Global Market Surferby INTAGE Inc

[Generation Z in Asian Countries] Taiwan: Frozen Foods and Craft Beer for Gourmet Enjoyment at Home

• Release date: Aug 14, 2025
• Update date: Aug 14, 2025
• 32 Views

The Z generation in Taiwan grew up with the internet already in existence, and by the time they became aware of their surroundings, social media had become an everyday tool. Among the Z generation, various information is shared on platforms like Threads, Instagram, and YouTube, with food-related content being a particularly popular category. Among these, frozen foods that can be enjoyed at home and alcoholic beverages such as craft beer are also popular themes.

Since the pandemic, frozen foods have become increasingly popular in Taiwan. With many dual-income households and people often short on time, frozen foods that can be easily prepared by simply heating them in a microwave have become an indispensable part of daily life, with annual consumption now reaching 45 billion servings.

The global frozen food market is expected to reach $46.8 billion by 2030, and the Taiwanese market is expected to reach approximately $1.42 billion in 2023, with further growth anticipated in the future.
(Reference: https://www.gvm.com.tw/article/115806)

The expansion of the frozen food market is being driven by the presence of Generation Z. In Taiwan, where the culture of eating out is deeply rooted and restaurants and food stalls are scattered everywhere, it has been common to eat out at reasonable prices. However, in recent years, due to rising prices, even the night market cuisine that used to be enjoyed for a single coin now feels expensive. Frozen foods include both imported products and those manufactured domestically in Taiwan, and are widely available at supermarkets and convenience stores. Prices are also affordable, around 100 Taiwanese dollars (approximately 500 yen), making them convenient for daily use.

Additionally, Taiwan's Generation Z, alongside the widespread adoption of smartphones, has grown up enjoying video viewing and creation as part of their daily lives. Combined with the “enjoying at home” habit that became established during the pandemic, frozen foods that can be heated and eaten at home whenever desired align well with their lifestyle.

Data from Intage's consumer database “Global Viewer” also shows that many members of Generation Z spend their free time on indoor hobbies such as watching videos, listening to music, and playing games. Against this backdrop, it is clear that frozen foods that can be enjoyed casually at home are gaining support from Generation Z.

Intage Global Viewer  Banner: V12S3. How to spend free time (MA): Weekdays

Intage Global Viewer  Banner: V12S3. How to spend free time (MA): Weekdays

Seven-Eleven, Taiwan's largest convenience store chain, has announced that approximately 50% of frozen food purchasers are young people under the age of 35.
(Reference: https://www.knews.com.tw/news/356F61F3D984FE98CAD93D4A3A0AFB9E)

In February 2025, a frozen curry rice dish called “Naiyou Garry Jiro Fan” was launched in collaboration with Japanese curry chain CoCo Ichibanya. CoCo Ichibanya is so popular that it has over 40 stores in Taiwan, and this frozen dish attracted attention for offering authentic CoCo Ichibanya curry (priced at 89 yuan, or about 440 yen).

Seven-Eleven also offers a frozen food series called “Homeal Jiachang Meiwei,” which is characterized by its focus on taste as well as convenience for home consumption. The main target market is students, who stock up on these products in their freezers and eat them as late-night snacks.
(Reference: https://www.7-11.com.tw/company/csr/news_detail.aspx?id=418)

In addition, Taiwan's FamilyMart (全家/Chengja), which surpassed NT$30 billion in sales in 2023, is investing NT$100 million to rebuild its frozen and fresh food production lines. Under the title “冰鮮計畫 (Bingshen Jifa/Fresh Taste Frozen Food Plan),” the company is focusing on developing new products that leverage the “freshness” that only frozen foods can offer.

It has introduced four-door refrigerated shelves to more than 2,000 stores throughout Taiwan and is developing products in collaboration with well-known restaurant chains and influencers. It is targeting Generation Z to increase sales.
(Reference: https://www.foodnext.net/news/industry/paper/5234937108)

The frozen food product “Ma La Zhu Pi” was developed in collaboration with popular food YouTuber “Chen Chen.” It features a spicy flavor that pairs well with rice and alcohol, and tender pork skin, both of which have been well-received. The product has also gained popularity among Gen Z women for its convenient collagen intake, selling 300,000 bags from September 2023 to May 2024 (priced at 49 yuan, approximately 240 yen).
The collaboration video announced on Chen Chen's YouTube channel “Chen Chen Eating” has been viewed over 550,000 times as of July 2025.

Thanks to these measures, FamilyMart's frozen food sales reached approximately NT$2 billion in 2023.

According to Global Viewer, when asked what they consider important when purchasing frozen food, 26.6% of men and 35.5% of women responded that they want to be able to purchase it at a regular supermarket. Convenience stores, which are open 24 hours a day, meet the need for easy access and can be said to accurately capture the demand for frozen food among Generation Z.

Intage Global Viewer  Banner:F9S2. Food Category-Specific Purchase Considerations (MA): Frozen Foods

Intage Global Viewer  Banner:F9S2. Food Category-Specific Purchase Considerations (MA):
Frozen Foods

Craft beer popular among Generation Z

Due to rising prices, more and more members of Generation Z are choosing to enjoy drinking at home rather than going to izakaya bars. As a result, demand for beer and alcoholic beverages available at convenience stores and supermarkets has increased, and the sales areas for these products have expanded at each store.

