Sections
| Title | Starting Page | Number of Pages |
|---|
| Cover Page | 1 | 1 |
| Graph - Scope | 2 | 1 |
| Disclaimer | 2 | 1 |
| Contents | 3 | 1 |
| Contents (CONT) | 4 | 1 |
| Consumer values and behaviour in Taiwan | 5 | 1 |
| Highlights of consumer values and behaviours from our 2026 survey | 5 | 1 |
| Graph - Personal traits and values | 6 | 1 |
| Consumers are concerned that the cost of everyday items are going up | 7 | 1 |
| Graph - Personal traits and values % of respondents (agree or strongly agree) | 7 | 1 |
| Graph - Older generations feel confident in displaying their true identity with friends and family | 8 | 1 |
| Graph - Consumers in Taiwan like to try new products and services | 9 | 1 |
| Graph - Older generations show a tendency to choose branded items instead of non-branded options | 10 | 1 |
| Consumers say it is likely that they will experience greater happiness in the future | 11 | 1 |
| Table/Chart: Outlook on life: Future impact in the next five years % of respondents | 11 | 1 |
| Table/Chart: Tabular Data Analysis | 11 | 1 |
| Gen Z foresee an increase in the amount of work beyond their current workload | 12 | 1 |
| Table/Chart: Outlook on life: Future impact in the next five years by generation % of respondents | 12 | 1 |
| Table/Chart: Tabular Data Analysis | 12 | 1 |
| Gen Z foresee an increase in the amount of work beyond their current workload (CONT) | 13 | 1 |
| At home, consumers exercise | 14 | 1 |
| Graph - Frequency of home activities % of respondents (at least weekly) | 14 | 1 |
| Graph - Frequency of home activities by generation % of respondents (at least weekly) | 14 | 1 |
| At home, consumers exercise (CONT) | 15 | 1 |
| Graph - Taiwanese prefer to prepare a meal themselves | 16 | 1 |
| Graph - Weekly meal choices by generation % of respondents (at least weekly) | 16 | 1 |
| Over 30% of consumers say that going out to eat at a restaurant is more convenient | 17 | 1 |
| Graph - Barriers to cooking at home | 17 | 1 |
| Younger generations are most likely to state that they do not have time to cook | 18 | 1 |
| Graph - Barriers to cooking at home by generation | 18 | 1 |
| Graph - 46% of Taiwanese look for healthy ingredients in food and beverages | 19 | 1 |
| 46% of Taiwanese look for healthy ingredients in food and beverages (CONT) | 20 | 1 |
| Younger generations expect to set their own work hours | 21 | 1 |
| Graph - Work-life balance | 21 | 1 |
| Consumers in Taiwan primarily desire to earn a high salary | 22 | 1 |
| Graph - Work priorities % of respondents | 22 | 1 |
| Graph - Consumers say they maintain a clear separation between their professional and personal life | 23 | 1 |
| Graph - Note: *% who agree/strongly agree with this statement | 23 | 1 |
| Consumers say they maintain a clear separation between their professional and personal life (CONT) | 24 | 1 |
| Taiwanese enjoy socialising with friends online | 25 | 1 |
| Graph - Frequency of leisure activities | 25 | 1 |
| Older generations go shopping for enjoyment | 26 | 1 |
| Graph - Monthly leisure activities by generation % of respondents (at least monthly) | 26 | 1 |
| Consumers in Taiwan primarily seek relaxation when travelling | 27 | 1 |
| Graph - Most important features when planning a trip or vacation | 27 | 1 |
| Younger generations are more likely to want quality food and dining at destinations | 28 | 1 |
| Graph - Most important features when planning a trip or vacation by generation % of respondents | 28 | 1 |
| Graph - Graph/Chart Analysis | 29 | 1 |
| Consumers walk or hike for exercise | 30 | 1 |
| Graph - Frequency of exercise habits % of respondents | 30 | 1 |
| Gen Z are most likely to perform weight lifting or strength training exercises | 31 | 1 |
| Graph - Weekly exercise habits by generation | 31 | 1 |
| Consumers are interested in massages to improve wellbeing | 32 | 1 |
| Graph - Stress-reduction or mental wellbeing activities in the past six months % of respondents | 32 | 1 |
