Historically, the Year of the Dragon would typically see a rise in births, as it is commonly believed that babies born under this zodiac sign are more likely to be fortunate, intelligent, and successful. Nevertheless, mounting economic pressures, evolving attitudes among younger generations, and high inflation have all contributed to a continued decline in the birth rate, negatively impacting retail volume sales.

In 2025, other dairy in Taiwan registered stagnant retail volume and foodservice growth, and limited current value growth. There were no notable new product launches, which further limited the category's momentum.

Volume sales of cheese in Taiwan stagnated in 2025, while moderate current value growth reflected higher average unit prices. Many Taiwanese consumers enjoyed the convenience of dining out prior to the pandemic and have continued this behaviour post-pandemic, resulting in lower levels of cheese consumption at home. The resurgence of interest in travel, particularly international travel, has also contributed to a decline in home cooking.

New Zealand milk and other dairy products were imported into Taiwan with zero tariffs from January 2025. This development understandably caused concern among local farmers regarding the sales of domestically produced fresh milk. In response, the Taiwanese government plans to introduce a certification mark for Taiwan-produced fresh milk to be displayed on product packaging, as well as launching educational campaigns to emphasise the advantages and quality of local milk.

Current value sales of yoghurt and milk products continued rising in 2025. Plain yoghurt, in particular, has experienced increased popularity in recent years, largely driven by the pandemic, which heightened consumer awareness of its health benefits. The arrival of various dairy companies has quickly led to plain yoghurt becoming a regular part of Taiwanese diets. As a result, the demand for plain yoghurt has shifted away from large, family-sized purchases in supermarkets towards single-serving

In 2025, retail volume consumption of butter in Taiwan reached pre-pandemic levels, supported by the widespread availability of breakfast shops.

Dairy products and alternatives in Taiwan saw moderate current value growth in 2025 but stagnation in retail volume terms. This performance can be attributed to a combination of evolving social demographics, increased living costs, and ongoing inflationary pressures. In the wake of the COVID-19 pandemic, increased investment in international travel prompted many Taiwanese consumers to reassess their purchasing habits, with a trend towards premiumisation. Nevertheless, lower birth rates in Taiwan

Plant-based dairy saw minimal volume growth in 2025, but current value sales remain buoyant due to higher average unit prices and ongoing premiumisation. In response to Taiwanese consumers’ tendency to seek novelty, category participants have consistently introduced new and innovative products year-on-year, demonstrating fierce competition that extends beyond mere pricing. Rising inflation has also affected food prices, making price-sensitive shoppers more cautious and leading them to opt for mo

In 2024, Taiwan ranked fifth in average gross income among 22 Asia Pacific countries. The country saw a 1.7% real increase in per capita disposable income, driven by robust economic growth and rising labour productivity. However, this growth decelerated from 7.5% in 2023, influenced by the government’s minimum wage hike and other economic factors. Moreover, despite a relatively low Gini Index, significant income disparities persist, particularly between the top and bottom deciles and between gen

In 2024, sales of toys and games in Taiwan grew, largely due to the popularity of video games and the emerging kidult trend. Cloud gaming was boosted by high smartphone penetration and the expansion of 5G networks. Additionally, there was notable demand for collectibles such as Labubu, as adults sought out nostalgic items. Retail e-commerce was the dominant channel, with retail offline losing ground. The landscape remained fragmented, with established brands focusing on their core products.

In 2024, video games in Taiwan recorded further value growth, largely due to the greater accessibility of software through subscription services and cloud-based gaming. This shift towards digital distribution and cloud gaming has particularly benefited social and casual gamers. The trend towards locally relevant content also played a crucial role. The competitive landscape remained fragmented during the year, while retail e-commerce continued to dominate distribution.

In 2024, traditional toys and games in Taiwan recorded higher value growth compared to the previous year, largely due to action figures and dolls, which benefited from the rise in e-commerce and the appeal of collectibles. The category is also being reshaped by the growing importance of sustainability, with manufacturers increasingly using eco-friendly materials. The kidult trend, where adults buy toys for themselves, is also a key growth driver.

