Alcoholic Drinks in Taiwan
Euromonitor International's Alcoholic Drinks in Taiwan market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 147 | Publication date: Jun 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine
Executive summary
Growth slows towards the end of the review period due to economy
Alcoholic drinks saw volume growth slow in the last two years of the review period due to an economic downturn. Consumers became more cautious in their spending and many cut back on their purchases of alcoholic drinks. In addition, retailers were unwilling to buy excessive stock, while many players refrained from investing in new product development.
Newly-elected government influences consumption
President Ma Ying-jeou was elected in a landslide election in Taiwan in March 2008 and took office in May 2008. This newly-elected government launched a new economic program in May, phasing out subsidies for oil and electricity, which indirectly resulted in rising living costs. Inflation rose, leaving consumers forced to pay more for goods and services with wages that saw little growth. Consumers thus began to think twice before spending on non-necessities such as alcoholic drinks or dining out. This resulted in the growing popularity of cheaper products in many product areas and notably contributed to volume decline for whisk(e)y and lager.
Dominance of leader constrains competition
Taiwan Tobacco & Liquor Corp was the leading domestic player and dominated overall volume sales of alcoholic drinks during the review period. This dominance resulted in most competitors struggling to gain a significant share. For international companies to successfully compete in Taiwan, they must have a good understanding of local consumer attitudes and demands, as several multinational brands failed to appeal in terms of packaging and advertising when launched in Taiwan, such as Jebsen & Co Ltd’s Blue Girl.
Food/drink/tobacco specialists gain share thanks to success of wine
Supermarkets/hypermarkets and convenience stores continued to jointly dominate off-trade volume sales of alcoholic drinks in 2008. However, supermarkets/hypermarkets lost share to food/drink/tobacco specialists in the year. This channel proved particularly popular due to an extensive choice of brands and professional wine advice. In addition, the channel benefited from the good growth seen in wine and spirit sales in the year, at a time when beer sales saw decline in off-trade channels.
Growth set to strengthen despite economic downturn
The forecast period is expected to see good growth for alcoholic drinks, with this driven by a number of factors. Young adults will become an increasingly important consumer base, with students and young men set to drive sales of beer for example and young professional women emerging as a significant consumer base. In addition, growth will be fuelled by the widening availability of cheap Chinese imports and economy domestic brands, with these boosting Chinese spirits and "other" non-grape wine.
Table of contents
ALCOHOLIC DRINKS IN TAIWAN : MARKET INSIGHT
EXECUTIVE SUMMARY
Growth slows towards the end of the review period due to economy
Newly-elected government influences consumption
Dominance of leader constrains competition
Food/drink/tobacco specialists gain share thanks to success of wine
Growth set to strengthen despite economic downturn
KEY TRENDS AND DEVELOPMENTS
New economic program increases living costs
Young adults emerge as increasingly significant consumer base
Companies see growing potential in targeting women
Climate changes affect drinking patterns
Specialist retailers in on- and off-trade channels
Summary 1 Leading Specialist Retailers 2007
Market Merger and Acquisition Activity
MARKET BACKGROUND
Legislation
TAXATION AND DUTY LEVIES
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2008
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2008
Table 3 Selling Margin of a Typical Beer Brand 2008
Table 4 Selling Margin of a Typical Domestic Wine Brand 2008
Table 5 Selling Margin of a Typical Imported Wine Brand 2008
Table 6 Selling Margin of a Typical Domestic Spirit Brand 2008
Table 7 Selling Margin of a Typical Imported Spirit Brand 2008
OPERATING ENVIRONMENT
Contraband/Parallel Trade
Duty Free
Cross-border/Private imports
MARKET INDICATORS
Table 8 Retail Consumer Expenditure on Alcoholic Drinks 2003-2008
MARKET DATA
Table 9 Sales of Alcoholic Drinks by Sector: Total Volume 2003-2008
Table 10 Sales of Alcoholic Drinks by Sector: Total Value 2003-2008
Table 11 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2003-2008
Table 12 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2003-2008
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2008
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2008
Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2008
Table 16 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2008
Table 17 Company Shares of Alcoholic Drinks by Global Brand Owner 2004-2007
Table 18 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2008
Table 19 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2008
Table 20 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2008-2013
Table 21 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2008-2013
Table 22 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2008-2013
Table 23 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2008-2013
DEFINITIONS
Summary 2 Research Sources
LOCAL COMPANY PROFILES - TAIWAN
KINMEN KAOLIANG LIQUOR INC - ALCOHOLIC DRINKS - TAIWAN
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Kinmen Kaoliang Liquor Inc: Key Facts
Summary 4 Kinmen Kaoliang Liquor Inc: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 5 Kinmen Kaoliang Liquor Inc: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 6 Kinmen Kaoliang Liquor Inc: Competitive Position 2007
RTC HAVEN INTERNATIONAL CORP - ALCOHOLIC DRINKS - TAIWAN
STRATEGIC DIRECTION
KEY FACTS
Summary 7 RTC Haven International Corp: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 RTC Haven International Corp: Competitive Position 2007
SERGIO VALENTE INC - ALCOHOLIC DRINKS - TAIWAN
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Sergio Valente Ltd: Key Facts
Summary 10 Sergio Valente Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 Sergio Valente Ltd: Competitive Position 2007
TAIWAN TOBACCO & LIQUOR CORP - ALCOHOLIC DRINKS - TAIWAN
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Taiwan Tobacco & Liquor Corp: Key Facts
Summary 13 Taiwan Tobacco & Liquor Corp: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 14 Taiwan Tobacco & Liquor Corp: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 15 Taiwan Tobacco & Liquor Corp: Competitive Position 2007
UIES - ALCOHOLIC DRINKS - TAIWAN
STRATEGIC DIRECTION
KEY FACTS
Summary 16 UIES: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 17 UIES: Competitive Position 2007
BEER IN TAIWAN
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager price band methodology
Summary 18 Lager by Price Band 2008
SECTOR DATA
Table 24 Sales of Beer by Subsector: Total Volume 2003-2008
Table 25 Sales of Beer by Subsector: Total Value 2003-2008
Table 26 Sales of Beer by Subsector: % Total Volume Growth 2003-2008
Table 27 Sales of Beer by Subsector: % Total Value Growth 2003-2008
Table 28 Sales of Beer by On-trade vs Off-trade Split: Volume 2003-2008
Table 29 Sales of Beer by On-trade vs Off-trade Split: Value 2003-2008
Table 30 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 31 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 32 Beer: Production, Imports and Exports: Total Volume 2002-2007
Table 33 Beer Exports by Country of Destination: Total Volume 2002-2007
Table 34 Beer Exports by Country of Destination: Total Value 2002-2007
Table 35 Beer Imports by Country of Origin: Total Volume 2002-2007
Table 36 Beer Imports by Country of Origin: Total Value 2002-2007
Table 37 Company Shares of Beer by National Brand Owner 2003-2007
Table 38 Company Shares of Beer by Global Brand Owner 2003-2007
Table 39 Brand Shares of Beer 2004-2007
Table 40 Forecast Sales of Beer by Subsector: Total Volume 2008-2013
Table 41 Forecast Sales of Beer by Subsector: Total Value 2008-2013
Table 42 Forecast Sales of Beer by Subsector: % Total Volume Growth 2008-2013
Table 43 Forecast Sales of Beer by Subsector: % Total Value Growth 2008-2013
CIDER/PERRY IN TAIWAN
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
RTDS/HIGH-STRENGTH PREMIXES IN TAIWAN
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2003-2008
Table 45 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2003-2008
Table 46 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2003-2008
Table 47 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2003-2008
Table 48 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2003-2008
Table 49 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2003-2008
Table 50 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2003-2008
Table 51 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2003-2008
Table 52 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2003-2007
Table 53 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2003-2007
Table 54 Brand Shares of RTDS/High-strength Premixes 2004-2007
Table 55 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2008-2013
Table 56 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2008-2013
Table 57 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2008-2013
Table 58 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2008-2013
WINE IN TAIWAN
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
Published Data Comparisons
SECTOR DATA
Table 59 Sales of Wine by Subsector: Total Volume 2003-2008
Table 60 Sales of Wine by Subsector: Total Value 2003-2008
Table 61 Sales of Wine by Subsector: % Total Volume Growth 2003-2008
