含菇蕈機能性成分面膜之消費者調查

本研究以消費者面膜使用習慣進行問卷調查，作為將菇蕈原料運用於台灣面膜市場先期評估參考。本研究共回收436份有效之消費者問卷以及8家保養化妝品代工廠商與品牌商深度訪談資料，研究結果指出，92.2%的消費者週間使用面膜的頻率落在0-2次，對於5片入盒裝面膜不論是否添加菇蕈原料，可以接受的價格為300元台幣以下，83.5%的消費者每月花費在面膜的購買總金額為1,000元台幣以下，58.3%消費者在購買面膜時最在乎的是面膜能夠提供的功效，最重視的功效則是保濕，並且3成以上的消費者會因為取得方便而選擇在藥妝店購買面膜，此外，調查結果顯示，65.5%的消費者沒有使用過菇蕈原料的面膜，對菇蕈原料的功效性成分了解程度六成以上的消費者都還停留在保健的效用，但是超過半數的消費者對於將菇蕈原料添加到面膜產品都抱持著正向的態度，並且消費者會在親友的推薦或是醫師美容師等專業人士推薦下嘗試使用菇蕈原料面膜。在廠商訪談的部分，90%的廠商對於未來面膜或保養品發展趨勢最重視的部分與消費者的需求一致，皆為產品的功效姓，對於原料的要求亦是如此，目前有6成的廠商使用過菇蕈相關原料，並且對於菇蕈原料的運用發展潛力給予肯定，但同樣地，他們對於菇蕈能夠帶給人體肌膚保養的功效性成分認知程度亦不高，此外，廠商普遍認知菇蕈類為食品屬性，能接受的價格彈性並不大，在能夠提供同樣功效的情況下必須有價格優勢或是相關認證資料佐證才能具有競爭力。

關鍵字

菇蕈；機能性物質；面膜；消費者行為

並列摘要

The fungi industry is a very important part of Taiwan's agriculture. The annual output value exceeds 10 billion Taiwan dollars, accounting for 12.7% of Taiwan's overall vegetable industry. Under the basis of abundant yield, quality and planting techniques, how to increase the added value of fungi agricultural products and the extension of its application is an important issue for industrial upgrading. This study uses questionnaires and in-depth interviews to conduct advanced market assessments and surveys on the application of fungi materials to the Taiwan mask market and research consumer habits of mask, simultaneously. A total of 436 valid consumer questionnaires and 8 in-depth interviews with cosmetics manufacturers and brand owners were collected. The results of the study indicated that 92.2% of consumers used masks at 0-2 times per week. For a 5-piece boxed mask, whether or not you add fungi, the acceptable price is less than NT$300, and 83.5% of consumers spend less than NT$1,000 per month on mask purchases. When buying a mask, 58.3% of consumers consider the most important thing is the effect that the mask can provide. The most important effect is moisturizing, and more than 30% of consumers will choose to buy a mask at the pharmacy because of convenience. In addition, the research shows that 65.5% consumers haven’t used the fungi masks. More than 60% consumers who know the functional ingredients of fungi still stay in healthcare, but more than half of consumers hold a positive attitude to add fungi materials to masks. Consumers will try to use the fungi material mask recommended by friends and relatives or recommended by professionals such as physician beauticians. In the manufacturer interview, 90% of the manufacturers pay most attention to the future development trend of mask or skin care products on its effect. Currently, 60% of the manufacturers have used of fungi materials and give affirmation to the potential of the application of fungi materials. But similarly, they aren’t highly aware of the functional ingredients that can be used to maintain skin care. In addition, manufacturers generally recognize that fungi are foods so if it can provide the same effect, they must have a price advantage or relevant certification to be competitive.