Executive Summary

Jul 2019
Cider/perry sees dynamic growth while craft beer attracts increasing interest

Alcoholic drinks witnessed moderate growth in total volume terms in 2018, with growth limited to an extent by the maturity of beer, which dominates sales. Nevertheless, cider/perry witnessed dynamic double-digit growth in total volume terms in 2018 with consumers drawn to the refreshing taste, with it being particularly popular among female drinkers, some of who do not like the taste of beer.

New product development driving growth in alcoholic drinks

Alcoholic drinks in Taiwan was boosted by new product development from some of the leading players towards the end of the review period. For example, seasonal editions such as summer/winter fruit flavours in RTDs and limited editions for Christmas and Valentine’s day helped to stimulate interest.

Companies target young adult consumer base

The consumer base for alcoholic drinks in Taiwan is getting younger, with beer, cider/perry and RTDs being targeted at consumers aged 25-35 years. Players are introducing new products to attract these consumers who are often drawn towards new experiences and novelties.

Convenience stores an increasingly popular channel for alcoholic drinks

Convenience stores is the leading distribution channel for alcoholic drinks through the off-trade with it accounting for a significant share of beer sales as well as dominating the sale of cider/perry and RTDs. Convenience stores are particularly popular for purchases of small pack sizes.

consumers expected to focus on quality when it comes to Alcoholic Drinks

Alcoholic drinks in Taiwan is likely to suffer from saturation over the forecast period with demand for some products waning due to shifting trends and a growing focus on health and wellness. Spirits is expected to continue declining in total volume terms with these products losing their status as a popular gift option, while a growing focus on the dangers of consuming high-strength alcohol is also impacting demand.

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Alcoholic Drinks in Taiwan

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Overview

Discover the latest market trends and uncover sources of future market growth for the Alcoholic Drinks 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 Alcoholic Drinks industry in Taiwan, our research will save you time and money while empowering you to make informed, profitable decisions.

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The Alcoholic Drinks 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 shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Alcoholic Drinks in Taiwan?
  • What are the major brands in Taiwan?
  • Have there been any alcoholic drinks legislative changes over the past 12 months?
  • How is the alcoholic drinks industry affected by the recession?
  • What is consumed more; beer, wine or spirits?
  • What have been the key trends seen in new product developments?
  • Do alcoholic drinks consumers want value for money or added value?

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.

Alcoholic Drinks in Taiwan

EXECUTIVE SUMMARY

Cider/perry sees dynamic growth while craft beer attracts increasing interest
New product development driving growth in alcoholic drinks
Companies target young adult consumer base
Convenience stores an increasingly popular channel for alcoholic drinks
consumers expected to focus on quality when it comes to Alcoholic Drinks

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 1 Number of On-trade Establishments by Type 2013-2018

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2018

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 2 Retail Consumer Expenditure on Alcoholic Drinks 2013-2018

MARKET DATA

Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 4 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2018
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2018
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2018
Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2018
Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 13 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources

Beer in Taiwan

HEADLINES

PROSPECTS

Convenience stores benefits from growing variety of beer options
Imported lager sees strong growth
Rising interest in local breweries and craft beer

COMPETITIVE LANDSCAPE

King Car Food launches Buckskin beer
Local Taihu Brewing offers new beer varieties with Taiwanese flavours
Taiwan Tobacco & Liquor Corp retains dominance despite declining sales

CATEGORY BACKGROUND

Lager price band methodology
Summary 3 Lager by Price Band 2018
Table 18 Number of Breweries 2013-2018

