The Baby Food Sector in Taiwan, 2018
Summary
The number of births fell significantly in 2016 and 2017, and in 2017 stood at only 193,844, equivalent to a birth rate of 8.2 per 1,000 population. Lower birth numbers have necessarily reduced the potential demand for baby food. However, living standards in Taiwan are high by Asian standards; the proportion of the population in poverty and living on welfare is below 2%. As the country has become more industrialized, the urban population has increased, as has personal wealth.
Volume sales declined by 3% from 2011 to 2017 to 11,191 tons, although in terms of value, sales have increased by 22% to NT$7.5 billion (US$244 million). All categories, except drinks, have experienced value growth since 2011. In 2017, per capita consumption of baby food stood at 18.2kg, compared with 20.8kg in 2011.
Milks account for the majority of sales of baby food (70% of value and 63% of volume in 2017), and although consumption is declining, per capita consumption among younger babies has held up relatively well. Cereals is the second largest category, accounting for 25.4% of retail sales value in 2017, the same level as in 2011. Supermarkets and hypermarkets have seen their role in the distribution of baby foods in Taiwan challenged over the 2011-2017 period by the increasing success of drugstores and baby stores.
Few companies involved in the baby food sector manufacture their products locally, and the market relies mainly on imports. As a result, this research estimates that slightly less than 20% of baby food is produced in Taiwan. Western foods are now commonly found on supermarket shelves, and imported foods account for the majority of baby food brands in Taiwan. Although many mothers feed their babies home-made food, demand for commercially prepared baby foods is rising due to their convenience. According to major hypermarket RT-Mart, organic vegetable sales were 30% higher in November 2014 than in November 2013. These trends are likely to have a positive impact on the sales of organic baby food too.
"The Baby Food Sector in Taiwan, 2018", is an analytical report which provides extensive and highly detailed current and future market trends in the Taiwan market.
The report offers -
Companies mentioned: Nestlé Taiwan Ltd, Standard Foods Corporation, Mead Johnson Nutrition (Taiwan) Ltd, Abbott Laboratories Services Corp, Taiwan Branch, Hipp, Want Want.
Scope
Reasons to buy
Summary
The number of births fell significantly in 2016 and 2017, and in 2017 stood at only 193,844, equivalent to a birth rate of 8.2 per 1,000 population. Lower birth numbers have necessarily reduced the potential demand for baby food. However, living standards in Taiwan are high by Asian standards; the proportion of the population in poverty and living on welfare is below 2%. As the country has become more industrialized, the urban population has increased, as has personal wealth.
Volume sales declined by 3% from 2011 to 2017 to 11,191 tons, although in terms of value, sales have increased by 22% to NT$7.5 billion (US$244 million). All categories, except drinks, have experienced value growth since 2011. In 2017, per capita consumption of baby food stood at 18.2kg, compared with 20.8kg in 2011.
Milks account for the majority of sales of baby food (70% of value and 63% of volume in 2017), and although consumption is declining, per capita consumption among younger babies has held up relatively well. Cereals is the second largest category, accounting for 25.4% of retail sales value in 2017, the same level as in 2011. Supermarkets and hypermarkets have seen their role in the distribution of baby foods in Taiwan challenged over the 2011-2017 period by the increasing success of drugstores and baby stores.
Few companies involved in the baby food sector manufacture their products locally, and the market relies mainly on imports. As a result, this research estimates that slightly less than 20% of baby food is produced in Taiwan. Western foods are now commonly found on supermarket shelves, and imported foods account for the majority of baby food brands in Taiwan. Although many mothers feed their babies home-made food, demand for commercially prepared baby foods is rising due to their convenience. According to major hypermarket RT-Mart, organic vegetable sales were 30% higher in November 2014 than in November 2013. These trends are likely to have a positive impact on the sales of organic baby food too.
"The Baby Food Sector in Taiwan, 2018", is an analytical report which provides extensive and highly detailed current and future market trends in the Taiwan market.
The report offers -
- Consumption data based upon a unique combination of industry research, fieldwork, market sizing work and our in-house expertise to offer extensive data about the trends and dynamics affecting the industry
- Detailed profile of the companies operating and new companies considering entry in the industry along with their key focus product sectors
- Market profile of the various product sectors with the key features & developments, segmentation, per capita trends and the various manufacturers & brands
- Overview of baby food retailing with a mention of the major retailers in the country along with the distribution channel
- Future projections considering various trends which are likely to affect the industry
Companies mentioned: Nestlé Taiwan Ltd, Standard Foods Corporation, Mead Johnson Nutrition (Taiwan) Ltd, Abbott Laboratories Services Corp, Taiwan Branch, Hipp, Want Want.
