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Learn moreJun 2020
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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.
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 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 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.
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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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:
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This industry report originates from Passport, our Tissue and Hygiene market research database.
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.