Naturally Healthy Beverages in Taiwan

PROSPECTS

Consumers favour more natural food

The concept that “you are what you eat” and that the root cause of any illness is closely related to daily diet and lifestyle paved the way for various dietary theories. As numerous food safety issues related to complex food manufacturing processes, theories that respect the inherit benefits of food in its natural state became mainstream.

Clearly labelled place of origin adds credibility

While purchasing drinks known to be a good source of nutrients makes consumers feel they are making healthier purchases, various elements are considered when evaluating whether or not a product is healthy overall. Consumers feel comfortable opting for products containing a limited number of ingredients on the premise that these are clean and high quality.

COMPETITIVE LANDSCAPE

Competition from tea shops and juice stands

Companies competed fiercely and actively launched new products that offered all of the HW elements sought by consumers, including reduced sugar, credible place of origin and natural ingredients. Uni-President Enterprises Corp’s Cha Li Wang was the leading brand, which benefited from significant marketing support.

Small players take different approach

Private label products, which together accounted for only a minor retail value share, were often positioned as higher quality to differentiate them from major brands. For example, tea was offered in smaller pack sizes, delicate packaging designs and used well-known tea origins such as Ta Ping Lin and Li Shan to shape the overall high quality brand image.

Files are delivered directly into your account within a few minutes of purchase.