Abstract
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine
Executive summary
Alcoholic drinks market sees drop in total value sales
In 2006 total sales of alcoholic drinks in Taiwan declined in current value terms for the first time since 2001, due to market saturation. The slow economic growth also caused consumers to become more cautious in their spending, especially on non-necessities. Consumers also refrained from dining out, which was part of the reason for the drop in value for alcoholic drinks. Furthermore, strict drinking regulations led consumers to change drinking habits, with many choosing to drink at home.
New target segments stimulate growth
Since the alcoholic drinks market in Taiwan is saturated, companies seek new ways to increase the consumer base and thus raise growth potential. Women and young adults are the next target segments to which companies plan to promote their drinks. The growing social status of women, as well as the increased acceptance of female drinkers, has led to manufacturers recognising the untapped potential offered by this consumer segment, while young adults are keen to try a variety of alcohol products. It is also easier to nurture the drinking habits of young adults, since they have less drinking experience than their older counterparts, and can be potential loyal customers.
Specialists threatened by growing power of other retailers
Supermarkets and hypermarkets have started to introduce premium variants of wine and spirits to attract sophisticated consumers. Convenience stores also have wine sections, with products sold in smaller packages to attract new or moderate drinkers. Retailers have become more active in wines and spirits, and offer a wider range of products and better service. These emerging retail formats challenged specialist shops, as consumers have a wider choice of products and lower prices.
Gift sets important to sustaining sales
Alcohol gift sets boost value sales, especially during festivals such as Chinese New Year, Mid-Autumn Festival, Dragon Boat Festival and Father' s Day. During such festivals, consumers splurge on their loved ones and bosses to display their generosity and respect. Furthermore, with increasing awareness of wine and its health benefits, consumers find it very appropriate and convenient to give alcohol gift sets.
Alcoholic Drinks expect to perform favourably in the forecast period
While off-trade channels are likely to see demand for alcoholic drinks slow down in the forecast period, on-trade channels are going to be the growth contributor as the night scene continues to develop. In view of the emerging income polarisation where there is an increasing number of high and low income earners, and a dwindling number of middle income consumers, demand for economy and premium brands is likely to surpass that of the mid-priced brands.
Table of Contents
- ALCOHOLIC DRINKS IN TAIWAN : MARKET INSIGHT
- EXECUTIVE SUMMARY
- Alcoholic drinks market sees drop in total value sales
- New target segments stimulate growth
- Specialists threatened by growing power of other retailers
- Gift sets important to sustaining sales
- Alcoholic Drinks expect to perform favourably in the forecast period
- KEY TRENDS AND DEVELOPMENTS
- Lower drinking age to drive marketing theme
- Increasing presence of premium products
- Companies identify females as potential targets for development
- Manufacturers changed strategy to push sales during prolonged summer season
- New format straddles on- and off-trade channels
- Summary 1 Leading Specialist Retailers 2006
- Market Merger and Acquisition Activity
- MARKET BACKGROUND
- Legislation
- TAXATION AND DUTY LEVIES
- Table 1 Taxation and Duty Levies on Alcoholic Drinks 2007
- Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2007
- Table 3 Selling Margin of a Typical Beer Brand 2007
- Table 4 Selling Margin of a Typical Wine Brand 2007
- Table 5 Selling Margin of a Typical Spirits Brand 2007
- OPERATING ENVIRONMENT
- MARKET INDICATORS
- Table 6 Retail Consumer Expenditure on Alcoholic Drinks 2002-2007
- MARKET DATA
- Table 7 Sales of Alcoholic Drinks by Sector: Total Volume 2002-2007
- Table 8 Sales of Alcoholic Drinks by Sector: Total Value 2002-2007
- Table 9 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2002-2007
- Table 10 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2002-2007
- Table 11 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Volume 2007
- Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Value 2007
- Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Volume 2007
- Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Value 2007
- Table 15 Company Shares of Alcoholic Drinks by Global Brand Owner 2003-2006
- Table 16 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2007
- Table 17 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2007
- Table 18 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2007-2012
- Table 19 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2007-2012
- Table 20 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2007-2012
