Executive Summary

Mar 2019
PROSPECTS
Premiumisation drives value growth in nappies/diapers/pants

The declining birth rate has directly affected the overall performance of nappies/diaper/pants, with a decrease in sales of new born nappies/diapers in 2018. This was partially compensated for by a rise in the potty training age, leading to value growth in both standard and junior products.

Disposable pants sees the highest value and volume growth in 2018

Pants continued to post the fastest value and volume growth in 2018, which was attributable to greater consumer awareness aroused by manufacturers and more product formats being launched by international players. In April 2017, Pampers started promoting its new pants from Japan via online marketing, such as frequent lucky draws or sending out free samples to draw more attention.

Pricing strategies aim to respond to a lower birth rate

The birth rate in Taiwan is declining, and manufacturers have responded to the consequent pressure on volume sales by encouraging parents with greater purchasing power to spend more on premium products.

COMPETITIVE LANDSCAPE
Procter & Gamble Taiwan Ltd continues to lead nappies/diapers/pants

Procter & Gamble has led sales of nappies/diaper/pants since 2007. Pampers was the first brand to initiate a bonus points membership scheme to strengthen its bond with consumers, and this type of scheme was quickly adopted by other brands.

International players continue to dominate nappies/diapers/pants

International players dominate in nappies/diapers, with the largest domestic brand being Carnation. International brands’ shares continue to rise, owing to consumers’ long-established loyalty to foreign brands, and solid confidence in their absorbent core technology.

Diversified marketing campaigns prove effective in penetrating the market

Rather than traditional TV campaigns, several key players prefer to use online forums and exclusive membership programmes to connect with consumers. Pampers was the brand to use this communication channel, and was quickly followed by Merries, Mamy Poko and Huggies.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Nappies/Diapers/Pants 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.

If you're in the Nappies/Diapers/Pants industry in Taiwan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Nappies/Diapers/Pants in Taiwan market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Nappies/Diapers/Pants in Taiwan?
  • What are the major brands in Taiwan?
  • How are decreasing birth rates in developed economies impact the sales of nappies/diapers/pants?
  • Which countries offer the biggest potential for environmentally friendly nappies/diapers?

Why buy this report?

  • 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

This industry report originates from Passport, our Tissue and Hygiene market research database.

Nappies/Diapers/Pants in Taiwan - Category analysis

HEADLINES

PROSPECTS

Premiumisation drives value growth in nappies/diapers/pants
Disposable pants sees the highest value and volume growth in 2018
Pricing strategies aim to respond to a lower birth rate

COMPETITIVE LANDSCAPE

Procter & Gamble Taiwan Ltd continues to lead nappies/diapers/pants
International players continue to dominate nappies/diapers/pants
Diversified marketing campaigns prove effective in penetrating the market

CATEGORY DATA

Table 1 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 2 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 4 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 5 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 6 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Tissue and Hygiene in Taiwan - Industry Overview

EXECUTIVE SUMMARY

Faster retail value growth in tissue and hygiene in 2018
Enhanced focuses on both premium and economy products
Kimberly-Clark Taiwan continues to lead tissue and hygiene
Hypermarkets and supermarkets remain key distribution channels
Slowdown in value growth expected over the forecast period

MARKET INDICATORS

Table 7 Birth Rates 2013-2018
Table 8 Infant Population 2013-2018
Table 9 Female Population by Age 2013-2018
Table 10 Total Population by Age 2013-2018
Table 11 Households 2013-2018
Table 12 Forecast Infant Population 2018-2023
Table 13 Forecast Female Population by Age 2018-2023
Table 14 Forecast Total Population by Age 2018-2023
Table 15 Forecast Households 2018-2023

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources