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: 145 | Publication date: Mar 2008
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
Alcoholic drinks market sees drop in total value sales
In 2006 total sales of alcoholic drinks in Taiwan declined in current value terms for the first time since 2001, due to market saturation. The slow economic growth also caused consumers to become more cautious in their spending, especially on non-necessities. Consumers also refrained from dining out, which was part of the reason for the drop in value for alcoholic drinks. Furthermore, strict drinking regulations led consumers to change drinking habits, with many choosing to drink at home.
New target segments stimulate growth
Since the alcoholic drinks market in Taiwan is saturated, companies seek new ways to increase the consumer base and thus raise growth potential. Women and young adults are the next target segments to which companies plan to promote their drinks. The growing social status of women, as well as the increased acceptance of female drinkers, has led to manufacturers recognising the untapped potential offered by this consumer segment, while young adults are keen to try a variety of alcohol products. It is also easier to nurture the drinking habits of young adults, since they have less drinking experience than their older counterparts, and can be potential loyal customers.
Specialists threatened by growing power of other retailers
Supermarkets and hypermarkets have started to introduce premium variants of wine and spirits to attract sophisticated consumers. Convenience stores also have wine sections, with products sold in smaller packages to attract new or moderate drinkers. Retailers have become more active in wines and spirits, and offer a wider range of products and better service. These emerging retail formats challenged specialist shops, as consumers have a wider choice of products and lower prices.
Gift sets important to sustaining sales
Alcohol gift sets boost value sales, especially during festivals such as Chinese New Year, Mid-Autumn Festival, Dragon Boat Festival and Father’s Day. During such festivals, consumers splurge on their loved ones and bosses to display their generosity and respect. Furthermore, with increasing awareness of wine and its health benefits, consumers find it very appropriate and convenient to give alcohol gift sets.
Alcoholic Drinks expect to perform favourably in the forecast period
While off-trade channels are likely to see demand for alcoholic drinks slow down in the forecast period, on-trade channels are going to be the growth contributor as the night scene continues to develop. In view of the emerging income polarisation where there is an increasing number of high and low income earners, and a dwindling number of middle income consumers, demand for economy and premium brands is likely to surpass that of the mid-priced brands.
Table of contents
ALCOHOLIC DRINKS IN TAIWAN : MARKET INSIGHT
EXECUTIVE SUMMARY
Alcoholic drinks market sees drop in total value sales
New target segments stimulate growth
Specialists threatened by growing power of other retailers
Gift sets important to sustaining sales
Alcoholic Drinks expect to perform favourably in the forecast period
KEY TRENDS AND DEVELOPMENTS
Lower drinking age to drive marketing theme
Increasing presence of premium products
Companies identify females as potential targets for development
Manufacturers changed strategy to push sales during prolonged summer season
New format straddles on- and off-trade channels
Summary 1 Leading Specialist Retailers 2006
Market Merger and Acquisition Activity
MARKET BACKGROUND
Legislation
TAXATION AND DUTY LEVIES
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2007
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2007
Table 3 Selling Margin of a Typical Beer Brand 2007
Table 4 Selling Margin of a Typical Wine Brand 2007
Table 5 Selling Margin of a Typical Spirits Brand 2007
OPERATING ENVIRONMENT
MARKET INDICATORS
Table 6 Retail Consumer Expenditure on Alcoholic Drinks 2002-2007
MARKET DATA
Table 7 Sales of Alcoholic Drinks by Sector: Total Volume 2002-2007
Table 8 Sales of Alcoholic Drinks by Sector: Total Value 2002-2007
Table 9 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2002-2007
Table 10 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2002-2007
Table 11 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Volume 2007
Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Value 2007
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Volume 2007
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Value 2007
Table 15 Company Shares of Alcoholic Drinks by Global Brand Owner 2003-2006
Table 16 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2007
