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: 167 | Publication date: Aug 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
Asian speciality drinks; Bottled water; Carbonates; Concentrates; Fruit/vegetable juice; Functional drinks; RTD coffee; RTD tea
Executive summary
Sales stagnate in 2008 as retail spending falls
Soft drinks shrank marginally in current value terms in 2008 over the previous year. This occurred due to the global economic recession, which resulted in consumers cutting back on their expenditure in many product areas. This situation was further exacerbated by rising prices for fuel and many fast-moving consumer goods in the year, which further eroded consumers’ disposable income levels. However, volume consumption remained stable in 2008. Consumers therefore did not significantly cut back on soft drinks consumption but instead traded down to less expensive alternatives in an effort to cut costs due to tighter budgets.
Melamine-tainted milk scandal impacts sales
A melamine-contamination scandal in milk hit some product areas in soft drinks hard in 2008, particularly those based on milk or other dairy products such as yoghurt. RTD coffee was hit the hardest by the melamine scandal, with consumers deserting RTD coffee in droves due to health and safety concerns. Leading player King Car Food Industrial Co Ltd was even forced to recall some production for fears of melamine contamination. Other leading players meanwhile sought to reassure consumers that their products were safe but failed to ease many consumers’ concerns.
Domestic manufacturers continue to dominate
Soft drinks continues to be dominated by domestic manufacturers in Taiwan. The leading players in 2008 were Uni-President, Vitalon Foods, King Car Food, Hey-Song and Wei Chuan. Global giants such as Coca-Cola, Pepsi, Nestlé and Unilever meanwhile continued to be minor players in soft drinks. Multinationals generally failed to connect with Taiwanese consumers, who are often resistant to global marketing and advertising campaigns.
Convenience stores prove increasingly important
Convenience stores saw a steady growth in value share during the review period, accounting for more than a third of off-trade volume sales in 2008. Soft drinks are the most commonly purchased products in convenience stores, with this being an important channel for impulse purchases. Changing lifestyles and work culture in Taiwan resulted in consumers increasingly relying on convenience stores due to their long opening hours and ease of access. Consumers generally have easy access to convenience stores in Taiwan, whether working, shopping or travelling. This makes convenience stores the ideal distribution channel for the purchase of soft drinks on-the-go.
Stronger value growth expected as consumers trade up
Soft drinks is expected to see stronger constant value growth over the forecast period compared to that seen over the review period, despite slowing volume growth. This will occur as players focus on value growth due to volume sales approaching maturity. More premium products are expected to be introduced during the forecast period, with these placing a strong focus on health and wellness trends. Consumers will meanwhile demonstrate a marked willingness to pay a premium for soft drinks with high nutritional content or functional attributes. As a result, unit prices are expected to rise over the forecast period. However, unit price growth will be restrained by the economic recession at the start of the forecast period, with this set to increase price competition and the share of private label products in many areas.
Table of contents
SOFT DRINKS IN TAIWAN : MARKET INSIGHT
EXECUTIVE SUMMARY
Sales stagnate in 2008 as retail spending falls
Melamine-tainted milk scandal impacts sales
Domestic manufacturers continue to dominate
Convenience stores prove increasingly important
Stronger value growth expected as consumers trade up
KEY TRENDS AND DEVELOPMENTS
Sales growth slows due to economic crisis
Convenience stores an all-important strategic distribution channel
Health benefits and functional attributes driving product innovation and sales
Players focus on value growth
Asian tastes continue to dominate consumer preferences
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2003-2008
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2003-2008
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2003-2008
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2003-2008
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2008
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2008
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2008
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2008
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2003-2008
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2003-2008
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2003-2008
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2003-2008
Table 13 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2008
Table 14 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2005-2008
Table 15 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2008
Table 16 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2005-2008
Table 17 Company Shares of Off-trade Soft Drinks by Value 2004-2008
Table 18 Brand Shares of Off-trade Soft Drinks by Value 2005-2008
Table 19 Penetration of Private Label (as sold) by Sector by Volume 2003-2008
Table 20 Penetration of Private Label by Sector by Value 2003-2008
