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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Taiwan

Jun 2020

US$2,650

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Executive Summary

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COVID-19 impact on tissue and hygiene

Several tissue and hygiene categories are set to be slightly impacted by the emergence of COVID-19 in Taiwan in 2020, including nappies/diapers/pants and retail adult incontinence, as some local consumers showed initial signs of stockpiling, despite most retailers being fully operational and adequately stocked. However, these products are also purchased by society’s more vulnerable citizens, including parents of young children and older consumers, who may therefore want to limit contact with others outside of the home environment.

COVID-19 country impact

As of 13 May 2020, Taiwan had seen seven deaths due to COVID-19 and 440 cases. The government in Taiwan has not introduced any lockdowns to date.

Demographic changes and premiumisation notable trends in 2019

Demographic changes in Taiwan continued to influence the performances of several tissue and hygiene categories in 2019. An increasingly ageing society has had a positive impact on demand for both retail and away-from-home adult incontinence, with the number of elderly citizens wanting to be more independent and live full and active lives in their own homes driving demand for the former, supported by players’ marketing campaigns which help to raise awareness of these products and their benefits in terms or comfort and security, in addition to driving higher value sales.

Kimberly-Clark retains overall leadership in 2019, but domestic players offer strong competition due to affordable pricing

Kimberly-Clark Taiwan retained its leadership of overall tissue and hygiene in Taiwan in 2019 in value share terms, as the player offers a wide-ranging product portfolio spanning most categories, in addition to enjoying a long-established brand profile (including Kleenex, Kotex and Huggies) in Taiwan. Aggressive marketing campaigns maintain its top of mind reach amongst consumers.

Higher value growth due to ongoing premiumisation efforts by players to add value to mature areas of the market

Stronger value growth at constant 2019 prices is predicted for overall tissue and hygiene over the forecast period in line with players’ efforts at the end of the review period to add further value to the market in the form of premiumisation through innovation to counter more mature areas, although this trend will mainly be driven by retail categories. A return to normal purchasing behaviour from 2021 following COVID-19 is predicted for away-from-home tissue, which is set to return to positive growth as tourism, both international and domestic, is likely to return in the short term once arrivals are permitted entry to the country, supporting demand through horeca in particular.

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Tissue and Hygiene Sample Report Tissue and Hygiene Sample Data

Overview

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Overview

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

When you purchase this report, you also get the data and the content from these category reports in Taiwan for free:

The Tissue and Hygiene 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 Tissue and Hygiene in Taiwan?
What are the major brands in Taiwan?
What are the most dynamic tissue and hygiene categories?
What are the major markets for tissue products sales?
What are the major markets for hygiene products sales?

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.

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Tissue and Hygiene in Taiwan

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Demographic changes and premiumisation notable trends in 2019

Kimberly-Clark retains overall leadership in 2019, but domestic players offer strong competition due to affordable pricing

Higher value growth due to ongoing premiumisation efforts by players to add value to mature areas of the market

Chart 1 Tissue and Hygiene Value Sales Growth Scenarios: 2017-2024
Chart 2 Tissue and Hygiene Impact of Soft Drivers on Value Sales: 2016-2024

MARKET INDICATORS

Table 1 Birth Rates 2014-2019
Table 2 Infant Population 2014-2019
Table 3 Female Population by Age 2014-2019
Table 4 Total Population by Age 2014-2019
Table 5 Households 2014-2019
Table 6 Forecast Infant Population 2019-2024
Table 7 Forecast Female Population by Age 2019-2024
Table 8 Forecast Total Population by Age 2019-2024
Table 9 Forecast Households 2019-2024

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2014-2019
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2015-2019
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2016-2019
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2014-2019
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2014-2019
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2019
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in Taiwan

HEADLINES

PRE-COVID-19 PERFORMANCE

Mature category encourages players to innovate to add value due to declining demand

Slim/thin/ultra-thin towels remains most popular format, while niche of tampons continues to gain momentum

