Taiwan - Fresh FruitTaiwan - Fresh Fruit
Overview
Taiwan has one of the world’s highest per capita consumption rates of fresh fruit, consuming nearly 102 kilograms per capita compared to the global 72 kilograms per capita. Taiwan is a significant producer of fresh tropical fruits and local fruit production is of high quality. Local production meets approximately 88 percent of total fruit demand and Taiwan typically only imports fruits not produced locally. In 2018, Taiwan imported $682 million worth of fresh fruit, a 14.5 percent decline from the previous year because fair weather led to good local harvests. In Taiwan’s fresh fruit import market, the United States remains the largest supplier, accounting for $222 million (representing 33 percent of import market share), followed by New Zealand $165 million (24 percent), Chile $123 million (18 percent), and Japan $87 million (12 percent) and South Korea $22 million (three percent).Consumers continue to demand diverse, high-quality agricultural products from the United States, especially fresh fruit. With trends emphasizing the health benefits of fresh produce driving the consumption of fresh fruit, this sector is expected to continue growing over the next several years.
Top Five Importing Countries (USD millions)
| Country | 2016 Import Value (growth rate) | 2017 Import Value (growth rate) | 2018 Import Value (growth rate) |
| U.S.A | 230 (14.4%) | 261 (13.55%) | 222 (-14.5%) |
| New Zealand | 191 (21.7%) | 168 (-12%) | 165 (-1.7%) |
| Chile | 108 (25.6%) | 124 (15.51) | 123 (-0.9%) |
| Japan | 85 (same) | 78 (-7.78%) | 87 (11%) |
| South Korea | 22 (4.7%) | 22 (0.54%) | 22 (-0.2%) |
| Total | 724 (16.2%) | 742 (2.81%) | 682 (-8%) |
Most fresh produce in Taiwan is sold in supermarkets, hypermarkets, wet markets, and specialty stores. Many Taiwan fruit importers import fruit not only for the Taiwan fruit market but also for resale in China. In recent years, the rise of home shopping, and TV/internet sales has led to a growing trend of non-store retail fruit purchasing.
Fresh Fruit Market Unit: USD thousands
| 2016 | 2017 | 2018 | 2019 (est.) | |
| Total Market Size | $3,677,078 | $3,896,037 | $4,466,517 | $4,350,000 |
| Total Local Production | $3,058,736 | $3,235,486 | $3,920,262 | $3,800,000 |
| Total Exports | $106,049 | $104,081 | $135,872 | $120,000 |
| Total Imports | $724,391 | $764,632 | $682,127 | $670,000 |
| Imports from the U.S. | $229,902 | $260,821 | $222,922 | $230,000 |
| Exchange Rate: USD1 | 32.28 | 29.65 | 30.59 | 30.86 |
Total Market Size = (Total Local Production + Total Imports) – (Total Exports)
Data Sources: Global Trade Atlas and Taiwan Council of Agriculture
Leading Sub-Sectors
U.S. exporters have been successful in introducing new fruit varieties to the Taiwan market. Wholesalers and retailers prefer U.S. fresh fruits because of their quality, nutritional aspects, and profitability. The best growth opportunities for U.S. suppliers include seasonal fruits for which Taiwan has no or limited production, such as cherries, strawberries, and blueberries. Also in high demand in both the retail market and food service channels are other fresh fruits not previously sold widely in Taiwan, such as raspberries, blackberries, and pomegranates.In recent years, supermarkets and hypermarkets have become the primary retail outlets for fresh fruit. These retail chains draw in consumers by conducting promotions of popular U.S. fruits and by offering significantly lower prices than wet markets.
Nevertheless, wet markets remain popular with older generations and continue to play a vital role in fresh fruit sales. The emerging e-commerce sector has also begun delivering fresh produce. The United States continues to be a leading supplier of fresh fruits to Taiwan, especially for apples, peaches, nectarines, grapes, cherries, cranberries, blueberries, oranges, plums, prunes, and pears.
Fresh Fruit Market (selected fruits) Unit: USD millions
| 2018 Total Imports | 2018 Imports from the U.S. | 2018 Import Market Share | |
| Apples (HS 080810) | 245 | 57 | 23% |
| Peaches and Nectarines (HS 080930) | 45 | 35 | 78% |
| Grapes (HS 080610) | 70 | 40 | 57% |
| Cherries (HS 080929) | 103 | 52 | 51% |
| Cranberries and blueberries (HS 081040) | 12 | 6 | 49% |
| Oranges (HS 080510) | 12 | 7 | 58% |
| Plums and prune plums (HS 080940) | 9 | 7 | 73% |
| Pears (HS 080830) | 24 | 1.2 | 5% |
Opportunities
Retail stores tend to import well-known, familiar products, but look to the United States in order to supply their customers with seasonal fruits. For this purpose, U.S. fruits are prized for their reliable quality. Taiwan consumers are highly brand-conscious, and the United States is a leader in trendsetting food brands.One such trend for supermarkets and hypermarkets is importing directly from consolidators, who can arrange a single, bulk shipment with a variety of new and on-market products. Furthermore, purchasing managers at retail stores welcome offers with market potential from reputable and reliable U.S. suppliers.
Taiwan’s fruit sector market shares shift year-to-year based mainly upon supplier prices, product quality, and availability, especially because Taiwan consumers are very price-sensitive and importers have many potential suppliers from which to source fresh fruit. To maintain their edge, U.S. fruit exporters must actively engage in promotional activities that reinforce consumers’ familiarity with U.S. fruits and their nutritional value.
ATO Taipei strongly recommends that U.S. exporters exhibit in the USA Pavilion at the Taipei International Food Show, which is the most influential trade show in the food industry in Taiwan. USA Pavilion exhibitors receive on-site consultation services from ATO Taipei. U.S. suppliers are also encouraged to take advantage of the “American Food Festival”, an in-store promotion opportunity arranged by ATO Taipei and local retail outlets to promote U.S. food and agricultural products.
Web Resources
The Foreign Agricultural Service (FAS) website offers the following resources for U.S. exporters:- Official data on agriculture trade for specific products and commodities
- GAIN Reports on international food and agricultural markets
- FAS services for U.S. exporters and information on USDA market development programs
- The USDA website lists current agricultural export requirements for Taiwan.
For additional information on the Taiwan market for food and agricultural products or to exhibit in the USA Pavilion at the Taipei International Food Show, please contact AIT's Agricultural Trade Office at: ATOTaipei@fas.usda.gov.
Prepared by our U.S. Embassies abroad. With its network of 108 offices across the United States and in more than 75 countries, the U.S. Commercial Service of the U.S. Department of Commerce utilizes its global presence and international marketing expertise to help U.S. companies sell their products and services worldwide. Locate the U.S. Commercial Service trade specialist in the U.S. nearest you by visiting http://export.gov/usoffices.