Snapshot of consumer behaviors of Aug 2021 eo l i-survey (en)

of TW Consumer Behaviors of July 2021
Snapshot
Released on Aug 5, 2021
Eastern Online Consumer Research Group
Eastern Online Co., Ltd. | 7F, No.306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City
1. Survey on Consumer Awareness and Behavioral Preferences
• Group buying on the rise
• Vaccination rate reassurance level
• Consumer preference of company market stimulation behavior
2. Tracking Survey to Consuming Behaviors
• Utilization survey to new consumer behaviors
• Hot topics among consumers in July
• You Tuber’s influence on Consumers’ Mind Share
3. Bestsellers in Canned Coffee - Analysis of E-invoice Sales Data
• Top 10 of canned coffee bestsellers in 7-Eleven
• Market observation of canned coffee
• Hot selling packaging type

Agenda
1. Survey on Consumer Awareness and Behavioral Preferences
• Group buying on the rise
• Vaccination rate reassurance level
• Consumer preference of company market stimulation behavior
2. Tracking Survey to Consuming Behaviors
• Utilization survey to new consumer behaviors
• Hot topics among consumers in July
• You Tuber’s influence on Consumers’ Mind Share
3. Bestsellers in Canned Coffee - Analysis of E-invoice Sales Data
• Top 10 of canned coffee bestsellers in 7-Eleven
• Market observation of canned coffee
• Hot selling packaging type
2
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted July 2021)
*The survey conducted in early July.

Survey on Consumer
Awareness and Behavioral
Preferences
PART 1
Eastern Online Consumer Research Group / Marketing Department
7F, No. 306, Sec. 4, Xinyi Rd., Da-an Dist., Taipei City

Consumer Data 1: Group Buying on the Rise
• Consumer shopping channels are gradually diversifying. Many consumers will join groups run by friends and relatives, Internet celebrities,
and even convenience stores to receive product information and even make direct purchases.
• More than 20% of Consumers Shop Through Groups: In early 2020, although more than 20% of users shopped through groups at one
point, the usage rate was around 16% for many months until the second half of 2020, when it continued to move towards a stable 20%.
• Group Buying Rises under the Influence of Pandemic: Compared to May, before the outbreak, when group buying fell to a new yearly
low, group buying climbed to a 19-month high during the difficult months of June and July.
4
20%
22%
19%
16% 16% 16%
15% 15%
17%
19% 18%
20%
18%
20% 19%
21%
17%
20%
23%
Jan. Feb. Mar. Apr. May. Jun. Jul. Aug. Sep. Oct. Nov. Dec. Jan. Feb. Mar. Apr. May. Jun. Jul.
2020 2021
Shop rate with Line shopping groups, including: housewives groups,
company group shopping groups, etc.
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted July 2021) © Eastern Online Co., Ltd.

Consumer Data 2: 80% of Consumers Will Feel Relieved
Until the Vaccination Rate Reaches 75%
• Only 4% of Consumers Do Not Care about Vaccination Rate: In April, before the outbreak, more than 20% of consumers were
reassuring about vaccination. After this outbreak and the importation of vaccines, consumers' awareness of vaccines has increased.
• Nearly 80% of Consumers Will Not Feel Reassured by Crowded Venues until Vaccination Rates Reach 75%: Consumers are more
concerned about vaccination, and they also have a better understanding of the coverage rate. They do not feel reassuring with a
merely 25% or 50% coverage rate.
5
1%
15%
45%
17%
22%
2%
16%
58%
19%
4%
疫
苗
施
打
達
25%
疫
苗
施
打
達
50%
疫
苗
施
打
達
75%
疫
苗
施
打
達
100%
我
現
在
已
經
很
放
心
，
疫
苗
施
打
程
度
沒
有
太
大
影
響
What is the vaccination rate that would make you feel more
reassured in a crowded environment?
2021年4月 2021年7月
Apr. 2021 Jul. 2021
25% of
Vaccination
Rate
50% of
Vaccination
Rate
75% of
Vaccination
Rate
100% of
Vaccination
Rate
I’m pretty much
reassured and
the Vaccination
Rate does not
matter

