Executive Summary

Feb 2019
Faster retail value growth in home care in 2018

Home care in Taiwan posted faster value growth in 2018 compared to 2017. Except for bleach and polishes, most categories registered positive growth.

More focus on eco-friendly products

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.

Unilever leads home care for another year

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.

Manufacturers are trying to spur higher growth through innovation

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.

Slightly faster growth expected over forecast period

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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Home Care in Taiwan

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Overview

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

When you purchase this report, you also get the data and the content from these category reports in Taiwan for free:

The Home Care in Taiwan market research report includes:

  • Analysis of key supply-side and demand trends
  • 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 Home Care in Taiwan?
  • What are the major brands in Taiwan?
  • What is the importance of the trend towards environmentally friendly products in home care?
  • What are the main growth drivers of the home care market in Taiwan?

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 Home Care market research database.

Home Care in Taiwan

EXECUTIVE SUMMARY

Faster retail value growth in home care in 2018
More focus on eco-friendly products
Unilever leads home care for another year
Manufacturers are trying to spur higher growth through innovation
Slightly faster growth expected over forecast period

MARKET INDICATORS

Table 1 Households 2013-2018

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2013-2018
Table 3 Sales of Home Care by Category: % Value Growth 2013-2018
Table 4 NBO Company Shares of Home Care: % Value 2014-2018
Table 5 LBN Brand Shares of Home Care: % Value 2015-2018
Table 6 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 7 Distribution of Home Care by Format: % Value 2013-2018
Table 8 Distribution of Home Care by Format and Category: % Value 2018
Table 9 Forecast Sales of Home Care by Category: Value 2018-2023
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Air Care in Taiwan

HEADLINES

PROSPECTS

Electric and gel air fresheners are two largest subcategories in air care
Spray/aerosol air fresheners posts fastest value growth in air care
Integrating more functions into air care is expected to be the future highlight

COMPETITIVE LANDSCAPE

Farcent continues expanding brand share by extensive product lines and updated product designs
Local giants dominate, while foreign brands exert little influence
Internet retailers, alongside health and beauty specialists, demonstrate their potential in boosting sales performance in air care

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2013-2018
Table 12 Sales of Air Care by Category: % Value Growth 2013-2018
Table 13 Sales of Air Care by Fragrance: Value Ranking 2013-2018
Table 14 NBO Company Shares of Air Care: % Value 2014-2018
Table 15 LBN Brand Shares of Air Care: % Value 2015-2018
Table 16 Forecast Sales of Air Care by Category: Value 2018-2023
Table 17 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Bleach in Taiwan

HEADLINES

PROSPECTS

Bleach is less in demand due to desire to lead healthy lifestyles
Bleach is also losing share to substitute surface care products
Bleach is preferred more for toilet/bathroom cleaning

COMPETITIVE LANDSCAPE

Kao (Taiwan) Corp leads bleach with stronger brand influence and lower prices
International players dominate underpinned by wider distribution presence
Private label has some presence in bleach

CATEGORY DATA

Table 18 Sales of Bleach: Value 2013-2018
Table 19 Sales of Bleach: % Value Growth 2013-2018
Table 20 NBO Company Shares of Bleach: % Value 2014-2018
Table 21 LBN Brand Shares of Bleach: % Value 2015-2018
Table 22 Forecast Sales of Bleach: Value 2018-2023
Table 23 Forecast Sales of Bleach: % Value Growth 2018-2023

Dishwashing in Taiwan

HEADLINES

PROSPECTS

Hand dishwashing continues to focus on more eco-friendly features
Hand dishwashing remains largest subcategory in dishwashing
Taiwanese consumers prefer automatic dishwashing powder over tablets

COMPETITIVE LANDSCAPE

Nice Enterprise Co Ltd leads dishwashing due to higher value in hand dishwashing
International players have slowly lost share to domestic competitors
Different channels provide appropriate platforms for different subcategories

CATEGORY INDICATORS

Table 24 Household Possession of Dishwashers 2013-2018

CATEGORY DATA

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

Home Insecticides in Taiwan

HEADLINES

PROSPECTS

Home insecticides maintains positive growth momentum
Other home insecticides registers higher growth rates
Spray/aerosol insecticides remains the largest subcategory in home insecticides

COMPETITIVE LANDSCAPE

Chung Tai Hsing maintains lead due to multiple product lines and brands
Domestic players continue to dominate, while international players expand slowly
Other home care non-grocery specialists indispensable in home insecticides

