Snapshot of Consumer Behaviors of May 2021-EOLiSurvey (EN)

Eastern Online Consumer Research Group
Eastern Online Co., Ltd. | 7F, No.306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City
of TW Consumer Behaviors of May. 2021
Snapshot
1. Research, Analysis and Interpretation of Consumer Data of May 2021
• 50% of consumers implement environmental protection methods.
• Consumers over 40 y/o are proactively engaging in environmental protection.
• Low level of discussion on corporate public interest behavior.
2. Bestsellers in the Body Wash of Apr. 2021 – POYA & Carrefour
• Analysis for the bestsellers in body wash of two major markets in Taiwan – POYA and Carrefour.
• 4 key findings: Fragrance, Affordable, Famous, Korea.
• Body wash marketing channel customer profile.
3. Tracking Survey to Consumer Behaviors
• YouTubers's Influence on Consumers' Mind Share
• Consumers' Hot Topics in May
• Survey for the usage rate of new consumer behavior
Released on June 15, 2021

Agenda
1. Research, Analysis and Interpretation of Consumer Data of May 2021
• 50% of consumers implement environmental protection methods.
• Consumers over 40 y/o are proactively engaging in environmental protection.
• Low level of discussion on corporate public interest behavior.
2. Bestsellers in the Body Wash of Apr. 2021 – POYA & Carrefour
• Analysis for the bestsellers in body wash of two major markets in Taiwan – POYA and Carrefour.
• 4 key findings: Fragrance, Affordable, Famous, Korea.
• Body wash marketing channel customer profile.
3. Tracking Survey to Consumer Behaviors
• YouTuber's Influence on Consumers' Mind Share
• Consumers' Hot Topics in April
• Survey for the usage rate of new consumer behavior
2
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted May 2021)
*The survey conduct period is in early May, before the second level of pandemic alert. © Eastern Online Co., Ltd.

EOL Group/Marketing Department
Eastern Online Co., Ltd. | 7F, No.306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City
1. Research, Analysis and
Interpretation of Consumer
Data of May 2021

Consumer Data 1: High Level of Initiative Environmental Action,
Less than 20% of Green Consumption
• Environmental protection is a common initiative, but the willingness to purchase environmental protection products
and active communication of environmental protection issues are still low.
• Start from life: More than 70% of consumers will do recycling and bring their own shopping bags.
• Save for the drought：nearly 60% of consumers will reduce water waste, while also saving electricity and fuel; and nearly
50% will also reduce unnecessary packaging.
• Green consumption needs to be improved: compared to the high support of environmental protection action, the
green consumption that needs to be paid makes people reluctant to take a step forward.
4
71% 69%
57% 57%
47%
17% 13% 12% 8%
1% 5%
Do
recycling
Use own
shopping bags
Reduce
the waste
of water
Save electricity
and fuel
actions
Reduce
unnecessary
packaging
Purchase of
green products
(electric car
energy-
efficient
appliance)
Buy
environmental
friendly
products
Communicate
to others
of
environmental
issues
Donate to
environmental
groups
Others None of above
Increased Environmental Actions in the Past Six Months (%)
Initiative Environmental Action
Green
Consumption
Green Concept
Communication

Consumer Data 2: Enterprises Should Strengthen
Interaction With Consumers in Order to be Relatable
• Enterprises should strengthen the interaction with consumers in the field of environmental action practices to gain
support and be relatable.
• 11% Of Consumers Actively Bring Up the Environmental Issues：Whether it's climate change or resource conservation,
consumers do a lot, but don't say much about them.
• Only 3% Talked About Corporate Philanthropy：Many companies have been practicing CSR for a long time, and in recent
years it has extended to ESG (environmental protection, social care, and corporate governance) issues, and they are adjusting
their implementation strategies and approaches. However, for the public, corporate social responsibility is seldom a topic
of conversation and actively discussed.
5
11% 3%
Environmental
Issues
Corporate
Philanthropy

