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Home and Garden in Taiwan
May 2022
Home and garden in 2021: The big picture
Home and garden experienced a notable improvement in value sales in 2021 compared to 2020, due in part to the recovery of real estate and greater revenge shopping since September. Taiwan entered a semi-lockdown period from mid-May to late August in 2021 due to rising COVID-19 cases, causing major disruption to many physical channels.
2021 key trends
Since 2020, especially as the pandemic has had a relatively limited impact in Taiwan compared to many other countries, an increasing number of businessmen returned with massive capital under the scenario of the US-China trade war and effective control of the virus. This trend has driven up real estate transactions, of new and older properties for renovation, leading to a new high not seen since 2014, supporting value sales across many areas of home and garden in 2021.
Competitive landscape
Many local consumers retained hygiene and safety concerns in 2021, while some were more conservative in their spending due to financial insecurity for the foreseeable future combined with post-pandemic outcomes and political uncertainty. These issues have led to the development of more sophisticated marketing strategies by key players, targeting various consumer groups with different purchasing power.
Retailing developments
During the semi-lockdown period in Taiwan from May to August 2021, the local government only demanded that citizens wore protective face masks or suggested keeping their distance in public settings. Home and garden specialist retailers remained the dominant distribution channel for the industry, with homewares and home furnishing stores holding higher value share in 2021 than home improvement and gardening stores.
What next for home and garden?
The limited negative impact of the pandemic on home and garden in Taiwan is likely to lead to further sales growth for the industry over the forecast period, although value growth (at constant 2021 prices) is predicted to be slower in 2022 and beyond, due to the surge in demand for various products the previous year. Thus, there will be some stabilisation as consumers gradually move their focus away from the home, but a stronger performance compared to the review period will be further supported by the buoyant real estate market into 2022.
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Overview:
Understand the latest market trends and future growth opportunities for the Home and Garden industry in Taiwan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
Gardening
Home Furnishings
Home Improvement
Homewares
If you're in the Home and Garden industry in Taiwan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Home and Garden in Taiwan report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country
This report answers:
What is the market size of Home and Garden in Taiwan?
Which are the leading brands in Home and Garden in Taiwan?
How are products distributed in Home and Garden in Taiwan?
How is the rise of e-commerce changing the retail and competitive landscape?
Have home seclusion and social distancing measures following COVID-19 benefited sales of Home and Garden?
Has the economic fall-out of COVID-19 negatively or positively impacted consumer interest and demand for Home and Garden?
Where is future growth expected to be most dynamic?
Home and Garden in Taiwan
EXECUTIVE SUMMARY
Home and garden in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for home and garden?
MARKET DATA
Table 1 Sales of Home and Garden by Category: Value 2016-2021Table 2 Sales of Home and Garden by Category: % Value Growth 2016-2021Table 3 NBO Company Shares of Home and Garden: % Value 2017-2021Table 4 LBN Brand Shares of Home and Garden: % Value 2018-2021Table 5 Distribution of Home and Garden by Format: % Value 2016-2021Table 6 Distribution of Home and Garden by Format and Category: % Value 2021Table 7 Forecast Sales of Home and Garden by Category: Value 2021-2026Table 8 Forecast Sales of Home and Garden by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
Home Improvement in Taiwan
KEY DATA FINDINGS
2021 DEVELOPMENTS
Flourishing real estate market and revenge shopping support higher sales value of home improvement
Faster growth through e-commerce pushes key players to change their sales strategies accordingly
Yung Chi Paint & Varnish MFG Co regains leadership of home improvement in 2021
PROSPECTS AND OPPORTUNITIES
Home improvement expected to record stable growth in 2022 and beyond
Television advertising remains one of the most significant marketing strategies
New home improvement brands emerge in retailing channels
CATEGORY DATA
Table 9 Sales of Home Improvement by Category: Value 2016-2021Table 10 Sales of Home Improvement by Category: % Value Growth 2016-2021Table 11 NBO Company Shares of Home Improvement: % Value 2017-2021Table 12 LBN Brand Shares of Home Improvement: % Value 2018-2021Table 13 Distribution of Home Improvement by Format: % Value 2016-2021Table 14 Forecast Sales of Home Improvement by Category: Value 2021-2026Table 15 Forecast Sales of Home Improvement by Category: % Value Growth 2021-2026
