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Learn moreFeb 2019
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Toilet care is perceived as a mature category in Taiwan, although consumers are always looking for better methods to clean their toilets and maintain pleasant aromas after cleaning. Manufacturers have thus kept investing in developing new scents and introducing new models from overseas.
Toilet liquids/foam continued posting higher retail value growth than in-cistern devices in 2018, and all leading players in toilet care have launched products in this subcategory. The majority of consumers are inclined to believe toilet liquids/foam as the most effective method for toilet cleaning.
In-cistern devices contributes much lower retail value compared to toilet liquids/foam, which is attributed to declining consumer trust. Some online reviews have commented that in-cistern devices can damage plastic or rubber fittings inside toilets.
SC Johnson & Son Taiwan Ltd maintained the leading position in 2018 through its powerful brand Mr Muscle, and the brand benefits from consumers’ long-term brand trust and stable cleansing effects. Another imported player Kao differentiates its brand Magiclean from price competition through introducing more models claiming to be either developed in Japan or “Made in Japan” to attract Taiwanese consumers who have developed an affinity for Japanese brands, and witnessed faster increases compared to others.
Unlike other home care categories, international and domestic players equally share value sales in toilet care, although international players have a slightly higher value share than their domestic counterparts. This retailing landscape has remained largely unchanged over the review period, as it is difficult for new players, especially smaller ones, to break through.
Private label is largely non-existent in toilet care, as most consumers prefer purchasing these products launched by major brands out of safety and efficiency concerns. Meanwhile, premium brands are less attractive in this category, as consumers need to use toilet care regularly and tend to be price sensitive when purchasing.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Toilet Care 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 Toilet Care industry in Taiwan, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Home Care 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.