Health And Wellness - Beverages in Taiwan
1. INTRODUCTION
2. EXECUTIVE SUMMARY
Organic farming becomes more developed in Taiwan Product demand and consumption behaviour varies with lifestyle changes Increasing awareness of globally-known brands drives volume and value growth in coffee Thriving on-trade sales of coffee and tea
3. MARKET BACKGROUND
3.1 Legislation
Nearly 20 years of development of organic farming Latest COA revision on National Organic Standard Industry players urge the government to stipulate a single organic designation Enacted health food label is strongly supported by manufacturers 3.2 Lifestyles
3.3 Beverage Consumption Habits
Juices enjoy high popularity in Taiwan A nation of tea drinkers Meteoric rise of Western coffee culture Other hot drinks mainly consumed at home or at work 3.4 Obesity Rates
3.5 Health and Wellness Drinks On-trade
Lifestyle habits change drinking habits Starbucks is the leading on-trade outlet for coffee sales Traditional teahouses drive on-trade tea volume sales
4. HEALTH AND WELLNESS SOFT DRINKS SALES
4.1 Market Performance
2005 headlines Trade sales regaining momentum since the end of SARS Health consciousness determines consumption trends New product launches capitalise on health concerns Bottled water sales show robust growth
Table 1 Retail Sales of Soft Drinks by Health and Wellness Category: Value 2002-2005
Table 2 Retail Sales of Soft Drinks by Health and Wellness Category: % Value Growth 2002-2005
4.2 Key Trends and Developments
4.3 Key Functional Ingredients
4.4 Retail Distribution
Off-trade distribution trends Supermarkets/hypermarkets remains the main distribution channel for soft drinks 4.5 Retailer Activity and Private Label Trends
Retailer activity Private label trends 4.6 Forecast Market Performance
Forecast headlines Constant growth rate for soft drinks expected Uncertain outlook for HW carbonates Steady growth for HW fruit/vegetable juice Strong forecast growth for bottled water due to consumer health concerns
Table 3 Forecast Retail Sales of Soft Drinks by Health and Wellness Category: Value 2005-2010
Table 4 Forecast Retail Sales of Soft Drinks by Health and Wellness Category: % Value Growth 2005-2010
5. CARBONATES
5.1 Carbonates by Health and Wellness Category
Decline in value and volume rates for carbonates Cola carbonates face competition from non-cola carbonates and other sectors Carbonates resort to price discounts to sustain survival Growth in standard colas depressed by consumers' health consciousness Health consciousness drives HW carbonates sales growth Low calorie carbonates target young adults with weight concerns Low consumer demand for BFY reduced caffeine carbonates Swire Coca-Cola, Pepsi Taiwan Co Ltd and Hey-Song Corp lead in retail sales of carbonates Forecast performance
Table 5 Retail Sales of Carbonates by Health and Wellness Category: Value 2002-2005
Table 6 Retail Sales of Carbonates by Health and Wellness Category: % Value Growth 2002-2005
Table 7 Forecast Retail Sales of Carbonates by Health and Wellness Category: Value 2005-2010
Table 8 Forecast Retail Sales of Carbonates by Health and Wellness Category: % Value Growth 2005-2010
5.2 Company and Brand Analysis
Summary 1 Health and Wellness Carbonates: Major Companies 2004/2005
Table 9 Cola carbonates - BFY Reduced sugar: Brand Rankings 2005
Table 10 Non-cola carbonates - BFY Reduced sugar: Brand Rankings 2005
5.3 Key Functional Ingredients
5.4 New Product Developments
Summary 2 Health and Wellness Carbonates: New Product Launches 2005
5.5 Pricing Strategies
Summary 3 Pricing: Standard vs HW Carbonates 2005
6. FRUIT/VEGETABLE JUICE
6.1 Fruit/Vegetable Juice by Health and Wellness Category
2005 headlines Organic fruit/vegetable juice records the highest growth Fortified/functional fruit/vegetable juice a key category in HW fruit/vegetable juice New products attract consumers'' attention NH (naturally healthy) juice suffers from lack of consumer loyalty Competition from other health drinks Forecast performance
