Executive Summary

Apr 2019
Slower value decline in home and garden in 2018

Retail value sales in home and garden recorded a slower decline in current terms in 2018 compared with 2016 and 2017. The major driving factors behind the continue decline, however, were economic depression, weakening purchasing power due to stagnant wages, the after-effects of the labour law revisions by the Taiwanese government in 2017, alongside the conservative consumption psychology amongst Taiwanese consumers in the election season.

Poor economic outlook negatively impacts home and garden in 2018

Despite real GDP growth and the number of registered buildings in Taiwan increasing slightly in 2018 compared with 2017, the short-term recovery paused in May, due to the upcoming local elections in November. What cannot be ignored is that both key players and consumers are inclined to remain conservative during election seasons.

Various routes to growth

It is not easy for one single player to achieve a dominant position in home and garden in Taiwan, due to the presence of many branded and unbranded products. Dairy Farm International, representing IKEA in Taiwan, continues to grow owing to its European style, unique one-stop-shopping experience, penetration of internet retailing and good product quality.

Home and garden specialist retailers maintains its lead

Within home and garden in Taiwan, home and garden specialist retailers continued to lead distribution in 2018. The large number of independent retailers across the island has led Taiwanese consumers to be more inclined towards store-based retailing compared with neighbouring countries, which can be attributed to the more direct experiences and suggestions provided by professional consultants in physical outlets, and highly competitive pricing strategies.

Stability expected over the forecast period

Home and garden is forecast to remain stable in current value terms over the forecast period 2018-2023, as there are no clear signs of quick economic recovery in Taiwan. Key influencing factors will be uncertainty in the local economic and political environment, the gloomy prognosis for most players in home furnishings and home improvement, together with a slow increase in the overall number of local households.

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Home and Garden in Taiwan

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Overview

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

The Home and Garden in Taiwan market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic 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 Home and Garden in Taiwan?
  • What are the major brands in Taiwan?
  • Is DIY suffering or benefiting from consumer austerity?
  • How are emerging channels like internet retailing performing against leading ones like DIY and hardware stores?
  • Where is Do-it-for-me constraining sales of Do-It-Yourself?
  • In which countries are Home and Garden Specialists opening more outlets?

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 DIY and Gardening market research database.

Home and Garden in Taiwan

EXECUTIVE SUMMARY

Slower value decline in home and garden in 2018
Poor economic outlook negatively impacts home and garden in 2018
Various routes to growth
Home and garden specialist retailers maintains its lead
Stability expected over the forecast period

MARKET DATA

Table 1 Sales of Home and Garden by Category: Value 2013-2018
Table 2 Sales of Home and Garden by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Home and Garden: % Value 2014-2018
Table 4 LBN Brand Shares of Home and Garden: % Value 2015-2018
Table 5 Distribution of Home and Garden by Format: % Value 2013-2018
Table 6 Distribution of Home and Garden by Format and Category: % Value 2018
Table 7 Forecast Sales of Home and Garden by Category: Value 2018-2023
Table 8 Forecast Sales of Home and Garden by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Gardening in Taiwan

HEADLINES

PROSPECTS

Gardening registers slower growth due to the stagnant economy
Indoor plants remains the largest category within gardening
Consumers continue to prefer gardening stores

COMPETITIVE LANDSCAPE

Green Orchids Co increases its value share
Dominance by domestic players due to connection with local consumers
Brands and smart products are not important

CATEGORY DATA

Table 9 Sales of Gardening by Category: Value 2013-2018
Table 10 Sales of Gardening by Category: % Value Growth 2013-2018
Table 11 NBO Company Shares of Gardening: % Value 2014-2018
Table 12 LBN Brand Shares of Gardening: % Value 2015-2018
Table 13 Distribution of Gardening by Format: % Value 2013-2018
Table 14 Forecast Sales of Gardening by Category: Value 2018-2023
Table 15 Forecast Sales of Gardening by Category: % Value Growth 2018-2023

Home Furnishings in Taiwan

HEADLINES

PROSPECTS

Longer consideration of purchases leads to decline
Indoor furniture keeps declining, whilst home textiles slightly increases
LED lamps posts the fastest growth

COMPETITIVE LANDSCAPE

Dairy Farm International Home Furnishings Taiwan leads
Multiple key players launch different expansion strategies
Online retailing increases its influence

CATEGORY DATA

Table 16 Sales of Home Furnishings by Category: Value 2013-2018
Table 17 Sales of Home Furnishings by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Home Furnishings: % Value 2014-2018
Table 19 LBN Brand Shares of Home Furnishings: % Value 2015-2018
Table 20 LBN Brand Shares of Light Sources: % Value 2015-2018
Table 21 Distribution of Home Furnishings by Format: % Value 2013-2018
Table 22 Forecast Sales of Home Furnishings by Category: Value 2018-2023
Table 23 Forecast Sales of Home Furnishings by Category: % Value Growth 2018-2023

Home Improvement in Taiwan

HEADLINES

PROSPECTS

Weak performances and labour law revisions hamper growth
Floor and wall tiles record the strongest declines
Home paint suffers, whilst power tools sees a less adverse impact

COMPETITIVE LANDSCAPE

Yung Chi Paint & Varnish MFG Co leads
Domestic players account for the majority of value share
Television advertising remains the major marketing method

CATEGORY DATA

Table 24 Sales of Home Improvement by Category: Value 2013-2018
Table 25 Sales of Home Improvement by Category: % Value Growth 2013-2018
Table 26 NBO Company Shares of Home Improvement: % Value 2014-2018
Table 27 LBN Brand Shares of Home Improvement: % Value 2015-2018
Table 28 Distribution of Home Improvement by Format: % Value 2013-2018
Table 29 Forecast Sales of Home Improvement by Category: Value 2018-2023
Table 30 Forecast Sales of Home Improvement by Category: % Value Growth 2018-2023

Homewares in Taiwan

HEADLINES

PROSPECTS

All homewares categories register growth
Stove top cookware sees little growth due to less innovation
Unbranded products account for most sales

COMPETITIVE LANDSCAPE

Dairy Farm International Home Furnishings Taiwan leads
Domestic and international players have different distribution channels
Promotions using bonus points in exchange for stove top cookware

CATEGORY DATA

Table 31 Sales of Homewares by Category: Value 2013-2018
Table 32 Sales of Homewares by Category: % Value Growth 2013-2018
Table 33 Sales of Homewares by Material: % Value 2013-2018
Table 34 NBO Company Shares of Homewares: % Value 2014-2018
Table 35 LBN Brand Shares of Homewares: % Value 2015-2018
Table 36 Distribution of Homewares by Format: % Value 2013-2018
Table 37 Forecast Sales of Homewares by Category: Value 2018-2023
Table 38 Forecast Sales of Homewares by Category: % Value Growth 2018-2023