Wipes in Taiwan

PROSPECTS

Stricter regulations on baby wipes hamper growth

Personal wipes record slower growth in 2018 compared to 2017, mainly owing to the largest category, baby wipes, being more strictly regulated. The Ministry of Health and Welfare declared that all baby wipes used for babies under one year old should be treated as cosmetic products from 1 June 2017, and all ingredients used must be disclosed on the packaging.

Moist toilet wipes post the fastest growth in wipes

Moist toilet wipes have registered strong growth since 2012, when Kimberly-Clark launched this innovative product in Taiwan. Sales value remains low, however.

Home care wipes registers a little faster value growth than personal wipes

Within home care wipes, dry electro-static wipes, refill wipes/pads and impregnated wet wipes posted similar growth in 2018 to that on 2017. Many Taiwanese consumers are occupied with their work, leading to limited time being allocated for their household cleaning chores.

COMPETITIVE LANDSCAPE

Farcent Enterprises Co Ltd leads wipes with the advantages in home care wipes

Farcent retained its leading position in wipes in 2018, with a particularly strong position in home care wipes. Its leading position can be attributed to its early entrance into home care wipes, continuous product innovation and wide distribution across all retailing channels.

International brands are more focused on premium products

International players tend to concentrate on baby wipes, as they tend to be manufacturers in the related category of nappies/diapers/pants, while domestic players focus on other categories. Wipes is fragmented, with over 50 brands available in Taiwan.

Internet retailing demonstrates its strength via group purchasing

Internet retailing is not a significant channel in wipes, but multiple brands have established collaborations with either contractors to organise group purchasing or with internet influencers to reach potential consumers via Facebook fan pages. Internet influencers use group buying forms created by manufacturers or distributors to gather consumers, and consumers can pay directly via credit card or via online banking.

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