Executive Summary

Feb 2019
PROSPECTS
Almost all surface care subcategories post postive growth

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.

Home care wipes registers faster growth than surface care excluding wipes

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.

Consumers have become more environmentally aware when choosing surface care products

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.

COMPETITIVE LANDSCAPE
SC Johnson & Son Taiwan Ltd maintains lead in surface care

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.

Domestic brands catching up with differentiated product focus

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.

More natural direction in surface care might bring more new players to compete

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.

Want to find out more about this report?
Request more information
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.

Your Recently Viewed Reports

Surface Care in Taiwan

Samples (FAQs about samples):

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

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:

  • 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 Surface Care in Taiwan?
  • What are the major brands in Taiwan?
  • What are the fastest growth categories within surface care?
  • What are the key new product launches in the polishes 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 Home Care market research database.

Surface Care in Taiwan - Category analysis

HEADLINES

PROSPECTS

Almost all surface care subcategories post postive growth
Home care wipes registers faster growth than surface care excluding wipes
Consumers have become more environmentally aware when choosing surface care products

COMPETITIVE LANDSCAPE

SC Johnson & Son Taiwan Ltd maintains lead in surface care
Domestic brands catching up with differentiated product focus
More natural direction in surface care might bring more new players to compete

CATEGORY DATA

Table 1 Sales of Surface Care by Category: Value 2013-2018
Table 2 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 3 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018
Table 4 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Surface Care: % Value 2014-2018
Table 6 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 7 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018
Table 8 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018
Table 9 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 10 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Home Care in Taiwan - Industry Overview

EXECUTIVE SUMMARY

Faster retail value growth in home care in 2018
More focus on eco-friendly products
Unilever leads home care for another year
Manufacturers are trying to spur higher growth through innovation
Slightly faster growth expected over forecast period

MARKET INDICATORS

Table 11 Households 2013-2018

MARKET DATA

Table 12 Sales of Home Care by Category: Value 2013-2018
Table 13 Sales of Home Care by Category: % Value Growth 2013-2018
Table 14 NBO Company Shares of Home Care: % Value 2014-2018
Table 15 LBN Brand Shares of Home Care: % Value 2015-2018
Table 16 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 17 Distribution of Home Care by Format: % Value 2013-2018
Table 18 Distribution of Home Care by Format and Category: % Value 2018
Table 19 Forecast Sales of Home Care by Category: Value 2018-2023
Table 20 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources