Compensatory wellness behaviour amongst Taiwanese consumers is on the rise: report

Taiwan – Compensatory wellness behaviour is becoming the trend in Taiwan, according to a report by Omnicom Media Group (OMG) Taiwan. It found that consumers are offsetting their indulgences when under pressure.

OMG Taiwan’s research found 60% of consumers consider themselves healthy, yet a majority still consume fried food (97%), sweets (96%), and alcohol (54%). This is compensatory wellness behaviour at play, with consumers offsetting these practices through supplements, exercise, and diet adjustments.

The research shows compensatory wellness evolving from preventive consumption to a daily habit, a cultural shift which opens an opportunity for brands.

The age group records almost six hours of Facebook Reels, YouTube Shorts, and Instagram Stories consumption.

More than half of consumers find relaxation from videos. Facebook Reels and YouTube Shorts emerge as the most used platforms at 62%, while Instagram Stories is at 50%. While used for entertainment, the platforms are also used to gain health knowledge.

Amongst consumers, those in their 30s and 40s are facing more pressure due to their careers and families. This led to higher engagement with supplements and heavy video platform use.

Meanwhile, caregivers have stronger purchase intent for energy and immunity supplements due to higher physical and mental strain.

Kelly Huang, CEO at OMG Taiwan, said, “The rise of compensatory wellness reflects a cultural shift. Consumers aren’t just supplementing nutrients but also a peace of mind. Through ‘Health in Motion,’ OMG Taiwan aims to help our clients and brands see wellness as a holistic, emotional experience instead of just a product category. Doing so will help inspire trust and foster belonging with consumers, and redefine what health means for the next generation.”