Home care in 2024: The big picture
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.
2024 key trends
Focusing on hygiene at home persisted amongst Taiwanese households even after the pandemic ended, and this resulted in manufacturers investing in rounds of product development and marketing campaigns to gain traction. For instance, players kept launching liquid detergents with stronger antiviral or deodorant features, and more brands also launched products with such functionalities in toilet care, surface care, and dishwashing.
Competitive landscape
International companies Kao (Taiwan) Corp, Procter & Gamble Taiwan Ltd, and Unilever Taiwan Ltd remained the top three players in home care in Taiwan in retail value terms in 2024, together accounting for a third of sales in a fragmented competitive landscape. Industry leader Kao appeals to consumers via its Attack brand in concentrated powder and liquid detergents, and Magiclean in surface care, consolidating its share through proactive marketing activities across physical channels and social media, and constant product introductions from Japan.
Retailing developments
Retail e-commerce witnessed moderate value sales growth in 2024, although it saw a slight share decline. However, its share remained three times higher than in 2019, pre-pandemic, with the slight decline due to stabilisation.
What next for home care?
Home care in Taiwan is expected to maintain its positive growth trend in retail current value terms in the forecast period, and also return to slow and stable growth in retail volume terms. Although growth is expected across most categories, polishes and bleach are set to maintain their declining trends in volume terms, as consumers turn to other products for cleaning, and change their purchasing habits when it comes to furniture and footwear.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care industry in Taiwan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Air Care
- Bleach
- Dishwashing
- Home Insecticides
- Laundry Care
- Polishes
- Surface Care
- Toilet Care
If you're in the Home Care industry in Taiwan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Home Care in Taiwan report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Home Care in Taiwan?
- Which are the leading brands in Home Care in Taiwan?
- How are products distributed in Home Care in Taiwan?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Home Care in Taiwan
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
DISCLAIMER
Air Care in Taiwan
KEY DATA FINDINGS
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
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
Bleach in Taiwan
KEY DATA FINDINGS
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
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
Dishwashing in Taiwan
KEY DATA FINDINGS
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
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
Home Insecticides in Taiwan
KEY DATA FINDINGS
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
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
Laundry Care in Taiwan
KEY DATA FINDINGS
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
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
Polishes in Taiwan
KEY DATA FINDINGS
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
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
Surface Care in Taiwan
KEY DATA FINDINGS
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
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
Toilet Care in Taiwan
KEY DATA FINDINGS
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
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
The following categories and subcategories are included:
Home Care
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
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- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
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- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
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- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
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- Foggers/Bombs
- In-Home Insect Repellents
- Moth Proofers
- Other Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
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- Colour Safe Laundry Bleach
- Fabric Fresheners
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- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
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- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
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- Standard Powder Detergents
- Concentrated Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Standard Liquid Detergents
- Concentrated Liquid Detergents
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- Standard Powder Detergents
- Standard Liquid Detergents
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- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
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This report originates from Passport, our Home Care research and analysis database.
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