CATEGORY DATA

Table 19 Sales of Beer by Category: Total Volume 2013-2018
Table 20 Sales of Beer by Category: Total Value 2013-2018
Table 21 Sales of Beer by Category: % Total Volume Growth 2013-2018
Table 22 Sales of Beer by Category: % Total Value Growth 2013-2018
Table 23 Sales of Beer by Off-trade vs On-trade: Volume 2013-2018
Table 24 Sales of Beer by Off-trade vs On-trade: Value 2013-2018
Table 25 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 26 Sales of Beer by Off-trade vs On-trade: % Value Growth 2013-2018
Table 27 GBO Company Shares of Beer: % Total Volume 2014-2018
Table 28 NBO Company Shares of Beer: % Total Volume 2014-2018
Table 29 LBN Brand Shares of Beer: % Total Volume 2015-2018
Table 30 Forecast Sales of Beer by Category: Total Volume 2018-2023
Table 31 Forecast Sales of Beer by Category: Total Value 2018-2023
Table 32 Forecast Sales of Beer by Category: % Total Volume Growth 2018-2023
Table 33 Forecast Sales of Beer by Category: % Total Value Growth 2018-2023

Cider/Perry in Taiwan

HEADLINES

PROSPECTS

Cider/perry targets young female consumers of legal drinking age
Off-trade dominates sales of cider/perry
Cider/perry the most dynamic category within alcoholic drinks

COMPETITIVE LANDSCAPE

Strongbow Apple ciders remains the leading brand
Somersby the other significant player
New entrants add variety to a consolidated market

CATEGORY DATA

Table 34 Sales of Cider/Perry: Total Volume 2013-2018
Table 35 Sales of Cider/Perry: Total Value 2013-2018
Table 36 Sales of Cider/Perry: % Total Volume Growth 2013-2018
Table 37 Sales of Cider/Perry: % Total Value Growth 2013-2018
Table 38 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2013-2018
Table 39 Sales of Cider/Perry by Off-trade vs On-trade: Value 2013-2018
Table 40 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 41 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2013-2018
Table 42 GBO Company Shares of Cider/Perry: % Total Volume 2014-2018
Table 43 NBO Company Shares of Cider/Perry: % Total Volume 2014-2018
Table 44 LBN Brand Shares of Cider/Perry: % Total Volume 2015-2018
Table 45 Forecast Sales of Cider/Perry: Total Volume 2018-2023
Table 46 Forecast Sales of Cider/Perry: Total Value 2018-2023
Table 47 Forecast Sales of Cider/Perry: % Total Volume Growth 2018-2023
Table 48 Forecast Sales of Cider/Perry: % Total Value Growth 2018-2023

Spirits in Taiwan

HEADLINES

PROSPECTS

Cocktail trend supports stronger performance in on-trade
Whiskies benefits from increase in marketing activities and greater product awareness
Chinese spirits sees steady sales

COMPETITIVE LANDSCAPE

Local whiskies brand Kavalan sees strong growth
Japanese whiskey gains attention from whisky enthusiasts
Taiwan Tobacco & Liquor Corp benefits from wide portfolio

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 4 Benchmark Brands 2018

CATEGORY DATA

Table 49 Sales of Spirits by Category: Total Volume 2013-2018
Table 50 Sales of Spirits by Category: Total Value 2013-2018
Table 51 Sales of Spirits by Category: % Total Volume Growth 2013-2018
Table 52 Sales of Spirits by Category: % Total Value Growth 2013-2018
Table 53 Sales of Spirits by Off-trade vs On-trade: Volume 2013-2018
Table 54 Sales of Spirits by Off-trade vs On-trade: Value 2013-2018
Table 55 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 56 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2013-2018
Table 57 Sales of Dark Rum by Price Platform: % Total Volume 2013-2018
Table 58 Sales of White Rum by Price Platform: % Total Volume 2013-2018
Table 59 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2013-2018
Table 60 Sales of English Gin by Price Platform: % Total Volume 2013-2018
Table 61 Sales of Vodka by Price Platform: % Total Volume 2013-2018
Table 62 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2013-2018
Table 63 GBO Company Shares of Spirits: % Total Volume 2014-2018
Table 64 NBO Company Shares of Spirits: % Total Volume 2014-2018
Table 65 LBN Brand Shares of Spirits: % Total Volume 2015-2018
Table 66 Forecast Sales of Spirits by Category: Total Volume 2018-2023
Table 67 Forecast Sales of Spirits by Category: Total Value 2018-2023
Table 68 Forecast Sales of Spirits by Category: % Total Volume Growth 2018-2023
Table 69 Forecast Sales of Spirits by Category: % Total Value Growth 2018-2023

