Analysis of Taiwanese Consumer Buying Behavior towards Fast-moving Consumer Goods

Taipei-based government-backed research institute MIC (Market Intelligence& Consulting Institute) of III (Institute for Information Industry) conducted a questionnaire-based survey on Taiwanese consumers in the fourth quarter of 2018 to ascertain their views on buying fast-moving consumer goods online. Fast-moving consumer goods surveyed include toiletries, household cleaners, and packaged food and beverages. This reports provides an in-depth analysis of consumers’ product, brand, and channel preference rankings for three major fast-moving consumer goods, identify which information and shopping channels consumers enjoy to purchase fast-moving consumer goods online, and examines main reasons behind consumers’ decision to buy fast-moving consumer goods online and what have prevented them from doing so.

List of Topics

• Consumers’ brand and channel preferences when it comes to buying fast-moving consumer goods online that comprise of three major categories: toiletries, household cleaners, and packaged food and beverages.


• Top 20 fast-moving consumer good brands of three major categories


• Five most frequently purchased toiletry product categories in Taiwan and includes top 10 brands in each product category.


• Four most frequently purchased household cleaning product categories in Taiwan and includes top 10 brands in each product category


• Four most frequently purchased packed food and beverage product categories in Taiwan and include top 20 brands in each product category.


• Reasons consumers like or dislike to buy fast-moving consumer goods online, touching on top 10 shopping motivations

List of Companies

• 3M


• 566


• Andante


• Ariel


• Attach


• Baigo


• Bailan


• Barista Coffee


• Biore


• books.com.tw


• Branded websites


• Bull Head Barbecue Sauce


• Carefree


• Carnation


• Carrefour


• Chimei food


• Citiesocial


• Coca-Cola


• Colgate


• Cosmed


• Cpfoods


• Dachan


• Darlie


• Day and Night


• Delight


• DHC


• Diamond Mop


• Dove


• Dr.White


• Dr’s formula


• Drano


• Enaak


• ETMall


• Futong


• Greenmax


• Hai Rei


• Head&Shoulder


• HeySong


• Honestbee


• Hyfoods


• I mei


• i3Fresh


• IBL


• Jet Best


• Johnsons


• Joyshower


• Kao


• Kimlan


• Kleenex


• Kleen'n Fresh


• Knorr


• Koloko


• Kose


• Kotex


• Kuai Kuai


• Kuang Chuan


• La Roche-Posay


• Lancome


• Laurel


• Lay‘s


• Lianhwa


• Life Market


• Lion


• Lipton


• Listerine


• Longfeng


• Lux


• Magic Amah


• Magiclean


• Maobao


• May-flower


• Medimix


• Momo Shop


• Mr. Brown


• Mr. Muscle


• Mr.Jackson


• Mr.Muscle


• Namchow


• Nestle


• Neutrogena


• Nivea


• Olay


• Oral-B


• Orange House


• P&G


• Pantene


• Paos


• Parodontax


• Paseo


• PChome24h


• Percil


• Pert


• Pledge


• Pon pon


• Pringles


• Quaker


• Rakuten


• Regaine


• RT-Mart


• Savlon


• SC Johnson


• Sebamed


• Senka


• Sensodyne


• Shin Kong Mitsukoshi-Beauty Stage


• Shiseido


• Shopee


• SK-II


• Snuggle


• Soapberry


• Sofy


• Sogo iStore


• Supersupau


• Taisugar


• Taiyen


• Taobao


• Tomax


• Uncertain


• Uni-President


• Ve Wong


• Vidal Sassoon


• Virjoy


• Wanjashan


• Want-want


• Watsons


• Wei Chuan


• Whiteman


• Windex


• Yaa Fang


• Yahoo Shopping