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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Taiwan

45 pages, Apr 2018

US$2,650

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Tissue and hygiene posts slower value growth in 2017

Tissue and hygiene posted slower value growth in 2017 compared to 2016. Growth is likely to remain positive, although most categories are considered largely saturated.

New product launches and segmentation boost demand for premium products

Considering the near-saturated market and depressed economy in Taiwan, manufacturers were forced to develop more innovative product models to drive actual value growth rather than volume growth. Introducing premium nappies/diapers/pants from Japan to improve user experience, launching towels with added essential oil and liquid towels, developing new models and usage in wipes, alongside emphasising softer, stronger or more absorbent features in retail tissue, all demonstrated manufacturers’ persistent endeavours in product segmentation to secure consumers with stronger purchasing power.

Multinational players maintain dominance, but local players hold some advantages

Kimberly-Clark Taiwan retained its leading position in sales of tissue and hygiene in Taiwan in 2017 due to its wide product portfolio across most categories, stronger brand presence in retailers throughout the country and more aggressive marketing campaigns through all channels especially compared to the review period. Japanese company United Charm Co appeals to consumers with local long-term trust in Japanese brands and its consistent investment in adult incontinence in particular.

Hypermarkets and supermarkets remain key distribution channels

Hypermarkets and supermarkets continued to be the leading distribution channels for tissue and hygiene in 2017. Taiwanese consumers still prefer these two channels for buying daily essentials.

Slowdown in overall value growth is expected for tissue and hygiene

Tissue and hygiene is projected to continue its tendency for slower value growth over the forecast period, and the major factors might be a slight improvement in the overall economy, a growing potential consumer base in an ageing population and strong performances in retail adult incontinence and AFH adult incontinence. To compete in this highly competitive market, manufacturers have to adopt creative marketing strategies and innovative products to appeal to potential consumers, which might be helpful in boosting further consumption and stimulating prospective new product development.

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Tissue and Hygiene Sample Report Tissue and Hygiene Sample Data

Overview

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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

Tissue and hygiene posts slower value growth in 2017

New product launches and segmentation boost demand for premium products

Multinational players maintain dominance, but local players hold some advantages

Hypermarkets and supermarkets remain key distribution channels

Slowdown in overall value growth is expected for tissue and hygiene

MARKET INDICATORS

Table 1 Birth Rates 2012-2017
Table 2 Infant Population 2012-2017
Table 3 Female Population by Age 2012-2017
Table 4 Total Population by Age 2012-2017
Table 5 Households 2012-2017
Table 6 Forecast Infant Population 2017-2022
Table 7 Forecast Female Population by Age 2017-2022
Table 8 Forecast Total Population by Age 2017-2022
Table 9 Forecast Households 2017-2022

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2012-2017
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2012-2017
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2013-2017
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2014-2017
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2012-2017
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2012-2017
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2017
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2017-2022
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in Taiwan

HEADLINES

PROSPECTS

Away-from-home tissue and hygiene continues growing faster than retail in 2017

AFH toilet paper records the highest sales share overall

AFH adult incontinence maintains the fastest growth

COMPETITIVE LANDSCAPE

Kimberly-Clark Taiwan continues to lead in AFH tissue and hygiene in Taiwan

International players dominate overall AFH tissue and hygiene in 2017

Local governments register steady demand for AFH tissue and hygiene products

CATEGORY DATA

Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2012-2017
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2012-2017
Table 21 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2017
Table 22 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2016-2017
Table 23 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2016-2017
Table 24 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2016-2017
Table 25 Sales of Away-From-Home Wipers by Format through Public: % Value 2016-2017
Table 26 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2012-2017
Table 27 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2017
Table 28 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2017-2022
Table 29 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2017-2022