Scope
- In per capita terms, consumption of baby milks has fallen steeply, by 11.3% since 2011, ending 2017. This is largely due to higher rates of exclusive breastfeeding up to 2013, coupled with concerns about product safety.
- The baby milk market in Taiwan consists almost entirely of powder products. All the products were packaged in cans, tubs, and sachets.
- The cereals category is comprised of rice-based, wheat-based, and oatmeal-based cereals, with the latter being particularly popular. These cereals are reconstituted with milk or water.
- Over half of cereals are sold in boxes, although tubs are increasingly popular. A number of cans are also available.
- The meals category comprises of wet meals, with sweet varieties thought to be slightly more widely consumed by Taiwanese babies than savory meals.
- The baby drinks category is comprised almost entirely of fruit juices, although some mineral water brands have also been identified in previous years. Apple is the most popular flavor. Most drinks are sold in bottles, but a few cartons are available.
Reasons to buy
- Evaluate important changes in consumer behavior and identify profitable markets and areas for product innovation.
- Analyse current and forecast behavior trends in each category to identify the best opportunities to exploit.
- Detailed understanding of consumption by individual product categories in order to align your sales and marketing efforts with the latest trends in the market.
- Investigates which categories are performing the best and how this is changing market dynamics.
Table of Contents
IntroductionExecutive Summary
Definitions
Background to the Market
Birth
The Consumer
Socio-Demographic Trends
Working Women
Breastfeeding Trends
Regulations
Overview
Overview
Manufacturers Shares
Category Analysis
Baby Milks
Baby Cereals & Dry Meals
Baby Meals & Others
Baby Drinks
Production and trade
Production
Imports
Exports
Company profiles
Nestlé Taiwan Ltd
Standard Foods Corporation
Mead Johnson Nutrition (Taiwan)
Abbott Laboratories Services Corp, Taiwan Branch
Other Manufacturers
Distribution
Baby Food Retailing
Distribution
Baby Food Retailing
Economic background
Economic Background
Key Macroeconomic Forecasts
Prospects and forecasts
Birth & Population Projections
Forecast Overview
Future Trend
Appendix
Additional Data Tables
Summary Methodology
About the Publisher
List of Tables
Table 1: Birth & Population Trends, 2007 -2017
Table 2: Live Births by Region, 2012 -2017
Table 3: Women of Child-Bearing Age, by Age Groups, 2011 -2017
Table 4: Live Births by Age Group of Mother, %, 2012 -2017
Table 5: Number of Working Women, 2011 -2018
Table 6: Breastfeeding Trends among Mothers who Deliver in Baby-Friendly Hospitals
Table 7: Breastfeeding Rates by Location, 2011
Table 8: Sector Size, 2017 , & Growth Rates, 2011 -2017
Table 9: Baby Food: Trends in Manufacturer Shares, Value & Volume, % 2012 -2017
Table 10: Baby Food: Manufacturer Shares by Category, %, 2017
Table 11: Baby Milks: Category Size, 2017
Table 12: Baby Milks: Category Growth, % 2011 -2017
Table 13: Baby Milks: Facings Allocation by Pack Size
Table 14: Baby Milks: Brand Price Positioning Analysis, 2018
Table 15: Baby Milks: Manufacturer Share Trends, 2012 -2017
Table 16: Baby Cereals & Dry Meals: Category Size, 2017
Table 17: Baby Cereals & Dry Meals: Category Growth, % 2011 -2017
Table 18: Baby Cereals: Facings Allocation by Pack Type
Table 19: Baby Cereals: Facings Allocation by Pack Size
Table 20: Baby Cereals & Dry Meals: Brand Price Positioning Analysis, 2018
Table 21: Baby Cereals & Dry Meals: Manufacturer Shares, 2012 -2017
Table 22: Baby Meals & Finger Foods: Category Size, 2017
Table 23: Baby Meals & Finger Foods: Category Growth, % 2011 -2017
Table 24: Baby Meals: Brand Price Positioning Analysis, 2018
Table 25: Finger Foods: Brand Price Positioning Analysis, 2018
Table 26: Baby Meals: Facings Allocation by Pack Type
