Toilet Care in Taiwan

PROSPECTS

Toilet care maintains positive growth in Taiwan

Toilet care is perceived as mature in Taiwan, although consumers are always looking for better methods to clean their toilets and maintain pleasant odours after cleaning. Manufacturers have thus kept investing in developing new scents and introducing new models from overseas.

Toilet liquids/foam records both higher retail value and growth rate

Toilet liquids/foam continued posting higher retail value growth than in-cistern devices in 2019, and all leading players in toilet care have launched products in this subcategory. The majority of consumers are inclined to believe toilet liquids/foams as the most effective method for toilet cleaning.

In-cistern devices have become less welcome among Taiwanese

In-cistern devices contributes much lower retail value compared to toilet liquids/foam, due to declining consumer trust. Some online reviews commented that in-cistern devices can damage plastic or rubber fittings inside toilets.

COMPETITIVE LANDSCAPE

SC Johnson & Son Taiwan Ltd leads with Mr Muscle with clear advantage

SC Johnson & Son Taiwan Ltd maintained the leading position in 2019 through its powerful brand Mr Muscle, which attracts consumers throughout its long-term brand trust and strong cleaning effects. Another imported player Kao differentiates its brand Magiclean from the price competition through introducing more products claiming either developed in Japan or made in Japan to attract Taiwanese consumers who are attracted to Japanese brands in daily life.

Toilet care is equally divided between international and domestic players

Unlike other home care categories, international and domestic players are equally present in value terms in toilet care, although international players have slightly higher value shares than their domestic rivals. Compared to overseas brands, domestic ones compete via lower pricing strategies, closer relationships with local distributors and wider distribution networks across the country especially within traditional hardware retailers.

Private label and premium brands have limited presence in Taiwan

Private label maintains no presence in toilet care, as most consumers prefer purchasing these products from major brands due to safety and efficacy concerns. Meanwhile, premium brands are less attractive in this category, as consumers need to use toilet care products regularly and tend to be price sensitive when making purchases.

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