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Sustainability and Health Trends Drive Sales Growth
Home care in Taiwan experienced steady growth in 2025, driven by moderate economic growth, stable disposable incomes, and a strong focus on sustainability and health trends. The median disposable income per household reached TWD1,154,551, supporting consumer spending on quality products. Sustainability and health trends significantly influence product innovation and purchase patterns, with consumers prioritising eco-friendly, refillable, and biodegradable products, as well as health-conscious solutions. Laundry care remains the largest subcategory, with a retail volume of 102,748 tonnes and a slight growth of 0.3% in 2025. The market is expected to maintain its positive growth trend, reaching a CAGR of 4% to TWD24,464 million by 2030, driven by increasing demand for eco-friendly and health-conscious products.
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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
Sustainability and Health Trends Drive Sales Growth
Key Data Insights
Chart 1 Key Industry Trends for Home Care
Sustainability and Health Trends Drive Sales Growth
Laundry Care Dominates Market Share with Evolving Formats
Sustainability Drives Innovation and Consumer Behaviour
Chart 2 Taiwan Deploys Smart Refill Stations for Plastic-Free Detergent Dispensing
Chart 3 Value Sales of Home Care 2020-2030
Chart 4 Volume Sales of Home Care 2020-2030
Chart 5 Value Sales of Home Care by Category 2025
Eco-Friendly Products and Multifunctionality Drive Future Growth
Laundry Care Remains Largest Subcategory with Stable Demand
Sustainability and Health Trends Shape Future Business Strategies
Chart 6 Forecast Value Sales of Home Care 2020-2030
Chart 7 Forecast Value Sales of Home Care by Category 2025-2030
Top Brands Maintain Lead through Innovation and Distribution
Reckitt's Divestment Reshapes Competitive Landscape
Sustainable and Health-Focused Innovations Drive Growth
Chart 8 Clorox Ecoclean Launches Plant-Based Surface Cleaners in Taiwan
Innovative Formats and Distribution Channels Enhance Convenience
Chart 9 Goodscare Expands Gc Clean! Mini Dishwasher Tabs into Taiwan Retail in 2025
Chart 10 Company Shares of Home Care 2025
Chart 11 Brand Shares of Home Care 2025
Supermarkets Lead, E-Commerce Gains Traction
Non-Grocery Etailers and E-Commerce Drive Change
Chart 12 Retail Channels for Home Care 2020-2025
Chart 13 Economic Context for Home Care
Chart 14 Real GDP Growth 2020-2030
Chart 15 Inflation 2020-2030
Chart 16 Consumer Context for Home Care
Chart 17 Population 2020-2030
Chart 18 Consumer Expenditure 2020-2030
Chart 19 Population by Generation 2025
Air Care in Taiwan
Key Data Insights
Farcent and Cocodor Drive Premium and Sustainable Air Care Solutions
Chart 20 Key Industry Trends for Air Care
Farcent and Cocodor Drive Premium and Sustainable Air Care Solutions
Chart 21 Farcent Launches New Odor Eliminating Spray Range Supporting the Health and Wellness Trend
Spray and Aerosol Formats Dominate Air Care Sales
Sustainability Drives Growth in Liquid Air Fresheners
Chart 22 Cocodor Expands Premium Range with Black Edition Diffuser Launch
Chart 23 Value Sales of Air Care 2020-2030
Chart 24 Volume Sales of Air Care 2020-2030
Chart 25 Value Sales of Air Care by Category 2025
Farcent and Cocodor Lead Sustainable and Premium Air Care
Liquid Air Fresheners Lead Growth with Sustainable Innovations
Sustainability and Personalisation Drive Future Air Care Trends
Chart 26 Forecast Value Sales of Air Care 2020-2030
Chart 27 Forecast Value Sales of Air Care by Category 2025-2030
Farcent and Cocodor Consolidate Market Share through Innovation
Chart 28 Analyst Insight for Air Care
Chart 29 Cocodor Launches Eco-Friendly Refill System to Support Sustainability in Air Care
Aromate Emerges as a Strong Competitor through Sustainability
Chart 30 Company Shares of Air Care 2025