Consumer Data 3: Consumers over 40 y/o are proactively
engaging in environmental protection
• At present, middle-aged consumers over 40 years of age are autonomous, have a higher willingness to consume and
take the initiative to spread the importance of environmental protection.
• Environmental protection is not a trendy topic, middle-aged people are more active in practice: From the different age
groups, people over 40 years old are in the top two in all environmental behaviors. Even in terms of water conservation, the 40
generation is higher than the average of 10%, presumably better understanding the pain of lack of water resources in
maintaining the quality of life of their families.
6
71% 69%
57% 57%
47%
Do recycling Use own
shopping
bags
Reduce water
waste
Save
electricity and
fuel actions
Reduce
unnecessary
packaging
Initiative Environmental Behavior
(by age group, %)
20 30 40 50 Overall
14.3%
11%
Environmental protection
Talking about environmental
issues actively (by age group, %)
20 30 40 50 Overall
50
© Eastern Online Co., Ltd.

Suggestion for Marketing of this Month
• Environmental Action Becomes A Routine, But Not A Trendy Topic: Environmental
initiative behavior has become common sense. 70% of consumers will recycle resources, while more than 60% will pay
attention to water waste issues. But only about 10% of consumers are willing to purchase green consumption, and only 10% of
consumers will discuss the environmental issues. Lastly, corporate philanthropy activity is not a concerning topic.
[Suggestion]
1. As Environmental Protection Has Become A Routine, Green Consumption is Expected to be
Enhanced: Consumers have put environmental consciousness into practice in their daily life. In addition to
government regulations, it is also a long-term citizen manner of Taiwanese people, and the most active consumers are
those who over 40 years old. To increase the willingness of green consumption, it is recommended to make contact
and communicate with this group of age.
2. Low Level of Discussion on Corporate Philanthropy: In the meantime, it is also an important issue for
companies to invest in public welfare activities and practice ESG. However, there is not much discussion on either
environmental protection or corporate public philanthropy among the consumers. It is worthwhile for companies to
think about how to make public welfare a topic of discussion among consumers after implementing activities and
media exposure, to create a widespread discussion.
7

Big Data - E-invoice Analysis
2. Bestsellers in Body Wash
of April 2021
In POYA & Carrefour

Top 5 of the Bestseller in Body Wash of POYA, Apr. 2021
$164
Price
average $305
$135 $231 $150
Benefits Exfoliation,
Fragrance,
Bath Usage
Moisturizing
Sales
proportion
U.S
England
Brand of
Country
Japan Korea
Taiwan
Perfume,
Moisturizing
Fragrance,
Moisturizing
Moisturizing
9
<Photo Credit: Screenshot Courtesy of the Brand Websites.>
Source: EOL E-invoice Database. Apr. 2021
Note: The body wash sets, giveaways and favorable-priced products
are excluded.

Top 5 of the Bestseller in Body Wash of Carrefour, Apr. 2021
$152 $128 $124 $160 $124
Taiwan Japan
England
Taiwan U.S
10
Fragrance,
Moisturizing
Moisturizing Moisturizing Perfume,
Moisturizing
Fragrance,
Moisturizing
Price
average
Benefits
Sales
proportion
Brand of
Country <Photo Credit: Screenshot Courtesy of the Brand Websites.>
Source: EOL E-invoice Database. Apr. 2021
Note: The body wash sets, giveaways and favorable-priced products
are excluded.