Multinationals benefit from strong consumer trust, led by Japanese brand Sofy

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2014-2019
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2014-2019
Table 21 Retail Sales of Tampons by Application Format: % Value 2014-2019
Table 22 Retail Sales of Towels by Type of Use: % Value 2014-2019
Table 23 NBO Company Shares of Retail Sanitary Protection: % Value 2015-2019
Table 24 LBN Brand Shares of Retail Sanitary Protection: % Value 2016-2019
Table 25 Forecast Retail Sales of Sanitary Protection by Category: Value 2019-2024
Table 26 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2019-2024

Nappies/Diapers/Pants in Taiwan

HEADLINES

PRE-COVID-19 PERFORMANCE

Players look to premiumisation to compensate for decreasing volumes linked to declining birth rate in Taiwan in 2019

Disposable pants continues to record dynamic performance in 2019 offering greater convenience to busy urban consumers

Multinational brands continue to dominate nappies/diapers/pants in 2019, led by Pampers

2020 AND BEYOND

COVID-19 impact

Affected products within nappies/diapers/pants

Recovery and opportunities

CATEGORY DATA

Table 27 Retail Sales of Nappies/Diapers/Pants by Category: Value 2014-2019
Table 28 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2014-2019
Table 29 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2015-2019
Table 30 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2016-2019
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 32 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024

Retail Adult Incontinence in Taiwan

HEADLINES

PRE-COVID-19 PERFORMANCE

Ageing population and strong marketing efforts continue to support demand for retail adult incontinence in 2019

Light adult incontinence continues to record strong performance, due to its discreet nature and the offer of greater flexibility to active consumers

Sancella Taiwan retains leadership in 2019 but gradually loses share in increasingly competitive landscape

2020 AND BEYOND

COVID-19 impact

Affected products within retail adult incontinence

Recovery and opportunities

CATEGORY DATA

Table 33 Sales of Retail Adult Incontinence by Category: Value 2014-2019
Table 34 Sales of Retail Adult Incontinence by Category: % Value Growth 2014-2019
Table 35 NBO Company Shares of Retail Adult Incontinence: % Value 2015-2019
Table 36 LBN Brand Shares of Retail Adult Incontinence: % Value 2016-2019
Table 37 Forecast Sales of Retail Adult Incontinence by Category: Value 2019-2024
Table 38 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024

Wipes in Taiwan

HEADLINES

PRE-COVID-19 PERFORMANCE

Waning demand for baby wipes in 2019, while general purpose wipes supported by increasing awareness of personal hygiene

Wet wipes well suited to country’s climate and offer convenient cleaning solutions

Competitive landscape of wipes offers wide range of both domestic and multinational brands in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within wipes

Recovery and opportunities

CATEGORY DATA

Table 39 Retail Sales of Wipes by Category: Value 2014-2019
Table 40 Retail Sales of Wipes by Category: % Value Growth 2014-2019
Table 41 NBO Company Shares of Retail Wipes: % Value 2015-2019
Table 42 LBN Brand Shares of Retail Wipes: % Value 2016-2019
Table 43 Forecast Retail Sales of Wipes by Category: Value 2019-2024
Table 44 Forecast Retail Sales of Wipes by Category: % Value Growth 2019-2024

Retail Tissue in Taiwan

HEADLINES

PRE-COVID-19 PERFORMANCE

Multi-purpose nature of toilet paper in Taiwan limits demand for facial tissues

Further innovation in terms of absorbency adds value to retail tissue

Domestic players effectively compete with multinationals due to affordable options

2020 AND BEYOND

COVID-19 impact

Affected products within retail tissue

Recovery and opportunities

CATEGORY DATA

Table 45 Retail Sales of Tissue by Category: Value 2014-2019
Table 46 Retail Sales of Tissue by Category: % Value Growth 2014-2019
Table 47 NBO Company Shares of Retail Tissue: % Value 2015-2019
Table 48 LBN Brand Shares of Retail Tissue: % Value 2016-2019
Table 49 Forecast Retail Sales of Tissue by Category: Value 2019-2024
Table 50 Forecast Retail Sales of Tissue by Category: % Value Growth 2019-2024

Away-From-Home Tissue and Hygiene in Taiwan

HEADLINES

PRE-COVID-19 PERFORMANCE

Low stable growth for away-from-home tissue in 2019 due to versatility of AFH toilet paper

AFH adult incontinence continues to outperform tissue in 2019 due to ageing population and demand from medical institutions

Kimberly-Clark remains leading overall AFH player, while Sancella benefits from overall strong reputation in adult incontinence

2020 AND BEYOND

COVID-19 impact

Affected products within away-from-home tissue and hygiene

Recovery and opportunities

CATEGORY DATA

Table 51 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2014-2019
Table 52 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 53 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2019
Table 54 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2014-2019
Table 55 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2014-2019
Table 56 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2014-2019
Table 57 Sales of Away-From-Home Wipers by Format through Public: % Value 2014-2019
Table 58 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2014-2019
Table 59 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 60 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 61 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024

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Megatrends

Country Report

Tissue and Hygiene in Taiwan

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Demographic changes and premiumisation notable trends in 2019

Kimberly-Clark retains overall leadership in 2019, but domestic players offer strong competition due to affordable pricing

Higher value growth due to ongoing premiumisation efforts by players to add value to mature areas of the market

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Tissue and Hygiene in Taiwan

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Demographic changes and premiumisation notable trends in 2019

Kimberly-Clark retains overall leadership in 2019, but domestic players offer strong competition due to affordable pricing

Higher value growth due to ongoing premiumisation efforts by players to add value to mature areas of the market

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Sanitary Protection in Taiwan

HEADLINES

PRE-COVID-19 PERFORMANCE

Mature category encourages players to innovate to add value due to declining demand

Slim/thin/ultra-thin towels remains most popular format, while niche of tampons continues to gain momentum

Multinationals benefit from strong consumer trust, led by Japanese brand Sofy

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Nappies/Diapers/Pants in Taiwan

HEADLINES

PRE-COVID-19 PERFORMANCE

Players look to premiumisation to compensate for decreasing volumes linked to declining birth rate in Taiwan in 2019

Disposable pants continues to record dynamic performance in 2019 offering greater convenience to busy urban consumers

Multinational brands continue to dominate nappies/diapers/pants in 2019, led by Pampers

2020 AND BEYOND

COVID-19 impact

Affected products within nappies/diapers/pants

Recovery and opportunities

CATEGORY DATA

Retail Adult Incontinence in Taiwan

HEADLINES

PRE-COVID-19 PERFORMANCE

Ageing population and strong marketing efforts continue to support demand for retail adult incontinence in 2019

Light adult incontinence continues to record strong performance, due to its discreet nature and the offer of greater flexibility to active consumers

Sancella Taiwan retains leadership in 2019 but gradually loses share in increasingly competitive landscape

2020 AND BEYOND

COVID-19 impact

Affected products within retail adult incontinence

Recovery and opportunities

CATEGORY DATA

Wipes in Taiwan

HEADLINES

PRE-COVID-19 PERFORMANCE

Waning demand for baby wipes in 2019, while general purpose wipes supported by increasing awareness of personal hygiene

Wet wipes well suited to country’s climate and offer convenient cleaning solutions

Competitive landscape of wipes offers wide range of both domestic and multinational brands in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within wipes

Recovery and opportunities

CATEGORY DATA

Retail Tissue in Taiwan

HEADLINES

PRE-COVID-19 PERFORMANCE

Multi-purpose nature of toilet paper in Taiwan limits demand for facial tissues

Further innovation in terms of absorbency adds value to retail tissue

Domestic players effectively compete with multinationals due to affordable options