Boston, MA -- (SBWIRE) -- 09/22/2014 -- Taiwan's economic recovery continues to enable consumers to purchase not only more chocolate confectionery, but also higher-quality premium products in 2013. Demand in Taiwan is being driven by convenience, evolving tastes and greater exposure to a wider variety of chocolate confectionery products.

Competitive Landscape

Ferrero Taiwan is expected to lead sales of chocolate confectionery in 2013 with a 25% value share, largely featuring its popular brand Ferrero Rocher. Ferrero Rocher is available in most retail outlets, including convenience stores, and enjoys high popularity amongst local consumers. The brand has been present in Taiwan since the 1990s and the marketing campaigns and promotional efforts for the product are intensive during holiday seasons to maintain brand awareness.

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Industry Prospects

Value sales of chocolate confectionery are expected to decrease at a marginal constant CAGR over the forecast period. The category is considered mature, as evidenced by the strong positioning of international brands.

Gum

Chewing gum sales in Taiwan remained relatively saturated as at the end of the review period with strong competition between many brands and flavours. The introduction of new flavours, products, and packaging innovations is continuing to help stimulate sales in 2013. Moreover, media marketing campaigns are still essential for companies to introduce and promote new flavour launches.

Competitive Landscape

With its brands of Airwaves, Extra, Doublemint, and Juicy Fruit, Wrigley Taiwan is set to dominate gum in 2013 with a 76% value share. As the leader in product development and packaging design, it is expected to record a slight increase in its value share from the previous year. In 2013, Wrigley Taiwan continues to push its Extra Clean series as a post-meal way to promote dental and oral health, and freshness. It is also partnering with Taiwan's Chinese Professional Baseball League to promote its Airwaves Super and Cooling gum lines as energy boosting, especially for athletes.

Industry Prospects

Gum in Taiwan is expected to expand with limited growth, with value sales expected to increase at a constant CAGR of 1% over the forecast period. New product varieties are more likely to stimulate category volume and value growth. Nevertheless, gum product innovation does present an area for growth. Gum products are increasingly seen not as traditional sweet confectionery, but instead as offering functional uses. The prospect of more distinct government certifications could help further this perception and create new areas of demand.

Sugar Confectionery

Increasing health concerns in relation to excess sugar consumption continue to impact sales of sugar confectionery in 2013. Many categories, such as lollipops, boiled sweets and standard mints, are expected to record a weak or negative performance; however, functional and medicated sugar confectionery are seeing increasing popularity and continue to show the strongest growth.

Competitive Landscape

With a 17% value share, Taiwan Morinaga Co is set to lead sugar confectionery in 2013. The company has been present in Taiwan for more than 50 years and continues to feature many iconic products, such as Morinaga Milk Caramel, Morinaga Brown Sugar Caramels and Hi-Chew.

Industry Prospects

Sugar confectionery is set to register growth over the forecast period, and expected to increase at a 1% CAGR in constant value and retail volume terms. Even as concerns about sugar consumption continue to persist, Taiwanese consumers will still be drawn to pastilles, gums, jellies and chews, as well as toffees, caramels, and nougat. It is expected that the gradual economic recovery will drive impulse purchases. Products for breath freshening, such as power mints and medicated confectionery, are also poised to boost growth of sugar confectionery over the forecast period. Power mints and medicated confectionery in Taiwan were considered not yet matured as at the end of the review period, and growth rates are likely to achieve higher levels over the forecast period.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Confectionery Packaging industry in Taiwan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Confectionery Packaging industry in Taiwan, our research will save you time and money while empowering you to make informed, profitable decisions.

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