Executive Summary

Jul 2019
PROSPECTS
Cocktail trend supports stronger performance in on-trade

While spirits registered a decline in volume terms through both channels it was the on-trade that saw a slightly better performance in 2018. Sales suffered through the off-trade and on-trade as a result of Taiwan’s weak economy with consumers cutting back on non-essential spending, with spirits carrying a higher price than other alcoholic drinks.

Whiskies benefits from increase in marketing activities and greater product awareness

Whiskies was one of the few areas to record growth in total volume terms in 2018. After the dominant category of Chinese spirits, whiskies is the largest category within spirits in Taiwan.

Chinese spirits sees steady sales

Chinese spirits continued to dominate total volume sales of spirits in Taiwan in 2019. The category is largely made up of the popular local drink kaoliang, which has a long history of consumption in the country and in mainland China.

COMPETITIVE LANDSCAPE
Local whiskies brand Kavalan sees strong growth

Kinmen Kaoliang Liquor Inc holds a strong lead in spirits thanks to its dominance in Chinese spirits with its Kinmen Kaoliang Liquor 58 and Kinmen Kaoliang 38 brands. However, while Kinmen saw a decline in total volume terms in 2018 another local player, King Car Food Industrial Co Ltd, registered double digit growth.

Japanese whiskey gains attention from whisky enthusiasts

One of the most dynamic categories within spirits in 2018 was Japanese whisky with it benefiting from a growing reputation for producing high-quality whiskies that meet with local tastes. Products from Japan in general have a reputation for high quality, while they are also trusted to be more natural.

Taiwan Tobacco & Liquor Corp benefits from wide portfolio

Taiwan Tobacco & Liquor Corp retained second place in spirits in 2018 with it offering a wide portfolio of products including holding the lead in brandy, rum and other whiskies. Although a number of its brands saw a decline in total volume terms in 2018 due to waning interest in spirits, its Yu He brand of Chinese herbal spirits saw extraordinary growth in 2018.

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Spirits in Taiwan

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Overview

Discover the latest market trends and uncover sources of future market growth for the Spirits 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 Spirits industry in Taiwan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Spirits 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 volume 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 Spirits in Taiwan?
  • What are the major brands in Taiwan?
  • Are consumers switching from international spirits to ‘cheaper’ local spirits as consumer spending is being squeezed?
  • What is the most popular price point for blended Scotch; super-premium, premium, standard or economy and has the recession resulted in a switch?
  • How do premium vs standard vs economy brands compete for sales?
  • What are the key flavours in vodka?

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 Alcoholic Drinks market research database.

Spirits in Taiwan - Category analysis

HEADLINES

PROSPECTS

Cocktail trend supports stronger performance in on-trade
Whiskies benefits from increase in marketing activities and greater product awareness
Chinese spirits sees steady sales

COMPETITIVE LANDSCAPE

Local whiskies brand Kavalan sees strong growth
Japanese whiskey gains attention from whisky enthusiasts
Taiwan Tobacco & Liquor Corp benefits from wide portfolio

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 1 Benchmark Brands 2018

CATEGORY DATA

Table 1 Sales of Spirits by Category: Total Volume 2013-2018
Table 2 Sales of Spirits by Category: Total Value 2013-2018
Table 3 Sales of Spirits by Category: % Total Volume Growth 2013-2018
Table 4 Sales of Spirits by Category: % Total Value Growth 2013-2018
Table 5 Sales of Spirits by Off-trade vs On-trade: Volume 2013-2018
Table 6 Sales of Spirits by Off-trade vs On-trade: Value 2013-2018
Table 7 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 8 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2013-2018
Table 9 Sales of Dark Rum by Price Platform: % Total Volume 2013-2018
Table 10 Sales of White Rum by Price Platform: % Total Volume 2013-2018
Table 11 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2013-2018
Table 12 Sales of English Gin by Price Platform: % Total Volume 2013-2018
Table 13 Sales of Vodka by Price Platform: % Total Volume 2013-2018
Table 14 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2013-2018
Table 15 GBO Company Shares of Spirits: % Total Volume 2014-2018
Table 16 NBO Company Shares of Spirits: % Total Volume 2014-2018
Table 17 LBN Brand Shares of Spirits: % Total Volume 2015-2018
Table 18 Forecast Sales of Spirits by Category: Total Volume 2018-2023
Table 19 Forecast Sales of Spirits by Category: Total Value 2018-2023
Table 20 Forecast Sales of Spirits by Category: % Total Volume Growth 2018-2023
Table 21 Forecast Sales of Spirits by Category: % Total Value Growth 2018-2023

Alcoholic Drinks in Taiwan - Industry Overview

EXECUTIVE SUMMARY

Cider/perry sees dynamic growth while craft beer attracts increasing interest
New product development driving growth in alcoholic drinks
Companies target young adult consumer base
Convenience stores an increasingly popular channel for alcoholic drinks
consumers expected to focus on quality when it comes to Alcoholic Drinks

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 22 Number of On-trade Establishments by Type 2013-2018

TAXATION AND DUTY LEVIES

Summary 2 Taxation and Duty Levies on Alcoholic Drinks 2018

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 23 Retail Consumer Expenditure on Alcoholic Drinks 2013-2018

MARKET DATA

Table 24 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 25 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 26 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 27 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 28 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2018
Table 29 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2018
Table 30 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2018
Table 31 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2018
Table 32 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 33 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 34 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 35 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 36 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 37 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 38 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 3 Research Sources