Nappies/Diapers/Pants in Taiwan

HEADLINES

PROSPECTS

Premiumisation is expected to drive value growth in nappies/diapers/pants

Disposable pants records the fastest value and volume growth

Pricing strategies could help combat lower birth rates

COMPETITIVE LANDSCAPE

Procter & Gamble Taiwan Ltd continues to lead nappies/diapers/pants

International players remain leaders in nappies/diapers/pants

Multiple marketing campaigns prove efficient in penetrating local marketplace

CATEGORY DATA

Table 30 Retail Sales of Nappies/Diapers/Pants by Category: Value 2012-2017
Table 31 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2012-2017
Table 32 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2013-2017
Table 33 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2014-2017
Table 34 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2017-2022
Table 35 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2017-2022

Retail Adult Incontinence in Taiwan

HEADLINES

PROSPECTS

Retail adult incontinence maintains the fastest growth in tissue and hygiene

Light adult incontinence still sees faster growth than moderate/heavy

Recognition of pants format grows slowly, while tape products are still mainstream

COMPETITIVE LANDSCAPE

Sancella Taiwan Enterprises Co continues to lead retail adult incontinence

International players dominate due to higher tech entry barriers

Physical channels account for the majority of overall retail volume

CATEGORY DATA

Table 36 Sales of Retail Adult Incontinence by Category: Value 2012-2017
Table 37 Sales of Retail Adult Incontinence by Category: % Value Growth 2012-2017
Table 38 NBO Company Shares of Retail Adult Incontinence: % Value 2013-2017
Table 39 LBN Brand Shares of Retail Adult Incontinence: % Value 2014-2017
Table 40 Forecast Sales of Retail Adult Incontinence by Category: Value 2017-2022
Table 41 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2017-2022

Retail Tissue in Taiwan

HEADLINES

PROSPECTS

Slower population growth and weak economy lead to steady value growth

Paper towels remains the most dynamic category within retail tissue

Toilet paper greatly inhibits growth of napkins and boxed facial tissues

COMPETITIVE LANDSCAPE

Kimberly-Clark leads with intense marketing campaigns across all retail channels

Retail tissue is dominated by two domestic and two international players

Warehouse clubs continues to follow a strong trajectory

CATEGORY DATA

Table 42 Retail Sales of Tissue by Category: Value 2012-2017
Table 43 Retail Sales of Tissue by Category: % Value Growth 2012-2017
Table 44 NBO Company Shares of Retail Tissue: % Value 2013-2017
Table 45 LBN Brand Shares of Retail Tissue: % Value 2014-2017
Table 46 Forecast Retail Sales of Tissue by Category: Value 2017-2022
Table 47 Forecast Retail Sales of Tissue by Category: % Value Growth 2017-2022

Sanitary Protection in Taiwan

HEADLINES

PROSPECTS

Approach varies according to player size and popularity

Slim/thin/ultra-thin towels with wings is the major battlefield in sanitary protection

Tampons records strong growth, partly due to its limited sales size

COMPETITIVE LANDSCAPE

United Charm Co Ltd continues to lead sanitary protection in 2017

International brands are most popular

Internet retailing and online marketing consolidate sales for big and small players

CATEGORY DATA

Table 48 Retail Sales of Sanitary Protection by Category: Value 2012-2017
Table 49 Retail Sales of Sanitary Protection by Category: % Value Growth 2012-2017
Table 50 Retail Sales of Tampons by Application Format: % Value 2012-2017
Table 51 Retail Sales of Sanitary Towels by Type of Use: % Value 2012-2017
Table 52 NBO Company Shares of Retail Sanitary Protection: % Value 2013-2017
Table 53 LBN Brand Shares of Retail Sanitary Protection: % Value 2014-2017
Table 54 Forecast Retail Sales of Sanitary Protection by Category: Value 2017-2022
Table 55 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2017-2022

