Table of Content

Scope
Consumer Landscape in Hong Kong in 2022
Life priorities
Just over half of Hong Kong consumers like to prioritise “me time”
Time for work less of a priority over other activities for younger consumers
Appearances are important to Hong Kong consumers
Curated experiences important to all generations, especially Generation X and baby boomers
Consumers will research products they consume and enjoy innovative products
Older generations more likely to research first and buy based on trust
Home life
High levels of activity in households, but being connected is the main event
Virtual connections important for all generations
Residents want homes that have easy access to public transport
Eating habits
Preference for meals out of home, delivery and convenience food well above global average
Consumers seek premium foods with added health benefits
Generation Z adopting a more flexitarian approach to food
Consumers snack more at the weekend and are less likely to have breakfast
Snacks are often consumed between meals by 40% of consumers
Working life
Ability to earn a high salary outweighs importance of work-life balance
Work-life balance important for millennials and Generation X
Younger generations put more value on earning a high salary
Flexibility and home-working front of mind for future working life
Prospects of retiring before typical retirement age low among baby boomers
Leisure habits
Over a third of respondents socialise online every week
High percentage of respondents shop as a leisure activity weekly
Baby boomers have a very active social life
Consumers enjoy holidaying close to home, with baby boomers taking most trips
Majority of holiday-makers want to go somewhere where they can relax
Older generations attracted by outdoor activities and nature
Health and wellness
Women more actively engaged with managing stress
Walking and running most regular exercise habits, but yoga very popular
Baby boomers exercise more regularly than other generations
A majority use massage to alleviate stress, but doing yoga is above the global average
Generation Z less likely to use herbal remedies compared to other generations
Sustainable living
Nearly 70% of respondents are worried about the impact of climate change
Older generations more engaged in actions to protect the environment
Consumers not as actively engaging in green behaviours as the global average
Respondents are less likely to use sustainable packaging than the global average
Hong Kong consumers prefer to buy from brands that support issues they value
Generation Z less engaged with political and social activities than other generations are
Shopping habits
Shopping centres popular, but consumers buy less to afford higher quality
Gen X keenest on shopping centres; baby boomers want personalised shopping experiences
Hong Kong consumers less likely than global average to trust independent consumer reviews
Product label information important influence for millennials
Enjoyment is the biggest motivator for subscription services
Millennials subscribe for the benefit of convenience above other motivations
Seeing and trying products and immediate purchase strong motivations to shop in-store
Generation X more motivated than other generations to shop in-store
Consumers more motivated to shop online for free returns and customised products
Best prices found online a key motivation for Generation X
Spending habits
Nearly half of Hong Kong consumers expect to increase spending on health and wellness
Generation Z focus on increasing savings, while baby boomers expect to spend more
Technology
Managing privacy settings and protecting personal data biggest concern
Baby boomers highly engaged with online technology
Gaming system ownership above global average
Generation Z report low ownership of smartwatches and fitness wearables
Over half of all Hong Kong respondents take part in online video gaming
All generations active on social networks, including over 70% of baby boomers