Sports Drinks in Taiwan

PROSPECTS

Sports drinks continues to struggle as consumers prefer bottled water

At the end of the review period, sales of sports tricks remained relatively low in Taiwan, with the category continues to underperform. The main reason for this is that most Taiwanese consumers have a strong preference for bottled water as opposed to sports drinks.

Rising interest in sports and fitness continues to underpin sales growth

The most important background trend supporting sales growth in sports drinks in 2019 was increasing interest in sport and fitness among a wide range of timers consumers. In particular, younger people are becoming increasingly tied to the idea that it is important to exercise vigorously on a regular basis.

COMPETITIVE LANDSCAPE

Vitalon Foods Co continues to dominate sales with its Super Supau brand

Sales of sports drinks in Taiwan remain dominated by the brand Super Supau by Vitalon Foods Co. Super Supau benefits from its very high profile in the market as it has been available for decades and has a very good reputation for effectively hydrating the body before, during and after exercise.

Sponsoring sports events remains at the core of sports drinks promotion

Towards the end of the review period, the leading brands of sports drinks in Taiwan focused their advertising and promotional efforts mainly on the sponsorship of sports events. This is seen as a way to improve consumer awareness of brand names and logos whilst targeting the core consumer base for sports drinks, which is committed sports people and fitness enthusiasts.

New packaging remains key to efforts to appeal to younger consumers

2019 saw a proliferation of trendy and dynamic new packaging designs in sports drinks. In particular, category players are increasingly interested in tapping into strong demand among a young and dynamic consumer base.

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