PONPON and Dove, with the history of more than 40 years, are
still the regular winners on the bestselling list, taking the first
and third places respectively at Carrefour. PONPON continues
to innovate in the daily necessities market, making
breakthrough and innovation of product ingredients, and is still
able to hold its position in the market in the competition of
imported products. In recent years, Dove's new products have
been winning consumers 'favor for the experience of freshness
and moisturization.
Body Wash Market Observation
1. Fragrance Body Wash Are Popular Among Consumers 2. Affordable and Evergreen Brand of Choice, Biore
Farcent Perfume Amino Acid Body Wash, with exclusive
discounts for POYA members, topped the sales
rankings in April, and was also ranked 4th in Carrefour.
The brand is famous for its fragrances, and the bath
series features an eye-catching "diamond" packaging,
while the products contain skin care ingredients,
making them very competitive in the body care market,
and therefore achieving excellent sales results.
Through the top 5 of the bestsellers in the body wash of POYA and Carrefour, EOL finds some clues from the body
wash marketing and lists 4 major key points as follows.
3. Household Brands - PONPON & Dove is Standing Firm 4. Bestseller from Korea - ON THE BODY
<Photo Credit: Screenshot Courtesy of the Brand Websites.>
ON THE BODY is one of the daily necessities brands
under LG Life Health in Korea, and its SPA effect body
wash is said to be the first bottle of bathing products
with precious Dead Sea salt. It has become popular
due to the endorsement of Korean stars in 2019,
especially among office workers and young women
because of its fragrance and multifunctional functions
such as massage and bathing.
Kao's evergreen brand, a 130-year-old Japanese
detergent specialist, has been selling well in the
body wash market for many years, focusing on
natural floral fragrance and moisturizing benefits,
plus the brand's relatively affordable price, made it
popular among consumers of different groups.
11

Body Wash Marketing Channel
Customer Profile
Body Wash Buyers
On the whole, the majority of body wash buyers are
women, and most of those who would buy body wash from
hypermarket are 35-44 years old, while cosmetic store
buyers are mainly young people aged 25-29.
The proportion of hypermarket buyers who are married is
as high as 80%, while the proportion of cosmetic store
buyers who are unmarried is also more than half (54%).
Hypermarket buyers are mainly aged 40-
44, while cosmetic store buyers are mainly
aged 25-29.
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
13-14
15-19
20-24
25-29
30-34
35-39
40-44
45-49
50-54
55-59
60-64
Hypermarket (N=424)
Cosmetic Store (N=216)
80%
Hypermarket (N=424)
Unmarried
Married
Married
Single
Hypermarket buyers are mainly married,
while cosmetic store buyers are mainly
unmarried.
54%
Unmarried
Married
Married
Single
Hypermarket Buyer:
Mostly Mature Women
Cosmetic Store Buyer:
Mostly Young Unmarried Women
0%
20%
40%
60%
80%
Men Women
Hypermarket (N=424)
Both Hypermarket buyers and Cosmetic
Store buyers are mainly women.
Source: EOL E-ICP Database. House survey during
2020.
12

Body Wash
Purchase Decision Factors
Among Hypermarket Buyers, "Famous Brand" and
"Cleaning Effect" are the most important factors to
consider when choosing a body wash, accounting for more
than 40% (43.9%) of consumers tend to buy trusty old
brands, such as PONPON and Dove, which have the
market reputation and meet the basic demands of the
group.
Among Cosmetic Store Buyers, in addition to considering
the basic cleansing effect of the products, 42% of the
consumers in this channel will put their emphasis more on
"Fragrance" than "Famous Brand", and this group cares
more about "Moisturizing", which is almost 7% higher than
that of the hypermarket buyers.
Hypermarket Buyers:
Prefer the evergreen Brands
Cosmetic Store Buyers:
Prefer the Fragrance and Moisture Effect
43.9% 43.9%
37.0%
32.1% 28.3%
0%
10%
20%
30%
40%
50%
Famous
Brand
Cleaning
Effect
Fragrance Nice Brand
Image
Moisturizing
Hypermarket (N=424)
Top 5 Factors of Hypermarket Buyers:
Famous Brand at the Top
46%
42% 38% 35%
20%
0%
10%
20%
30%
40%
50%
Cleaning
Effect
Fragrance Famous
Brand
Moisturizing Nice Brand
Image
Top 5 Factors of Cosmetic Store Buyers:
Fragrance is of the Essence
Consideration
Factors of
Body Wash
Purchase
13
Source: EOL E-ICP Database. House survey
during 2020.

