HOME CARE IN TAIWAN Euromonitor International February 2018 LIST OF CONTENTS AND TABLES Executive Summary Home Care Posts Steady Current Value Growth in 2017 Taiwanese Consumers Gradually Moving Towards More Eco-friendly and Natural Home Care Products International Brands Lead Within Home Care, While Domestic Players Try To Maintain Or Break Through in Some Niche Areas Hypermarkets and Supermarkets Continue To Record Value Sales Growth Within Home Care, While Internet Retailing and Warehouse Clubs Hold Significant Positions Growth of Home Care Expected To Accelerate Market Indicators Table 1 Households 2012-2017 Market Data Table 2 Sales of Home Care by Category: Value 2012-2017 Table 3 Sales of Home Care by Category: % Value Growth 2012-2017 Table 4 NBO Company Shares of Home Care: % Value 2013-2017 Table 5 LBN Brand Shares of Home Care: % Value 2014-2017 Table 6 Penetration of Private Label in Home Care by Category: % Value 2012-2017 Table 7 Distribution of Home Care by Format: % Value 2012-2017 Table 8 Distribution of Home Care by Format and Category: % Value 2017 Table 9 Forecast Sales of Home Care by Category: Value 2017-2022 Table 10 Forecast Sales of Home Care by Category: % Value Growth 2017-2022 Sources Summary 1 Research Sources Headlines Prospects Electric Air Fresheners Remains the Largest Category Liquid Air Fresheners Posts the Fastest Growth More Functions May Be Offered Competitive Landscape Farcent Increases Its Share by Extending Product Lines Local Giant Dominates, While Foreign Brands Have Little Influence Internet Retailers, Alongside Health and Beauty Specialist Retailers, Are Showing Their Potential Within Air Care Category Data Table 11 Sales of Air Care by Category: Value 2012-2017 Table 12 Sales of Air Care by Category: % Value Growth 2012-2017 Table 13 Sales of Electric Air Fresheners by Battery Operated vs Plug-in: % Value 2012-2017 Table 14 Sales of Air Care by Fragrance: Value Ranking 2012-2017 Table 15 NBO Company Shares of Air Care: % Value 2013-2017 Table 16 LBN Brand Shares of Air Care: % Value 2014-2017 Table 17 Forecast Sales of Air Care by Category: Value 2017-2022 Table 18 Forecast Sales of Air Care by Category: % Value Growth 2017-2022 Headlines Prospects Continued Decline in Demand for Bleach Consumers Prefer Colour Safe Bleach To Regular Bleach for Laundry Purposes Due To Less Time Being Available Bleach Also Loses Out To Other Replacements Within Surface Care Competitive Landscape Kao (taiwan) Leads Bleach, Backed by Strong Brand Awareness and Lower Prices International Players Dominate Bleach Through Wider Distribution Private Label Has Some Presence in Bleach Category Data Table 19 Sales of Bleach: Value 2012-2017 Table 20 Sales of Bleach: % Value Growth 2012-2017 Table 21 NBO Company Shares of Bleach: % Value 2013-2017 Table 22 LBN Brand Shares of Bleach: % Value 2014-2017 Table 23 Forecast Sales of Bleach: Value 2017-2022 Table 24 Forecast Sales of Bleach: % Value Growth 2017-2022 Headlines Prospects Dishwashing Gradually Moves Towards More-natural and Eco-friendly Products Hand Dishwashing Continues To Be the Largest Category Within Dishwashing Automatic Dishwashing Powder Has A Clear Edge Over Tablets Competitive Landscape Nice Enterprise Co Leads Dishwashing Due Its Strong Presence in Hand Dishwashing International Players Slowly Lose Share To Domestic Competitors Hypermarkets the Leading Distribution Channel for Hand Dishwashing Category Indicators Table 25 Household Possession of Dishwashers 2012-2017 Category Data Table 26 Sales of Dishwashing by Category: Value 2012-2017 Table 27 Sales of Dishwashing by Category: % Value Growth 2012-2017 Table 28 NBO Company Shares of Dishwashing: % Value 2013-2017 Table 29 LBN Brand Shares of Dishwashing: % Value 2014-2017 Table 30 Forecast Sales of Dishwashing by Category: Value 2017-2022 Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2017-2022 Headlines Prospects Home Insecticides Posts Healthy Growth in 2017 Insecticide Baits and Other Home Insecticides Are the Most Dynamic Spray/aerosol Insecticides Remains the Largest Category Competitive Landscape Leader's Position Is Supported by Multiple Product Lines and Brands International Players Slowly Increase Their Shares, While Domestic Players Continue Dominating Home Insecticides Multiple Retailing Channels, Including Warehouse Clubs and Independent Small Grocers, Are Important in Supporting Growth of Home Insecticides Category Data Table 32 Sales of Home Insecticides by Category: Value 2012-2017 Table 33 Sales of Home Insecticides by Category: % Value Growth 2012-2017 Table 34 Sales of Spray/Aerosol Insecticides by Type: % Value 2012-2017 Table 35 NBO Company Shares of Home Insecticides: % Value 2013-2017 Table 36 LBN Brand Shares of Home Insecticides: % Value 2014-2017 Table 37 Forecast Sales of Home Insecticides by Category: Value 2017-2022 Table 38 Forecast Sales of Home Insecticides by Category: % Value Growth 2017-2022 Headlines Prospects Concentrated Liquid Detergents Records the Highest Value Sales Consumers Gradually Switch Towards More Eco-friendly/natural Products Laundry Aids, Spot and Stain Removers and Fabric Softeners Are Regarded As Niche Competitive Landscape Unilever Taiwan Leads Laundry Care With A Wide Portfolio, While Kao (taiwan) Competes Through Extensive Marketing Efforts International Brands Hold More Power, While Domestic Players Focus More on Eco-friendly Features More Private Label Lines Become Available Category Indicators Table 39 Household Possession of Washing Machines 2012-2017 Category Data Table 40 Sales of Laundry Care by Category: Value 2012-2017 Table 41 Sales of Laundry Care by Category: % Value Growth 2012-2017 Table 42 Sales of Laundry Aids by Category: Value 2012-2017 Table 43 Sales of Laundry Aids by Category: % Value Growth 2012-2017 Table 44 Sales of Laundry Detergents by Category: Value 2012-2017 Table 45 Sales of Laundry Detergents by Category: % Value Growth 2012-2017 Table 46 NBO Company Shares of Laundry Care: % Value 2013-2017 Table 47 LBN Brand Shares of Laundry Care: % Value 2014-2017 Table 48 NBO Company Shares of Laundry Aids: % Value 2013-2017 Table 49 LBN Brand Shares of Laundry Aids: % Value 2014-2017 Table 50 NBO Company Shares of Laundry Detergents: % Value 2013-2017 Table 51 LBN Brand Shares of Laundry Detergents: % Value 2014-2017 Table 52 Forecast Sales of Laundry Care by Category: Value 2017-2022 Table 53 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022 Headlines Prospects Polishes Are Not Popular in Taiwan Due To Local Consumption Habits Shoe Polish Registers Current Value Growth, While Furniture Polish Posts A Decline Furniture Polish Continues To Decline in Current Value Terms Competitive Landscape SC Johnson & Son Taiwan Maintains Its Leading Position Within Polishes Local Players Still Fall Behind Overseas Giants Owing To Weaker Brand Awareness Hardly Any Marketing Campaigns Within Polishes Category Data Table 54 Sales of Polishes by Category: Value 2012-2017 Table 55 Sales of Polishes by Category: % Value Growth 2012-2017 Table 56 NBO Company Shares of Polishes: % Value 2013-2017 Table 57 LBN Brand Shares of Polishes: % Value 2014-2017 Table 58 Forecast Sales of Polishes by Category: Value 2017-2022 Table 59 Forecast Sales of Polishes by Category: % Value Growth 2017-2022 Headlines Prospects All Categories Within Surface Care Post Current Value Growth in 2017 Home Care Wipes and Floor Cleaning Systems Registers Faster Growth Than Overall Surface Care Consumers More Prudent When Choosing Surface Care Products Competitive Landscape SC Johnson & Son Taiwan Maintains Its Lead International Players Have An Edge More-natural Direction in Surface Care May Result in the Entrance of More-premium Or Smaller Brands Category Data Table 60 Sales of Surface Care by Category: Value 2012-2017 Table 61 Sales of Surface Care by Category: % Value Growth 2012-2017 Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017 Table 63 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2017 Table 64 NBO Company Shares of Surface Care: % Value 2013-2017 Table 65 LBN Brand Shares of Surface Care: % Value 2014-2017 Table 66 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2013-2017 Table 67 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2017 Table 68 Forecast Sales of Surface Care by Category: Value 2017-2022 Table 69 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022 Headlines Prospects Toilet Care Maintains Healthy Growth in Taiwan Toilet Liquids/foam Records the Strongest Performance In-cistern Devices Less Popular Competitive Landscape SC Johnson & Son Taiwan Leads Toilet Care Toilet Care Is Equally Divided Between International and Domestic Players Private Label and Premium Brands Not Visible in Toilet Care Category Data Table 70 Sales of Toilet Care by Category: Value 2012-2017 Table 71 Sales of Toilet Care by Category: % Value Growth 2012-2017 Table 72 NBO Company Shares of Toilet Care: % Value 2013-2017 Table 73 LBN Brand Shares of Toilet Care: % Value 2014-2017 Table 74 Forecast Sales of Toilet Care by Category: Value 2017-2022 Table 75 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022