Cigarettes in Taiwan registered strong declines in retail volume and current value sales in 2024. Cigarettes was still by far the largest category within tobacco. Tobacco companies are adjusting pricing strategies in response to economic pressures, including inflation and rising labour costs. Given that price increases are being carried out in steps across several years and that demand is relatively inelastic, the decline in demand for cigarettes was slower than in 2023. Nonetheless, price hikes

The direction of tobacco in Taiwan depends on the progress of government legislation. In 2023, the Tobacco Hazards Prohibition Act was announced, followed by more specific standards for additives in 2024. There is still uncertainty regarding the final scope and implementation timeline, with industry players waiting for further clarification. The government has stated that certain chemical additives, including those in tobacco, will be restricted. However, the exact enforcement timeline and full

Retail volume sales of cigars and cigarillos in Taiwan saw a strong decrease in 2024, following fast growth in the previous years of the review period. Cuban cigars remained the most in demand products. The category has been negatively affected by global supply chain disruptions, labour shortages and frequent natural disasters in Cuba. which have led to unstable supply levels. However, these issues have gradually improved, and in 2024, supply became more stable, keeping up with domestic demand.

Retail volume sales of smokeless tobacco, e-vapour products and heated tobacco in Taiwan fell dramatically in 2023, following the total ban on e-vapour products. Meanwhile, heated tobacco products made strong progress from a low base. In 2024, heated tobacco products was the only significant category, with smokeless tobacco remaining negligible in the market. Heated tobacco and heating tobacco devices continued to post strong retail volume growth in 2024. Heated tobacco is making gains from mild

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

Consumer Lifestyles provides valuable insights into the key attitudes and current perspectives of consumers, and how these influence their purchasing and consumption behaviours. It quantifies consumer behaviours, preferences and motivations, aligning them with broader trends.

In 2025, eyewear in Taiwan is set to record strong growth, driven by increased demand and retail innovation. Contact lens manufacturers are prioritising advanced materials and comfort-focused innovations, with leading brands emphasising both comfort and style. Coloured lenses continue to enjoy strong consumer demand, embraced as a popular beauty accessory. Spectacle sales are being boosted by rising case of myopia and the presence of affordable options, with blue light-blocking and trendy, non-s

Value sales of spectacles in Taiwan are set to increase in 2025, with spectacle lenses set to be the top-performing category, recording double-digit growth. The widespread use of digital devices is significantly increasing the demand for blue light filtering lenses and anti-fatigue eyewear. Greater awareness of ocular health is also driving the need for protective lenses that offer both blue light filtration and ultraviolet protection. This trend is further fuelled by the targeted educational in

Value sales of contact lenses and solutions look set to increase in 2025, driven by strong demand for convenience and hygiene, in addition to sales of fashionable-coloured lenses. Contact lenses are the largest category in 2025, set to be the most dynamic with strong growth driven by the wide availability of high-quality, comfortable contact lenses, which boosts sales. Coloured contact lenses are also a known beauty accessory, especially among younger consumers.

Value sales of sunglasses are set to increase in 2025, with steady growth driven by factors including rising awareness of UV protection and the ongoing influence of fashion trends. As a rapidly expanding consumer market, Taiwan demonstrates a strong alignment with global trends in sunglasses. The country's vibrant consumer culture, marked by an emphasis on fashion and lifestyle, has elevated sunglasses from functional items to essential fashion accessories. In addition, increasing public health

Home furnishings in Taiwan showed an improved performance in current value growth terms in 2024. This was partly explained by an upturn in residential construction activity, with the number of households in the country rising at a significantly faster pace than in 2023. Sales were further buoyed by falling inflation and other favourable macroeconomic indicators, which bolstered confidence and purchasing power among the population. Additionally, consumers were motivated to invest more in enhancin

Home improvement in Taiwan registered another impressive performance in current value growth terms in 2024. With the shift towards home-centric lifestyles and hybrid working arrangements having gained momentum since the pandemic, sales were bolstered by the increasing willingness of consumers to invest more in enhancing and personalising their living spaces. Robust demand also reflected the growing tendency of people to undertake home renovation and repair projects themselves instead of hiring p

Homewares in Taiwan performed positively in 2024, with total current value sales increasing at a faster pace than in 2023. This improvement was partly attributable to a significant rise in the number of households in the country driven by both long-term demographic shifts and an upturn in residential construction activity amidst a better-than-expected economic rebound. However, it also reflected the tendency of people to spend more time cooking and entertaining at home due to changes in lifestyl

