Consumer Values and Behaviour in Taiwan

June 2025

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

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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
Consumer values and behaviour in Taiwan
Consumers in Taiwan have complex ideals, preferences and concerns
Gen X are most troubled by the escalating expenses associated with everyday goods
Taiwanese enjoy experimenting with new goods and services
Baby Boomers only buy from companies and brands that they trust completely
Consumers in Taiwan say it is likely that they will experience greater happiness in the future
Younger generations foresee an increase in their financial well-being
While at home, consumers in Taiwan exercise
Safe location: The most desired home feature
Consumers prefer to cook or bake for themselves
Consumers say that choosing to eat at a restaurant is a more hassle-free alternative
Gen Z would rather allocate their time to pursuits other than cooking
Taiwanese look for healthy ingredients in food and beverages
Younger generations expect to determine their own timetable
Taiwanese primarily desire to have job security
Taiwanese say they have a strict boundary between work and personal life
Consumers prefer interacting with their friends virtually
Younger generations prefer socialising with friends in person
Consumers' top travel consideration - secure location
Older generations expect convenient travel options options when on vacation
Consumers in Taiwan participate in walking or hiking
Older generations participate in walking or hiking
Consumers in Taiwan are interested in massages
Consumers in Taiwan are worried about climate change
Consumers actively working towards greener and more sustainable practices
Consumers in Taiwan motivated to use sustainable packaging
Consumers refuse to support brands that do not align with their values and beliefs
Taiwanese like to find bargains
Baby Boomers visit stores that offer loyalty programs or memberships
Consumers try to lead a minimalist lifestyle and do not buy new items unless necessary
Older generations select holiday locations based on the standard of retail stores available
Consumers subscribe to streaming platforms on the internet
Taiwanese expect to increase spending on health and wellness
Older generations foresee increasing spending on groceries the most
Taiwanese are able to regularly save a portion of their income
Baby Boomers are content with the situation of their finances
Millennials expect to increase money saving the most
Consumers are proactive in managing data sharing and privacy settings
Younger generations say it is important to foster their online identity
Consumers in Taiwan frequently visit or update social networking sites
Younger generations regularly check their personal banking information
Younger generations actively look at reviews when buying goods or services
Consumers in Taiwan follow or like companies' social media feed or posts
Younger generations regularly share or retweet products they bought online
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