Soft Drinks in Taiwan
Euromonitor International's Soft 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: 160 | Publication date: Apr 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
Asian speciality drinks; Bottled water; Carbonates; Concentrates; Fruit/vegetable juice; Functional drinks; RTD coffee; RTD tea
Executive summary
Manufacturers create value in order to sustain shares
During the review period manufacturers were frequently finding ways to create more value for the products in order to keep their shares. Smaller players also came up with innovative ideas such as mixing fruit and vegetable juices to create more health benefits in order to compete with the brand leaders. Many companies launched new products over the review period, especially in RTD tea. In terms of new product innovation, bottled water, fruit/vegetable juice and RTD tea were the leading areas. Manufacturers also launched premium products to differentiate their product lines from their competitors' as well as tap into another, higher-income segment of consumers in order to gain better profits. Much of the development in these areas has been due to competition as well as the fast-changing consumer preferences.
Health trend drives development
The growth of soft drinks in Taiwan is driven by healthier lifestyles, more beverage choices and more discerning consumers. People are becoming more health and lifestyle conscious and are favouring a wider range of drinks, such as teas, fruit/vegetable juice and bottled water. The growth in non-carbonated drinks also reflects the huge economic and social changes that have already occurred and continue to evolve in the country. Consequently, consumers may be willing to pay more for premium products such as high-quality teas. Carbonates is a declining category in Taiwan. However, this trend does not apply only to Taiwan, as beverage consumption is shifting towards non-carbonated drinks around the world.
Domestic manufacturers dominate the industry
Taiwan probably remains one of the most difficult markets for international firms to enter as consumers have a huge choice of beverages and are heavily influenced by short-term trends or fads which typically last five to six months. A company has to very nimble to change the range of products to suit trends in the marketplace in order to survive in the fiercely competitive environment in Taiwan. International firms might not have enough control over product development and might have to wait for the go-ahead to introduce products from the main headquarters, which may be too late to take advantage of trends.
Increased number of convenience stores boost overall sales
Convenience stores are appearing in every corner of Taiwan, and this trend is definitely driving soft drinks sales, since convenience stores always stock drinks. Convenience stores often hold promotions that encourage purchases. Furthermore, convenience stores also sell their own private label products, which may be cheaper than most branded products, and this has boosted overall sales. Consumers frequently choose private label products, especially in product categories that have little brand differentiation, such as bottled water.
Important nutrients will be added to beverages in the future
Value-added products have strong consumer appeal. Manufacturers will focus on either leading innovation or quickly responding to trends, and they will have to identify niche areas to operate in. The forecast period and beyond will be interesting, with innovative new technologies emerging to put important nutrients into beverages. The focus will be on the positive nutritional and health benefits that manufacturers can offer to consumers in these products.
Table of contents
SOFT DRINKS IN TAIWAN : MARKET INSIGHT
EXECUTIVE SUMMARY
Manufacturers create value in order to sustain shares
Health trend drives development
Domestic manufacturers dominate the industry
Increased number of convenience stores boost overall sales
Important nutrients will be added to beverages in the future
KEY TRENDS AND DEVELOPMENTS
Chilled soft drinks are available in RTD tea, RTD coffee and fruit/vegetable juice
Kanten is a popular ingredient for soft drinks
Stronger products target heavy users
New marketing method to tap into young people's lifestyle
Convenience stores are active in marketing private label products
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2002-2007
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2002-2007
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2002-2007
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2002-2007
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2007
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2007
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2007
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2002-2007
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2002-2007
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2002-2007
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2002-2007
Table 13 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2003-2007
Table 14 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2007
Table 15 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2003-2007
Table 16 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2007
Table 17 Company Shares of Off-trade Soft Drinks by Value 2003-2007
Table 18 Brand Shares of Off-trade Soft Drinks by Value 2004-2007
Table 19 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2007
Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2007-2012
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2007-2012
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2007-2012
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2007-2012
Table 24 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007-2012
Table 25 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2007-2012
Table 26 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2007-2012
Table 27 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2007-2012
APPENDIX
Published Data Comparisons
Table 28 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2002-2007
Table 29 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2002-2007
Table 30 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2003-2007
Table 31 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2007
Table 32 Company Shares of Concentrates (RTD) by Off-trade Volume 2003-2007
Table 33 Brand Shares of Concentrates (RTD) by Off-trade Volume 2004-2007
Table 34 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2007-2012
Table 35 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2007-2012
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - TAIWAN
AGV PRODUCTS CORP - SOFT DRINKS - TAIWAN
STRATEGIC DIRECTION
KEY FACTS
Summary 2 AGV Products Corp: Key Facts
Summary 3 AGV Products Corp: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 4 AGV Products Corp: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 5 AGV Products Corp: Competitive Position 2007
HEY-SONG CORP - SOFT DRINKS - TAIWAN
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Hey-Song Corp: Key Facts
Summary 7 Hey-Song Corp: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 8 Hey-Song Corp: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 9 Hey-Song Corp: Competitive Position 2007
UNI-PRESIDENT ENTERPRISES CORP - SOFT DRINKS - TAIWAN
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Uni-President Enterprises Corp: Key Facts
Summary 11 Uni-President Enterprises Corp: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 12 Uni-President Enterprises Corp: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 13 Uni-President Enterprises Corp: Competitive Position 2007
WEI CHUAN FOODS CORP - SOFT DRINKS - TAIWAN
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Wei Chuan Foods Corp: Key Facts
Summary 15 Wei Chuan Foods Corp: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 16 Wei Chuan Foods Corp: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 17 Wei Chuan Foods Corp: Competitive Position 2007
CARBONATES IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 36 Low Calorie Carbonates by Subsector
Table 37 Off-trade Sales of Carbonates by Subsector: Volume 2002-2007
Table 38 Off-trade Sales of Carbonates by Subsector: Value 2002-2007
Table 39 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2002-2007
Table 40 Off-trade Sales of Carbonates by Subsector: % Value Growth 2002-2007
Table 41 On-trade vs Off-trade Sales of Carbonates: Volume 2002-2007
Table 42 On-trade vs Off-trade Sales of Carbonates: Value 2002-2007
Table 43 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2002-2007
Table 44 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2002-2007
Table 45 Company Shares of Carbonates by Off-trade Volume 2003-2007
Table 46 Brand Shares of Carbonates by Off-trade Volume 2004-2007
Table 47 Company Shares of Carbonates by Off-trade Value 2003-2007
Table 48 Brand Shares of Carbonates by Off-trade Value 2004-2007
Table 49 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2007-2012
Table 50 Forecast Off-trade Sales of Carbonates by Subsector: Value 2007-2012
Table 51 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2007-2012
Table 52 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2007-2012
FRUIT/VEGETABLE JUICE IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 53 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2002-2007
Table 54 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2002-2007
Table 55 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2002-2007
Table 56 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2002-2007
Table 57 Leading Flavours for 100% Juice: % Volume Breakdown 2003-2007
Table 58 Leading Flavours for Nectars (25-99% Juice): % Volume Breakdown 2003-2007
Table 59 Leading Flavours for Juice Drinks (up to 24% Juice): % Volume Breakdown 2003-2007
Table 60 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2006
Table 61 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2003-2007
Table 62 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2007
Table 63 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2003-2007
Table 64 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2007
Table 65 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2007-2012
Table 66 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2007-2012
Table 67 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2007-2012
Table 68 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2007-2012
BOTTLED WATER IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
APPENDIX
Institutional Bottled Water Sales
Table 69 Sales of Bottled Water to Institutional Channel 2002-2007
SECTOR DATA
Table 70 Off-trade Sales of Bottled Water: Volume 2002-2007
Table 71 Off-trade Sales of Bottled Water: Value 2002-2007
Table 72 Off-trade Sales of Bottled Water: % Volume Growth 2002-2007
Table 73 Off-trade Sales of Bottled Water: % Value Growth 2002-2007
