Consumer Appliances in Taiwan

CONSUMER APPLIANCES IN TAIWAN

Euromonitor International

February 2019

LIST OF CONTENTS AND TABLES

Executive Summary

Faster Retail Volume and Value Growth in 2018

Energy-efficient Products Retain Their Significance

Panasonic Expands Its Leading Advantage

Competition Intensifies Between Retailers

A Slowdown Is Projected Over the Forecast Period

Market Indicators

Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2013-2018

Table 2 Replacement Cycles of Consumer Appliances by Category 2013-2018

Table 3 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2018-2023

Table 4 Forecast Replacement Cycles of Consumer Appliances by Category 2018-2023

Market Data

Table 5 Sales of Consumer Appliances by Category: Volume 2013-2018

Table 6 Sales of Consumer Appliances by Category: Value 2013-2018

Table 7 Sales of Consumer Appliances by Category: % Volume Growth 2013-2018

Table 8 Sales of Consumer Appliances by Category: % Value Growth 2013-2018

Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2013-2018

Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2013-2018

Table 11 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2013-2018

Table 12 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2013-2018

Table 13 Sales of Small Appliances by Category: Volume 2013-2018

Table 14 Sales of Small Appliances by Category: Value 2013-2018

Table 15 Sales of Small Appliances by Category: % Volume Growth 2013-2018

Table 16 Sales of Small Appliances by Category: % Value Growth 2013-2018

Table 17 NBO Company Shares of Major Appliances: % Volume 2014-2018

Table 18 LBN Brand Shares of Major Appliances: % Volume 2015-2018

Table 19 NBO Company Shares of Small Appliances: % Volume 2014-2018

Table 20 LBN Brand Shares of Small Appliances: % Volume 2015-2018

Table 21 Distribution of Major Appliances by Format: % Volume 2013-2018

Table 22 Distribution of Small Appliances by Format: % Volume 2013-2018

Table 23 Forecast Sales of Consumer Appliances by Category: Volume 2018-2023

Table 24 Forecast Sales of Consumer Appliances by Category: Value 2018-2023

Table 25 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2018-2023

Table 26 Forecast Sales of Consumer Appliances by Category: % Value Growth 2018-2023

Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2018-2023

Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2018-2023

Table 29 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2018-2023

Table 30 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2018-2023

Table 31 Forecast Sales of Small Appliances by Category: Volume 2018-2023

Table 32 Forecast Sales of Small Appliances by Category: Value 2018-2023

Table 33 Forecast Sales of Small Appliances by Category: % Volume Growth 2018-2023

Table 34 Forecast Sales of Small Appliances by Category: % Value Growth 2018-2023

Sources

Summary 1 Research Sources

Headlines

Prospects

Dishwashers Gains More Consumers Due To Changing Mind-sets and Extensive Marketing Efforts

Freestanding Dishwashers Records Stronger Growth Than Built-in Dishwashers

Energy Efficiency, Cleaning and Drying Technology Are Major Concerns

Competitive Landscape

Bosch Dominates Dishwashers Due To Its Complete Product Portfolio and Extensive Retailing Channels

More Launches by Imported Brands Lead To A Slight Decline in Unit Prices

Department Stores and Warehouse Clubs Are Powerful in Boosting the Shares of Premium Brands

Category Data

Table 35 Sales of Dishwashers by Category: Volume 2013-2018

Table 36 Sales of Dishwashers by Category: Value 2013-2018

Table 37 Sales of Dishwashers by Category: % Volume Growth 2013-2018

Table 38 Sales of Dishwashers by Category: % Value Growth 2013-2018

Table 39 Sales of Dishwashers by Format: % Volume 2013-2018

Table 40 Sales of Dishwashers by Connected Appliances: % Volume 2014-2018

Table 41 NBO Company Shares of Dishwashers: % Volume 2014-2018

Table 42 LBN Brand Shares of Dishwashers: % Volume 2015-2018

Table 43 Distribution of Dishwashers by Format: % Volume 2013-2018

Table 44 Production, Imports and Exports of Dishwashers: Total Volume 2013-2018

Table 45 Forecast Sales of Dishwashers by Category: Volume 2018-2023

Table 46 Forecast Sales of Dishwashers by Category: Value 2018-2023

Table 47 Forecast Sales of Dishwashers by Category: % Volume Growth 2018-2023

Table 48 Forecast Sales of Dishwashers by Category: % Value Growth 2018-2023

Headlines

Prospects

Energy Efficiency and Noise Level Remain Top Concerns Among Manufacturers and Consumers

