Home Care in Taiwan

HOME CARE IN TAIWAN

Euromonitor International

February 2019

LIST OF CONTENTS AND TABLES

Executive Summary

Faster Retail Value Growth in Home Care in 2018

More Focus on Eco-friendly Products

Unilever Leads Home Care for Another Year

Manufacturers Are Trying To Spur Higher Growth Through Innovation

Slightly Faster Growth Expected Over Forecast Period

Market Indicators

Table 1 Households 2013-2018

Market Data

Table 2 Sales of Home Care by Category: Value 2013-2018

Table 3 Sales of Home Care by Category: % Value Growth 2013-2018

Table 4 NBO Company Shares of Home Care: % Value 2014-2018

Table 5 LBN Brand Shares of Home Care: % Value 2015-2018

Table 6 Penetration of Private Label in Home Care by Category: % Value 2013-2018

Table 7 Distribution of Home Care by Format: % Value 2013-2018

Table 8 Distribution of Home Care by Format and Category: % Value 2018

Table 9 Forecast Sales of Home Care by Category: Value 2018-2023

Table 10 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

Sources

Summary 1 Research Sources

Headlines

Prospects

Electric and Gel Air Fresheners Are Two Largest Subcategories in Air Care

Spray/aerosol Air Fresheners Posts Fastest Value Growth in Air Care

Integrating More Functions Into Air Care Is Expected To Be the Future Highlight

Competitive Landscape

Farcent Continues Expanding Brand Share by Extensive Product Lines and Updated Product Designs

Local Giants Dominate, While Foreign Brands Exert Little Influence

Internet Retailers, Alongside Health and Beauty Specialists, Demonstrate Their Potential in Boosting Sales Performance in Air Care

Category Data

Table 11 Sales of Air Care by Category: Value 2013-2018

Table 12 Sales of Air Care by Category: % Value Growth 2013-2018

Table 13 Sales of Air Care by Fragrance: Value Ranking 2013-2018

Table 14 NBO Company Shares of Air Care: % Value 2014-2018

Table 15 LBN Brand Shares of Air Care: % Value 2015-2018

Table 16 Forecast Sales of Air Care by Category: Value 2018-2023

Table 17 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Bleach Is Less in Demand Due To Desire To Lead Healthy Lifestyles

Bleach Is Also Losing Share To Substitute Surface Care Products

Bleach Is Preferred More for Toilet/bathroom Cleaning

Competitive Landscape

Kao (taiwan) Corp Leads Bleach With Stronger Brand Influence and Lower Prices

International Players Dominate Underpinned by Wider Distribution Presence

Private Label Has Some Presence in Bleach

Category Data

Table 18 Sales of Bleach: Value 2013-2018

Table 19 Sales of Bleach: % Value Growth 2013-2018

Table 20 NBO Company Shares of Bleach: % Value 2014-2018

Table 21 LBN Brand Shares of Bleach: % Value 2015-2018

Table 22 Forecast Sales of Bleach: Value 2018-2023

Table 23 Forecast Sales of Bleach: % Value Growth 2018-2023

Headlines

Prospects

Hand Dishwashing Continues To Focus on More Eco-friendly Features

Hand Dishwashing Remains Largest Subcategory in Dishwashing

Taiwanese Consumers Prefer Automatic Dishwashing Powder Over Tablets

Competitive Landscape

Nice Enterprise Co Ltd Leads Dishwashing Due To Higher Value in Hand Dishwashing

International Players Have Slowly Lost Share To Domestic Competitors

Different Channels Provide Appropriate Platforms for Different Subcategories

Category Indicators

Table 24 Household Possession of Dishwashers 2013-2018

Category Data

Table 25 Sales of Dishwashing by Category: Value 2013-2018

Table 26 Sales of Dishwashing by Category: % Value Growth 2013-2018

Table 27 NBO Company Shares of Dishwashing: % Value 2014-2018

Table 28 LBN Brand Shares of Dishwashing: % Value 2015-2018

Table 29 Forecast Sales of Dishwashing by Category: Value 2018-2023

Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Headlines

Prospects

Home Insecticides Maintains Positive Growth Momentum

Other Home Insecticides Registers Higher Growth Rates

Spray/aerosol Insecticides Remains the Largest Subcategory in Home Insecticides

Competitive Landscape

Chung Tai Hsing Maintains Lead Due To Multiple Product Lines and Brands

Domestic Players Continue To Dominate, While International Players Expand Slowly

Other Home Care Non-grocery Specialists Indispensable in Home Insecticides

Category Data

Table 31 Sales of Home Insecticides by Category: Value 2013-2018

Table 32 Sales of Home Insecticides by Category: % Value Growth 2013-2018

Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018

Table 34 NBO Company Shares of Home Insecticides: % Value 2014-2018

Table 35 LBN Brand Shares of Home Insecticides: % Value 2015-2018

Table 36 Forecast Sales of Home Insecticides by Category: Value 2018-2023

Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Headlines

Prospects

Concentrated Liquid Detergents Registers Highest Retail Value in Laundry Care

Consumption Polarisation Has Become Clearer Among Taiwanese

Laundry Aids and Fabric Softeners Remain Niche in Taiwan

Competitive Landscape

Unilever Taiwan Leads Laundry Care With Wider Product Portfolio and Affordable Prices