[ Big Data: E-Invoice ] in Mandarin
Post Level 3 Alert Retail Conditions and Hot-
Selling Items Analysis
[ Consumer Behavior ]
The Fifth COVID-19 Market Survey TW Consumer
Behavior in English & Japanese
The EOL Consumer Research Group continues to explore the
impact of COVID-19 on the market. This survey focuses on
consumer behavior, post-alert retail conditions, and hot-
selling items in order to provide market observations and
marketing suggestions.
Download Link of the Reports is as Follow:
The Fifth
COVID-19
Market Survey
TW Consumer
Behavior
Report

3. Tracking Survey to
Consumer Behaviors
Eastern Online Consumer Research Group / Marketing Department
7F, No. 306, Sec. 4, Xinyi Rd., Da-an Dist., Taipei City

Mind Shares Obtained by
Top 5 YouTubers in May 2021
16
# 1 --
# 2
# 3
# 4
# 5 10 up
1 up
1 down
--

Mind Shares Obtained by YouTubers
Rank Mar 2021 May 2021
Changes of Ranking since the
Survey in Mar. 2021 (Adopting
the Same Research Method)
1 Muyao 4 Super Playing Muyao 4 Super Playing --
2 Chien’s Eating Chien’s Eating --
3 Aga Tsai TGOP ▲ 1
4 TGOP Aga Tsai ▼ 1
5 Eye Central Television Aga Tsai Life ▲ 10
6 Hailey Potter King ▲ 15
7 Catino Crazy News Catino Crazy News --
8 Ku's dream Fumeancats ▲ 6
9 Korea jin zhen gu NSFW ▲ 1
10 NSFW Jesse Tang ▲ 12
11 Joeman 77sevenboss ▲ 7
12 chuchushoeTW Korea jin zhen gu ▼ 3
13 BAICHI PRINCESS Ku's dream ▼ 5
14 Fumeancats Joeman ▼ 3
15 Aga Tsai Life Eye Central Television ▼ 10
In addition to the number of subscribers and the video views, the monthly consumer heart shares obtained could also reflect the
difference in influence between YouTubers. The following are a table of YouTuber channels that consumers have actually (and most
frequently) watched (i.e. channels which could be clearly identified by consumers) in the past month, which serve as the reference for
mind shares obtained by each listed channel.
17

Hot Topics Among Consumers in May
Whether it’s in person, via text message, or sharing on social media platforms, what topics did consumers
proactively share with friends in May?
18
48%
Food
and
Dining
33%
47%
Investment
and
Financial
Manage-
ment
24%
Movies
and
Entertain
-ment
26%
International
Issues
23%
Economy
19%
Reward
Points
Collecting
Scheme
21%
Skin
Care
Shopping
and
Discount

Utilization Survey to New Consumer Behaviors
58%
Online Payment
Trying out cleaning products
of unfamiliar brands(27%)，
I would like to try it out even
having never heard of it before
(14%)
19%
Purposeful diet control
behaviors
26%
Posting IG Stories
Of all the respondents aged 20 to 59, what were the levels of utilization of various consumer behaviors in the past
month?
Others
Accessing LINE
Shopping Group
Accessing
Delivery App
Uploading Videos
to TikTok
Going to Gyms
Having Micro-
cosmetic Surgery
No
Change
19
No
Change
No
Change
No
Change
No
Change
No
Change
No
Change
3%
No
Change
4%

EOL Group is the largest local market research agency in Taiwan, and has EOL iSURVEY, EOLembrain, and EOL
social as its affiliates.
Starting from Taiwan, the scope of EOL’s customer service covers the whole Asia-Pacific region, which allows us to
provides clients with the most complete and market-insightful solutions, analysis of the consumer’s daily life
context for understanding and planning the consumption trends, and serve as the leading brand of Chinese
consumption trends.
Company in
Mainland China
Companies in Taiwan

