Although the COVID-19 pandemic is widely acknowledged to have been well managed in Taiwan, given the well-publicised global devastation of the COVID-19 pandemic consumers in the country sought to lead healthier lives during the crisis. The increased dangers of severe illness from underlying conditions such as diabetes encouraged many to reduce their sugar consumption in 2020.
The popularity of reduced sugar carbonates has generally been in decline for a number of years in Taiwan and these products now represent a relatively small share of better for you beverages. Although the global health crisis is encouraging many consumers to reduce their sugar intake, many consumers are seeking more natural products in order to achieve this goal.
Protein shakes remains a niche market in Taiwan, but has potential given the global trend towards high protein diets. This niche is enabling smaller companies to enter the area and test the water with new products.
Better for you beverages is set to continue to record good constant 2020 retail value growth throughout the forecast period. The trends evident during the COVID-19 pandemic will accelerate somewhat as consumers continue to avoid sugary beverages and artificial additives.
Reduced sugar RTD tea players are likely to emphasise the zero-calorie and no-added sugar features of their products going forward. Unlike many Western countries, RTD tea is normally green tea in Taiwan, with no added milk or sugar, which therefore plays exceptionally well to the increasing trends towards health, wellness and more natural products.
Although Taiwan is largely a tea drinking nation, and in particular green tea, more consumers are set to adopt the habit of drinking black coffee going forward. Coffee drinkers in the country tend to prefer stronger flavours, with this also applying to RTD coffee, although the quest to reduce their sugar intake will also be evident in overall coffee, with reduced sugar instant coffee also performing well over the forecast period.
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This report originates from Passport, our Better For You Beverages research and analysis database.
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