Taiwan Beer Market Insights 2013
Taiwan Beer Market Insights 2013
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 & 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.
Section 1 Market Context
The Consumer Palate
All Commercial Beverages
Legislation and Taxation
MARKET PARAMETER TABLES
Table – Population Size and Growth, 1984-2015F
Table – Economic Indicators, 2004-2014F
LEGISLATION AND TAXATION TABLES
Table 1.5.1 – Taxation Base
Table 1.5.2 – Historical Excise Rates of Beer
Table 1.5.3 – Legal Controls on Beer
Table 1.5.4 – Tax Burden on Beer @ 5% Abv, 2012
Section 2 Market Background Briefing
MARKET BACKGROUND BRIEFING
Table – Beer Definitions by Type - Local Segmentation
Table – Beer Definitions by Type - Standard Price Segmentation
Table – Beer Definitions by Type - Alcoholic Strength
Table – Beer Definitions by Type – Beer Type
Table – Beer Definitions by Type - Local, National and International
Section 3 Market Update
Beer Key Facts
Current and Emerging Trends
Imports and Exports
Top 10 Beer Brands - Volume, 2010-2012
Top 10 International Premium and Super premium Beer Brands - Volume, 2010-2012
Licensed Brand Owners and Licensees
Private Label/Private Label Producers
New Products Activity
Chart – Leading Brewers/Importer, 2012
Chart – Consumption by Pack Material/Type, 2012
Chart – Distribution by Channel, 2012
Chart – Consumption by Price Segment, 2012
Market Valuation and Pricing
Beer Market Valuation (Local Currency), 2011-2013F
DISTRIBUTION AND PRICING TABLES
Table 3.4.1 – Outlet Universe for Beer, Number/% Share, 2008-2012
Table 3.4.2 – Outlet Universe for Beer by Turnover, Value/% Share, 2008-2012
Table 3.5.1 – Leading Retail Groups for Beer – Number/% Share, 2008-2012
Table 3.5.2 – Leading Retail Groups for Beer – Turnover/% Share, 2008-2012
Table 3.8 – Leading Importers and Distributors, 2012
Table 3.9 – Trade Margin Build-Up Model
Table 3.10.1 – Selected Consumer Beer Prices – Off-Premise, 2011-2013
Table 3.10.2 – Selected Consumer Beer Prices – On-Premise, 2011-2013
Commercial Beverage Consumption Per Capita, Litres, 2002-2013F
Commercial Beverage Consumption Per Capita, % Share, 2002-2013F
Commercial Beverage Consumption Per Capita, Growth, 2002-2012
Commercial Beverage Consumption, Million Litres, 2002-2013F
Alcoholic Beverage Consumption – Litres of Pure Alcohol (LPA) Per Capita, 2002-2013F
Beer Production/Trade/Consumption, 2002-2013F
Beer Production/Trade/Consumption, Growth, 2002-2013F
Consumption of FABs and Cider, 1999-2013F
Beer Foreign Trade by Country (Imports), 2009-2013F
Beer Foreign Trade by Country (Exports), 2009-2013F
Beer Market Valuation (Local Currency), 2011-2013F
Beer Consumption by Local Definition, 2009-2013F
Beer Consumption by Standard Price Segmentation, 2009-2013F
Beer Consumption by Alcoholic Strength, 2009-2013F
Beer Consumption by Type, 2009-2013F
Beer Consumption by Geographic Scope, 2009-2013F
Beer All Trademarks, 2008-2012
Beer Brands by Local Definition, 2008-2012
Beer Brands by Standard Price Segment, 2008-2012
Beer Brands by Alcoholic Strength, 2008-2012
Beer Brands by Type, 2008-2012
Beer Imported Brands by Origin, 2008-2012
Beer Licensed Brands, 2008-2012
Beer Private Label Brands, 2008-2012
Beer Trademark Owners, 2008-2012
Beer Local Operators, 2008-2012
Beer Leading Brewers/Importers, 2008-2012
Beer Consumption by Pack Mix: Refillability/Type/Material/Size, 2009-2013F
Beer Distribution: On-Premise v Off-Premise, 2009-2013F
Section 4 Brewer Profiles
TAIWAN TOBACCO AND LIQUOR CORPORATION (TTL)
Table – Breweries, Capacity, 000s HL