Table 11 Retail Sales of Fruit/Vegetable Juice by Health and Wellness Category: Value 2002-2005
Table 12 Retail Sales of Fruit/Vegetable Juice by Health and Wellness Category: % Value Growth 2002-2005
Table 13 Forecast Retail Sales of Fruit/Vegetable Juice by Health and Wellness Category: Value 2005-2010
Table 14 Forecast Retail Sales of Fruit/Vegetable Juice by Health and Wellness Category: % Value Growth 2005-2010
6.2 Company and Brand Analysis
Summary 4 Health and Wellness Fruit/Vegetable Juice: Major Companies 2004/2005
Table 15 NH 100% juice: Brand Rankings 2005
Table 16 NH 100% Cranberry juice: Brand Rankings 2005
Table 17 Nectars (25-99% juice) - Organic: Brand Rankings 2005
Table 18 Nectars (25-99% juice) - Fortified/functional: Brand Rankings 2005
Table 19 Nectars (25-99% juice) - BFY Reduced sugar: Brand Rankings 2005
Table 20 NH Nectars - Cranberry juice: Brand Rankings 2005
Table 21 Juice drinks (up to 24% juice) - Fortified/functional: Brand Rankings 2005
6.3 Key Functional Ingredients
6.4 New Product Developments
Summary 5 Health and Wellness Fruit/Vegetable Juice: New Product Launches 2005
6.5 Pricing Strategies
Summary 6 Pricing: Standard vs HW Fruit/Vegetable Juice 2005
7. BOTTLED WATER
7.1 Bottled Water by Health and Wellness Category
2005 headlines Growth in sales of HW bottled water fuelled by health concerns Hey-song Fin Deep Sea and Vitalon drive functional bottled water Sales Naturally healthy bottled water gains popularity with consumers Uni-President remains the leading company in HW bottled water Increasing competition puts pressure on prices Forecast performance
Table 22 Retail Sales of Bottled Water by Health and Wellness Category: Value 2002-2005
Table 23 Retail Sales of Bottled Water by Health and Wellness Category: % Value Growth 2002-2005
Table 24 Forecast Retail Sales of Bottled Water by Health and Wellness Category: Value 2005-2010
Table 25 Forecast Retail Sales of Bottled Water by Health and Wellness Category: % Value Growth 2005-2010
7.2 Company and Brand Analysis
Summary 7 Health and Wellness Bottled Water: Major Companies 2004/2005
Table 26 Bottled water - Fortified/functional: Brand Rankings 2005
Table 27 NH Natural mineral water - Still: Brand Rankings 2005
Table 28 NH Spring water - Still: Brand Rankings 2005
Table 29 NH Natural mineral water - Carbonated: Brand Rankings 2005
7.3 Key Functional Ingredients
7.4 New Product Developments
Summary 8 Health and Wellness Bottled Water: New Product Launches 2005
7.5 Pricing Strategies
Summary 9 Pricing: Standard vs HW Bottled Water 2005
8. SOFT DRINKS SECTOR SUMMARIES
8.1 Sports Drinks
Health-conscious consumers choose alternatives to sports drinks New products feature unique selling points Many choices but strong competition among brands Vitalon''s Super Supau leads in sports drinks Other brands supported by wide product portfolio
Table 30 Retail Sales of Sports Drinks: Value 2002-2005
Table 31 Retail Sales of Sports Drinks: % Value Growth 2002-2005
Table 32 Forecast Retail Sales of Sports Drinks: Value 2005-2010
Table 33 Forecast Retail Sales of Sports Drinks: % Value Growth 2005-2010
Table 34 Sports drinks - Fortified/functional: Brand Rankings 2005
Summary 10 Health and Wellness Sports Drinks: New Product Launches 2005
8.2 Energy Drinks
Healthy growth due to strong branding and consumer loyalty Appeal extends beyond the blue-collar worker Bao Li Da Co Ltd strives to regain position after poisoning accident in May, 2005 Paolyta is the leading brand in energy drinks
Table 35 Retail Sales of Energy Drinks: Value 2002-2005
Table 36 Retail Sales of Energy Drinks: % Value Growth 2002-2005
Table 37 Forecast Retail Sales of Energy Drinks: Value 2005-2010
Table 38 Forecast Retail Sales of Energy Drinks: % Value Growth 2005-2010
Table 39 Energy drinks - Fortified/functional: Brand Rankings 2005
Summary 11 Health and Wellness Energy Drinks: New Product Launches 2005
8.3 Elixirs
