Surface care is expected to continue its positive growth trend in both volume and current value terms over the forecast period, as Taiwanese consumers maintain more stringent hygiene habits, as they clearly understand that more thorough hygiene successfully kept COVID-19 well-controlled since 2020, even during throughout the two major outbreaks in May 2021 and May 2022. Growth is not expected to be as high as during the pandemic, mainly due to the mindset of co-existing with the virus, but is set to maintain the gains seen during this period, and even continue to expand.
Although international players are expected to continue to hold more share than local players in surface care in the forecast period, domestic brands will keep fighting to capture more share. Farcent specialises in home care wipes, and is the leader in this category.
The pandemic pushed Taiwanese consumers to prioritise antibacterial features in home care products, and this is likely to continue in the forecast period. Considering this, manufacturers and retailers are expected to concentrate more on products that emphasise antibacterial functionality, or products offered at more affordable prices, due to higher usage frequency.
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Understand the latest market trends and future growth opportunities for the Surface Care industry in Taiwan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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Surface Care
This is the aggregation of multi-purpose, bathroom, oven , kitchen, window/glass, and floor cleaners, descalers, drain openers, scouring agents, household antiseptics and wipes.
See All of Our DefinitionsThis report originates from Passport, our Surface Care research and analysis database.
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