Company Shares of Cooker Hoods: % Volume 2015-2019
Table 99 NBO Company Shares of Built-in Cooker Hoods: % Volume 2015-2019
Table 100 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2015-2019
Table 101 Distribution of Large Cooking Appliances by Format: % Volume 2014-2019
Table 102 Production of Large Cooking Appliances: Total Volume 2014-2019
Table 103 Forecast Sales of Large Cooking Appliances by Category: Volume 2019-2024
Table 104 Forecast Sales of Large Cooking Appliances by Category: Value 2019-2024
Table 105 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2019-2024
Table 106 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2019-2024

Microwaves in Taiwan

HEADLINES

PROSPECTS

Microwaves maintains growth, but the built-in format is unpopular

Multifunctional products increase their household penetration

Consumers become immune to the negative press from food safety scandals

COMPETITIVE LANDSCAPE

Panasonic leads microwaves with a wide range of products and prices

Local brands are striving to compete in the entry-level segment

Parallel imports continue in combination microwaves

CATEGORY DATA

Table 107 Sales of Microwaves by Category: Volume 2014-2019
Table 108 Sales of Microwaves by Category: Value 2014-2019
Table 109 Sales of Microwaves by Category: % Volume Growth 2014-2019
Table 110 Sales of Microwaves by Category: % Value Growth 2014-2019
Table 111 Sales of Microwaves by Connected Appliances: % Volume 2015-2019
Table 112 NBO Company Shares of Microwaves: % Volume 2015-2019
Table 113 LBN Brand Shares of Microwaves: % Volume 2016-2019
Table 114 Distribution of Microwaves by Format: % Volume 2014-2019
Table 115 Forecast Sales of Microwaves by Category: Volume 2019-2024
Table 116 Forecast Sales of Microwaves by Category: Value 2019-2024
Table 117 Forecast Sales of Microwaves by Category: % Volume Growth 2019-2024
Table 118 Forecast Sales of Microwaves by Category: % Value Growth 2019-2024

Personal Care Appliances in Taiwan

HEADLINES

PROSPECTS

Personal care appliances with higher unit prices register a stronger presence

Hair care appliances with specialised designs and stronger functions remain popular

Demand for electric facial cleansers sees a dramatic decline

COMPETITIVE LANDSCAPE

Panasonic leads personal care appliances, moving further ahead of Philips

International brands dominate, whilst local players keep disappearing

Tescom has demonstrated its power, especially in hair care appliances

CATEGORY DATA

Table 119 Sales of Personal Care Appliances by Category: Volume 2014-2019
Table 120 Sales of Personal Care Appliances by Category: Value 2014-2019
Table 121 Sales of Personal Care Appliances by Category: % Volume Growth 2014-2019
Table 122 Sales of Personal Care Appliances by Category: % Value Growth 2014-2019
Table 123 Sales of Body Shavers by Format: % Volume 2014-2019
Table 124 Sales of Hair Care Appliances by Format: % Volume 2014-2019
Table 125 NBO Company Shares of Personal Care Appliances 2015-2019
Table 126 LBN Brand Shares of Personal Care Appliances 2016-2019
Table 127 Distribution of Personal Care Appliances by Format: % Volume 2014-2019
Table 128 Forecast Sales of Personal Care Appliances by Category: Volume 2019-2024
Table 129 Forecast Sales of Personal Care Appliances by Category: Value 2019-2024
Table 130 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2019-2024
Table 131 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2019-2024