the Taiwanese Prefer Home Laundry Appliances With Larger Capacity

Automatic Washer Dryers Exhibits Stronger Growth Due To Continuous Marketing Efforts From Imported Brands

Competitive Landscape

While Panasonic Leads Overall Home Laundry Appliances, Lg Leads Automatic Washer Dryers

Domestic Brands Continue To Concentrate on Automatic Washing Machines

Automatic Dryers Shows Different Development Trajectories Under Different Players

Category Data

Table 49 Sales of Home Laundry Appliances by Category: Volume 2013-2018

Table 50 Sales of Home Laundry Appliances by Category: Value 2013-2018

Table 51 Sales of Home Laundry Appliances by Category: % Volume Growth 2013-2018

Table 52 Sales of Home Laundry Appliances by Category: % Value Growth 2013-2018

Table 53 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2014-2018

Table 54 Sales of Automatic Washing Machines by Format: % Volume 2013-2018

Table 55 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2013-2018

Table 56 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2014-2018

Table 57 NBO Company Shares of Home Laundry Appliances: % Volume 2014-2018

Table 58 LBN Brand Shares of Home Laundry Appliances: % Volume 2015-2018

Table 59 Distribution of Home Laundry Appliances by Format: % Volume 2013-2018

Table 60 Production, Imports and Exports of Home Laundry Appliances: Total Volume 2013-2018

Table 61 Forecast Sales of Home Laundry Appliances by Category: Volume 2018-2023

Table 62 Forecast Sales of Home Laundry Appliances by Category: Value 2018-2023

Table 63 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2018-2023

Table 64 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2018-2023

Headlines

Prospects

Large Cooking Appliances Recovers Slowly From Decline

Amid the Healthy Living Trend, Consumers Are More Willing To Choose Multifunctional Models

Ovens Remain in A Niche Compared To Other Large Cooking Appliances

Competitive Landscape

Sakura Maintains Its Leading Position in Large Cooking Appliances

Local Players Dominate Large Cooking Appliances Overall, While Foreign Brands Concentrate on Ovens

Construction Proves Its Crucial Position in Impacting Sales Performance

Category Data

Table 65 Sales of Large Cooking Appliances by Category: Volume 2013-2018

Table 66 Sales of Large Cooking Appliances by Category: Value 2013-2018

Table 67 Sales of Large Cooking Appliances by Category: % Volume Growth 2013-2018

Table 68 Sales of Large Cooking Appliances by Category: % Value Growth 2013-2018

Table 69 Sales of Built-in Hobs by Format: % Volume 2013-2018

Table 70 Sales of Ovens by Connected Appliances: % Volume 2014-2018

Table 71 NBO Company Shares of Large Cooking Appliances: % Volume 2014-2018

Table 72 LBN Brand Shares of Large Cooking Appliances: % Volume 2015-2018

Table 73 NBO Company Shares of Built-in Hobs: % Volume 2014-2018

Table 74 NBO Company Shares of Ovens: % Volume 2014-2018

Table 75 NBO Company Shares of Cooker Hoods: % Volume 2014-2018

Table 76 NBO Company Shares of Built-in Cooker Hoods: % Volume 2014-2018

Table 77 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2014-2018

Table 78 Distribution of Large Cooking Appliances by Format: % Volume 2013-2018

Table 79 Production, Imports and Exports of Large Cooking Appliances: Total Volume 2013-2018

