Laundry care in Taiwan is set to see low growth in retail volume terms throughout the forecast period, along with stronger growth in retail current value terms. Most categories are expected to see value growth, except bar detergents, as consumers have long been gradually moving to other formats in laundry care.
International brands such as Attack, Ariel, and Persil, will continue to lead over local players in laundry care in the forecast period, due to their exclusive laundry tech, long-term trust in imported brands, and continuous innovation in this mature category. The leading laundry care brand, Kao’s Attack, constantly introduces new products from Japan, whereas Ariel uses constant rounds of promotion to market made-in-Japan products; these are two examples of the strong influence of Japanese brands amongst Taiwanese consumers.
Consumption polarisation continued in Taiwan in 2024. Restricted by limited water and electricity resources in Taiwan, especially after the huge water insufficiency crisis since 2021, alongside the intense competition, specifically in concentrated liquid detergents, many manufacturers have been proactively marketing their exclusive value-added product features.
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Understand the latest market trends and future growth opportunities for the Laundry Care industry in Taiwan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Laundry Care
This is the aggregation of laundry detergents, fabric softeners, carpet cleaners and laundry aids.
See all of our definitionsThis report originates from Passport, our Laundry Care research and analysis database.
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