Wine in Taiwan

HEADLINES

PROSPECTS

Consumers show preference for European wine
Greater attention from young adult consumers
Still light grape wine dominates volume sales

COMPETITIVE LANDSCAPE

Taiwan Tobacco & Liquor Corp retains lead despite growing competition
Wine festivals gain attention
Japanese Sake gaining favour

CATEGORY DATA

Table 70 Sales of Wine by Category: Total Volume 2013-2018
Table 71 Sales of Wine by Category: Total Value 2013-2018
Table 72 Sales of Wine by Category: % Total Volume Growth 2013-2018
Table 73 Sales of Wine by Category: % Total Value Growth 2013-2018
Table 74 Sales of Wine by Off-trade vs On-trade: Volume 2013-2018
Table 75 Sales of Wine by Off-trade vs On-trade: Value 2013-2018
Table 76 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 77 Sales of Wine by Off-trade vs On-trade: % Value Growth 2013-2018
Table 78 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2013-2018
Table 79 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2013-2018
Table 80 Sales of Still White Wine by Price Segment: % Off-trade Volume 2013-2018
Table 81 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2013-2018
Table 82 GBO Company Shares of Still Light Grape Wine: % Total Volume 2014-2018
Table 83 NBO Company Shares of Still Light Grape Wine: % Total Volume 2014-2018
Table 84 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2015-2018
Table 85 GBO Company Shares of Champagne: % Total Volume 2014-2018
Table 86 NBO Company Shares of Champagne: % Total Volume 2014-2018
Table 87 LBN Brand Shares of Champagne: % Total Volume 2015-2018
Table 88 GBO Company Shares of Other Sparkling Wine: % Total Volume 2014-2018
Table 89 NBO Company Shares of Other Sparkling Wine: % Total Volume 2014-2018
Table 90 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2015-2018
Table 91 GBO Company Shares of Non-grape Wine: % Total Volume 2014-2018
Table 92 NBO Company Shares of Non-grape Wine: % Total Volume 2014-2018
Table 93 LBN Brand Shares of Non-grape Wine: % Total Volume 2015-2018
Table 94 Forecast Sales of Wine by Category: Total Volume 2018-2023
Table 95 Forecast Sales of Wine by Category: Total Value 2018-2023
Table 96 Forecast Sales of Wine by Category: % Total Volume Growth 2018-2023
Table 97 Forecast Sales of Wine by Category: % Total Value Growth 2018-2023

Rtds in Taiwan

HEADLINES

PROSPECTS

Off-trade channel key to RTDs
Higher female consumer base due to interest in flavours and low alcohol content
Increasing presence of higher-priced imported products

COMPETITIVE LANDSCAPE

Suntory Holdings Ltd provides various RTD products
Paolyta Co Ltd remains the leading player
Taiwan Tobacco & Liquor Corporation launches their first new RTD product

CATEGORY DATA

Table 98 Sales of RTDS by Category: Total Volume 2013-2018
Table 99 Sales of RTDS by Category: Total Value 2013-2018
Table 100 Sales of RTDS by Category: % Total Volume Growth 2013-2018
Table 101 Sales of RTDS by Category: % Total Value Growth 2013-2018
Table 102 Sales of RTDS by Off-trade vs On-trade: Volume 2013-2018
Table 103 Sales of RTDS by Off-trade vs On-trade: Value 2013-2018
Table 104 Sales of RTDS by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 105 Sales of RTDS by Off-trade vs On-trade: % Value Growth 2013-2018
Table 106 GBO Company Shares of RTDS: % Total Volume 2014-2018
Table 107 NBO Company Shares of RTDS: % Total Volume 2014-2018
Table 108 LBN Brand Shares of RTDS: % Total Volume 2015-2018
Table 109 Forecast Sales of RTDS by Category: Total Volume 2018-2023
Table 110 Forecast Sales of RTDS by Category: Total Value 2018-2023
Table 111 Forecast Sales of RTDS by Category: % Total Volume Growth 2018-2023
Table 112 Forecast Sales of RTDS by Category: % Total Value Growth 2018-2023