Although on-trade outlets were not subject to any restrictions in Taiwan during the COVID-19 pandemic in 2020, some consumers were nevertheless reluctant to socialise in these venues in order to keep their human contact to a minimum. This led to steeper declines in on-trade volume sales than in the off-trade, although to nowhere near the extent witnessed in other countries around the world which suffered significantly higher infection rates than Taiwan.
As more regional and international craft beer brands enter Taiwan, Heineken, traditionally one of the largest beer brands in Taiwan, continued to lose total volume share in 2020. In the last three years of the review period, Budweiser also continued to take share by gaining a strong presence within the “hip” culture within Taiwan.
The trend towards health and wellness was already evident in Taiwan prior to the pandemic and the global health crisis has only strengthened consumers’ desire to lead healthier lives. The increased risks of serious infection from the virus in obese or overweight patients has increased the desire among many Taiwanese to reduce their sugar intake.
Beer is expected to stage a rapid recovery, with good total volume growth expected for 2021. Growth will largely be driven by on-trade sales as many Taiwanese will be keen to socialise with their friends over a beer in bars and restaurants as the virus begins to recede globally.
Craft beer is set to continue to enjoy increasing popularity as some Taiwanese seek a more sophisticated experience when consuming beer. Local brands are set to remain active in infusing complex ingredients.
Beer is facing growing competition from cocktails, which have a strong presence in on-trade channels with an increasing number of cocktail bars in Taiwan. Even in off-trade channels, volume sales of beer have been impacted and cannibalised by spirit-based RTDs, with some beer breweries even shifting their focus to RTD products.
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Understand the latest market trends and future growth opportunities for the Beer industry in Taiwan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Beer research and analysis database.
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