Taiwan’s population peaked at 23.4 million in 2025 and will fall to 21.8 million by 2040 with a 6.7% decline. The defining forces shaping the consumer landscape in Taiwan are the world’s lowest fertility rate, a rapidly ageing society and extremely high housing costs. However, the consumer base benefits from high incomes, exceptionally high savings rates and a semiconductor-driven economy.
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Overview:
Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries.
The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.
The Consumer Lifestyle in Taiwan report includes:
Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented
The Consumer Lifestyle in Taiwan report answers:
- How is the consumer mindset in Taiwan changing? In Taiwan, what are consumer attitudes towards “green” and sustainable products?
- What values influence consumers in Taiwan purchase decisions?
- Where and how do consumers shop in Taiwan?
- What health-related activities do consumers in Taiwan participate in?
- What megatrends should I focus on in Taiwan (and why)?
- How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
- My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
Scope
Key findings
Key drivers affecting consumers in Taiwan, China in 2025
How developments today shape the consumer of tomorrow
Today 2025: Population decline and high urbanisation shape Taiwan, China’s demographics
A shrinking population with the world's lowest fertility
Diabetes rises in a rapidly ageing society
Tomorrow 2040: Median age rises as only the 60+ population increases
Population in Taiwan, China falls while ageing sharply
Taipei anchors a highly urban market
Opportunities for growth
Case study: A super-aged society and record-low births characterise Taiwan, China
Today 2025: Single-person and child-free households continue to rise
Small households rise as single living overtakes families
High ownership meets severe housing unaffordability
Tomorrow 2040: Single-person households overtake couples with children
As the population falls, the number of households stays flat due to smaller household sizes
As the population falls, the number of households stays flat due to smaller household sizes
Digital life and banking are near-universal
Opportunities for growth
Case study: The world's costliest housing squeezes the young
Today 2025: Wealthy and affluent consumers and disposable incomes grow
High incomes and exceptional savings among the population in Taiwan, China
An AI-driven boom that consumers barely feel
Tomorrow 2040: Steady growth in disposable income
Disposable income grows fastest for the youngest age group during 2025-2040
Consumer spending grows at a moderate pace to 2040
Opportunities for growth
Case study: A semiconductor and AI boom powers a K-shaped economy
Key findings consumer survey
Baby boomers most likely to be willing to pay more for health attributes and high quality
Taiwanese consumers display frugal value-seeking with a quality bias
Sustainability and minimalism gain ground
Taiwan, China demonstrates a strong saving culture
Earning a high salary remains the top priority
Opportunities for growth
Case study: Group-buying reshapes how Taiwan, China shops
Key takeaways
Buy Conumer Lifestyle overview reports to:
Gain a thorough knowledge of shifting consumer attitudes and habits and fill in information gaps to inform product/service development, market positioning and channel strategy.
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