Chart 31 Brand Shares of Air Care 2025
Retail E-Commerce Emerges as Leading Distribution Channel Driven by Convenience
Retail E-Commerce Experiences Significant Growth Due to Consumer Convenience
Sustainability and Premiumisation Drive Trends in Distribution Channels
Chart 32 Retail Channels for Air Care 2020-2025
Chart 33 Economic Context for Air Care
Chart 34 Real GDP Growth 2020-2030
Chart 35 Inflation 2020-2030
Chart 36 Consumer Context for Air Care
Chart 37 Population 2020-2030
Chart 38 Consumer Expenditure 2020-2030
Chart 39 Population by Generation 2025
Bleach in Taiwan
Key Data Insights
Health and Wellness Drives Demand for Safer Bleach Formulations
Chart 40 Key Industry Trends for Bleach
Health and Wellness Drives Demand for Safer Bleach Formulations
Established Brands Lead Bleach Sales through Trusted Safety Claims
Chart 41 Clorox Taiwan Highlights Safety & Environment in Bleach Messaging
Chart 42 Value Sales of Bleach 2020-2030
Chart 43 Volume Sales of Bleach 2020-2030
Leading Brands Capitalise on Safety and Convenience
Established Brands Dominate with Trusted Safety Claims
Shifting Consumer Preferences Drive Future Trends
Chart 44 Forecast Value Sales of Bleach 2020-2030
Kao and Clorox Drive Market Share through Trusted Brands
Chart 45 Analyst Insight for Bleach
No Significant Mergers or Acquisitions or New Launches
Chart 46 Company Shares of Bleach 2025
Chart 47 Brand Shares of Bleach 2025
Supermarkets Dominate Bleach Sales with Trusted Retail Chains
Retail E-Commerce Gains Traction with Convenience and Promotions
No Emerging Retail Brands or Concepts Expected in 2026
Chart 48 Retail Channels for Bleach 2020-2025
Chart 49 Economic Context for Bleach
Chart 50 Real GDP Growth 2020-2030
Chart 51 Inflation 2020-2030
Chart 52 Consumer Context for Bleach
Chart 53 Population 2020-2030
Chart 54 Consumer Expenditure 2020-2030
Chart 55 Population by Generation 2025
Dishwashing in Taiwan
Key Data Insights
Convenience and Sustainability Drive Sales of Compact Formats
Chart 56 Key Industry Trends for Dishwashing
Convenience and Sustainability Drive Sales of Compact Formats
Format Innovation Meets Sustainability and Convenience Needs
Chart 57 Goodscare Expands Gc Clean! Mini Dishwasher Tabs into Taiwan Retail in 2025
Sustainability Becomes Key Differentiator in Product Choice
Chart 58 Value Sales of Dishwashing 2020-2030
Chart 59 Volume Sales of Dishwashing 2020-2030
Chart 60 Value Sales of Dishwashing by Category 2025
Consumers Prioritise Eco-Friendliness and Convenience
Automatic Dishwashing to Outpace Hand Dishwashing Growth
E-Commerce Drives Sales through Digital Strategies
Chart 61 Forecast Value Sales of Dishwashing 2020-2030
Chart 62 Forecast Value Sales of Dishwashing by Category 2025-2030
Leading Brands Maintain Lead through Innovation and Sustainability
Chart 63 Analyst Insight for Dishwashing
Stable Competitive Landscape with No Major Mergers or New Launches
Quick Wash Solutions Gain Traction among Busy Households
Chart 64 Finish Quantum Ultimate Tablets Enhance Quick Wash Performance in Taiwan
Chart 65 Company Shares of Dishwashing 2025
Chart 66 Brand Shares of Dishwashing 2025
Supermarkets and Retail E-Commerce Lead Dishwashing Sales
E-Commerce Gains Traction with Digital Strategies and Convenience
Chart 67 Retail Channels for Dishwashing 2020-2025
Chart 68 Economic Context for Dishwashing
Chart 69 Real GDP Growth 2020-2030
Chart 70 Inflation 2020-2030
Chart 71 Consumer Context for Dishwashing
Chart 72 Population 2020-2030
Chart 73 Consumer Expenditure 2020-2030
Chart 74 Population by Generation 2025
Home Insecticides in Taiwan
Key Data Insights
Safer Solutions Drive Growth in Pest Control Products
Chart 75 Key Industry Trends for Home Insecticides
Safer Solutions Drive Growth in Pest Control Products
Spray and Aerosol Formats Dominate Pest Control Sales
Crocodile Leads the Way with Low-Toxicity Ant Gel Bait
Chart 76 Crocodile Introduces Low-Toxicity Ant Gel Bait Reflecting Health-Focused Pest Control
Chart 77 Value Sales of Home Insecticides 2020-2030
Chart 78 Volume Sales of Home Insecticides 2020-2030
Chart 79 Value Sales of Home Insecticides by Category 2025
Safer and Convenient Solutions Drive Future Growth
Spray/Aerosol Insecticides Maintain Dominance
Innovation and E-Commerce Drive Business Growth
Chart 80 Forecast Value Sales of Home Insecticides 2020-2030
Chart 81 Forecast Value Sales of Home Insecticides by Category 2025-2030
Leading Brands Maintain Dominance through Innovation and Trust
Chart 82 Analyst Insight for Home Insecticides
No Significant Mergers or New Entrants Disrupt Market
Chart 83 Company Shares of Home Insecticides 2025
Chart 84 Brand Shares of Home Insecticides 2025
Supermarkets Retain Lead in Home Insecticides Sales
Retail E-Commerce Gains Traction in Home Insecticides
Chart 85 Retail Channels for Home Insecticides 2020-2025
Chart 86 Economic Context for Home Insecticides
Chart 87 Real GDP Growth 2020-2030
Chart 88 Inflation 2020-2030
Chart 89 Consumer Context for Home Insecticides
Chart 90 Population 2020-2030
Chart 91 Consumer Expenditure 2020-2030
Chart 92 Population by Generation 2025
Laundry Care in Taiwan
Key Data Insights
Henkel and Municipalities Drive Sustainable Laundry Practices
Chart 93 Key Industry Trends for Laundry Care
Henkel and Municipalities Drive Sustainable Laundry Practices
Laundry Detergents Dominate Market Share with Premium Offerings
Premiumisation and Sustainability Fuel Laundry Care Growth
Chart 94 Taiwan Deploys Smart Refill Stations for Plastic-Free Detergent Dispensing
Chart 95 Value Sales of Laundry Care 2020-2030
Chart 96 Volume Sales of Laundry Care 2020-2030
Chart 97 Value Sales of Laundry Care by Category 2025
Premium and Sustainable Products Drive Future Growth
Laundry Detergents Remains Largest Subcategory with Continued Growth
International Brands Lead with Innovation and Sustainability
Chart 98 Forecast Value Sales of Laundry Care 2020-2030
Chart 99 Forecast Value Sales of Laundry Care by Category 2025-2030
Leading Brands Maintain Dominance through Innovation and Sustainability
Chart 100 Henkel Enhances Persil Sensitive Line with Concentrated Formulas for Sensitive Skin Consumers
Chart 101 Analyst Insight for Dishwashing
Opportunities Arise From Sustainability and Premiumisation Trends
Chart 102 Company Shares of Laundry Care 2025
Chart 103 Brand Shares of Laundry Care 2025
Supermarkets and E-Commerce Drive Laundry Care Sales
Retail E-Commerce Gains Traction with Competitive Pricing
No New Retail Concepts Anticipated to Emerge in 2026
Chart 104 Retail Channels for Laundry Care 2020-2025
Chart 105 Economic Context for Laundry Care
Chart 106 Real GDP Growth 2020-2030
Chart 107 Inflation 2020-2030
Chart 108 Consumer Context for Laundry Care
Chart 109 Population 2020-2030
Chart 110 Consumer Expenditure 2020-2030
Chart 111 Population by Generation 2025
Polishes in Taiwan
Key Data Insights
Eco-Friendly Products Gain Traction Amid Declining Sales
Chart 112 Key Industry Trends for Polishes
Eco-Friendly Products Gain Traction Amid Declining Sales
Furniture Polish Dominates Market Share
Sustainability Drives Innovation and Market Share Shifts
Chart 113 Rewood and Natural Beeswax Wood Polishes Expand Eco Portfolio in Taiwan in 2025
Chart 114 Value Sales of Polishes 2020-2030
Chart 115 Volume Sales of Polishes 2020-2030
Chart 116 Value Sales of Polishes by Category 2025
Growing Demand for Eco-Friendly Polish Formulations
Furniture Polish Maintains Dominant Position Despite Decline
Eco-Friendly Trends Drive Innovation and Market Share Changes
Chart 117 Forecast Value Sales of Polishes 2020-2030
Chart 118 Forecast Value Sales of Polishes by Category 2025-2030
SC Johnson & Son Taiwan Maintains Market Dominance
Chart 119 Analyst Insight for Polishes
Chart 120 Company Shares of Polishes 2025
Chart 121 Brand Shares of Polishes 2025
