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Sales growth accelerated significantly in home care during 2020 as the COVID-19 pandemic motivated consumers to pay far more attention to their cleanliness and hygiene habits. Although the COVID-19 pandemic did not impact Taiwan as severely as most other countries, the threat of contagion still created the ideal preconditions for strong sales growth in various categories of home care. Although there was no official quarantine lockdown imposed upon the population at any point during the year, man...
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 2025 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.TABLE OF CONTENTS
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
COVID-19 impact on home care
Company response
Retailing shift
What next for home care?
CHART 1 Home Care Value Sales Growth Scenarios: 2018-2025
CHART 2 Home Care Impact of Drivers on Value Sales: 2018-2025
MARKET INDICATORS
Table 1 Households 2015-2020MARKET DATA
Table 2 Sales of Home Care by Category: Value 2015-2020 Table 3 Sales of Home Care by Category: % Value Growth 2015-2020 Table 4 NBO Company Shares of Home Care: % Value 2016-2020 Table 5 LBN Brand Shares of Home Care: % Value 2017-2020 Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020 Table 7 Distribution of Home Care by Format: % Value 2015-2020 Table 8 Distribution of Home Care by Format and Category: % Value 2020 Table 9 Forecast Sales of Home Care by Category: Value 2020-2025 Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesKEY DATA FINDINGS
2020 IMPACT
Laundry care avoids sales declines in 2020 due to these products' essential status
Liquid tablet detergents has another outstanding year, topping the sales charts again
Greater segmentation as brands seek to appeal to a sophisticated consumer base
RECOVERY AND OPPORTUNITIES
Hot and humid climate set to support growth in sales of value-added products
International brands set to remain dominant in laundry care
E-commerce set to continue building as consumers increasingly value convenience
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2015-2020CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2015-2020 Table 13 Sales of Laundry Care by Category: % Value Growth 2015-2020 Table 14 Sales of Laundry Aids by Category: Value 2015-2020 Table 15 Sales of Laundry Aids by Category: % Value Growth 2015-2020 Table 16 Sales of Laundry Detergents by Category: Value 2015-2020 Table 17 Sales of Laundry Detergents by Category: % Value Growth 2015-2020 Table 18 NBO Company Shares of Laundry Care: % Value 2016-2020 Table 19 LBN Brand Shares of Laundry Care: % Value 2017-2020 Table 20 NBO Company Shares of Laundry Aids: % Value 2016-2020 Table 21 LBN Brand Shares of Laundry Aids: % Value 2017-2020 Table 22 NBO Company Shares of Laundry Detergents: % Value 2016-2020 Table 23 LBN Brand Shares of Laundry Detergents: % Value 2017-2020 Table 24 Forecast Sales of Laundry Care by Category: Value 2020-2025 Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
A very positive performance for dishwashing as COVID-19 spurs growth
Automatic dishwashing leads growth as sales rise from a far lower base
A good year for automatic dishwashing tablets as consumers demand sophistication
RECOVERY AND OPPORTUNITIES
Positive performance expected for hand dishwashing after a brief correction in sales
Domestic brands expected to continue gaining ground in dishwashing
The shift towards e-commerce expected to remain a major trend in dishwashing
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2015-2020CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2015-2020 Table 28 Sales of Dishwashing by Category: % Value Growth 2015-2020 Table 29 NBO Company Shares of Dishwashing: % Value 2016-2020 Table 30 LBN Brand Shares of Dishwashing: % Value 2017-2020 Table 31 Forecast Sales of Dishwashing by Category: Value 2020-2025 Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Very strong sales growth in 2020 the result of increased hygiene concerns
Home care wipes sales take off as demand for disposable hygiene products booms
Consumer preference for ecologically sound products remains in effect
RECOVERY AND OPPORTUNITIES
A positive performance expected for service care after a brief period of decline
Local brands set to present stronger challenges to their international rivals
Ecological credentials expected to remain important during the forecast period
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2015-2020 Table 34 Sales of Surface Care by Category: % Value Growth 2015-2020 Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020 Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020 Table 37 NBO Company Shares of Surface Care: % Value 2016-2020 Table 38 LBN Brand Shares of Surface Care: % Value 2017-2020 Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020 Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020 Table 41 Forecast Sales of Surface Care by Category: Value 2020-2025 Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Much stronger focus on hygiene spurs strong sales growth in bleach
