Surface care registered a very strong sales performance in Taiwan during 2020 as widespread fear of contagion at the peak of the COVID-19 pandemic motivated many consumers to spend more on products that they perceived could reduce their risk of exposure to the COVID-19 virus. The far greater focus on household hygiene despite the overall relatively limited impact of the COVID-19 pandemic in Taiwan resulted in consumers purchasing high volumes of bathroom cleaners, kitchen cleaners, floor cleaners and drain openers and these products thus became key focus areas for most of the leading surface care brands during the year.
Home care wipes posted the highest volume and value growth across Taiwan’s home care industry during 2020 and this can be attributed mainly to the very strong increase seen in consumer interest in disposable hygiene products at the peak of the COVID-19 pandemic. Indeed, home care wipes representing the ideal option for people who sought to reduce the risk of microbial infection in their homes as these products can be simply disposed of after use, rather than needing to be handled after use.
The merely moderate impact of the COVID-19 pandemic on Taiwanese society during 2020 meant that there was no interruption seen to the development of the preference for ecologically sound surface care products among the country’s population. This can be seen as the extension of the strong trend towards eco-friendly home care products that was evident throughout the review period.
2021 is expected to see surface care register negative sales growth, although this should be seen entirely as a counterbalancing of the very positive performance registered in the category due to the COVID-19 pandemic during 2020. From 2022 onwards, moderate positive sales growth is expected, in line with what was seen in the category during the review period.
While international players are expected to remain dominant in surface care during the forecast period as they take advantage of their much stronger resources, domestic brands are expected to continue in their endeavours to capture higher value shares. Home care wipes specialist Farcent for instance is expected to remain the leading name in home care wipes as the category becomes more consolidated due to its consistent launch of new products and the limited competition that it faces.
Over the course of the review period, rising environment consciousness among the Taiwanese population ensured that huge numbers of consumers switched from standard and economy brands to premium brands that are positioned as being less harmful to the environment. Some of the most important ecological positioning platforms in the category involve highlighting the natural credentials of formulas and inputs and this is expected to become a more entrenched trend during the forecast period.
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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.
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This report originates from Passport, our Surface Care research and analysis database.
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