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CGA’s new On Premise User Survey (OPUS) of nearly 3500 consumers delivers vital sector-specific insights into consumers’ engagement to support beer suppliers, manufactures and venue operators in the Taiwan market. It indicates that beer is the most popular drinks category in the On Premise, with three quarters of its drinkers (75%) consuming domestic brands—more than the 69% who buy imported brands.
Interestingly, only 25% of beer drinkers exclusively consume Taiwanese beers, highlighting a significant opportunity for international brands to expand their market share with targeted strategies. CGA’s expert research helps by pinpointing the demographics of beer drinkers and the factors behind their spending decisions.
While profiles of consumers of domestic and global beer are similar, 38% of import drinkers are aged 18 to 34 year-olds—two percentage points more than the number among the consumers of Taiwan’s leading domestic brand. They are also three percentage points more likely to be female and to live in cities and towns and spend slightly more on eating and drinking out each month. These minor differences highlight that beer suppliers can effectively target overlapping consumer bases due to the overall demographic similarities.
OPUS reveals Imported brands have some significant advantages in the market—especially around quality, consistency and trustworthiness. Nearly half (46%) of import consumers think unique flavours are an important factor in a good quality beer—16 percentage points more than the number among drinkers of Taiwan’s domestic beer. They are also more likely to look for consistently good serves and for brands with a strong heritage for brewing beer.
The OPUS service provides many more insights into Taiwan’s beer market. It will be complemented soon by CGA’s Outlet Index, providing details of all licensed outlets across Taiwan, including attributes like location and segments.
Louis Liao, CGA by NIQ’s client solutions leader, said: “Taiwan has a dynamic On Premise with rich potential for international beer brands—especially among young and affluent consumers—but it’s not always easy to gain listings in venues and generate trial. Our OPUS research underscores the importance of differentiating imported beers to capture consumer interest in a competitive market. Understanding precisely what beer drinkers want is vital if suppliers are to craft sales stories about the role their brands can play in venues and the value of their consumer base. CGA is excited to be providing the deep knowledge of trends, market dynamics and best practices to help our clients build effective channel strategies, tailored to the nuances of this complex and exciting market.”
CGA’s OPUS analysis in Taiwan is available now, while the Outlet Index will follow later in the year. Insights can be enhanced with customised analysis, creating solid foundations for suppliers and manufacturers to grow sales and share in Taiwan. For more information on leveraging these insights and developing effective strategies for Taiwan’s beer market, contact Louis Liao here.