Table 80 Forecast Sales of Large Cooking Appliances by Category: Volume 2018-2023

Table 81 Forecast Sales of Large Cooking Appliances by Category: Value 2018-2023

Table 82 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2018-2023

Table 83 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2018-2023

Headlines

Prospects

Microwaves Sees Steady Sales Due To Being Considered Necessary Appliances in Daily Life

Multifunctional Products Continue To Penetrate Taiwanese Households

Consumers Are Desensitised To the Negative Impacts of Food Safety Scandals

Competitive Landscape

Panasonic Leads Microwaves With An Expanding Advantage in Volume Sales

Local Brands Strive To Compete in Entry-level Microwaves

Parallel Imports Continue in Combination Microwaves at Premium Prices

Category Data

Table 84 Sales of Microwaves by Category: Volume 2013-2018

Table 85 Sales of Microwaves by Category: Value 2013-2018

Table 86 Sales of Microwaves by Category: % Volume Growth 2013-2018

Table 87 Sales of Microwaves by Category: % Value Growth 2013-2018

Table 88 Sales of Microwaves by Connected Appliances: % Volume 2014-2018

Table 89 NBO Company Shares of Microwaves: % Volume 2014-2018

Table 90 LBN Brand Shares of Microwaves: % Volume 2015-2018

Table 91 Distribution of Microwaves by Format: % Volume 2013-2018

Table 92 Production, Imports and Exports of Microwaves: Total Volume 2013-2018

Table 93 Forecast Sales of Microwaves by Category: Volume 2018-2023

Table 94 Forecast Sales of Microwaves by Category: Value 2018-2023

Table 95 Forecast Sales of Microwaves by Category: % Volume Growth 2018-2023

Table 96 Forecast Sales of Microwaves by Category: % Value Growth 2018-2023

Headlines

Prospects

New Energy Labels Vigorously Push Manufacturers To Launch New Models

Limited Space Encourages Brands To Launch Narrower Models With Larger Capacity

Smart Fridge Freezers Remain Out of Taiwanese Consumers' Focus in 2018

Competitive Landscape

Panasonic Retains Its Leading Position Due To Its Proactive Marketing

Domestic Brands Work on Different Formats From Those of Their International Competitors

Freezers Sees Intense Competition Compared To Other Refrigeration Appliances

Category Data

Table 97 Sales of Refrigeration Appliances by Category: Volume 2013-2018

Table 98 Sales of Refrigeration Appliances by Category: Value 2013-2018

Table 99 Sales of Refrigeration Appliances by Category: % Volume Growth 2013-2018

Table 100 Sales of Refrigeration Appliances by Category: % Value Growth 2013-2018

Table 101 Sales of Freezers by Format: % Volume 2013-2018

Table 102 Sales of Freezers by Volume Capacity: % Volume 2013-2018

Table 103 Sales of Fridge Freezers by Format: % Volume 2013-2018

Table 104 Sales of Fridge Freezers by Volume Capacity: % Volume 2013-2018

Table 105 Sales of Fridge Freezers by Connected Appliances: % Volume 2014-2018

Table 106 Sales of Fridges by Volume Capacity: % Volume 2013-2018

Table 107 NBO Company Shares of Refrigeration Appliances: % Volume 2014-2018

Table 108 LBN Brand Shares of Refrigeration Appliances: % Volume 2015-2018

Table 109 NBO Company Shares of Built-in Fridge Freezers: % Volume 2014-2018

Table 110 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2014-2018

Table 111 NBO Company Shares of Freestanding Fridges: % Volume 2014-2018

Table 112 Distribution of Refrigeration Appliances by Format: % Volume 2013-2018

Table 113 Production, Imports and Exports of Refrigeration Appliances: Total Volume 2013-2018

Table 114 Forecast Sales of Refrigeration Appliances by Category: Volume 2018-2023

Table 115 Forecast Sales of Refrigeration Appliances by Category: Value 2018-2023

