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Country Report

Taiwan Flag Beer in Taiwan

Price: US$900

About this Report

Executive Summary

TRENDS

  • Although dark beer and stout is niche in Taiwan, consumers are increasingly more willing to accept various types of beer rather than the traditionally large category, domestic standard lager. In addition, retailers, such as convenience stores and supermarkets/hypermarkets, continued to import more new flavours and brands for consumers. Imported beer is usually more expensive than domestic standard lager.

COMPETITIVE LANDSCAPE

  • With 72% of total volume sales, Taiwan Tobacco & Liquor Corp led sales in 2012, as the company is a government-owned enterprise which has led the beer category for decades. The advantages of Taiwan Tobacco & Liquor Corp are the fresh taste of its products and being positioned in the inexpensive price range. To retain its leading position, the company launches new products every year to compete with the increasing number of international players. Moreover, the company invites famous music stars, such as local artiste Jolin Tsai, to endorse its beer products, appealing to the younger generation by marketing and advertising the products in a fashionable manner. Besides beer, the company also aims to expand to other related alcoholic drinks.

PROSPECTS

  • In Taiwan, beer is expected to experience a negative CAGR of less than 1% in total volume terms over the forecast period. Although companies will introduce new flavours through local brands and new imported brands, the leading category, lager, is unlikely to attract more consumers and drive demand.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Beer industry in Taiwan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Beer industry in Taiwan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Beer in Taiwan market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market volume shares
  • Five year forecasts of market trends and market growth
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Beer in Taiwan?
  • What are the major brands in Taiwan?
  • How has premium lager performed in the wake of the global recession, has it lost out to economy lager as consumers traded down?
  • What are the most popular flavours within non-alcoholic beer?
  • What are the market opportunities for ‘healthier’ beers like low calorie and/or low abv beers?
  • Has the implementation of a stricter drink driving law benefited sales of low/non-alcohol beer?
  • Has the recession benefited domestic lager over imported lager?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Alcoholic Drinks market research database.

Table of Contents

Beer in Taiwan - Category Analysis

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY BACKGROUND

Lager price band methodology

  • Summary 1 Lager by Price Band 2012
  • Table 1 Number of Breweries 2007-2012

CATEGORY DATA

  • Table 2 Sales of Beer by Category: Total Volume 2007-2012
  • Table 3 Sales of Beer by Category: Total Value 2007-2012
  • Table 4 Sales of Beer by Category: % Total Volume Growth 2007-2012
  • Table 5 Sales of Beer by Category: % Total Value Growth 2007-2012
  • Table 6 Sales of Beer by On-trade vs Off-trade: Volume 2007-2012
  • Table 7 Sales of Beer by On-trade vs Off-trade: Value 2007-2012
  • Table 8 Sales of Beer by On-trade vs Off-trade: % Volume Growth 2007-2012
  • Table 9 Sales of Beer by On-trade vs Off-trade: % Value Growth 2007-2012
  • Table 10 GBO Company Shares of Beer: % Total Volume 2008-2012
  • Table 11 NBO Company Shares of Beer: % Total Volume 2008-2012
  • Table 12 LBN Brand Shares of Beer: % Total Volume 2009-2012
  • Table 13 Production, Imports and Exports of Beer: Total Volume 2006-2011
  • Table 14 Imports of Beer by Country of Origin: Total Volume 2006-2011
  • Table 15 Imports of Beer by Country of Origin: Total Value 2006-2011
  • Table 16 Exports of Beer by Country of Destination: Total Volume 2006-2011
  • Table 17 Exports of Beer by Country of Destination: Total Value 2006-2011
  • Table 18 Forecast Sales of Beer by Category: Total Volume 2012-2017
  • Table 19 Forecast Sales of Beer by Category: Total Value 2012-2017
  • Table 20 Forecast Sales of Beer by Category: % Total Volume Growth 2012-2017
  • Table 21 Forecast Sales of Beer by Category: % Total Value Growth 2012-2017

Beer in Taiwan - Company Profiles

Hey-Song Corp in Alcoholic Drinks (Taiwan)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Hey-Song Corp: Key Facts
  • Summary 3 Hey-Song Corp: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

  • Summary 4 Hey-Song Corp: Production Statistics 2012

COMPETITIVE POSITIONING

  • Summary 5 Hey-Song Corp: Competitive Position 2012

Taiwan Tobacco & Liquor Corp in Alcoholic Drinks (Taiwan)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 6 Taiwan Tobacco & Liquor Corp: Key Facts
  • Summary 7 Taiwan Tobacco & Liquor Corp: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 8 Taiwan Tobacco & Liquor Corp: Competitive Position 2012

Tsingtao Brewery Corp Taiwan in Alcoholic Drinks (Taiwan)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 9 Tsingtao Brewery Corp Taiwan: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 10 Tsingtao Brewery Corp Taiwan: Competitive Position 2012

Alcoholic Drinks in Taiwan - Industry Context

EXECUTIVE SUMMARY

Legislation and taxation unchanged in 2012

New product development meets local demand

Economy affects premiumisation trend

Off-trade channels step up and provide more offerings

Domestic companies maintain the lead in 2012

KEY TRENDS AND DEVELOPMENTS

The preferences of female and younger consumers leads innovation

Evolving preferences and marketing affects demand for different types of alcoholic drinks

