Due to the hot and humid weather in Taiwan, consumers tended to focus on antibacterial functionality in laundry care even prior to COVID-19, and this focus is expected to be maintained over the forecast period. However, in light of the major outbreaks in May 2021 and May 2022, antiviral products have also captured more attention than before, and more consumers are likely to continue to be attracted by this functionality or claim on product packaging moving into the forecast period.
International brands are expected to maintain their lead over local players in the forecast period, due to their leading exclusive laundry tech, consumers’ long-standing trust in imported brands, and continuous innovation in this mature category. The category leader Kao constantly introduces new products from Japan, whereas Ariel keeps using promotions to market made-in-Japan products.
Due to limited water and electricity resources in Taiwan, especially since the huge water crisis in April 2021, alongside the intense competition, specifically in concentrated liquid detergents, manufacturers have been proactively marketing their exclusive value-added product features. Meanwhile, consumers have started to realise the significance of environmental protection and express concern over harmful ingredients.
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Understand the latest market trends and future growth opportunities for the Laundry Care 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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This is the aggregation of laundry detergents, fabric softeners, carpet cleaners and laundry aids.See All of Our Definitions
This report originates from Passport, our Laundry Care research and analysis database.
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