Table 17 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2007
Table 18 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2007-2012
Table 19 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2007-2012
Table 20 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2007-2012
Table 21 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2007-2012
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: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 5 Kinmen Kaoliang Liquor Inc: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 6 Kinmen Kaoliang Liquor Inc: Competitive Position 2006
RTC HAVEN INTERNATIONAL CORP - ALCOHOLIC DRINKS - TAIWAN
STRATEGIC DIRECTION
KEY FACTS
Summary 7 RTC Haven International Corp: Key Facts
Summary 8 RTC Haven International Corp: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 RTC Haven International Corp: Competitive Position 2006
SERGIO VALENTE INC - ALCOHOLIC DRINKS - TAIWAN
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Sergio Valente Ltd: Key Facts
Summary 11 Sergio Valente Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Sergio Valente Ltd: Competitive Position 2006
TAIWAN TOBACCO & LIQUOR CORP - ALCOHOLIC DRINKS - TAIWAN
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Taiwan Tobacco & Liquor Corp: Key Facts
Summary 14 Taiwan Tobacco & Liquor Corp: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 15 Taiwan Tobacco & Liquor Corp: Production Statistics 2006
Summary 16 Taiwan Tobacco & Liquor Corp: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 17 Taiwan Tobacco & Liquor Corp: Competitive Position 2006
UIES - ALCOHOLIC DRINKS - TAIWAN
STRATEGIC DIRECTION
KEY FACTS
Summary 18 UIES: Key Facts
Summary 19 UIES: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 20 UIES: Competitive Position 2006
BEER IN TAIWAN
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager Price band methodology
Summary 21 Lager by Price Band 2007
SECTOR DATA
Table 22 Sales of Beer by Subsector: Total Volume 2002-2007
Table 23 Sales of Beer by Subsector: Total Value 2002-2007
Table 24 Sales of Beer by Subsector: % Total Volume Growth 2002-2007
Table 25 Sales of Beer by Subsector: % Total Value Growth 2002-2007
Table 26 Sales of Beer by On-trade vs Off-trade split: Volume 2002-2007
Table 27 Sales of Beer by On-trade vs Off-trade split: Value 2002-2007
Table 28 Sales of Beer by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 29 Sales of Beer by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 30 Beer: Production, Imports and Exports: Total Volume 2001-2006
Table 31 Beer Exports by Country of Destination: Total Volume 2001-2006
Table 32 Beer Exports by Country of Destination: Total Value 2001-2006
Table 33 Beer Imports by Country of Origin: Total Volume 2001-2006
Table 34 Beer Imports by Country of Origin: Total Value 2001-2006
Table 35 Company Shares of Beer by National Brand Owner 2002-2006
Table 36 Company Shares of Beer by Global Brand Owner 2002-2006
Table 37 Brand Shares of Beer 2003-2006
Table 38 Forecast Sales of Beer by Subsector: Total Volume 2007-2012
Table 39 Forecast Sales of Beer by Subsector: Total Value 2007-2012
Table 40 Forecast Sales of Beer by Subsector: % Total Volume Growth 2007-2012
Table 41 Forecast Sales of Beer by Subsector: % Total Value Growth 2007-2012
CIDER/PERRY IN TAIWAN
OVERVIEW
RTDS/HIGH-STRENGTH PREMIXES IN TAIWAN
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published Data Comparisons
SECTOR DATA
Table 42 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2002-2007
Table 43 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2002-2007
Table 44 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2002-2007
Table 45 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2002-2007
Table 46 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2002-2007
Table 47 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2002-2007
Table 48 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2002-2007
Table 49 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2002-2007
Table 50 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2002-2006
Table 51 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2002-2006
Table 52 Brand Shares of RTDS/High-strength Premixes 2003-2006
Table 53 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2007-2012
Table 54 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2007-2012
Table 55 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2007-2012
Table 56 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2007-2012
WINE IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published data comparisons
SECTOR DATA
Table 57 Sales of Wine by Subsector: Total Volume 2002-2007
Table 58 Sales of Wine by Subsector: Total Value 2002-2007
