Homewares in Taiwan

2020 IMPACT

Overall decline for homewares in 2020, driven by stove top cookware

Homewares was the only home and garden category in 2020 to record overall decline, due to slower increases in overall household numbers in Taiwan and the general rise of smaller households with limited space. The Taiwanese only suffered limited restrictions during the initial emergence of COVID-19 lasting from February to May while the country did not impose a national lockdown.

Players forced to look at innovative ways to attract consumers in the face of declining demand

Declining sales pushed manufacturers to look at ways to differentiate them from the competition whilst attempting to capture consumers’ imagination such as promoting healthy lifestyles by offering cookware made from pure titanium or 316 stainless steel, colourful products targeting female consumers, and compact products targeting younger generations or smaller families.

Further consolidation amongst leading players despite highly fragmented competitive landscape

Owing to its comprehensive product coverage ranging from beverageware and cutlery to kitchen utensils, Dairy Farm International, which locally represents IKEA in Taiwan, retained its overall leadership of homewares in 2020 and gained further value share in what is an extremely fragmented competitive landscape. IKEA continues to gain in popularity amongst local consumers due to its practical application of homewares in its food courts and colourful decorative styles in its kitchen designs, which demonstrates the strength in penetrating potential consumers, particularly young generations who are in tune with global trends through their use of social media.

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