Surface care is set to record positive volume and value terms over the forecast period, although this is not set to be as high as during COVID-19. Dominating foreign brands Mr Muscle and Magiclean are expected to launch ongoing innovations to drive growth with Japanese formulas that capture consumer attention.
Despite international players holding more share, domestic brands will aim to increase their positions over the forecast period. Farcent specialises in home care wipes and is the leader in this category.
The outbreak of COVID-19 led consumers to prioritise antibacterial features in home care, and premiumisation might regress slightly under this scenario. As such, manufacturers and retailers are inclined to concentrate more on antibacterial functionality.
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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.
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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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