As it is not regarded as a top option for household cleaning, bleach is set to maintain retail volume decline in Taiwan in the early forecast period, although it is expected to return to slow and stable growth later in the forecast period, with fairly stable sales over the forecast period overall. Smaller pack sizes might register higher growth, as consumption moderates after the pandemic, and as these have a lower retail price, and are more portable.
In addition to Wonderful from Kao, and Bai Lan from Unilever, Lan Bao from Lion, and Clorox from Victory Appliances are all international brands in bleach, which are well distributed, with diverse formats in all channels. Therefore, there remains limited space for domestic players.
Many Taiwanese consumers find the odour of bleach unpleasant, leading some to stop using it for general cleaning. There are numerous products which perform similar functions to bleach which can replace it for cleaning bathrooms, floors and tiles, which smell more pleasant.
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Understand the latest market trends and future growth opportunities for the Bleach 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.
If you're in the Bleach 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.
Chlorine based products that are designed for general domestic cleaning purposes. Only products that are clearly labelled as bleach are included, while bleach-based cleaners, which are primarily marketed as any of the other surface or toilet cleaning products (as included within the surface care and toilet care sectors) are excluded. This sector should also include chlorine based laundry bleach, although not colour safe laundry bleach (which is included in the laundry aids subsector).
See all of our definitionsThis report originates from Passport, our Bleach research and analysis database.
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