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Taiwan Beer Market Insights 2013

Taiwan beer market: Volume decline of -2% between 2011-12


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2014-01-31 23:41:03 - Taiwan Beer Market Insights 2013 - a new market research report on companiesandmarkets.com

In 2012, the total Taiwan 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.

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.

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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.

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.

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Mike King
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