of TW Consumer Behaviors of April 2022
Snapshot
Released on May. 6, 2022
Eastern Online Consumer Research Group
Eastern Online Co., Ltd. | 7F, No.306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City
1. Consumers’ Awareness & Acceptance to Green Trend in Food and Ingredients
2. Tracking Survey to Consuming Behaviours
• Utilization survey to new consumer behaviours
• Rankings of hot topic types among consumers
• Rankings of mindshare of YouTubers

Agenda
2
1. Consumers’ Awareness & Acceptance to Green Trend in Food and
Ingredients
2. Tracking Survey to Consuming Behaviours
• Utilization survey to new consumer behaviours
• Rankings of hot topic types among consumers
• Rankings of mindshare of YouTubers
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Apr. 2022) © Eastern Online Co., Ltd.

Consumers’ Awareness &
Acceptance to Green Trend
in Food and Ingredients
PART １
EOL Group/Marketing Department
Eastern Online Co., Ltd., 7F, No. 306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City

• Over 80% of consumers have heard about soy milk and oat milk: In recent years, oat milk has entered the market from the organic food
store, small cafés to the convenience stores as the replacement for milk. Till now, many consumers’ awareness of oat milk is almost equal
to that of the local-popular drinks-- soy milk(>80%) and even 60% of consumers have tried the oat milk before.
• Many chain restaurants and convenience stores offer more Vegetarian food. And chain cafés and convenience stores are also applying
milk from small farm. The campaigns contribute 60% of awareness.
• New emerging names or terms are lack of connection: Comparing the awareness and acceptance of plant-based milk to that of other
drinks, it can be realized that consumers think no direct connections. For example, more consumers have heard of oat milk than plant-based
milk; or more consumers have tried almond milk than plant-based milk. Therefore, it is suggested that the benefits of different plant-
based drinks products could be presented to consumers when each brand is marketing its products.
1. The awareness of oat milk is almost equal to that
of soy milk
4
84%
81%
60%
60% 58%
54%
51% 50%
44% 44%
36%
33%
30%
9% 8%
76%
61%
20%
34% 35% 29% 25% 29%
19%
11% 10% 10% 5% 3% 1%
Green Trend in Food- Awareness and Acceptance
have heard it(N=1,000) have tried it (N=1,000)
Soy
milk
Oat
milk
Plant-
based
milk
Vegetarian
restaurant
Milk from
small farm
Meat
substitute
Almond
milk
Brown
rice
milk
Crops from
Small Farm
Plant-
based
meat
Hazelnut
milk
Walnut
milk
Future
meat
Omni
Pork
Pea
milk
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Apr. 2022) © Eastern Online Co., Ltd.

• Seize the opportunity to catch consumers’ curiosity for trying new things : For consumers in Taiwan who have a high acceptance of
foreign food, the main reason for trying the products related to the green trend in food is curiosity for trying new things. The curiosity of
consumers and the concept of health will be the two main points to bring business opportunities.
• Focus on health and nutrition in the future: After passing the time with curiosity, the reason that makes consumers continue to buy or
be willing to try the products will be the consideration of health and the nutritional value. Therefore, making health proposals for consumers
or analyzing the pros and cons for consumers according to different food requirements may increase the acceptance of the products.
• Make the word “green” and “health” count: As the acceptance of the products keeps increasing, the products with the saying
characteristic of “healthy”, “nutritious” and “environmentally friendly” will face more challenges. For example, do the products really benefit
health? Or do the products really help consumers protect the environment? Such kinds of questions will be the challenges in marketing in
the future.
43% 42%
25%
25%
15% 14% 14%
11% 8% 7%
7% 5% 5% 3% 3% 2%
5%
0
33% 38%
20%
25%
20%
13%
12%
12%
5% 6%
9%
3%
11%
7%
4% 3% 2%
11%
Green Trend in Food- Reasons for Acceptance
Reasons for having it now (n=945) Continue to have/ may try it in the future (N=1,000)
2. Curiosity and health push the green trend in food
Nutrition will be the next main point for this trend
5
Haven’t
tried it
before
For
health
Texture
& taste
Nutritional
values
meet
the
requirement
Environ-
mentally
friendly
Have
more
fiber
Popular Low
fat
I have
lactose
intoler-
ance
Accomp-
anied
drinks
Reduce
allergies
Family
member
get
used to
it
Animal
rights
Taste
better
than
the
real
meat/
milk
Have
longer
expiration
date
Religion Others None
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Apr. 2022) © Eastern Online Co., Ltd.

• Analyzing the awareness of the green ingredients from the aspects of gender, age, and region, no matter what type of the product it is,
women have the highest awareness. Especially, the number of women who have heard of milk from smallholder farm is 10% more than that
of other consumers who have heard of milk from smallholder farm. Having a comparing women’s conditions of marriage and descendants,
women with no child have a much higher awareness of plant-based meat/milk, vegetarian restaurants, and milk from smallholder farm than
others..
3. Women have interest in green ingredients, and will
lead the green trend in food
6
84% 81%
60% 60% 58% 54% 51% 50%
44% 44%
36% 33% 30%
9% 8% 1.7%
89% 87%
66% 67% 69%
59% 55% 51% 51% 48%
41% 39% 34%
11% 8%
1.6%
Soy
milk
Oat
milk
Plant-based
milk
Vegetarian
restaurant
Milk
from
Small
Farm
Meat
substitute
Almond
milk
Brown
rice
milk
Crops
from
Small
Farm
Plant-based
meat
Hazelnut
milk
Walnut
milk
Beyond
meat
OmniPork
Pea
milk
None
of
above
Green Trend in Food- Awareness (Female)
All (N=1,000) Female (n=500)
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Apr. 2022) © Eastern Online Co., Ltd.