Gardening in Taiwan
KEY DATA FINDINGS
2021 DEVELOPMENTS
Gardening sales rise in 2021 due to longer time spent at home in Taiwan, especially during the semi-lockdown period
Indoor plants remain largest value category in gardening
Green Orchids Co retains its leadership due to wider distribution and a varied product portfolio
PROSPECTS AND OPPORTUNITIES
Stable growth for gardening despite growing mobility, due to new consumer base
E-commerce to consolidate sales performance, while ironmongers will continue to witness increasing sales
Local brands to continue dominating overall sales due to fewer foreign names emerging
CATEGORY DATA
Table 16 Sales of Gardening by Category: Value 2016-2021Table 17 Sales of Gardening by Category: % Value Growth 2016-2021Table 18 NBO Company Shares of Gardening: % Value 2017-2021Table 19 LBN Brand Shares of Gardening: % Value 2018-2021Table 20 Distribution of Gardening by Format: % Value 2016-2021Table 21 Forecast Sales of Gardening by Category: Value 2021-2026Table 22 Forecast Sales of Gardening by Category: % Value Growth 2021-2026
Homewares in Taiwan
KEY DATA FINDINGS
2021 DEVELOPMENTS
Homewares posts fastest value growth during the semi-lockdown period
Stove top cookware reverses declining trend of 2020 to register most dynamic value growth rate within homewares in 2021
IKEA remains leading brand in highly fragmented competitive landscape
PROSPECTS AND OPPORTUNITIES
Homewares is expected to see slow but stable growth considering higher rate of purchases noted in 2021
Unbranded products expected to account for majority of homewares in Taiwan
Innovative marketing methods are being developed by multiple brands
CATEGORY DATA
Table 23 Sales of Homewares by Category: Value 2016-2021Table 24 Sales of Homewares by Category: % Value Growth 2016-2021Table 25 Sales of Homewares by Material: % Value 2016-2021Table 26 NBO Company Shares of Homewares: % Value 2017-2021Table 27 LBN Brand Shares of Homewares: % Value 2018-2021Table 28 Distribution of Homewares by Format: % Value 2016-2021Table 29 Forecast Sales of Homewares by Category: Value 2021-2026Table 30 Forecast Sales of Homewares by Category: % Value Growth 2021-2026
Home Furnishings in Taiwan
KEY DATA FINDINGS
2021 DEVELOPMENTS
Strong sales for home furnishings due to thriving real estate market despite new wave in May 2021
Indoor furniture continues to gain momentum in 2021 following pre-pandemic declines
IKEA retains leadership but competition intensifies, supported by shifting consumption behaviour among Taiwanese
PROSPECTS AND OPPORTUNITIES
Home furnishings anticipated to maintain growth trend in 2022 and beyond
E-commerce to strengthen its position over the forecast period
Further development likely since launch of different retailing models
CATEGORY DATA
Table 31 Sales of Home Furnishings by Category: Value 2016-2021Table 32 Sales of Home Furnishings by Category: % Value Growth 2016-2021Table 33 NBO Company Shares of Home Furnishings: % Value 2017-2021Table 34 LBN Brand Shares of Home Furnishings: % Value 2018-2021Table 35 LBN Brand Shares of Light Sources: % Value 2018-2021Table 36 Distribution of Home Furnishings by Format: % Value 2016-2021Table 37 Forecast Sales of Home Furnishings by Category: Value 2021-2026Table 38 Forecast Sales of Home Furnishings by Category: % Value Growth 2021-2026
The following categories and subcategories are included:
Home and Garden
Bathroom and Sanitaryware
Carpets
Floor Tiles
Wooden Flooring
Other Floor Covering
Hand Tools
Hardware
Lacquer and Varnish
Decorative Paint
Kitchen Sinks
Corded Drills
Cordless Drills
Other Corded Power Tools
Other Cordless Power Tools
Wall Tiles
Wallpaper
Other Home Improvement
Fertiliser
Soil
Pest Control
Herbicides
Gardening Hand Tools
Gardening Power Tools
Walk Power Lawn Mowers
Riding Lawn Mowers
Robotic Lawn Mowers
Watering
Indoor Plants
Seeds
Other Horticulture
Pots and Planters
Other Gardening
Beverageware
Cutlery
Dinnerware
Ovenware
Stove Top Cookware
Food Storage
Kitchen Utensils
Bath Textiles
Bed Textiles
Kitchen and Dining Textiles
Living Room Textiles
Rugs
Beds
Chests of Drawers
Mattresses
Wardrobes
Dining Furniture
Home Office Furniture
Kitchen Furniture
Living Room Furniture
Sofa Beds
Other Sofas
Other Sitting Furniture
Storage Furniture
Other Indoor Furniture
Blinds
Curtains
Charcoal Barbecues
Electric Barbecues
Gas Barbecues
Outdoor Furniture
Lighting Fixtures
Incandescent Lamps
Halogen Lamps
Linear Fluorescent Lamps (LFL)
Compact Fluorescent Lamps (CFL)
Light-Emitting Diode Lamps (LED)
Home and Garden
This project has a strict focus on sales to consumers only. Trade and professional sales are excluded. Home and garden refers to gardening, home improvement, homewares and home furnishings.