Carbonates in Taiwan

PROSPECTS

Concern over high sugar intake hits demand

Growing health concerns see consumers pay close attention to their intake of sugar and calories. As the debate over the harmful impact of sugar consumption escalates, consumers are moving away from carbonates, especially when there are no additional features or benefits.

Major sports event provides short-term boost in 2018

The 2018 FIFA World Cup had a positive impact on sales of carbonates in the off- and on-trade channels. Carbonates remain popular drinks at parties and other social gatherings, while major sports events provide a perfect opportunity for family and friends to get together.

The carbonates offer is diluted

Carbonates continued to see much slower volume sales decreases in the on-trade channel, compared with the off-trade channel, in 2018. Carbonates are widely available through major fast food outlets and restaurants in Taiwan.

COMPETITIVE LANDSCAPE

Hey Song sees investment

While international brands Coca-Cola and Pepsi are well recognised by Taiwanese consumers, a local offering, Hey Song, is the leading brand in off-trade volume sales terms. The manufacturer, Hey-Song Corp, is investing in a new look for its key brand.

Brand loyalty plays a significant role

While paying close attention to trends and remaining highly responsive to new products, Taiwanese consumers show relatively high brand loyalty in carbonates. Due to the very different tastes offered by brands and long-term consumption habits consumers are sensitive to subtle changes in taste.

Younger consumers a core audience for manufacturers

Younger generations are the core consumers of carbonates in Taiwan. Brand strategies that cater to younger consumers are crucial for manufacturers.

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