Thanks to the country’s subtropical weather, consumers pay more attention to maintaining hygiene in the home, leading to almost all surface care subcategories registering positive volume and value growth in 2018. Bathroom cleaners, kitchen cleaners, floor cleaners and drain openers are four key focuses for many surface care brands, resulting in top players successively launching diversified formats to appeal to consumers with various demands.
Within home care wipes, dry electro-static wipes, refill wipes/pads and impregnated wet wipes all posted similar positive growth in 2018 compared to 2017. Many Taiwanese consumers are occupied with their work, leading to limited time allocated for household cleaning chores; this explains why home care wipes that are disposable are preferred among consumers.
Over the review period, Taiwanese consumers have become more prudent when choosing surface care products, and more people are deliberately avoiding products that they perceive as toxic or contain too many chemical ingredients. With the rise of environmental consciousness, some consumers with better purchasing power only purchase natural or organic products.
SC Johnson & Son Taiwan Ltd leads surface care with its brand Mr Muscle, which has a solid reputation in multiple surface care subcategories excluding wipes. Compared to other players, the company also proactively invests in ad campaigns on TV, at outlets or via online retailers, which has supported Mr Muscle in retaining its position as the leading surface care brand in Taiwan.
Although international players hold more value share than domestic ones, the latter continue to strive hard to capture share over the historic period. Farcent specialises in home care wipes, and its lead in this category was consolidated due to more new products launched by itself and fewer players present.
Thanks to rising awareness of the need for environmental protection, more consumers have gradually switched from standard and economy brands to premium brands positioned as less harmful and emphasising their green, organic and natural credentials, and this results in the continuous increase in retail value growth in surface care. Some consumers are trying to use lower volumes of standard and economy surface care brands, while others are turning to natural materials such as baking soda at cheaper cost or imported black soap at premium prices to replace previous commercial surface care products.
You have no recently viewed reports.
Why not browse through our Featured or Trending Reports to see what we have to offer?
Discover the latest market trends and uncover sources of future market growth for the Surface Care 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 Surface Care industry in Taiwan, our research will save you time and money while empowering you to make informed, profitable decisions.
The Surface Care in Taiwan market research report includes:
Our market research reports answer questions such as:
Why buy this report?
This industry report originates from Passport, our Home Care market research database.