The development momentum of take-out drinks threatens packaged beverages and chain coffee.

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The gold absorption of take-out beverages is amazing. According to the latest statistics of Kaidu Consumer Index, it has grabbed 47% of the overall beverage market in one fell swoop. There are mainly two forces. First, the consumer population of hand-held beverages has officially exceeded 11 million, seriously threatening traditional packaged drinks. Second, the take-out coffee led by the two major supermerchants has attracted nearly 8 million consumers in Taiwan to pay for it, causing the sales share of the coffee chain led by Starbucks to fall to 16% in the past three years, of which Starbucks may have fallen by nearly half in the past three years.

According to the Kaidu Consumer Index, on average, one out of every two people in Taiwan buys hand drinks, and internal and external upgrading of products is the key, including fresh raw materials such as pearls, fresh milk or fruit raw materials sent directly to small farmers are indispensable elements. store beautification and cup body design to create a thematic shopping experience also has points, such as the recent retro style of "Yifang" for Wenqing love store, even if the price is still favored by two times.

As for the freshly brewed coffee, which is led by 7-11 and the family's two major supermerchants, according to the survey, the average per person is as high as 80 cups per year, with a strong growth in demand, such as the creation of urban cafe situations and colorful cup designs, which effectively create topics through the spread of the community. with frequent breakfast combinations or second cup promotions, nearly 8 million consumers in Taiwan have been attracted to pay the bill.

As a result, the market space of coffee chain stores led by Starbucks (excluding superstore coffee) has been limited, with the share of sales falling from 21% to 16% in three years, of which Starbucks's share has fallen by nearly half in the past three years.

In response, the packaged beverage camp launched a large number of new products in recent years. According to the statistics of the Kaidu Consumer Index, as many as 283 new products were launched in 2016, equivalent to one new product on the market every 1.3 days, a 1.8-fold increase over three years ago. 60% of them were launched in the first half of the year, coupled with the increasingly early hot weather patterns in Taiwan. Hope to reverse the situation by seizing the market early, focusing on new product communication and marketing investment strategy.

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