Surface care in Taiwan is expected to continue its positive growth trend in retail current value terms over the forecast period, as demand for products to maintain hygiene in the home is expected to be maintained even though concerns about infection have eased. The leading international brands Mr Muscle and Magiclean are expected to launch more products either in new categories or new formats, with their Japanese formulations capturing more consumers.
Despite international brands holding leading shares, domestic brands are anticipated to keep fighting to capture more share. Farcent specialises in home care wipes and floor cleaning systems, and is expected to remain the leader in this category in the forecast period, consolidating its share due to more new product launches.
The pandemic pushed Taiwanese consumers to make antibacterial a top feature, and a priority when choosing home care products, and although the pandemic is over, this demand has remained in surface care. Considering this, manufacturers and retailers are likely to continue to concentrate on products emphasising antibacterial functionality, as well as products at more affordable prices, especially due to continued higher usage frequency compared with pre-pandemic.
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Understand the latest market trends and future growth opportunities for the Surface Care 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.
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Surface Care
This is the aggregation of multi-purpose, bathroom, oven , kitchen, window/glass, and floor cleaners, descalers, drain openers, scouring agents, household antiseptics and wipes.
See all of our definitionsThis report originates from Passport, our Surface Care research and analysis database.
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