- Table 21 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2007-2012
- DEFINITIONS
- Summary 2 Research Sources
- LOCAL COMPANY PROFILES - TAIWAN
- KINMEN KAOLIANG LIQUOR INC - ALCOHOLIC DRINKS - TAIWAN
- STRATEGIC DIRECTION
- Key Facts
- Summary 3 Kinmen Kaoliang Liquor Inc: Key Facts
- Summary 4 Kinmen Kaoliang: Operational Indicators
- COMPANY BACKGROUND
- PRODUCTION
- Summary 5 Kinmen Kaoliang Liquor Inc: Production Statistics 2006
- COMPETITIVE POSITIONING
- Summary 6 Kinmen Kaoliang Liquor Inc: Competitive Position 2006
- RTC HAVEN INTERNATIONAL CORP - ALCOHOLIC DRINKS - TAIWAN
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 7 RTC Haven International Corp: Key Facts
- Summary 8 RTC Haven International Corp: Operational Indicators
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 9 RTC Haven International Corp: Competitive Position 2006
- SERGIO VALENTE INC - ALCOHOLIC DRINKS - TAIWAN
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 10 Sergio Valente Ltd: Key Facts
- Summary 11 Sergio Valente Ltd: Operational Indicators
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 12 Sergio Valente Ltd: Competitive Position 2006
- TAIWAN TOBACCO & LIQUOR CORP - ALCOHOLIC DRINKS - TAIWAN
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 13 Taiwan Tobacco & Liquor Corp: Key Facts
- Summary 14 Taiwan Tobacco & Liquor Corp: Operational Indicators
- COMPANY BACKGROUND
- PRODUCTION
- Summary 15 Taiwan Tobacco & Liquor Corp: Production Statistics 2006
- Summary 16 Taiwan Tobacco & Liquor Corp: Production Statistics 2006
- COMPETITIVE POSITIONING
- Summary 17 Taiwan Tobacco & Liquor Corp: Competitive
- Position 2006
- UIES - ALCOHOLIC DRINKS - TAIWAN
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 18 UIES: Key Facts
- Summary 19 UIES: Operational Indicators
- COMPANY BACKGROUND
- COMPETITIVE POSITIONING
- Summary 20 UIES: Competitive Position 2006
- BEER IN TAIWAN
- HEADLINES
- TRENDS
- Production, Imports and Exports
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR BACKGROUND
- Lager Price band methodology
- Summary 21 Lager by Price Band 2007
- SECTOR DATA
- Table 22 Sales of Beer by Subsector: Total Volume 2002-2007
- Table 23 Sales of Beer by Subsector: Total Value 2002-2007
- Table 24 Sales of Beer by Subsector: % Total Volume Growth 2002-2007
- Table 25 Sales of Beer by Subsector: % Total Value Growth 2002-2007
- Table 26 Sales of Beer by On-trade vs Off-trade split: Volume 2002-2007
- Table 27 Sales of Beer by On-trade vs Off-trade split: Value 2002-2007
- Table 28 Sales of Beer by On-trade vs Off-trade split: % Volume Growth 2002-2007
- Table 29 Sales of Beer by On-trade vs Off-trade split: % Value Growth 2002-2007
- Table 30 Beer: Production, Imports and Exports: Total Volume 2001-2006
- Table 31 Beer Exports by Country of Destination: Total Volume 2001-2006
- Table 32 Beer Exports by Country of Destination: Total Value 2001-2006
- Table 33 Beer Imports by Country of Origin: Total Volume 2001-2006
- Table 34 Beer Imports by Country of Origin: Total Value 2001-2006
- Table 35 Company Shares of Beer by National Brand Owner 2002-2006
- Table 36 Company Shares of Beer by Global Brand Owner 2002-2006
- Table 37 Brand Shares of Beer 2003-2006
- Table 38 Forecast Sales of Beer by Subsector: Total Volume 2007-2012
- Table 39 Forecast Sales of Beer by Subsector: Total Value 2007-2012
- Table 40 Forecast Sales of Beer by Subsector: % Total Volume Growth 2007-2012
- Table 41 Forecast Sales of Beer by Subsector: % Total Value Growth 2007-2012
- CIDER/PERRY IN TAIWAN
- OVERVIEW
- RTDS/HIGH-STRENGTH PREMIXES IN TAIWAN
- HEADLINES
- TRENDS
- Production, Imports and Exports
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR BACKGROUND
- Published Data Comparisons
- SECTOR DATA
- Table 42 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2002-2007
- Table 43 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2002-2007
- Table 44 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2002-2007
- Table 45 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2002-2007
- Table 46 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2002-2007
- Table 47 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2002-2007
- Table 48 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2002-2007
- Table 49 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2002-2007
- Table 50 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2002-2006
- Table 51 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2002-2006
- Table 52 Brand Shares of RTDS/High-strength Premixes 2003-2006
- Table 53 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2007-2012
- Table 54 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2007-2012
- Table 55 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2007-2012
- Table 56 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2007-2012
- WINE IN TAIWAN
- HEADLINES
- TRENDS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR BACKGROUND
- Published data comparisons
- SECTOR DATA
- Table 57 Sales of Wine by Subsector: Total Volume 2002-2007
