Household Consumer Goods  

Taiwan

Overview                             

 

                                        2004                2005              2006 (estimated)

Total Market Size          $3,171            $3,665            $3,611

Total Local Production    4,385               5,305             5,348

Total Exports                   2,580               3,183             3,209

Total Imports                   1,366               1,543             1,472

Imports from the U.S.      206.8                   226               249

Notes:  Figures are in millions of USD.  The exchange rates (1USD=NTD) were NT$33.48 for 2004, NT$32.15 for 2005, and NT$32.50 for 2006 (estimated).  The statistics are unofficial estimates.

 

In recent years the market size for household consumer goods in Taiwan was approximately US$3.6 billion, with about 40% of the demand supplied by imports.  Estimated imports of household consumer goods in 2006 amounted to US$1.47 billion.

 

With increasing living standards and per capita income of US$15,000, many household consumer goods are seen as daily necessities for residents of Taiwan.  In general, local consumers for household consumer goods are either price-oriented or quality-oriented. The local production of household consumer goods in recent years amounted to US$5.3 billion. Local production supplied around 60% of the local demand, mainly for low to medium-end household consumer products.

 

Local consumers for high-end household consumer goods are brand and quality oriented.  Good design, function and performance are important factors when selling to these consumers. The high-end household consumer goods in Taiwan have mainly come from the United States, Japan and European countries.

 

The competition for U.S. suppliers in the Taiwan market is fierce. The 2006 imports from the United States were US$249 million, which accounted for about six percent of the total market.  Imports from the United States have increased at approximately five to 10% annually during the past three years, and are expected to continue growing at six to 10% for the next one to two years.

 

Best Products/Services                    

 

·            Cleaning preparations and polishes

·            Household furnishings

·            Washing machines and food processors

·           Water filters and air purifiers

 

Opportunities                                                                           

 

Local consumers believe that U.S. products offer good design and high quality.  U.S. suppliers will probably do best targeting the high end of the market. At the low end of the market, competition from manufacturers in both Taiwan and China is especially strong.  However, due to the appreciation of the Euro in recent years, many importers and retailers of high-end household consumer goods in Taiwan have started to purchase more from U.S. suppliers.  Potential product categories of household consumer goods for U.S. export to Taiwan are cleaning preparations, polishes, household textile products, electrical appliances, air/water filters and purifiers. 

 

Resources   

 

Board of Foreign Trade, MOEA: http://www.trade.gov.tw/

 

Directorate-General of Customs, MOF: www.customs.gov.tw

 

U.S. firms wishing to learn more about the HCG market are encouraged to contact CS Taiwan, Menny Chen, Commercial Assistant, at menny.chen@N0SPAM.mail.doc.gov or visit the website http://www.buyusa.gov/taiwan/en