Weak economy constrains growth and the trend of premiumisation

Key new product launches

  • Summary 11 Key New Product Developments 2012

Specialist retailers

  • Summary 12 Leading Specialist Retailers 2012

Market merger and acquisition activity

MARKET BACKGROUND

Legislation

  • Table 22 Number of On-trade Establishments by Type 2007-2012

TAXATION AND DUTY LEVIES

  • Table 23 Taxation and Duty Levies on Alcoholic Drinks 2012
  • Table 24 Typical Wholesaler and Retailer Off-Trade Mark-Ups by Selected Categories 2012
  • Table 25 Selling Margin of a Typical Beer Brand in Retail Channel that uses Wholesalers 2012 - Taiwan Beer
  • Table 26 Selling Margin of a Typical Beer Brand in Retail Channel that does not use Wholesalers 2012 - Taiwan Beer
  • Table 27 Selling Margin of a Typical Wine Brand in Retail Channel that uses Wholesalers 2012 - Jacob’s Creek
  • Table 28 Selling Margin of a Typical Wine Brand in Retail Channel that Does Not Use Wholesalers 2012 - Jacob’s Creek
  • Table 29 Selling Margin of a Typical Spirits Brand in Retail Channel that uses Wholesalers 2012 - Johnnie Walker Black Label
  • Table 30 Selling Margin of a Typical Spirits Brand in Retail Channel that does not use Wholesalers 2012 - Johnnie Walker Black Label

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

MARKET INDICATORS

  • Table 31 Retail Consumer Expenditure on Alcoholic Drinks 2007-2012

MARKET DATA

  • Table 32 Sales of Alcoholic Drinks by Category: Total Volume 2007-2012
  • Table 33 Sales of Alcoholic Drinks by Category: Total Value 2007-2012
  • Table 34 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2007-2012
  • Table 35 Sales of Alcoholic Drinks by Category: % Total Value Growth 2007-2012
  • Table 36 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade: Volume 2012
  • Table 37 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade: Value 2012
  • Table 38 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade: % Volume 2012
  • Table 39 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade: % Value 2012
  • Table 40 GBO Company Shares of Alcoholic Drinks: % Total Volume 2008-2012
  • Table 41 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2007-2012
  • Table 42 Distribution of Alcoholic Drinks by Format by Category: % Off-trade Volume 2012
  • Table 43 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2012-2017
  • Table 44 Forecast Sales of Alcoholic Drinks by Category: Total Value 2012-2017
  • Table 45 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2012-2017
  • Table 46 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2012-2017

DEFINITIONS

Published data comparisons

SOURCES

  • Summary 13 Research Sources

Segmentation

This market research report includes the following:

  • Beer
    • Dark Beer
      • Imported Dark Beer
    • Lager
      • Premium Lager
        • Domestic Premium Lager
        • Imported Premium Lager
      • Standard Lager
        • Domestic Standard Lager
        • Imported Standard Lager
      • Economy Lager
        • Domestic Economy Lager
        • Imported Economy Lager
    • Lager by Origin
      • Domestic Lager
        • Domestic Premium Lager
        • Domestic Standard Lager
        • Domestic Economy Lager
      • Imported Lager
        • Imported Premium Lager
        • Imported Standard Lager
        • Imported Economy Lager
    • Low/Non- Alcohol Beer
      • Low Alcohol Beer
      • Non-Alcoholic Beer
    • Stout

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Pricing
  • Exports by Country - Value
  • Exports by Country - Volume
  • Imports by Country - Value
  • Imports by Country - Volume
  • Off-trade vs On-trade
  • Products by Ingredient
  • Trade Statistics - Value
  • Trade Statistics - Volume

Market size details:

  • Off-trade volume
  • Off-trade volume % growth
  • Off-trade volume per capita
  • On-trade volume
  • On-trade volume % growth
  • On-trade volume per capita
  • Total volume
  • Total volume % growth
  • Total volume per capita
  • Off-trade value retail selling price % growth
  • Off-trade value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Off-trade value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • On-trade value retail selling price % growth
  • On-trade value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • On-trade value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Total value retail selling price % growth
  • Total value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Total value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Off-trade value manufacturer selling price % growth
  • Off-trade value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Off-trade value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • On-trade value manufacturer selling price % growth
  • On-trade value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • On-trade value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Total value manufacturer selling price % growth
  • Total value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Total value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Off-trade rtd volume
  • Off-trade rtd volume % growth
  • Off-trade rtd volume per capita
  • On-trade rtd volume
  • On-trade rtd volume % growth
  • On-trade rtd volume per capita
  • Total rtd volume
  • Total rtd volume % growth
  • Total rtd volume per capita
  • Off-trade volume litres of pure alcohol
  • Off-trade volume litres of pure alcohol % growth
  • Off-trade volume litres of pure alcohol per capita
  • On-trade volume litres of pure alcohol
  • On-trade volume litres of pure alcohol % growth
  • On-trade volume litres of pure alcohol per capita
  • Total volume litres of pure alcohol
  • Total volume litres of pure alcohol % growth
  • Total volume litres of pure alcohol per capita

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