Toilet Care in Taiwan

PROSPECTS

Toilet care maintains healthy growth in Taiwan

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 records both higher retail value and growth rates

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 have become less welcome among Taiwanese consumers

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.

COMPETITIVE LANDSCAPE

SC Johnson & Son Taiwan Ltd leads with Mr Muscle with clear competitive edge

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.

Toilet care is equally divided between international and domestic players

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 and premium brands remain largely non-existent in Taiwan

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.

Files are delivered directly into your account within a few minutes of purchase.