Worldpanel：2026台湾民生消费十大趋势报告（繁体版）（18页）.pdf

1、2026 Outlook:10 Key FMCG Trends in Taiwan2026 台灣民生消費十大趨勢序言與致謝邁入2026 年，儘管全球經濟環境依然充滿不確定性，台灣整體零售成長動能趨緩，民生快速消費品（FMCG）市場仍展現出高度韌性。市場的穩健成長不僅來自消費者選擇的轉變，更反映著多項結構性變化形塑市場走向例如家庭型態的變遷、購物行為與通路偏好的轉換，以及居家消費、健康與美妝等品類高端化與精緻化的發展趨勢。在市場樣貌日益多元且複雜的背景下，品牌成長的關鍵在於，製造商能否透過真正理解消費者重視的價值來招募客群，把握正在崛起的消費動態，並將這些洞察與實際購買與使用行為相互連結。未來的

2、成功，將取決於企業是否能辨識高度碎片化的需求，觸及更廣泛的消費族群與多元的購買和使用情境，並將洞察轉化為更精準、具執行力的品牌與通路策略。本報告結合長期消費者購買數據與行為洞察，歸納2026 年台灣FMCG 市場十大關鍵趨勢，期望協助產業領導者在高度複雜的市場環境中，做出更具前瞻性的策略判斷，強化決策基礎，並為未來一年可持續性的成長布局開創更多機會。在本次研究中，特別邀請凱絡媒體（Carat）擔任媒體夥伴，從專業媒體視角出發，分享其對消費趨勢與市場變化的觀察與洞見。透過媒體觀點的補充，本報告得以串聯消費數據與產業脈絡，呈現更立體且全面的市場解析，在此謹致上誠摯的感謝。序言與致謝As Taiwa

3、n enters 2026,the fast-moving consumer goods(FMCG)market continues to demonstrate strong resilience amid ongoing global economic uncertainty and a slowdown in overall retail growth in Taiwan.This resilience reflects not only shifts in consumer choice,but also deeper structural changes reshaping the

4、market including evolving household compositions,changing shopping behaviours and channel preferences,and the continued premiumisation and sophistication of in-home consumption,health,and beauty categories.As the market landscape becomes more multifaceted,growth comes from manufacturersability to at

5、tract more buyers by understanding what matters to them,emerging consumer dynamics and how this translates into behaviour.Success will depend on the ability to identify increasingly fragmented consumer needs,Marie-Anne Lezoraine Managing Director,Worldpanel,Taiwancapture a broader range of shoppers,

6、purchase and usage occasions,and translate insights into more precise brand and channel strategies.Drawing on continuous consumer purchase data and behavioural insights,this report outlines the ten key FMCG trends shaping Taiwan in 2026.These findings aim to support industry leaders in navigating ma