Taiwan

In line with trends noted over the review period, air care continued to record positive retail value and volume growth in 2023, despite rising price points. Even though many consumers have travelled overseas following lifted restrictions, while…

Following the lifting of COVID-19 restrictions in 2022, consumers spent more money on travel and experiences, shifting budgets away from consumer appliances. In addition, the weaker performance of the local real estate market saw air treatment…

The volume of people travelling by air more than doubled in 2023, supported by the relaxation of border control measures, both within Taiwan and neighbouring Asian countries. With air travel having been off-limits during the pandemic, there was a…

In 2022, the local alcohol industry in Taiwan continued to struggle following the outbreak of COVID-19, with bars and restaurants remaining well below capacity compared to 2019. This led to a dominance of sales in the off-trade, with an…

The topical analgesics/anaesthetic category is poised to record the fastest growth in volume and current value terms within analgesics in 2023, and looks set to show improved results in both respects as compared to 2022. These types of products…

Apparel accessories in Taiwan is set to record a high double-digit decline in total volume sales for a second consecutive year in 2023. This is entirely due to the dramatic contraction of the other apparel accessories category, where demand for cloth…

Apparel and footwear in Taiwan is poised to register a negative result in volume terms for a second consecutive year in 2023, while current value growth looks set to be down slightly on 2022. This is mainly due to increased caution around…

In 2023, the retail sales of apparel specialist retailers in Taiwan bounced back significantly. Following a double-digit growth rate in 2022, which surpassed the modest growth recorded in 2021, several major international brands displayed remarkable…

Appliances and electronics specialists in Taiwan witnessed a fluctuating trajectory in 2023, shaped significantly by seasonal sales trends. While the pandemic-induced surge in demand for remote working and online schooling propelled sales of personal…

Asian speciality drinks showed improved results in off- and on-trade volume sales terms in 2023, largely thanks to the easing of the pandemic and the ending of associated restrictions. With concerns surrounding COVID-19 having reinforced the…

Away-from-home (AFH) tissue and hygiene in Taiwan saw buoyant growth in current value terms in 2023, continuing the trend of the previous year. This was due to the return of consumers to their familiar pre-pandemic lifestyles, including more frequent…

In 2023, baby and child-specific products in Taiwan recorded positive retail value growth, while retail volume declined. The country suffers from a low birth rate, breaking new historical records of the lowest newborn babies in 2023. Consequently,…

Taiwan's birth rate continued to decline in 2022, reaching a historic low point. One of the main reasons for the decline was the impact of the pandemic, as many couples postponed their weddings, resulting in a continuous decrease in the married…

Bags and luggage with versatile designs and enhanced functionality were in demand. Consumers sought products that could adapt to various situations, such as convertible backpacks, expandable suitcases, or bags with multiple compartments and…

The artisanal and premium offer has expanded in baked goods in Taiwan. Taiwanese consumers consumed packaged baked goods when eating at home during the COVID-19 pandemic period. This raised the demand for quality packaged backed goods in the country.…

In 2023, bath and shower in Taiwan recorded positive retail value growth, while retail volume sales declined in unessential areas during rising inflation. This included bath additives and body powder. Due to their essential natural and frequent use,…

In 2023, the beauty and personal care market in Taiwan recorded solid retail value growth, driven by product innovations and rising consumer demand. Inflation was also a driver of retail value growth, remaining at 2% in Taiwan, leading the retail…

In 2022, the beer landscape saw solid total volume growth; the result of an increase in imported beer and the growing prominence of local craft beer. These have had a significant impact on the local industry, which has grown in recent years as the…

While retail value sales were positive in 2023, these were driven by inflationary pressures and rising price points. As such, retail volume sales were challenged, recording a decline. Rising hygiene concerns during COVID-19 had contributed to…

Retail sales of bookings continued to grow strongly in constant value terms in 2023. This trend was driven primarily by leisure travel, due to the release of pent-up consumer demand. Japan was the most popular destination for Taiwanese consumers,…

The increasing tendency of Taiwanese consumers to favour healthier soft drinks ensured bottled water recorded another solid performance in off-trade volume growth terms in 2023. Carbonated bottled water was the most dynamic of the main categories in…

Breakfast cereals in Taiwan was negatively affected by the lifting of COVID-19 restrictions. This resulted in the return to working outside the home, travel and on-the-go consumption. Hence, the occasions for having breakfast at home in Taiwan were…

Taiwan secured a place among the top 10 countries globally in the 2021 Index of Economic Freedom Ranking, riding on its major strengths of a highly skilled workforce, a robust financial system, sound investment incentives, and a well-established…

In March 2022, as pandemic restrictions gradually eased, a coexistence with the virus emerged. Consequently, the number of confirmed cases began to peak, reaching new daily highs. During the initial two quarters of 2022, most consumers stayed home to…

