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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Taiwan

Mar 2021

US$2,650

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Executive Summary

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COVID-19 impact on tissue and hygiene

Tissue and hygiene performed slightly weaker in 2020 compared with 2019, which can be attributed to the regression in AFH channels caused by the closing of country borders and concerns regarding personal hygiene and safety in public establishments. COVID-19 has not impacted Taiwan as severely as other countries, and the country has never been under lockdown since the global outbreak.

COVID-19 country impact

The government in Taiwan has not introduced any lockdowns to date. From 28 January 2020, it started quarantining people with travel histories that might have exposed them to COVID-19.

Company response

Although COVID-19 has not impacted Taiwan as greatly as other countries, consumers are being much more proactive in regard to their personal hygiene and safety for the purpose of preventive health. Wipes is the only category presenting new products adapted to address the viral threat, because a lot more players have launched general purpose wipes with alcohol as an active ingredient instead of wipes with the non-alcohol formula used previously.

Retailing shift

There was no mandate for stores to close or for trading operations to be restricted in 2020 in Taiwan, with authorities only suggesting or demanding people wear masks in certain situations while out and about. Health and beauty specialist retailers, hypermarkets and supermarkets have maintained their status as the major retailing channels across tissue and hygiene, yet e-commerce increased much faster in 2020 than it had earlier in the review period.

What next for tissue and hygiene?

Negative impacts from the health crisis on the industry are expected to be limited in Taiwan, on the basis that current protective procedures prevail in the country in regard to keeping COVID-19 under control. The overall tissue and hygiene market is thus likely to return to pre-COVID levels in 2021-2022.

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Tissue and Hygiene Sample Report Tissue and Hygiene Sample Data

Overview

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.

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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

Company response

Retailing shift

What next for tissue and hygiene?

Chart 1 Tissue and Hygiene Value Sales Growth Scenarios: 2018-2025
Chart 2 Tissue and Hygiene Impact of Drivers on Value Sales: 2018-2025

MARKET INDICATORS

Table 1 Birth Rates 2015-2020
Table 2 Infant Population 2015-2020
Table 3 Female Population by Age 2015-2020
Table 4 Total Population by Age 2015-2020
Table 5 Households 2015-2020
Table 6 Forecast Infant Population 2020-2025
Table 7 Forecast Female Population by Age 2020-2025
Table 8 Forecast Total Population by Age 2020-2025
Table 9 Forecast Households 2020-2025

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2015-2020
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2016-2020
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2017-2020
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2015-2020
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2015-2020
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2020
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2020-2025
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in Taiwan

KEY DATA FINDINGS

2020 IMPACT

Little change in volume sales performance

Slimmer and pant-shaped varieties are increasingly popular, while tampon makes further gains

Sofy strengthens United Charm’s position further in 2020

RECOVERY AND OPPORTUNITIES

Innovation key to unlocking sales growth in Taiwan

Social media a key area for brands, while e-commerce will strengthen further

Tampons and slim/thin/ultra-thin towels poised for further gains despite overall demand for sanitary protection falling

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2015-2020
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2015-2020
Table 21 Retail Sales of Tampons by Application Format: % Value 2015-2020
Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2016-2020
Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2017-2020
Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2020-2025
Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2020-2025

Nappies/Diapers/Pants in Taiwan

KEY DATA FINDINGS

2020 IMPACT

Demand levels largely unaffected by health crisis

Competition at the top becomes tighter

Companies work harder to ensure all consumer groups are catered for

RECOVERY AND OPPORTUNITIES

More innovative offerings the way forward as demand dwindles

Tailored offline marketing a must for effective consumer engagement

Disposable pants to keep leading sales growth

CATEGORY DATA

Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2015-2020
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2015-2020
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2016-2020
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2017-2020
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2020-2025
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2020-2025

Retail Adult Incontinence in Taiwan

KEY DATA FINDINGS

2020 IMPACT

Sales performance evens out after stockpiling ripple

Vinda leads sales but is under pressure from United Charm

Light adult incontinence is the more dynamic area

RECOVERY AND OPPORTUNITIES

Increase in elderly population and lack of reimbursement option to keep sales dynamic

Competition set to heat up within the category

Attraction of e-commerce now enhanced

CATEGORY DATA

Table 32 Sales of Retail Adult Incontinence by Category: Value 2015-2020
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2015-2020
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2016-2020
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2017-2020
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2020-2025
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2020-2025

