In Taiwan, the generational differences of consumer groups reveal a great deal not only about their lifestyle but also about their preferences and spending habits. Companies need to properly adjust their products and marketing approaches to fit the demand and increase their chances of success in the market.
Spirits Consumer Groups in Taiwan
The Social Experience Seekers
This the youngest group, composed of consumers under the Generation Z (20 years old and below). Called the trendy drinkers, they are always the first to try new products in the market and are usually drawn to those with attractive designs and packaging. Compared to other consumer groups, the Gen Z is more likely to be influenced by advertisements and make impulsive purchases.
For the Social Experience Seekers, drinking alcohol has a social context. They love sipping spirits when hanging out with friends, during parties or any social gatherings. Most of them drink to relax and unwind after a long day. Young and curious, this group likes to experiment with different flavors and combinations. They are attracted to brands that reflect who they are and the things they like.
The Cultured Connoisseurs
These are the state’s Millennials (21 to 34 years old) with an extensive interest in alcohol, always keen to show off their knowledge to others. Sociable and with money at their disposal, they are often in search of something exotic or new to explore. They love to consume booze when out having dinner with friends. These young consumers are also known for investing on expensive products that they feel are worth the value.
The Cultured Connoisseurs are often described as mercurial whose brand loyalty can quickly shift. They have what is known as an experiential lifestyle environment. Since they are better educated and more digitally savvy, they require a high level of investment to make them stick to a specific product. Brands must prove their authenticity and relevance to be patronized by this group.
The Easy-Going Bon Vivants
These consumers are at the most stable stage of their lives, working full time and often with families of their own – Taiwan’s Generation X (35 to 49 years old). Their reasonable income allows them to enjoy life and indulge in things that make them happy. They see alcohol as a large part of their everyday lives, a luxurious hobby that speaks of their sophisticated choice and taste. Whether relaxing alone or with friends, these drinkers find joy in sipping spirits after a hard day’s work.
The Easy-Going Bon Vivants are the most mature and educated consumers of the state. They fully understand the importance of value in a product and are more likely to stay loyal to a specific brand. This group is nostalgic and place a high priority on factors like quality, value for money and enjoyment. They are also keen social media users and online shoppers.
The Shrewd Traditionalists
The oldest among the consumer groups, this is composed of Taiwan’s Baby Boomers (50 to 64 years old) and Silent Generation (65 and up). They tend to abstain from trying new products and are often associated with long-established spirits such as brandy, cognac and whiskies. While they enjoy drinking booze one in a while, they mainly do it during special occasions.
With considerable savings, pensions and investments, these older consumers have greater spending power compared to other groups. They spend more money on products and services that enrich their life experiences. The Shrewd Traditionalists, however, are also money savvy and can be quite price-conscious in their purchases.
Closing Thoughts on Types of Spirits Consumer in Taiwan
While Taiwan may not have a huge tradition of spirits consumption, more and more consumers have embraced a wider variety of booze in recent years. Companies have learned to cater to the drinkers’ evolving tastes and adjust their marketing approaches to fit the consumer groups in the market. In future articles, we will discuss how to appeal to each group effectively.