前言
Welcome to TaiwanBrand Footprint 2024
With the impacts of COVID-19 in Taiwan continuing into 2022, 2023 saw some major shifts in consumer behaviour.
Shoppers adopted a much more fragmented, social and active lifestyle compared with the previous year, with a strong desire to nurture social connections. This manifests itself in a number of ways:
A slowdown in in-home food and beverages expenditure, as shoppers prioritise out-of-home (OOH) consumption and non-food categories. We however expect to see this stabilise somewhat in 2024.
Revenge travel, with more time spent abroad and influencing in market choices.
Self-care and social connections becoming a key priority, leading to a more holistic approach to health as well as a ‘revenge pampering’ trend.
Reduced shopping frequency, as shoppers carry some of their pandemic habits of purchasing larger baskets, particularly in Costco and e-commerce platforms, into the new normal.
Aside from adapting to this post-COVID evolution, successful brands in Taiwan must also flex in line with the underlying trends associated with a super aged, lower birth rate society. This creates extra fragmentation in shopping behaviour, and interactions with consumers need to be determined through the lens of both families and silver shoppers with potentially smaller households.
We know that brands grow by being meaningfully different to more people, and this is exactly what the most chosen brands in Taiwan have achieved this year.
The pillars of brand growth are:
Predispose more people. Being top of mind and relevant for as many potential consumers as possible is critical.
Be more present. Shoppers’ journeys and shopping missions evolved in 2023, so this is about being agile in where and how to play.
Find new space. Create new opportunities for usage occasions by understanding new needs. Some of the fastest rising brands have leveraged new flavours or new moments to achieve this.
Congratulations to all the brands featuring in our ranking!
由於2022年疫情影響延續，2023年台灣消費者的行為模式發生了變化。與2022年相比，消費者轉向更加零散且活躍的生活方式，並且恢復了社交聯繫。這樣的生活型態體現於以下消費行為轉變：
家庭食品和飲料支出減緩，外食和用品購買則更優先。我們預計在2024年會有穩定跡象。
報復性旅遊，人們更長時間待在國外，並影響其消費選擇。
個人護理和社交聯繫作為關鍵優先項目，消費者追求更全面性的健康和補償性的自我呵護享受。
購物頻率降低，主要因購物者在疫情期間養成大量採買的習慣；我們尤其在Costco和電商通路中觀察到此新的常態。
除了適應後疫情時期的變化，成功的品牌在台灣還須適應超高齡化、低出生率相關的潛在社會趨勢。這在消費者的購物行為中創造了新的市場區隔，品牌與購物者的聯繫需要透過銀髮族或是小家庭的視角來思考及溝通。
我們知道，品牌成長需「讓更多人感受到有意義的不同」(being meaningfully different to more people)，而這正是今年品牌足跡台灣最受歡迎FMCG品牌所具備的。
佔領更多消費者心智：在盡可能多的潛在消費者心中成為最重要且具關聯的品牌。
強化品牌存在感：配合購物者旅程和購物任務在2023年的變化，這關乎品牌在何處及如何呈現於消費者面前。
找到成長新空間：透過理解新需求創造新的使用時機，一些成長最快速的品牌藉由新口味或新的使用情境已實現這一點。
恭喜所有今年在品牌足跡排行榜勝出的品牌！