Taiwan's leading beer brand, Taiwan Beer, as well as Japanese beers such as Kirin and Asahi, are popular staples in the local market.

In recent years, craft beers produced by local Taiwanese manufacturers have been gaining attention, particularly among Gen Z. According to Global Viewer, 60.1% of men and 70.9% of women cited “good taste and flavor” as a key consideration when purchasing beer, indicating a strong emphasis on taste.

Intage Global Viewer  Banner:D4S1. Important factors when purchasing beverages by category
[Base: Drinkers in each category over the past month]: Beer

Intage Global Viewer  Banner:D4S1. Important factors when purchasing beverages by category
[Base: Drinkers in each category over the past month]: Beer

Taiwanese beer maker Taihu (Taihu) has launched a craft beer with an alcohol content of 9.99%, which has gained overwhelming support from Generation Z. Among them, it is affectionately known as “Taihu 9.99,” and its affordable price of 99 yuan (approximately 490 yen) is also a major draw.

Taihu currently sells more than 30 types of craft beer, and its Baixiang Fengbao (百香風暴) won a gold medal at the 2021 Asia Beer Championship. With a refreshing taste that blends passion fruit and jasmine tea, it is similar to the “shouyao in” style familiar to Generation Z, making it accessible even to craft beer beginners.

Inspired by cocktails, these drinks feature a wide variety of flavors using Taiwanese tea and fruit, as well as colorful and innovative label designs that are perfect for social media, firmly capturing the hearts of Generation Z.

While strong alcoholic beverages are becoming less popular in Japan due to health concerns, they remain popular in Taiwan, as evidenced by the popularity of beer with an alcohol content of 9.99%. Convenience stores and supermarkets continue to stock these strong alcoholic beverages as staple items.

This is because, like in Japan, they offer the convenience of getting drunk with just one can. Of course, media outlets in Taiwan also warn young people about alcohol consumption, but manufacturers have not yet taken any steps to curb production.

In recent years, rather than drinking alcohol at izakaya bars, a style of drinking 50-100 Taiwanese dollars (approximately 250-500 yen) worth of beer or canned chuhai purchased at convenience stores or supermarkets while enjoying video streaming or social media at home has become widespread among the Z generation.

According to Global Viewer, in response to the question, “Alcoholic beverages are necessary for communication with others,” 37.3% of men and 52.5% of women answered “does not apply” or “does not apply at all,” indicating a high percentage. For Generation Z, the style of enjoying “solo drinking” in their own rooms while relaxing seems to be preferred over going out to drink with colleagues or friends. The “home drinking culture” that spread as a result of the COVID-19 pandemic continues to be strongly supported even now.

Intage Global Viewer  Banner:D10S2. Attitudes and values regarding beverages (SA):
Alcoholic beverages are necessary for communication with others.

Intage Global Viewer  Banner:D10S2. Attitudes and values regarding beverages (SA):
Alcoholic beverages are necessary for communication with others.

According to statistics from major supermarket Carrefour, sales of canned flavored cocktails and beer in 2023 increased by approximately 500,000 cans compared to the previous year, recording a growth rate of 15%. Although low-alcohol products with an alcohol content of 5% or less remain mainstream, high-alcohol beverages such as those with an alcohol content of 9.99% are also seeing increased sales, catering to diverse needs, particularly among Generation Z.
(Reference:
https://tw.news.yahoo.com/%E7%B6%B2%E7%B4%85%E5%BC%95%E7%88%86%E8%B6%85%E5%95%86%E8%AA%BF%E9%85%92%E7%86%B1% E6%BD%AE-%E7%BD%90%E8%A3%9D%E9%A2%A8%E5%91%B3%E9%85%92%E9%A3%B2%E5%A4%A7%E7%86%B1%E9%8A%B7-010452163.html)

Frozen foods that are quick and easy to prepare at low prices, and high-quality alcoholic beverages that can be enjoyed at home without going to an izakaya, have become part of everyday life for today's Generation Z. In addition, packaging designs that appeal to young people's sensibilities, fruity flavors, and unexpected ingredients are also important factors in the success of these products. In the future, new products that cater to the lifestyles and values of Generation Z will continue to appear, adding color to everyday “home gourmet” experiences.

What is Global Viewer?

This service provides reports tailored to your issues using questionnaire data on various actual conditions and attitudes of sei-katsu-sha in 11 countries (Asia and US) stocked by INTAGE.
The service covers 400 items, including actual behavioral conditions and awareness, values, and information contact related to various product and service categories (*).

Examples of categories:
Food and beverages, personal care/cosmetics, house hold care, childcare/nursing care, mobility, home appliances, smart home, housing, entertainment content (games, music, etc.), finance, insurance, travel (to Japan), online services, etc.
In addition to country-by-country comparative analysis as described in this article, analysis by attributes (sex, age, income, etc.) within a single country is also possible.

For details, click here.

 

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  Author profile

  TNC Lifestyle Researcher

  I have lived in Taiwan for over 20 years. I majored in ethnology at a Japanese university and conducted research on Japanese food culture. Attracted by the abundance of craft beer in Taiwan, I observe convenience stores and supermarkets on a daily basis.

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  Editor profile

  Chew Fong-Tat

  Malaysian researcher who has lived in Japan for 14 years and has handled many surveys on ASEAN countries.