Naturally Healthy Packaged Food in Taiwan

PROSPECTS

Simplicity, quality and provenance are key to category growth

Taiwan experienced 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.

Industry players set to become more inventive in their marketing campaigns

As consumer interest in the category is expected to strengthen further, the category will continue to grow in terms of product availabilities, variants, and wider pricing options. Industry players will attempt to increase the number of purchasing occasions for their products and are likely to introduce smaller pack sizes for portion control.

Good prospects for NH cereal bars

NH cereal bars was the fastest growing category in NH packaged foods in 2018 though it is developing from a small base. This can be attributed to its healthy appeal and its relative novelty in Taiwan to cater to hectic lifestyles.

COMPETITIVE LANDSCAPE

Standard Foods maintains a strong presence

Standard Foods led NH packaged food in 2018 having a strong presence in NH olive oil and NH high fibre breakfast cereals. The company maintains its stronghold due to its first mover advantage, heavy investments in advertising and continuous new product development that tap into the growing health and wellness trend.

Standard Foods seeks new growth opportunities

On top of its established dominance in NH high fibre breakfast cereals, the company will continue to actively seek new growth engines by expanding into muesli and granola. For instance, in NH olive oil, it is expected to continue premiumising its assortment with healthy premium and exotic oils.

Share growth for I-Mei Foods

The value share of I-Mei Foods continued to rise in 2018. The company competes under the I-Mei brand which is best known in NH fruit snacks, NH high fibre sweet biscuits, NH olive oil, NH high fibre bread, and NH rice.

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