Table 21 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2008
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2008-2013
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2008-2013
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2008-2013
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2008-2013
Table 26 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2008-2013
Table 27 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2008-2013
Table 28 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2008-2013
Table 29 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2008-2013
APPENDIX
Table 30 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2003-2008
Table 31 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2003-2008
Table 32 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2008
Table 33 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2005-2008
Table 34 Company Shares of Concentrates (RTD) by Off-trade Volume 2004-2008
Table 35 Brand Shares of Concentrates (RTD) by Off-trade Volume 2005-2008
Table 36 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2008-2013
Table 37 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2008-2013
FOUNTAIN SALES IN TAIWAN
TRENDS
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 2008
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 2008
KING CAR FOOD INDUSTRIAL CO LTD - SOFT DRINKS - TAIWAN
STRATEGIC DIRECTION
KEY FACTS
Summary 10 King Car Food Industrial Co Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 King Car Food Industrial Co Ltd: Competitive Position 2008
UNI-PRESIDENT ENTERPRISES CORP - SOFT DRINKS - TAIWAN
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Uni-President Enterprises Corp: Key Facts
Summary 13 Uni-President Enterprises Corp: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 14 Uni-President Enterprises Corp: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 15 Uni-President Enterprises Corp: Competitive Position 2008
VITALON FOODS CO LTD - SOFT DRINKS - TAIWAN
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Vitalon Foods Co Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 17 Vitalon Foods Co Ltd: Competitive Position 2008
WEI CHUAN FOODS CORP - SOFT DRINKS - TAIWAN
STRATEGIC DIRECTION
KEY FACTS
Summary 18 Wei Chuan Foods Corp: Key Facts
Summary 19 Wei Chuan Foods Corp: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 20 Wei Chuan Foods Corp: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 21 Wei Chuan Foods Corp: Competitive Position 2008
CARBONATES IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 38 Low Calorie Carbonates by Subsector
Table 39 Off-trade Sales of Carbonates by Subsector: Volume 2003-2008
Table 40 Off-trade Sales of Carbonates by Subsector: Value 2003-2008
Table 41 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2003-2008
Table 42 Off-trade Sales of Carbonates by Subsector: % Value Growth 2003-2008
Table 43 On-trade vs Off-trade Sales of Carbonates: Volume 2003-2008
Table 44 On-trade vs Off-trade Sales of Carbonates: Value 2003-2008
Table 45 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2003-2008
Table 46 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2003-2008
Table 47 Company Shares of Carbonates by Off-trade Volume 2004-2008
Table 48 Brand Shares of Carbonates by Off-trade Volume 2005-2008
Table 49 Company Shares of Carbonates by Off-trade Value 2004-2008
Table 50 Brand Shares of Carbonates by Off-trade Value 2005-2008
Table 51 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2008-2013
Table 52 Forecast Off-trade Sales of Carbonates by Subsector: Value 2008-2013
Table 53 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2008-2013
Table 54 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2008-2013
FRUIT/VEGETABLE JUICE IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 55 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2003-2008
Table 56 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2003-2008
Table 57 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2003-2008
Table 58 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2003-2008
Table 59 Leading Flavours for 100% Juice: % Volume Breakdown 2003-2008
Table 60 Leading Flavours for Nectars (25-99% Juice): % Volume Breakdown 2003-2008
Table 61 Leading Flavours for Juice Drinks (up to 24% Juice): % Volume Breakdown 2003-2008
Table 62 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2008
Table 63 Chilled Vs Ambient Not From Concentrate 100% Juice: % Analysis 2003-2008
Table 64 Chilled Vs Ambient Reconstituted 100% Juice: % Analysis 2003-2008
Table 65 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2008
Table 66 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2005-2008
Table 67 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2008
Table 68 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2005-2008
Table 69 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2008-2013
Table 70 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2008-2013
Table 71 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2008-2013
Table 72 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2008-2013
BOTTLED WATER IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Institutional Bottled Water Sales
Table 73 Sales of Bottled Water to Institutional Channel 2004-2008
Table 74 Off-trade Sales of Bottled Water: Volume 2003-2008
Table 75 Off-trade Sales of Bottled Water: Value 2003-2008
Table 76 Off-trade Sales of Bottled Water: % Volume Growth 2003-2008
