COMPETITIVE LANDSCAPE
Super Supau remains dominant in sports drinks
Super Supau remains the dominant sports drinks brand in Taiwan, significantly ahead of competitors. As Taiwan’s most popular sports drink, Super Supau benefits from high brand recognition and trust built over decades.
Leading brand aligns with evolving consumer preferences
Super Supau achieved a significant milestone in 2024 by reaching 10 million consumer touchpoints, ranking it as the third most recognised beverage brand overall in Taiwan and the number one sports drinks brand. Super Supau emphasises health-conscious product development by maintaining formulations that exclude artificial sweeteners, fructose, and sugar substitutes.
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Overview:
Understand the latest market trends and future growth opportunities for the Sports Drinks industry in Taiwan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Sports Drinks industry in Taiwan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Sports Drinks in Taiwan report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Sports Drinks in Taiwan?
- To what extent are health considerations impacting consumption of Sports Drinks in Taiwan?
- How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Sports Drinks in Taiwan?
- Which are the leading brands in Sports Drinks in Taiwan?
- What potential exists for multinational or domestic soft drinks companies to expand in Taiwan?
- How are products distributed in Sports Drinks in Taiwan?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How have home seclusion and social distancing measures following COVID-19 impacted sales of Sports Drinks?
- How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
- Where is future growth expected to be most dynamic?
Sports Drinks in Taiwan - Category analysis
KEY DATA FINDINGS
Impact of health and wellness trend not entirely positive for sports drinks
Stagnation, but broader consumer trends are supportive
Health-conscious Taiwanese drives demand for low-sugar options
Sports drinks expected to increase
Pocari Sweat effectively engages youth through vibrant, interactive marketing strategies
Hey Song leads sustainable practices, blending health and innovation effectively
Super Supau remains dominant in sports drinks
Leading brand aligns with evolving consumer preferences
Convenience stores a key sales channel for sports drinks
FamilyMart employs Summer Water Sports Drink Ambassador
Soft Drinks in Taiwan - Industry Overview
Health awareness and desire for new flavours shaping demand
KEY DATA FINDINGS
Health, sustainability and innovation key to growth
Convenience stores key, but e-commerce gaining in importance
Combining sustainability and health
Health to remain a key consideration
Brands adapting to evolving consumer preferences
Sustainability concerns affecting manufacturers’ strategies
Uni-President Enterprises Corp out in front
Mix of dynamic players and established major brands
Convenience stores key to distribution
Supermarkets and hypermarkets target bulk purchases and families
Foodservice vs retail split
Fountain sales in Taiwan
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Sports Drinks
- Regular Sports Drinks
- Reduced Sugar Sports Drinks
Sports Drinks
The choice of sports drink usually depends on the provision of fluids, carbohydrates or both. Included into this subsector are isotonic, hypotonic and hypertonic sports drinks. Isotonic are products that replace lost body fluids, electrolytes (sodium, potassium and chlorides) and glucose in similar concentrations to existing body fluid without causing either swelling or shrinkage of cells. These products usually contain about 5-8% carbohydrate and are intended to be consumed during exercise and/or heat exposure. Hypotonic this product is a weaker solution than your body fluid. These drinks contain less carbohydrate and therefore have lower osmolality (fewer dissolved particles than blood). These drinks help the body to speed up water absorption and are best used when you need urgent fluid replacement, as in after exercise. These drinks are not the best for energy replacement. Hypertonic - this drink is a stronger solution than your body fluid. These drinks are designed to replace and maintain energy levels during exercise of at least one hour. They are absorbed slowly and therefore are not appropriate for fluid replacement. Leading brands in off-trade volume include Gatorade, Powerade and Aquarius. This is the aggregated total of regular and reduced sugar Sports Drinks
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Sports Drinks research and analysis database.
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