FF bottled water products positioned as having alkaline properties or being high in mineral ions continued to gain popularity in Taiwan in 2021. Interest in such products has been on the rise for a number of years, and this trend has recently gained momentum as the COVID-19 pandemic has made consumers more health-conscious.
FF sports drinks posted steep double-digit declines in volume and current value terms in 2021. This was mainly because many Taiwanese consumers became less inclined to maintain their regular sports and fitness routines while spending more time at home due to a significant increase in community transmission of COVID-19.
With the home seclusion trend greatly reducing the potential for impulse purchases and on-the-go consumption occasions, FF RTD tea saw volume and current value growth rates slow in 2021. Nonetheless, it still outperformed all of the other main FF soft drinks categories.
FF beverages containing probiotic ingredients that can improve digestive function are expected to perform well over the forecast period, and this area should also be a focal point for innovation among manufacturers. While interest in such products has been on the rise for several years, they have recently attracted greater attention as concerns surrounding the COVID-19 pandemic have made Taiwanese consumers more aware of the important role gut health plays with regard to the immune system and weight management.
FF fruit/herbal tea has been hard hit by the fallout of COVID-19, as this category is traditionally heavily reliant on on-trade consumption by foreign tourists visiting Taiwan. With inbound tourism collapsing due to some of the strictest border controls in the world, manufacturers and distributors of such products have reoriented their marketing strategies to target a domestic audience more aggressively, particularly higher-income urban dwellers.
FF plant-based and malt-based hot drinks is expected to see volume and current value sales grow steadily throughout the forecast period. Population ageing in Taiwan will be a key driver of demand, as consumption of non-chocolate-based other hot drinks is traditionally highest among older demographics.
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This category includes fortified/functional beverages. When identifying fortified/functional products, we focus on products to which health ingredients or/and nutrients have been added as well as brands that are positioned to deliver a certain functionality. To be included here the enhancement has to be highlighted in the label or hold a health claim/nutritional claim. Fortified/functional food and beverages provide health benefits beyond their nutritional value and/or the level of added ingredients wouldn’t normally be found in that product. To merit inclusion in this category, the defining criterion here is that the product must have been actively fortified/enhanced during production. As such, inherently healthy products such as 100% fruit/vegetable juices are only included under "fortified/functional" if additional health ingredients (e.g. calcium, omega-3) have been added. To be included, the health benefit needs to form part of positioning/marketing of the product.See All of Our Definitions
This report originates from Passport, our Fortified/Functional Beverages research and analysis database.
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