New flavours and health benefits popular with consumers Brand''s, Standard''s Quaker and Uni-President are the key brands in elixirs
Summary 12 Health and Wellness Elixirs: New Product Launches 2004/2005
8.4 Concentrates
Overall growth of HW concentrates limited with small and fragmented consumer base An upward trend in sales expected for elixir concentrates
Table 40 Retail Sales of Concentrates by Health and Wellness Category: Value 2002-2005
Table 41 Retail Sales of Concentrates by Health and Wellness Category: % Value Growth 2002-2005
Table 42 Forecast Retail Sales of Concentrates by Health and Wellness Category: Value 2005-2010
Table 43 Forecast Retail Sales of Concentrates by Health and Wellness Category: % Value Growth 2005-2010
8.5 RTD Tea
Prevailing health trend and product promotions result in robust growth New products have a significant impact on RTD tea Strong brand development is the key to success
Table 44 Retail Sales of RTD Tea by Health and Wellness Category: Value 2002-2005
Table 45 Retail Sales of RTD Tea by Health and Wellness Category: % Value Growth 2002-2005
Table 46 Forecast Retail Sales of RTD Tea by Health and Wellness Category: Value 2005-2010
Table 47 Forecast Retail Sales of RTD Tea by Health and Wellness Category: % Value Growth 2005-2010
Table 48 RTD tea - Fortified/functional: Brand Rankings 2005
Table 49 RTD tea - BFY Reduced sugar: Brand Rankings 2005
Table 50 NH Green RTD tea: Brand Rankings 2005
Table 51 NH Other RTD tea: Brand Rankings 2005
Summary 13 Health and Wellness RTD Tea: New Product Launches 2005
8.6 RTD Coffee
Development of RTD coffee sector has room for growth
Table 52 Retail Sales of RTD Coffee by Health and Wellness Category: Value 2002-2005
Table 53 Retail Sales of RTD Coffee by Health and Wellness Category: % Value Growth 2002-2005
Table 54 Forecast Retail Sales of RTD Coffee by Health and Wellness Category: Value 2005-2010
Table 55 Forecast Retail Sales of RTD Coffee by Health and Wellness Category: % Value Growth 2005-2010
8.7 Asian Speciality Drinks
Consumers appreciate the nutritional benefits of packaged cereal/pulse-based drinks Popularity of seasonal drinks dependent on ingredients
Table 56 Retail Sales of Asian Speciality Drinks by Health and Wellness Category: Value 2002-2005
Table 57 Retail Sales of Asian Speciality Drinks by Health and Wellness Category: % Value Growth 2002-2005
Table 58 Forecast Retail Sales of Asian Speciality Drinks by Health and Wellness Category: Value 2005-2010
Table 59 Forecast Retail Sales of Asian Speciality Drinks by Health and Wellness Category: % Value Growth 2005-2010
Table 60 Cereal/pulse-based drinks - BFY Reduced sugar: Brand Rankings 2005
Table 61 NH Other Asian speciality drinks: Brand Rankings 2005
Summary 14 Health and Wellness Asian Speciality Drinks: New Product Launches 2004/2005
9. HEALTH AND WELLNESS HOT DRINKS SALES
9.1 Market Performance
Consumers'' health concerns drive new product launches and innovations High prices result in conservative growth for organic coffee More new HW product development in tea than in coffee Consumers inclined towards BFY reduced sugar and BFY reduced fat hot drinks New products readily available at convenience stores
Table 62 Retail Sales of Hot Drinks by Health and Wellness Category: Value 2002-2005
Table 63 Retail Sales of Hot Drinks by Health and Wellness Category: % Value Growth 2002-2005
9.2 Key Trends and Developments
9.3 Key Functional Ingredients
9.4 Retail Distribution
Retail distribution trends 9.5 Retailer Activity and Private Label Trends
Retailer activity Private label trends 9.6 Forecast Market Performance
Forecast headlines Sales of reduced caffeine coffee likely to increase Continued low presence for organic coffee due to high prices Organic green tea drives growth of organic tea sales
Table 64 Forecast Retail Sales of Hot Drinks by Health and Wellness Category: Value 2005-2010
Table 65 Forecast Retail Sales of Hot Drinks by Health and Wellness Category: % Value Growth 2005-2010
