Taiwan: Consumer Profile
Taiwan’s consumer landscape is shifting with an ageing population, urbanisation, and rising environmental awareness. By 2040, seniors will dominate demographics, driving demand for eldercare and wellness. Millennials and Gen Z, facing rising living costs, prioritize compact urban living and digital lifestyles. A shift toward sustainability highlights evolving consumer values, with innovation shaping market opportunities despite economic pressures.
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Euromonitor's Taiwan: Consumer Profile report analyses factors influencing national consumer expenditure. Consumer lifestyles reports include coverage of: population, urban development, home ownership, household profiles, labour, income, consumer and family expenditure, health, education, eating habits, drinking habits, shopping habits, personal grooming, clothing, leisure habits, savings and investments, media, communication, transport and travel and tourism. Use this report to understand the factors influencing a nation's lifestyle choices.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
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- Scope
- Key findings
- Key drivers affecting consumers in Taiwan in 2023
- How developments today shape the consumers of tomorrow
- Ageing population and declining birth rate
- Taiwanese consumers prioritise health supplements more than the global average
- Millennials remain key drivers of Taiwan’s consumer market despite population decline
- Urbanisation accelerates as Taiwan's working-age population declines
- Opportunities for growth
- Smaller families and child-free households gain prominence
- Consumers prioritise the availability of public transport and indoor parking
- Ageing household heads and more female household heads than elsewhere in Asia Pacific
- Already technologically savvy consumers set to be even more connected by 2040
- A quarter of consumers plan to cut spending as transport expenditure rises most
- Older generations drive spending growth on health and travel in Taiwan
- Disposable income growth to fuel demand for premium goods
- Taipei to remain the largest market though other cities will see faster growth
- Key findings of the consumer survey
- Health properties and quality drive willingness to pay especially among Generation Z
- Frugal habits emerge as Taiwanese consumers prioritise bargains in line with global trends
- Generation X and Millennials displays highest overall engagement in green activities
- Savings and emergency funds reflect strong financial habits
- Both youth unemployment rate and gender employment gap above 10%
- Key takeaways
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