Refrigeration Appliances in Taiwan

HEADLINES

PROSPECTS

Limited indoor space prompts the launch of narrower models with larger capacity

New energy labelling system pushes manufacturers to launch new models

Smart features are less of a focus than energy efficiency

COMPETITIVE LANDSCAPE

Panasonic retains its lead due to launches and proactive promotions

Domestic brands concentrate on double door, top freezer

Launch of various sizes of freezers to fit the space in homes

CATEGORY DATA

Table 132 Sales of Refrigeration Appliances by Category: Volume 2014-2019
Table 133 Sales of Refrigeration Appliances by Category: Value 2014-2019
Table 134 Sales of Refrigeration Appliances by Category: % Volume Growth 2014-2019
Table 135 Sales of Refrigeration Appliances by Category: % Value Growth 2014-2019
Table 136 Sales of Freezers by Format: % Volume 2014-2019
Table 137 Sales of Freezers by Volume Capacity: % Volume 2014-2019
Table 138 Sales of Fridge Freezers by Format: % Volume 2014-2019
Table 139 Sales of Fridge Freezers by Volume Capacity: % Volume 2014-2019
Table 140 Sales of Fridge Freezers by Connected Appliances: % Volume 2015-2019
Table 141 Sales of Fridges by Volume Capacity: % Volume 2014-2019
Table 142 NBO Company Shares of Refrigeration Appliances: % Volume 2015-2019
Table 143 LBN Brand Shares of Refrigeration Appliances: % Volume 2016-2019
Table 144 NBO Company Shares of Built-in Fridge Freezers: % Volume 2015-2019
Table 145 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2015-2019
Table 146 NBO Company Shares of Freestanding Fridges: % Volume 2015-2019
Table 147 Distribution of Refrigeration Appliances by Format: % Volume 2014-2019
Table 148 Production of Refrigeration Appliances: Total Volume 2014-2019
Table 149 Forecast Sales of Refrigeration Appliances by Category: Volume 2019-2024
Table 150 Forecast Sales of Refrigeration Appliances by Category: Value 2019-2024
Table 151 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2019-2024
Table 152 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2019-2024

Small Cooking Appliances in Taiwan

HEADLINES

PROSPECTS

Return to marginal growth as decline slows in some categories

Espresso coffee machines sees the highest growth due to the rising coffee culture

Rice cookers maintains its crucial position in daily life

COMPETITIVE LANDSCAPE

Tatung maintains its lead due to the versatility of its rice cookers

Local brands account for most sales, but international brands see growth

Diverse marketing strategies become increasingly significant

CATEGORY DATA

Table 153 Sales of Small Cooking Appliances by Category: Volume 2014-2019
Table 154 Sales of Small Cooking Appliances by Category: Value 2014-2019
Table 155 Sales of Small Cooking Appliances by Category: % Volume Growth 2014-2019
Table 156 Sales of Small Cooking Appliances by Category: % Value Growth 2014-2019
Table 157 Sales of Freestanding Hobs by Format: % Volume 2014-2019
Table 158 NBO Company Shares of Small Cooking Appliances: % Volume 2015-2019
Table 159 LBN Brand Shares of Small Cooking Appliances: % Volume 2016-2019
Table 160 Distribution of Small Cooking Appliances by Format: % Volume 2014-2019
Table 161 Forecast Sales of Small Cooking Appliances by Category: Volume 2019-2024
Table 162 Forecast Sales of Small Cooking Appliances by Category: Value 2019-2024
Table 163 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2019-2024
Table 164 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2019-2024

Vacuum Cleaners in Taiwan

HEADLINES

PROSPECTS

Stick vacuum maintains dynamism with more innovative models

Robotic cleaners witnesses its first year of decline

Innovative products such as steam cleaners and dust mite cleaners attract attention

COMPETITIVE LANDSCAPE

Electrolux maintains its lead through its strength in standard products

More new players are expected to compete in vacuum cleaners

Collaboration with celebrities for group buying is an innovative marketing method

CATEGORY DATA

Table 165 Sales of Vacuum Cleaners by Category: Volume 2014-2019
Table 166 Sales of Vacuum Cleaners by Category: Value 2014-2019
Table 167 Sales of Vacuum Cleaners by Category: % Volume Growth 2014-2019
Table 168 Sales of Vacuum Cleaners by Category: % Value Growth 2014-2019
Table 169 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2015-2019
Table 170 NBO Company Shares of Vacuum Cleaners: % Volume 2015-2019
Table 171 LBN Brand Shares of Vacuum Cleaners: % Volume 2016-2019
Table 172 Distribution of Vacuum Cleaners by Format: % Volume 2014-2019
Table 173 Forecast Sales of Vacuum Cleaners by Category: Volume 2019-2024
Table 174 Forecast Sales of Vacuum Cleaners by Category: Value 2019-2024
Table 175 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2019-2024
Table 176 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2019-2024

---