RTD coffee faces a growing threat from the thriving café culture in Taiwan. The strong density and variety of coffee shops offers a wide choice of products.
Freshness and premiumisation continue to direct consumers’ purchasing decisions. RTD coffee is perceived to contain substandard ingredients by many local consumers.
In terms of taste preference, there has been a shift from milk added to pure black RTD coffee. The growing interest in black coffee is in line with the premiumisation trend.
King Car Food Industrial’s Mr Brown Coffee is the long-time leader. The brand saw the launch of a major new product, black cold brew coffee, which attracted significant attention as RTD coffee stagnated in Taiwan.
Wei Chuan Foods has also invested in new product development with a focus on its refrigerated coffee brand Wei Chuan Bernachon. The company has gradually recovered from the food safety scandal, which also enveloped milk added coffee products.
An increasingly sophisticated coffee drinking culture encourages consumers to pursue better quality products across coffee, whether freshly brewed or RTD. To compete with the thriving offer of coffee shops and coin coffee, RTD coffee players see premiumisation as a non-reversible trend.
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