Tissue and Hygiene in Taiwan

Tissue and hygiene saw positive value and volume sales in Taiwan in 2024, albeit at slightly lower rates of growth than experienced in 2023. The main attributed reasons for this are changing social demographics such as falling birth rates, high costs in raw materials, shipping and logistics, and with inflationary pressures. Regarding inflation, this rate has come down since the 2022 high, falling in 2023 and then declining further in 2024, which heralds a more stable inflationary outlook ahead.

Euromonitor International's Tissue and Hygiene in Taiwan report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, 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, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Away-from-Home Tissue and Hygiene, Retail Tissue and Hygiene, Rx/Reimbursement adult incontinence, Total Tissue and Hygiene.

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

Why buy this report?
* Get a detailed picture of the Tissue and Hygiene 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.


Tissue and Hygiene in Taiwan
Euromonitor International
March 2025
List Of Contents And Tables
TISSUE AND HYGIENE IN TAIWAN
EXECUTIVE SUMMARY
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
MARKET INDICATORS
Table 1 Birth Rates 2019-2024
Table 2 Infant Population 2019-2024
Table 3 Female Population by Age 2019-2024
Table 4 Total Population by Age 2019-2024
Table 5 Households 2019-2024
Table 6 Forecast Infant Population 2024-2029
Table 7 Forecast Female Population by Age 2024-2029
Table 8 Forecast Total Population by Age 2024-2029
Table 9 Forecast Households 2024-2029
MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2020-2024
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2021-2024
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2019-2024
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2019-2024
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2024
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2024-2029
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES
Summary 1 Research Sources
MENSTRUAL CARE IN TAIWAN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Value sales in menstrual care supported by high prices, while volume remains in a slump
United Charm Co Ltd maintains its lead thanks to the success of its Sofy brand across menstrual care categories
Health and beauty specialists maintains the largest sole distribution share, while e-commerce continues to grow
PROSPECTS AND OPPORTUNITIES
Menstrual care is anticipated to show a relatively low CAGR overall, with a strong performance expected for tampons
International brands will remain strong, with smaller local players benefitting from niche developments
E-commerce will continue to grow as a strong sales channel
CATEGORY DATA
Table 19 Retail Sales of Menstrual Care by Category: Value 2019-2024
Table 20 Retail Sales of Menstrual Care by Category: % Value Growth 2019-2024
Table 21 Retail Sales of Tampons by Application Format: % Value 2019-2024
Table 22 NBO Company Shares of Retail Menstrual Care: % Value 2020-2024
Table 23 LBN Brand Shares of Retail Menstrual Care: % Value 2021-2024
Table 24 Forecast Retail Sales of Menstrual Care by Category: Value 2024-2029
Table 25 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2024-2029
NAPPIES/DIAPERS/PANTS IN TAIWAN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Value and volume sales of nappies/diapers/pants see a stronger performance in 2024 compared to 2023
Procter & Gamble Taiwan Ltd maintains company lead, while United Charm’s MamyPoko is the leading brand
Health and beauty specialists maintain the largest distribution share, while e-commerce is hot on its heels
PROSPECTS AND OPPORTUNITIES
Nappies/diapers/pants expected to see a healthy CAGR
International players will lead the charge in product developments, while local players focus on affordability
E-commerce and warehouse clubs tipped to grow stronger
CATEGORY DATA
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2020-2024
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2021-2024
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2024-2029
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2024-2029
RETAIL ADULT INCONTINENCE IN TAIWAN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Retail adult incontinence is the big winner in tissue and hygiene in Taiwan
Vinda maintains its lead, albeit losing share, while United Charm gains
Health and beauty specialists remain the largest distribution channel, as e-commerce loses share and supermarkets gain
PROSPECTS AND OPPORTUNITIES
Retail adult incontinence is set to be the CAGR winner in tissue and hygiene
International brands dominate due to stronger entry barriers in adult incontinence
In-store sales expected to remain stronger than online
CATEGORY DATA
Table 32 Sales of Retail Adult Incontinence by Category: Value 2019-2024
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2020-2024
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2021-2024
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2024-2029
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2024-2029
WIPES IN TAIWAN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Wipes sees a healthy performance, with personal care wipes and general purpose wipes in the lead
Kang Na Hsiung maintains its lead thanks to strength of Carnation brand
Grocery retailers remains the main distribution channel for wipes, with retail e-commerce also holding a notable share
PROSPECTS AND OPPORTUNITIES
Wipes is expected maintain healthy growth, with the most dynamic CAGR expected in moist toilet wipes
Wipes set to remain divided between international and local players
Both online and offline channels will remain important over the forecast period
CATEGORY DATA
Table 38 Retail Sales of Wipes by Category: Value 2019-2024
Table 39 Retail Sales of Wipes by Category: % Value Growth 2019-2024
Table 40 NBO Company Shares of Retail Wipes: % Value 2020-2024
Table 41 LBN Brand Shares of Retail Wipes: % Value 2021-2024
Table 42 Forecast Retail Sales of Wipes by Category: Value 2024-2029
Table 43 Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029
RETAIL TISSUE IN TAIWAN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Retail tissue benefits from the necessity of products such as paper towels and toilet paper
Local company Yuen Foong Yu has gained more momentum due to continuous product launches in 2023-2024
Retail e-commerce, warehouse clubs, and supermarkets are the most significant channels in retail tissue
PROSPECTS AND OPPORTUNITIES
Retail tissue will maintain a decent CAGR, with paper towels and toilet roll leading the charge
Retail tissue will remain divided between international and local players
E-commerce will remain strong, while brands will also collaborate with retailers
CATEGORY DATA
Table 44 Retail Sales of Tissue by Category: Value 2019-2024
Table 45 Retail Sales of Tissue by Category: % Value Growth 2019-2024
Table 46 NBO Company Shares of Retail Tissue: % Value 2020-2024
Table 47 LBN Brand Shares of Retail Tissue: % Value 2021-2024
Table 48 Forecast Retail Sales of Tissue by Category: Value 2024-2029
Table 49 Forecast Retail Sales of Tissue by Category: % Value Growth 2024-2029
AWAY-FROM-HOME TISSUE AND HYGIENE IN TAIWAN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Away-from-home tissue and hygiene shows healthy growth
AFH adult incontinence fares well in hospitals, nursing homes, and long-term care facilities
Kimberly-Clark Taiwan cited as the leading player in AFH tissue and hygiene in Taiwan
PROSPECTS AND OPPORTUNITIES
AFH tissue and hygiene set to see ongoing healthy sales
Both international and local brands will remain present in AFH tissue and hygiene
Local governments have proven to show steady demand for AFH tissue and hygiene
CATEGORY DATA
Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 51 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 52 Sales of Away-From-Home Paper Towels by Type: % Value 2019-2024
Table 53 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2019-2024
Table 54 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2024
Table 55 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2024-2029
Table 56 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2024-2029

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