Bottled Water in Taiwan

PROSPECTS

Category players turn to new packaging in the face of mature demand

Demand for bottled water remains saturated in Taiwan. These products are widely regarded as absolute essentials for most households and as a result consumers tend to focus on low prices and convenience when purchasing bottled water.

Demand for carbonated bottled water continues to increase

2019 saw carbonated bottled water register the strongest sales growth of any bottled water category. This was spurred by the entry of numerous local players during the review period, which widened the product range and enhanced competition, resulting in lower prices.

COMPETITIVE LANDSCAPE

Local brands remain the key players in bottled water

The list of Taiwan’s leading bottled water brands is heavily dominated by local brands. Indeed, there is generally little room for foreign brands to carve out sales in a category of product that are seen as basic essentials.

Vitalon’s Super Supau sports drink brand is launched in carbonated bottled water

2019 saw local player Vitalon launch carbonated water under its well-known sports drink brand Super Supau. This presents an explicit attempt by the company to expand the range of products offered under the Super Supau brand in an effort to boost overall consumer awareness of the name.

Uni-President leverages a new premium image to boost sales

Towards the end of the review period, category leader Uni-President Enterprises Corp turned to premiumisation and to improve the appeal of its various bottled water brands. This involved updating packaging to lend products a more upmarket image and launching crossover series which are associated with upmarket events.

Alkaline water expected to become a major trend in bottled water

The forecast period is expected to see beneficial alkaline water become a major trend in bottled water in Taiwan. Taiyen Biotech, a company which is part-owned by the government of Taiwan, has been developing a range of beneficial alkaline bottled water.

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