Table 77 Off-trade Sales of Bottled Water: % Value Growth 2003-2008
Table 78 Company Shares of Bottled Water by Off-trade Volume 2004-2008
Table 79 Brand Shares of Bottled Water by Off-trade Volume 2005-2008
Table 80 Company Shares of Bottled Water by Off-trade Value 2004-2008
Table 81 Brand Shares of Bottled Water by Off-trade Value 2005-2008
Table 82 Forecast Off-trade Sales of Bottled Water: Volume 2008-2013
Table 83 Forecast Off-trade Sales of Bottled Water: Value 2008-2013
Table 84 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2008-2013
Table 85 Forecast Off-trade Sales of Bottled Water: % Value Growth 2008-2013
FUNCTIONAL DRINKS IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 86 Still vs Carbonated Functional Drinks % Off-trade Volume 2005-2008
Table 87 Off-trade Sales of Functional Drinks by Subsector: Volume 2003-2008
Table 88 Off-trade Sales of Functional Drinks by Subsector: Value 2003-2008
Table 89 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2003-2008
Table 90 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2003-2008
Table 91 Company Shares of Functional Drinks by Off-trade Volume 2004-2008
Table 92 Brand Shares of Functional Drinks by Off-trade Volume 2005-2008
Table 93 Company Shares of Functional Drinks by Off-trade Value 2004-2008
Table 94 Brand Shares of Functional Drinks by Off-trade Value 2005-2008
Table 95 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2008-2013
Table 96 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2008-2013
Table 97 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2008-2013
Table 98 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2008-2013
CONCENTRATES IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Concentrates Conversions
Table 99 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 100 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2003-2008
Table 101 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2003-2008
Table 102 Off-trade Sales of Concentrates by Subsector: Value 2003-2008
Table 103 Off-trade Sales of Concentrates by Subsector: % Value Growth 2003-2008
Table 104 Company Shares of Concentrates by Off-trade Value 2004-2008
Table 105 Brand Shares of Concentrates by Off-trade Value 2005-2008
Table 106 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2008-2013
Table 107 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2008-2013
Table 108 Forecast Off-trade Sales of Concentrates by Subsector: Value 2008-2013
Table 109 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2008-2013
RTD TEA IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 110 Off-trade Sales of RTD Tea by Subsector: Volume 2003-2008
Table 111 Off-trade Sales of RTD Tea by Subsector: Value 2003-2008
Table 112 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2003-2008
Table 113 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2003-2008
Table 114 Leading Flavours for RTD Tea: % Volume Breakdown 2005-2008
Table 115 Company Shares of RTD Tea by Off-trade Volume 2004-2008
Table 116 Brand Shares of RTD Tea by Off-trade Volume 2005-2008
Table 117 Company Shares of RTD Tea by Off-trade Value 2004-2008
Table 118 Brand Shares of RTD Tea by Off-trade Value 2005-2008
Table 119 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2008-2013
Table 120 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2008-2013
Table 121 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2008-2013
Table 122 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2008-2013
RTD COFFEE IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 123 Off-trade Sales of RTD Coffee: Volume 2003-2008
Table 124 Off-trade Sales of RTD Coffee: Value 2003-2008
Table 125 Off-trade Sales of RTD Coffee: % Volume Growth 2003-2008
Table 126 Off-trade Sales of RTD Coffee: % Value Growth 2003-2008
Table 127 Company Shares of RTD Coffee by Off-trade Volume 2004-2008
Table 128 Brand Shares of RTD Coffee by Off-trade Volume 2005-2008
Table 129 Company Shares of RTD Coffee by Off-trade Value 2004-2008
Table 130 Brand Shares of RTD Coffee by Off-trade Value 2005-2008
Table 131 Forecast Off-trade Sales of RTD Coffee: Volume 2008-2013
Table 132 Forecast Off-trade Sales of RTD Coffee: Value 2008-2013
Table 133 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2008-2013
Table 134 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2008-2013
ASIAN SPECIALITY DRINKS IN TAIWAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 135 Off-trade Sales of Asian Speciality Drinks by Subsector: Volume 2003-2008
Table 136 Off-trade Sales of Asian Speciality Drinks by Subsector: Value 2003-2008
Table 137 Off-trade Sales of Asian Speciality Drinks by Subsector: % Volume Growth 2003-2008
Table 138 Off-trade Sales of Asian Speciality Drinks by Subsector: % Value Growth 2003-2008
Table 139 Company Shares of Asian Speciality Drinks by Off-trade Volume 2004-2008
Table 140 Brand Shares of Asian Speciality Drinks by Off-trade Volume 2005-2008
Table 141 Company Shares of Asian Speciality Drinks by Off-trade Value 2004-2008
Table 142 Brand Shares of Asian Speciality Drinks by Off-trade Value 2005-2008
Table 143 Forecast Off-trade Sales of Asian Speciality Drinks by Subsector: Volume 2008-2013
Table 144 Forecast Off-trade Sales of Asian Speciality Drinks by Subsector: Value 2008-2013
Table 145 Forecast Off-trade Sales of Asian Speciality Drinks by Subsector: % Volume Growth 2008-2013
Table 146 Forecast Off-trade Sales of Asian Speciality Drinks by Subsector: % Value Growth 2008-2013