Table 116 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2018-2023

Table 117 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2018-2023

Headlines

Prospects

Energy Efficiency and the Seasonal Factor Greatly Affect Sales of Air Treatment Products

Air Purifiers Registers the Highest Volume Growth Within Consumer Appliances

Smart Features Integrated Into Air Treatment Products Gain Popularity

Competitive Landscape

Panasonic Leads Air Treatment Products With Sampo and Hitachi Close Behind

Local Brands Are Stronger in Cooling Fans and Dehumidifiers

Smaller and New Players Penetrate Through Group Buying Behaviour

Category Data

Table 118 Sales of Air Treatment Products by Category: Volume 2013-2018

Table 119 Sales of Air Treatment Products by Category: Value 2013-2018

Table 120 Sales of Air Treatment Products by Category: % Volume Growth 2013-2018

Table 121 Sales of Air Treatment Products by Category: % Value Growth 2013-2018

Table 122 Sales of Air Conditioners by Connected Appliances: % Volume 2014-2018

Table 123 NBO Company Shares of Air Treatment Products: % Volume 2014-2018

Table 124 LBN Brand Shares of Air Treatment Products: % Volume 2015-2018

Table 125 Distribution of Air Treatment Products by Format: % Volume 2013-2018

Table 126 Production, Imports and Exports of Air Conditioners: Total Volume 2013-2018

Table 127 Sales of Air Conditioners by Connected Appliances: % Volume 2014-2018

Table 128 NBO Company Shares of Air Treatment Products: % Volume 2014-2018

Table 129 LBN Brand Shares of Air Treatment Products: % Volume 2015-2018

Table 130 Distribution of Air Treatment Products by Format: % Volume 2013-2018

Table 131 Production, Imports and Exports of Air Conditioners: Total Volume 2013-2018

Table 132 Forecast Sales of Air Treatment Products by Category: Volume 2018-2023

Table 133 Forecast Sales of Air Treatment Products by Category: Value 2018-2023

Table 134 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2018-2023

Table 135 Forecast Sales of Air Treatment Products by Category: % Value Growth 2018-2023

Headlines

Prospects

Food Preparation Appliances Remains Stable Due To Reduced Health Consciousness After Many Rounds of Food Safety Scandals

Consumption Polarisation Becomes Clearer in Food Preparation Appliances

Food Processors Continues To Record High Volume Growth

Competitive Landscape

Philips Continues To Lead Food Preparation Appliances With Panasonic Close Behind

Local and International Brands Differentiate Themselves From Each Other Via Different Pricing and Marketing Strategies

Smaller Brands Endeavour To Increase Their Presence in Multiple Channels

Category Data

Table 136 Sales of Food Preparation Appliances by Category: Volume 2013-2018

Table 137 Sales of Food Preparation Appliances by Category: Value 2013-2018

Table 138 Sales of Food Preparation Appliances by Category: % Volume Growth 2013-2018

Table 139 Sales of Food Preparation Appliances by Category: % Value Growth 2013-2018

Table 140 NBO Company Shares of Food Preparation Appliances: % Volume 2014-2018

Table 141 LBN Brand Shares of Food Preparation Appliances: % Volume 2015-2018

Table 142 Distribution of Food Preparation Appliances by Format: % Volume 2013-2018

Table 143 Forecast Sales of Food Preparation Appliances by Category: Volume 2018-2023

Table 144 Forecast Sales of Food Preparation Appliances by Category: Value 2018-2023

Table 145 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2018-2023

Table 146 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2018-2023

Headlines

Prospects

Personal Care Appliances With Higher Unit Prices Register A Stronger Presence

Hair Care Appliances With Specialised Design and Stronger Functions Remain in Favour

Electric Facial Cleansers Loses Popularity

Competitive Landscape

Panasonic Leads Personal Care Appliances, Increasing the Gap With Philips

International Brands Dominate, While Local Players Keep Disappearing

Tescom Demonstrates Its Power in Hair Care Appliances

Category Data

Table 147 Sales of Personal Care Appliances by Category: Volume 2013-2018

Table 148 Sales of Personal Care Appliances by Category: Value 2013-2018

Table 149 Sales of Personal Care Appliances by Category: % Volume Growth 2013-2018