Table 59 Sales of Wine by Subsector: % Total Volume Growth 2002-2007
Table 60 Sales of Wine by Subsector: % Total Value Growth 2002-2007
Table 61 Sales of Wine by On-trade vs Off-trade split: Volume 2002-2007
Table 62 Sales of Wine by On-trade vs Off-trade split: Value 2002-2007
Table 63 Sales of Wine by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 64 Sales of Wine by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 65 Volume Sales of Still Red Wine by Price Segment 2004-2007
Table 66 Volume Sales of Still White Wine by Price Segment 2004-2007
Table 67 Volume Sales of Still Rosé Wine by Price Segment 2004-2007
Table 68 Volume Sales of Other Sparkling Wine by Price Segment 2004-2007
Table 69 Sales of Still Red Wine by Grape/Varietal Type 2004-2007
Table 70 Sales of Still White Wine by Grape/Varietal Type 2004-2007
Table 71 Sales of Still Rosé Wine by Grape/Varietal Type 2004-2007
Table 72 Sales of Still Red Wine by Quality Classification 2002-2007
Table 73 Sales of Still White Wine by Quality Classification 2002-2007
Table 74 Sales of Still Rosé Wine by Quality Classification 2002-2007
Table 75 Wine Production, Imports and Exports: Total Volume 2001-2006
Table 76 Wine Exports by Country of Destination: Total Volume 2001-2006
Table 77 Wine Exports by Country of Destination: Total Value 2001-2006
Table 78 Wine Imports by Country of Origin: Total Volume 2001-2006
Table 79 Wine Imports by Country of Origin: Total Value 2001-2006
Table 80 Company Shares of Still Light Grape Wine by National Brand Owner 2002-2006
Table 81 Company Shares of Still Light Grape Wine by Global Brand Owner 2002-2006
Table 82 Brand Shares of Still Light Grape Wine 2003-2006
Table 83 Company Shares of Champagne by National Brand Owner 2003-2006
Table 84 Company Shares of Champagne by Global Brand Owner 2003-2006
Table 85 Brand Shares of Champagne 2003-2006
Table 86 Company Shares of Other Sparkling Wine by National Brand Owner 2002-2006
Table 87 Company Shares of Other Sparkling Wine by Global Brand Owner 2002-2006
Table 88 Brand Shares of Other Sparkling Wine 2003-2006
Table 89 Company Shares of Non-grape Wine by National Brand Owner 2003-2006
Table 90 Company Shares of Non-grape Wine by Global Brand Owner 2003-2006
Table 91 Brand Shares of Non-grape Wine 2003-2006
Table 92 Forecast Sales of Wine by Subsector: Total Volume 2007-2012
Table 93 Forecast Sales of Wine by Subsector: Total Value 2007-2012
Table 94 Forecast Sales of Wine by Subsector: % Total Volume Growth 2007-2012
Table 95 Forecast Sales of Wine by Subsector: % Total Value Growth 2007-2012
SPIRITS IN TAIWAN
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Vodka, gin and other blended Scotch whisky price band methodology
Table 96 Benchmark brands – Taiwan
Published Data Comparisons
SECTOR DATA
Table 97 Sales of Spirits by Subsector: Total Volume 2002-2007
Table 98 Sales of Spirits by Subsector: Total Value 2002-2007
Table 99 Sales of Spirits by Subsector: % Total Volume Growth 2002-2007
Table 100 Sales of Spirits by Subsector: % Total Value Growth 2002-2007
Table 101 Sales of Spirits by On-trade vs Off-trade split: Volume 2002-2007
Table 102 Sales of Spirits by On-trade vs Off-trade split: Value 2002-2007
Table 103 Sales of Spirits by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 104 Sales of Spirits by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 105 Sales of Blended Scotch Whisky by Premium/Super-premium Split 2004-2007
Table 106 Sales of Gin by Premium/Super-premium Split 2004-2007
Table 107 Sales of Vodka by Premium/Super-premium Split 2004-2007
Table 108 Sales of Flavoured vs Non-flavoured Vodka 2004-2007
Table 109 Spirits Production, Imports and Exports: Total Volume 2001-2006
Table 110 Whisk(e)y Production, Imports and Exports: Total Volume 2001-2006
Table 111 Brandy & Cognac Production, Imports and Exports: Total Volume 2001-2006
Table 112 Vodka Production, Imports and Exports: Total Volume 2001-2006
Table 113 Gin Production, Imports and Exports: Total Volume 2001-2006
Table 114 Rum Production, Imports and Exports: Total Volume 2001-2006
Table 115 Tequila Production, Imports and Exports: Total Volume 2001-2006
Table 116 Liqueurs Production: Total Volume 2001-2006
Table 117 Other Spirits Production: Total Volume 2001-2006
Table 118 Company Shares of Spirits by National Brand Owner 2002-2006
Table 119 Company Shares of Spirits by Global Brand Owner 2002-2006
Table 120 Brand Shares of Spirits 2003-2006
Table 121 Forecast Sales of Spirits by Subsector: Total Volume 2007-2012
Table 122 Forecast Sales of Spirits by Subsector: Total Value 2007-2012
Table 123 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2007-2012
Table 124 Forecast Sales of Spirits by Subsector: % Total Value Growth 2007-2012