Table 27: Baby Meals: Facings Allocation by Pack Size
Table 28: Finger Foods: Facings Allocation by Pack Type
Table 29: Finger Foods: Facings Allocation by Pack Size
Table 30: Baby Meals & Finger Foods: Manufacturer Shares, 2012 -2017
Table 31: Baby Drinks: Category Size, 2017
Table 32: Baby Drinks: Category Growth, % 2011 -2017
Table 33: Baby Drinks: Brand Price Positioning Analysis, 2018
Table 34: Baby Drinks: Manufacturer Shares, 2012 -2017
Table 35: Sales of Baby Food by Outlet Type, 2012 -2017
Table 36: Key Macro-Economic Indicators, 2011 -2018
Table 37: Key Macroeconomic Forecasts, 2017 -2023
Table 38: Birth & Population Projections, 2011 -2023
Table 39: Number of Women of Childbearing Age by Age Group, 2017 & 2022
Table 40: Baby Population, Number of Babies, 2007 -2023
Table 41: Baby Food: Market Value, Current Prices, 2011 -2017
Table 42: Baby Food: Market Value, Constant Prices, 2011 -2017
Table 43: Baby Food: Market Value, US$ Million, 2011 -2017
Table 44: Baby Food: Market Volume, Tons, 2011 -2017
Table 45: Baby Food: Per Capita Expenditure, Current Prices, 2011 -2017
Table 46: Baby Food: Per Capita Expenditure, Constant Prices, 2011 -2017
Table 47: Baby Food: Per Capita Expenditure, US Dollars, 2011 -2017
Table 48: Baby Food: Per Capita Consumption, Grams, 2011 -2017
Table 49: Baby Milks: Category Trends, 2011 -2017
Table 50: Baby Milks: Category Segmentation, Value & Volume, 2011 -2017
Table 51: Baby Milks - Powder: Brand Price Analysis, 2017
Table 52: Baby Cereals & Dry Meals: Category Trends, 2011 -2017
Table 53: Baby Meals & Others: Category Trends, 2011 -2017
Table 54: Baby Drinks: Category Trends, 2011 -2017
Table 55: Imports of Baby Food by Type, Value & Volume, 2011 -2017
Table 56: Imports of Baby Milks & Cereals by Country of Origin, Value & Volume, 2014 -2017
Table 57: Exports of Baby Food by Type, Value & Volume, 2011 -2017
Table 58: Exports of Baby Milks & Cereals by Country of Origin, Value & Volume, 2013 -2017
Table 59: Baby Food: Market Value Forecasts, Current Prices, 2017 -2023
Table 60: Baby Food: Market Value Forecasts, Constant Prices, 2017 -2023
Table 61: Baby Food: Market Value Forecasts, US$ Million, 2017 -2023
Table 62: Baby Food: Market Volume Forecasts, Tons, 2017 -2023
Table 63: Baby Food: Per Capita Expenditure, Current Prices, 2017 -2023
Table 64: Baby Food: Per Capita Expenditure, Constant Prices, 2017 -2023
Table 65: Baby Food: Per Capita Expenditure, US$, 2017 -2023
Table 66: Baby Food: Per Capita Consumption, Grams, 2017 -2023
Table 67: Baby Food: Facings Allocation by Product Type
List of Figures
Figure 1: Baby Food: Sector Size, 2011 -2017
Figure 2: Baby Food: Per Capita, 2011 -2017
Figure 3: Baby Food: Sector Segmentation, 2017
Figure 4: Baby Food: Manufacturer Shares, Value, 2017
Figure 5: Food: Manufacturer Shares, Volume %, 2017
Figure 6: Baby Food: Manufacturer Shares by Category, % Value, 2017
Figure 7: Baby Milks: Category Trends, 2011 -2017
Figure 8: Baby Milks: Per Capita Expenditure & Consumption, 2011 -2017
Figure 9: Baby Milks: Per Capita Expenditure & Consumption, 2011 -2017
Figure 10: Baby Milks: Sector Segmentation, Value and Volume, 2011 -2017
Figure 11: Baby Cereals & Dry Meals: Category Trends, 2011 -2017
Figure 12: Baby Cereals & Dry Meals: Per Capita Expenditure & Consumption, 2011 -2017
Figure 13: Baby Meals & Finger Foods: Category Trends, 2011 -2017
Figure 14: Baby Meals & Others: Per Capita Expenditure & Consumption, 2011 -2017
Figure 15: Baby Drinks: Category Trends, 2011 -2017
Figure 16: Baby Drinks: Per Capita Expenditure & Consumption, 2011 -2017
Figure 17: Baby Food: Sector Size, 2017 -2023
Figure 18: Baby Food: Per Capita, 2017 -2023
Figure 19: Baby Food: Sector Segmentation, 2023
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Nestlé Taiwan Ltd
- Standard Foods Corporation
- Mead Johnson Nutrition (Taiwan) Ltd
- Abbott Laboratories Services Corp
- Taiwan Branch
- Hipp
- Want Want
