Executive Summary

Jun 2019
PROSPECTS
Growth of scented deodorants is constrained due to competition from fragrances

Most deodorants products in Taiwan not only prevent body odour caused by bacteria but also contain fragrances. However, it is a common concern that scented deodorants clash with perfume or other scented beauty and personal care products consumers also wear.

Aluminium salt-free variants capture consumer attention

In Taiwan, sweating is believed to be the body’s natural method of detoxifying itself and is good for the health. Some concerns over the safety of antiperspirants and deodorants has emerged as some substances in these products limit sweating thereby hampering the body’s natural physiological systems.

Deodorant sprays expected to continue spearheading growth during the forecast period

Deodorants sprays remained the most popular format in 2018 followed by deodorant roll-ons. Although value sales of both contracted during the year, deodorants roll-ons witnessed a better performance.

COMPETITIVE LANDSCAPE
Unilever remains the leading player in deodorants

Unilever Taiwan retained its leading position in deodorants in 2018. Its leading brand, Rexona continued introducing new products with extra benefits to satisfy consumer demand.

Bioré enters category with new technology

Bioré entered deodorants with its revolutionary Speedy Dry Formula. It differentiates itself from other brands via its aluminium salt-free product that does not block pores or sweat glands.

Mass brands dominate, with consumers seeing little value in premium deodorants

Mass brands dominate deodorants with consumers seeing little value in premium alternatives. While many consider fragrances to help mask slight body odours, most consumers who use deodorants do so to prevent body odour and wear fragrances for their pleasing scents and not as a deodorant.

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Deodorants in Taiwan

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Overview

Discover the latest market trends and uncover sources of future market growth for the Deodorants 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 Deodorants industry in Taiwan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Deodorants 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 Deodorants in Taiwan?
  • What are the major brands in Taiwan?
  • Which deodorant formats are seeing most dynamic growth?
  • What are the key trends in product development?

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 Beauty and Personal Care market research database.

Deodorants in Taiwan - Category analysis

HEADLINES

PROSPECTS

Growth of scented deodorants is constrained due to competition from fragrances
Aluminium salt-free variants capture consumer attention
Deodorant sprays expected to continue spearheading growth during the forecast period

COMPETITIVE LANDSCAPE

Unilever remains the leading player in deodorants
Bioré enters category with new technology
Mass brands dominate, with consumers seeing little value in premium deodorants

CATEGORY DATA

Table 1 Sales of Deodorants by Category: Value 2013-2018
Table 2 Sales of Deodorants by Category: % Value Growth 2013-2018
Table 3 Sales of Deodorants by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Deodorants: % Value 2014-2018
Table 5 LBN Brand Shares of Deodorants: % Value 2015-2018
Table 6 LBN Brand Shares of Premium Deodorants: % Value 2015-2018
Table 7 Forecast Sales of Deodorants by Category: Value 2018-2023
Table 8 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023
Table 9 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2018-2023

Beauty and Personal Care in Taiwan - Industry Overview

EXECUTIVE SUMMARY

Slowdown in value growth due to sluggishness in colour cosmetics
Premiumisation apparent in some beauty and personal care categories
Global multinationals L’Oréal and Procter & Gamble maintain industry lead
Increasing consumer sophistication seen in several new launches
Positive growth is set for forecast period

MARKET DATA

Table 10 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 11 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 12 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 14 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 15 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 17 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 18 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 19 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources