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Report
Beauty and Personal Care in Taiwan
Market Direction I 2022-05-09 I 141 Pages I Euromonitor
2021 was a year of great change for Taiwan. The pandemic finally broke through the countrys measures to contain COVID-19, with mid-May seeing the country enter Alert Level 3 that lasted for two and a half months before being lowered to Alert Level 2. Therefore, up until the end of 2021, Taiwan remained in a state of tension, subduing the overall demand for beauty and personal care. However, many new opportunities emerged during the year, with categories recording mixed performances. Home seclus...
Euromonitor International's Beauty and Personal Care 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 2017-2021, allowing you to identify the sectors driving growth. Forecasts to 2026 illustrate how the market is set to change.
Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun 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 Beauty and Personal Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the markets major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.
Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.
Beauty and Personal Care in Taiwan
Euromonitor International
May 2022
List Of Contents And Tables
BEAUTY AND PERSONAL CARE IN TAIWAN
EXECUTIVE SUMMARY
Beauty and personal care in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for beauty and personal care?
CHART 1 Beauty and Personal Care Value Sales Growth Scenarios: 2019-2026
CHART 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2019-2026
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2016-2021
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2018-2021
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2016-2021
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2016-2021
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2021
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2021-2026
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN TAIWAN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Value sales in overall mass beauty and personal care are flat with mixed performances
Drugstores partner with delivery platform operators to launch home delivery services and boost sales
Consumer demand for mass skin care soars, with a further switch to online shopping
PROSPECTS AND OPPORTUNITIES
Store-based retailing will remain important, leading to further expansion of outlets and improving the consumer experience
Growth through drugstores will be driven by further ageing of Taiwanese population
Taiwanese ingredients can provide local brands with opportunity to create unique selling point
CATEGORY DATA
Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2016-2021
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2017-2021
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2018-2021
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2021-2026
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2021-2026
PREMIUM BEAUTY AND PERSONAL CARE IN TAIWAN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Stronger growth observed in Q4, in line with waning impact of pandemic and department store promotions
Cross-industry collaborations to strengthen brand image
Premium brands run promotions on social media platforms to increase interaction with consumers during pandemic
PROSPECTS AND OPPORTUNITIES
Virtual cosmetic trials target customisation and personalisation in line with further development of AI and AR technology
Bricks-and-mortar beauty specialists are expanding to increase share and reach out to younger generations
Premium brands focus on sustainability as consumer awareness increases
CATEGORY DATA
Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2016-2021
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2017-2021
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2018-2021
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2021-2026
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2021-2026
BABY AND CHILD-SPECIFIC PRODUCTS IN TAIWAN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Despite lower demand, the trend towards higher prices supports value sales
E-commerce retains relevance as alternative distribution channel for baby and child-specific products
Johnsons Baby remains leading brand in baby and child-specific products due to affordable pricing
PROSPECTS AND OPPORTUNITIES
Increasing focus on sustainable products
Physical stores that provide a one-stop shopping experience are gaining preference among local parents
Baby wipes warmers set to attract further attention
CATEGORY DATA
Table 23 Sales of Baby and Child-specific Products by Category: Value 2016-2021
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2016-2021
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2016-2021
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2017-2021
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2018-2021
Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2018-2021
Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2018-2021
Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2018-2021
Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2021-2026
Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2021-2026
Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2021-2026
BATH AND SHOWER IN TAIWAN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Consumers pay greater attention to personal hygiene during pandemic
Increasing focus on hand sanitisers with antibacterial and moisturising features due to high frequency of handwashing during pandemic
Body wash/shower gel producers attract consumers attention by collaborating with animation and gaming brands to launch limited editions
PROSPECTS AND OPPORTUNITIES
Further demand for relaxing bath products using fragrance and aromatherapy due to increasingly stressful lifestyles
Gentle handwash with natural ingredients are becoming a household necessity
All-in-one cleansing products are being enhanced to meet increasingly diverse needs
CATEGORY DATA
Table 34 Sales of Bath and Shower by Category: Value 2016-2021
Table 35 Sales of Bath and Shower by Category: % Value Growth 2016-2021
Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2016-2021
Table 37 NBO Company Shares of Bath and Shower: % Value 2017-2021
Table 38 LBN Brand Shares of Bath and Shower: % Value 2018-2021
Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2018-2021
Table 40 Forecast Sales of Bath and Shower by Category: Value 2021-2026
Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2021-2026
Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2021-2026
COLOUR COSMETICS IN TAIWAN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Compulsory use of face masks increases the demand for setting spray and powder
2021 cosmetic trends: More natural look is the focus
The new focus of lip products behind face masks
PROSPECTS AND OPPORTUNITIES
Greater attention being paid to eco-friendly colour cosmetics
Waterless technology is changing the future trend of colour cosmetics
Personalised services and products will be key for brands to maintain competitiveness and influence
CATEGORY DATA
Table 43 Sales of Colour Cosmetics by Category: Value 2016-2021
Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2016-2021
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2017-2021
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2018-2021
Table 47 LBN Brand Shares of Eye Make-up: % Value 2018-2021
Table 48 LBN Brand Shares of Facial Make-up: % Value 2018-2021
Table 49 LBN Brand Shares of Lip Products: % Value 2018-2021
Table 50 LBN Brand Shares of Nail Products: % Value 2018-2021
Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2018-2021
Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2021-2026
Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2021-2026
DEODORANTS IN TAIWAN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Further low decline in demand for deodorants during home seclusion
Popularity of antiperspirants containing aluminium, the key inhibiting ingredient
Rexona and Nivea remain leading brands in deodorants
PROSPECTS AND OPPORTUNITIES
Deodorants with organic certification are beginning to emerge as more natural and gentle options
Deodorants will face long-term challenges as wide range of natural options become available
Deodorant sprays could be challenged by rising health awareness
CATEGORY DATA
Table 54 Sales of Deodorants by Category: Value 2016-2021
Table 55 Sales of Deodorants by Category: % Value Growth 2016-2021
Table 56 Sales of Deodorants by Premium vs Mass: % Value 2016-2021
Table 57 NBO Company Shares of Deodorants: % Value 2017-2021
Table 58 LBN Brand Shares of Deodorants: % Value 2018-2021
Table 59 LBN Brand Shares of Premium Deodorants: % Value 2018-2021
Table 60 Forecast Sales of Deodorants by Category: Value 2021-2026
Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2021-2026
Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2021-2026
DEPILATORIES IN TAIWAN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Pandemic has limited impact on sales of depilatories
Hair removal creams starting to emerge as an alternative option to shaving
Edgewell Personal Care Taiwan Ltd retains dominance of depilatories in 2021
PROSPECTS AND OPPORTUNITIES
Depilatories offers potential for greater development and segmentation
Increasing popularity of at-home hair removal devices can reduce demand for depilatories
Greater price pressure comes from a wider range of alternative depilation options
CATEGORY DATA
Table 63 Sales of Depilatories by Category: Value 2016-2021
Table 64 Sales of Depilatories by Category: % Value Growth 2016-2021
Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2017-2021
Table 66 NBO Company Shares of Depilatories: % Value 2017-2021
Table 67 LBN Brand Shares of Depilatories: % Value 2018-2021
Table 68 Forecast Sales of Depilatories by Category: Value 2021-2026
Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2021-2026
FRAGRANCES IN TAIWAN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Department stores remains important distribution channel for premium fragrances
Niche fragrances attract local consumers are searching for differentiation
Fragrance body oils that moisturise the skin are gaining in popularity
PROSPECTS AND OPPORTUNITIES
Unisex fragrances are becoming increasingly popular in Taiwan, expanding consumer reach
Increasing focus on 100% vegan fragrances
Major brands increasingly target Generation Z
CATEGORY DATA
Table 70 Sales of Fragrances by Category: Value 2016-2021
Table 71 Sales of Fragrances by Category: % Value Growth 2016-2021
Table 72 NBO Company Shares of Fragrances: % Value 2017-2021
Table 73 LBN Brand Shares of Fragrances: % Value 2018-2021
Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2018-2021
Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2018-2021
Table 76 Forecast Sales of Fragrances by Category: Value 2021-2026
Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2021-2026
HAIR CARE IN TAIWAN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Consumers pay greater attention to essential hair care than styling products
Colourants proves popular in line with home salons
Demand for hair masks rises during home seclusion
PROSPECTS AND OPPORTUNITIES
Waterless beauty is the next frontier in hair care
Heightened awareness of sustainability set to lead to greater development of shampoo bars
Development of new conditioners and treatments likely to feature more natural or active ingredients
