前言
Welcome
2022年，台灣經歷了特殊的市場環境變化。一方面，有別於世界其他地區，台灣面臨新冠確診病例空前遽增，導致消費者長時間待在家中；另一方面，儘管台灣整體通膨率相比其他國家較低，消費者也開始感受到物價上升的壓力。
在這樣的時空背景下，我們觀察到三個快消市場關鍵趨勢，正形塑消費者的購買行為：
在台灣，最受歡迎且成長最快速的品牌掌握前述趨勢，因此吸引到更廣大的消費群，並成功滿足市場快速變化的需求。在此對這些品牌致上最誠摯的祝賀！
Unlike the rest of the world, Taiwan faced an unprecedented surge of covid cases in 2022, which led to shoppers staying at home more. And while overall inflation remained lower than in many other markets, Taiwanese shoppers started to feel the impact of increasing prices.
We have witnessed three key trends emerging in Taiwan that are shaping shopping behaviour:
The progressive return to a more mobile, social and fragmented lifestyle throughout the year has been driving convenience products and snacking, in particular. This shift in lifestyle has also given the beauty category a boost and nudged it towards recovery.
Taiwanese consumers are very health conscious and increasingly so. As a result, the health sector continues to see a strong acceleration led by vitamins and supplements - particularly those in more innovative formats. As Taiwan is an ageing society, we think this trend is here to stay, especially since we see the younger generation also being receptive to innovations in this sector.
Overall, Taiwanese shoppers remain open to premiumisation, but they need to be offered compelling reasons to spend more. Innovation plays a critical role here. The growing role of online in shoppers life across the generations, also provides a much broader range of channels to choose from and a fiercer competitive environment for manufacturers.
The most-chosen and fastest-rising brands in Taiwan have navigated these trends successfully to reach more buyers and meet their fast-changing needs. Congratulations to all of them!