10. COFFEE
10.1 Coffee by Health and Wellness Category
2005 headlines Small consumer base for HW coffee products Decaffeinated coffee sales are likely to increase along with the growth of fresh coffee sales Organic coffee sales remain insignificant in Taiwan Manufacturers respond to consumers health and weight concerns Forecast performance
Table 66 Retail Sales of Coffee by Health and Wellness Category: Value 2002-2005
Table 67 Retail Sales of Coffee by Health and Wellness Category: % Value Growth 2002-2005
Table 68 Forecast Retail Sales of Coffee by Health and Wellness Category: Value 2005-2010
Table 69 Forecast Retail Sales of Coffee by Health and Wellness Category: % Value Growth 2005-2010
10.2 Company and Brand Analysis
Summary 15 Health and Wellness Coffee: Major Companies 2004/2005
Table 70 Fresh coffee - BFY Reduced caffeine: Brand Rankings 2005
10.3 New Product Developments
10.4 Pricing Strategies
Summary 16 Pricing: Standard vs HW Coffee 2005
11. TEA
11.1 Tea by Health and Wellness Category
2005 headlines Tea''s benefits sustain its popularity Organic tea is the highest growth HW category Fortified/functional tea is almost nonexistent BFY reduced-sugar and BFY reduced-caffeine teas fail to generate a following in Taiwan Fruit/herbal tea offers a viable alternative to BFY reduced caffeine and organic tea Forecast performance
Table 71 Retail Sales of Tea by Health and Wellness Category: Value 2002-2005
Table 72 Retail Sales of Tea by Health and Wellness Category: % Value Growth 2002-2005
Table 73 Forecast Retail Sales of Tea by Health and Wellness Category: Value 2005-2010
Table 74 Forecast Retail Sales of Tea by Health and Wellness Category: % Value Growth 2005-2010
11.2 Company and Brand Analysis
Summary 17 Health and Wellness Tea: Major Companies 2004/2005
Table 75 Black tea - Organic: Brand Rankings 2005
Table 76 Green tea - Organic: Brand Rankings 2005
Table 77 NH Green Tea: Brand Rankings 2005
Table 78 NH Herbal tea: Brand Rankings 2005
Table 79 NH Other tea: Brand Rankings 2005
11.3 New Product Developments
Summary 18 Health and Wellness Tea: New Product Launches 2005
11.4 Pricing Strategies
Summary 19 Pricing: Standard vs HW Tea 2005
12. OTHER HOT DRINKS
12.1 Other Hot Drinks by Health and Wellness Category
2005 headlines Other hot drinks dominated by other plant-based hot drinks Increased product availability meets broader consumer needs BFY reduced sugar products record the highest growth in other hot drinks BFY reduced fat products show healthy growth in other hot drinks Forecast performance
Table 80 Retail Sales of Other Hot Drinks by Health and Wellness Category: Value 2002-2005
Table 81 Retail Sales of Other Hot Drinks by Health and Wellness Category: % Value Growth 2002-2005
Table 82 Forecast Retail Sales of Other Hot Drinks by Health and Wellness Category: Value 2005-2010
Table 83 Forecast Retail Sales of Other Hot Drinks by Health and Wellness Category: % Value Growth 2005-2010
12.2 Company and Brand Analysis
Summary 20 Health and Wellness Other Hot Drinks: Major Players 2004/2005
Table 84 Chocolate-based flavoured powder drinks - Fortified/functional: Brand Rankings 2005
Table 85 Chocolate-based flavoured powder drinks - BFY Reduced fat: Brand Rankings 2005
Table 86 Malt-based hot drinks - Fortified/functional: Brand Rankings 2005
Table 87 Malt-based hot drinks - BFY Reduced sugar- Fortified/functional: Brand Rankings 2005
Table 88 NH Malt-based hot drinks: Brand Rankings 2005
Table 89 Other plant-based hot drinks - Fortified/functional: Brand Rankings 2005
Table 90 Other plant-based hot drinks - BFY Reduced sugar: Brand Rankings 2005
Table 91 Other plant-based hot drinks - BFY Reduced fat: Brand Rankings 2005
Table 92 NH Other plant-based hot drinks: Brand Rankings 2005
12.3 Key Functional Ingredients
12.4 New Product Developments
Summary 21 Health and Wellness Other Hot Drinks: New Product Launches 2004/2005
12.5 Pricing Strategies
Summary 22 Pricing: Standard vs HW Other Hot Drinks 2005