Supermarkets Lead Distribution Channels with E-Commerce Growth
E-Commerce Emerges as Fastest Growing Distribution Channel
Sustainability Drives Trends and E-Commerce Growth
Chart 122 Retail Channels for Polishes 2020-2025
Chart 123 Economic Context for Polishes
Chart 124 Real GDP Growth 2020-2030
Chart 125 Inflation 2020-2030
Chart 126 Consumer Context for Polishes
Chart 127 Population 2020-2030
Chart 128 Consumer Expenditure 2020-2030
Chart 129 Population by Generation 2025
Surface Care in Taiwan
Key Data Insights
Kao Taiwan Drives Eco-Friendly Packaging Initiatives
Chart 130 Key Industry Trends for Surface Care
Kao Taiwan Drives Eco-Friendly Packaging Initiatives
Chart 131 Kao Taiwan Achieves 90% Recycled Pet Use in Surface Care Products by 2025
Health-Conscious Consumers Drive Demand for Premium Products
Chart 132 Clorox Ecoclean Launches Plant-Based Surface Cleaners in Taiwan
Surface Care Subcategories: Largest and Most Dynamic
Chart 133 Value Sales of Surface Care 2020-2030
Chart 134 Volume Sales of Surface Care 2020-2030
Chart 135 Value Sales of Surface Care by Category 2025
Consumers Prioritise Hygiene and Eco-Friendly Surface Care
Home Care Disinfectants Drive Growth in Surface Care
Eco-Friendly Packaging and Premiumisation Shape Surface Care Future
Chart 136 Forecast Value Sales of Surface Care 2020-2030
Chart 137 Forecast Value Sales of Surface Care by Category 2025-2030
Leading Brands Maintain Grip through Innovation and Sustainability
Chart 138 Analyst Insight for Surface Care
Mergers and Acquisitions Reshape Competitive Landscape
Sustainability and Health Drive Innovation in Cleaning Solutions
Innovative Product Launches Meet Consumer Demands
Chart 139 Company Shares of Surface Care 2025
Chart 140 Brand Shares of Surface Care 2025
Supermarkets and Retail E-Commerce Lead Surface Care Sales
Retail E-Commerce Drives Growth with Convenience and Variety
Chart 141 Retail Channels for Surface Care 2020-2025
Chart 142 Economic Context for Surface Care
Chart 143 Population 2020-2030
Chart 144 Consumer Expenditure 2020-2030
Chart 145 Population by Generation 2025
Chart 146 Consumer Context for Surface Care
Chart 147 Population 2020-2030
Chart 148 Inflation 2020-2030
Toilet Care in Taiwan
Key Data Insights
Trusted Brands Drive Growth with Health-Focused Innovations
Chart 149 Key Industry Trends for Toilet Care
Trusted Brands Drive Growth with Health-Focused Innovations
Premium Products Dominate Sales with Superior Performance
Health and Wellness Drive Innovation and Category Growth
Chart 150 Value Sales of Toilet Care 2020-2030
Chart 151 Volume Sales of Toilet Care 2020-2030
Chart 152 Value Sales of Toilet Care by Category 2025
Consumers Prioritise Hygiene and Premium Products
Toilet Liquids/Foam Drives Sales with Strong Consumer Preference
Premiumisation and E-Commerce Shape the Future of Toilet Care
Chart 153 Forecast Value Sales of Toilet Care 2020-2030
Chart 154 Forecast Value Sales of Toilet Care by Category 2025-2030
Leading Brands Strengthen Grip with Innovation and Trust
Chart 155 Analyst Insight for Toilet Care
No Significant Mergers or New Product Launches Expected
Chart 156 Company Shares of Toilet Care 2025
Chart 157 Brand Shares of Toilet Care 2025
Supermarkets Lead Toilet Care Sales with Convenience
Retail E-Commerce Grows as a Significant Distribution Channel
Chart 158 Retail Channels for Toilet Care 2020-2025
Chart 159 Economic Context for Toilet Care
Chart 160 Real GDP Growth 2020-2030
Chart 161 Inflation 2020-2030
Chart 162 Consumer Context for Toilet Care
Chart 163 Population 2020-2030
Chart 164 Consumer Expenditure 2020-2030
Chart 165 Population by Generation 2025
Country Reports Disclaimer
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.
See all of our definitions
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This report originates from Passport, our Home Care research and analysis database.
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