Executive Summary

Apr 2019
Ongoing growth for health and wellness

Demand for health and wellness products remained strong in Taiwan in 2018, despite increasing market maturity. Local consumers have not been immune to the global health and wellness trend and are becoming more aware of the importance of looking after their health, particularly with regard to the products they consume.

Focus on rebuilding consumer confidence in food and drink products

Consumers have become increasingly concerned about the products they consume after experiencing several food safety scandals in recent years. As a result, many consumers are now inclined to favour reputable brands offering simpler formulas and ingredients of known provenance.

Uni-President, Standard Foods and Vitalon remain the leading players in 2018

Uni-President Enterprises, Standard Foods and Vitalon Foods remained the top two players in health and wellness in 2018. The leading players have a long-standing presence in the country with well-recognised and trusted brands and have extensive product portfolios and wide distribution networks.

Modern grocery retailers remains an important channel for health and wellness

Convenience stores, supermarkets and hypermarkets hold the strongest shares of sales of health and wellness products in 2018. These outlets are widespread with the latter two expanding rapidly in the country, with consumers appreciating their one-stop shopping convenience.

Further growth likely for health and wellness over the forecast period

The health and wellness market in Taiwan is set to experience positive retail value growth over the forecast period. Consumers are likely to seek products that help them better cope with their increasingly hectic and stressful lifestyles, particularly embracing products that offer them convenience and added value.

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Health and Wellness in Taiwan

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Overview

Discover the latest market trends and uncover sources of future market growth for the Health and Wellness industry in Taiwan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Health and Wellness industry in Taiwan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Health and Wellness in Taiwan market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Health and Wellness in Taiwan?
  • What are the major brands in Taiwan?
  • Were the sales of health and wellness affected by the global recession?
  • What functional ingredients in food and drinks are in fashion in Taiwan?
  • Is the organic movement still growing?
  • Are weight management food and drinks driven by product reformulation?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Health and Wellness market research database.

Health and Wellness in Taiwan

EXECUTIVE SUMMARY

Ongoing growth for health and wellness
Focus on rebuilding consumer confidence in food and drink products
Uni-President, Standard Foods and Vitalon remain the leading players in 2018
Modern grocery retailers remains an important channel for health and wellness
Further growth likely for health and wellness over the forecast period

MARKET DATA

Table 1 Sales of Health and Wellness by Type: Value 2013-2018
Table 2 Sales of Health and Wellness by Type: % Value Growth 2013-2018
Table 3 Sales of Health and Wellness by Category: Value 2013-2018
Table 4 Sales of Health and Wellness by Category: % Value Growth 2013-2018
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2013-2018
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2013-2018
Table 7 NBO Company Shares of Health and Wellness: % Value 2014-2018
Table 8 LBN Brand Shares of Health and Wellness: % Value 2015-2018
Table 9 Distribution of Health and Wellness by Format: % Value 2013-2018
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2018
Table 11 Forecast Sales of Health and Wellness by Type: Value 2018-2023
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2018-2023
Table 13 Forecast Sales of Health and Wellness by Category: Value 2018-2023
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2018-2023
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2018-2023
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Fortified/Functional Packaged Food in Taiwan

HEADLINES

PROSPECTS

FF milk formula is the key driver
Manufacturers set to widen their ingredients to make their products increasingly fortified/functional
FF powder milk products in line with demographic trends

COMPETITIVE LANDSCAPE

International players characterise the category
Yakult Honsha retains it outright lead in FF yoghurt
Growing competition from premium yoghurts

CATEGORY DATA

Table 17 Sales of Fortified/Functional Packaged Food by Category: Value 2013-2018
Table 18 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2013-2018
Table 19 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2013-2018
Table 20 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2013-2018
Table 21 Key Functional Ingredients in Fortified/Functional Milk: % Value 2013-2018
Table 22 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2013-2018
Table 23 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2014-2018
Table 24 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2015-2018
Table 25 Distribution of Fortified/Functional Packaged Food by Format: % Value 2013-2018
Table 26 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2018-2023
Table 27 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2018-2023

Free From in Taiwan

HEADLINES

PROSPECTS

Innovation is a key growth driver
Manufacturers become increasingly adventurous
Meat free alternatives to drive growth

COMPETITIVE LANDSCAPE

Uni-President Enterprises struggles to maintain its leading share
Further challenges ahead for the leading players
Manufacturers innovate intensively to maintain their competitive edge

CATEGORY DATA

Table 28 Sales of Free From by Category: Value 2013-2018
Table 29 Sales of Free From by Category: % Value Growth 2013-2018
Table 30 NBO Company Shares of Free From: % Value 2014-2018
Table 31 LBN Brand Shares of Free From: % Value 2015-2018
Table 32 Distribution of Free From by Format: % Value 2013-2018
Table 33 Forecast Sales of Free From by Category: Value 2018-2023
Table 34 Forecast Sales of Free From by Category: % Value Growth 2018-2023

Naturally Healthy Packaged Food in Taiwan

HEADLINES

PROSPECTS

Simplicity, quality and provenance are key to category growth
Industry players set to become more inventive in their marketing campaigns
Good prospects for NH cereal bars

COMPETITIVE LANDSCAPE

Standard Foods maintains a strong presence
Standard Foods seeks new growth opportunities
Share growth for I-Mei Foods

CATEGORY DATA

Table 35 Sales of NH Packaged Food by Category: Value 2013-2018
Table 36 Sales of NH Packaged Food by Category: % Value Growth 2013-2018
Table 37 NBO Company Shares of NH Packaged Food: % Value 2014-2018
Table 38 LBN Brand Shares of NH Packaged Food: % Value 2015-2018
Table 39 Distribution of NH Packaged Food by Format: % Value 2013-2018
Table 40 Forecast Sales of NH Packaged Food by Category: Value 2018-2023
Table 41 Forecast Sales of NH Packaged Food by Category: % Value Growth 2018-2023

Fortified/Functional Beverages in Taiwan

HEADLINES

PROSPECTS

Loss of trust limits potential
Functional products’ comparative advantage sustains category

COMPETITIVE LANDSCAPE

Bottled water supports category
Energy drinks rebrand with the use of naturally functional ingredients

CATEGORY DATA

Table 42 Sales of Fortified/Functional Beverages by Category: Value 2013-2018
Table 43 Sales of Fortified/Functional Beverages by Category: % Value Growth 2013-2018
Table 44 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2013-2018
Table 45 Key Functional Ingredients in Fortified/Functional Non-Cola Carbonates: % Value 2013-2018
Table 46 Key Functional Ingredients in Fortified/Functional 100% Juice: % Value 2013-2018
Table 47 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2013-2018
Table 48 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2013-2018
Table 49 Key Functional Ingredients in Fortified/Functional RTD Tea: % Value 2013-2018
Table 50 NBO Company Shares of Fortified/Functional Beverages: % Value 2014-2018
Table 51 LBN Brand Shares of Fortified/Functional Beverages: % Value 2015-2018
Table 52 Distribution of Fortified/Functional Beverages by Format: % Value 2013-2018
Table 53 Forecast Sales of Fortified/Functional Beverages by Category: Value 2018-2023
Table 54 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2018-2023

Naturally Healthy Beverages in Taiwan

HEADLINES

PROSPECTS

Consumers favour more natural food
Clearly labelled place of origin adds credibility

COMPETITIVE LANDSCAPE

Competition from tea shops and juice stands
Small players take different approach

CATEGORY DATA

Table 55 Sales of NH Beverages by Category: Value 2013-2018
Table 56 Sales of NH Beverages by Category: % Value Growth 2013-2018
Table 57 NBO Company Shares of NH Beverages: % Value 2014-2018
Table 58 LBN Brand Shares of NH Beverages: % Value 2015-2018
Table 59 Distribution of NH Beverages by Format: % Value 2013-2018
Table 60 Forecast Sales of NH Beverages by Category: Value 2018-2023
Table 61 Forecast Sales of NH Beverages by Category: % Value Growth 2018-2023

Better For You Beverages in Taiwan

HEADLINES

PROSPECTS

Trend towards reduced sugar varieties
Labelling requirement helps consumers identify BFY products

COMPETITIVE LANDSCAPE

Explicit change helps win back consumers who turned to tea shops
Associating reduced sugar with relieving burden concept revives category

CATEGORY DATA

Table 62 Sales of BFY Beverages by Category: Value 2013-2018
Table 63 Sales of BFY Beverages by Category: % Value Growth 2013-2018
Table 64 NBO Company Shares of BFY Beverages: % Value 2014-2018
Table 65 LBN Brand Shares of BFY Beverages: % Value 2015-2018
Table 66 Distribution of BFY Beverages by Format: % Value 2013-2018
Table 67 Forecast Sales of BFY Beverages by Category: Value 2018-2023
Table 68 Forecast Sales of BFY Beverages by Category: % Value Growth 2018-2023

Better For You Packaged Food in Taiwan

HEADLINES

PROSPECTS

BFY packaged food is characterised by sugar-free gum
Slow innovation and small category size limit potential though new age sweeteners may offer potential
BFY reduced sugar yoghurt achieves the strongest retail value growth

COMPETITIVE LANDSCAPE

Wrigley Taiwan retains its outright lead
Strong marketing boosts sales
Intense competition drives investment in innovation and marketing of reduced sugar yoghurt

CATEGORY DATA

Table 69 Sales of BFY Packaged Food by Category: Value 2013-2018
Table 70 Sales of BFY Packaged Food by Category: % Value Growth 2013-2018
Table 71 NBO Company Shares of BFY Packaged Food: % Value 2014-2018
Table 72 LBN Brand Shares of BFY Packaged Food: % Value 2015-2018
Table 73 Distribution of BFY Packaged Food by Format: % Value 2013-2018
Table 74 Forecast Sales of BFY Packaged Food by Category: Value 2018-2023
Table 75 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2018-2023

Organic Beverages in Taiwan

PROSPECTS

Organic Packaged Food in Taiwan

HEADLINES

PROSPECTS

Regulatory barriers and consumer uncertainty restrict the development of organic packaged food
Imported organic products also face restrictions
Organic rice remains the largest category in organic packaged food

COMPETITIVE LANDSCAPE

Organic packaged food remains highly fragmented
Organic players invest in stronger branding and improved packaging
Rice producers remain the leading players in organic packaged food

CATEGORY DATA

Table 76 Sales of Organic Packaged Food by Category: Value 2013-2018
Table 77 Sales of Organic Packaged Food by Category: % Value Growth 2013-2018
Table 78 NBO Company Shares of Organic Packaged Food: % Value 2014-2018
Table 79 LBN Brand Shares of Organic Packaged Food: % Value 2015-2018
Table 80 Distribution of Organic Packaged Food by Format: % Value 2013-2018
Table 81 Forecast Sales of Organic Packaged Food by Category: Value 2018-2023
Table 82 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2018-2023