Coffee is a daily ritual for most people in Taiwan, but especially office workers, with this benefiting cafés/bars. Convenience store cafés/bars play an important role in due to the wide coverage of these stores, which gives consumers easy access to…

Carbonates in smaller pack sizes of 200-350ml gained ground in off- and on-trade channels in Taiwan in 2023. This was partly due to rising health-consciousness among the population, in that concerns about the sugar content of these soft drinks led…

Significant improvements were seen in pet registration in Taiwan towards the end of the review period, with registered cat ownership growing at a faster rate than registered dog ownership, mainly due to rapid growth in cat ownership among people aged…

Despite being historically less popular in Taiwan due to limited merchant acceptance compared to VISA, MasterCard, and JCB, American Express (AMEX) is making significant strides in the market. The key to its success lies in the exclusive benefits and…

Similar to butter, the demand for cheese began to wane in the latter half of 2022. Consumers reverted to their habits of dining out, leading to a decreased inclination to cook and bake at home.

Overall volume and current value growth rates for childrenswear in 2023 are set to be more modest than those recorded by womenswear and menswear, primarily because birth rates in Taiwan are in long-term decline. This demographic trend has resulted in…

Consumer demand for chocolate confectionery has stabilised in 2023, with consumption shifting from bulk purchases in supermarkets to impulse small packs in convenience stores. Overall, volume sales of chocolate confectionery are nearing pre-COVID…

The local cider/perry landscape is relatively small compared to other alcohol subcategories, but it has observed modest growth recently. This is due to local consumers becoming increasingly interested in trying new kinds of alcohol and searching for…

The Taiwanese authorities continue to be active in discouraging the usage of tobacco products via both health campaigns and enforceable restrictions that limit consumers’ smoking occasions. Moreover, under new laws the legal smoking age will be…

Cigars and cigarillos have achieved steady growth as consumers increasingly choose to consume more sophisticated products. While cigarillos face lower taxes than cigarettes, they are the same price as cigarettes making them an attractive option to…

As reduced public concern about COVID-19 and the ending of associated restrictions saw most people in Taiwan go back to the office and begin spending more of their leisure time outside the home, coffee showed an improved performance in on-trade…

In 2023, colour cosmetics in Taiwan recorded positive retail value and volume growth, with lip products recording a standout performance. Following the lifting of facemask restrictions, consumers’ focus on makeup dramatically increased, with lipstick…

The commodities country overview provides comprehensive data on production, consumption and price trends on key commodities markets. The commodities overview in Taiwan covers production and consumption trends in agricultural commodities, energy…

Retail volume sales of computers and peripherals registered a dramatic slump in 2023, in contrast to the positive performances of the previous two years. Households were reluctant to spend their hard-earned money on discretionary purchases, as fears…

While liquid concentrates posted marginal growth in off-trade volume sales in 2023, this was an improvement on the decline recorded in 2022. This was partly explained by the normalisation of consumption patterns, in that the contraction the previous…

Asian Pacific economies were hard hit by COVID-19, leading to setback in construction activities in the first half of 2020. Robust Chinese recovery, however, boosted construction output in the second half of the year. Heavy infrastructure…

In 2023, consumer appliances in Taiwan posted slower retail volume and value growth compared to the previous year, with sales negatively impacted by inflationary pressure, the slowdown in the local real estate market, and a spending shift from goods…

The government's relaxation of control measures on digital banks has paved the way for a broadened range of financial services offered by pure digital banks. Although the impact on traditional banks and digital wallet operators remains relatively…

Retail volume sales of consumer electronics continued to fall in 2023, with the rate of decline accelerating compared to the previous year. This was mainly the result of a slump in demand for computer and peripherals, although almost all other…

Most Taiwanese office workers eat out for lunch during the weekdays, with this shaping sales of consumer foodservice by location. In the north, most office workers either eat out in restaurants, get takeaway or order food on delivery for dinner as…

Consumer foodservice has witnessed a strong recovery since the second half of 2022 in Taiwan, with robust growth continuing into 2023, albeit at slower pace. Menu prices have increased since the pandemic due to higher inflation. Many foodservice…

Consumer health in Taiwan has performed positively on the whole in 2023, with growth in total current value sales remaining robust and most categories either expanding in volume terms or contracting at a slower pace than in 2022. The easing of the…

In 2023, the total credit amount in Taiwan surged over the previous year. This figure has doubled since pre-pandemic levels at the end of 2019. Taiwan's financial landscape boasts a multitude of institutions holding significant liquid funds.…

Consumer Lifestyles offers valuable insights into key consumer attitudes and current thinking, and their impact on purchasing and consumption habits; quantifying behaviours, preferences and motivations and aligning them with broader trends

Consumer Types can be a powerful tool to help companies better understand and appeal to their target markets. By going beyond typical demographic-based segmentation, such as age or gender, and grouping consumers based on shared traits and…

This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits.