Air care in Taiwan is expected to maintain its increasing trend in both retail volume and current value terms over the forecast period, as consumers value self-care and an attractive home environment. Due to its dominance, strategic moves by the leading player Farcent will largely impact the overall category.
Farcent is a local player, and therefore with its dominance, local players continued to account for the majority of share in the review period, and this is expected to continue in the forecast period. The strength of local brands can be attributed to their familiarity with local consumption culture, reasonable prices, and marketing campaigns in supermarkets.
Retail e-commerce maintained growth in its value share and sales in 2024, accounting for approaching a third of value sales in air care, and is anticipated to keep growing further in the forecast period, due to consolidation of the move towards shopping online. The light weight of air care products means delivery costs tend not to be high, leading consumers to opt to purchase online.
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Air Care
This report originates from Passport, our Air Care research and analysis database.
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