Home Care in Taiwan
Home care in 2022: The big picture
Table 1 Households 2017-2022
Table 2 Sales of Home Care by Category: Value 2017-2022
Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
Table 4 NBO Company Shares of Home Care: % Value 2018-2022
Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
Table 6 Penetration of Private Label in Home Care by Category: % Value 2017-2022
Table 7 Distribution of Home Care by Format: % Value 2017-2022
Table 8 Distribution of Home Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Home Care by Category: Value 2022-2027
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2022-2027
Summary 1 Research Sources
Air Care in Taiwan
Air care sees faster value growth in 2022 due to interest aroused by new product launches and more time spent at home
Liquid air fresheners maintains its momentum in 2022
Air care products are not regarded as daily essentials, preventing stronger growth
Air care expected to maintain a slight increasing trend over the forecast period
Local brands will continue to account for the majority of sales in air care
E-commerce set to gain traction over the forecast period
Table 11 Sales of Air Care by Category: Value 2017-2022
Table 12 Sales of Air Care by Category: % Value Growth 2017-2022
Table 13 Sales of Air Care by Fragrance: Value Ranking 2020-2022
Table 14 NBO Company Shares of Air Care: % Value 2018-2022
Table 15 LBN Brand Shares of Air Care: % Value 2019-2022
Table 16 Forecast Sales of Air Care by Category: Value 2022-2027
Table 17 Forecast Sales of Air Care by Category: % Value Growth 2022-2027
Bleach in Taiwan
Habit persistence continues to support growth in bleach, despite fewer concerns about the pandemic amongst consumers
Presence of local players is limited in bleach
Bleach has limited usage occasions in the home
Bleach expected to see much slower growth rates over the forecast period
Bleach will need appealing marketing to maintain growth
Higher share for private label in bleach than in other home care categories
Table 18 Sales of Bleach: Value 2017-2022
Table 19 Sales of Bleach: % Value Growth 2017-2022
Table 20 NBO Company Shares of Bleach: % Value 2018-2022
Table 21 LBN Brand Shares of Bleach: % Value 2019-2022
Table 22 Forecast Sales of Bleach: Value 2022-2027
Table 23 Forecast Sales of Bleach: % Value Growth 2022-2027
Dishwashing in Taiwan
Antibacterial feature has become a top concern amongst Taiwanese consumers in hand dishwashing
Automatic dishwashing records the highest volume and value growth owing to rising dishwasher penetration
Taiwanese consumers start showing more interest in automatic dishwashing tablets
Demand for antibacterial feature expected to persist in hand dishwashing
International players set to continue losing share to local players in hand dishwashing
E-commerce will have stronger growth potential over the forecast period
Table 24 Household Possession of Dishwashers 2016-2021
Table 25 Sales of Dishwashing by Category: Value 2017-2022
Table 26 Sales of Dishwashing by Category: % Value Growth 2017-2022
Table 27 NBO Company Shares of Dishwashing: % Value 2018-2022
Table 28 LBN Brand Shares of Dishwashing: % Value 2019-2022
Table 29 Forecast Sales of Dishwashing by Category: Value 2022-2027
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027
Home Insecticides in Taiwan
Home insecticides registers a slight volume increase in 2022, due to hygiene habits formed during the pandemic
Spray/aerosol insecticides accounts for the highest retail value sales
Other home insecticides sees a slowdown in growth, mainly due to slower growth of in-home mosquito repellent nets
Home insecticides set to maintain stable growth over the forecast period
Domestic players will continue to dominate, due to their connection with local consumers
Traditional hardware stores is a unique local retail channel in Taiwan
Table 31 Sales of Home Insecticides by Category: Value 2017-2022
Table 32 Sales of Home Insecticides by Category: % Value Growth 2017-2022
Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2017-2022
Table 34 NBO Company Shares of Home Insecticides: % Value 2018-2022
Table 35 LBN Brand Shares of Home Insecticides: % Value 2019-2022
Table 36 Forecast Sales of Home Insecticides by Category: Value 2022-2027
Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027
Laundry Care in Taiwan
The second major wave of COVID-19 leads consumers to continue focusing on antiviral products
Liquid tablet detergents soars due to convenience and proactive marketing campaigns
E-commerce important during the pandemic, with Facebook also used to keep consumers abreast of new developments
Antibacterial and antiviral features expected to be the major focus over the forecast period
International brands will continue to attract consumers with innovation and trusted names
Consumption polarisation set to maintain its momentum in Taiwan
Table 38 Household Possession of Washing Machines 2017-2022
Table 39 Sales of Laundry Care by Category: Value 2017-2022
Table 40 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 41 Sales of Laundry Aids by Category: Value 2017-2022
Table 42 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 43 Sales of Laundry Detergents by Category: Value 2017-2022
Table 44 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 45 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 46 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 47 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 48 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 49 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 50 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 51 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 52 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027
Polishes in Taiwan
COVID-19 has no clear impact on polishes in 2022, maintaining its steady decline
Demand for furniture polish continues to decline as consumers turn to cheaper non-wood furniture
Shoe polish declines in Taiwan due to changes in footwear fashions
Polishes set to maintain its decline over the forecast period
The extremely high value share of SC Johnson & Son makes it difficult for other players to compete
No major product launches expected in polishes
Table 53 Sales of Polishes by Category: Value 2017-2022
Table 54 Sales of Polishes by Category: % Value Growth 2017-2022
Table 55 NBO Company Shares of Polishes: % Value 2018-2022
Table 56 LBN Brand Shares of Polishes: % Value 2019-2022
Table 57 Forecast Sales of Polishes by Category: Value 2022-2027
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2022-2027
Surface Care in Taiwan
Bathroom cleaners continues to lead sales and drive growth
Solid but slowing growth for home care wipes and floor cleaning systems
E-commerce sees a slight rebound after dramatic growth amidst the pandemic
Overall value and volume growth expected to remain positive in surface care due to more stringent hygiene habits
Domestic brands endeavour to gain more traction in home care
Antibacterial features, and products integrating bicarbonate of soda expected to persist over the forecast period
Table 59 Sales of Surface Care by Category: Value 2017-2022
Table 60 Sales of Surface Care by Category: % Value Growth 2017-2022
Table 61 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2017-2022
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2017-2022
Table 63 NBO Company Shares of Surface Care: % Value 2018-2022
Table 64 LBN Brand Shares of Surface Care: % Value 2019-2022
Table 65 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2022
Table 66 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2022
Table 67 Forecast Sales of Surface Care by Category: Value 2022-2027
Table 68 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027
Toilet Care in Taiwan
Toilet care registers a slower growth trend in 2022
Toilet liquids/foam keeps registering higher retail volume growth than in-cistern devices
In-cistern devices accounts for lower retail sales due to lack of consumer trust
Toilet care expected to see a slowdown in volume growth over the forecast period
International and domestic players both have a solid presence in toilet care
Lack of private label lines due to the diversification of major brands
Table 69 Sales of Toilet Care by Category: Value 2017-2022
Table 70 Sales of Toilet Care by Category: % Value Growth 2017-2022
Table 71 NBO Company Shares of Toilet Care: % Value 2018-2022
Table 72 LBN Brand Shares of Toilet Care: % Value 2019-2022
Table 73 Forecast Sales of Toilet Care by Category: Value 2022-2027
Table 74 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027