CATEGORY DATA
Table 78 Sales of Hair Care by Category: Value 2016-2021
Table 79 Sales of Hair Care by Category: % Value Growth 2016-2021
Table 80 Sales of Hair Care by Premium vs Mass: % Value 2016-2021
Table 81 NBO Company Shares of Hair Care: % Value 2017-2021
Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2017-2021
Table 83 LBN Brand Shares of Hair Care: % Value 2018-2021
Table 84 LBN Brand Shares of Colourants: % Value 2018-2021
Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2018-2021
Table 86 LBN Brand Shares of Styling Agents: % Value 2018-2021
Table 87 LBN Brand Shares of Premium Hair Care: % Value 2018-2021
Table 88 Forecast Sales of Hair Care by Category: Value 2021-2026
Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2021-2026
Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2021-2026
MEN'S GROOMING IN TAIWAN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Limited demand for razors as Father's Day gift due to pandemic
Premium men's fragrances buck the declining trend in 2021
Major razor brands attempt to stimulate sales through cross-industry partnerships
PROSPECTS AND OPPORTUNITIES
Foundation for men set to see strong growth as males pay greater attention to appearance
Taiwanese brands seek to appeal with locally-adapted products and marketing strategies
Automatic razor cleaning product set to become increasingly influential as an accessory
CATEGORY DATA
Table 91 Sales of Mens Grooming by Category: Value 2016-2021
Table 92 Sales of Mens Grooming by Category: % Value Growth 2016-2021
Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2018-2021
Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2018-2021
Table 95 NBO Company Shares of Mens Grooming: % Value 2017-2021
Table 96 LBN Brand Shares of Mens Grooming: % Value 2018-2021
Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2018-2021
Table 98 Forecast Sales of Mens Grooming by Category: Value 2021-2026
Table 99 Forecast Sales of Mens Grooming by Category: % Value Growth 2021-2026
ORAL CARE IN TAIWAN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Demand for oral care remains stable due to hygiene awareness
Water flossers becoming essential tool for oral care routines
Rising oral health awareness leads to higher electric toothbrush sales
PROSPECTS AND OPPORTUNITIES
Greater segmentation as functional toothpaste becomes the new choice for daily oral care
Demand for mouthwashes/dental rinses to remain high
Premium toothpaste brands set to lead the luxury trend
CATEGORY DATA
Table 100 Sales of Oral Care by Category: Value 2016-2021
Table 101 Sales of Oral Care by Category: % Value Growth 2016-2021
Table 102 Sales of Toothbrushes by Category: Value 2016-2021
Table 103 Sales of Toothbrushes by Category: % Value Growth 2016-2021
Table 104 Sales of Toothpaste by Type: % Value Breakdown 2017-2021
Table 105 NBO Company Shares of Oral Care: % Value 2017-2021
Table 106 LBN Brand Shares of Oral Care: % Value 2018-2021
Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2018-2021
Table 108 LBN Brand Shares of Toothpaste: % Value 2018-2021
Table 109 Forecast Sales of Oral Care by Category: Value 2021-2026
Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2021-2026
Table 111 Forecast Sales of Toothbrushes by Category: Value 2021-2026
Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2021-2026
SKIN CARE IN TAIWAN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Enhanced techniques for skin care in the context of global pandemic
Skin care containing antioxidants are becoming increasingly popular
Acne treatments sees higher sales due to prolonged wearing of face masks
PROSPECTS AND OPPORTUNITIES
Natural and simple vegan skin care set to become increasingly influential
Clean beauty is becoming influential, with major brands likely to join the movement
Beauty brands and direct sales companies use digital solutions to increase customer loyalty
CATEGORY DATA
Table 113 Sales of Skin Care by Category: Value 2016-2021
Table 114 Sales of Skin Care by Category: % Value Growth 2016-2021
Table 115 NBO Company Shares of Skin Care: % Value 2017-2021
Table 116 LBN Brand Shares of Skin Care: % Value 2018-2021
Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2018-2021
Table 118 LBN Brand Shares of Anti-agers: % Value 2018-2021
Table 119 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2018-2021
Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2018-2021
Table 121 LBN Brand Shares of Premium Skin Care: % Value 2018-2021
Table 122 Forecast Sales of Skin Care by Category: Value 2021-2026
Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2021-2026
SUN CARE IN TAIWAN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Sales remain impacted by home seclusion but new demands are influenced by changing lifestyles
Refreshing, brightening, and finishing effects have become the focus of consumers choosing sun care
Ocean-friendly sun protection gaining attention due to increasing awareness
PROSPECTS AND OPPORTUNITIES
Aftersun with daily skin care properties has potential to emerge
Increasing awareness of harmful exposure to digital screens set to boost demand for anti-blue light function in sun care
Humidity, strong sunlight and drastic climate change to boost demand for sun protection for sensitive skin
CATEGORY DATA
Table 124 Sales of Sun Care by Category: Value 2016-2021
Table 125 Sales of Sun Care by Category: % Value Growth 2016-2021
Table 126 NBO Company Shares of Sun Care: % Value 2017-2021
Table 127 LBN Brand Shares of Sun Care: % Value 2018-2021
Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2018-2021
Table 129 Forecast Sales of Sun Care by Category: Value 2021-2026
Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2021-2026
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