Gardening in Taiwan performed strongly in 2024, with total current value sales growing at a faster pace than in 2023. Buoyant demand reflected the fact that more consumers are now embracing this hobby to enhance their living spaces and improve their physical and mental wellbeing. This well-established trend has gained momentum in the wake of the pandemic due to the wider adoption of remote working arrangements, increased health-consciousness and elevated cost-of-living pressures. Moreover, it is

Home and garden in Taiwan performed positively in 2024, with total current value sales growing at a faster rate than in 2023 and the four main categories posting improved results in this respect. Overall demand was lifted by a stronger-than-expected economic rebound, which bolstered confidence and purchasing power among consumers. Moreover, favourable macroeconomic conditions accelerated residential construction activity, and together with long-term demographic shifts this supported a substantia

As the Year of the Snake progresses, the small mammal/reptile food market is anticipated to experience strong growth. This trend is driven by their association with good fortune and the belief that they are easy to care for. Special pets have unique requirements for their environment, including temperature and light, necessitating attentive care from their owners. Consequently, there is an increasing need for information regarding their specific needs.

The pet humanisation trend in Taiwan has intensified in 2025, especially as declining birth rates are reshaping family dynamics and elevating the role of pets within households. Pets are not just companions, but integral parts of the family. Consumers are increasingly engaging in activities with their pets, from day trips to more adventurous outdoor excursions, with cats even being trained for these shared experiences. In 2025, pet health and wellness has emerged as a significant trend, driven b

The pet healthcare market in Taiwan is experiencing strong double-digit value growth in 2025, particularly pet supplements. This surge can be attributed to heightened awareness among pet owners regarding the health and wellbeing of their animals, especially following concerns about cat food safety, including salmonella and low potassium levels, in 2024. Pet owners are increasingly vigilant about what their pets consume, leading to a notable rise in demand for dietary supplements. According to Eu

As the cost of living continues to rise in Taiwan, brands are innovatively developing mixed kibble options that combine freeze-dried, air-dried, and steam-dried formulations, catering to dog owners seeking economical yet nutritious feeding solutions. However, such premium freeze-dried offerings often command higher prices due to their nutritional benefits and enhanced flavour, therefore brands are now introducing hybrid products that blend freeze-dried pellets with regular kibble to provide more

The cat food market in Taiwan continues to experience strong growth in 2025, driven by the steady popularity of cats as pets and rising awareness of pet health and nutrition. As the cat population continues to expand, particularly in urban areas where high-rise apartments suit cat ownership over dog ownership, demand for cat food is projected to sustain strong momentum through 2025. This trend is further supported by new legislation under the Animal Protection Act, requiring all domestic cats to

Bath and shower is a mature and highly competitive category in Taiwan. While retail volume sales are limited in such a mature market, consumption picked up slightly in 2024. Price competition intensified in the mass segment, as brands sought to attract consumers, with widespread use of promotions and offers driving volume sales. Due to high costs of living and limited household budgets, many consumers stuck to mass bath and showers, with few consumers trading up to premium alternatives. Moreover

Although Taiwan witnessed hotter weather in 2024, demand for deodorants slowed down slightly. During hot weather, the Taiwanese tend to spend more time in air-conditioned areas, thus negating the need to reapply deodorant with greater frequency. Deodorant sprays was the largest category in 2024, with value sales rising gradually. Deodorant sprays are considered more convenient to use and more comfortable for consumers to apply than roll-ons. Sprays do not leave stains on clothing as with some ot

Due to the strong influence of K-Pop in Taiwan, younger generations are keen to follow South Korean styles of colour cosmetics and fashion. Travel behaviour also has a strong influence on the origin of colour cosmetics, with Japan and South Korea ranking among the top three travel destinations for Taiwanese outbound travellers. Taiwanese consumers are keen to buy colour cosmetics sold in Olive Young, a leading retailer of cosmetics, health and beauty products in South Korea, as well as Japanese

Men’s grooming in Taiwan witnessed a slowdown in value growth over 2024 due to challenges in men’s razors and blades, which is the largest category. Strong competition from electric razors led to a significant drop in volume sales. Electric razors continue to gain share from manual razors amid developments from Xiaomi, Panasonic, and Sampo. Men appreciate the practical benefits regarding efficiency and affordable pricing. The hot weather in Taiwan provided some impetus to men's bath and shower a