July 10, 2024

Industry Trends: Consumer Brand Loyalty in the Taiwanese Hot Pot Market


Taiwan Hot Pot - Mar 2024



According to the latest Taiwan's top five hot pot brand market survey by Z.com Engagement Lab, two major areas of investigation were conducted for consumers: "Purchasing Intention Survey" and "Brand Loyalty Survey".

In the purchasing intention survey, "肉多多" and "海底撈" are the most well-known brands among the top five (97%), with "海底撈" being the most preferred (63%). When asked whether they considered consuming, "海底撈" and "築間" were ranked first (77%). When asked whether they would prioritize consumption, "築間" once again received the highest support (75%).



Chart 1


In the brand loyalty survey, the highest percentage of consumers (45%) had dined at "肉多多" and "築間". When these consumers who had consumed before were asked about their willingness to revisit, "海底撈", "築間", and "新馬辣" all received the highest revisit willingness ratio of 83%.



Chart 2





Z.com Engagement Lab will continue to track the Hot Pot market of the Taiwan public and update survey data, monitoring market trends and changes in consumer demand.



Research by: Z.com Engagement Lab
Survey Date: March 7th to 14th, 2024
Methodology: Online survey
Target Group: Taiwan internet users aged over 15
Sample Size: 896
Editor: TNL Research
Review by: Tatt Chen

* Contents in this report were drafted with input from generative.ai