Other plant-based hot drinks continued to dominate other hot drinks in 2018. These grain and oatmeal products remain popular in Taiwan as they are perceived as healthy and convenient and a satisfactory substitute for a light meal.
Malt-based hot drinks and chocolate-based and non-chocolate-based flavoured powder drinks face significant challenges in Taiwan. Growing concerns over the high sugar content of flavoured powder drinks is leading to a more occasional consumption of these products.
Sales of malt-based hot drinks are affected by the falling birth rate, as these products are mainly purchased by parents for younger children. As older children and teenagers start to choose their own drinks, they move away from malt-based hot drinks.
Local companies offering products with traditional ingredients dominate other plant-based hot drinks, with each brand featuring a wide product variety. With the optimistic outlook for other plant-based hot drinks, competition is expected to intensify as consumers respond favourably to new flavours.
Malt-based hot drinks is dominated by Associated British Foods’s Ovaltine and Nestlé’s Milo. While both brands are seeing their target audience shrink in line a falling birth rate, their manufacturers have made concerted efforts to expand the consumer base through partnerships.
The challenges facing flavoured powder drinks players in Taiwan are forcing key players to take serious measures. The use of flavour additives has discouraged the consumption of non-chocolate-based flavoured powder drinks, which is expected to see further declines in retail volume and current value sales in the forecast period.
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This industry report originates from Passport, our Hot Drinks market research database.