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Bath and Shower in Taiwan

Taiwan bath products market: Nice Enterprise a leading player during 2012

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2014-01-24 23:09:03 - Bath and Shower in Taiwan - a new market research report on

International companies dominate bath and shower in Taiwan, however there are several notable local players including Nice Enterprise Co Ltd and Mekelong Chemical Industry Co Ltd. Bath and shower in Taiwan is very competitive with low consumer loyalty. Consumers are easily tempted by the smell and fragrance of the products and price. Promotional activity remains very important, and leading players with their financial resources are able to finance both constant new development and strong promotional campaigns.

Demand for body wash/shower gel, the largest product category in bath and shower, was steady in 2012. It had over 57% share of total sales in 2012. Manufacturers in this area continued to develop products that explore fragrances. At the same time companies focused on



improving the overall showering experience with the aim of creating a product that does not feel sticky or is not too drying and is both refreshing in summer and moisturising in winter.

The overall bath and shower market is very well developed in Taiwan in volume terms. Space for growth remains in some areas such as liquid soap and intimate washes. However, companies are likely to focus on increasing product development to push up unit prices, as well as promotional activities to combat rivals. As a daily essential item, consumers are likely to remain price-sensitive to bath and shower products and price discounting will likely remain a key strategy to attract consumers.

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Mike King
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