Table - TTL Full Brand List, ABV%, Pack Type
Table – Taiwan Tobacco & Liquor Brand Volumes, 2008-2012
TAIWAN TSING BEER CO. LTD
Other Beverage Interests
Table – Breweries, Capacity, 000s HL
Table - Taiwan Tsing Beer Full Brand List, ABV%, Pack Type
Table – Taiwan Tsing Beer Co Brand Volumes, 2008-2012
Cottingham & Co
Mercuries & Associates
Nanlien International Tradings Co. Ltd
Beer Attributes Definitions
List of Tables
Table 1: Taiwan Population Size and Growth, 1991-2015F
Table 2: Asia Population Size and Growth, 2002-2013F
Table 3: Taiwan Economic Indicators, 2004-2014F
Table 4: Taxation Base
Table 5: Historical Excise Rates of Beer
Table 6: Legal Controls on Beer
Table 7: Tax Burden on Beer @ 5% Abv, 2012
Table 8: Beer Key Facts
Table 9: Top 10 Beer Brands - Volume, 2010-2012
Table 10: Top 10 International Premium and Super premium Beer Brands - Volume, 2010-2012
Table 11: Licensed Brand Owners and Licensees
Table 12: Beer Market Valuation (Local Currency), 2011-2013F
Table 13: Trade Margin Build-Up Model
Table 14: Selected Consumer Beer Prices: Off-Premise, 2011-2013
Table 15: Selected Consumer Beer Prices: On-Premise, 2011-2013
Table 16: Commercial Beverage Consumption - Litres Per Capita, 2002-2013F
Table 17: Commercial Beverage Consumption - Per Capita % Share, 2002-2013F
Table 18: Commercial Beverage Consumption - Per Capita Growth, 2003-2013F
Table 19: Commercial Beverage Consumption - Million Liters, 2002-2013F
Table 20: Average Beverage Consumption - Liters of Pure Alcohol (LPA) Per Capita, 2002-2013F
Table 21: Beer Production/Trade/Consumption, 2002-2013F
Table 22: Beer Production/Trade/Consumption - Growth, 2002-2013F
Table 23: Consumption of FABs and Cider, 2002-2013F
Table 24: Beer Foreign Trade By Country (Imports), 2009-2013F
Table 25: Beer Foreign Trade By Country (Exports), 2009-2013F
Table 26: Beer Market Valuation (Local Currency), 2011-2013F
Table 27: Beer Consumption by Local Definition, 2009-2013F
Table 28: Beer Consumption by Standard Price Segmentation, 2009-2013F
Table 29: Beer Consumption by Alcoholic Strength, 2009-2013F
Table 30: Beer Consumption by Type, 2009-2013F
Table 31: Beer Consumption by Geographic Scope, 2009-2013F
Table 32: Beer All Trademarks, 2008-2012
Table 33: Beer Brands by Local Definition, 2008-2012
Table 34: Beer Brands by Standard Price Segment, 2008-2012
Table 35: Beer Brands by Alcoholic Strength, 2008-2012
Table 36: Beer Brands by Type, 2008-2012
Table 37: Imported Brands by Origin, 2008-2012
Table 38: Beer Licensed Brands, 2008-2012
Table 39: Beer Private Label Brands, 2011-2012
Table 40: Beer Trademark Owners, 2008-2012
Table 41: Beer Local Operators, 2008-2012
Table 42: Beer leading Brewers/Importers, 2008-2012
Table 43: Beer Consumption by Pack Mix: Refillability/Pack/Size, 2009-2013F
Table 44: Beer Distribution: On vs Off Premise, 2009-2013F
Table 45: Breweries Capacity (000s HL)
Table 46: TTL Full Brand List
Table 47: Taiwan Tobacco & Liquor Brand Volumes 2008-2012
Table 48: Breweries Capacity (000s HL)
Table 49: Taiwan Tsing Beer Full Brand List
Table 50: Taiwan Tsing Beer Co Brand Volumes 2008-2012
Table 51: Company Cottingham & Co
Table 52: Company Mercuries & Associates
Table 53: CompanyNanlien International Tradings Co. Ltd
Table 54: Company Kirin Taiwan
Table 55: Company Miller Taiwan
Table 56: Company Heineken Taiwan
List of Figures
Figure 1: Beer Leading Brewers/Importers, 2012
Figure 2: Beer Consumption by Pack Material/Type, 2012
Figure 3: Beer Distribution by Channel, 2012
Figure 4: Beer Consumption by Price Segment, 2012