Mass Beauty and Personal Care in Taiwan

PROSPECTS

Moderate growth set to be seen during the forecast period

With demand for many of the most important mass beauty and personal care products already quite mature, there remains relatively little room for further sales growth. Population growth in Taiwan is set to be moderate during the forecast period, the result of the country’s low birth rate and limited immigration, and this makes it difficult for manufacturers to generate sales growth in categories which are already considered essential products for everyday use.

Mass baby and child-specific products slated for particularly strong growth

During the forecast period, mass baby and child-specific products is expected to register stronger sales growth than most mass beauty and personal care categories. Although Taiwan’s birth rate is low and falling, having fewer children to spend money on tends to encourage parents and grandparents to lavish attention on only one or two children or grandchildren and this includes buying them higher quantities of baby and child-specific products.

Mass colour cosmetics to benefit from rising demand among younger consumers

Mass colour cosmetics is another category that is expected to perform well during the forecast period and the main reason for this is that young women and teenage girls are starting to use colour cosmetics at an earlier age. Although there is a general shift in demand towards premium brands in colour cosmetics, younger consumers are more likely to choose mass brands, which are far more affordable for them.

COMPETITIVE LANDSCAPE

Unilever heads a highly competitive and fragmented field

Unilever remained the leading player in mass beauty and personal care in 2017, benefiting from its position as one of the leading global names among mass players in the industry. Unlike most of its major multinational rivals, Unilever does not offer any premium brands in beauty and personal care, meaning that it focuses its efforts entirely on developing and sustaining demand for mass products.

Global players remain on top of the category

Major multinational players continue to dominate the top positions in mass beauty and personal care and the five leading players in the category all have the status of global operators: Unilever Taiwan, L’Oréal Taiwan Co, Procter & Gamble Taiwan, Johnson & Johnson Taiwan, and Taiwan Shiseido Co. With factors such as consistent distribution, the constant development and regular launch of new products and the maintenance of strong media advertising campaigns all important determiners of success in mass beauty and personal care, these major international names are in the best position to achieve the highest sales.

Private label remains a marginal presence

Although several of Taiwan’s leading chained retailers offer private label products in numerous beauty and personal care categories, none of them has yet been able to generate significant sales. This is mainly because private label does not offer a major price advantage over the mass brands with which they compete.

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