19%
35%
26%
14%
41%
10%
4%
5%
20%
12%
44%
30%
19%
46%
16%
8%
8%
20%
12%
Maintain the marketing plan to revitalize the economy
Maintain the manpower so that employees' household is unaffected
Maintain product development that meet the needs of local consumers
Businesses offer the option to prepay so that I can support brand continuity
Brands propose programs to stimulate consumption
Companies reduce marketing activities to survive the impact of outbreak
Companies cut back on staff or have them take unpaid leave
Companies reduce new product development activities
Reduce advertising messages and focus on the news of the epidemic
No matter what the companies do, they will not affect my consumer action
Corporate Behaviors that Increase Consumer Preference (Choose all that apply)
May-20
Jul-21
Consumer Data 3: Consumer Preference:
Promotional Offers, Corporate Image, Meeting Local Needs
• Consumers expect companies to be proactive in the face of the pandemic, with the highest percentage (46%) expecting
companies to offer incentives to stimulate spending and a 9% increase in the percentage expecting companies to protect the
employment of employees compared to the 2020 pandemic, reaching 44%.
• 20% of consumers wish for fewer advertising messages and companies can be concerned about the status of the pandemic as a
priority: About 16% of consumers also showing compassion and do not mind the reduction of marketing activities.
6
Q. Faced with the possible negative economic impact of the pandemic, what should brands/companies do to gain your affirmation, leave you with a better
impression, and even be willing to support with actual spending? (Multiple choice)
Passive
Active

Suggestion for Marketing of this Month
• Group Buying Rising with the Trend
[Suggestion]
Quickly Understand the Shopping Behavior of Group Buying to Adjust to the Market Channel Fragmentation: As the Internet
environment changes, consumers are increasingly shopping through various channels. Understanding the profile of the group
buying community is a priority for brands. In addition, companies should try to sell products through organized groups that can
track their effectiveness, to evaluate and initially analyze whether the group purchase is beneficial to the brand; whether it is a direct
sale or the trial of a new product, this type of recommendation and close sales link may provide a combination of consumer
promotion and consumer feedback.
• Vaccines are the key! Living under Restrictive Behavior
[Suggestion]
Predicting and Understanding of Consumer’s Alternative Lifestyle Behaviors: The marketing of brands is at different paces, but
by observing the vaccination rate of consumers and the arrival status of vaccines, we can reasonably deduce the level of consumer
reassurance in mind. On the other hand, the alternate type of consumer preference is another key point to be explored when social
distance and mobility are limited. For instance, if consumers cannot gather for a meal but still want to dine in, can you compromise
for one person? It is worthwhile to continue to explore the new dining patterns and concerns after the compromise.
• Consumers Expect Businesses to Respond to Current Situation
[Suggestion]
Provide Consumers with Thoughtful Discounts and a Sense of Stability: As the pandemic affects consumers' income status,
brands that offer timely discounts will help consumers get through the tougher times. At the same time, brands should also expose
their positive message such as not laying off employees to help build a more benevolent image in Taiwan's consumer environment
which prefers warm-hearted marketing.
7

Tracking Survey to
Consumer Behaviors
PART 2
Eastern Online Consumer Research Group / Marketing Department
7F, No. 306, Sec. 4, Xinyi Rd., Da-an Dist., Taipei City

3
No
Change
9
No
Change
3%
7%
9%
2%
2%
Utilization Survey to New Consumer Behaviors
Of all the respondents aged 20 to 59, what were the levels of utilization of various consumer behaviors in the past
month?
58%
Online Payment
Trying out cleaning products
of unfamiliar brands(25%)，
I would like to try it out even
having never heard of it before
(13%)
19%
Purposeful diet control
behaviors
25%
Posting IG Stories
Others
Accessing LINE
Shopping Group
Accessing
Delivery App
Uploading Videos to
TikTok
Having Micro-cosmetic
Surgery
No
Change
No
Change

10
44% 35%
43% 24%
28% 24% 24%
24%
Hot Topics Among Consumers in July
Whether it’s in person, via text message, or sharing on social media platforms, what topics did consumers
proactively share with friends in July?
Food
and
Dining
Investment
and
Financial
Manage-
ment
Shopping
and
Discount
Culinary Movies
and
Entertain
-ment
Economy International
Issues
Politics

11
# 1
# 2
# 3
# 4
# 5
--
down
up
down
up
Mind Shares Obtained by
Top 5 YouTubers in July 2021

Rank Apr 2021 Jul 2021
Changes of Ranking since the
Survey in Apr. 2021 (Adopting
the Same Research Method)
1 Muyao 4 Super Playing Muyao 4 Super Playing --
2 Aga Tsai Chien’s Eating ▲ 1
3 Chien’s Eating Aga Tsai ▼ 1
4 TGOP Catino Crazy News ▲ 1
5 Catino Crazy News TGOP ▼ 1
6 Hailey Eye Central Television ▲ 13
7 Jesse Tang Potter King ▲ 5
8 Ku's dream Joeman ▲ 6
9 Ray Du English Jesse Tang ▼ 2
10 Aga Tsai Life 77sevenboss ▲ 6
11 Korea jin zhen gu Ray Du English ▼ 2
12 Potter King MASA's Cuisine ABC ▲ 25
13 NSFW Rosalina's Kitchen ▲ 7
14 Joeman Aga Tsai Life ▼ 4
15 Li Ke Tai Tai Korea jin zhen gu ▼ 4
12
Mind Shares Obtained by YouTubers
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.