- Table 58 Sales of Wine by Subsector: Total Value 2002-2007
- Table 59 Sales of Wine by Subsector: % Total Volume Growth 2002-2007
- Table 60 Sales of Wine by Subsector: % Total Value Growth 2002-2007
- Table 61 Sales of Wine by On-trade vs Off-trade split: Volume 2002-2007
- Table 62 Sales of Wine by On-trade vs Off-trade split: Value 2002-2007
- Table 63 Sales of Wine by On-trade vs Off-trade split: % Volume Growth 2002-2007
- Table 64 Sales of Wine by On-trade vs Off-trade split: % Value Growth 2002-2007
- Table 65 Volume Sales of Still Red Wine by Price Segment 2004-2007
- Table 66 Volume Sales of Still White Wine by Price Segment 2004-2007
- Table 67 Volume Sales of Still Rosé Wine by Price Segment 2004-2007
- Table 68 Volume Sales of Other Sparkling Wine by Price Segment 2004-2007
- Table 69 Sales of Still Red Wine by Grape/Varietal Type 2004-2007
- Table 70 Sales of Still White Wine by Grape/Varietal Type 2004-2007
- Table 71 Sales of Still Rosé Wine by Grape/Varietal Type 2004-2007
- Table 72 Sales of Still Red Wine by Quality Classification 2002-2007
- Table 73 Sales of Still White Wine by Quality Classification 2002-2007
- Table 74 Sales of Still Rosé Wine by Quality Classification 2002-2007
- Table 75 Wine Production, Imports and Exports: Total Volume 2001-2006
- Table 76 Wine Exports by Country of Destination: Total Volume 2001-2006
- Table 77 Wine Exports by Country of Destination: Total Value 2001-2006
- Table 78 Wine Imports by Country of Origin: Total Volume 2001-2006
- Table 79 Wine Imports by Country of Origin: Total Value 2001-2006
- Table 80 Company Shares of Still Light Grape Wine by National Brand Owner 2002-2006
- Table 81 Company Shares of Still Light Grape Wine by Global Brand Owner 2002-2006
- Table 82 Brand Shares of Still Light Grape Wine 2003-2006
- Table 83 Company Shares of Champagne by National Brand Owner 2003-2006
- Table 84 Company Shares of Champagne by Global Brand Owner 2003-2006
- Table 85 Brand Shares of Champagne 2003-2006
- Table 86 Company Shares of Other Sparkling Wine by National Brand Owner 2002-2006
- Table 87 Company Shares of Other Sparkling Wine by Global Brand Owner 2002-2006
- Table 88 Brand Shares of Other Sparkling Wine 2003-2006
- Table 89 Company Shares of Non-grape Wine by National Brand Owner 2003-2006
- Table 90 Company Shares of Non-grape Wine by Global Brand Owner 2003-2006
- Table 91 Brand Shares of Non-grape Wine 2003-2006
- Table 92 Forecast Sales of Wine by Subsector: Total Volume 2007-2012
- Table 93 Forecast Sales of Wine by Subsector: Total Value 2007-2012
- Table 94 Forecast Sales of Wine by Subsector: % Total Volume Growth 2007-2012
- Table 95 Forecast Sales of Wine by Subsector: % Total Value Growth 2007-2012
- SPIRITS IN TAIWAN
- HEADLINES
- TRENDS
- Production, Imports and Exports
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR BACKGROUND
- Vodka, gin and other blended Scotch whisky price band methodology
- Table 96 Benchmark brands -- Taiwan
- Published Data Comparisons
- SECTOR DATA
- Table 97 Sales of Spirits by Subsector: Total Volume 2002-2007
- Table 98 Sales of Spirits by Subsector: Total Value 2002-2007
- Table 99 Sales of Spirits by Subsector: % Total Volume Growth 2002-2007
- Table 100 Sales of Spirits by Subsector: % Total Value Growth 2002-2007
- Table 101 Sales of Spirits by On-trade vs Off-trade split: Volume 2002-2007
- Table 102 Sales of Spirits by On-trade vs Off-trade split: Value 2002-2007
- Table 103 Sales of Spirits by On-trade vs Off-trade split: % Volume Growth 2002-2007
- Table 104 Sales of Spirits by On-trade vs Off-trade split: % Value Growth 2002-2007
- Table 105 Sales of Blended Scotch Whisky by Premium/Super-premium Split 2004-2007
- Table 106 Sales of Gin by Premium/Super-premium Split 2004-2007
- Table 107 Sales of Vodka by Premium/Super-premium Split 2004-2007
- Table 108 Sales of Flavoured vs Non-flavoured Vodka 2004-2007
- Table 109 Spirits Production, Imports and Exports: Total Volume 2001-2006
- Table 110 Whisk(e)y Production, Imports and Exports: Total Volume 2001-2006
- Table 111 Brandy & Cognac Production, Imports and Exports: Total Volume 2001-2006
- Table 112 Vodka Production, Imports and Exports: Total Volume 2001-2006
- Table 113 Gin Production, Imports and Exports: Total Volume 2001-2006
- Table 114 Rum Production, Imports and Exports: Total Volume 2001-2006
- Table 115 Tequila Production, Imports and Exports: Total Volume 2001-2006
- Table 116 Liqueurs Production: Total Volume 2001-2006
- Table 117 Other Spirits Production: Total Volume 2001-2006
- Table 118 Company Shares of Spirits by National Brand Owner 2002-2006
- Table 119 Company Shares of Spirits by Global Brand Owner 2002-2006
- Table 120 Brand Shares of Spirits 2003-2006
- Table 121 Forecast Sales of Spirits by Subsector: Total Volume 2007-2012
- Table 122 Forecast Sales of Spirits by Subsector: Total Value 2007-2012
- Table 123 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2007-2012
- Table 124 Forecast Sales of Spirits by Subsector: % Total Value Growth 2007-2012