Table 62 Sales of Wine by Subsector: % Total Value Growth 2003-2008
Table 63 Sales of Wine by On-trade vs Off-trade Split: Volume 2003-2008
Table 64 Sales of Wine by On-trade vs Off-trade Split: Value 2003-2008
Table 65 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 66 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 67 Volume Sales of Still Red Wine by Price Segment 2003-2008
Table 68 Volume Sales of Still White Wine by Price Segment 2003-2008
Table 69 Volume Sales of Still Rosé Wine by Price Segment 2003-2008
Table 70 Volume Sales of Other Sparkling Wine by Price Segment 2003-2008
Table 71 Sales of Still Red Wine by Grape/Varietal Type 2003-2008
Table 72 Sales of Still White Wine by Grape/Varietal Type 2003-2008
Table 73 Sales of Still Rosé Wine by Grape/Varietal Type 2003-2008
Table 74 Sales of Still Red Wine by Quality Classification 2003-2008
Table 75 Sales of Still White Wine by Quality Classification 2003-2008
Table 76 Sales of Still Rosé Wine by Quality Classification 2003-2008
Table 77 Wine Production, Imports and Exports: Total Volume 2002-2007
Table 78 Wine Exports by Country of Destination: Total Volume 2002-2007
Table 79 Wine Exports by Country of Destination: Total Value 2002-2007
Table 80 Wine Imports by Country of Origin: Total Volume 2002-2007
Table 81 Wine Imports by Country of Origin: Total Value 2002-2007
Table 82 Company Shares of Still Light Grape Wine by National Brand Owner 2003-2007
Table 83 Company Shares of Still Light Grape Wine by Global Brand Owner 2003-2007
Table 84 Brand Shares of Still Light Grape Wine 2004-2007
Table 85 Company Shares of Champagne by National Brand Owner 2004-2007
Table 86 Company Shares of Champagne by Global Brand Owner 2004-2007
Table 87 Brand Shares of Champagne 2004-2007
Table 88 Company Shares of Other Sparkling Wine by National Brand Owner 2003-2007
Table 89 Company Shares of Other Sparkling Wine by Global Brand Owner 2003-2007
Table 90 Brand Shares of Other Sparkling Wine 2004-2007
Table 91 Company Shares of Non-grape Wine by National Brand Owner 2004-2007
Table 92 Company Shares of Non-grape Wine by Global Brand Owner 2004-2007
Table 93 Brand Shares of Non-grape Wine 2004-2007
Table 94 Forecast Sales of Wine by Subsector: Total Volume 2008-2013
Table 95 Forecast Sales of Wine by Subsector: Total Value 2008-2013
Table 96 Forecast Sales of Wine by Subsector: % Total Volume Growth 2008-2013
Table 97 Forecast Sales of Wine by Subsector: % Total Value Growth 2008-2013
SPIRITS IN TAIWAN
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Vodka, gin and other blended Scotch whisky Price band methodology
Published Data Comparisons
SECTOR DATA
Table 98 Sales of Spirits by Subsector: Total Volume 2003-2008
Table 99 Sales of Spirits by Subsector: Total Value 2003-2008
Table 100 Sales of Spirits by Subsector: % Total Volume Growth 2003-2008
Table 101 Sales of Spirits by Subsector: % Total Value Growth 2003-2008
Table 102 Sales of Spirits by On-trade vs Off-trade Split: Volume 2003-2008
Table 103 Sales of Spirits by On-trade vs Off-trade Split: Value 2003-2008
Table 104 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 105 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 106 Sales of Other Blended Scotch Whisky by Premium/Super-premium Split 2003-2008
Table 107 Sales of Gin by Premium/Super-premium Split 2003-2008
Table 108 Sales of Vodka by Premium/Super-premium Split 2003-2008
Table 109 Sales of Flavoured vs Non-flavoured Vodka 2003-2008
Table 110 Spirits Production, Imports and Exports: Total Volume 2002-2007
Table 111 Spirits Exports by Country of Destination: Total Volume 2002-2007
Table 112 Spirits Exports by Country of Destination: Total Value 2002-2007
Table 113 Spirits Imports by Country of Origin: Total Volume 2002-2007
Table 114 Spirits Imports by Country of Origin: Total Value 2002-2007
Table 115 Whisk(e)y Production, Imports and Exports: Total Volume 2002-2007
Table 116 Brandy & Cognac Production, Imports and Exports: Total Volume 2002-2007
Table 117 Vodka Production, Imports and Exports: Total Volume 2002-2007
Table 118 Gin Production, Imports and Exports: Total Volume 2002-2007
Table 119 Rum Production, Imports and Exports: Total Volume 2002-2007
Table 120 Tequila Production, Imports and Exports: Total Volume 2002-2007
Table 121 Liqueurs Production: Total Volume 2002-2007
Table 122 Other Spirits Production: Total Volume 2002-2007
Table 123 Company Shares of Spirits by National Brand Owner 2003-2007
Table 124 Company Shares of Spirits by Global Brand Owner 2003-2007
Table 125 Brand Shares of Spirits 2004-2007
Table 126 Forecast Sales of Spirits by Subsector: Total Volume 2008-2013
Table 127 Forecast Sales of Spirits by Subsector: Total Value 2008-2013
Table 128 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2008-2013
Table 129 Forecast Sales of Spirits by Subsector: % Total Value Growth 2008-2013