Bestsellers in Canned Coffee
Analysis of E-invoice Sales Data
PART 3
Eastern Online Consumer Research Group /
Eastern Online Social Listening System
Eastern Online Co., Ltd. | 7F, No.306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City

0%
5%
10%
15%
20%
25%
Mr. Brown Bernachon UCC iseLect CafePlaza Just Drink Georgia WINCOFE Le Gauche MASTER
Sales%
June 2021 Top 10 of canned coffee bestsellers in 7-Eleven:
Mr. Brown Takes the Lead
Canned Coffee Bestsellers: Evergreen Brands Mr. Brown And
Bernachon Are On The Top
Mr. Brown and Bernachon are representative brands of local
canned coffee, both of which have a history of 20 to 30 years
and are well known in the market, and consumers tend to buy
familiar brands.
14
Source: EOL E-invoice Database. Jun. 2021
Note: The giveaways and favorable-priced products are excluded.

Hot Selling Packaging Type:
Tin Can and Medium Carton are Among the Top
Tin Can
38%
PET
Bottle
21%
Carton
11%
Plastic
Bottle
14%
Tetra
5%
Plastic
Cup
6%
Glass
Bottle
5%
Packaging Type Sales %
●Packaging Type Sales: Tin can on the
top, followed up by carton and PET bottle.
●Packaging Type: Tin can in 240cc, PET bottle in 275-300cc and
carton in 400cc are the most favorable
Tin Can PET Bottle Carton
15
0%
5%
10%
15%
20%
25%
30%
35%
(Tin can)
190cc
(Tin can)
240cc
(Tin can)
320-340cc
(Plastic
Cup)
220-250cc
(Plastic
bottle)
275-300cc
(Tetra)
250-300cc
(PET
bottle)
350cc
(PET
bottle)
450-490cc
(PET
bottle)
500-550cc
(PET
bottle)
600cc
and
above
(Glass
bottle)
250cc
(Carton)
400cc
(Carton)
600cc
Sales%

June 2021 Top 5 SKU of canned coffee in 7-Eleven:
Mr. Brown Dominated the Top 3
$25
Price $25
$25 $25
Caffeine 44mg/100ml
Sales %
Uni-President
King Car
Brand King Car BIFIDO FOODS
King Car
57mg/100ml 68mg/100ml 58mg/100ml
$30
35mg/100ml
SKU
16

In recent years, canned coffee packaging has become more diverse,
with consumers no longer only having the option of tin cans, but also
more portable plastic and PET bottles to choose from. Since 2019, UCC
Aroma Brew, WIN Flash Brew, and Georgia Coffee, which are available
in PET bottles, have together accounted for 21% of the total PET bottle
sales, which can be said to be very rapid growth, and shows that
consumers nowadays are highly receptive to packaging other than
traditional tin cans.
The Four Main Business Elements
of The Canned Coffee Market
2. Diversified Packaging Preferences
iseLect, the self-owned brand of 7-ELEVEN
is at the top fifth in the bestseller list. The
competitive reason for the brand is that it
has a larger capacity than similarly priced
items and makes it a preferable choice
among consumers.
The 7-Eleven's hot-selling canned coffee and its packaging types indicate the market's sales. EOL Group has compiled the following 4 key points:
3. Made In Taiwan Evergreen Brands 4. Introduction of Georgia, a Popular Japanese Brand
Georgia Coffee was introduced to Taiwan by the Coca-Cola company at
the end of January 2021, and the brand has been the top seller in Japan
for many years. After entering the Taiwan coffee market, with the
endorsement of celebrities, and its own product characteristics, such as
the special methods to extract coffee to maintain the original taste of
freshly brewed coffee. In addition, the bottle is easy to carry and is very
popular among consumers. Although the product is not in the top five
hot sellers, it has a certain share in the overall sales of 7-ELEVEN,
ranking seventh.
1. Successful Operation of Self-owned Brand
Mr. Brown and Bernachon have been in the coffee market for many
years, and have accumulated a certain number of loyal consumers. In
addition, both brands have been awarded international certification
for their strict adherence to coffee quality. In addition, the brand has
adjusted to the changing tastes of consumers, such as low-sugar
requirements, to be more in line with their needs, and thus has been
able to maintain outstanding sales results despite the competition
from new brands entering the market over the years.
17

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
19

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
20

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
21

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
22

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

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