Sugar confectionery in Taiwan continues to show solid and stable value sales growth in 2025, despite a slowdown in volume expansion among some subcategories. This trend is fuelled not only by price increases driven by inflation, but also by rising demand for products within the likes of medicated confectionery and gummies and jellies. Medicated confectionery has maintained strong demand even after the COVID-19 pandemic and leads both value and volume growth in 205. During the pandemic, throat lo

Despite global pressures from rising raw material costs, chocolate confectionery in Taiwan in 2025 is maintaining steady growth. Since 2024, the sales value of chocolate confectionary has continued to increase, primarily driven by a sharp surge in global cocoa prices. Due to climate change, ageing farms and the spread of cocoa-related diseases, cocoa production in West Africa’s two major growing regions, Ivory Coast and Ghana, has significantly declined, resulting in a supply-demand imbalance. C

Gum in Taiwan is undergoing a structural transformation, marked by a trend of rising value but declining volume in 2025. This phenomenon is not only linked to the impacts of COVID-19 but also reflects a deeper shift in consumer perceptions of the role and value of chewing gum. During the pandemic, widespread mask-wearing and social distancing significantly reduced consumers’ reliance on breath-freshening products, leading to a sharp drop in gum sales. Although retail activity and outdoor interac

Sweet biscuits, snack bars and fruit snacks in Taiwan is posting solid growth in overall sales value in 2025, while volume remains relatively flat - an indication that the category is approaching saturation. With limited population growth and a stable level of domestic consumption, momentum is increasingly reliant on price-driven value gains and inflationary effects rather than a surge in demand.

Value sales of savoury snacks are rising in Taiwan in 2025, while the competitive landscape remains stable with minimal new entrants. Sales are seeing a slight uptick throughout the category, notably in nuts, seeds and trail mixes; vegetable, pulse and bread chips, and other savoury snacks. This growth is largely driven by increasing consumer interest in healthier snack options. Products made from fresh, natural ingredients such as nuts, sweet potatoes, and seaweed are gaining significant attent

In 2025, snacks in Taiwan continues to experience positive overall growth in terms of value sales, despite signs of saturation across many mature segments. Several categories, however, have emerged as prominent performers, driven by evolving consumer preferences and broader lifestyle trends. Chocolate confectionery is seeing a notable increase in sales value, largely due to global cocoa price surges pushing retail prices higher. Within the category, tablets is recording the fastest growth. This

In 2025, ice cream in Taiwan is demonstrating strong, steady and sustained growth, driven by increasing temperature, product innovation and evolving retail strategies. With record-breaking summer temperatures in recent years, consumer demand for cold, refreshing treats has surged, significantly boosting overall sales. Ice cream is no longer perceived solely as a seasonal indulgence; is increasingly integrated into consumers’ daily routines as a moment of enjoyment and relaxation.

Cigarettes in Taiwan registered strong declines in retail volume and current value sales in 2024. Cigarettes was still by far the largest category within tobacco. Tobacco companies are adjusting pricing strategies in response to economic pressures, including inflation and rising labour costs. Given that price increases are being carried out in steps across several years and that demand is relatively inelastic, the decline in demand for cigarettes was slower than in 2023. Nonetheless, price hikes

The direction of tobacco in Taiwan depends on the progress of government legislation. In 2023, the Tobacco Hazards Prohibition Act was announced, followed by more specific standards for additives in 2024. There is still uncertainty regarding the final scope and implementation timeline, with industry players waiting for further clarification. The government has stated that certain chemical additives, including those in tobacco, will be restricted. However, the exact enforcement timeline and full

Retail volume sales of cigars and cigarillos in Taiwan saw a strong decrease in 2024, following fast growth in the previous years of the review period. Cuban cigars remained the most in demand products. The category has been negatively affected by global supply chain disruptions, labour shortages and frequent natural disasters in Cuba. which have led to unstable supply levels. However, these issues have gradually improved, and in 2024, supply became more stable, keeping up with domestic demand.

Retail volume sales of smokeless tobacco, e-vapour products and heated tobacco in Taiwan fell dramatically in 2023, following the total ban on e-vapour products. Meanwhile, heated tobacco products made strong progress from a low base. In 2024, heated tobacco products was the only significant category, with smokeless tobacco remaining negligible in the market. Heated tobacco and heating tobacco devices continued to post strong retail volume growth in 2024. Heated tobacco is making gains from mild

This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits.