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Learn moreApr 2020
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Home improvement saw the steepest decline in overall home and garden in 2019, mainly due to the performance of some of its leading players. Yung Chi Paint & Varnish MFG Co Ltd, the leader in both lacquer and varnish and decorative, paint saw continued value share decline in 2019.
Still the second biggest category within home improvement, floor covering suffered a sharp decline in 2019, driven by continued decline seen in floor tiles. Similarly, wall covering’s drop in sales was due to the substantial loss of value sales seen in wall tiles.
Home paint continued to account for the highest proportion of value share in home improvement in 2019, despite losing share. It was adversely affected by Taiwan’s sluggish economy and the below-par performance of top brands, including home paint brand leaders Rainbow and Dulux.
The leader in both home improvement overall and home paint, Yung Chi Paint & Varnish maintained its top position in 2019, with its Rainbow brand some way ahead of its closest competitor, Dulux. Rainbow derives strength from a diverse product portfolio and comparatively low prices, as well as an extensive distribution network through hundreds of independent hardware stores in Taiwan.
Domestic players continue to dominate home improvement. The leaders in home paint, floor covering, wall covering and bathroom and sanitaryware are all local companies.
Unlike elsewhere in home and garden in Taiwan, within home improvement, television advertising campaigns remain a core marketing method for players to reach potential customers. Almost all home paint brands use television advertising to capture more consumers.
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Overview: Discover the latest market trends and uncover sources of future market growth for the Home Improvement 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.
The Home Improvement in Taiwan market research report includes:
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This industry report originates from Passport, our market research database.
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.