International Brands Hold Greater Advantage in Laundry Care Than Domestic Players

More Brands Collaborate With Internet Celebrities To Attract More Consumers

Category Indicators

Table 38 Household Possession of Washing Machines 2013-2018

Category Data

Table 39 Sales of Laundry Care by Category: Value 2013-2018

Table 40 Sales of Laundry Care by Category: % Value Growth 2013-2018

Table 41 Sales of Laundry Aids by Category: Value 2013-2018

Table 42 Sales of Laundry Aids by Category: % Value Growth 2013-2018

Table 43 Sales of Laundry Detergents by Category: Value 2013-2018

Table 44 Sales of Laundry Detergents by Category: % Value Growth 2013-2018

Table 45 NBO Company Shares of Laundry Care: % Value 2014-2018

Table 46 LBN Brand Shares of Laundry Care: % Value 2015-2018

Table 47 NBO Company Shares of Laundry Aids: % Value 2014-2018

Table 48 LBN Brand Shares of Laundry Aids: % Value 2015-2018

Table 49 NBO Company Shares of Laundry Detergents: % Value 2014-2018

Table 50 LBN Brand Shares of Laundry Detergents: % Value 2015-2018

Table 51 Forecast Sales of Laundry Care by Category: Value 2018-2023

Table 52 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Polishes Is Less Favoured Among Taiwanese Due To Local Consumption Habits

Furniture Polish Continues Declining in Retail Value

Shoe Polish Declines Faster in Retail Value Compared To Furniture Polish

Competitive Landscape

SC Johnson & Son Taiwan Ltd Maintains Leading Position in Polishes

Local Players Lag Behind Overseas Giant Due To Weaker Brand Influence

Marketing Campaigns Difficult To Find in Polishes

Category Data

Table 53 Sales of Polishes by Category: Value 2013-2018

Table 54 Sales of Polishes by Category: % Value Growth 2013-2018

Table 55 NBO Company Shares of Polishes: % Value 2014-2018

Table 56 LBN Brand Shares of Polishes: % Value 2015-2018

Table 57 Forecast Sales of Polishes by Category: Value 2018-2023

Table 58 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Headlines

Prospects

Almost All Surface Care Subcategories Post Postive Growth

Home Care Wipes Registers Faster Growth Than Surface Care Excluding Wipes

Consumers Have Become More Environmentally Aware When Choosing Surface Care Products

Competitive Landscape

SC Johnson & Son Taiwan Ltd Maintains Lead in Surface Care

Domestic Brands Catching Up With Differentiated Product Focus

More Natural Direction in Surface Care Might Bring More New Players To Compete

Category Data

Table 59 Sales of Surface Care by Category: Value 2013-2018

Table 60 Sales of Surface Care by Category: % Value Growth 2013-2018

Table 61 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018

Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018

Table 63 NBO Company Shares of Surface Care: % Value 2014-2018

Table 64 LBN Brand Shares of Surface Care: % Value 2015-2018

Table 65 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018

Table 66 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018

Table 67 Forecast Sales of Surface Care by Category: Value 2018-2023

Table 68 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Toilet Care Maintains Healthy Growth in Taiwan

Toilet Liquids/foam Records Both Higher Retail Value and Growth Rates

In-cistern Devices Have Become Less Welcome Among Taiwanese Consumers

Competitive Landscape

SC Johnson & Son Taiwan Ltd Leads With Mr Muscle With Clear Competitive Edge

Toilet Care Is Equally Divided Between International and Domestic Players

Private Label and Premium Brands Remain Largely Non-existent in Taiwan

Category Data

Table 69 Sales of Toilet Care by Category: Value 2013-2018

Table 70 Sales of Toilet Care by Category: % Value Growth 2013-2018

Table 71 NBO Company Shares of Toilet Care: % Value 2014-2018

Table 72 LBN Brand Shares of Toilet Care: % Value 2015-2018

Table 73 Forecast Sales of Toilet Care by Category: Value 2018-2023

Table 74 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023