Sports Drinks in Taiwan

PROSPECTS

Competition from bottled water

Sports drinks saw declines in retail volume and current value terms towards the end of the review period, and this negative trend is expected to continue over the forecast period. The taste of sports drinks remains popular among local consumers; however, awareness of their high sodium content increases health concerns and encourages careful consumption, with purchases linked to exercise regimes.

Repositioning towards “light” hydration drinks

Sports drinks players target active consumers who exercise regularly. These consumers adopt healthy lifestyles and pay extra attention to their calorie intake.

Growing interest in outdoor activities widens the potential consumer base

More and more Taiwanese consumers are trying to lead healthier lifestyles. This is seeing an increasing number of consumers participate in sports or exercise regularly.

COMPETITIVE LANDSCAPE

Local dominance in sports drinks

Local players hold sway in sports drinks, largely due to the dominance of Vitalon Foods’s Super Supau and King Car Food Industrial’s Pocari Sweat. Both brands grew their retail value shares over the review period, with some fluctuation, as the category stagnated, with fewer new brands appearing on the scene.

Sports events vital for developing brand awareness

Sports drinks companies grow brand awareness by sponsoring major sporting events. The increasing interest in jogging and marathons provides strong opportunities to reach out to the target audience.

Companies gear marketing towards young consumers

Instead of focusing only on taste, sports drinks companies are also designing fashionable and trendy packages to gain the interest of younger generations. The manufacturer of the leading Super Supau brand, Vitalon Foods has invited a well-known designer to direct the package design for its new Supau S “light” sports drinks.

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