Executive Summary

Mar 2019
Faster retail value growth in tissue and hygiene in 2018

Tissue and hygiene in Taiwan posted faster value growth in 2018 than in 2017. Growth is expected to remain positive, although most categories are seeing a degree of saturation.

Enhanced focuses on both premium and economy products

Given the near-saturated market in Taiwan, manufacturers and distributors have endeavoured to launch more innovative products to drive value growth, rather than volume growth. These efforts have included price segmentation to attract consumers with greater purchasing power, such as introducing premium made-in-Japan nappies/diapers/pants, launching towels integrating organic cotton in various formats, developing new formats and usages in wipes, along with emphasising stronger absorbency and eye-catching packaging designs in retail tissue.

Kimberly-Clark Taiwan continues to lead tissue and hygiene

Kimberly-Clark Taiwan retained its clear leading position in sales of tissue and hygiene in Taiwan in 2018, thanks to its wide-ranging product portfolio spanning almost all categories, its long-established brand profile among Taiwanese consumers, and its aggressive marketing campaigns across all channels. Second-placed United Charm Co appeals to consumers who are loyal to Japanese brands, and has benefited from its consistent investment in adult incontinence, sanitary protection and nappies/diapers/pants, in particular.

Hypermarkets and supermarkets remain key distribution channels

Hypermarkets and supermarkets led distribution of tissue and hygiene in 2018. Taiwanese consumers still prefer these two channels for purchasing daily necessities, owing to their one-stop shopping convenience.

Slowdown in value growth expected over the forecast period

Tissue and hygiene in Taiwan is projected to witness slower value growth over 2018-2013, largely owing to increasing market maturity. A key factor driving growth will continue to be constant new product launches.

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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.

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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.

Tissue and Hygiene in Taiwan

EXECUTIVE SUMMARY

Faster retail value growth in tissue and hygiene in 2018
Enhanced focuses on both premium and economy products
Kimberly-Clark Taiwan continues to lead tissue and hygiene
Hypermarkets and supermarkets remain key distribution channels
Slowdown in value growth expected over the forecast period

MARKET INDICATORS

Table 1 Birth Rates 2013-2018
Table 2 Infant Population 2013-2018
Table 3 Female Population by Age 2013-2018
Table 4 Total Population by Age 2013-2018
Table 5 Households 2013-2018
Table 6 Forecast Infant Population 2018-2023
Table 7 Forecast Female Population by Age 2018-2023
Table 8 Forecast Total Population by Age 2018-2023
Table 9 Forecast Households 2018-2023

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in Taiwan

HEADLINES

PROSPECTS

Away-from-home tissue and hygiene continues recording faster growth than retail
AFH retail tissue records the highest value share in overall market in 2018
AFH adult incontinence posts the fastest growth in 2018

COMPETITIVE LANDSCAPE

Kimberly-Clark Taiwan continues leading AFH tissue and hygiene in Taiwan
International brands dominate overall AFH tissue and hygiene
Local governments provide steady demand for AFH tissue and hygiene

CATEGORY DATA

Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2013-2018
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 21 Sales of Away-From-Home Paper Towels by Type: % Value 2014-2018
Table 22 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2013-2018
Table 23 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2013-2018
Table 24 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2013-2018
Table 25 Sales of Away-From-Home Wipers by Format through Public: % Value 2013-2018
Table 26 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2013-2018
Table 27 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 28 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 29 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023

Nappies/Diapers/Pants in Taiwan

HEADLINES

PROSPECTS

Premiumisation drives value growth in nappies/diapers/pants
Disposable pants sees the highest value and volume growth in 2018
Pricing strategies aim to respond to a lower birth rate

COMPETITIVE LANDSCAPE

Procter & Gamble Taiwan Ltd continues to lead nappies/diapers/pants
International players continue to dominate nappies/diapers/pants
Diversified marketing campaigns prove effective in penetrating the market

CATEGORY DATA

Table 30 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 31 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 32 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 33 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 34 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 35 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Retail Adult Incontinence in Taiwan

HEADLINES

PROSPECTS

Retail adult incontinence see strong growth
Light adult incontinence registers faster growth than moderate/heavy products
Pants continue to grow in recognition, while tape products are still the mainstream

COMPETITIVE LANDSCAPE

Sancella Taiwan Enterprises Co continues to lead retail adult incontinence
International brands dominate
Online channel increases with the aggressive promotion of e-commerce websites

CATEGORY DATA

Table 36 Sales of Retail Adult Incontinence by Category: Value 2013-2018
Table 37 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 38 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 39 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 40 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 41 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023

Retail Tissue in Taiwan

HEADLINES

PROSPECTS

Price sensitivity and new product development contribute to higher value growth
Diversification in toilet paper hampers growth in napkins and facial tissue
Paper towels continues to be the most dynamic category

COMPETITIVE LANDSCAPE

Kimberly-Clark Taiwan leads retail tissue, backed by marketing campaigns
Retail tissue is evenly split between international and domestic players
Internet retailing growing rapidly, owing to its convenience

CATEGORY DATA

Table 42 Retail Sales of Tissue by Category: Value 2013-2018
Table 43 Retail Sales of Tissue by Category: % Value Growth 2013-2018
Table 44 NBO Company Shares of Retail Tissue: % Value 2014-2018
Table 45 LBN Brand Shares of Retail Tissue: % Value 2015-2018
Table 46 Forecast Retail Sales of Tissue by Category: Value 2018-2023
Table 47 Forecast Retail Sales of Tissue by Category: % Value Growth 2018-2023

Sanitary Protection in Taiwan

HEADLINES

PROSPECTS

Major players launch new products to gain traction in 2018
Slim/thin/ultra-slim towels with wings is the major battlefield in sanitary protection
Tampons see strong growth

COMPETITIVE LANDSCAPE

United Charm Co Ltd continues to lead sanitary protection in 2018
International brands account for the majority of sales in sanitary protection
Online marketing manifests its power in consolidating sales performance

CATEGORY DATA

Table 48 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 49 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 50 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 51 Retail Sales of Towels by Type of Use: % Value 2013-2018
Table 52 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 53 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 54 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 55 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Wipes in Taiwan

HEADLINES

PROSPECTS

Stricter regulations on baby wipes hamper growth
Moist toilet wipes post the fastest growth in wipes
Home care wipes registers a little faster value growth than personal wipes

COMPETITIVE LANDSCAPE

Farcent Enterprises Co Ltd leads wipes with the advantages in home care wipes
International brands are more focused on premium products
Internet retailing demonstrates its strength via group purchasing

CATEGORY DATA

Table 56 Retail Sales of Wipes by Category: Value 2013-2018
Table 57 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 58 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 59 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 60 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 61 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-2023