CATEGORY DATA

Table 31 Sales of Home Insecticides by Category: Value 2013-2018
Table 32 Sales of Home Insecticides by Category: % Value Growth 2013-2018
Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018
Table 34 NBO Company Shares of Home Insecticides: % Value 2014-2018
Table 35 LBN Brand Shares of Home Insecticides: % Value 2015-2018
Table 36 Forecast Sales of Home Insecticides by Category: Value 2018-2023
Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Laundry Care in Taiwan

HEADLINES

PROSPECTS

Concentrated liquid detergents registers highest retail value in laundry care
Consumption polarisation has become clearer among Taiwanese
Laundry aids and fabric softeners remain niche in Taiwan

COMPETITIVE LANDSCAPE

Unilever Taiwan leads laundry care with wider product portfolio and affordable prices
International brands hold greater advantage in laundry care than domestic players
More brands collaborate with internet celebrities to attract more consumers

CATEGORY INDICATORS

Table 38 Household Possession of Washing Machines 2013-2018

CATEGORY DATA

Table 39 Sales of Laundry Care by Category: Value 2013-2018
Table 40 Sales of Laundry Care by Category: % Value Growth 2013-2018
Table 41 Sales of Laundry Aids by Category: Value 2013-2018
Table 42 Sales of Laundry Aids by Category: % Value Growth 2013-2018
Table 43 Sales of Laundry Detergents by Category: Value 2013-2018
Table 44 Sales of Laundry Detergents by Category: % Value Growth 2013-2018
Table 45 NBO Company Shares of Laundry Care: % Value 2014-2018
Table 46 LBN Brand Shares of Laundry Care: % Value 2015-2018
Table 47 NBO Company Shares of Laundry Aids: % Value 2014-2018
Table 48 LBN Brand Shares of Laundry Aids: % Value 2015-2018
Table 49 NBO Company Shares of Laundry Detergents: % Value 2014-2018
Table 50 LBN Brand Shares of Laundry Detergents: % Value 2015-2018
Table 51 Forecast Sales of Laundry Care by Category: Value 2018-2023
Table 52 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Polishes in Taiwan

HEADLINES

PROSPECTS

Polishes is less favoured among Taiwanese due to local consumption habits
Furniture polish continues declining in retail value
Shoe polish declines faster in retail value compared to furniture polish

COMPETITIVE LANDSCAPE

SC Johnson & Son Taiwan Ltd maintains leading position in polishes
Local players lag behind overseas giant due to weaker brand influence
Marketing campaigns difficult to find in polishes

CATEGORY DATA

Table 53 Sales of Polishes by Category: Value 2013-2018
Table 54 Sales of Polishes by Category: % Value Growth 2013-2018
Table 55 NBO Company Shares of Polishes: % Value 2014-2018
Table 56 LBN Brand Shares of Polishes: % Value 2015-2018
Table 57 Forecast Sales of Polishes by Category: Value 2018-2023
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Surface Care in Taiwan

HEADLINES

PROSPECTS

Almost all surface care subcategories post postive growth
Home care wipes registers faster growth than surface care excluding wipes
Consumers have become more environmentally aware when choosing surface care products

COMPETITIVE LANDSCAPE

SC Johnson & Son Taiwan Ltd maintains lead in surface care
Domestic brands catching up with differentiated product focus
More natural direction in surface care might bring more new players to compete

CATEGORY DATA

Table 59 Sales of Surface Care by Category: Value 2013-2018
Table 60 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 61 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018
Table 63 NBO Company Shares of Surface Care: % Value 2014-2018
Table 64 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 65 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018
Table 66 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018
Table 67 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 68 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Toilet Care in Taiwan

HEADLINES

PROSPECTS

Toilet care maintains healthy growth in Taiwan
Toilet liquids/foam records both higher retail value and growth rates
In-cistern devices have become less welcome among Taiwanese consumers

COMPETITIVE LANDSCAPE

SC Johnson & Son Taiwan Ltd leads with Mr Muscle with clear competitive edge
Toilet care is equally divided between international and domestic players
Private label and premium brands remain largely non-existent in Taiwan

CATEGORY DATA

Table 69 Sales of Toilet Care by Category: Value 2013-2018
Table 70 Sales of Toilet Care by Category: % Value Growth 2013-2018
Table 71 NBO Company Shares of Toilet Care: % Value 2014-2018
Table 72 LBN Brand Shares of Toilet Care: % Value 2015-2018
Table 73 Forecast Sales of Toilet Care by Category: Value 2018-2023
Table 74 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023