Table 74 Company Shares of Bottled Water by Off-trade Volume 2003-2007
Table 75 Brand Shares of Bottled Water by Off-trade Volume 2004-2007
Table 76 Company Shares of Bottled Water by Off-trade Value 2003-2007
Table 77 Brand Shares of Bottled Water by Off-trade Value 2004-2007
Table 78 Forecast Off-trade Sales of Bottled Water: Volume 2007-2012
Table 79 Forecast Off-trade Sales of Bottled Water: Value 2007-2012
Table 80 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2007-2012
Table 81 Forecast Off-trade Sales of Bottled Water: % Value Growth 2007-2012
FUNCTIONAL DRINKS IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 82 Still vs Carbonated Functional Drinks % Off-Trade Volume 2005-2007
Table 83 Off-trade Sales of Functional Drinks by Subsector: Volume 2002-2007
Table 84 Off-trade Sales of Functional Drinks by Subsector: Value 2002-2007
Table 85 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2002-2007
Table 86 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2002-2007
Table 87 Company Shares of Functional Drinks by Off-trade Volume 2003-2007
Table 88 Brand Shares of Functional Drinks by Off-trade Volume 2004-2007
Table 89 Company Shares of Functional Drinks by Off-trade Value 2003-2007
Table 90 Brand Shares of Functional Drinks by Off-trade Value 2004-2007
Table 91 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2007-2012
Table 92 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2007-2012
Table 93 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2007-2012
Table 94 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2007-2012
CONCENTRATES IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
APPENDIX
Concentrates Conversions
Table 95 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
SECTOR DATA
Table 96 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2002-2007
Table 97 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2002-2007
Table 98 Off-trade Sales of Concentrates by Subsector: Value 2002-2007
Table 99 Off-trade Sales of Concentrates by Subsector: % Value Growth 2002-2007
Table 100 Company Shares of Concentrates by Off-trade Value 2003-2007
Table 101 Brand Shares of Concentrates by Off-trade Value 2004-2007
Table 102 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2007-2012
Table 103 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2007-2012
Table 104 Forecast Off-trade Sales of Concentrates by Subsector: Value 2007-2012
Table 105 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2007-2012
RTD TEA IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 106 Flavours/Types of RTD Tea % Off-trade Volume 2005-2007
Table 107 Off-trade Sales of RTD Tea by Subsector: Volume 2002-2007
Table 108 Off-trade Sales of RTD Tea by Subsector: Value 2002-2007
Table 109 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2002-2007
Table 110 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2002-2007
Table 111 Leading Flavours for RTD Tea: % Volume Breakdown 2005-2007
Table 112 Company Shares of RTD Tea by Off-trade Volume 2003-2007
Table 113 Brand Shares of RTD Tea by Off-trade Volume 2003-2007
Table 114 Company Shares of RTD Tea by Off-trade Value 2003-2007
Table 115 Brand Shares of RTD Tea by Off-trade Value 2004-2007
Table 116 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2007-2012
Table 117 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2007-2012
Table 118 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2007-2012
Table 119 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2007-2012
RTD COFFEE IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 120 Off-trade Sales of RTD Coffee: Volume 2002-2007
Table 121 Off-trade Sales of RTD Coffee: Value 2002-2007
Table 122 Off-trade Sales of RTD Coffee: % Volume Growth 2002-2007
Table 123 Off-trade Sales of RTD Coffee: % Value Growth 2002-2007
Table 124 Company Shares of RTD Coffee by Off-trade Volume 2003-2007
Table 125 Brand Shares of RTD Coffee by Off-trade Volume 2004-2007
Table 126 Company Shares of RTD Coffee by Off-trade Value 2003-2007
Table 127 Brand Shares of RTD Coffee by Off-trade Value 2004-2007
Table 128 Forecast Off-trade Sales of RTD Coffee: Volume 2007-2012
Table 129 Forecast Off-trade Sales of RTD Coffee: Value 2007-2012
Table 130 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2007-2012
Table 131 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2007-2012
ASIAN SPECIALITY DRINKS IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 132 Off-trade Sales of Asian Speciality Drinks by Subsector: Volume 2002-2007
Table 133 Off-trade Sales of Asian Speciality Drinks by Subsector: Value 2002-2007
Table 134 Off-trade Sales of Asian Speciality Drinks by Subsector: % Volume Growth 2002-2007
Table 135 Off-trade Sales of Asian Speciality Drinks by Subsector: % Value Growth 2002-2007
Table 136 Company Shares of Asian Speciality Drinks by Off-trade Volume 2003-2007
Table 137 Brand Shares of Asian Speciality Drinks by Off-trade Volume 2004-2007
Table 138 Company Shares of Asian Speciality Drinks by Off-trade Value 2003-2007
Table 139 Brand Shares of Asian Speciality Drinks by Off-trade Value 2004-2007
Table 140 Forecast Off-trade Sales of Asian Speciality Drinks by Subsector: Volume 2007-2012
Table 141 Forecast Off-trade Sales of Asian Speciality Drinks by Subsector: Value 2007-2012
Table 142 Forecast Off-trade Sales of Asian Speciality Drinks by Subsector: % Volume Growth 2007-2012
Table 143 Forecast Off-trade Sales of Asian Speciality Drinks by Subsector: % Value Growth 2007-2012