Home Care in Taiwan

Home care in Taiwan witnessed retail current value growth in 2024, although this was at a slightly slower rate than seen in 2023. Growth was driven by the continued focus on antibacterial products, as well as other features, such as deodorisation, which were integrated into and added value to new product launches. Value growth was also pushed by several rounds of price adjustments, pushed by inflationary pressure, as well as the search by consumers for products to improve their quality of life.

Euromonitor International's Home Care in Taiwan market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Home Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.


Home Care in Taiwan
Euromonitor International
February 2025
List Of Contents And Tables
HOME CARE IN TAIWAN
EXECUTIVE SUMMARY
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2019-2024
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2019-2024
Table 3 Sales of Home Care by Category: % Value Growth 2019-2024
Table 4 NBO Company Shares of Home Care: % Value 2020-2024
Table 5 LBN Brand Shares of Home Care: % Value 2021-2024
Table 6 Penetration of Private Label in Home Care by Category: % Value 2019-2024
Table 7 Distribution of Home Care by Format: % Value 2019-2024
Table 8 Distribution of Home Care by Format and Category: % Value 2024
Table 9 Forecast Sales of Home Care by Category: Value 2024-2029
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN TAIWAN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Laundry care maintains value growth in 2024, mostly due to price increases and products with improved features
Liquid tablet detergents continues to post the fastest growth due to convenience, and attention from younger consumers
Retail e-commerce continues to perform well, while Costco grows, but migration to other channels is possible
PROSPECTS AND OPPORTUNITIES
Deodorant feature expected to be a main focus over the forecast period
International brands will continue to hold more share than local players
Consumption polarisation likely to maintain its momentum in Taiwan
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2019-2024
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2019-2024
Table 13 Sales of Laundry Care by Category: % Value Growth 2019-2024
Table 14 Sales of Laundry Aids by Category: Value 2019-2024
Table 15 Sales of Laundry Aids by Category: % Value Growth 2019-2024
Table 16 Sales of Laundry Detergents by Category: Value 2019-2024
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2019-2024
Table 18 Sales of In-Wash Spot and Stain Removers by Type: % Value Breakdown 2019-2024
Table 19 NBO Company Shares of Laundry Care: % Value 2020-2024
Table 20 LBN Brand Shares of Laundry Care: % Value 2021-2024
Table 21 NBO Company Shares of Laundry Aids: % Value 2020-2024
Table 22 LBN Brand Shares of Laundry Aids: % Value 2021-2024
Table 23 NBO Company Shares of Laundry Detergents: % Value 2020-2024
Table 24 LBN Brand Shares of Laundry Detergents: % Value 2021-2024
Table 25 Forecast Sales of Laundry Care by Category: Value 2024-2029
Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2024-2029
DISHWASHING IN TAIWAN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Automatic dishwashing records the highest growth due to the heating and sterilisation functions offered by dishwashers
Taiwanese consumers show interest in automatic dishwashing tablets
Antibacterial feature remains a top concern amongst Taiwanese consumers in 2024
PROSPECTS AND OPPORTUNITIES
Popularity of antibacterial feature expected to persist in hand dishwashing
International players set to continue losing share to local players
Retail e-commerce will have growth potential over the forecast period
CATEGORY INDICATORS
Table 27 Household Possession of Dishwashers 2019-2024
CATEGORY DATA
Table 28 Sales of Dishwashing by Category: Value 2019-2024
Table 29 Sales of Dishwashing by Category: % Value Growth 2019-2024
Table 30 NBO Company Shares of Dishwashing: % Value 2020-2024
Table 31 LBN Brand Shares of Dishwashing: % Value 2021-2024
Table 32 Forecast Sales of Dishwashing by Category: Value 2024-2029
Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2024-2029
SURFACE CARE IN TAIWAN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Surface care maintains growth due to the dynamism of bathroom cleaners
Home care wipes and floor cleaning systems keeps posting moderate growth
Retail e-commerce maintains a high share of distribution even after the pandemic
PROSPECTS AND OPPORTUNITIES
Positive performance set to be maintained as demand for hygiene remains high
Domestic brands will endeavour to gain more traction in surface care
Antibacterial features and the integration of baking soda expected over the forecast period
CATEGORY DATA
Table 34 Sales of Surface Care by Category: Value 2019-2024
Table 35 Sales of Surface Care by Category: % Value Growth 2019-2024
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2019-2024
Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2019-2024
Table 38 NBO Company Shares of Surface Care: % Value 2020-2024
Table 39 LBN Brand Shares of Surface Care: % Value 2021-2024
Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2024
Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2021-2024
Table 42 Forecast Sales of Surface Care by Category: Value 2024-2029
Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2024-2029
BLEACH IN TAIWAN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Bleach sees a continued volume decline, but sales remain higher than pre-pandemic
Private label has a higher share in bleach than in other home care categories
Bleach is limited to certain usages in the home
PROSPECTS AND OPPORTUNITIES
Bleach expected to show little volume movement over the forecast period
Local players are limited by the strong performance of international brands in bleach
The unpleasant odour of bleach likely to be addressed
CATEGORY DATA
Table 44 Sales of Bleach: Value 2019-2024
Table 45 Sales of Bleach: % Value Growth 2019-2024
Table 46 NBO Company Shares of Bleach: % Value 2020-2024
Table 47 LBN Brand Shares of Bleach: % Value 2021-2024
Table 48 Forecast Sales of Bleach: Value 2024-2029
Table 49 Forecast Sales of Bleach: % Value Growth 2024-2029
TOILET CARE IN TAIWAN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Toilet care registers continued growth in 2024
Toilet liquids/foam continues to register higher value sales than in-cistern devices
In-cistern devices has lower consumer trust, while ITBs is hampered by high prices
PROSPECTS AND OPPORTUNITIES
Toilet care expected to maintain stable growth over the forecast period
International brands set to maintain their lead in toilet care
Private label will continue to account for a negligible share due to the popularity of standard brands
CATEGORY DATA
Table 50 Sales of Toilet Care by Category: Value 2019-2024
Table 51 Sales of Toilet Care by Category: % Value Growth 2019-2024
Table 52 NBO Company Shares of Toilet Care: % Value 2020-2024
Table 53 LBN Brand Shares of Toilet Care: % Value 2021-2024
Table 54 Forecast Sales of Toilet Care by Category: Value 2024-2029
Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2024-2029
POLISHES IN TAIWAN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Various factors drive polishes to maintain volume and value decline
Demand for furniture polish witnesses continued decline in 2024
Sales of shoe polish remain limited in Taiwan due to local climate and changing consumer habits
PROSPECTS AND OPPORTUNITIES
Polishes expected to keep declining and become a niche category in Taiwan
The extremely high value share held by SC Johnson & Son makes it difficult for other players to compete
Supermarkets and hypermarkets likely to maintain their distribution lead
CATEGORY DATA
Table 56 Sales of Polishes by Category: Value 2019-2024
Table 57 Sales of Polishes by Category: % Value Growth 2019-2024
Table 58 NBO Company Shares of Polishes: % Value 2020-2024
Table 59 LBN Brand Shares of Polishes: % Value 2021-2024
Table 60 Forecast Sales of Polishes by Category: Value 2024-2029
Table 61 Forecast Sales of Polishes by Category: % Value Growth 2024-2029
AIR CARE IN TAIWAN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Air care shows slightly faster growth in 2024, due to consumers’ interest in wellbeing
Liquid air fresheners continues its growth momentum in 2024
Stronger growth prevented by the fact that air care products are not regarded as daily essentials
PROSPECTS AND OPPORTUNITIES
Air care expected to maintain its increasing trend over the forecast period
Local brands will continue to account for the majority of share in air care
Retail e-commerce expected to gain further traction over the forecast period
CATEGORY DATA
Table 62 Sales of Air Care by Category: Value 2019-2024
Table 63 Sales of Air Care by Category: % Value Growth 2019-2024
Table 64 Sales of Air Care by Fragrance: Value Ranking 2022-2024
Table 65 NBO Company Shares of Air Care: % Value 2020-2024
Table 66 LBN Brand Shares of Air Care: % Value 2021-2024
Table 67 Forecast Sales of Air Care by Category: Value 2024-2029
Table 68 Forecast Sales of Air Care by Category: % Value Growth 2024-2029
HOME INSECTICIDES IN TAIWAN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Home insecticides sees continued growth due to the hotter and more humid weather in Taiwan in 2024
Spray/aerosol insecticides accounts for the highest value sales and the fastest growth
Other home insecticides declines, mainly due to the high entry barriers in Taiwan
PROSPECTS AND OPPORTUNITIES
Home insecticides set to maintain stable growth over the forecast period
Domestic players will continue to dominate due to low prices and wide product ranges and distribution
Traditional hardware stores a unique local retail channel in Taiwan
CATEGORY DATA
Table 69 Sales of Home Insecticides by Category: Value 2019-2024
Table 70 Sales of Home Insecticides by Category: % Value Growth 2019-2024
Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2019-2024
Table 72 NBO Company Shares of Home Insecticides: % Value 2020-2024
Table 73 LBN Brand Shares of Home Insecticides: % Value 2021-2024
Table 74 Forecast Sales of Home Insecticides by Category: Value 2024-2029
Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2024-2029

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