Executive Summary

Mar 2019
PROSPECTS
Major players launch new products to gain traction in 2018

As Taiwan is considered as near-saturated in sanitary protection, manufacturers are aiming to integrate more value-added features to drive value rather than volume sales. Bigger brands have been concentrating on products with unique features to secure more share in towels.

Slim/thin/ultra-slim towels with wings is the major battlefield in sanitary protection

Slim/thin/ultra-slim towels with wings has since 2005 been the sole category in towels seeing growth. Most younger consumers are inclined towards products that are slimmer and offer greater absorbency, except for a small proportion of consumers who prefer standard towels, out of safety concerns.

Tampons see strong growth

Tampons is the smallest category in sanitary protection, owing to cultural factors and stringent regulations concerning distribution. The Taiwanese government classifies tampons as medical items, based on their invasive nature, leading to restrictions on advertising and promotions.

COMPETITIVE LANDSCAPE
United Charm Co Ltd continues to lead sanitary protection in 2018

United Charm captures consumers with Sofy’s strong brand image, diversified packaging styles and frequent in-store promotions. The company used to be the only one with a complete range of products, covering pantyliners, towels and tampons, until Kimberly-Clark launched its tampons in 2018.

International brands account for the majority of sales in sanitary protection

Sanitary protection is dominated by a number of international brands, including Sofy, Kotex, Whisper and the biggest domestic brand, Carnation. Owing to the very well-established brand loyalty in towels, and constant new product launches, the shares of international brands continue to rise, despite their relatively high prices.

Online marketing manifests its power in consolidating sales performance

Social media has strong penetration in Taiwan, and multiple brands, including Sofy, Kotex, Carnation and Whisper, have heavily marketed their new products via local internet influencers and official Facebook webpages. Online discussions can be helpful in increasing their sales in physical stores.

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Sanitary Protection in Taiwan

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Overview

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

The Sanitary Protection 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 Sanitary Protection in Taiwan?
  • What are the major brands in Taiwan?
  • What are the key new product launches in the sanitary protection 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.

Sanitary Protection in Taiwan - Category analysis

HEADLINES

PROSPECTS

Major players launch new products to gain traction in 2018
Slim/thin/ultra-slim towels with wings is the major battlefield in sanitary protection
Tampons see strong growth

COMPETITIVE LANDSCAPE

United Charm Co Ltd continues to lead sanitary protection in 2018
International brands account for the majority of sales in sanitary protection
Online marketing manifests its power in consolidating sales performance

CATEGORY DATA

Table 1 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 2 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 3 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 4 Retail Sales of Towels by Type of Use: % Value 2013-2018
Table 5 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 6 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 7 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 8 Forecast Retail Sales of Sanitary Protection 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 9 Birth Rates 2013-2018
Table 10 Infant Population 2013-2018
Table 11 Female Population by Age 2013-2018
Table 12 Total Population by Age 2013-2018
Table 13 Households 2013-2018
Table 14 Forecast Infant Population 2018-2023
Table 15 Forecast Female Population by Age 2018-2023
Table 16 Forecast Total Population by Age 2018-2023
Table 17 Forecast Households 2018-2023

MARKET DATA

Table 18 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 19 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 20 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 21 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 22 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 23 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 24 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 25 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 26 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources