Tea in Taiwan

PROSPECTS

Partnerships aim to expand brand awareness

Tea has retained its importance in Taiwan, with further positive growth expected over the forecast period. The growing tea shop culture, which attracts consumers of all ages, has helped to overturn the concept of tea as a traditional beverage for older consumers.

Premiumisation focuses on originality and presentation

Consumers in Taiwan continue to seek premiumisation in tea products, with a focus on originality and packaging design. As Taiwan is known as an important producer of delicate teas, there is a rising tendency among local consumers to purchase products that claim to use 100% Taiwanese tea leaves.

Black tea attracts attention

A shift from lighter taste to black tea has been observed in Taiwan. Young consumers have become more familiar with the stronger teas sold in tea shops.

COMPETITIVE LANDSCAPE

Dynamic players enter the fray

While Taiwanese consumers have tended to prefer branded tea, there is also a growing desire to purchase directly from producers to be sure of product origin. These trends have driven traditional tea growers and farmers’ associations to enter the fray with their own offerings.

Changing landscape for tea companies

The competitive landscape is changing as more new players enter tea in Taiwan, from international and local branded and private label enterprises. Many established companies, including the leader, Ten Ren Tea, which operates its own retail store, have seen their retail value shares dip over the review period, as smaller players make their mark in the category.

Small players seeks opportunities through e-commerce

Large tea brands like Ten Ren, Sun Ten, Lipton and Tradition dominate shelf space in retail outlets. This leaves limited room for smaller players to compete in traditional retail channels.

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