EOL Consumer Research Team (EOL iSURVEY)
1000M
200,000
Members
30 Years
50,000
Households
400
Participants
200
Institutions
E-ICP
Taiwan Consumption
Demands Research
Research to changes of
consumption trends, values
and lifestyles
Big Data Research
Research on sales using
data of issued invoices
Research on preference of
telecom consumption
Research on word-of-
mouth among communities
iSurvey
Solid, fast and precise
identification of
registered members
Trend
Seminar
Annual Trend Seminar
21

Visions and Market Insights of
EOL Consumer Research Team
Market Analysis
Allow you to
comprehend the scale,
profitability and annual
growth of the market you
plan to enter
Competition
Overview
Allow you to
comprehend the number
of competitors and their
competitiveness, and
• market shares,
• channels distribution,
• product lines
Consumption
Preferences
and Behaviors
Allow you to
comprehend the
consumption behaviors
and characteristics, the
annual changes, as well
as the consumer
psychology and
demands
Strategies for
Market Entry
Offer you the
optimum
approaches to enter
the target market
22

Integrated
Platform
Teams and Experts
from Diverse Fields
Precise Marketing
Proposals
E-ICP Marketing Database
The Online Survey Database with
180,000 Registered Members
Offline Qualitative and Quantitative
Survey
Teams with Advertisement and Industrial
Experience composed of Experts from fields
including:
1. Trend Study 2. Communication
3. Brand Marketing
4. Consumer Behaviors
The presentation of the research results
can offer effective and feasible strategic
proposals.
The integrated marketing and
communication service could be offered
using resources of the Group
E-ICP Marketing Database
E-ICP System
E-ICP e-Yearbook
Research Report on Top 10 Lifestyles in Taiwan
Trend Report on Elders
Project Research
Qualitative
Focus Group Interview
One-on-one In-depth
Interview
Quantitative (online & offline)
Online Survey/Telephone
Interview/Interview at Households
Central Location Test (CLT)
Integrated Big Data Analysis Services
Database for Sales Volumes from all Channels
EOL Social Viewing and Listening System
Modeling of Prediction Model for Consumer Purchase Behaviors
Trend Reports
Customized reports
Workshop for Creation of Business
Opportunities
Consultancy Service for Brands and Trends
Advantages
Services
Advantages and Services of
23

Three Major Features of
Consumers Database
Annual Data of Consumers’ Behaviors
Sampling from Taiwan domestic market and
questionnaires are completed at households
Database of Sales with Issued Invoices
Analysis to sales of daily necessities produces
around one hundred million pieces of data
annually
Social Listening Database
Public opinions on the Internet are collected for
determination of development of future trends
1 2 Project Research
Professional Research Team with Decent
Qualitative and Quantitative Methodology
The solution integrating proposals offered by
experts from diverse fields is offered to clients for
1. Brand Positioning/Brand Power
2. Pricing Strategies/Channel
Competitions/Promotion Methods
3. Development of Products/Services
Big Data Analysis
Integration/Conversion of Values of Data
Fusion of data can integrate the whole picture
of daily life
Unstructured data is converted into structured
one and available for analysis
The features of data are presented in the
visualized approach to speed-up the decision-
making progress
3
24

Thank You
Do not cite, distribute, reprint, copy, and/or reproduce any and/or all parts of the
data and/or figures in this Document without prior consent of EOL
PR: +886-2-2706-4865
Marketing Manager Joce Yang #816
【Contacts for Business Cooperation】---------------------------------------------------
VGM Amanda Li #806 Email：amanda@isurvey.com.tw
Director Tina Peng #809 Email：tina@isurvey.com.tw
Eastern Online Co., Ltd.，7F., No. 306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City, Taiwan

Snapshot of Consumer Behaviors of May 2021-EOLiSurvey (EN)

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