Bleach continues to face strong competition from other home care products
Usage of bleach increasingly limited to toilet cleaning and the sanitising of drains
RECOVERY AND OPPORTUNITIES
Strong sales declines in 2021 to be followed by a return to slow but steady decline
Foreign brands set to remain dominant due to superior marketing and distribution
Private label set to become increasingly important in sales of bleach
CATEGORY DATA
Table 43 Sales of Bleach: Value 2015-2020 Table 44 Sales of Bleach: % Value Growth 2015-2020 Table 45 NBO Company Shares of Bleach: % Value 2016-2020 Table 46 LBN Brand Shares of Bleach: % Value 2017-2020 Table 47 Forecast Sales of Bleach: Value 2020-2025 Table 48 Forecast Sales of Bleach: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Hygiene concerns at the peak of the COVID-19 pandemic boost category sales
Toilet liquids/foam remains the dominant and most dynamic category in toilet care
Suspicions surrounding in-cistern devices continue to suppress demand
RECOVERY AND OPPORTUNITIES
Moderate positive sales growth to follow strong declines as sales return to normal
Local players expected to continue holding their own against their international rivals
Private label remains a marginal presence in toilet care
CATEGORY DATA
Table 49 Sales of Toilet Care by Category: Value 2015-2020 Table 50 Sales of Toilet Care by Category: % Value Growth 2015-2020 Table 51 NBO Company Shares of Toilet Care: % Value 2016-2020 Table 52 LBN Brand Shares of Toilet Care: % Value 2017-2020 Table 53 Forecast Sales of Toilet Care by Category: Value 2020-2025 Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
COVID-19 contributes to ongoing sales declines as demand continues to falter
Shift away from wooden furniture continues to undermine demand for furniture polish
Waning interest in formal leather footwear spells bad news for sales of shoe polish
RECOVERY AND OPPORTUNITIES
Further declines ahead as polishes set to remain a niche category
SC Johnson & Son and United Pros Co set to continue dominating sales
Lack of innovation set to remain a prominent feature of polishes
CATEGORY DATA
Table 55 Sales of Polishes by Category: Value 2015-2020 Table 56 Sales of Polishes by Category: % Value Growth 2015-2020 Table 57 NBO Company Shares of Polishes: % Value 2016-2020 Table 58 LBN Brand Shares of Polishes: % Value 2017-2020 Table 59 Forecast Sales of Polishes by Category: Value 2020-2025 Table 60 Forecast Sales of Polishes by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Demand for air care under pressure amidst conservative spending attitudes
Liquid and gel air fresheners continue to register positive performances in 2020
Specific factors continue to hold back sales of candle and car air fresheners
RECOVERY AND OPPORTUNITIES
Moderate positive growth expected to continue being seen in air care
Local brands to continue leveraging key advantages to dominate category sales
Few changes expected in air care distribution as e-commerce remains peripheral
CATEGORY DATA
Table 61 Sales of Air Care by Category: Value 2015-2020 Table 62 Sales of Air Care by Category: % Value Growth 2015-2020 Table 63 Sales of Air Care by Fragrance: Value Ranking 2018-2020 Table 64 NBO Company Shares of Air Care: % Value 2016-2020 Table 65 LBN Brand Shares of Air Care: % Value 2017-2020 Table 66 Forecast Sales of Air Care by Category: Value 2020-2025 Table 67 Forecast Sales of Air Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Growth rates accelerate during 2020 as higher interest in hygiene spurs demand
Sprayed/aerosol insecticides and electric insecticides continue to dominate sales
Growth in other home insecticides is suppressed by sales declines in moth proofers
RECOVERY AND OPPORTUNITIES
A return to moderate positive growth for home insecticides during the forecast period
Domestic players and brands set to remain in the driving seat in home insecticides
Modern grocery retailers set to dominate distribution despite growth in e-commerce
CATEGORY DATA
Table 68 Sales of Home Insecticides by Category: Value 2015-2020 Table 69 Sales of Home Insecticides by Category: % Value Growth 2015-2020 Table 70 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020 Table 71 NBO Company Shares of Home Insecticides: % Value 2016-2020 Table 72 LBN Brand Shares of Home Insecticides: % Value 2017-2020 Table 73 Forecast Sales of Home Insecticides by Category: Value 2020-2025 Table 74 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025