Wipes in Taiwan

KEY DATA FINDINGS

2020 IMPACT

Sales growth accelerates rapidly in 2020 as sanitation becomes no.1 priority

Farcent at forefront of surge in demand for home care wipes

Increasing dynamism seen in moist toilet wipes

RECOVERY AND OPPORTUNITIES

Sales expected to normalise from 2022

Premium and sustainable trends to be driven by cosmopolitan landscape

Group purchasing offers USP for e-commerce channel

CATEGORY DATA

Table 38 Retail Sales of Wipes by Category: Value 2015-2020
Table 39 Retail Sales of Wipes by Category: % Value Growth 2015-2020
Table 40 NBO Company Shares of Retail Wipes: % Value 2016-2020
Table 41 LBN Brand Shares of Retail Wipes: % Value 2017-2020
Table 42 Forecast Retail Sales of Wipes by Category: Value 2020-2025
Table 43 Forecast Retail Sales of Wipes by Category: % Value Growth 2020-2025

Retail Tissue in Taiwan

KEY DATA FINDINGS

2020 IMPACT

First two quarters see consumers stock up just in case

Yuen Foong strengthens and now leads value sales

Kitchen towels makes the greatest gains

RECOVERY AND OPPORTUNITIES

Premiumisation set to increase in toilet paper

Added-value features increasingly relevant but price will remain crucial

E-commerce likely to keep up its momentum for retail tissue

CATEGORY DATA

Table 44 Retail Sales of Tissue by Category: Value 2015-2020
Table 45 Retail Sales of Tissue by Category: % Value Growth 2015-2020
Table 46 NBO Company Shares of Retail Tissue: % Value 2016-2020
Table 47 LBN Brand Shares of Retail Tissue: % Value 2017-2020
Table 48 Forecast Retail Sales of Tissue by Category: Value 2020-2025
Table 49 Forecast Retail Sales of Tissue by Category: % Value Growth 2020-2025

Away-From-Home Tissue and Hygiene in Taiwan

KEY DATA FINDINGS

2020 IMPACT

Strong fall in AFH tissue as COVID-19 threat keeps customers away

Multiple uses for AFH toilet paper

Multinationals lead competitive landscape

RECOVERY AND OPPORTUNITIES

Sales to show stabilisation in 2021

International players to remain in the driving seat

Opportunities for smaller formats and recycled toilet paper

CATEGORY DATA

Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2015-2020
Table 51 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 52 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2020
Table 53 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2015-2020
Table 54 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2015-2020
Table 55 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2015-2020
Table 56 Sales of Away-From-Home Wipers by Format through Public: % Value 2015-2020
Table 57 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2015-2020
Table 58 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2019
Table 59 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2020-2025
Table 60 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2020-2025

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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

Company response

Retailing shift

What next for tissue and hygiene?

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

Company response

Retailing shift

What next for tissue and hygiene?

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Sanitary Protection in Taiwan

KEY DATA FINDINGS

2020 IMPACT

Little change in volume sales performance

Slimmer and pant-shaped varieties are increasingly popular, while tampon makes further gains

Sofy strengthens United Charm’s position further in 2020

RECOVERY AND OPPORTUNITIES

Innovation key to unlocking sales growth in Taiwan

Social media a key area for brands, while e-commerce will strengthen further

Tampons and slim/thin/ultra-thin towels poised for further gains despite overall demand for sanitary protection falling

CATEGORY DATA

Nappies/Diapers/Pants in Taiwan

KEY DATA FINDINGS

2020 IMPACT

Demand levels largely unaffected by health crisis

Competition at the top becomes tighter

Companies work harder to ensure all consumer groups are catered for

RECOVERY AND OPPORTUNITIES

More innovative offerings the way forward as demand dwindles

Tailored offline marketing a must for effective consumer engagement

Disposable pants to keep leading sales growth

CATEGORY DATA

Retail Adult Incontinence in Taiwan

KEY DATA FINDINGS

2020 IMPACT

Sales performance evens out after stockpiling ripple

Vinda leads sales but is under pressure from United Charm

Light adult incontinence is the more dynamic area

RECOVERY AND OPPORTUNITIES

Increase in elderly population and lack of reimbursement option to keep sales dynamic

Competition set to heat up within the category

Attraction of e-commerce now enhanced

CATEGORY DATA

Wipes in Taiwan

KEY DATA FINDINGS

2020 IMPACT

Sales growth accelerates rapidly in 2020 as sanitation becomes no.1 priority

Farcent at forefront of surge in demand for home care wipes

Increasing dynamism seen in moist toilet wipes

RECOVERY AND OPPORTUNITIES

Sales expected to normalise from 2022

Premium and sustainable trends to be driven by cosmopolitan landscape

Group purchasing offers USP for e-commerce channel

CATEGORY DATA

Retail Tissue in Taiwan

KEY DATA FINDINGS

2020 IMPACT

First two quarters see consumers stock up just in case

Yuen Foong strengthens and now leads value sales

Kitchen towels makes the greatest gains