前言
Welcome to Brand FootprintTaiwan 2025
Following the disruption caused by the pandemic and then inflation, 2024 marked a positive turnaround in Taiwanese shoppers’ FMCG spend. With more time spent out and about, and consumer confidence improving, shoppers are making more brand choices. We measure these choices via Brand Footprint’s consumer reach points metric.
More consumer choices mean more opportunities for each brand to be bought; and as a result over half of Taiwanese brands have enjoyed increased spend compared with previous years. However, this trend has also led to increased competitive pressure. For each choice shoppers make, they have a wide range of options, so the risk that they will switch to a rival brand becomes greater.
To turn this increase in consumer choices into a real opportunity for your brand, it is critical to uncover the underlying drivers of shoppers’ decisions.
Their choices are increasingly complex and fragmented. While some brands benefit from positioning themselves as a healthy option, others leverage indulgence to drive their growth. While shoppers choose to go premium in selected categories, the same shoppers also down-trade to economy brands in others.
What may at first seem to be contradictions in shopper choices is actually a reflection of the fragmentation of Taiwanese lifestyles, and the retail landscape. This being the case, breaking down those choices into different lifestyle moments and shopping missions is key.Over the years we have observed a successful recipe for growth: it all lies in the ability of brands to attract more buyers. The way into shoppers’ baskets is often the result of a rigorous process of decoding shopper behaviour. It typically entails an understanding of:
Your brand’s headroom for growth: who are those shoppers that do not buy your category or your brand, and why do they choose not to?
Your brand’s buyer churn: is your brand losing more buyers than it should? Is it attracting as many new buyers as it needs, in order to achieve your goals?
At Worldpanel we are privileged to have data representing millions of observations of shopper choices at our fingertips. Our PanelVoice solution allows us to go a step further, and ask shoppers more questions about why they make the choices they do. We look forward to partnering with you and helping you find the way to win more consumer choices.
隨著疫情影響逐漸趨遠，加上通貨膨脹的大環境背景，2024年成為台灣消費者在民生快速消費品（FMCG）花費上出現轉變的一年。消費者信心在過去一年穩步回升，戶外活動時間增加，品牌選擇也變得更加多元——這一點從我們的品牌足跡消費者觸及數研究可見一斑。這代表每個品牌有更多被選擇的機會，且超過半數的品牌因買者花費提升而受益。
然而，消費選擇增加的同時也帶來更激烈的市場競爭。每一次消費決策都是品牌間的角逐，消費者轉向其他品牌的風險也隨之增加。品牌若想把「更多選擇」轉化為「實際商機」，關鍵在於深入了解這些選擇背後的驅動因素。
我們觀察到，時下消費者的選擇呈現高度分化與複雜化：有些品牌因其健康形象而受青睞，另一些則以即時享樂的訴求創造成長；同一位消費者可能在某些品類傾向高價品牌，在其他品類則偏好經濟實惠。這些看似矛盾的購買行為，實則反映了生活型態與購物任務的多樣性。因此，將消費者選擇細分為不同的「生活場景時刻」與「購物任務」進行分析，對品牌策略至關重要。
多年來，我們見證了品牌成功的核心法則：吸引更多買者。品牌能否實現成長，取決於以下關鍵洞察：
品牌成長空間：有哪些消費者尚未進入你的品類或品牌？其背後原因為何？
買者流失狀況：你的品牌是否流失過多買者？是否有足夠的新進買者來支撐品牌目標？
在Worldpanel，我們透過數百萬筆真實消費行為數據，持續追蹤並理解消費者的選擇，而PanelVoice則進一步揭曉這些選擇背後的心理與動機。我們期待與品牌展開合作，發掘更多帶來消費選擇的市場先機。
