A detailed market research report on the Taiwan beer industry. Researched and published by Canadean.
Introduction and Landscape
Why was the report written?
This report comprises of high level market research data on the Taiwan beer industry, published by Canadean. The report covers total market (on- and off-premise) and includes valuable insight and analysis on beer market trends, brands, brewers, packaging, distribution channels, market valuation and pricing.
What is the current market landscape and what is changing?
In 2012, the total beer market posted a loss of 2% in volumes compared to last year. This is mainly down to tough economic conditions being felt across the country. This has resulted in less visits to on-premise restaurants and hotels, and with it a decline in expenditure on alcoholic drinks in this environment. The off-premise is less affected by the fall, partly due to the difference in cost. It has largely propped up the category, and insulated it from further loss.
What are the key drivers behind recent market changes?
Uncertainty caused by the general economic mood means beer consumption habits have changed from being influenced by taste preferences, and price is now a serious consideration. This has especially affected the higher priced and premium branded beers.
What makes this report unique and essential to read?
The Taiwan Beer Market Insight report is designed for clients needing a quality in-depth understanding of the dynamics and structure of the Beer market. The report provides a much more granular and detailed data set than our competitors. All data has been researched, brand upwards, by an experienced 'on-the-ground' industry analyst who conducts face-to-face interviews with key producers, leading companies in allied industries, distributors and retailers.
Key Features and Benefits
This report provides readers with an excellent way of gaining a thorough understanding of the dynamics and structure of the Taiwan Beer industry. Data includes volumes from 2008 to 2012 plus forecasts for 2013, enabling historical and current trend analysis.
This report provides readers with in-depth market segmentation: mainstream, premium, super premium, discount, alcoholic strength, local segmentation, beer type.
This report provides data and analysis of the performance of both domestic and imported brands and reports on new product activity in 2012.
This report provides an analysis of industry structure, reports on company volumes and contains brewer profiles for major brewers
This report provides distribution channel data (on- vs off-premise) and discusses the latest trends in the key sub-channels. Packaging data includes consumption volumes by pack material, type, size, refillable vs non-refillable, multi-serve vs single serve. Market valuation data and pricing data, including beer consumption by price segment/distribution channel and selected consumer beer prices are also included.
Key Market Issues
Taiwan has become increasingly reliant on trade with China, shifting from an agricultural to manufacturing economy over time, leaving the nation exposed to difficulties across imports of raw materials.
The rising cost of living in cities, and expansion of public transportation and infrastructure, has made it possible for city dwellers to move to the city outskirts, shaping distribution channels across all markets.
Younger generations are more inclined towards western diets such as grills, burgers, bread and pizza, making this group of consumers a good target for imported beers from western countries.
The growth of the modern retail channel, excluding convenience chains, has slowed down or stagnated in the number of stores and in total revenue.
Taiwan's society used to be founded on a widely-inclusive family base. A family usually consisted of three generations, from grandparents to grandchildren. Now the younger generation seek employment in the cities and break away from the family, starting small families of their own in urban areas.
Most exports (55%) go to Japan, but recent efforts are mostly concentrated around exploiting the Chinese market.
The Taiwan beer brand has extended to reach the young adult and female market with the launch of a variant called Mine, while holding onto the original market with the usual advertisement and promotional activities for Taiwan Beer.
Taiwan Tobacco and Liquor Company is by far the most dominant BO, with 67% of the market share. In spite of increased competition and a rise in the volume of competing exports (for the three years previous to 2012), it has managed to increase this share.
Metal can saw a growth in share, and now accounts for half of the market, solidifying its position across both on- and off-premise channels.
Consumption is now becoming more popular on the city outskirts, especially in on-premise. Mainstream and premium brands made inroads into catering establishments: The demand is brought about by the change of consumption habits, where dining out is relatively cheap in the city outskirts compared to the city center.