| Graph - Stress-reduction or mental wellbeing activities in the past six months by generation % of respondents | 32 | 1 |
| Consumers are interested in massages to improve wellbeing (CONT) | 33 | 1 |
| Graph - Consumers in Taiwan are worried about climate change | 34 | 1 |
| Consumers are motivated to Rating food waste and recycle items | 35 | 1 |
| Graph - Typical behaviours to positively impact the environment or lead a more sustainable life | 35 | 1 |
| Graph - Typical behaviours to positively impact the environment or lead a more sustainable life by generation % of respondents | 35 | 1 |
| Over 40% of consumers use sustainable packaging | 36 | 1 |
| Graph - Green behaviours and activism % of respondents | 36 | 1 |
| Taiwanese buy from brands that support issues aligned with their values | 37 | 1 |
| Graph - Activism in political and social issues % of respondents | 37 | 1 |
| Graph - Activism in political and social issues by generation % of respondents | 37 | 1 |
| Taiwanese buy from brands that support issues aligned with their values (CONT) | 38 | 1 |
| Taiwanese enjoy discovering good deals | 39 | 1 |
| Graph - Attitudes to shopping % of respondents | 39 | 1 |
| Baby Boomers are most likely to buy fewer items of higher quality | 40 | 1 |
| Graph - Attitudes to shopping by generation | 40 | 1 |
| Consumers in Taiwan attempt to adopt a minimalist way of living | 41 | 1 |
| Graph - Shopping preferences | 41 | 1 |
| Graph - Gen Z are interested in acquiring items that have been previously owned | 42 | 1 |
| Consumers subscribe to streaming platforms on the internet | 43 | 1 |
| Graph - Current use of subscription services | 43 | 1 |
| Current use of subscription services (CONT) | 44 | 1 |
| Taiwanese expect to increase spending on health and wellness | 45 | 1 |
| Graph - Spending intentions over the next 12 months % of respondents | 45 | 1 |
| Graph - Gen Z are set to increase spending on education the most | 46 | 1 |
| 40% of consumers have the ability to consistently set aside a portion of their earnings | 47 | 1 |
| Graph - Financial status and concerns | 47 | 1 |
| Baby Boomers are most comfortable with their current financial situation | 48 | 1 |
| Graph - I rely on financial support from friends or family | 48 | 1 |
| Younger generations intend to save money over the next 12 months | 49 | 1 |
| Graph - Spending and saving intentions over the next 12 months % of respondents | 49 | 1 |
| Graph - Intentions to increase spending and savings over the next 12 months by generation % of respondents (increase) | 49 | 1 |
| Younger generations intend to save money over the next 12 months (CONT) | 50 | 1 |
| Taiwanese are proactive in managing data sharing and privacy settings | 51 | 1 |
| Graph - Attitudes to technology % of respondents (agree or strongly agree) | 51 | 1 |
| Younger generations express the most discomfort with personalised advertisements | 52 | 1 |
| Graph - I share my data in order to receive personalised and targeted offers/deals | 52 | 1 |
| The majority of consumers use social networking sites to almost every day | 53 | 1 |
| Table/Chart: Frequency of online activities % of respondents | 53 | 1 |
| Table/Chart: Tabular Data Analysis | 53 | 1 |
| Graph - Older generations regularly employ smartphone apps to track their health | 54 | 1 |
| Younger consumers are most likely to review products and services | 55 | 1 |
| Graph - Frequency of selected online activities by generation | 55 | 1 |
| Consumers show support for companies by following their social media updates | 56 | 1 |
| Graph - Interactions with companies online in the previous six months % of respondents | 56 | 1 |
| Gen Z offer insights of a companies' offerings online | 57 | 1 |
| Graph - Interactions with companies online in the previous six months by generation % of respondents | 57 | 1 |
| About the authors | 58 | 1 |
| Euromonitor's research spans 210 countries and 99.9% of the world's consumers | 59 | 1 |
| Graph - Analysts in 100 countries | 59 | 1 |
| Tailor these insights to your business | 60 | 1 |
