Executive Summary
Chocolate Confectionery
Chocolate confectionery retail sales growth was mainly driven by heavy promotion on gifting and marketing about the antioxidant and mood-enhancing properties of cocoa. More different chocolate confectionery products were brought to Taiwan. International premium chocolate companies also entered Taiwan to set up chocolate counters and stores to boost sales.Competitive Landscape
Ferrero Taiwan maintained its leading position with a retail value share of 25%. However, the company faced competition from premium international chocolate companies including leading European chocolate companies, such as Godiva, Laderach and Jean-Paul Hévin, which all had chocolate stores in Taiwan. At the same time, there is an increasing number of Taiwanese who are educated overseas entering the arena by opening local chocolate boutiques.
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Industry Prospects
Constant value sales of chocolate confectionery are expected to record a marginal CAGR over the forecast period. This is because most chocolate confectionery products’ sugar content does not fully comply with Taiwanese health concerns. However, across different chocolate forms, the sales performance is expected to be different. Heavy marketing for new chocolate products as well as chocolate’s antioxidant properties and mood-enhancing function will help to sustain the Taiwanese chocolate-eating trend.
Gum
Gum consumption was stable in Taiwan and value sales of gum grew by 3% in current terms in 2014. Taiwanese people had developed habits of consuming gum. Gum was also readily available in convenience stores, health and beauty retailers, supermarkets and hypermarkets. It is placed in the confectionery section as well as on the cashier counter to push sales.Competitive Landscape
Wrigley Taiwan continued to dominate Taiwanese gum in 2014 by providing mainly sugar-free chewing gum. With its Airwaves, Extra, Doublemint and Juicy Fruit brands, it covered most of the gum sales areas in 2014, and held a 76% value share.
Industry Prospects
Taiwanese gum sales have been stable for years. Gum is expected to post a constant value CAGR of 1% over the forecast period. This is largely due to gum sales in Taiwan maturing, with suppliers competing in flavours and functions.
Sugar Confectionery
Sales of sugar confectionery continued to be under pressure, with current value growth of just 2% in 2014. This slower growth was due to Taiwanese concerns about too much sugar harming the health, making parents unwilling to buy candy for their children. Growth therefore slowed.Competitive Landscape
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