Home care in Taiwan posted faster value growth in 2018 compared to 2017. Except for bleach and polishes, most categories registered positive growth.
Restrained by limited electricity and water resources in Taiwan, environmental concerns and harmful ingredients found in chemical-based products remained top priorities among Taiwanese consumers in 2018. Increasing concern about the environment has prompted consumers to check more deliberately before final purchases.
International companies Unilever Taiwan, Kao and SC Johnson & Son are the top three players in home care in Taiwan. Market leader Unilever is focusing on enhancing its strength in laundry care by reinvesting in product development and package improvements, extending ad campaigns and increasing sales coverage.
Home care players in Taiwan always consider innovation to be essential for growth and continuously invest in improving product content and packaging. Environmental protection is a strong driving force, as consumers become increasingly aware of various chemical materials used in certain products.
Home care is forecast to grow slightly faster in retail value over 2018-2023, although it is regarded as largely saturated and highly competitive. Some consumers are actively trying to use fewer chemical-based home care products to protect the environment and their health, and more consumers are considering switching from standard products to eco-friendly or natural alternatives.
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This industry report originates from Passport, our Home Care market research database.