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

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.


  • Summary of Key Findings
    • Key Trends and Findings
  • Overall Cosmetics Shopping Analysis
    • Online Cosmetics Shopping Experience
    • Cosmetic Brand Preferences
    • Shopping Channel Preferences for Skin Care Products
    • Shopping Channel Preferences for Makeup Products
    • Shopping Channel Preferences for Face Washes and Cleansers
    • Online Cosmetics Shopping Experience by Gender
    • Online Cosmetic Shopping Experience by Age Group
    • Online Cosmetics Shopping Motivations
    • Cosmetics Shopping Experience in the Past Six Months
    • Reasons Customers Dislike to Buy Cosmetics Online
    • Reasons Customers Like to Buy Cosmetics Online
  • Cosmetic Shopping Behavior: Skin Care Products
    • Online Shopping Preference by Category: Skin Care Products
    • Top 20 Skin Care Brands Customers Like to Buy Online
    • Top 10 Toner Brands Customers Like to Buy Online
    • Top 10 Face Lotions/Creams Customers Like to Buy Online
    • Top 10 Face Serum/Essential Oil Brands Customers Like to Buy Online
    • Top 10 Eye Cream/Serum Brands Customers Like to Buy Online
    • Top 10 Facial/Eye/Lip Mask Brands Customers Like to Buy Online
    • Platforms to Buy Skin Care Products Online
  • Cosmetic Shopping Behavior: Makeup Products
    • Online Shopping Preference by Category: Makeup Products
    • Top 20 Makeup Brands Customers Like to Buy Online
    • Top 10 Foundation/Concealer Brands Customers Like to Buy Online
    • Top 10 Makeup Base/Sunscreen Brands Customers Like to Buy Online
    • Blush and Contouring Brands Customers Like to Buy Online
    • Lipstick and Lip Makeup Brands Customers Like to Buy Online
    • Eye Makeup Brands Customers Like to Buy Online
    • Eyebrow Makeup Brands Customers Like to Buy Online
    • Pressed/Loose Powder Brands Customers Like to Buy Online
    • Platforms to Buy Makeup Online
  • Cosmetic Shopping Behavior: Washes and Cleansers
    • Online Shopping Preference by Category: Washes and Cleansers
    • Top 20 Face Washing and Cleansing Brands Customers Like to Buy Online
    • Face Wash Brands Customers Like to Buy Online
    • Face Cleanser Brands Customers Like to Buy Online
    • Eye and Lip Makeup Remove Brands Customers Like to Buy Online
    • Platforms to Buy Washes and Cleansers Online

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