Rising cases of COVID-19 in early 2021 saw Taiwan enter a semi-lockdown period from May to the end of the August. Therefore, many local consumers chose to stay at home or work remotely to reduce their risk of exposure to the virus.
Holding significant value share in homewares, stove top cookware had experienced declines for a number of pre-pandemic years. The longer replacement cycle for this robust product meant that following a spate of food safety scandals in 2012-2013, many consumers replaced their cookware, which prevented higher sales over much of the review period.
Due to its comprehensive product coverage from beverageware, cutlery to kitchen utensils, Dairy Farm International, which introduced IKEA to Taiwan, continued to lead homewares in 2021. IKEA appeals to Taiwanese consumers with its diversified décor styles in its kitchen designs and practical application of homewares in its food courts used to appeal to potential consumers.
Considering the surge in purchases for homewares that occurred during the semi-lockdown period in Taiwan in 2021 and the longer replacement cycles for many products such as stove top cookware, local consumers are unlikely to quickly replace these items in the short term. This is predicted to lead to slower growth of homewares in 2022 and over the forecast period, although sales will remain positive and higher compared to pre-pandemic levels.
There are thousands of independent hardware stores and street markets in Taiwan, which sell a vast amount of unbranded homewares, supporting the dominance of “others” in the category. In stove top cookware, a category that is mostly comprised of higher-priced items, local consumers are fully aware of the product differences between well-known brands and unbranded products and are willing to search for further information before making a purchasing decision.
To combat lower footfall to physical stores during the semi-lockdown period in 2021, manufacturers and distributors launched creative marketing methods to boost consumer demand. Various brands started collaborating with leading recipe websites to expand their consumer base by highlighting various cooking processes via livestreaming.
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Understand the latest market trends and future growth opportunities for the Homewares industry in Taiwan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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Homewares
Cooking utensils, dishes, tableware, cutlery, drinkware, and other small articles used in a home. Items must be new when sold to the consumer. Second-hand / used homewares are excluded, as are antique sales. Homewares refers to dining (beverageware, cutlery and dinnerware) and kitchen (cookware and kitchenware).
See All of Our DefinitionsThis report originates from Passport, our Homewares research and analysis database.
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