Wipes in Taiwan

HEADLINES

PROSPECTS

Segmentation and consumer education boost wipes

General purpose wipes posts the fastest growth among personal wipes

Home care wipes grows marginally faster than personal wipes

COMPETITIVE LANDSCAPE

Farcent Enterprise Co Ltd maintains lead in wipes

Wipes is divided between international and domestic players

Online and physical channels demonstrate respective attractions

CATEGORY DATA

Table 56 Retail Sales of Wipes by Category: Value 2012-2017
Table 57 Retail Sales of Wipes by Category: % Value Growth 2012-2017
Table 58 NBO Company Shares of Retail Wipes: % Value 2013-2017
Table 59 LBN Brand Shares of Retail Wipes: % Value 2014-2017
Table 60 Forecast Retail Sales of Wipes by Category: Value 2017-2022
Table 61 Forecast Retail Sales of Wipes by Category: % Value Growth 2017-2022

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Megatrends

Country Report

Tissue and Hygiene in Taiwan

New Report Guarantee

Executive Summary

New Report Guarantee

Tissue and hygiene posts slower value growth in 2017

New product launches and segmentation boost demand for premium products

Multinational players maintain dominance, but local players hold some advantages

Hypermarkets and supermarkets remain key distribution channels

Slowdown in overall value growth is expected 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

Tissue and hygiene posts slower value growth in 2017

New product launches and segmentation boost demand for premium products

Multinational players maintain dominance, but local players hold some advantages

Hypermarkets and supermarkets remain key distribution channels

Slowdown in overall value growth is expected for tissue and hygiene

MARKET INDICATORS

MARKET DATA

SOURCES

Away-From-Home Tissue and Hygiene in Taiwan

HEADLINES

PROSPECTS

Away-from-home tissue and hygiene continues growing faster than retail in 2017

AFH toilet paper records the highest sales share overall

AFH adult incontinence maintains the fastest growth

COMPETITIVE LANDSCAPE

Kimberly-Clark Taiwan continues to lead in AFH tissue and hygiene in Taiwan

International players dominate overall AFH tissue and hygiene in 2017

Local governments register steady demand for AFH tissue and hygiene products

CATEGORY DATA

Nappies/Diapers/Pants in Taiwan

HEADLINES

PROSPECTS

Premiumisation is expected to drive value growth in nappies/diapers/pants

Disposable pants records the fastest value and volume growth

Pricing strategies could help combat lower birth rates

COMPETITIVE LANDSCAPE

Procter & Gamble Taiwan Ltd continues to lead nappies/diapers/pants

International players remain leaders in nappies/diapers/pants

Multiple marketing campaigns prove efficient in penetrating local marketplace

CATEGORY DATA

Retail Adult Incontinence in Taiwan

HEADLINES

PROSPECTS

Retail adult incontinence maintains the fastest growth in tissue and hygiene

Light adult incontinence still sees faster growth than moderate/heavy

Recognition of pants format grows slowly, while tape products are still mainstream

COMPETITIVE LANDSCAPE

Sancella Taiwan Enterprises Co continues to lead retail adult incontinence

International players dominate due to higher tech entry barriers

Physical channels account for the majority of overall retail volume

CATEGORY DATA

Retail Tissue in Taiwan

HEADLINES

PROSPECTS

Slower population growth and weak economy lead to steady value growth

Paper towels remains the most dynamic category within retail tissue

Toilet paper greatly inhibits growth of napkins and boxed facial tissues

COMPETITIVE LANDSCAPE

Kimberly-Clark leads with intense marketing campaigns across all retail channels

Retail tissue is dominated by two domestic and two international players

Warehouse clubs continues to follow a strong trajectory

CATEGORY DATA

Sanitary Protection in Taiwan

HEADLINES

PROSPECTS

Approach varies according to player size and popularity

Slim/thin/ultra-thin towels with wings is the major battlefield in sanitary protection

Tampons records strong growth, partly due to its limited sales size

COMPETITIVE LANDSCAPE

United Charm Co Ltd continues to lead sanitary protection in 2017

International brands are most popular