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Retail Tissue in
Taiwan

Country Report

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Executive Summary

Mar 2019
PROSPECTS
Price sensitivity and new product development contribute to higher value growth

In February 2018, RT Mart hinted that tissue manufacturers were planning to increase toilet paper unit prices by 30%, owing to the rising cost of pulp. At the same time, continuous wage stagnation was leading to more price sensitivity, and this combination led to stockpiling by Taiwanese consumers.

Diversification in toilet paper hampers growth in napkins and facial tissue

Toilet paper is by far the biggest category in retail tissue, owing to it being considered a daily necessity, and it is also used as an alternative to boxed facial tissues and napkins. In view of the economic downturn and its continuing impact on consumers, manufacturers started launching toilet paper in smaller sizes.

Paper towels continues to be the most dynamic category

Paper towels recorded the highest value growth in 2018, which was attributable to concerns over personal health, more product innovation, and constant consumer education campaigns by manufacturers and hypermarkets. Habit formation in using paper towels will keep supporting growth in this category.

COMPETITIVE LANDSCAPE
Kimberly-Clark Taiwan leads retail tissue, backed by marketing campaigns

Kimberly-Clark Taiwan continues to lead retail tissue, with a wide variety of products in the category. The gap between Kimberly-Clark and the largest local player, Yuen Foong Yu, has been widening, owing to Kimberly-Clark’s greater resources and continuous new product launches.

Retail tissue is evenly split between international and domestic players

Retail tissue continued to be dominated by two domestic and two international manufacturers in 2018. The local companies Yuen Foong Yu and Cheng Loong Corp are ranked second and fourth in retail tissue, while another relatively new entrant, Golden Century Paper, backed by its parent company Asia Pulp & Paper Group, has increased its volume and value share, and overtook Cheng Loong Corp in terms of value sales in 2015.

Internet retailing growing rapidly, owing to its convenience

Hypermarkets and supermarkets remain major channels, but internet retailing is growing slightly faster. Taiwanese consumers’ strong attachment to social media has prompted major players to invest in online marketing campaigns.

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Retail Tissue in Taiwan

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Overview

Discover the latest market trends and uncover sources of future market growth for the Retail Tissue 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 Retail Tissue industry in Taiwan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Retail Tissue 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 Retail Tissue in Taiwan?
  • What are the major brands in Taiwan?
  • What is the performance of pocket handkerchiefs vs boxed facial tissues?
  • What are the key new product launches in the tissues market?

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.

Retail Tissue in Taiwan - Category analysis

HEADLINES

PROSPECTS

Price sensitivity and new product development contribute to higher value growth
Diversification in toilet paper hampers growth in napkins and facial tissue
Paper towels continues to be the most dynamic category

COMPETITIVE LANDSCAPE

Kimberly-Clark Taiwan leads retail tissue, backed by marketing campaigns
Retail tissue is evenly split between international and domestic players
Internet retailing growing rapidly, owing to its convenience

CATEGORY DATA

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