• And other special parts of population statistics include: the number of 40-year-old people who have heard of and have acceptance to oat
milk is 5% more than that of other people; the number of 50-year-old people who have heard of and have acceptance to vegetarian
restaurants is 5% more than that of other people. However, there is not much difference in different regions in Taiwan.
3. Women have interest in green ingredients, and will
lead the green trend in food (contd.)
7
44%
60% 60% 58%
44%
53% 66% 66% 69% 47%
39% 66% 69% 69% 55%
Plant-based meat Plant-based milk Vegetarian restaurant Milk from smallholder
farm
Crops from small farm
Green Trend in Food- Awareness (Female Marital Status)
All Single (n=261) Married (n=208)
44%
60% 60% 58%
44%
53%
68% 68% 70%
50%
39%
63% 66% 66%
53%
Plant-based meat Plant-based milk Vegetarian restaurant Milk from smallholder
farm
Crops from small farm
Green Trend in Food- Awareness (Female With Kids)
All Without kids (n=308) With kids (n=192)
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Apr. 2022) © Eastern Online Co., Ltd.

• Among consumers with different dietary habits or preferences, 10% more of the consumers who are gluten-free seekers, ovo-lacto
vegetarians, or low GI likers have heard of the plant-based meat/ milk, vegetarian restaurants, and words related to the small
farms, comparing with all the consumers.
4. Gluten-free seekers, ovo-lacto vegetarians, or low
GI likers have a higher interest in plant-based meat/ milk
8
*The survey focuses on consumers who get used to having meals with vegetables, without meat, without red meat, with low GI ingredients, with gluten-free diet, with high proteins, with low carb diets,
with low fat, with Ketogenic Diet, with ovo-lacto free diet, without eggs, without milk, with organic food at least a few meals a week.
**It has not to be verified by statistics, and therefore, the difference in statistics in the comparison with all consumers is the reference only.
0%
20%
40%
60%
80%
Plant-based
meat
Plant-based
milk
Vegetarian
restaurant**
Milk from
small farm
Crops from
small farm
gluten-free seeker (n=53)
0%
20%
40%
60%
80%
Plant-based
meat
Plant-based
milk
Vegetarian
restaurant**
Milk from
small farm**
Crops from
small farm
ovo-lacto vegetarian(n=164)
0%
20%
40%
60%
80%
Plant-based
meat
Plant-based
milk**
Vegetarian
restaurant**
Milk from
small farm
Crops from
small farm
low GI liker(n=167)
Percentage of Consumer with special dietary habits heard of 5 main words
related to green food
All Consumer with special dietary habits
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Apr. 2022) © Eastern Online Co., Ltd.

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

Utilization Survey to New Consumer Behaviors
60%
Online Payment
Trying out cleaning
products of unfamiliar
brands(22%)，
I would like to try it out
even having never
heard of it before (9%)
16%
Purposeful diet control
behaviors
25%
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
Having Micro-cosmetic
Surgery
No
Change
10
Accessing
Delivery App
Going to Gyms
Accessing LINE
Shopping Group
No
Change
No
Change
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Apr. 2022) © Eastern Online Co., Ltd.
No
Change
No
Change
3%
2%
No
Change
No
Change

Hot Topics Among Consumers in Apr. 2022
11
35%
Shopping
and
Discount
29%
Entertai-
nment
50%
Food
and
Dining
40%
Investm-
ent
20%
Cooking
34%
Internat-
ional
Enviro-
nment
20%
Economy
21%
CVS
Point
Collecti-
on
p
Whether it’s in person, via text message, or sharing on social media platforms, what topics did consumers proactively share with friends in
April?
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Apr. 2022) © Eastern Online Co., Ltd.

Mind Share Obtained by
Top 5 YouTubers in Apr. 2022
© 東方線上股份有限公司
12
# 4
# 5
# 3
# 1
# 2
2 UP
2 DOWN
2 DOWN
2 UP
--
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Apr. 2022) © Eastern Online Co., Ltd.

Mind Shares Obtained by YouTubers
Rank MAR 2022 APRIL 2022
1 Chien’s Eating Muyao 4 Super Playing ▲2
2 77sevenboss Aga Tsai ▲2
3 Muyao 4 Super Playing Chien’s Eating ▼2
4 Aga Tsai 77sevenboss ▼2
5 TGOP TGOP - -
6 Koreajinzhengu Catino Crazy News ▲5
7 Joeman HOOK ▲2
8 Aga Tsai Life Ku's dream ▲2
9 HOOK Aga Tsai Life ▼1
10 Ku's dream Joeman ▼3
11 Catino Crazy News Taiwan Talent Show ▲2
12 Jesse Tang Koreajinzhengu ▼6
13 Taiwan Talent Show Jesse Tang ▼1
14 kiki_ Ray Du ▲11
15 Potter King Sanyuan_JAPAN ▲9
13
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Apr. 2022) © Eastern Online Co., Ltd.
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.

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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.
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Mainland China
Companies in Taiwan

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Members
34 Years
55,000
Households
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Participants
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Overview
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and their competitiveness,
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Preferences
and Behaviors
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Three Major Features of
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Marketing Manager Joce Yang #816
Amanda Li / VGM
Eastern Online Co., Ltd.，7F., No. 306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City, Taiwan
#806 Email：amanda@isurvey.com.tw
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