Table 150 Sales of Personal Care Appliances by Category: % Value Growth 2013-2018

Table 151 Sales of Body Shavers by Format: % Volume 2013-2018

Table 152 Sales of Hair Care Appliances by Format: % Volume 2013-2018

Table 153 NBO Company Shares of Personal Care Appliances 2014-2018

Table 154 LBN Brand Shares of Personal Care Appliances 2015-2018

Table 155 Distribution of Personal Care Appliances by Format: % Volume 2013-2018

Table 156 Forecast Sales of Personal Care Appliances by Category: Volume 2018-2023

Table 157 Forecast Sales of Personal Care Appliances by Category: Value 2018-2023

Table 158 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2018-2023

Table 159 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2018-2023

Headlines

Prospects

Sales of Small Cooking Appliances Slow Down Due To Consumers' Lowered Sensitivity To Food Scandals

Coffee Machines Continues To Contribute the Highest Volume Growth Due To the Popular Coffee Culture

Rice Cookers Retain Importance in Daily Life

Competitive Landscape

Tatung Maintains Its Leading Position in Small Cooking Appliances

Local Brands Account for the Majority of Sales, While International Brands See Moderate Growth

A Diversified Marketing Strategy Becomes Increasingly Significant

Category Data

Table 160 Sales of Small Cooking Appliances by Category: Volume 2013-2018

Table 161 Sales of Small Cooking Appliances by Category: Value 2013-2018

Table 162 Sales of Small Cooking Appliances by Category: % Volume Growth 2013-2018

Table 163 Sales of Small Cooking Appliances by Category: % Value Growth 2013-2018

Table 164 Sales of Freestanding Hobs by Format: % Volume 2013-2018

Table 165 NBO Company Shares of Small Cooking Appliances: % Volume 2014-2018

Table 166 LBN Brand Shares of Small Cooking Appliances: % Volume 2015-2018

Table 167 Distribution of Small Cooking Appliances by Format: % Volume 2013-2018

Table 168 Forecast Sales of Small Cooking Appliances by Category: Volume 2018-2023

Table 169 Forecast Sales of Small Cooking Appliances by Category: Value 2018-2023

Table 170 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2018-2023

Table 171 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2018-2023

Headlines

Prospects

Stick Vacuum Cleaners Continues To Achieve the Greatest Sales Increases

Smart Features Slowly Penetrate Robotic Vacuum Cleaners

Innovative Cleaners Such As Steam Cleaners and Dust Mite Cleaners Capture More Attention in the Local Humid Climate

Competitive Landscape

Electrolux Continues To Lead Vacuum Cleaners Via Its Strength in Standard Products

More New Players Are Expected To Compete in Vacuum Cleaners

Collaborating With Internet Celebrities Is An Innovative Marketing Method Attracting Potential Consumers

Category Data

Table 172 Sales of Vacuum Cleaners by Category: Volume 2013-2018

Table 173 Sales of Vacuum Cleaners by Category: Value 2013-2018

Table 174 Sales of Vacuum Cleaners by Category: % Volume Growth 2013-2018

Table 175 Sales of Vacuum Cleaners by Category: % Value Growth 2013-2018

Table 176 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2014-2018

Table 177 NBO Company Shares of Vacuum Cleaners: % Volume 2014-2018

Table 178 LBN Brand Shares of Vacuum Cleaners: % Volume 2015-2018

Table 179 Distribution of Vacuum Cleaners by Format: % Volume 2013-2018

Table 180 Forecast Sales of Vacuum Cleaners by Category: Volume 2018-2023

Table 181 Forecast Sales of Vacuum Cleaners by Category: Value 2018-2023

Table 182 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2018-2023

Table 183 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2018-2023