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