As in 2020, growth rates in wipes remained at higher levels in 2021 than were being seen prior to the pandemic arriving in Taiwan. These products were generally seeing their sales boosted by the increased levels of hygiene people were trying to uphold both on the go and, in particular, in their homes.
Moist toilet wipes were the most dynamic wipes products over the review period as a whole, helped by being a relatively new product area, with Kimberly-Clark first launching its products in Taiwan in 2012. Toilet wipes continued to record strong growth during the pandemic, with Kimberly-Clark, which remains the dominant player in this category, continuing to launch new moist toilet wipes, including female-targeted wipes and children’s potty-training wipes, in recent years.
With home care wipes and floor cleaning systems posting the highest volume and value growth rates in wipes during the pandemic, this has been driving the performance of Farcent, which dominates this category, helping it to take top spot in overall wipes in 2021. Farcent product launches and promotions have been helping dry electro-static wipes and refill wipes/pads record particularly strong growth against a backdrop of heightened hygiene concerns during the pandemic, with the company launching wipes integrating anti-dust mite essential oil.
While personal wipes will continue to grow over the forecast period, it will see slowing annual growth rates in both volume and value terms after 2022. Home care wipes is expected to see modest year-on-year growth rates after 2022, although sales will decline in 2022 after having recorded strong growth during the pandemic.
There are both international and domestic brands present in wipes. International players tend to concentrate on baby wipes due to the close connections these products have with nappies/diapers/pants, while domestic players focus on other wipes categories.
The e-commerce channel’s already significant share of value sales in wipes recorded further strong growth in both 2020 and 2021 during the pandemic. Multiple brands have established collaboration with either contractors to organise group purchasing or with internet influencers to reach potential consumers via Facebook fan pages.
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Understand the latest market trends and future growth opportunities for the Wipes industry in Taiwan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Wipes
This is the aggregation of personal wipes and household cleaning wipes
See All of Our DefinitionsThis report originates from Passport, our Wipes research and analysis database.
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