Energy drinks are set to experience relatively modest growth over the forecast period. Demand will be negatively impacted by changing consumer lifestyles, exacerbated by the CVOID-19 pandemic, with consumers spending more time at home, with an increase in hybrid working and a lower incidence of outdoor social and sporting activities.
As consumers become more health conscious, they are becoming more aware of the ingredients used in the energy drinks they consume. Whilst energy drinks are still deemed as fitting health and wellness trends in Taiwan, consumers are increasingly comparing the levels of sugar, taurine and caffeine content between brands.
Players will continue to target their branding and marketing towards young adult consumers, as this will be the core audience for driving future sales. Young people have relatively low levels of brand loyalty and are more willing to try new products, so it is a challenge for players to formulate their customer retention strategies.
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Understand the latest market trends and future growth opportunities for the Energy Drinks industry in Taiwan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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These are functional drinks designed to boost energy levels. Often lightly carbonated, these contain high levels of caffeine and a number of added water-soluble vitamins, most often a selection of B vitamins including niacin, pantothenic acid, vitamin B6, and vitamin B12. Ingredients can also include amino acids such as taurine and glucuronolactone, as well as herbal products such as guarana and ginseng. Can be carbonated or still. Leading brands in off-trade volume include Red Bull, Monster and RockStar. Glucose-based energy beverages such as Lucozade Energy are included here.See All of Our Definitions
This report originates from Passport, our Energy Drinks research and analysis database.
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